Chapter 1: Strategy 2.0
So many marketing choices. So new an advertising landscape. So much rapid change to accommodate. Marketers today find their strategies in constant flux as they attempt to master the many challenges raised by the proliferation of advertising channels and mediums. At the same time that brands must cope with balancing traditional advertising with the right mix of sponsored search and display marketing, they’re realizing that their marketing departments are not positioned organizationally to leverage all the strengths of the enterprise. This section examines how companies can derive the greatest returns from their online efforts by optimizing channel mix and aligning the marketing function with their overall strategic business goals.

Chapter 2: The New Brand Dialogue
Marketing and advertising aren’t just one-way communications any longer. They are dialogues – in many cases, quite lively dialogues. In fact, a primary characteristic of Web 2.0 marketing is the loss of control that frequently arises as a result of the consumer’s active engagement with the brand. At the same time, new advertising platforms are emerging – in particular, social networks, blogs, mobile and games –that promise to enrich the degree of engagement even further. This section delves into the impact that these new, highly interactive advertising platforms are having on brands, and how companies can join in and attempt to influence them to reap greater returns on their marketing investments.

Chapter 3: Marketing 2.0
The Web isn’t just changing the ways that brands spend their advertising dollars. It’s also altering relationships between players in the marketing ecosystem. And it’s causing a radical shift in how marketers think about who – or what – gets credit for converting potential customers into real ones. Rather than assuming that credit belongs to the last ad clicked, brands are beginning to understand the often-complex consumer behaviors that precede actual purchases. Things such as frequency, recency and the richness of the media all contribute to conversions. Understanding this can help marketers make better decisions about allocating advertising dollars, determine whether to attempt new types of Web-enabled initiatives, and avoid the pitfalls that frequently accompany Web 2.0 marketing opportunities.

Chapter 4: Media
Marketers have a mania for measurement. They want to know the impact of their marketing initiatives – if possible, down to the last dollar – and understand how they can continually improve their ROI. Yet accurately assessing the results of online marketing campaigns has been notoriously difficult. Most acknowledge that the “last ad” model simply doesn’t capture the right information that would help marketers optimize their advertising efforts. But it hasn’t been until now that a new model – called Engagement Mapping – has finally emerged to deliver a viable replacement for that long-standing practice. This section delves into the number-crunching side of online marketing by providing overviews of leading Web analytics, business intelligence, and return on investment models for Web 2.0 advertising.

Chapter 5: Lead-Gen and Search
Search engine optimization (SEO). Pay per click. Lead generation. These are all topics close to the online marketer’s heart. Yet these critical components of the Web 2.0 landscape are also in flux. Although the explosion of search gets a great deal of attention, online lead generation is actually growing faster, and should be a part of the vocabulary of any media buyer, marketer or agency. Likewise, most marketers probably aren’t aware that they are frequently paying for consumers’ navigational rather than search behavior when purchasing search keywords. And as a matter of course, brands need to be constantly fine-tuning their SEO efforts when building their corporate websites. This section focuses on all aspects of SEO and lead generation in building strong brands online.

Chapter 6: Delivering the Customer Experience
The corporate website. Few things are as important to your brand as your official online address on the Web. Yet too many companies fail to design, build, maintain and – perhaps most importantly – continually refresh their websites so as to optimize the results of consumer visits. There’s simply no excuse for that in the Web 2.0 world, where blogs, chat rooms, discussion groups, user-contributed content and rich media can all make the corporate website a compelling location that repeatedly draws consumers back and engages them for significant lengths of time. This section focuses on aspects of website design and usability, infrastructure and technology, and techniques for providing consumers with a complete experience rather than simply static information.