In an age of overwhelming Internet competition and rampant takeovers, marketers face the very real challenge of understanding how to engage customers online. Leland Harden and Bob Heyman, online marketing pioneers and authors of the popular book "Net Results," team up again to teach marketers how to use search engine optimization, affiliate marketing, and all of the Web 2.0 tools they need to compete in the digital marketplace. Filled with up-to-date information on the best venues for online marketing, as well as explanations of social networking, virtual worlds, widgets, wikis, and emerging media, " Digital Engagement "shows marketers how to:

stop burning money on web advertising campaigns that don't deliver - tweak websites to improve conversions and traffic flow - master proven strategies for consumer-generated media to generate buzz and improve brand recognition

Featuring case studies from companies like Toyota and Tommy Hilfiger as well as lists of key vendors for online marketing software, this is the only book that offers a truly comprehensive guide to all of the new online marketing tools.

How to Use Online Auctions to Slash Your Company's Costs--and Dramatically Expand Your Marketing Reach

Online auctions have emerged as today's most efficient tool for businesses to streamline their supply chains and gain fast, economical access to millions of new customers. "The Auction-App" details how companies--from hometown mom-and-pop stores to multinational corporations--are using Internet auctions to find the best deals on goods and services while, at the same time, locating cost-effective markets for their frontline products and excess inventory. Let it show "you "how to tap into the online marketplace, and begin to enhance your" "organization's competitive stance today!

Praise for "The Auction-App..".

"If you want to harness the power of the online auction to reach new customers, then read "The Auction-App" with a highlighter pen and notepad. You'll gain valuable insights into how auctions can help you enhance your customer relationships and add depth to your customer database."--Todd Simon, Senior Vice President, Omaha Steaks "Hits the sweet spot of the post-bubble Internet. Two veterans of the first and second Web generations share their wisdom with the third generation. Harden is a master not of the new-new thing, but of the real thing."--Robert R. Frump, Former Vice President, Standard & Poor's Electronic Media "Before you cave in to the increasingly tired theme of the viability of e-commerce, take a look at "The Auction-App." Within its pages you'll find examples and illustrations of businesses gaining full use of the dynamics that e-Business and online marketplaces afford."--Kent Allen, Research Director, Aberdeen Group

Three reasons your business needs totake advantage of online auctions:

1. Online auctions provide instant, low-cost exposure to new markets and opportunities.

2. Auctions help you enhance brand loyalty and develop a brand experience among your online audience.

3. It is virtually certain that your sharpest competitors "are already there!"

As you read these words, online auctions are redefining decades-old supply chain relationships and business practices. Many of today's largest and most successful companies--from Hershey's and Wal-Mart to IBM and Sun Microsystems--have made online auctions an integral component of their sales and supply operations.

"The Auction-App "is the first book to explore the exciting new world of B2B and B2C online auctions from a marketing point of view. It shows you how to seamlessly weave online auctions into your company's sales arsenal, all in everyday, non-technical language designed to demystify this developing marketplace.

Written by Leland Harden and Bob Heyman, two online auction pioneers who were early advisors to today's online auction success stories, this straight-talking business guide provides you with: Easy-to-follow techniques for moving your business into online auctions Explanations of the best software and services for taking part in e-commerce auctions Core principles for conducting successful auction business on the Internet, both as a buyer and as a seller Complete analyses of traditional auction methods--from English and Dutch to Reverse and Reserve--and how each have been adapted to the online environment Case studies and insights from decision-makers who have increased their profit margins through understanding--and utilizing--online auction technologies

The Internet is an integral part of today's business dynamic, and market leaders--or those who want to replace the leaders--can't afford to overlook any interactive Web opportunities. "The Auction-App "will show you how to retain an airtight online connection with both your customers and your suppliers, instantly cut expenses and increase revenues using today's online auction marketplaces, and seamlessly integrate online auction selling and buying into every aspect of your company's daily operations.