Reinventing Interactive and Direct Marketing: Leading Experts Show How to Maximize Digital ROI with iDirect and iBranding Imperatives

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October 29, 2009


Mixed media product, 256 pages

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0071638024 / 9780071638029


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Main description

Attract New Customers and Exceed Revenue Goals with iDirect Marketing!

"A simple concept ties this incredibly useful book together. Every marketer now is an iDirect marketer. You ignore this concept, and this book, at your own peril."
Al Ries, author of War in the Boardroom

"How do you get your brand heard, trusted, and remembered? The answer is in the confluence of digital and direct to form a torrent of minimal cost/maximal result opportunities. Rapp's vision of an iDirect future and the insights of the book's contributors put marketing supremacy in your grasp."
Tim Suther, SVP, Acxiom Global Multichannel Marketing Services

"The internet brings about the reinvention of everything. Now it is marketing's turn. Rapp compiles the best thinking on a future with low-cost and no-cost connections between products and consumers. Essential reading for marketers."
Chris Anderson, author of The Long Tail

"Direct marketing is interactive, and interactive marketing is direct. With an 'iDirect' mindset, digital platforms and innovative analytics impact the data-driven, online, offline, lead-generating, customer-retaining, multichannel direct marketing process. Rapp's vision for reinventing marketing is a wake-up call for CMOs to think and act differently in a profoundly changed world."
John Greco, President and CEO, Direct Marketing Association

"It's increasingly important to rely on an agency for accountable iDirect solutions. The advertising agency of the future must be adept at reinventing yesterday's interactive, direct and branding. Rapp's cohort of experts show the way in this book."
Michael McCathren, Chick-fil-A Conversation Catalyst

About the Book

Reinventing Interactive and Direct Marketing focuses on how to benefit from a fundamental truth about marketing in the digital era. Interactive Marketing is direct. Direct Marketing is interactive. What has been seen mistakenly as separate disciplines actually are one and the same. Every marketer now is an interactive direct marketer.

To help you profit from this new reality, Stan Rapp introduces a new paradigm--iDirect-- the 21st-century growth engine at the intersection of digital technologies and direct marketing practices. The gap between what you once took for granted and the iDirect Marketing future is so vast that a team of thought leaders is needed to deal with it. No one person has all the answers.

In this book, Rapp brings together marketing luminaries with a variety of perspectives that will open your eyes to astonishing, new opportunities. It contains surprising insights from the top minds in direct marketing, including:

  • John Greco, President of the Direct Marketing Association: How to Market Directly or Be Left Behind
  • Professor Don Shultz, PhD, Northwestern University: Media Allocation for a Mass Networking Landscape
  • Lucas Donat, President, Donat/Wald: ROIpositive Advertising via TV and Print for the iDirect Marketer
  • Mike Caccavale, Founder and CEO, Pluris Marketing: Instant Delivery of Thousands of Individualized Messages
  • Michael Becker, VP Mobile Strategies, iLoop Mobile: Hold the Consumer in the Palm of Your Hand with Mobile
  • Melissa Read, PhD, Vice President of Research and Innovation, Engauge: The Psychology of Motivating Desired Behavior On- and Offline
  • Tim Suther, Acxiom SVP Global Multichannel Marketing Services: Releasing the Full Power of iDirect Fundamentals

    Table of contents

    Foreword Rick Milenthal, CEO, Engauge
    What Is iDirect Marketing?
    Introduction Stan Rapp, Chairman, Engauge

    Chapter 1: Time for Marketing to Really Get Direct about Creating Value
    John Greco, President and CEO, Direct Marketing Association

    Chapter 2: Perplexing New Realities Marketers Face Today
    Richard Cross, CEO, Cross World Network and Coauthor of Customer Bonding

    Chapter 3: Media Allocation for a Mass Networking Era
    Don Schultz, Ph.D., Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University

    Chapter 4: Direct Goes Emotional with New iDTV Advertising
    Lucas Donat, CEO, Donat/Wald, a Pioneering iDTV Agency

    Chapter 5: More Sales, Less Cost: Optimizing Each Consumer Engagement
    Michael Caccavale, Founder and CEO, Pluris Marketing

    Chapter 6: SEM and SEO: Core Drivers of iDirect Success
    David Hughes, CEO, The Search Agency

    Chapter 7: Mobile: Holding iDirect in the Palm of Your Customer's Hand
    Michael Becker, Cofounder and Vice President Mobile Strategies of iLoop Mobile; Coauthor Web Marketing All-in-One for Dummies, Contributing Author to Mobile Internet for Dummies, and Coeditor of the International Journal of Mobile Marketing

    Chapter 8: Using Psychology to Drive Digital Behavior
    Melissa Read, Ph.D.,Vice President of Research and Innovation, Engauge

    Chapter 9: E-Mail Life Support at Home and the Office
    Jeanniey Mullen, Executive Chairwoman, E-Mail Experience Council (eec); Executive Vice President and Chief Marketing Officer, Zinio and VIVmag LLC; and Coauthor of Email Marketing: An Hour a Day

    Chapter 10: Conversation: What Matters Most for Marketers Now
    Joseph Jaffe, Author, Join the Conversation; President and Chief Interruptor, crayon Greg Verdino, Chief Strategy Officer of the Marketing Consultancy, crayon

    Chapter 11: iDirect Marketing at Best Buy for Business
    Janet Rubio, Chief Insights Officer, Engauge

    Chapter 12: iBrands: The New Face of the Consumer
    Michael McCathren, Conversation Catalyst, Chick-fil-A, Inc.

    Chapter 13: The Keys to iDirect Marketing Success
    Tim Suther, Senior Vice President, Global Multichannel Marketing Services, Acxiom

    Meet the Authors
    About DMA
    About Engauge
    About Stan Rapp

    Author comments

    Stan Rapp is Chairman of Engauge, a pioneering customer engagement agency founded three years ago with private equity partner Halyard Capital. He is coauthor of six books, including the international best-seller Maxi- Marketing. Advertising Age included him as one of the 101 individuals who shaped advertising in the 20th century. Rapp, over a 30-year period, served as CEO of two agencies that now generate combined revenues of one billion dollars. Rapp is a member of the DMA Hall of Fame.

Copyright 2014 McGraw-Hill Global Education Holdings, LLC


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