Includes bibliographical references and index.

Contents: Google and Facebook -- The New media playbook -- A shift from media planning to communications planning -- Focusing on outcomes, not outputs -- Insight over analysis -- 1+1=3 -- Conducting the orchestra -- Unlocking moments of receptivity -- Touch point selection -- Digitizing the brand media strategy -- Execution is the X-factor -- Measurement and metrics --

"From YouTube to Facebook to the iPhone, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what's working, what's not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today's most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores: * the future of advertising in traditional media and how to judge the investment's value in today's results-driven marketing world * how to get the maximum impact out of digital media, including online searches, social media, and mobile phones * the importance of employing non-traditional media vehicles, such as marketing PR, branded entertainment, and product placement. This is a must read for every marketer to help increase their brand's exposure while staying on budget"--Provided by publisher.