Introduction
Acknowledgments
Part 1: Fusion Media Marketing
1: It’s Not About the Tools, It’s All About Strategy
2: The Evolution of Marketing: How We Got Here
3: Traditional Marketing Imaged: Everything at a Glance
4: Interconnection: Traditional Media Revelation
5: Social Media and Digital Marketing: Word of Mouth . . . at the
Speed of Light
6: Digital Marketing Interconnection: A Digital Synergy
7: Traditional and Digital Integration: “Fusion Marketing”
8: What’s Working: Traditional Media Cost of Customer
Acquisition
9: Revealing the Trinity of Social Media: The Big Three
10: Fusion Media Marketing: The Best of Both Worlds
11: Strategy: Tactics, Tools, and Objectives—the Perfect
Balance
12: Take It to the Limit: “Going Fractal”
13: Moving from 2D to 3D: Exponential Opportunities
Part 2: Critical Concepts
14: The Five Steps to Fusion Marketing Success
15: Conversion Strategy First: Tactics, Tools, and
Microstrategies
16: The Psychology Behind the Technology: We’re All Drug
Pushers
17: Understanding the Sales Funnel: Just Being There
18: Filling the Void: From One Come Many
Conclusion
Index
Lon Safko is the author of the bestselling book The Social Media Bible and the founder of 14 companies. He invented the “first computer to save a human life,” as coined by Steve Jobs at Apple, holds three patents for Three- Dimensional Internet Advertising, and has 18 inventions in the Smithsonian Institution in Washington, D.C.
"Social business/media offer the seminal leap forward by allowing businesses not only to have a two-way conversation with their customers and stakeholders, but also to utilize data generated through such conversations to make forward-facing marketing decisions based on predictive analytics of one form or another. Safko approaches this complex construct by building an elegantly simple model to use as a framework in this new marketing universe. He also presents concrete steps to implement a fusion marketing strategy. The text is admirably concise and easy to read with a minimum of jargon. Readers can use their cell phones to scan the copious QR codes to access videos and other resources that provide examples and cases that amplify the text. A fine introduction to this new age of marketing. Highly Recommended. Marketing collections at all levels." Choice 20130523
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