Flash Advertising: Flash Platform Development of Microsites, Advergames and Branded Applications Review

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Flash Advertising: Flash Platform Development of Microsites, Advergames and Branded Applications ReviewThis book is not so much a nuts and bolts tutorial of how to put different kinds of ads together as it is a guide to the overall process of advertising using flash. There is very little code in the book. Most of the chapters have the feeling of giving you a overall guide to advertising. For example chapter two is called "Designing Banner Ads" and it has sections on getting to know your client, their goals, knowing the audience, and branding. This is useful information but I suspect readers of this book are looking for more how-to tips. This book is geared more towards "best practices" in a studio or agency environment so that the process will go smoothly. It is not a guide filled with how-to's.Flash Advertising: Flash Platform Development of Microsites, Advergames and Branded Applications Overview

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Mastering the Digital Marketplace: Practical Strategies for Competitiveness in the New Economy Review

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Mastering the Digital Marketplace: Practical Strategies for Competitiveness in the New Economy ReviewThis book is NOT about eCommerce explicitly. Rather it is a sound work on the threats and opportunities presented by the all pervasive and ever expanding world of technology. Thankfully, it is not hysterical in tone urging you to rush out there and engage the nearest management consultant you can find, (the authour is one) but rather the book goes to great lengths to make the point that, if the technology is available to add value, then you'd better take advantage of it because your competitors will. The theme of adding value "as perceived by the customer" is really the major issue for the first half of the book. To substantiate this warning the book outlines the major themes of adding value to goods and services with several examples of how to do so. I felt the best section was on the importance of company structure and alignment along core competancies - the Value Based Organisation and how to achieve it, esp. Ch.9. The book is full of real-life and fictional case studies to illustrate each point it makes. It is written in plain english and is mostly jargon free. Do I have a criticism? Yes - Within Ch.9, one of the action points is for a company to have, or have had ABC - Activity Based Costing, the text makes a minor inflection that ABC is tough to implement - I have worked on a project putting in ABC - it is an utter nightmare!But all in all, very sound, accurate and GVFM.Mastering the Digital Marketplace: Practical Strategies for Competitiveness in the New Economy Overview

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Killer Facebook Ads: Master Cutting-Edge Facebook Advertising Techniques Review

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Killer Facebook Ads: Master Cutting-Edge Facebook Advertising Techniques ReviewThis is the book on Facebook that many marketers have been waiting for.
Most books on Facebook delve deeply into the community and social aspects but don't really cover the different beast that is Facebook Advertising. While you need to understand how to address and network with the Facebook community in order to market to them, to run any kind of Facebook Advertising campaign you really need in-depth information on how to set it up and effectively make use of all the various targeting options. This book provides just that.
It goes deep into all the different ways to target and create your ads and how to optimize your campaigns for maximum performance. It covers everything about using the Facebook Ads Manager (not a very intuitive system) and also gives invaluable information on various segments you should target depending on the audience demographic you are trying to reach. The real key to Facebook Advertising is utilizing the demographic targeting capabilities to your best advantage, and this book explains that fully, with checklists and step-by-step guides that you can utilize immediately.
Marty covers all this in his own inimitable, yet accessible style, providing an easy read yet an invaluable reference tool. I've heard him speak at many conferences over the years and he's always engaging, yet thought provoking, guaranteed to take a concept by the horns and make you think of it in a different way. His written style is the same way and your approach to Facebook Advertising will never be the same.
While newer marketers, small businesses or entrepreneurs might find all this a bit daunting and technical, learning to truly take advantage of the the Facebook Advertising platform will put you way ahead of most of your competitors and allow you reach one of the largest, and still growing, groups of potential customers on the web. Don't let that opportunity pass you by. Marty and his team have run hundreds of Facebook campaigns for companies large and small, and have learned a lot along the way. He shares a lot of that learning here, so we can also take it and use it to our advantage.
This book will sit on my reference shelf for a long time. Thanks, Marty.Killer Facebook Ads: Master Cutting-Edge Facebook Advertising Techniques Overview

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Net Words: Creating High-Impact Online Copy Review

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Net Words: Creating High-Impact Online Copy ReviewIf you are looking for a book that teaches you how to write web copy, this isn't it. After going through many of the author's articles on the web, I was expecting more from this book.
The author starts out promoting copywriters and how important writing good copy is. He constantly keeps repeating this point in several chapters. After reading the first few chapters you might tell yourself: "Hey, I do not need convincing that my website needs good copy! Get on already with telling me how I can go about writing good copy!" However, this never occurs. The author does give some examples of good vs. bad copy, but never gets to the point of telling you what route to take to better your own copy. There is no concise guidance in this book.
"Net Words: Creating High-Impact Online Copy" consists of pieces of information put together to form chapters without following a clear line. The focus lies too heavily on explaining the problems copywriters encounter while trying to do their job, rather than on teaching the reader how to write online copy. For example, the author writes about how copywriters do not have enough freedom to properly do their job, how they are not held in high regard by content managers, and how they need support and respect of the development team and managers to succeed. This book doesn't teach you how to write good online copy like its title pretends it will, but rather tells you what you can do to make the life of copywriters in your company easier so that they can produce their best work and consequently improve your website and marketing strategy.
So if you have a website and need convincing that writing good online text is important, and if you have the money to hire a professional copywriter, then buy this book. Otherwise, save your money and read the articles on the author's website; they are much more informative and educational.Net Words: Creating High-Impact Online Copy Overview

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The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation Review

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The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation ReviewThe Online Advertising Playbook is an academic study of the online advertising. With countless examples and studies it removes much of the confusion in this emerging industry. Each chapter focuses on a unique property. First reviewing the technology and property itself, giving an overview of what it has to offer. It then provides clear examples and tips on how to use and measure them.
Business books, especially those concerning advertising, tend to be overviews of the industry. While they provide insight into the market they leave the reader confused about how to actually create successful campaigns. The Playbook in contrast is a guide. Showing how to get started with a new property or improving campaigns which already use them.
Since the Playbook is academic in nature it is not easily accessible. The writing style is similar to college textbooks. Most of the examples require an existing knowledge of the industry. Readers who are already working in advertising (both traditional and online) should be able to pick the book up without trouble. It could be a hard read for those who are just starting or looking to join the industry, though I would not discourage them from trying.
About the reviewer: Four years in the industry with a focus in search marketing. Currently employed by a top five global advertising agency that works in both the online and offline space.
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