Online marketing book offers topics to drive digital discussions

Shawn Rorick doesn't claim to have the answers about what businesses should be doing in the world of online marketing. But he did write a book about the ever-evolving craft, and loves to discuss the history and future of all things Internet.

He wants to get everyone talking about the digital world, and "Emerging Marketer, Engaging Today's Users, Pursuing Tomorrow's Media," offers plenty of jumping-off points to get the discussion started. The book is a 251-page snapshot of today's digital world, with plenty of background to bring newcomers up to speed.

"I want to help those working in the space help understand where we're headed and those entering the space understand why we are where we are," Rorick said.

The book is packed with topics that didn't exist a couple of decades ago, including the buzz around blogging, short message service (text messaging), proximity marketing, viral videos and "halo media," a term Rorick uses to describe the interdependency of multiple platforms that surround a Web strategy.

"The goal of presence within your halo is to be there at the right place at the right time," Rorick writes.

He is quick to caution readers who feel compelled to try each of the latest digital marketing platforms.

"Before diving into any area of emerging media, I've always found it best to ask myself four elementary questions," he says in the first chapter. "Is this where my consumer is? Is the cost of entry prohibitive at this time? Are my competitors using this space, with success? Do case studies exhibit the returns I'm looking for?"

Rorick's background includes stints as marketing director for Las Vegas offices of Cox Communications, MGM Mirage and Cirque du Soleil. He's been involved in Web development and Internet marketing for more than 15 years and in 2004 founded the Las Vegas Interactive Marketing Association (www.lvima.com). The group now has more than 500 members.

"It's still communication with each other," he said. "We're just doing it in a different fashion."

Rorick added that he believes businesses will be shifting more of their marketing budget into interactive platforms. He said the world of applications, popularly known as apps, gives marketers "a different platform to play in."

He said new Web-formatting protocols such as HTML 5, a generation of hypertext markup language, will become more important in the next five years. He adds that it all boils down to "helping drive consumers to your product.

"We're in uncharted territory," Rorick said. "I hope this book will spark conversation and bring a collaboration of information, because no one out there has it all."

The book costs $39.95, and can be ordered at www.emergingmarketer.com or at Amazon.com.

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