The Eyes Have It: How to Market in an Age of Divergent Consumers, Media Chaos and Advertising Anarchy

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9780974380667: The Eyes Have It: How to Market in an Age of Divergent Consumers, Media Chaos and Advertising Anarchy
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Media and advertising are undergoing a radical and unprecedented transformation. New digital channels are appearing and evolving with breathtaking speed. The simple mass media model of yesterday has yielded to a new media landscape in which technology, targeting, and real-time responsiveness are the keys to marketing success. Old ways of media buying are falling by the wayside, replaced by a new ethos in which targeting, relevancy, and nonobtrusiveness are the new coins of the realm.

While Madison Avenue continues to struggle to adapt its methods and thinking to this new world, a new generation of digital marketers has already blazed a path through this new environment, illuminating both its promise and its pitfalls. The Eyes Have It provides solutions to the most pressing questions facing the advertising industry today, gleaned from the authors' experiences.

For example, how can marketers know whether their ad agencies are capable of executing profitable digital marketing campaigns? What steps can ad agencies take to ensure that they're not falling behind the curve? How does one build a "digital-ready" in-house team? What new challenges do auction-media marketplaces present to marketers and ad agencies? How must media plans evolve to take account of the inherent dynamism and instability of the digital media marketplace?

Authors Kevin Lee and Steve Baldwin are eminently qualified to provide the insights required to compete and succeed in today's new media marketplace, having studied and participated in the rise of targeted digital media since its inception in the late 1990's. The Eyes Have It is written in an accessible style that makes it suitable for intermediate marketers pursuing strategies on their own or for advanced digital marketers in the C-Level suite. If you or your firm--of any size--is planning or conducting any form of digital marketing today, The Eyes Have It will provide an excellent `Return on Investment.'

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From the Back Cover:

"What we're describing is a world that's very different from the one we once knew. It is a much faster and uncertain world, where what's right today is wrong tomorrow, and where today's success is tomorrow's failure. Forward-thinking marketers will benefit from understanding and exploiting how rational advertising markets work, and forward-thinking agencies will adapt their practices to the radically altered marketing landscape. Operating in this environment is not for the faint of heart or the slow of feet, and not everybody is cut out for it. But for those who are willing to invest in the tools, techniques, and processes necessary to achieve mastery in this fast-moving world, there are many rewards. Those who can adapt will thrive, and those who can't or won't will wither and expire.

PRAISE FOR KEVIN LEE

"Thousands of marketers have taken heed from Kevin Lee through his columns, speaking engagements, and as his clients. If the current media meltdown and confusing new opportunities keep you up at night, Kevin is your man." Tim Armstrong, President, Advertising and Commerce, North America, & Vice President, Google Inc.

"Kevin's perspectives on the simultaneous transformation of media consumption and the advertising ecosystem have been valuable to marketers and analysts for years. It's time you started listening." Jordan Rohan, Managing Director and Internet Analyst, RBC Capital Markets

"Over the past decade, Kevin has built a reputation as one of the smartest folks in search marketing." John Battelle, Chairman, Federated Media, Author of "The Search"

"Kevin Lee is a rare combination of head in the clouds and feet on the ground. A virtual living encyclopedia of the online media world, Kevin combines incredible strategic insight with a fully developed capability to translate that insight into actionable plans. There is likely no one in the online marketing world with a greater combination of insight, pragmatism, and enthusiasm." Les Kruger, Marketing Director, "Fortune 500 Internet Retailer"

About the Author:

Kevin Lee, Did-it Co-Founder & Executive Chairman, has been a Search Engine Marketing expert since 1995. Kevin has translated his twelve years of SEM expertise into Did-it's proprietary Maestro search campaign technology. In addition, Kevin trains his staff in search best practices. Clients appreciate the dramatic advantage the Maestro technology and proven search strategies provide. Kevin's column for ClickZ, "Paid Search Strategies" is read by thousands of marketers weekly. Kevin is a founding board member of SEMPO (the Search Engine Marketing Professional Organization) and served as its first elected Chairman. He serves on the Search Engine Marketing Council for the DMA, and the IAB Search Committee. The news media, including the Wall Street Journal, Business Week, New York Times, C|Net, USA Today and San Jose Mercury News quote Kevin regularly. Dozens of industry conferences invite Kevin to speak and share his expertise, and Kevin has lectured at NYU, Columbia, Fordham and Pace Universities. Kevin's expertise is also valued by industry analysts and the investment community where he has been invited to brief clients of firms including JP Morgan, RBC, Piper Jaffray, Bear Sterns, Citicorp and others. Kevin earned his MBA from Yale School of Management in 1992 and lives in Manhattan with his wife and daughter.

Steve Baldwin, Did-it Marketing Manager, has been writing about interactive media since 1990 for PC Magazine, Computer Shopper, ZDNet and Time Inc. Steve has coauthored two books about the New Economy: Netslaves: True Tales of Working the Web (McGraw-Hill, 1999) and Netslaves 2.0: Tales of "Surviving" the Great Tech Gold Rush (Allworth Press, 2003). Library Journal called Netslaves "essential for anyone with eyes glazed over at the prospect of accumulating vast riches from the Internet." Steve also created and runs "Ghost Sites of the Web," an award-winning Internet history site whose features include "The Museum of Interactive Failure," a library of case studies covering the fate of hundreds of Web 1.0 ventures. Steve has lectured at NYU, Columbia, Vassar, and at the Piet Zwart Institute in Rotterdam. He is a graduate of Fordham University and lives in Brooklyn, NY.

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