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| 作者简介： Kent Wertime is an experienced advertising and communications executive. Kent started his career in New York, where he worked for international advertising agencies DMB&B and BBDO. He has spent the past 17 years living and working in Asia. During that time, he has held executive positions in Hong Kong, Bangkok, and Singapore. This has included roles as CEO of OgilvyInteractive Asia and his current position as President of OgilvyOne Asia. |
| Acknowledgments. Preface. Introduction. Section 1: New Media and Marketing in the 21st Century. Chapter 1. The Media game-Changers. Chapter 2. DigiMarketing: The New Imperative. Section 2: Digital Channels. Chapter 3. The Web. Chapter 4. Internet Media: Display, Search, Affiliates and Sponsorships. Chapter 5. Email and Viral Marketing. Chapter 6. Mobile Platforms. Chapter 7. Games: the New Hollywood. Chapter 8. Consumer-created Content. Chapter 9. Digital Signage. Chapter 10. Television Reinvented - IPTV. Section 3: A Digimarketing Planning Framework. Chapter 11. Phase 1 - Defining a Participant Print and Goals. Chapter 12. Phase 2 - Creating Your Digital Platform. Chapter 13. Phase 3 - Generating Awareness and Influence. Chapter 14. Phase 4 - Harnessing Data, Analytics, and Optimization. Conclusion: Stay Connected. Index. |
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