Ultimate Web Marketing Guide, Rough Cuts, The

Description

• Copyright 2011
• Dimensions: 7 X 9-1/8
• Pages: 744
• Edition: 1st

• Rough Cuts
• ISBN-10: 0-13-211688-X
• ISBN-13: 978-0-13-211688-6

This is the Rough Cut version of the printed book.

EVERYTHING YOU NEED TO KNOW ABOUT WEB, MOBILE, & SOCIAL MARKETING!

• Your expert, up-to-the-minute, A-Z reference & how-to guide
• Choose the right goals, media, & tools
• Plan, execute, measure, & optimize
• Avoid costly mistakes!

Now, one amazing book brings together ALL the reliable, detailed information you need to make the most of web, online, mobile, and social marketing.

It’s ALL here: SEO, pay-per-click, mobile marketing, social media marketing, “PR 2.0,” analytics, email marketing, YouTube videos, Twitter and Facebook, blogs, podcasts, and much more. Discover how to choose the right approaches, combine them into a coherent, optimized strategy, and measure your results. Find realistic answers to your most crucial questions...get “from the trenches” insights that save you money...learn to drive more value faster.

THE ONLY COMPLETE WEB MARKETING REFERENCE YOU NEED. CUTTING-EDGE COVERAGE OF THESE TOPICS AND MUCH MORE:

• Creating effective web/online marketing plans and budgets
• Integrating online and traditional marketing
• Designing great sites--including ecommerce sites
• Getting actionable answers from web analytics
• Profiting from search engine marketing (SEM) and optimization (SEO)
• Executing winning pay-per-click and display ad campaigns
• Developing effective email lists and campaigns
• Building two-way conversations with customers and prospects
• Marketing on Facebook, Twitter, and other social media
• Creating an online PR media room
• Marketing through YouTube and podcasts
• Selling through iPhone and Android apps
• Managing web/online marketing coherently and efficiently
• Tracking performance--and improving it!

Technical accuracy guaranteed by Econsultancy’s Rebecca Lieb

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Sample Content

Table of Contents

Introduction     1

Part I: Web Marketing 101

1 Revisiting Marketing Fundamentals     7

Back to Basics: What Is Marketing?      7

The New Basics: What Is Web Marketing?      9

Essential Web Marketing Skills     10

The Most Important Skill: Think Like the Customer     14

The Bottom Line     16

2 Understanding the Components of Web Marketing     17

Web Marketing Is Your Online Presence     17

Web Marketing Is Search Engine Marketing     18

Web Marketing Is Online Advertising     20

Web Marketing Is Email Marketing     20

Web Marketing Is Blog Marketing     22

Web Marketing Is Social Media Marketing     22

Web Marketing Is Online Public Relations     24

Web Marketing Is Multimedia Marketing     25

Web Marketing Is Mobile Marketing     25

The Bottom Line     26

Part II: Planning Your Online Activities

3 Balancing and Budgeting Online Activities     29

Creating an Effective Web Marketing Mix     29

Coordinating Your Web Marketing Activities     35

Setting Your Web Marketing Budget     36

The Bottom Line     40

4 Integrating Online and Traditional Marketing     43

Splitting Your Budget     43

Online and Traditional Analogs     44

Which Activities Can You Eliminate?      47

Coordinating Web Marketing and Traditional Marketing     49

The Bottom Line     50

5 Online Research and Analysis     53

Quantitative Versus Qualitative Research     53

Researching Traffic Patterns with Web Analytics     56

Researching Customer Opinions with Polls and Surveys      58

Researching Customer Behavior with Comment Analysis     59

Researching the Competition     60

Researching Virtually Anything with Web Search     62

Other Sources of Online Research     63

The Bottom Line     63

6 Creating a Web Marketing Plan     65

Why You Need a Web Marketing Plan.      65

Understand

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