Online marketing / Social media marketing Books

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Book SynopsisEvery one of your favorite influencers started with zero followers and had to make a lot of mistakes to get where they are today--earning more money each year than their parents made in the last decade. But to become a top creator, you need to understandthe strategies behind the Insta-ready lifestyle . . . As nightlife blogger, then social media strategist, and now Senior Director of Influencer Strategy and Talent Partnerships at Hearst Magazines Digital Media, Brittany Hennessy has seen the role of influencers evolve and expand into something that few could have imagined when social media first emerged. She has unrivaled insight into where the branded content industry was, where it is, and where it''s going.

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Book SynopsisDo you have a hobby you wish you could indulge in all day? An obsession that keeps you up at night? Now is the perfect time to take that passion and make a living doing what you love. In Crush It! Why NOW Is the Time to Cash In on Your Passion, Gary Vaynerchuk shows you how to use the power of the Internet to turn your real interests into real businesses. Gary spent years building his family business from a local wine shop into a national industry leader. Then one day he turned on a video camera, and by using the secrets revealed here, transformed his entire life and earning potential by building his personal brand. By the end of this book, readers will have learned how to harness the power of the Internet to make their entrepreneurial dreams come true. Step by step, Crush It! is the ultimate driver’s manual for modern business.Trade Review"Gary is a force of nature. His authentic, raw passion and caring touches everyone. His insights into social media & his message of opportunity could not be more timely." -- Tony Robbins "Gary was the first person to push me on the importance of personal brand and transparency - this was months before anyone was talking about it, he's always two steps ahead of anyone else." -- Kevin Rose, Founder of Digg.com "Anyone looking to supercharge their career should beg, borrow, and steal to learn Gary Vee's techniques. He reinvented the rules to build a $60-million business from scratch-on his own terms." -- Tim Ferriss, #1 NY Times bestselling author of The 4-Hour Workweek "Gary Vaynerchuk is one of those entrepreneurs who has discovered the secret to combining passion with business. He is always an inspiration and always entertaining. You owe it to yourself to read this book!" -- Tony Hsieh, CEO of Zappos.com "Gary Vaynerchuk has become a walking, talking (and oh, such talking!), webbing and Tweeting example of how believing in what you do and keeping it fun can step up your life in all ways. There is nobody I would rather talk sports with-or wine or life." -- Scott Simon, host of Weekend Edition Saturday on NPR

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Book SynopsisHas your website traffic seen a dip or flatlined? Do you feel like you're behind the competition? Do you feel like you don't understand what SEO is? Do you wonder if organic traffic is still worth your time and effort? Are you worried about wasting time and money? If you answered Yes' to just one of these questions, this book is for you. The Organic Advantage has been written for ecommerce business owners, ecommerce directors, marketing managers and marketing professionals to enable you to ensure SEO gets results for your business. Read this book and follow Martin's ANCHOR model in order to: Develop a strategy to grow your website traffic, organically, for long-term success Understand the issues and what needs doing without being drowned in technical jargon Identify, brief, and direct the people responsible for implementing your SEO activity Get your ecommerce business performing to its full potential

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Book SynopsisWhen managers and marketers outline their social media strategies, they often plan for the right hook - their next highly anticipated sale or campaign that's going to put the competition out for the count. Right hooks, after all, convert traffic to sales. This book offers a blueprint to social media marketing strategies that really works.

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Book SynopsisThe social media secrets that experts and top professionals use.Get results fast with this quick, easy guide to the fundamentals of social media for business.Includes how to: Plan Promote Post Position Monitor Be real Be ethical

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Book SynopsisGary Vaynerchuk has captured attention with his multi-faceted approach to personal branding and business. After utilizing traditional advertising techniques to build his family's local wine business into a national industry leader, Gary leveraged social media tools such as Twitter and Facebook to promote Wine Library TV, his video blog.Trade Review"Gary is a force of nature. His authentic, raw passion and caring touches everyone. His insights into social media & his message of opportunity could not be more timely." -- Tony Robbins "Gary was the first person to push me on the importance of personal brand and transparency - this was months before anyone was talking about it, he's always two steps ahead of anyone else." -- Kevin Rose, Founder of Digg.com "Anyone looking to supercharge their career should beg, borrow, and steal to learn Gary Vee's techniques. He reinvented the rules to build a $60-million business from scratch-on his own terms." -- Tim Ferriss, #1 NY Times bestselling author of The 4-Hour Workweek "Gary Vaynerchuk is one of those entrepreneurs who has discovered the secret to combining passion with business. He is always an inspiration and always entertaining. You owe it to yourself to read this book!" -- Tony Hsieh, CEO of Zappos.com "Gary Vaynerchuk has become a walking, talking (and oh, such talking!), webbing and Tweeting example of how believing in what you do and keeping it fun can step up your life in all ways. There is nobody I would rather talk sports with-or wine or life." -- Scott Simon, host of Weekend Edition Saturday on NPR

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Book SynopsisTrade Review“Gary is a masterful entrepreneur with a gift for communication that cuts through all the bullshit that can often hinder one’s success. We share the same simplistic business philosophy which is why we’ve become good friends: Be willing to put in the hard work. And always be grateful. Crushing It! is a must-have for all individuals who want to be the best at what they do.” — Dwayne “The Rock” Johnson “The name GaryVee has become synonymous with motivating an entire generation. No one understands the power of social media better than Gary, because none of what he preaches is theory—it’s an understanding born from his deep experience in business and in life.” — Casey Neistat “Gary is helping to calibrate the desires and expectations of a new generation searching for a way to break through the noise. He’s loud, he’s high energy—and he’s exactly right.” — John Mayer Vaynerchuk identifies the most important components that contribute to successful online marketing in a personable, lively way. Going beyond simple “how-to” guides for the various platforms, he gets at the heart of what it takes to succeed in a competitive environment. Recommended for anyone looking to get started online or increase their media currency. — Laurel Tacoma, Fairfax Cty. P.L., VA

