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 289289 55/5/11/5/11 8:57:138:57:13 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 290290 55/5/11/5/11 8:57:138:57:13 AMAM 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 291291 55/5/11/5/11 8:57:138:57:13 AMAM 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 292292 55/5/11/5/11 8:57:148:57:14 AMAM Index 293

e-mail marketing and, 132 Hallerman, David, 59 mobile marketing and, 212 Hard-sell, vs. engagement appeal, 130 –131 social media and, 143 Harlequin, creativity and display ads, 102 Fortune 500 companies, 6 Harmon, Jeffrey, 217 foursquare, 141, 163, 164, 192, 213 –214 Harris Interactive and Placecast, 213 Fox, 224 Harris/Placecast, 189 Fox, Vanessa, 65, 89–90 Harvard Business School, 58 –59 Frequency, e-mail marketing and, 127–128 Headers, 78 Fun: Healthy Choice, 227 defi ned, 53 Hertz, 187 Magnetic Content and, 52–53 Honda, 79 social media marketing and, 150 Honey-pot addresses, 120 Fusion, 254 Hotspex, 163 FutureSource Consulting, 196 House Party concept, 166 –167 HTML site maps, 78 Games, online, 42 Hudson River Group, 250 –251 Gap, 198 Hulu, 220, 224, 228, 229 Garfi eld, Bob, 141 Humility, social media and, 159–161 General Electric, 45 General Mill’s, 231 IAB MIXX, 41 Generation Y, 214 IAC. See Ask.com Geo-location technology, 191–193 iButterfl y, 198 GetResponse.com, 132 ICOM, 165 Gibs, Jon, 51, 101 iCrossing, 76, 87 Global Digital, 176 IDC, “Top 10 Predictions 2011,” 149 GM, 144 Identity, e-mail marketing and, 120 Godin, Seth, 14, 41 iFood Assistant, 56, 186, 199 Google: IHL Group, 194 dashboards and, Analytics, 270 Implementation, steps for, 280 –285 display ads, 95, 100 Inboxes, cluttered, 116 e-mail marketing, AdWords, 119 Inc., 125 Insights, search and, 67 Incrementality: Mobile Ads, 210 principle of, 202 mobile marketing and, 185, ROI measurement and, 34 200, 213 Infl uentials, social media marketing and, 165 –167 online video and, 231 Information gathering, facilitating, 10 search and, 66, 68, 70, 71, 82 Information technology (IT), e-mail specs, 128 –129 AdGooRoo and, 85 Infosys, 251 AdWords, 73–74, 78, 80 Infrastructure, e-mail marketing and, 120 Analytics, 78 Infusionsoft.com, 131 Insights, 78 ING Bank, 57 Maps, 89 “Ingredients for Good Comedy,” 227 Places, 89 “The Infl uencer: A Consumer Voice with Legs,” 165 Trends, 81 Initiative, 206 Webmaster Tools, 77–78 InMobi, 181, 190 See also Android InsightExpress, 103, 105 Gossip Girl, 233 brand lift and, 32 Gowalla, 141, 192, 213 –214 display ads, 112 GPS technology, 191–193, 197, 198 mobile marketing and, 209 Greystripe, 180 online video and, 239 Groom, Brett, 227 social media marketing and, 173 Groundhog Day, 233 Integration. See Channel integration, online and Groupon, 196 offl ine; Multimedia integration Guinness beer, 61 Intent, purchase, 32 Guinness Book of World Records, 6 Interaction, defi ning, 25

