Digital Impact: The Two Secrets to Online Marketing Success [Hardcover]

Digital Impact answers the critical questions marketers have about connecting with and influencing consumers online. Written in an easy-to-read, approachable format, this helpful guide presents provocative content along with practical, commonsense methods that can be followed by any businessperson at companies of all sizes. The discussion hones in on two keys to success: building a performance measurement approach that will let you get maximum impact out of your online marketing and ad dollars, and creating magnetic content that attracts customers and keeps them engaged with your brand.

• Leverage trust and build ROI in social media and mobile spaces
• Get actionable data, best practices, cases studies, anecdotes, practical coaching tips and strategic insights
• Engage customers who typically resist advertising messages
• Learn from authors who have extensive experience across major industries and accounts, giving them a wide business appeal

Whether your budget is corporate-sized or on a shoestring, you'll want to achieve the measurable bottom-line improvements that come with having Digital Impact.

Not so long ago, consumer audiences willingly accepted interruptions from advertisers in exchange for news and entertainment, which only media companies produced. Place an ad, watch sales go up, and you knew the money was well spent. Today,digital technologies and platforms create endlessnew opportunities to connect with consumers. At the same time, an explosion of content and a new resistance to advertising have put the squeeze on marketers. How can you break through the clutter and capture the attention and dollars of these empowered consumers?

Digital Impact outlines the challenges online marketers face in connecting with customers in a digital world. To achieve online marketingsuccess, first, you have to know how to measure it. Then, you have to create Magnetic Content that pulls the right customers straight to you. Digital Impact delivers consumer insights as well as best practices for executing potent online marketing via display ads, email, search marketing, social media, mobile devices, and online video. Through actionable data, case studies, and strategic insights culled from top-tier marketing professionals, you'll get a comprehensive view into the entire array of marketing tactics, both online and traditional. Learn tactics to drive measurable, bottom-line results, including:

• The seven most important digital marketing metrics every marketer should know

• How to calculate a return on investment for social media and other new initiatives

• SEO and SEM tactics that can position your business for where search is headed

• How to integrate offline and online marketing approaches for the best possible outcomes

• How to build an excellent digital dashboard that will prove marketing's worth to the C-suite

When you magnetize your customers and measure your marketing dollars, you'lldiscover that you can have a bigger impact with an even smaller budget.