CHAPTER 1
The Digital Fever
In this chapter, you will read:
1. It’s all digital
2. Who is watching you?
3. Basic rules of digital brand engagement
4. Can digital brand engagement replace advertising?
5. Popular brand-engagement misconceptions
6. Effective digital brand engagement
Introduction
The ideas associated with the way businesses used to market a service, brand, or product, are today somehow not sufficient. Consumers enjoy buying, but do not enjoy being “sold to,” which now means the overall approach requires changes. The act of reaching consumers now involves engaging with them as well as being able to show these consumers that a company really cares about matching up with their requirements with what it has to offer.
For many marketers, ...
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