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Book SynopsisUSA Today BestsellerIn his sixth business book, bestselling author, entrepreneur, and investor Gary Vaynerchuk explores the twelve essential emotional skills that are integral to his life—and business—success and provides today’s (and tomorrow’s) leaders with critical tools to acquire and develop these traits.For decades, leaders have relied on “hard” skills to make smart decisions, while dismissing the importance of emotional intelligence. Soft skills like self-awareness and curiosity aren’t quantifiable; they can’t be measured on a spreadsheet and aren’t taught in B-schools or emphasized in institutions. We’ve been taught that emotional intelligence is a “nice to have” in business, not a requirement. But soft skills can actually accelerate business success, Gary Vaynerchuk argues. For analytical minds, it’s challenging to understand how to get “better” at being self-aware, curious, or empathetic—or even why it’s important to try. In this wise and practical book, Gary explores the 12 human ingredients that have led to his success and happiness and provides exercises to help you develop these traits yourself. He also shares what the “half” is—that emotional ingredient of leadership he’s weakest at and makes the most effort to improve. Working through the ideas and exercises in the book, he teaches you how to discover your own “halves” and offers insight on how to strengthen them. Gary’s secret to success is using these twelve traits in varying mixtures, depending on the situation. But how do we know when to balance patience with ambition? Humility with conviction? Gary provides real-life examples involving common business scenarios to show you how to use them together for optimum results. This iconoclastic book will help you refine your ingredients and improve your leadership capabilities. When implemented in the proper situation, these ingredients can help leaders land promotions, retain core employees, move faster than competitors, win the loyalty of customers, and build successful organizations that last.   Trade Review"Vaynerchuk draws on his experiences, successes, and mistakes to offer uplifting advice about leadership and happiness. . . . A genial business guru redefines success." — Kirkus Reviews "A dishy memoir and a kind of 'best of Gary' anecdotes and reflections." — Forbes “A forward-thinking revelation and an enjoyable read. This is not your typical nuts-and-bolts guide to being a better businessperson, but it is instead a personal journey through Vaynerchuk’s psyche that shows that there’s a lot more to being successful than KPIs, numbers, and drive. Twelve and a Half isn’t just about making you a better businessperson—it’s about making you a better human being, which is exactly what we need right now.” — Shondaland

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Book SynopsisTrade Review"Social Media Management simplifies the often-mysterious world of social media strategy with an approachable style that challenges and enlightens students of all professional backgrounds."--Eric Brey, University of Wisconsin-Stout "This is one of the most effective, foundational textbooks available for students looking to master their abilities to create strategic social media plans at an organizational level."--Kirsten Whitten, Regis College, Curry College, and Stonehill College "A great overview of strategic social media that ties together the importance of social media being couched in business and marketing strategy and practical, relevant examples and case studies that engage students."--Mary C. Martin, Fort Hays State University "In the 'old days' of analog marketing, most faculty consumed newspapers, magazines, and TV, so it was very easy to understand advertising and/or marketing communications. Today, many faculty are aware of digital marketing, but have a very limited use of the varied platforms available. This book offers both enough technical detail and examples on the various platforms for even the digitally naive faculty member to leads a class, along with a good strategic overview that seems to be lacking from so many treatments of social media marketing."--Eric J. Karson, Villanova University "Informative and also effective! I would strongly suggest that my colleagues adopt this book because it's current, relevant, and learner-centered and will add value from a social media marketing perspective for a long time to come."--Mohammed Nadeem, National University and the University of San FranciscoTable of ContentsPreface Chapter 1. Maximizing Business Value Social Media Equals Business Opportunity (And Not Just for Cats) What Is Social Media Management? Evolving from a Platform-Driven to a Goal-Centric Approach Setting Goals to Drive Value Social Media Management Framework What's Next? Platforms May Change, But The Industry Will Still Grow Your Turn: A Goal-Setting Exercise for Your School Chapter 2. Targeting Social Audiences Collecting Social Audience Segmenting Social Audiences Data Prioritizing Target Audiences Engaging Social Audiences It's Complicated Your Turn: Analyze Your Class Chapter 3. Adopting Social Platforms Renting or Buying in Social Media Conducting a Platform Audit Platform Fit Test Adopting Multiple Platforms Platform Analysis Never Stops Your Turn: Strategic Platform Choice Chapter 4. Developing Social Brand Strategy Why Brand Strategy in Social Media Matters Branding Social Media Presences Extending a Brand Personality Structuring a Social Media Portfolio Managing a Social Brand Portfolio The Cocktail Party Your Turn: Trader Joe's Social Brand Strategy Chapter 5. Designing Social Content Building Blocks of Social Content Tailoring Social Content to the Platform Social Content Development Creating and Evolving Your Turn: Represent Your Culture Chapter 6. Distributing Social Content Inventory Social Media Marketing Assets Decide on Social Media Marketing Campaigns Implement a Social Media Marketing Campaign Sample Social Media Campaign Grid Ready, Set, Go Viral Your Turn: Develop a Social Media Marketing Plan for Fidelity Chapter 7. Measuring Social Media Results Dimensionalizing the Business Value of Social Media Measuring Brand Value Measuring Revenue Value Measuring Operational Value Measuring Cultural Value Measuring Results Is Not Easy Your Turn: Devising a Measurement Plan for Sanergy Chapter 8. Managing Crisis in Social Media Crisis in Social Media Evaluating a Social Media Crisis Responding to a Social Media Crisis Executing Social Media Crisis Management Another Day, Another Potential Crisis Your Turn: Kashi Crisis Management Chapter 9. Building a Social Culture Social Media Use Within Organizations Trade-offs of Internal Social Media Use Internal Social Media Use in Action Key Success Factors The World's Best Boss Your Turn: Internal Social Media Strategy for Comcast Customer Service Chapter 10. Defining Your Personal Brand In Social Media Assume Everything You Post Is Public Social Media Management Framework Considerations Possible Strategic Directions Managing the Risks of a Social Media Presence Tips on Execution It's All About You Your Turn: Personal Social Media Audit Epilogue: Leadership in Data Privacy

