作者简介
 
VIPIN MAYAR has been the global leader for the Marketing Performance practice at McCann Worldgroup, the marketing solutions network that specializes in transforming brands and growing businesses. He was named aniMedia Top 25 Innovator in 2010.GEOFF RAMSEY is cofounder and CEO of eMarketer, the authority on digital marketing trends, media, and commerce. Geoff keynotes at major industry and corporate events around the globe and is frequently quoted in the Wall Street Journal, Forbes, Reuters, NPR, BusinessWeek, and Advertising Age.
目录
 
Acknowledgments. 
PART I. 
Chapter 1 Introduction. 
Chapter 2 Secret #1: The Right Approach to Performance Measurement. 
Chapter 3 Secret #2: Magnetic Content: Why Attraction Beats Distraction. 
PART II. 
Chapter 4 Search. 
Chapter 5 Online Display Ads. 
Chapter 6 Email Marketing. 
Chapter 7 Social Media: The Newest Frontier. 
Chapter 8 Mobile: The Always On, Anytime, Anywhere Channel. 
Chapter 9 Online Video: Delivering Emotional Engagement. 
PART III. 
Chapter10 Integration Across Online and Offline Channels. 
Chapter 11 Digital Dashboards. 
Chapter 12 Putting it All Together.Index.
 
 
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