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3G marketing on the internet: third generation internet marketing strategies for online success

Author: Sweeney, Susan ; MacLellan, Andy ; Dorey, EdPublisher: Maximum Press, 2006.Edition: 7th ed.Language: EnglishDescription: 200 p. : Ill. ; 24 cm.ISBN: 1931644373Type of document: Book Online Access: Click here Bibliography/Index: Includes index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5415.126 .S94 2006
(Browse shelf)
900170451
Available 900170451
Book Digital Library
E-book Available
Book Europe Campus
Main Collection
Print HF5415.126 .S94 2006
(Browse shelf)
001323343
Available 001323343
Total holds: 0

Includes index

Digitized

3G marketing on the Internet Chapter 1: Industry Overview-A Look at the Internet 1 Consumers and the Internet ............................................................... 2 How Big Is the Internet Population? ........................................2 The Internet as a Way of Life .................................................... 3 I Want What I Want and I Won't Have It Any Other Way ....... 5 Embracing Broadband ...............................................................7 Evolving Technology .......................................................................... 8 Business and the Internet ................................................................. 10 Advertising Online ................................................................... 20 Resources for Research .................................................................... 12 Closing Comments ........................................................................14 Chapter 2: Understanding Your Envlronrnent 17 Long Term Planning and Your Web Site Strategy ............................ 18 Understanding Your 0bjectives .......................................................19 Identifying Your Target Market .......................................................21 Understanding the User ..................................................................22 What Exactly Are You Promoting? ..................................................24 Extending the Reach of Your Brand Online .....................................25 Consistently Positioning Your Offerings ..........................................26 Learn From Your Customers ................................................... 27 Staying on Top of the Competition .................................................. 28 Being Aware of the Macro and Micro Environmental Landscape .... 29 Determining Your Budget ................................................................30 Chapter 3: Internet Marketing Techniques 33 Search Engine-Organic Optimization ............................................35 The Importance of Your Link Strategy ............................................38 Strategy 1 .........................................................................38 Strategy 2 .........................................................................39 Vlll 3G Marketing on the Internet Internet Advertising .........................................................................41 Rich Media Advertising ...........................................................42 Size and Placement ...........................................................43 Search Advertising ...................................................................43 Contextual Advertising ............................................................47 Behavioral Advertising ............................................................. 49 Measurement and Accountability .................................... 50 Affiliate Marketing .......................................................................... 51 . RSS ................................................................................................. 54 Blogging .......................................................................................... 57 PodcastingNideocasting .................................................................. 60 Mobile Marketing ........................................................................... 62 Viral Marketing ............................................................................... 66 Autoresponder Marketing ............................................................... 68 Permission-Based E-mail Marketing ................................................69 VOIP ............................................................................................... 70 Chapter 4: Starting wIth the Foundation-Your Web Site 73 Twenty Reasons You Need a Web Site for Your Business ................ 74 Know the Purpose of Your Web Site ................................................77 Lead Generation ...................................................................... 77 Online Sales ............................................................................. 79 Don't Start Without a Plan ......................................................80 The Q2C Model-The Genetics of a Great Web Site ....................... 80 Strong Creative Design and Branding ...................................... 81 Well-Executed Navigation and Information Structure ............. 83 Quality Content .......................................................................84 Convenient Functionality and Engaging Interactivity ....... 85 Eight Strategic Steps to Developing a Successful Web Site ............... 89 Making the Right Choices ...............................................................91 Chapter 5: Campalqn Execution 93 Working With the Right Channels ................................................... 94 Making Sure You Score Before You ShootCampaign Preparation ................................................................. 97 Action Item #I: Campaign Foundation ................................... 97 Action Item #2: Matching the Message With the Desire .......... 98 Action Item #3: Make Sure All the Tools Are in Place ............. 99 Table of Contents IX Action Item #4: Monitor. Evaluate. and Modifj .................... 102 Consistency Is Key! ................................................................... 103 Developing a Winning Landing Page ............................................. 104 Tips for Creating Landing Page Content ............................... 104 Tips for Planning the Layout of Your Landing Page .............. 107 Proper Landing Page Execution ............................................110 Making PPC Campaigns Work for You .........................................114 Strategically Select Your Keywords ........................................117 Understand Your Customers ..................................................118 Don't Use Your Budget So Quickly .......................................119 Geo-Targeting Your Campaigns ............................................. 120 Use Landing Pages ................................................................. 120 Target Your Customers by Dayparting .................................. 121 Getting Noticed in the World of Spam ........................................ 121 In-house Versus Outsource E-mail Marketing .......................124 Working With the Right Tools .......................................................126 Designing Effective E-mail Promotions ..........................................132 Integrating Your Strategy .......................................................135 Building Your Opt-in Database .............................................136 Learn More A bout Your Customers ...................................... 137 Chapter 6: Web AnalyUcs-Learn f b m the Past, Change the Future 139 Web Analytics Defined .................................................................. 140 Qualitative Studies .................................................................142 Quantitative Studies ..............................................................142 Key Performance Indicators ..................................................142 Common Measurements of Performance .......................................142 Click-Through Rate ...............................................................143 Unique Visitors ...................................................................... 143 Time Spent ...........................................................................143 Click Stream Analysis ............................................................ 144 Single-Page Access .................................................................144 Total Sales. Leads Generated. or Desired Action Taken ........ 144 Customer Conversion Ratio ................................................ 144 Cost per Customer or Customer Acquisi'tion Cost ................. 145 Net Dollars per Visitor .......................................................... 145 Cost per Visitor ...................................................................... 145 Average Order Size ................................................................145 Items per Order ..................................................................... 146 Shopping Cart and Form Abandonment ................................ 146 x 3G Marketing on the Internet Impact on Offline Sales ......................................................... 146 Return on Investment (ROI) ................................................. 147 Monitor What Matters to Your Business ....................................... 147 Determine What Works-a/B Testing as a Start ............................ 148 Keep It Simple .......................................................................150 Give It Time ...... ...................................................................151 ; Tracking Your Tests .............................................................151 Go Deeper-Use It or Lose It ........................................................ 152 Bringing It All Together-Use What You've Learned From Other Sources ................................................................... 153 Industry Studies and Metrics ................................................. 153 Usability Studies .................................................................... 153 E yetracking Studies ................................................................155 Competitive Studies ............................................................... 156 Customers. Partners. and Affiliates Studies ........................... 156 Site Performance Studies ........................................................158 Segmenting Your Target Market .................................................... 159 Choosing a Web Analytics Solution ............................................... 161 Look at Yourself ....................................................................161 Look at Technology ............................................................... 162 Look at the Vendor ................................................. ............ 163 Popular Web Analytics Vendors ......................... ................. 165 Closing Comments on Web Analytics ............................................ 166 Chapter 7: Final Thoughts 168 Learn From the Success of Others ................................................. 168 Don't Be Scared to Fail .................................................................. 169 Forget About the Hits ....................................................................169 Your Neighbor's Kid Can't Do It All ............................................. 170 Take Your Time-Do It Right the First Time (or Second).............. 171 About the Authors ............................................................................... 172 Appendix A: Global Online Populations ............................................... 175

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