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Book SynopsisTable of ContentsFigures List Preface: The Global Impact of The Conversion Code and What’s New in the 2nd Edition Introduction: How I created The Conversion Code Disclaimer: How to Read The Conversion Code Section One: How To Do Marketing That Attracts High-Quality Leads Chapter 1: The Biggest Challenges Facing Marketing and Sales (plus what happens when you crack The Conversion Code) Chapter 2: How To Use Your Website To Attract High-Quality Leads Chapter 3: How To Build Landing Pages That Capture High-Quality Leads Chapter 4: Blogging For Business (how to write blogs posts that generate high-quality leads) Chapter 5: How To Optimize Your Content for Lead Generation, Social Media, and Search Engines Chapter 6: Advanced Facebook Marketing and Advertising Techniques that Generate High-Quality Leads Chapter 7: Using Google PPC (Adwords) To Capture High-Quality Leads Chapter 8: How To Use Videos (and YouTube) To Attract and Convert Leads Chapter 9: How To Get The Most Out Of Twitter Chapter 10: How To Use Instagram To Attract High-Quality Leads (and raving fans) Chapter 11: It’s TikTok Time Chapter 12: How To Use LinkedIn For Maximum Impact (in minimal time) Chapter 13: Audio Is Everywhere (how to take advantage of it) Chapter 14: Influencer Marketing Chapter 15: Get The Most Out Of Your Marketing and Convert More Leads Using Retargeting Section Two: How To Find And Follow-Up With The Highest-Quality Leads That Are The Most Likely To Convert Chapter 16: Amazing Sales Tools That Will Increase Your Lead Conversion Rate Chapter 17: Should You Use an ISA or an A.I. Chatbot to Follow-Up with Leads? Chapter 18: How To Achieve The Highest Lead Conversion Rate Possible Chapter 19: How To Convert Leads Using Text Messages Chapter 20: How To Use Automated Email Campaigns To Convert Leads Chapter 21: Expert Email Marketing Tips That Build Your Brand and Convert Leads Chapter 22: How To Find and Convert The Hottest Leads Using User Tracking and Triggered Messages Section Three: The Billion Dollar Sales Script Chapter 23: Welcome to the Boiler Room Chapter 24: The Pre-Call Stalk Chapter 25: How to Have a Perfect First Minute on a Sales Call with a Lead Chapter 26: The Digging Deep Technique Chapter 27: How to Quickly Get a Lead to Trust You Chapter 28: Proactively Uncovering Objections Chapter 29: How to Start Closing Using the Five Yeses Chapter 30: The Perfect Sales Pitch Chapter 31: Exactly What to Say When You Transition from Pitching to Closing Chapter 32: How To Close Chapter 33: How To Overcome Objections Chapter 34: Preferred Additional Outcomes (what to do when you can’t close someone) Chapter 35: What To Say After They Say Yes Chapter 36: How To Get the People You Close to Send You High-Quality Referral Leads Bonus Chapter: Analytics - How To Track The Metrics That Matter (and what to do based on the data) Notes About the Author Index

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Book Synopsis Harness the power of social media to attract new customers and transform your business!   More than three billion people are now on social media. If youâre not in the social media marketing game, youâre not in the game at all. From one of the worldâs leading figures in the world of social media marketing, Likeable Social Media reveals everything you need to know about building your brand and attracting & retaining loyal customers through smart, savvy social media engagement. This updated edition of the bestselling classic is packed with expert advice and new case studies that demonstrate the latest best practices. Youâll find critical information about new and relevant social media platforms, such as Snapchat, along with updated tools, and tactics around video, mobile, paid media, and data; and need-to-know insights into existing platforms/content, including Instagram, LinkedIn and Facebook stories. <Table of ContentsForeword Acknowledgments Introduction CHAPTER  1 Listen First, and Never Stop Listening CHAPTER  2 Way Beyond “Women 25 to 54”: Define Your Target Audience Better Than Ever CHAPTER 3 Use Social Network Ads for Much Greater Impact CHAPTER  4 Think—and Act—Like Your Consumer CHAPTER  5 Invite Your Customers to Be Your First Fans CHAPTER  6 Engage: Create True Dialogue with, and Between, Your Customers CHAPTER  7 Respond Quickly to All Bad Comments CHAPTER  8 Respond to the Good Comments Too CHAPTER  9 Be Authentic CHAPTER 10 Be Honest and Transparent CHAPTER 11 Should You Ask a Lot of Questions? CHAPTER 12 Provide Value (Yes, for Free!) CHAPTER 13 Share Stories (They’re Your Social Currency!) CHAPTER 14 Inspire Customers and Influencers to Share Your Stories CHAPTER 15 Integrate Social Media into the Entire Customer Experience CHAPTER 16 Admit When You Screw Up, and Then Leverage Your Mistakes CHAPTER 17 Consistently Deliver Excitement, Surprise, and Delight CHAPTER 18 Don’t Sell! Just Make It Easy and Compelling for Customers to Buy Conclusion: Just Be Likeable Appendix: A Refresher Guide to the Social Networks That Matter Most Notes Index

