The On-Demand Brand
10 Rules for Digital Marketing Success in an Anytime, Everywhere World
by Rick Mathieson
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Pub Date Apr 29 2010 | Archive Date Sep 01 2012
Description
Call it the digital generation. The iPhone-toting, Facebook-hopping, Twitter-tapping, I-want-what-I-want, how-I-want-it generation. By whatever name, marketers are discovering that connecting with today’s elusive, ad-resistant consumer means saying goodbye to “new media,” and hello “now media.”
Featuring exclusive insights and inspiration from today’s top marketers—as well as lessons from some of the world’s most successful digital marketing initiatives—this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others.
Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book reveals how to demand attention…before the audience hits the snooze button.
About the Author
RICK MATHIESON (San Francisco, Calif.) is a leading voice on marketing in the digital age. Harvard Business School’s Working Knowledge calls him “a strategic marketing expert.” His insights have been featured in ADWEEK, Advertising Age, Wired, Broadcasting & Cable and on MSNBC, CBS Radio and NPR. A regularly featured speaker at industry events, Mathieson also serves as vice president and creative director for Creative i Advertising & Interactive Media, and is the author of Branding Unbound.
Advance Praise
"Well-written, and extremely interesting....Truly a banquet of new, fresh ideas, Mathieson's book deserves a spot on every marketer's bookshelf." --Inland Empire Business Journal
“Through persuasive arguments and q&a’s with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas.” --Publishers Weekly
“The On-Demand Brand is a great compendium of non-traditional marketing methods--which may quickly come to be seen as traditional ones.” —Ad Pulp
“Mathieson’s book is a good entry point to learning best practices to implementing on-demand. It is a quick read filled with start to finish tips and techniques.” —Suite 101 Marketing/PR
“So, this book isn't some rubber chicken circuit person's "book me for your next event" promo fluff piece. It's really an advertising industry expert providing insights of various experts who are getting results in the real world.” —Mind Connection
“These examples (and many more) in Rick’s book help you think of ways to create positive emotions (surprise, delight, curiosity). And that’s key because your brand is defined by more than your product, your brand is defined by the experiences you create for your customers.” —Steve Neiderhauser
“Rick Mathieson's latest book is a great how-to tool for learning, creating and applying digital marketing techniques. It's an On-Demand world now.” —Suite 101’s Advertising Influence
“The author, Rick Mathieson succeeds at turning the traditional advertising and marketing concepts on their respective heads in The On-Demand Brand: 10 Rules For Digital Marketing Success.” —Basil and Spice
Available Editions
| EDITION | Hardcover |
| ISBN | 9780814415726 |
| PRICE | $24.95 (USD) |
| PAGES | 304 |