bbindex.inddindex.indd 293293 55/5/11/5/11 8:57:148:57:14 AMAM 294 INDEX

Interactive Advertising Bureau, 258 Lazar, Shira, 227 Internet: Legislation, e-mail marketing and, 119 as media hub, 10 Leichtman Research, 242 percentage of, 116 Lenskold Group, 18 Internet Explorer, 66 Levy, Dana, 125 Internet service providers (ISPs), 116 –117 Lifestyle, customer, 54 –55 Internet Yellow Pages, 73 Link analysis, 86 Interruption/disruption approach, 43 Link building, 80 – 81 “The Invested Life,” 234 LinkedIn, 121, 131. See also Social media Invite Media, 100 Link farms, 80 iOS, mobile marketing and, 185 linkpopularity.com, 80 iPad, 67, 90, 204, 209 Liodice, Bob, 17 iPhone: Listening, social: e-mail marketing and, 128 fi ltered and unfi ltered, 156 –157 mobile marketing and, 181, 186, 187, 190, 197, social media marketing and, 154 –157 198, 200, 210, 211 Local search, 89 search and, 90 Local search optimization (LSO), 73 iPod Touch, 192 LocalAdXchange, 194 iProspect, 66, 87, 96, 106 Location-based services, 213 –214 IRI, 251 Loopt, 141, 192 iStain, 198 Lotame Solutions, 103 ITZ Belden, 95 Lucky, 233

J.P. Morgan, 66 M:Metrics, 90 Jack Myers Media Business Report, 45 Macy’s, 215 JavaScript, 200 Magazines, digitalization of, 44 JC Whitney, 119 Magento, 88 JetBlue, 154, 162 Magnetic Content: Jiffy Lube, 190 best practices, 43 – 44 JiWire, 213 display ads, 100, 107–108 Johnson & Johnson, 45 fi ve-factor framework, 48 –53 keywords and fresh, 78 Kaczmarek, Ed, 199 locating, 45 – 46 Keller Fay Group, 154, 165 overview, 3, 6, 8–9, 41– 42, 61– 62, The Kelsey Group, 89, 210 276 –278 Key perception, ROI measurement and, 34 seven steps for developing, 53 – 61 Key Performance Indicators (KPIs), 262 understanding how it works, 46 – 48 Keyword research, tools for search, 85 See also specifi c marketing areas Kickbucks, 192 MailerMailer, 135 Kimberly-Clark, 166 “The Man Your Man Could Smell Like” King Fish Media, 151 campaign, 52 Kmart, 232, 233 MARCOM plan, 58 Kodak, 154 Marie Callender, 227 Kohan, Topher, 81 Marketing in the Age of Google, 65 KPMG International, 208 Marketing Sherpa, 121 Kraft First Taste, 121 MarketShare Partners, 251 Kraft Foods: Mass connectors, 165 e-mail marketing and, 122 MasterCard, 57, 176 Magnetic Content and, 45, 56 Mayar, Vipin, 179 mobile marketing and, 199 mBlox, 194 McCann Worldgroup, 3, 6, 254 L.L. Bean, 118 McDonald’s, 187 La Boulange, 147–148 McKinsey & Company, 18, 249 Lafl ey, A.G., 160 mediabizbloggers.com, 46 Last.fm, 192 MediaMath, 100

