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EngagementMarketing:
The essenTial Guide To BuildinG loyalTyusinG WeB 2.0 BesT PracTices
Foreword.......................................................................................................
02
Introduction.............................................................................................
06
Digital Downloading: Music, Movies and TV.............................
10
Mobile Marketing and Advertising................................................
16
Mobile Message Marketing: Cash Not Flash..........................
22
Internet Video: Advertising Experiments andExploding Content.................................................................................
28
Podcast Advertising.............................................................................
34
Social Network Marketing: Where to Next?..........................
40
Case Study: Kettle Foods..............................................................
46
Additional Resources...........................................................................
52
About the Experts.................................................................................
54
About eMarketer....................................................................................
55
About WebTrends.................................................................................
55
Foreword
b
Tim Kopp,
cMo, WbT
T Ft f Mtg i h
Th’s nv bn mo xciting tim to b in mting. Th shift fom push to pull is cting both chllngs fo mtsnd oppotunitis to ngg consums in nw wys—nd to stt lsting, potbl ltionships with thm.
Today, consumers are participating in creating brand messages andexpressing themselves using the brands that resonate with them.They’re also personalizing the way they shop, interact, watch, listenand communicate.They’re creating videos and watching what others have made.They’re listening to podcasts, and recording their own. They’resharing photo sets, creating social networks, subscribing to (anddelivering) RSS feeds and taking their media with them in theirmobile devices. Information is delivered and developed outsideof the company—organizations no longer have the tight control theyonce did.
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