Advertising 2.0 - Social Media Marketing in a Web 2.0 World

Informationen zum Autor Tracy L. Tuten is a professor of marketing at Sofia University, USA and author of several books including co-author of the award-winning textbook, Social Media Marketing. Her first book, Advertising 2.0: Social Media Marketing in a Web 2.0 World, was followed by others on using social media and digital marketing for the enterprise, and the book, Advertisers at Work, which features interviews with luminaries in the field.Dr. Tuten's publications have appeared in such journals as Journal of Marketing Communications, Psychology & Marketing, and Journal of Business Research. A two-time Fulbright Scholar, she frequently speaks around the world on marketing topics. She's been recognized with teaching awards at her respective institutions and with national awards, such as the O'Hara Leadership Award in Direct & Interactive Marketing Education. In 2013, she was inducted into the Incredible Women of ECU series, which highlights female graduates of East Carolina University who have reached exceptional levels of achievement in their respective careers. Follow her updates on Twitter @brandacity Klappentext Every day, print and online trade magazines and news sources tout developments in online advertising, branding, and marketing. Seismic shifts in the industry-like major advertisers setting up shop in Second Life and other alternate realities-have forced marketers and advertisers, ready or not, to employ new advertising models. But the potholes for advertisers using Web 2.0 are many, and missteps by companies that don't understand the new rules of the game guarantee lost time and money ill spent. Advertising 2.0 ensures that readers understand the advertising options possible in the Web 2.0 environment, provides examples of companies using these options, and offers guidelines for their application. Advertising 2.0 goes way beyond running banner ads on Web sites and explores the rapidly burgeoning world of social media marketing. Among other things, expert Tracy L. Tuten covers viral marketing, doing online research, advertising within online games, and leveraging online opinions to increase sales or grow a brand. She also describes-way out on the leading edge and sure to turn conventional advertising on its head-how smart marketers let consumers generate ad content for products and brands. While the trade press frequently publishes news of companies using innovative communications techniques, there are hardly any books telling people how to take the plunge into the newest forms of advertising. Advertising 2.0 presents the current state of online advertising, and best practices for using techniques like consumer-generated advertising, social networking, online product reviews, viral video, Second Life, alternate reality games, and more. It also includes case studies and examples of successes and mistakes. Companies and brands featured include Nine Inch Nails, Audi, 42 Entertainment, MySpace, YouTube, Dogster, Vodaphone, Leo Burnett, and others. Best, each method described includes guidelines for getting the most out of the technique, thereby letting advertisers cut through the clutter to touch the hearts of customers worldwide. Inhaltsverzeichnis Acknowledgments 1: Advertising Online: Engaging Consumers with Web 2.0 2: Socialcentricity and the Emergence of Social Media Marketing 3: Friendvertising: Advertising and Brand Building with Social Networks 4: Advertising in the Imagination: Social Virtual Networks and the Vlobalization of Brands 5: From Moments to Minutes: Advertising with Social Play 6: Influence the Influencers: Building Brands with Social News Media 7: Citizen Advertising: Consumer-Told Brand Folklore 8: In My Opinion: The Social Influence of Consumer Product Reviews 9: Social Fiction: Branding with Alternate Reality Games 10: Ads in Play: Immersing Brands In and Around Social Games 11: Social Media Impact: Bala...

Product details

• Authors: Tracy L. Tuten
• Publisher: Greenwood Press
• Languages: English
• Product format: Hardback
• Released: 30.09.2008
• EAN: 9780313352966
• ISBN: 978-0-313-35296-6
• Dimensions: 158 mm x 235 mm x 17 mm
• Subject: Social sciences, law, business > Business