bbindex.inddindex.indd 294294 55/5/11/5/11 8:57:148:57:14 AMAM Index 295

MediaMind, 103, 105, 109, 110, 236 –237. mobile marketing and, 208 See also Eyeblaster online video and, 218, 222, 239 Mercedes, 79 Performance Measurement, 37 Meredith Corporation, 45 social media marketing and, 147, 173 Methodology, 32 Nielsen Convergence Audit, 180 Metrics, soft, 175 –176. See also specifi c type Nike, 71, 187, 188 Michelin Guides, 61 Ning, 141 Microsites, 28 Nintendo Wii, 232 Microsoft, 98, 228. See also specifi c products Nirvana, 242 Millennials, 12 Nokia, 200 Mitchell, Cassie, 232 The North Face, 50, 51 Mittelstadt, Alison, 70 Numerous Dynamic Logic, 103 Mobile marketing: allocation trends, 183 –185 Old Spice, 52, 59 appeal of, 181–183 Omniture, 181 e-mail marketing and, 116, 128 Online display ads: in-store, 214 –215 best practices, 100 –108 landscape, 180 –181 driving site traffi c, 97–98 Magnetic Content and, 42, 50, 51, 185 –199 improving branding metrics, 96 overview, 179–180, 279 infl uence sales, 98 –99 Performance Measurement, 199–204 marketplace challenges and opportunities, 99–100 search, 90 multiple roles, 96 tablets, 204 overview, 93–96 trends, 204 –215 Performance Measurement, 108 –113 Mobile Marketing Association, 204, 213, 250 –251 stimulating search, 96 –97 MobiLens, 210 Online Publishers Association (OPA), 104 Modeling approach, 35 Online video marketing: Monty, Scott, 141, 166 barriers, 224 –225 Moran, Mike, 60 future, 242 Morpace, 153 landscape, 218 –225 Motorola, 214 Magnetic Content, 226 –234 MRM Worldwide, 70, 72 overview, 217–218, 279–280 Mu Sigma, 251 Performance Measurement, 235 –241 Mullen, Jeanniey, 115 Open rates, 133 –135 Multimedia integration. See Channel integration, Oprah, 81 online and offl ine Orabrush, 217, 232, 234 Multitasking, 13, 247 Oreo, 147 Mustafa, Isaiah, 52, 59 Organization: MX record, 120 implementation and re-, 280 –281 MySpace, 141 Magnetic Content and team, 54 MyStarbucksIdea.com, 155 Original Skateboards, 231 Orville Redenbacher, 227 Nationwide Mobile App, 197 Outsell, 11, 246 NBC, 224 Outsourcing, search, 75 Neiman Marcus, 119 Netfl ix, 242 Pacifi c Catch, 192, 193 New York Times, 60, 80, 104, 193, 232 Packaging, 151 The New York Times Company, 72, 79 Pampers, 195, 196 News Corp, 224 Pandora, 192 NFL, 52 Panels. See Testing, panels Nick, 233 Papa John’s International, 174 –175 Nielsen Company: Password protections, 79 brand lift and, 32 Patient acquisition rate, 31 display ads, 101, 112 Payne, Brent D., 70, 81, 89 Magnetic Content and, 51 Pay-per-click (PPC) models, 73 –77, 84

bbindex.inddindex.indd 295295 55/5/11/5/11 8:57:148:57:14 AMAM 296 INDEX

Pay-Per-View, 6 overview, 275 Penn State University, 70 for search, 82– 83 PepsiCo Americas Beverage, 144 Quantcast, 208 PercentMobile, 200 Quattro Wireless, 185 Performance Measurement: Quick response (QR) codes, 191 barriers, 18, 19 building framework, 23 –25 R2Integrated, 167, 181, 202 overview, 3, 7– 8, 17–20, 274 –273 Radian6, 155 –156 testing tools and methods for, 37–39 Radio: See also specifi c marketing areas internet, 192 Perry Ellis, 130 mobile marketing and, 201 Personality, e-mail marketing and, 125 –126 Radio Shack, 87 Personalization, search, 91 Ralph Lauren, 119 PETCO, 118 Ramsey, Geoff, 3 Petruzzi, Dale, 81, 86 Rank, search and, 83, 85 Pew Internet & American Life Project, 66, 194, Ratings, customer, 152–153 206, 207, 211 Reach, 26, 58 – 60. See also Qualifi ed Reach Pittman, Bob, 126 Real-time bidding (RTB), 94, 99–100 Pivotal Veracity, Mailbox IQ, 128 Real-Time Search, 89–90 Pizza Tracker, 56 –57 RED, 192 Placement, content, 32 Reddit, 80 – 81 PMD Digital, 88 Redemption rate, 31 Point Inside, 187 Referrals, 10, 130, 131, 153 Point-of-purchase (POP), 192 Regus, 149 Portability, mobile marketing and, 197 Relevance: Power, shift to consumer, 13 dashboards and, 269 PR Newswire, 78 e-mail marketing and, 126 –127 Pretty Little Liars, 233 landing pages, 74 –75 PriceGrabber.com, 194 Reputation, e-mail marketing and, 119 Primary metrics, function, 21–22 Research and development (R&D), 151 Print media, expenditures, 11 Retention, ROI measurement and, 34 Privacy, invasions of, 106, 122 Retrevo, 194 Process, magnetizing as a, 47– 48 Return on investment (ROI): Procter & Gamble, 9, 45, 59, 61, 160, 230 calculating, 3, 38 Product demos, 229–300 e-mail marketing and, 136 Product design, 151 incremental, 34 –36 Publishers Clearing House (PCH), 138 lack of measurement, 15 Publishing, frequent, 78 –79 marketing mix optimization, 6 Pull-Ups, 166 mobile marketing and, 202–204 Purchase funnel, 79– 80 online video and, 240 –241 Purdue University, 88 overview, 276 search and, 84 Qualifi ed Reach, 24 social media marketing and, 173 –174 best exposure metrics, 25 –26 as a top priority, 18 calculating End Action Rate, 31 Reviews, customer, 152–153 display ads, 110 Road Runner Sports, 70 –71 e-mail marketing and, 133 Robert H. Smith School of Business, 149 mobile marketing and, 201 robots.txt fi le, 78 online video and, 236 RSS feeds, 81 overview, 275 Rubel, Steve, 3 for search, 82– 83 RunKeeper, 187 Qualifi ed Social Research, 170 –171 RunningShoes.com, 71 Qualifi ed Visits, 24 best exposure metrics, 25 –26 Safeway, 196 calculating End Action Rate, 31 Saks Fifth Avenue, 119 online video and, 236 Sales, ROI measurement and, 34

