The Eyes Have It: How to Market in an Age of Divergent Consumers, Media Chaos and Advertising Anarchy

by Steve Baldwin and Kevin Lee

"What we're describing is a world that's very different from the one we once knew. It is a much faster and uncertain world, where what's right today is wrong tomorrow, and where today's success is... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0974380660
• ISBN13: 9780974380667
• Release Date: September 2007
• Publisher: Easton Studio Press
• Length: 189 Pages
• Weight: 1.03 lbs.
• Dimensions: 0.7" x 6.3" x 9.3"

Customer Reviews

Required Reading for C-Level Executives

"The C-Level Executive's Intro to Internet Marketing" The C-level executive should read this, and so should you. My book is full of pink underlined passages of both small and large importance. Here are my favorite parts: 1) Need inspiration in your career? Go to page 90. 2) Would you like to learn more about the SEO trap? Go to page 113. 3) Need to build a tech savvy Internet marketing team? Visit page 144 to start. This book is strategic not tactical. You won't learn how to write better Google ads. The book won't tell you that Google, Yahoo, or Bing is the best PPC method for your campaigns (it all varies). Copywriters and SEO aspirants won't find answers here. But if you'd like to know how marketing progressed from the massive TV ad spends of the 1960's to the highly technical world of PPC marketing, this book is worth a read. As for me, I'll settle for this little bit of inspiration on page 90: "Digital marketing today requires a unique blend of skills not taught in business schools or learned in old-line ad agencies. Finding people who are both creative and quantitatively minded enough to work effectively in this new environment is difficult." Pull out your highlighter, it's time to read Kevin Lee's "The Eyes Have It".

Good Context of Search Engine Marketing

Lee & Baldwin vividly articulate how search engine plays a key & disruptive role in the rapidly evolving marketing landscape. I particularly enjoy how they use the history of the marketing industry to interpolate the possible future, based on their extensive research & industrial experience. The book is also a good guide for readers who like to learn more about search engine marketing, both from technical & business perspectives.

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.

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.

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.