Book description:The breakthrough marketing strategy from the world's most innovative advertising agency
One of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy--and now it's being revealed for the first time. In a world saturated with marketing messages, making your offering relevant is your biggest challenge. Dentsu's Cross Switch model meets it head on.
The Dentsu Way shares proven tactics for getting your message to consumers and creating "scenarios" to move them through calibrated Contact Points to meet whatever specific goal you set.
This game-changing book:
Explains Dentsu's 110-year history and unique service structure, as well as its broad range of business fields
Introduces ten case studies of successful campaigns, which have won international advertising awards at events such as the Cannes Lions International Advertising Festival and ADFEST
Provides nine of Dentsu's newest original tools and analysis methods
Gain broader, more meaningful customer involvement and penetrate more deeply than ever into your market by following the Dentsu Way.
Kotaro Sugiyama is a Senior Vice President and the Chief Creative Officer of Dentsu. He has been a leader of the digital business in Dentsu since 1999. He also played an important role in the foundation of the Tokyo Interactive Ad Awards where he served as chairman for several years. He is uniquely conversant with both traditional ads and digital marketing.
Tim Andree
is the first non-Japanese Executive Officer of Dentsu. With more than 25 years of global marketing and communications experience, he worked at Toyota, Canon, the National Basketball Association, and BASF before joining Dentsu, where he currently oversees the company's operations in the Americas and Europe.
The Dentsu Cross Switch Team
was formed to develop new concepts and methods to implement Cross Communications for the Dentsu Group's more than 6,000 clients.
Keywords: BOOK, GUIDE, HOW TO, SOCIAL MEDIA, BRAND, BRANDING, MARKETING STRATEGY, BUSINESS MESSAGE, COMMUNICATE, COMMUNICATION, PROMOTION, MARKET RESEARCH, PRODUCT, ADVERTISING, ADVERTISE, TARGET MARKET, COMPETITIVE ADVANTAGE, VALUE, PRODUCT DEVELOPMENT, ROI, MULTILEVEL, MULTI-LEVEL, FOUR PS, 4 PS, FOUR P'S, 4 P'S, SEO, SEARCH ENGINE OPTIMIZATION, CRM, CUSTOMER RELATIONSHIP, SOCIAL NETWORKING, FACEBOOK, MYSPACE, MY SPACE, CONSUMER BEHAVIOR, PUBLICITY, PUBLIC RELATIONS, PR, MEDIA RELATIONS, MESSAGING, GUERILLA, GUERRILLA, OPT IN, FOUR PILLARS OF PROFIT DRIVEN MARKETING, POSITIONING, MARKETING WARFARE, THE NEXT EVOLUTION OF MARKETING, REPOSITIONING, MARKETING DEMYSTIFIED, DIGITAL, ONLINE MARKETING, BOOK, GUIDE, HOW TO, MARKETING, CLICKS, CUSTOMERS, ONLINE TRAFFIC, SEARCH ENGINE OPTIMIZATION, SEO, ONLINE, WEBSITE, E-MAIL, SEARCH, ONLINE ADVERTISING, BEST PRACTICES, WEBINARS, TRADE SHOWS, VIDEO, EXPOSURE OUTLETS, DO-IT-YOURSELF, NETWORKS, ONLINE SEARCHES, ADVERTISING, BLOGGING, MICROMEDIA, MOBILE MARKETING, CELL PHONE, IPHONE, BOOKMARKING, EVENTS, MULTIMEDIA, REVIEWS, OPINION, VIDEO, SOCIAL, NETWORKING, NETWORK, SOCIAL NETWORK, TWITTER, FACEBOOK, LINKEDIN, WEB, CPM, RATES, METRICS, AFFILIATE, PARTNER, PARTNERSHIP, CLICK-THROUGH, CLICK-THROUGH RATE (CTR), CONVERSION RATE, COST-PER-CLICK (CPC), COST-PER-ACTION (CPA), CPM, CUSTOMER ACQUISITION COSTS, HIT, HYBRID MODEL, IMPRESSIONS, PAGE VIEW, PAY PER CLICK (PPC), PAY PER LEAD (PPL), PAY PER SALE (PPS), SITE STICKINESS, SURROUND SESSION, UNIQUE VISITORS, WEB SITE TRAFFIC, BANNER AD, BEYOND THE BANNER, BUTTON AD, HTML BANNER, INTERSTITIALS, POP-UP AD, POP-UNDER AD, RECTANGLE AD, RICH MEDIA, SKYSCRAPER AD, TEXT AD, VERTICAL BANNER, AD BLOCKING, BANNER BLINDNESS, BUZZWORD, COOKIE, EMAIL SPAM, FFA, INCENTIVIZED TRAFFIC, MOUSETRAPPING, OPT-OUT, PAGEJACKING, SPAM, SEARCH ENGINE SPAM, TRICK BANNER, ADVERTISING NETWORK, CACHING, FREQUENCY CAP, HOUSE ADS, KEYWORD MARKETING, RATE CARD, REP FIRM, RUN-OF-SITE (ROS), RUN-OF-NETWORK (RON), SELF-SERVE ADVERTISING, SPONSORSHIP, UNDERDELIVERY, DESCRIPTION TAG, DOORWAY PAGE, DOORWAY DOMAIN, INVISIBLE WEB, KEYWORD, KEYWORD DENSITY, KEYWORD RESEARCH, KEYWORDS TAG, LINK POPULARITY, LINK TEXT, LOG FILE, MANUAL SUBMISSION, META TAG GENERATOR, META TAGS, PAY PER CLICK SEARCH ENGINE, SEARCH ENGINE OPTIMIZATION, SEARCH ENGINE SUBMISSION, SEARCH SPY, TITLE TAG, TOP 10, URL, VOLUNTEER DIRECTORY, TURN CLICKS INTO CUSTOMERS, SMM, BLOG, BLOGGING, MICROBLOG, MICROBLOGGING, SOCIAL NETWORK, SOCIAL NETWORKING, BOOKMARK, BOOKMARKING, CONTENT, CONTENT SHARING, AUDIO, VIDEO, YOUTUBE, EBOOK, SEMINAR, INDIRECT MARKETING, IM, DIRECT MARKETING, DM, BRAND, BRAND BUILDING, WORD OF MOUTH, VIRAL, POSITION, POSITIONING, PROMOTE, PROMOTION, GET RICH WITH TWITTER, HOW TO MAKE MONEY WITH YOUR BLOG, HOW TO SELL ANYTHING ON EBAY . . . AND MAKE A FORTUNE!, 30 MINUTE SOCIAL MEDIA MARKETING, 301 WAYS TO USE SOCIAL MEDIA TO BOOST YOUR MARKETING
