DigiMarketing : the essential guide to new media & digital marketing

Introduction: The Rush to Keep Up --
Section 1: The New World of Media and Marketing --
Chapter 1: Old Media, New Media, and Future Media --
Media proliferation --
New Media traits --
Old media is becoming "new media" --
Low barriers to entry everyone s in the media business --
Web 2.0 --
Multi platform, multi screen world --
Not just e commerce digital marketing, digital influence --
Business crossing borders every day --
Chapter 2: Digital Ecosystem and Marketing A Framework --
Digital marketing as 21st direct marketing --
More than the Internet digital permeates everything --
An organizing principle for dealing with the digital ecosystem --
Dealing with variations of technology across different markets and geographies --
Section 2: Digital Options --
Chapter 3: Web Basics The Starting Point --
Websites, Microsites, and Splash Pages --
Static and Dynamically Generated Sites --
E Commerce or not to E Commerce --
Key Lessons from 10 years of the Internet --
The social evolution of the web tagging, folksonomy --
Chapter 4: Consumers in Control Consumer Generated Content --
Consumers taking control the consumer as the "programmer" (Tivo, RSS, time shifting) --
Consumers as creators user generated content in multiple forms (webcasting, podcasting) --
Consumers as brand advocates and critics the need to consider digital advocacy in an era of instant information and viral messaging --
Peers the new source of influence and authority --
Chapter 5: Paid Internet Media --
The basics of digital media planning and buying --
Digital media options: Banners, buttons, interstitials, and portals --
A basic introduction to ad serving --
Chapter 6: Other Forms of Internet Media --
The basics of non paid media how it works --
More digital media options: affiliate marketing, sponsorships, content deals --
Chapter 7: Search --
The rise of search why it s so important --
Bots and Web Crawlers what they are, how they work --
SEO and SEM what s the difference --
The future mobile search --
Chapter 8: E mail, Viral Marketing, and the Desktop --
E mail basics --
Viral marketing practices --
Widgets --
RSS --
Chapter 9: Mobile Platforms --
3G --
I mode --
QR codes --
Digital Media Broadcasting (DMB) --
Chapter 10: In Store Digital --
Digital Point of Sale --
Digital Networks --
RFID --
Chapter 11: In Market Technologies --
Bluetooth --
Digital Signage --
Office Buildings and Taxis --
Chapter 12: The TV Revolution --
IPTV --
Digital TV and convergence --
Broadband --
Tivo and other personal video recorders --
Chapter 13: Games the New Hollywood --
Console and Network Games --
Hand held games --
In game advertising and marketing --
The rise of virtual worlds and how to use them --
Section 3: Planning for Digital Success --
Chapter 14: Understanding the Digital Consumer --
Targeting in an age of one --
It s a social thing cut and paste society, mash ups, the age of participation --
Rules of the road: opt in vs. spam --
Dealing with data privacy and the issue of consumer intru.