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Book SynopsisUsing image and film advertisements, interviews, social media and public and private archives, Luxury Fashion and Media Communication offers an interdisciplinary approach to analyzing the value of the luxury object. Regular reports on consumption in media and frequent advertising on social media have allowed people all over the world to share in the issues and development of luxury; but how is it communicated, and how has it affected the consumer?An international range of scholars explore the material and immaterial value and meaning of luxury, how it is materialized and how it is communicated between the luxury industry and the consumer. Investigating French, Italian and Spanish luxury brands and their communication strategies on the global market, and including two chapters focusing specifically on the Chinese and American markets, they examine the ambiguity of the luxury commodity. This volume shows particularly the conflicting narratives between the idea of exclusivity and hTrade Review[A] sparkling collection ... Luxury Fashion and Media Communication provides new viewpoints on material and immaterial themes, establishing itself as an indispensable text in this rapidly emerging field. * John Armitage, University of Southampton, UK *Capturing the conflicting narratives around luxury, the editors have effectively brought together scholars, offering various perspectives on media communication as a source for expressing that luxury is something beyond the ordinary. * Ruth Marciniak, GCU London, UK *An important addition to academic studies of fashion and luxury as forms of communication. * Nick Rees-Roberts, Université Sorbonne Nouvelle, France *Table of ContentsList of Illustrations List of Contributors Introduction Paula von Wachenfeldt & Magdalena Petersson McIntyre 1. Contemporary Luxury and the Communication of Jewellery Patrizia Calefato 2. Sensing Luxury: The Meaning and Embodiment of Objects in Film Commercials Paula von Wachenfeldt 3. Selling luxury: Guided Sensory Communication in the Perfume Store Magdalena Petersson McIntyre 4. Chanel’s Ascent to the Pinnacle of Luxury: A Triadic Model of Evolution for Luxury Brands Thomaï Serdari 5. Sketching agencies, intellectual property rights, and the mediations of luxury Véronique Pouillard 6. Strategical capabilities of luxury fashion: The case of Loewe Isabel Garcia Hiljding & Lourdes Susaeta 7. From Tween to Teenagers: The meaning and consumption of luxury amongst children Yasmin Sekhon Dhillon 8. Motivations, expression, and media: Symbolic consumption of luxury brands in China Emma Björner and Xinxin Liu 9. Luxury Fashion Brands and ethicality: The importance of expressing one’s true self Gwarlann De Kerviler Index

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Book SynopsisDiscover the tools required to pursue your career in cosmetics marketing. Through an in-depth analysis of this fast-growing and complex industry, Cosmetics Marketing: Strategy and Innovation in the Beauty Industry provides thought-provoking, industry-led exercises and case studies to demonstrate the role of aesthetics, authentic communication, emerging technologies, cultural trends, and the measurement of marketing efforts. There are also practical, beautifully illustrated resources for entering the field, exercises for boosting creativity, preparations for interviews, as well as an overview of the beauty products and theory used by makeup artists and product developers. With a focus on the evolution of the industry and its social responsibilities in terms of inclusivity and sustainability, this is a core text for cosmetics courses in marketing and business at the undergraduate and graduate levels. Cosmetics Marketing is the ultimate guide to this powerful, multi-billion dollar globaTrade ReviewThis insightful guide to the dynamic forces that continue to shape the cosmetics industry will serve as an invaluable resource to the current and next generation of leaders in beauty. -- Christine Chang, co-founder and co-CEO of Glow RecipeAn excellent guide to cosmetics marketing that weaves together both the theory and the practical to provide a comprehensive review of the discipline. Karchin and Horvarth have done a superb job illustrating the text with real-life stories from the industry, from the very early days, to the most recent times and have included a fascinating chapter on the history of makeup. Each chapter contains well-defined learning objectives and there is a very useful section on planning a career in the cosmetics industry. This is clearly a reference text book for any aspiring cosmetics and beauty marketer. -- Simon Worraker, CEO, JaponesqueThe Cosmetics industry is one of the most enduring and dynamic out there, and this text book provides a comprehensive primer on the different elements of business strategy as well as important historical context for the rapid evolution that is occuring today. – Amanda Baldwin, CEO, Supergoop!Lindsay Karchin and Delphine Horvath’s book Cosmetics Marketing: Strategy and Innovation in the Beauty Industry opens the curtains behind the complex beauty industry. It takes us on a comprehensive view from intriguing cultural history to the inner workings of today’s cosmetics sector. A vital guide for anyone who wants to discover this unique industry. * Lan Vu, Founder & CEO, BEAUTYSTREAMS *Cosmetics Marketing serves a critical need in fashion studies and elegantly brings together industry insights and key theoretical concepts. I find it strange that many fashion programs don't include beauty as part of the curriculum - even though it's a huge part of fashion. Cosmetics Marketing makes it easier to incorporate this important segment of fashion into both fashion and business programs. I'm grateful for this textbook - the first of its kind - and use it in my Beauty Culture, Commerce, and Innovation course. -- Denise H. Sutton, Associate Professor, Department of Business, City Tech-City University of New York, USATable of ContentsIntroduction Chapter 1: A Brief History of Makeup The Study of Beauty as the Study of Culture Early Uses of Cosmetics Early Icons: Royal Courts The Normalization of Cosmetics The Birth of a Formalized Industry: Beauty as a Commercial Business Shifting Political Contexts: The Politics of Beauty The Globalization of Beauty The Contemporary Cosmetics Industry Further Exploration Chapter 2: Understanding the Cosmetics Market What is Cosmetics Marketing? Company Spotlight: Revlon Fire & Ice Campaign Company Spotlight: Sephora’s Retail Revolution The “5 P’s” of Cosmetics Marketing: Product, Place, Price, Promotion, and People Further Exploration Chapter 3: Strategies in Cosmetics Marketing Company Spotlight: Revlon Charlie (STP Model) Company Spotlight: Estée Lauder Youth-Dew (Product Repositioning) Company Spotlight: Dove Campaign for Real Beauty (Brand Repositioning) Segmentation, Targeting, and Positioning (STP) Model Repositioning Strategy Company Spotlight: Kylie Cosmetics (Digital-First Branding) Company Spotlight: The Body Shop (Push vs. Pull Strategies) Push vs. Pull in a Digital Landscape Threshold-Based Promotional, Value Size Pricing, and Cross-Sell Strategies Financial Strategy 101 Marketing Strategies for Future Growth Further Exploration Chapter 4: Cosmetics Industry Innovation & Evolution A Brief History of Innovation in Beauty Product Innovation Technological Innovation Evolution: Social Responsibility, Wellness, and Inclusivity Evolution: Contemporary Visual Culture – Social Media and Brand Aesthetics Further Exploration Chapter 5: Planning a Beauty Career Career Prep Specializations in Beauty Cosmetics Industry Interview Preparation Networking Continuing Education Further Exploration Chapter 6: Makeup Theory and Approaches Product Overview Consumer Characteristics Classic Makeup Looks Further Exploration Glossary Endnotes and works cited Index

