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 reveals how to demand attention! before the audience hits the snooze button.

把它称为数字代。iPhone的移动、facebook跳跃、Twitter轻敲、我想要什么、如何I-wantit一代。无论以什么名字，营销人员都发现，与当今难以捉摸、抗广告的消费者联系意味着告别“新媒体”，并向“现在的媒体”问好。本书以当今顶级营销人员的独特见解和灵感以及世界上最成功的数字营销举措中的教训为特色，揭示了读者如何提供21世纪消费者所需的大片体验。本书涵盖社交网络、增强现实、advergames、虚拟世界、数字户外移动营销等，介绍了可口可乐、汉堡王、宝马、斧头除臭剂、NBC Universal、Doritos等品牌正在部署的数字战略。本书揭示了如何吸引人们的注意力，充分利用数字渠道和任何品牌的经验，充分利用十大秘诀！在观众点击“打盹”按钮之前。