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Copyrighted Material INDEX 1-800-FLOWERS, 152 Aprimo and Argyle, 246 24/7 Real Media, 99 Ask Jeeves, 66 80/20 rule, 80 Ask.com, 66, 85 360i, 169 Association of National Advertisers (ANA), 17, 247, 258 About.com, 72 Association, message, 32. See also Context Accenture, 251, 258 ATG, 194 Acquisition, ROI measurement and, 34 AT&T, 185 AdGooRoo, 85 Atlas Institute, 98 AdMedia Partners, 146 ATM Hunter, 57 AdMob, 185, 200 Attitudes: Advertising Age, 59, 141, 176, 233 “fail fast,” 60 Advertising.com, 99 Magnetic Content and, 54 –55 Ali, Jaffer, 46 Authenticity, 159–161 AliBaba, 66 Avaya, 156 All Marketers Are Liars, 14 Awareness, 10, 32 Alloy, 233 Alterian, 246 Bachmann, Mike, 227 Altimeter Group, 167 Backpage.com, 99 Amazon.com, 88, 126, 242, 284 Baidu, 85, 66 America Press Institute, 143 Bank of America, 73 American Airlines, 187 Banner ads. See Online display ads American Association of Advertising Agencies (the Barnes & Noble, 118 4 As), 247 Baskin-Robbins, 158 American Express, 143 Battelle, John, 90 American Marketing Association (AMA), 181, 249 Batteries.com, 86 – 88 American Press Institute, 95 Battery Kids, 88 Android: Behaviors, customer, 54 –55 e-mail marketing and, 128 Below-the-line spending, 11 mobile marketing and, 185, 200 Ben Color Capture, 197 search and, 90 Ben & Jerry, 158 Ann Taylor, 119 Benjamin Moore, 197 AOL, 66, 85, 95, 100, 104 Berkowitz, David, 169 Apple: COPYRIGHTEDBest Buy, MATERIAL 87, 143 mobile marketing and, 185 Betancur, Alex, 138 product demos, 230 Betty Crocker, 231 Top 25 Free Apps, 198 BIC, 52–53 See also specifi c products Bid management, 85 Apps: Big Fork, Little Fork, 186 ES and, 28 Bing: Magnetic Content and, 42, 50, 51 online video and, 231 mobile marketing and, 186, 187, 196 –199 search and, 66, 68, 76, 78, 85 role in displacing traditional search, 90 Blackberry, 176, 181, 186 See also specifi c type Blendtec, 52, 229-300 289 bbindex.inddindex.indd 228989 55/5/11/5/11 88:57:13:57:13 AAMM 290 INDEX Blocklist, 119 Charles & Dwight Co., 233 Blogging: Chavez, Doug, 245 fresh content and, 78, 79 Chevrolet, 79 Magnetic Content and, 45 Chief listening offi cer (CLO), 154 micro-, 12 Chief marketing offi cer (CMO): search and, 89 channel integration and, 246 SEO-friendly, 81 lack of measurement and, 15 social media marketing and, 153 measuring the effectiveness of, 20 Bloglines, 79 Chitika, 194 Bloomingdale’s, 88 chromebattery.com, 81, 88 BMW, 232 CityGrid, 194 Booz Allen Hamilton, 258, 273 Citysearch, 73 Borden, Neil, 249 Click-fraud farms, 27 Borrell Associates, 197 Click-through rate (CTR): Brain, right vs. left, 281 as a diagnostic metric, 26 –27 Brand loyalty: display ads, 109–110, 110 –111 e-mail marketing and, 130 e-mail marketing and, 134 reinforcing, 10 fl aws, 7 ROI measurement and, 34 mobile marketing and, 187, 201 social media marketing and, 152, 161–165 overview, 276 trust and, 14 as primary metric, 22 Brand perception lift, 25 problems with, 27 display ads, 112 for search, 83 importance of, 32–33 Clorox, 198 online video and, 238 –240 Clutter, advertising, 3 overview, 276 CNN, 81, 104 social media marketing and, 172–173 Coca-Cola Company, 147, 161 Breadth, dashboards and, 269 Cognitive dissonance, 163 Brookstone, 88 Cognos, 271 Business Objects, 271 Comcast, 126, 154, 224 Business