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Book SynopsisShailin Dhar, based in New York City, New York, is a founding partner of Method Media Intelligence, a measurement consultancy and technology provider. A board member for the Programmatic & Data Center at IAB, he's served as Chief Strategist for Adsiduous Media, Director of Business Development at Darcher Media, and Business Development and Operations Manager at DOL Marketing.Scott Thomson, based in London, UK, is a partner at Method Media Intelligence. He has twenty-five-years' experience helping companies like Publicis, Nielsen, Dentsu and Naked Communications design and measure marketing strategies. Thomson helped the UK's Ministry of Defence design user-friendly dashboards and controls for military equipment.Trade Review"It's great to see Shailin Dhar and Scott Thomson pushing hard to open up the black box that is digital advertising. This book dives deep into the multiple aspects that advertisers should control and provides actionable solutions. It's only through the work of people like this that the current situation will improve. Brilliant content." * Nick Manning, cofounder of Manning Gottlieb OMD, former COO of Ebiquity, media transparency advisor to the Association of National Advertisers and founder of Encyclomedia *Table of Contents Chapter - 00: Introduction; Chapter - 01: Meaningful measurement; Chapter - 02: The digital supply chain; Chapter - 03: The skills gap; Chapter - 04: When to consult external partners; Chapter - 05: The limits of tech; Chapter - 06: Understanding your leverage; Chapter - 07: Risks versus rewards; Chapter - 08: Shiny new digital objects; Chapter - 09: References

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Book SynopsisShailin Dhar, based in New York City, New York, is a founding partner of Method Media Intelligence, a measurement consultancy and technology provider. A board member for the Programmatic & Data Center at IAB, he's served as Chief Strategist for Adsiduous Media, Director of Business Development at Darcher Media, and Business Development and Operations Manager at DOL Marketing.Scott Thomson, based in London, UK, is a partner at Method Media Intelligence. He has twenty-five-years' experience helping companies like Publicis, Nielsen, Dentsu and Naked Communications design and measure marketing strategies. Thomson helped the UK's Ministry of Defence design user-friendly dashboards and controls for military equipment.Trade Review"It's great to see Shailin Dhar and Scott Thomson pushing hard to open up the black box that is digital advertising. This book dives deep into the multiple aspects that advertisers should control and provides actionable solutions. It's only through the work of people like this that the current situation will improve. Brilliant content." * Nick Manning, cofounder of Manning Gottlieb OMD, former COO of Ebiquity, media transparency advisor to the Association of National Advertisers and founder of Encyclomedia *Table of Contents Chapter - 00: Introduction; Chapter - 01: Meaningful measurement; Chapter - 02: The digital supply chain; Chapter - 03: The skills gap; Chapter - 04: When to consult external partners; Chapter - 05: The limits of tech; Chapter - 06: Understanding your leverage; Chapter - 07: Risks versus rewards; Chapter - 08: Shiny new digital objects; Chapter - 09: References

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Book SynopsisAre you looking to supercharge your business and grow your online community? The key to a booming business is your community. Founder of social media consultancy The Selfhood, Daisy Morris, is here with the ultimate guide for all the side-hustlers, creators, business owners and freelancers looking to build a genuine community on social media. This book drops the jargon - Daisy will teach you how to take your community on a journey. From brand awareness through to conversion, you will have the confidence to expand your reach while nurturing your existing fans, followers, subscribers and customers to turn them in to loyal and repeat customers. You will learn how to create meaningful connections with your audience, through real-life case studies, simple exercises and top-notch business advice. A must-read for any business owner.

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Book SynopsisTrade Review“Overdeliver is the bridge that connects the timeless fundamentals of direct response marketing to the state-of-the-art marketing strategies, tactics, and channels of today. Brian Kurtz is a living legend. . . . Nobody but Kurtz could've written this book.”— Ryan Levesque, #1 national best-selling author of Choose and Ask“Brian Kurtz knows real marketing better than almost anyone. This book is a must-read for marketers of all generations.”— Ryan Deiss, founder and CEO, Digital Marketer“How many guys can put Dan Kennedy, Gary Bencivenga, Joe Sugarman, Ken McCarthy, Jay Abraham, a billionaire or two, and 300 of the best marketers on earth in one room? You can count them on one hand and Brian is one of those hombres.”— Perry Marshall, author, 80/20 Sales & Marketing, Ultimate Guide to Google AdWords, and Ultimate Guide to Facebook Advertising“Brian was not only one of the wunderkinds who practically invented DM publishing in the 1980s, he was also one of the elder statesmen of the industry that guided its transition from paper to electronic in the 2000s. [He is] the perfect person to write a book that assimilates the best insights and ideas of the industry’s best and brightest business leaders.”— Mark Ford, chief growth strategist, The Agora, and author of two dozen books, including the bestseller on building entrepreneurial businesses, Ready Fire Aim“Filled with more useful information and history than any other book I’m familiar with.”— Joe Sugarman, direct marketing legend“In Overdeliver, Brian shares how you can use offers, copy, multichannel marketing, continuity, and a lot more to be a better marketer, grow your business, make more money, and make a big impact in your market. If you want to learn from one of the greatest marketing minds alive, read Brian’s new book.”— Joe Polish, founder, Genius Network and Genius Recovery“In Overdeliver, Brian chronicles almost four decades of hard-core experience . . . condensing it down into something you can absorb in an afternoon. . . . He's forgotten more about marketing and sales than most newcomers will ever ‘discover’.”— Frank Kern“Nobody has paid closer attention to the world of direct response advertising than Brian Kurtz. . . . This is a must-have book for . . . anyone seriously interested in how people decide what, when, and how to buy.”— Bill Bonner, founder, The Agora“If the word ‘marketing’ makes you cringe, this book is for you. And if the word ‘marketing’ makes you salivate, this book is for you. Overdeliver is loaded with time-tested strategies and invaluable ideas . . . a marketing balm to the sore business soul.”— Victoria Labalme, performing artist, performance strategist, and member, Speaker Hall of Fame“There’s a very small group of true direct response wizards out there, [and Brian Kurtz is] one of the guys who can change your career and business in a heartbeat with just a casually tossed off piece of advice. This book is your invitation to join that elite conversation.”— John Carlton, copywriting know-it-all, grizzled consultant, and author of The Entrepreneur’s Guide to Getting Your Shit Together“For years, I’ve given to students of marketing a list of 14 must-read books—I’ve now added Brian’s book to a new list of 15.”— Richard A. Viguerie, pioneer of political direct mail and Chairman of American Target Advertising, Inc.

