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The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World

by Rick Mathieson

Published by Amacom


With a relentless onslaught of new online promotional media that go way beyond old-school websites, banner ads, and email blasts, consumers are just tuning out marketing initiatives that don't appeal to their increasingly connected, digital lifestyles. A world of quaintly interactive HTML and Flash-based "new media" web experiences has morphed into a digital universe of augmented reality, advergames, social networking, and virtual worlds -- one that's highly personalizable and uniquely shareable. And now that consumers are actively creating and participating in communities of interest (everything from politics to kickboxing to Kim Kardashian), building brands in the digital age has come down to a single word -- "experience." And on Madison Avenue -- and for many marketers -- it's getting hard to keep up.

So what's the secret to marketing to those weaned on TiVo, Facebook, smartphones, and Twitter? Goodbye "new media"; hello now media. The On-Demand Brand presents an inside look at digital strategies being deployed by brands like Burger King, BMW, Doritos, Sears, Pizza Hut, the NFL, and others, getting to the root of what works -- and what doesn't -- in an age of immediate, malleable, and very social real-time media. Today, companies such as Warner Brothers, McDonald's, Unilever, Kellogg's, and others have succeeded in moving beyond the first wave of viral video, social networking, user-generated content, and mobile marketing campaigns, and are now thinking much bigger, bolder, and far more bodaciously.

Revealing the 10 essential rules for building on-demand brand experiences, this book shows you how to build awareness and demand for your offerings by honing in on the right combination of digital channels and interactions for your brand. Filled with insights and advice from some of the most innovative minds in marketing -- including Alex Bogusky, cochairman of Crispin, Porter + Bogusky (and ADWEEK's "Creative Director of the Decade"); Laura Klauberg, senior vice president, global media for Unilever; and Mike Benson, executive vice president of marketing for ABC Entertainment -- and tons of practical tips you can use for your own marketing initiatives -- The On-Demand Brand is required reading for anyone trying to stay ahead of the curve in this brave new "on-demand" world. You'll discover:
  • How Showtime, MasterCard, and NBC have literally redefined "viral video" with highly personalizable video content that astonishes those who experience it, while supercharging awareness and demand for their offerings

  • How Burger King, Coca-Cola, and Axe Deodorant have hit pay dirt with "advergames" -- branded videogames -- which have directly and dramatically boosted sales of their products

  • How Fanta, GE, Papa John's and Topps are leveraging the power of augmented reality -- combining the virtual and physical worlds to create incredible branded experiences that were never before possible

  • How GMC, Alaska Airlines, and Yahoo are using a new generation of "smart advertising" technologies to target consumers based on age, gender, geographic location, online activities, past purchase behavior, and more
Something cool, and truly profound, is happening in the on-demand economy. And through lessons from some of the world's most successful digital marketing initiatives, The On-Demand Brand will give you a thorough understanding of the best strategies for connecting with your audience, and inspiring the kind of interest and loyalty your brand deserves.


pub date: 2010-04-27 | hardcover | 9780814415726