Wire, 78 Compete, 85 Business-to-business (B2B) communications, 10 Completion rate, online video and, channel integration and, 246 236 –238 e-mail marketing and, 116, 126, 131–132, 169 Compound annual growth rate (CAGR), 208 expenditures, 11 comScore: social media and, 143, 145 brand lift and, 32 Business-to-consumer (B2C): CTR and, 27 e-mail marketing and, 126 display ads and, 97, 98 –99, 106, 112 social media marketing and, 169 mobile marketing and, 181, 190, 210 Buzzwords. See Trends, marketing online video and, 220, 239 Performance Measurement, 37 CafeMom, 145 search and, 66 Campaign Monitor, 133 social media marketing and, 173 Caris & Company, 218 tools for search and, 85 CAT, 254 Comstock, Beth, 45 Cellfi re, 196 ConAgra, 227 Center for Digital Marketing Excellence, 136 “A Conception Story: Six Journeys to Center for Media Research, 116 Pregnancy,” 233 Chadwick Martin Bailey, 163, 228 Cone, 101 Channel integration, online and offl ine: Consistency, of ES category levels, 28 –29 allocation, models for, 248 –255 Consumer Reports, 157 barriers, 247–248 Context: mobile marketing and, 188 –191 display ads, 100, 104 –105 overview, 245–246, 255 –256, 279 social media and, 145 untapped, 246 Conversion. See End Action Rate bbindex.inddindex.indd 229090 55/5/11/5/11 88:57:13:57:13 AAMM Index 291 Cookies: Digg, 80 – 81 behavioral targeting and display ads, 105 –106 Digital Brand Expressions, 167 mobile marketing and, 200 Digital Consumer Portrait, 209 Copyright information, 123 Dince, Adam, 70, 71 Correlation dial, 267 DIRECTV, 162 Cost per click (CPC): Discounts, e-mail marketing and, 123 display ads, 112–113 Discovery Communication, 233 search and, 84 Disney Company, 54, 232, 233 Cost per End Action, 33 –34 Display, 208 –209, 279–280 display ads, 112–113 DM2PRO, 235 search and, 84 “Do It Wrong, Quickly,” 60 Cost-per-thousand (CPM), 225 Do-it-yourself (DIY) strategy, 197, 233 Coupons: Domain, e-mail marketing and, 120 e-mail marketing and, 127 Domino’s Pizza, 56 –57 mobile marketing and, 193 –196, 201 DoubleClick, 236 –237 Covario, 86 Dove, 188 Coverage analysis, tools for search, 85 Droid, 181, 186 Creativity: Dunay, Paul, 156 boosts performance, 42, 43 Dunkin’ Donuts, 147, 162 display ads, 100, 101–103 Dunn, Brian, 143 e-mail marketing and, 129 Dynamic Logic: Performance Measurement and, 39 brand lift and, 32 Crutchfi eld, 118 branding metrics, 96 Curebadbreath.com, 232 display ads, 101, 104, 105, 112 Customer relationship management (CRM), 151, Magnetic Content and, 42, 43 199, 183 online video and, 229, 239 Customer service, post-sales support, 10 social media marketing and, 173 Daily Candy, 125–126 E*Trade, 70, 80 Daily Savings, 196 eBay, 66 Dashboards: eco:Drive, 49 actualization, 269–270 Econsultancy, 18, 173 budgeting, 270 Edelman Digital, 3 necessity of, 258 –260 e-Dialog, 136 overview, 257–258 Education: piloting, 268 implementation and team, 280 –281 scaling, 268 Magnetic Content and team, 54 social media, 155 Effi ciency metrics: steps to designing, 260 –268 best fi nancial metrics, 33 –34 success factors, 269 cost per X, 25, 276 Dashboard Spy, 271 Elberse, Anita, 58 –59 Database of Intentions, 67 Elkin, Noah, 193, 204 Datran Media, 105 E-mail marketing: Defi ne Search Strategies, 72 address book, 120 Del Monte Foods, 245 best practices, 117–123 Dell, 118, 154, 159, 160 