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Book SynopsisUse the power of the Internet to start your own business or improve the business you have already started. This guide will show how with limited resources anyone can start a business with the multitude of tools available for research, marketing, sales, distribution, website creation and communication that are a fingertips click away. Written by a home-based business guru and consultant, the guide offers detailed options as well as suggestions so you can make the right decisions to reach your ultimate goal. Topics covered include: Defining Your Home-Based Business Opportunity Business Research Popular Home-Based Internet Businesses Computing Solutions Site Marketing Sales Tools & Sites Marketing & Advertising Social Media Marketing Managing Your Customers

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Book SynopsisNew reality â customers find you online and you can grow your business using evolving technologies and marketing tools that are often FREE. This 6-page laminated guide is loaded with statistics so you know what drives customers to local businesses, and more importantly, how you can do it using the right tools. Suggested uses: o Business Owner/Manager â optimize your use of marketing tools and tactics provided in the guide by testing their effectiveness then using what works from this toolbox o Entrepreneurs â start your business with a bang not a whimper, learn what you need to build a presence before you even open your doors o Students of Business â familiarize yourself with real-world marketing solutions for small and large businesses

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Book SynopsisStart selling and boosting your sales in the world's largest and fastest growing marketplace. Clearly and concisely organized in 6 laminated pages, you will find out what to sell, how to sell, and how everything from shipping, discounts, and returns will affect your profit. Our expert gives examples, pros and cons, and tips and tricks. Know what fees will be charged and what options you have, plus - how you can boost discoverability and relevancy of your stuff (the gold standard on amazon). Suggested uses: ⢠NEW Sellers â learn to sell new products you create or that you buy and resell, like used books ⢠Experienced Sellers â already using Ebay, Etsy, or Craigslist? Know the details so you can add the largest online marketplace to your list of stores ⢠Already Selling on Amazon â take your selling to the next level and boost relevancy and sales, while knowing the pros and cons of growing your business on Ama

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Book SynopsisStart selling, boosting your sales and building or extending your business on the world's largest auction and retail marketplace. Clearly and concisely organized in 6 laminated pages, our eBay sales expert and author will guide you every step of the way to ensure you use proven methods of listing, selling, dealing with returns and payments down to options for shipping and packaging items all while keeping an eye on your seller rating through quality transactions. Suggested uses: NEW Sellers -- learn to sell used products, new products you create or items that you buy and resell for yourself or others Experienced Sellers -- already using Etsy, Amazon or Craigslist? Know the details so you can add the largest auction and retail marketplace to your list of stores Already Selling on eBay -- take your selling to the next level by expanding on what you sell and boosting your sales, while knowing the pros and cons of growing your business on eBay

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Book SynopsisMILLION DOLLAR INTERNET MARKETER REVEALS THE CONTROVERSIAL, 4-STEP SYSTEM YOU CAN EASILY APPLY TO PROFIT FROM THE BILLIONS BEING SPENT ON E-LEARNING AND CREATE A LIFE OF TOTAL FREEDOM

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Book SynopsisThe only guide you need to build a podcast from scratch with tips, techniques and stories from the pioneers of podcasting, by expert and early adopter Gilly Smith. From This American Life''s Ira Glass and George the Poet to the teams behind My Dad Wrote a Porno and Table Manners with Jessie Ware, this practical book is packed full of exclusive, behind-the-scenes advice and informative, inspiring stories that will teach you how to tell the greatest stories in the world.This is a comprehensive yet accessible and warmly written book for creatives who are striving to understand how their content could be successfully turned into a podcast, from conception through to execution, distribution, marketing and monetising. It covers:- Recognising who your show is for, deciding what it is about and where to find inspiration.- Deciding on the format and working on structure and script.- Hosting, casting and interview tecTrade ReviewGilly Smith's wonderful guide to podcasting is filled with so many nuggets of wisdom, that it will fast-forward you at least a year in your journey to becoming a successful podcaster. In between aha moments, she will guide you to finding your own podcasting voice, help you decide which mic to buy and most importantly, how to find your tribe. Even if you've made a start already and had some success, reading the in-depth interviews from the very best podcasters of the day just adds to your toolbox of innovative ways to grow your community of listeners. Whatever it is you want to share with the world, Gilly Smith's guide will help you do it. Pack your bags, get in the car, you're going to make a podcast -- Chris Hogg, award-winning producer of Cassie and Corey and playwright

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Book SynopsisUncover the fascinating history of virtual communities and how we connect to each other online. The Rise of Virtual Communities, explores the earliest online community platforms, mapping the technological evolutions, and the individuals, that have shaped the culture of the internet.Read in-depth interviews with the visionary founders of iconic online platforms, and uncover the history of virtual communities and how the industry has developed over time. Featuring never-before told stories, this exploration introduces new ideas and predictions for the future, explaining how we got here and challenging what we think we may know about building online communities.Readers will:  Learn what a virtual community is and how it has become an integral part of modern society  Review key insights into building virtual communities and platforms from the founders and pioneers who created them  See what theTable of ContentsIntroduction 1. Chip and Randy | LucasFilm ‘Habitat’ 2. Howard Rheingold | The WELL 3. Stacy Horn | Echo NYC 4. Jim Bumgardner | The Palace 5. Philip Rosedale | Second Life 6.Sampo Karjalainen | Habbo 7. Lance Priebe | Club Penguin 8. Angelo Sotira | DeviantArt 9. Caterina Fake | Flickr 10. Alexis Ohanian | Reddit 11. Kevin Rose | Digg & PROOF 12. Jason Citron | Discord 13. Trevor McFedries | Brud and FWB 14. Cherie Hu | Water & Music 15. Michelle Kennedy | Peanut

