The first complete framework for integrating offline and online marketing!
The Internet has changed all the business rules you live by–especially the rules for branding your products, services, and organization. Cyberbranding doesn't merely show you how the rules have changed: it presents a complete framework for branding that works now–and for years to come. Drawing on her extensive experience as a marketing consultant–and on interviews with many of the world's leading Internet branding executives–Deirdre Breakenridge answers these and other crucial questions:
The Internet. It isn't easy money. It isn't an excuse to forget the fundamentals. But for marketers willing to work hard, and work intelligently, it is the brand-building opportunity of a lifetime.
In Cyberbranding, Deirdre Breakenridge shows how to use the Internet to build brands–and customer relationships–of remarkable depth and power. Drawing on the Internet's most impressive success stories–and its cautionary tales of disaster–she shows how to:
With Cyberbranding you can master lessons others spent billions to learn-and build 21st century brands worth billions to own.
Whether you're a business leader, strategist, marketing professional, or public relations specialist, Cyberbranding gives you an action plan for strengthening your brand online and off–and leveraging it for maximum competitive advantage.
The Value of Market Research. Traditional Research and the Cyberbrand. Transformation of the Traditional Method. Questionnaires. Transformation of the Traditional Method. Focus Groups.12. Online Research—Leave It Up to the Technology Experts.
When to Turn to Online Methods. Tradition and the Internet—The Best of Both Worlds. Benefiting the Brand and the Consumer. Extending Beyond Offline Limits…. Research—Finding the Middle Ground.13. The System of Web Tracking Analysis.
The Phases of Surveillance and “The System”. When Too Much Data Leads to Paralysis. How Research Guides the Branding Campaign. Understanding Tracking Measurements. Issues and Opportunities with Professional Tracking Software. Turning the Tables on the Trackers.14. Ethics on the Internet.
Broadcast Ethics of the Past. Ethical Beginnings on the Internet. Privacy, Fraud, and Other Internet Issues. Industries Developing Ethics. A Cyberbrand's Road to Ethics.
IV. CYBERMARKETING TO ENHANCE THE BRAND.15. Changing Market Landscapes.
Five Seconds of Stability and Fifty-Five Seconds of Change. Lessons from the Heavy Hitters. How Cyberbrands Are Gaining Customer Share. Standing Apart from the Dot-Com Crowd.16. Banner Ad Sustenance in Cyberspace.
Banner Ad Survival. Banner Ads Serve a Purpose. Banner Ad Basics. Elements of Design. Questions to Ask in Banner Ad Placement. Banner Ad Campaign Results.17. Affiliate Marketing for the Future.
Moving Beyond the Traditional Model. Setting Up a Winning Program. Implementing a Program That Attracts Affiliates. Working with Affiliates to Maximize Results. Jazzing Up Programs for the Future.18. Driving Traffic on the Cyberhighway.
Communicating to Suit the New-Economy Lifestyle. Using More Vehicles for More Reach and Greater Impact. Getting Cyberattention the “Traditional” Way. Moving Out of the Box.
V. CYBER PUBLIC RELATIONS—THE CREDIBLE ONLINE ENDORSEMENT.19. Public Relations—Is There Room for Tradition in Cyberspace?
PR of the Past Updates in the Twenty-First Century. Proven PR Techniques Are Still Apparent. From Static to Interactive. Know the Media in Cyberspace. PR Comes Full Circle.20. PR Cybertools for Cyberspeed.
Retiring Outdated PR Resources. Updating PR Tools Cyberstyle. Using Basic Cybertools—Media Guides Move Online. More Cyber Tools—Editorial Calendars; Clipping and Monitoring Services.21. Relationship-Building Tactics with the Media.
A Quick PR Relationship-Building Test. First Things First—Nail Down the Relationship-Building Basics.22. Best PR Practices.
Telltale Signs of PR Fluff. PR Accountability Demonstrated by Professionals. Best-Case Scenarios to Generate Interest. Helpful PR Hints for Successful Campaigns.23. Cyberbranding—Beyond Trial and Tribulation.