While Madison Avenue continues to struggle to adapt its methods and thinking to this new world, a new generation of digital marketers has already blazed a path through this new environment, illuminating both its promise and its pitfalls. The Eyes Have It provides solutions to the most pressing questions facing the advertising industry today, gleaned from the authors' experiences.
For example, how can marketers know whether their ad agencies are capable of executing profitable digital marketing campaigns? What steps can ad agencies take to ensure that they're not falling behind the curve? How does one build a "digital-ready" in-house team? What new challenges do auction-media marketplaces present to marketers and ad agencies? How must media plans evolve to take account of the inherent dynamism and instability of the digital media marketplace?
Authors Kevin Lee and Steve Baldwin are eminently qualified to provide the insights required to compete and succeed in today's new media marketplace, having studied and participated in the rise of targeted digital media since its inception in the late 1990's. The Eyes Have It is written in an accessible style that makes it suitable for intermediate marketers pursuing strategies on their own or for advanced digital marketers in the C-Level suite. If you or your firm--of any size--is planning or conducting any form of digital marketing today, The Eyes Have It will provide an excellent `Return on Investment.'
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PRAISE FOR KEVIN LEE
"Thousands of marketers have taken heed from Kevin Lee through his columns, speaking engagements, and as his clients. If the current media meltdown and confusing new opportunities keep you up at night, Kevin is your man." Tim Armstrong, President, Advertising and Commerce, North America, & Vice President, Google Inc.
"Kevin's perspectives on the simultaneous transformation of media consumption and the advertising ecosystem have been valuable to marketers and analysts for years. It's time you started listening." Jordan Rohan, Managing Director and Internet Analyst, RBC Capital Markets
"Over the past decade, Kevin has built a reputation as one of the smartest folks in search marketing." John Battelle, Chairman, Federated Media, Author of "The Search"
"Kevin Lee is a rare combination of head in the clouds and feet on the ground. A virtual living encyclopedia of the online media world, Kevin combines incredible strategic insight with a fully developed capability to translate that insight into actionable plans. There is likely no one in the online marketing world with a greater combination of insight, pragmatism, and enthusiasm." Les Kruger, Marketing Director, "Fortune 500 Internet Retailer"
Steve Baldwin, Did-it Marketing Manager, has been writing about interactive media since 1990 for PC Magazine, Computer Shopper, ZDNet and Time Inc. Steve has coauthored two books about the New Economy: Netslaves: True Tales of Working the Web (McGraw-Hill, 1999) and Netslaves 2.0: Tales of "Surviving" the Great Tech Gold Rush (Allworth Press, 2003). Library Journal called Netslaves "essential for anyone with eyes glazed over at the prospect of accumulating vast riches from the Internet." Steve also created and runs "Ghost Sites of the Web," an award-winning Internet history site whose features include "The Museum of Interactive Failure," a library of case studies covering the fate of hundreds of Web 1.0 ventures. Steve has lectured at NYU, Columbia, Vassar, and at the Piet Zwart Institute in Rotterdam. He is a graduate of Fordham University and lives in Brooklyn, NY.
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