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Book SynopsisAn inspiring and essential book for everyone interested in improving the way they write. - Brian Minards, School of Advertising, Academy of Art University, San FranciscoWriting copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. This revised edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, company magazines and internal communications, and aspects of writing for social media are integrated throughout. There are also new interviews and case studies. Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, *Copywriting, Third Edition takes you through step-by-step processes that can help you to write content quickly and effectively.Trade ReviewThis is the only available systematic and comprehensive copywriting manual. * Massimo Alvito, ISIA Design, Florence *Significantly revised and updated, this third edition covers so much more than simply writing. It considers the integration of strategy with the creative process and articulates the stages necessary for successful communication, using excellent examples and illustrations. An inspiring and essential book for everyone interested in improving the way they write. * Brian Minards, School of Advertising, Academy of Art University, San Francisco *Communications are bridges for connecting businesses with people. The options we have for building those bridges are growing by the day. The trouble is, you still have to have something relevant to say, and you have to say it well. This book will show you how. I wish 18-year-old me had had it. * Elliott Starr, Head of Copy at 20something *We can all kick a ball, but we're not all Messi. We can all write, but we're not all great writers. In this superb textbook, Gyles Lingwood and Mark Shaw help explain how and why writing powerful, accessible and persuasive copy is so tough, yet conversely so achievable. If you want to understand what it is to be a writer in the modern advertising, branding and design industries, this book is a must read. It's little wonder that it's required reading across the UK's creative courses. * Steve Spence, London College of Communication *I usually struggle when young aspirants ask me to recommend books on copywriting. My usual answer is: 'Read more. Go through ads from across the world. Research.' The next time someone asks, this book will give me a better, fresher answer. * Nikhil Narayanan, Senior Creative Director, Ogilvy India *Recommended to design and engineering students to aid in the craft and structuring of written content for varied audiences and platforms. The social media angle is particularly prominent in this publication, great for communicating with disparate communities and towards building a brand. * AHMED PATEL - MIDDLESEX UNIVERSITY *

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Book SynopsisThis text engages students in the social media phenomenon, exploring how fundamental changes in mass media influence every level of societal communication. With the explosion of social media and big data, students must become conscious of media’s positive and negative influences on their lives.

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Book SynopsisBy now it's clear that whether you're promoting a business, a product, or yourself, social media is near the top of what determines your success or failure. And there are countless pundits, authors, and consultants eager to advise you.But there’s no one quite like Guy Kawasaki, the legendary former chief evangelist for Apple and one of the pioneers of business blogging, tweeting, Facebooking, Tumbling, and much, much more. Now Guy has teamed up with Peg Fitzpatrick, who he says is the best social-media person he’s ever met, to offer The Art of Social Media—the one essential guide you need to get the most bang for your time, effort, and money.With over one hundred practical tips, tricks, and insights, Guy and Peg present a bottom-up strategy to produce a focused, thorough, and compelling presence on the most popular social-media platforms. They guide you through steps to build your foundation, amass your digital assets, optimize your profile, attract more followers, and effectively integrate social media and blogging.For beginners overwhelmed by too many choices as well as seasoned professionals eager to improve their game, The Art of Social Media is full of tactics that have been proven to work in the real world. Or as Guy puts it, “great stuff, no fluff.”

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Book SynopsisSocial Media is Not Marketing Simply broadcasting a message to millions by social media accomplishes little for most businesses. Millionaire-maker Dan S. Kennedy and marketing strategist Kim Walsh Phillips are here to tell it like it is: If you’re not focusing on converting social media traffic into sales, you might as well set your money on fire. Kennedy and Walsh Phillips teach you the customer-getting, sales-boosting direct response strategies you must employ with every social media campaign so you can stop accepting non-monetizable “likes” and “shares” as a return on your time. You’ll learn: 6 direct-response principles that must be applied to social media marketing The most powerful marketing tactic (per Google) How to get riches with niches and become a magnet to your customers The monetizing magic of crafting effective emails The #1 way to prevent wasted marketing dollars 5 ways to grow your list for FREE (before spending a dime on advertising) Turn passive content into an active conversion tool Create raving fans who introduce you to their networks Turn niches into riches, laser in on your perfect prospects and ignore the “tire kickers” Harness the biggest secret in social media—offline Discover the principles behind successful marketing campaigns and start making dollars and cents out of your social media strategy.Table of ContentsIntroduction Chapter 1: In Search of Something Better Chapter 2: Social Media Is Not Marketing Chapter 3: All About that Base, Direct Response Chapter 4: It’s Not All About You. Or Is It? Chapter 5: What Is Your Niche? Chapter 6: Magnetic Leads? Chapter 7: Build Your Tribe Chapter 8: Everything Else Chapter 9: The Magical World of Email Chapter 10: Make It Your Nature to Nurture Chapter 11: It’s the Little Things that Count Chapter 12: The Biggest Secret in Social Media Is Offline? Chapter 13: Creating the Slam Dunk Chapter 14: Transformation Through Optimization Chapter 15: The Winner’s Circle Chapter 16: The Big Picture About the Authors Index

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Book SynopsisCreate Focused Social Media Campaigns Tailored to Your Business Ultimate Guide to Social Media Marketing takes readers through a 360-degree perspective of social media marketing in businesses, from strategy to tactics, from organic to paid, from B2B to B2C, encompassing all of the current networks. Topics include: Why businesses need to embrace social media marketing Understanding today’s social networks from big ones like Facebook and YouTube to emerging platforms Learning how to craft your business’s social media strategy using today’s formats How to leverage images and video in your social media outreach Leveraging chat bots, paid social media, and influencer marketing Building your business social marketing team Measure your social media outreach progress and improve your performance over time Table of ContentsChapter 1: What Is and Isn’t Social Media Chapter 2: The Role of Social Media Within Content Marketing Chapter 3: Understanding Today’s Social Networks Chapter 4: Understanding Today’s Format Types Chapter 5: How to Craft Your Social Media Strategy Chapter 6: How to Create Images for Social Media Chapter 7: How to Leverage Video Chapter 8: How to Leverage Chat Bots & Automation Chapter 9: How to Leverage Paid Social Media Chapter 10: How to Leverage Influencer Marketing Chapter 11: How to Repurpose and Reuse Social Content Chapter 12: How to Build Your Marketing Team Chapter 13: How to Measure Success Chapter 14: How to Iterate and Improve Chapter 15: Glossary