body message, 121 Demand-side platforms (DSPs), 94, 99–100 creating Magnetic Content for, 123 –129 Demographics: missteps, 122–123 looking beyond, 55 opt-in, 56 mobile marketing and, 186 overview, 115–117, 138 –139, 278 trends and challenges, 11–12 personalization, 120 –121 Depth, dashboards and, 269 social media and, 129–132 Diagnostic metrics, function, 22 subject lines, 117–119, 133 “Diaries of a Dirty Tongue,” 232 subscription lists, 117 Dickson, Tom, 53 weight, 128 bbindex.inddindex.indd 229191 55/5/11/5/11 88:57:13:57:13 AAMM 292 INDEX eMarketer, 3 Exposure metrics: channel integration and, 245 as part of framework, 23 –25 development of, 3 – 4 best, 25 –27 display ad defi ned, 20 –21 expenditures, 94, 95 display ads, 110 –111 sales, 98 e-mail marketing and, 133 –135 e-mail marketing and, 118, 121 mobile marketing and, 200 –201 exploration of typical problems, 15 online video and, 236 –238 internet user statistics, 116 overview, 274 Magnetic Content and, 59 for search, 82– 83 mobile marketing and, 180, 181, 183, 184, 193, social media marketing and, 170 –172 208, 209, 210 –211 See also specifi c type online video and, 218, 221–222 Eye tracking, 69 Performance Measurement and, 17 Eyeblaster, 246. See also MediaMind social media, 145 Ezrin, Sara, 118 marketing and, 174 usage, 142 Facebook: Emotional connections, 146 –147 brand page on, 162–165 Encore, 192 channel integration and, 247 End Action Rate, 25 display ads, 95, 100, 104 display ads, 111–11 e-mail marketing and, 120 –121, 131 e-mail marketing and, 135 –136 Magnetic Content and, 42, 45 ES and, 29 mobile marketing and, 189, 192, 198, 210 –211, 213 mobile marketing and, 201–202 Performance Measurement and, 7 overview, 276 search and, 66, 67– 68, 81 for search, 83 – 84 link building and, 80 – 81 as a strategic metric, 30 –31 Open Graph, 81, 89 End point, mobile marketing and, 193 user statistics, 142 Engagement: See also Social media defi ned, 7 Favorability, brand, 32 hierarchy of values, 29 Fear, social media and, 146 new ways to think about, 8 –9 Federated Media, 90 values of ES based on, 28, 29 FedEx, 56 See also Magnetic Content Feedback links, 123 Engagement Map, 54, 57–58, 228 Feng, Paul, 210 Engagement metric, function, 28 Fiat, 49 Engagement Ring Finder, 59– 60 Fickr, 45 Engagement Score (ES), 25 Financial metrics: as a diagnostic metric, 28 –30 best, 33 –36 overview, 276 defi ned, 20, 21 social media marketing and, 172 display ads, 112–113 Enquiro Research, 69 e-mail marketing and, 136 –138 Enquisite Performance Suite, 68 mobile marketing and, 202–204 Epsilon Targeting, 116, 165 online video and, 240 –241 ESPN, 104 overview, 274 Evian, 232 as part of framework, 23 –25 ExactTarget, 115, 129 for search, 84 Execution: social media marketing and, 173 –175 Magnetic Content and, 50 –52 Fishing, 47, 283 social media marketing and, 150 Flexibility, Magnetic Content and, 60 – 61 eXelate, 100 Flip camcorder, 233 Experian Cheetah Mail, 118, 135 Footers, 78, 122 Experian Simmons, 240 Ford Motor Company, 79, 141, 166 Experts, channel integration and hiring, Forrester Research: 250 –251 display ads and, 96, 105 bbindex.inddindex.indd 229292 55/5/11/5/11 88:57:14:57:14 AAMM Index 293 e-mail marketing and, 132 Hallerman, David, 59 mobile marketing and, 212 Hard-sell, vs.
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