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Springer, Paul
Pioneers of digital : success stories from leaders in advertising, marketing, search, and social media / Paul Springer, Mel Carson
London ; Philadelphia : Kogan Page, 2012
book jacket
Location Call Number Status
 3rd Floor  HF6146.I58 S67 2012    AVAILABLE
Subject(s) Internet advertising
Internet marketing
Social media
Physical Description viii, 224 p. : ill. ; 25 cm
Note Includes bibliographical references and index
Summary "From 2009 to 2010, digital advertising spend rose 10%, and print advertising spend dropped 25%. Digital accounted for 8% of worldwide advertising spend in 2010 and is projected to reach 20% by 2014. The pioneers featured in this book have had a direct impact on these types of changes in the marketing and advertising industry. Pioneers of Digital discusses the individuals who have fundamentally altered the way advertising, marketing and communications industries operate. Springer and Carson include cases featuring the minds that developed Kinect for Xbox 360, Dove's "Real Beauty" campaign and Artists Without a Label, a free digital music distribution service for independent artists. Their stories explain how digital advertising can be best integrated with other advertising media and show the best approaches for different types of online promotion. Covering the characteristics and strengths of digital advertising media, Pioneers of Digital provides unique insights and advice for readers interested in commercial online thinking"-- Provided by publisher
"Pioneers of Digital is about those individuals who have truly altered the way advertising, marketing and other communications industries operate. It features twenty inspirational interviews with those who have defined digital formats and campaigns, revealing the stories behind the groundbreaking ideas and creative ingenuity that have shaped the digital world. The pioneers profiled in the book come from the seemingly unrelated fields of design, gaming, music, journalism, branding, search and social networking but they were the first to realize the potential of the digital technologies they used. Moving across the globe from the USA to the UK, China, India and New Zealand, and involving organizations such as Apple, Coca Cola, Ogilvy, Publicis and Google, Pioneers of Digital provides unique insights and advice for anyone interested in commercial online thinking"-- Provided by publisher
Contents Machine generated contents note: 01.Thomas Gensemer MyBO and Obama's 2008 Presidential Campaign -- 02.June Cohen Hotwired and TED.com -- 03.Denzyl Feigelson iTunes Advisor and Artists Without A Label -- 04.Vanessa Fox Google and Nine By Blue -- 05.Gurbaksh Chahal ClickAgents and BlueLithium -- 06.Jaron Lanier Virtual reality and Microsoft Research -- 07.Angel Chen OgilvyOne China -- 08.John Winsor Victors & Spoils -- 09.Danny Sullivan Search Engine Land -- 10.Alex Bogusky, Bob Cianfrone Burger King's Subservient Chicken -- 11.Avinash Kaushik Digital marketing evangelist, Google -- 12.Carolyn Everson MTV Networks and Facebook -- 13.Malcolm Poynton Dove Campaign for Real Beauty -- 14.Qi Lu Yahoo!, Microsoft and Bing -- 15.Ajaz Ahmed AKQA -- 16.Martha Lane Fox Lastminute.com and the UK government's digital champion -- 17.Kyle MacDonald One Red Paperclip -- 18.Jess Greenwood Contagious Magazine and R/GA -- 19.Zhang Minhui Sohu.com.cn -- 20.Stephen Fry -- 21.Pioneering places -- China -- India -- Middle East -- 22.Lessons from pioneers -- Not being original -- Pioneering commercial models -- Repositioning creativity -- Skills convergence -- All platforms and no content -- Running in real time (not being ahead of the game) -- Create something useful and never assume -- Enjoy what you do! -- Ten steps to becoming a digital pioneer, from the people who got there
NOTE 520704
Alternate Author Carson, Mel

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