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Book SynopsisA manifesto for business owners struggling against an online ratings and reviews industry that is holding their businesses hostage through manipulative practices. The book uniquely combines an exposé of the shifty inner workings of this industry with a step-by-step playbook to empower the 30 million American business owners desperately trying to fight back. In todays hyperconnected world, business owners are confronted with the challenge of managing their online reputation right out of the gate. The first weekend for a new deli, salon, café, or boutique store can be make-or-break with online reviews. Few business owners understand that amazing businesses can be permanently damaged with a few bad reviews. Managing a reputation online requires skills and tactics that are not always intuitive to business owners. The book gives business owners an insiders view of how the multibillion-dollar ratings and reviews machine systematically stacks the cards against them -- and more important, empowers business owners to fight back with a six-step playbook to defend, control, and enhance their businesss online reputation. Both a warning and a call to action, this is a must-read for all small business owners who depend on online reviews.

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Book SynopsisMarketing professionals, entrepreneurs and business leaders will learn how to leverage their expert knowledge to increase sales in Essentials of Thought Leadership and Content Marketing. Faced with ever more complex products and services, both consumers and business customers crave expert guidance to help define their needs and avoid expensive wrong choices. Thought leadership and content marketing -- that is, offering useful information to educate customers -- can give companies an overwhelming advantage in building trust, reputation and sales. Essentials of Thought Leadership and Content Marketing helps readers create comprehensive and rigorous content marketing strategies in which every piece works together to meet your business goals. Comprehensive, results-oriented, and practical, Essentials of Thought Leadership and Content Marketing covers every aspect of content marketing: researching customer needs; identifying ones companys areas of expertise; generating thought leadership articles and other content; communicating content through email, social media, web marketing, and traditional media; evaluating response; generating sales leads; and measuring results. More important, Essentials of Thought Leadership and Content Marketing shows how to coordinate these strategic elements to an overall plan. Interviews with business leaders and case studies show how content marketing concepts work in the real world. The ideal book for marketers, advertising professionals, entrepreneurs, and anyone who works with content marketing -- whether in B2B or B2C business, for-profit or non-profit -- this is a practical, step-by-step guide to achieving content marketing success.

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Book SynopsisIn this 4th edition of The Power Formula for LinkedIn Success, Wayne Breitbarth delivers a fully updated best-in-class handbook for professional network growth, personal brand enhancement, increased sales, and career advancement-all through the LinkedIn platform. Professionals unfamiliar with Breitbarth's previous editions, or new to LinkedIn (including students), will definitely want to pick up this edition-ensuring that they have the latest information on how to navigate the world's largest business networking site, create magnetic, professional profiles, and discover that next job, customer, or opportunity.

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Book SynopsisIn E-Commerce Power, Jason G. Miles shares a practical framework for starting and scaling a profitable e-commerce brand in the age of Amazon. E-Commerce Power is filled with encouragement, practical advice, tips, strategies, interviews, and proven online marketing methods – all organized to help new entrepreneurs. In 2008, Jason worked with his wife to start their new brand created on eBay selling doll clothes. In 2013, they launched Pixie Faire – a popular sewing supply marketplace that has had over 4 million patterns downloaded which is averaged at 60,000-70,000 orders a month. The site has been featured by Shopify and is in the top 1% of all Shopify sites based on worldwide site traffic. Within E-Commerce Power, Jason aims to teach new entrepreneurs how he and his wife were able to accomplish such a feat and thrive from it. E-Commerce Power is: Packed with interviews featuring small business owners crushing it online. A practical framework that explains how to scale up an e-commerce business for even the most novice reader. An enthusiasm guide of Amazon’s 3rd party selling system which has created a boom in Private Label product strategies.

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Book SynopsisCold Email is a superpower. According to “Cold Email King,” Alex Berman and business executive Robert Indries, business professionals can take their sales teams to the next level by implementing Silicon Valley’s multi-billion dollar secret weapon: Cold Email. Most organizations struggle to grow, with the average sales team citing issues like never having enough leads or too low conversion rates. Cold Email Manifesto, Berman and Indries’ newest resource for business leaders and entrepreneurs, addresses both of those common concerns. It distills their professional insights into clear, engaging chapters that outline a tested and predictable system for finding leads, communicating and selling to those leads, and growing a profitable sales team.Within Cold Email Manifesto, readers will learn how to: Pitch to companies/professional contacts—without a mutual connection Successfully sell to new leads Clone profitable clients Add predictability to their sales pipeline By applying the practices of over 100,000 successful business professionals across the globe, Cold Email Manifesto will transform anyone’s business—and in just 90 days!

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Book SynopsisSEO is confusing—but it doesn’t have to be. With SEO, there’s so much misinformation out there. There are also a lot of inexperienced practitioners giving not-so-great (and often not-so-honest) advice. This can be complicated, overwhelming, and expensive, leaving you feeling indecisive and not knowing where to start or who to believe. That’s where Honest SEO, a book that’s been over 20 years in the making, comes in. Jason Hennessey—after spending decades reverse engineering the Google algorithm—shares the proven strategies he’s used to earn more than $1 billion for his clients by leveraging the power of SEO. And you don’t have to know how to code or have a computer science degree to read and understand this book. With Honest SEO, you can learn the fundamentals that won’t go out of style when Google releases a new algorithm update. No matter what business you’re in, even if you don’t know where to start or what to focus on to actually get results, Honest SEO is the digital marketing blueprint written with perennial cutting-edge strategies that’ll increase your Google rankings, traffic, leads, and sales, all with the goal of increasing your revenue.

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