bbindex.inddindex.indd 296296 55/5/11/5/11 8:57:148:57:14 AMAM Index 297

SAS, dashboards and, 271 SEO strategy with, 81– 82 Scope Outlast, 230 See also specifi c type Search engine marketing (SEM), 68 –74 Social search, 89–90 PPC and, 74 –77 Southwest, 162 vs. SEO, 76 Spam, 119, 120, 122 Search engine optimization (SEO), 68 –73 Speed, dashboards and, 269 Batteries.com and, 86 – 88 SpinShark, 88 bottom line, 76 –77 Sports Authority, 118 expenditures, 11 Sprint, mobile marketing and, 185 how to excel in, 71–72 Standardization, dashboards and, 269 vs. SEM, 76 Staples, 147, 162 site auditing and optimization, 86 Starbucks, 147, 154, 155, 159, 162, 163 small business owner and, 72–73 StatCounter, 208 social media and, 81– 82 Stengel, Jim, 9 Search: Storage, unlimited e-mail, 116 –117 channel integration and, 247 Strategic metrics: critical to online efforts, 66 – 68, 84 – 86 best, 27–33 future of, 89–91 defi ned, 20, 21 integration with display ads, 100, 106 –107, 108 display ads, 111–112 Magnetic Content and, 77– 82 e-mail marketing and, 135 –136 mobile, 209–210 as part of framework, 23 –25 overview, 65– 66, 278 mobile marketing and, 201–202 Performance Measurement and, 82– 84 online video and, 238 –240 SEO vs. SEM, 68 –77 overview, 274 See also Online display ads, stimulating search for search, 83 – 84 SearchIgnite, 85 social media marketing and, 172–173 Segmentation, e-mail marketing and, 136 –138 See also specifi c type Self-serve platforms, 95, 100 Stuart, Spencer, 20 SenderID, 120 StumbleUpon, 81, 141 Shazam, 192 StyleMixer, 198 Shopkick, 192, 214 Subscription, 123 Shopping, mobile marketing and, 193 Sullivan, Danny, 91 Silverpop, 126 Super Bowl, 44, 70 Simmonds, Marshall, 72, 79, 80 – 81 Syncapse, 163 Simon & Schuster, 164 Size: Tableau, 271 display ads, 100, 103 –104 Tablets, 128, 215 social media and company, 147–149 Targeting: Slocombe, Humphry, 158 behavioral, display ads, 100, 105 –106 Small and medium-sized businesses (SMBs), 95 campaign, 32 Small business, e-mail marketing and, 131 vs. engagement, 282–283 SMS: Magnetic Content and, 62 mobile marketing and, 189, 190, 201, 204 mobile marketing and, 182, 186 –187 texting, 116, 128 TD Ameritrade Holding Corporation, 234 Snap-tags, 191 Technology, resisting temptation of new, 55 Soap operas, 61 Technorati, 79 Social Interaction Rate, 171–172 Television:, vs. online video, 219–221 Social listening. See Listening, social Testimonials, customer, 230 Social media overview: Testing approach: ROI measurement and, 35 –36 brand loyalty and, 14 –15 Testing: display ads, 94 control groups, 174, 240 landscape, 142–149 e-mail marketing and, 135 –136 Magnetic Content and, 56, 149–151, 151–167 ideas on customer base, 56 –57 mobile marketing and, 210 –211 panels, 37–38 overview, 141–142, 176 –177, 279 social media marketing and, 174 Performance Measurement and, 7, 18, 167–176 Texting, 128, 201, 204

