Introduction: The Rush to Keep Up -- Section 1: The New World of Media and Marketing -- Chapter 1: Old Media, New Media, and Future Media -- Media proliferation -- New Media traits -- Old media is becoming "new media" -- Low barriers to entry everyone s in the media business -- Web 2.0 -- Multi platform, multi screen world -- Not just e commerce digital marketing, digital influence -- Business crossing borders every day -- Chapter 2: Digital Ecosystem and Marketing A Framework -- Digital marketing as 21st direct marketing -- More than the Internet digital permeates everything -- An organizing principle for dealing with the digital ecosystem -- Dealing with variations of technology across different markets and geographies -- Section 2: Digital Options -- Chapter 3: Web Basics The Starting Point -- Websites, Microsites, and Splash Pages -- Static and Dynamically Generated Sites -- E Commerce or not to E Commerce -- Key Lessons from 10 years of the Internet -- The social evolution of the web tagging, folksonomy -- Chapter 4: Consumers in Control Consumer Generated Content -- Consumers taking control the consumer as the "programmer" (Tivo, RSS, time shifting) -- Consumers as creators user generated content in multiple forms (webcasting, podcasting) -- Consumers as brand advocates and critics the need to consider digital advocacy in an era of instant information and viral messaging -- Peers the new source of influence and authority -- Chapter 5: Paid Internet Media -- The basics of digital media planning and buying -- Digital media options: Banners, buttons, interstitials, and portals -- A basic introduction to ad serving -- Chapter 6: Other Forms of Internet Media -- The basics of non paid media how it works -- More digital media options: affiliate marketing, sponsorships, content deals -- Chapter 7: Search -- The rise of search why it s so important -- Bots and Web Crawlers what they are, how they work -- SEO and SEM what s the difference -- The future mobile search -- Chapter 8: E mail, Viral Marketing, and the Desktop -- E mail basics -- Viral marketing practices -- Widgets -- RSS -- Chapter 9: Mobile Platforms -- 3G -- I mode -- QR codes -- Digital Media Broadcasting (DMB) -- Chapter 10: In Store Digital -- Digital Point of Sale -- Digital Networks -- RFID -- Chapter 11: In Market Technologies -- Bluetooth -- Digital Signage -- Office Buildings and Taxis -- Chapter 12: The TV Revolution -- IPTV -- Digital TV and convergence -- Broadband -- Tivo and other personal video recorders -- Chapter 13: Games the New Hollywood -- Console and Network Games -- Hand held games -- In game advertising and marketing -- The rise of virtual worlds and how to use them -- Section 3: Planning for Digital Success -- Chapter 14: Understanding the Digital Consumer -- Targeting in an age of one -- It s a social thing cut and paste society, mash ups, the age of participation -- Rules of the road: opt in vs. spam -- Dealing with data privacy and the issue of consumer intru.

Includes bibliographical references and index.