Tactical Guide to Online Marketing

About the Book

This guide takes marketing professionals through the detailed steps of conducting online advertising campaigns.

Using past experiences from some of the industry´s largest brands, the author discusses the broad principles and strategies of online marketing. These are then quickly framed by immediately usable tactics.

The author brings the experience, cynicism - and sometimes the humor - born of many agencies, clients and tens of millions of dollars spent in interactive media since 1993.

Topics include budgeting, online media buying, negotiating, trafficking, email marketing, promotions and data analysis.

The book includes an appendix featuring sample briefs, a detailed process document, standard contract terms and an extensive glossary.

About the Author

Tig Tillinghast helped build and run the interactive units of Leo Burnett, J. Walter Thompson and what has since become McCann Erickson/San Francisco. Clients have included Microsoft, Sprint, General Motors, Sun Microsystems, Hotbot, Tektronix, United, Kelloggs, McDonald’s and Sony. Tig consults with several media-related startups as well as large agency holding companies. He contributes regularly to technology and marketing magazines. His weekly marketing column can be read on the ClickZ.com site. He lives and works in Cambridge, MA with his wife Elise, their bird dog, Nimby, and a border collie mutt named Belfast.