The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World

by Rick Mathieson

Call it the digital generation. The iPhone-toting, Facebookhopping, Twitter-tapping, I-want-what-I-want, how-I-wantit generation. By whatever name, marketers are discovering that connecting with today's elusive, ad-resistant consumer means saying goodbye to 'new media', and hello 'now media'. Featuring exclusive insights and inspiration from today's top marketers as well as lessons from some of the world's most successful digital marketing initiatives, this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others. Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book

282 pages, Hardcover

First published April 28, 2010

About the author

RICK MATHIESON (San Francisco, Calif.) is a leading voice on marketing in the digital age. Harvard Business School’s Working Knowledge calls him “a strategic marketing expert.” His insights have been featured in ADWEEK, Advertising Age, Wired, Broadcasting & Cable and on MSNBC, CBS Radio and NPR. A regularly featured speaker at industry events, Mathieson also serves as vice president and creative director for Creative i Advertising & Interactive Media, and is the author of Branding Unbound.

Reviews

[Jaakko · Rating 2 out of 5]

Not a lot a insight in this one though it can serve as a nice overview of how online marketing has evolved in the last couple of years and what the likely future trends are.

[Adam Schweigert · Rating 3 out of 5]

quick read filled with solid examples of new thinking.

[Elle Cardenas · Rating 2 out of 5]

Interesting insights into what makes a great brand- but nothing that particularly stood out for me to remember.