New, Thoroughly Updated

To become a successful direct and interactive marketer, it is vital to stoke your creative fires: to move beyond the obvious formula and format to discover fresh words and pictures that overcome inertia and incite prospects to action. The all-new third edition of Creative Strategy in Direct and Interactive Marketing has been totally revised to address the new issues of interactive marketing media and integration and convergence of all media. 



Susan Jones shares with us how the creative strategy must fit into the marketing plan and what the creative team needs to know to produce superior results that are both strategically correct and tactically effective.

Introduction

How to Use this Book

Part I Social Media

Chapter 1

What Makes Social Media Social?
Social Media: The Phenomena
Strategies and Campaigns in Social Media
Social Media: The Emerging Tool for Business
New Tactics, Tools, and Tricks for the Trade
Social Media for Personal Brand Building
Monitoring, Evaluation and Security in Social Media
Extra Point

Part II Blogging

Chapter 2

The Ins and Outs of Blogging
Becoming a Better Blog Writer
Making Your Blog
Blogging for Business
The Best of the Best Blogs

Part III Social Networking

Chapter 3

Everyone’s Friend—Facebook
About Facebook—The Big Kid on the Block
How Business Exploits Facebook’s Potential
Some Important Information About Facebook Users
New Facebook Tools
Facebook and Personal Finances
Enhancing Your Facebook Page
Facebook in the Future
Extra Point

Chapter 4

LinkedIn to Business Connections
Using LinkedIn for Business
LinkedIn for Personal Growth

Chapter 5

Becoming a Master of the Twitterverse
Twitter Twends
That Tweet Smell of Successful Strategies
Business Tips, Tactics, Tools and Tricks of the Trade
Tweeting Your Personal Brand
Monitoring, Evaluation and Security
Extra Point

Chapter 6

Location, Location, Location and Foursquare
Tips, Tactics and Foursquare Tricks of the Trade
Extra Point

Part IV Google

Chapter 7

Google: Searching Out the Changes in Our World
Google Uses
Google Tools and Apps
Google for Business
Extra Point—Google+

Part V Online Public Relations

Chapter 8

Online PR—The Dialog We’ve Wanted All Along
PR’s Role in Social Media and Vice Versa
Going Social with Traditional Reporters and Editors
Pay Attention to the Blogger
The Importance of Location, Location and Content
Social Media PR Tools, Tips, Tactics and Tricks
Extra Point

Part VI Internet Marketing

Chapter 9

Internet Marketing through Customer Conversations
Trends and Concepts in Internet Marketing
Including Internet Marketing in a Business Strategy
Tips, Tactics, Tools and Tricks of the Trade
Extra Point—New Four P’s of Marketing

Chapter 10

Buying Your Position with Search Engine Marketing and Pay-Per-Click Advertising
Understanding the Basics
Creating Your Find-ability Strategy
Starting and Running a Google Ad Campaign
SEM and PPC Mistakes and Miscalculations
Extra Point—Staying Ahead of the Game

Chapter 11

Earning Your Position with Search Engine Optimization
Understanding the Basics
Creating Your SEO Find-ability Strategy
Starting and Running a SEO Campaign
Evaluating Your SEO Campaign and Avoiding Mistakes
Extra Point—Staying Ahead of the Game

Chapter 12

Social Bookmarking—What’s That and Who Cares?
Understanding the Basics
Tips, Techniques, Tactics and Tricks of the Trade
Extra Point—Social Bookmocial Media—Design and Action

Chapter 13

Basics of Good Web Design
Understanding the Basics
Tips, Techniques, Tactics and Tools of the Trade
Resources for Design Professionals
Extra Point – Staying Ahead of the Game
Special Perfect Practice Makes Perfect

Chapter 14

You-Tubing in the Streams of Consciousness
Understanding the Basics
Tips, Tools, Tactics and Tricks of the Trade
Online Video Marketing and Advertising
Extra Point – Staying Ahead of the Gam

Post Script

About the Authors