Attract New Customers and Exceed Revenue Goalswith iDirect Marketing!
"A simple concept ties this incredibly useful book together.Every marketer now is an iDirect marketer. You ignore thisconcept, 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 answeris in the confluence of digital and direct to form a torrent of minimalcost/maximal result opportunities. Rapp's vision of an iDirect future and theinsights 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'sturn. Rapp compiles the best thinking on a future with low-cost and no-costconnections between products and consumers. Essential reading for marketers."
Chris Anderson, author of The Long Tail
"Direct marketing is interactive, and interactive marketing is direct. Withan `iDirect' mindset, digital platforms and innovative analytics impact thedata-driven, online, offline, lead-generating, customer-retaining, multichanneldirect marketing process. Rapp's vision for reinventing marketing is a wake-upcall 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 accountableiDirect solutions. The advertising agency of the future must be adeptat reinventing yesterday's interactive, direct and branding. Rapp'scohort of experts show the way in this book."
Michael McCathren, Chick-fil-A Conversation Catalyst
About the Book
Reinventing Interactive and Direct Marketingfocuses on how to benefit from a fundamentaltruth about marketing in the digital era. InteractiveMarketing is direct. Direct Marketing isinteractive. What has been seen mistakenly asseparate disciplines actually are one and thesame. Every marketer now is an interactivedirect marketer.
To help you profit from this new reality, StanRapp introduces a new paradigm-iDirect-the 21st-century growth engine at the intersectionof digital technologies and directmarketing practices. The gap between whatyou once took for granted and the iDirectMarketing future is so vast that a team ofthought leaders is needed to deal with it. Noone person has all the answers.
In this book, Rapp brings together marketingluminaries with a variety of perspectives thatwill open your eyes to astonishing, new opportunities.It contains surprising insights fromthe top minds in direct marketing, including:
Attract New Customers and Exceed Revenue Goalswith iDirect Marketing!
"A simple concept ties this incredibly useful book together.Every marketer now is an iDirect marketer. You ignore thisconcept, 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 answeris in the confluence of digital and direct to form a torrent of minimalcost/maximal result opportunities. Rapp's vision of an iDirect future and theinsights 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'sturn. Rapp compiles the best thinking on a future with low-cost and no-costconnections between products and consumers. Essential reading for marketers."
Chris Anderson, author of The Long Tail
"Direct marketing is interactive, and interactive marketing is direct. Withan `iDirect' mindset, digital platforms and innovative analytics impact thedata-driven, online, offline, lead-generating, customer-retaining, multichanneldirect marketing process. Rapp's vision for reinventing marketing is a wake-upcall 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 accountableiDirect solutions. The advertising agency of the future must be adeptat reinventing yesterday's interactive, direct and branding. Rapp'scohort of experts show the way in this book."
Michael McCathren, Chick-fil-A Conversation Catalyst
About the Book
Reinventing Interactive and Direct Marketingfocuses on how to benefit from a fundamentaltruth about marketing in the digital era. InteractiveMarketing is direct. Direct Marketing isinteractive. What has been seen mistakenly asseparate disciplines actually are one and thesame. Every marketer now is an interactivedirect marketer.
To help you profit from this new reality, StanRapp introduces a new paradigm-iDirect-the 21st-century growth engine at the intersectionof digital technologies and directmarketing practices. The gap between whatyou once took for granted and the iDirectMarketing future is so vast that a team ofthought leaders is needed to deal with it. Noone person has all the answers.
In this book, Rapp brings together marketingluminaries with a variety of perspectives thatwill open your eyes to astonishing, new opportunities.It contains surprising insights fromthe top minds in direct marketing, including:
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
Appendix
Index
Meet the Authors
About DMA
About Engauge
About Stan Rapp
Stan Rapp (Ridgefield, CT) is chairman an CEO of McCann Relationship Marketing, Worldwide, (MRM, Worldwide) a global consulting firm with offices in 30 countries.
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