bbindex.inddindex.indd 297297 55/5/11/5/11 8:57:158:57:15 AMAM 298 INDEX

Tiffany & Co., 59– 60, 119 Verizon, 185 Time Square, 188 Veronis Suhler Stevenson (VSS), 11 Timeliness, e-mail marketing and, 126 Vertical search, 90 TLC, 233 VEVO, 224 T-Mobile, 185 Video. See Online video marketing TNS, 142, 246 Video, mobile, 204 –207 Traffi c analysis, 85 Vidsense, 46 Traffi c. See also Online display ads, driving site traffi c Viral videos, 44 Transactions, enabling, 10 Vollmer, Christopher, 273 Transparency: social media and, 159–161 Wagstaff, Robert, 232 trust and, 152–153 Wall Street Journal, 60 Tremor Media, 235 Wallace, Brian, 176 Tribune Company, 81, 89 Walmart, 45 Tribune, 70 Waste reduction, 252–255 Triggit, 100 Webinars, 11 True Attribution Models (TAM): channel Webisodes, 231–233 integration and, 248 –252, 253 Webtrends Mobile Analytics, 200 True Insights Model: channel integration and, 248, WellPoint, 158 252–255 Wetpaint, 167 Trust, 14 –15, 146 –147, 152–154 “What’s So Funny?” 227 Turn, 100 Whole Foods, 45, 154 TurnHere, 226 Wi-Fi, 213 Twitter: “Will It Blend?” campaign, 52 Batteries.com and, 88 Winter Olympics, 59 e-mail marketing and, 131 Winterberry Group, 21 Magnetic Content and, 9, 42, 45, 56 Woodland, Kelley, 121 mobile marketing and, 192, 213 WordPress, 81 Search, 89 search and, 70, 80 – 82 x+1, 100 social listening and, 156 Xcelsius, 271 See also Social media XML site maps, 77–78

U.S. Army, 71 Yahoo!: U.S. Postal Service, 56 display ads, 95, 96, 97, 100, 104 Unica, NetInsight, 128 Magnetic Content and, 58 Unicast, 238 online video and, 227, 231 Unilever, 162 search and, 66, 73, 76, 85 Uniqueness, 49, 150 Yamada Denki, 198 Universal McCann, 98, 254 Yandex, 66 University of Maryland, 143, 149 Yankee Group, 181 Unsworth, Nick, 131 Yelp, 73, 192, 213 USA Today, 104 yourdomain.com, 80 User Interface (UI), 263 YouTube: Utility: Magnetic Content and, 42, 45, 58 –59 Magnetic Content and, 50, 51 mobile marketing and, 189 mobile marketing and, 197 online video marketing and, 222–223, 224, 231 social media marketing and, 150 search and, 82 Utton, Nicholas, 80 Uyenco, Beth, 228 Zagat, 73 Zappos, 70 –71 Value: Zeta Interactive, 247 defi ning and owning, 55 –56 Zinio, 115 social media marketing and, 157–159 Zinman, David, 97 Vaseline, 162 Zoomerang, 143

bbindex.inddindex.indd 298298 55/5/11/5/11 8:57:158:57:15 AMAM