3G Marketing on the Internet Third Generation Internet Marketing Strategies for Online Success Seventh Edition by Susan Sweeney 1931644640 9781931644648
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ISBN 10: 1931644640
ISBN 13: 9781931644648
Author: Susan Sweeney
For businesses that are either planning to launch a new e-business or increase the profits of an existing one, this book provides techniques and methods to increase effectiveness and growth. Approaches to viewing a company’s foundation introspectively through products, services, branding, target markets, online objectives, and budget are discussed, as is how to objectively evaluate the effectiveness of a website. Proven online marketing techniques such as link strategy, mail lists, content site advertising, newsgroup marketing, viral marketing, RSS, blogvertising, behavioral advertising, and emerging techniques are outlined. Guidance in the areas of creating the right interface, design and brand integrity, online copy and quality content, persuasive navigation and functionality is also given and methods for campaign testing, measuring metrics, and analysis are covered.
3G Marketing on the Internet Third Generation Internet Marketing Strategies for Online Success Seventh Table of contents:
Chapter 1: Industry Overview-A Look at the Internet
Consumers and the Internet
How Big Is the Internet Population?
The Internet as a Way of Life
I Want What I Want and I Won’t Have It Any Other Way
Embracing Broadband
Evolving Technology
Business and the Internet
Advertising Online
Resources for Research
Closing Comments
Chapter 2: Understanding Your Environment
Long Term Planning and Your Web Site Strategy
Understanding Your Objectives
Identifying Your Target Market
Understanding the User
What Exactly Are You Promoting?
Extending the Reach of Your Brand Online
Consistently Positioning Your Offerings
Learn From Your Customers
Staying on Top of the Competition
Being Aware of the Macro and Micro Environmental Landscape
Determining Your Budget
Chapter 3: Internet Marketing Techniques
Search Engine-Organic Optimization
The Importance of Your Link Strategy
Strategy 1
Strategy 2
Internet Advertising
Rich Media Advertising
Size and Placement
Search Advertising
Contextual Advertising
Behavioral Advertising
Measurement and Accountability
Affiliate Marketing
RSS
Blogging
Podcasting/Videocasting
Mobile Marketing
Viral Marketing
Autoresponder Marketing
Permission-Based E-mail Marketing
VOIP
Chapter 4: Starting with the Foundation-Your Web Site
Twenty Reasons You Need a Web Site for Your Business
Know the Purpose of Your Web Site
Lead Generation
Online Sales
Don’t Start Without a Plan
The Q2C Model-The Genetics of a Great Web Site
Strong Creative Design and Branding
Well-Executed Navigation and Information Structure
Quality Content
Convenient Functionality and Engaging Interactivity
Eight Strategic Steps to Developing a Successful Web Site
Making the Right Choices
Chapter 5: Campaign Execution
Working With the Right Channels
Making Sure You Score Before You Shoot- Campaign Preparation
Action Item #1: Campaign Foundation
Action Item #2: Matching the Message With the Desire
Action Item #3: Make Sure All the Tools Are in Place
Action Item #4: Monitor, Evaluate, and Modify
Consistency Is Key!
Developing a Winning Landing Page
Tips for Creating Landing Page Content
Tips for Planning the Layout of Your Landing Page
Proper Landing Page Execution
Making PPC Campaigns Work for You
Strategically Select Your Keywords
Understand Your Customers
Don’t Use Your Budget So Quickly
Geo-Targeting Your Campaigns
Use Landing Pages
Target Your Customers by Dayparting
Getting Noticed in the World of Spam
In-house Versus Outsource E-mail Marketing
Working With the Right Tools
Designing Effective E-mail Promotions
Integrating Your Strategy
Building Your Opt-in Database
Learn More About Your Customers
Chapter 6: Web Analytics-Learn from the Past, Change the Future
Web Analytics Defined
Qualitative Studies
Quantitative Studies
Key Performance Indicators
Common Measurements of Performance
Click-Through Rate
Unique Visitors
Time Spent
Click Stream Analysis
Single-Page Access
Total Sales, Leads Generated, or Desired Action Taken
Customer Conversion Ratio
Cost per Customer or Customer Acquisition Cost
Net Dollars per Visitor
Cost per Visitor
Average Order Size
Items per Order
Shopping Cart and Form Abandonment
Impact on Offline Sales
Return on Investment (ROI)
Monitor What Matters to Your Business
Determine What Works-A/B Testing as a Start
Keep It Simple
Give It Time
Tracking Your Tests
Go Deeper-Use It or Lose It
Bringing It All Together-Use What You’ve Learned From Other Sources
Industry Studies and Metrics
Usability Studies
Eyetracking Studies
Competitive Studies
Customers, Partners, and Affiliates Studies
Site Performance Studies
Segmenting Your Target Market
Choosing a Web Analytics Solution
Look at Yourself
Look at Technology
Look at the Vendor
Popular Web Analytics Vendors
Closing Comments on Web Analytics
Chapter 7:
Final Thoughts
Learn From the Success of Others
Don’t Be Scared to Fail
Forget About the Hits
Your Neighbor’s Kid Can’t Do It All
Take Your Time-Do It Right the First Time (or Second)
About the Authors
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