The Eyes Have It How to Market in an Age of Divergent Consumers Media Chaos and Advertising Anarchy
The Eyes Have It How to Market in an Age of Divergent Consumers Media Chaos and Advertising Anarchy
Media and advertising are undergoing a radical and unprecedented transformation. New digital channels are appearing and evolving with breathtaking speed. The simple mass media model of yesterday has yielded to a new media landscape in which technology, targeting, and real-time responsiveness are the keys to marketing success. Old ways of media buying are falling by the wayside, replaced by a new ethos in which targeting, relevancy, and nonobtrusiveness are the new coins of the realm.
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.’
User Ratings and Reviews
5 Stars Excellent Read!
There is goldmine of information within this book. It is clear that the author have a tremendous grasp of the issues addressed, and they share the knowledge with precision. I would recommend this book to anyone involved in anyway with the world of digital marketing or actually, marketing in general.
5 Stars The BEST Internet Advertising / Marketing Book I have recently read
I just finished reading Kevin Lee’s book “The Eyes have It” I got it this morning and I couldn’t stop from beginning to end.
This is definitely the best Internet Advertising/Marketing book I have recently read, taking into consideration that I read 2 or 3 internet marketing books per month I can say this book is very updated and has a lot useful techniques in today’s internet advertising landscape.
I bought the book because in the past five years I have been regularly reading Kevin’s columns on ClickZ.com and have attended to a few conferences where he has spoken and 100% of the times I always have something new to learn from what he has to say.
Kevin starts by describing how the advertising industry is under a process of dramatic transformation, how the big branding advertising agencies are having to adapt themselves to this new world. He then focuses on Search Marketing and explains why he thinks the media plan is obsolete. The book touches on controversial issues like click fraud and the SEO Trap, and continues by reassuring that branding has not died yet and that we as marketers have to think holistically but act pragmatically when advertising through these new channels. He finishes the book by reminding us that this new advertising landscape is not constant and will continue to evolve and we as marketers need to be very much aware of the upcoming opportunities that will be presented to us.
I think we can all agree with Kevin that we are definitely living in a new advertising and marketing world which is very different from just a few years ago, and Kevin is definitely an expert in this new way of advertising and marketing, he seems to use a new thinking and a new approach when he markets for his clients, if you want to learn some of great techniques that Kevin uses to be successful in these new digital channels this book will be very helpful for you.
If you are new in this field and are planning to start marketing through the internet today this book will be a great starting point and a great investment, and even if you are already a very experienced digital marketer like myself I still recommend the book because it is full of new proven practices and techniques that Kevin has previously used in his advertising agency Did-it.com.
I am responsible of managing and executing a multi-million internet advertising budget and I am sure that by reading this book and applying some of the processes he shares with us in his book we will be able to save at least a few hundred thousand dollars a year. He is definitely an expert in the field. I highly recommend this book.
4 Stars Valuable Read
I didn’t know what to expect going into The Eye’s Have It. I know Kevin Lee’s reputation in the SEM industry, which is good, as well as his thoughts on the SEO industry (which can be way off base) so I’m sure those things colored my perception before I even began to read. But I have to say that whatever you know or think of Lee, this book is well worth reading.
The book takes you through a lot of the history of marketing, but not as a “here is how things used to be done” but more as a way of using the past to explain the future of marketing. Lee and Baldwin did a fantastic job researching the days of marketing past and exploring that under the light of the new age of digital marketing.
Upon closing the back cover you’ll feel breathless with the wealth of information covered as well as the ignition of new thoughts and ideas for creating forward thinking marketing campaigns. I’ve probably learned more from this book about marketing than any book I’ve read last year. But the trick now is to take this information and to translate it into new results for the new advertising age we are in.
4 Stars exactly what i wanted
The eyes have it was delivered promptly, it was in the exact condition described on the site, and it was exactly what i wanted. Perfect!
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