The ultimate web marketing guide

著者

• Miller, Michael

書誌事項

The ultimate web marketing guide

Michael Miller

Que , Pearson Education [distributor], c2011

注記

Includes index

内容説明・目次

内容説明

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

目次

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 Understanding the Elements of a Marketing Plan 66 Writing Your Marketing Plan 71 The Bottom Line 73 Part III: Website Presence 7 Designing an Effective Website 75 Creating Your First Website 75 Website Design: Keep It Simple. 79 Be Wary of Technology--and Design 81 Content Matters 82 Navigating Your Site 84 Website Look and Feel 89 Consider Color 91 Creating Unique Landing Pages 93 The Bottom Line 93 8 Creating an Ecommerce Website 97 Different Ways to Sell 97 What Goes Into an Ecommerce Website? 98 Promoting Your Site 101 Utilizing Search Engine Marketing and Shopping Directories 102 The Bottom Line 104 9 Tracking Website Analytics 107 Understanding Web Analytics 107 Who Uses Web Analytics? 108 How Web Analytics Works 108 Key Web Analytics Metrics 109 What to Look For 110 Web Analytics Tools 113 Getting to Know Google Analytics 114 The Bottom Line. 116 Part IV: Search Engine Marketing 10 Understanding Search Engine Marketing 119 Search Engine Marketing Explained 119 How Search Engines Work 122 Examining the Major Search Engines 126 The Bottom Line 131 11 Essential Search Engine Optimization 133 What Search Engines Look For 133 Optimizing Your Site's Content 136 Optimizing Your Site's Keywords 139 Optimizing Your Site's HTML Tags 142 TITLE Tags 142 Optimizing Your Site's Design and Organization 146 Optimizing Inbound Links 148 Optimizing Images 152 The Bottom Line 154 12 Advanced SEO Techniques157 Submitting Your Site to the Search Engines 157 Creating a Sitemap 160 SEO for Local Search 163 SEO for Mobile Search 166 SEO for Blogs 167 SEO Tools 170 The Bottom Line 171 13 Tracking Search Performance173 Why It Pays to Improve Your Performance 173 What to Look For 174 Tracking Site Traffic with Web Analytics 175 The Ultimate Metric: Search Engine Rank 176 Tracking Individual Search Engine Performance 177 Third-Party Tracking Tools 181 Tracking Your Competitors 182 The Bottom Line 183 Part V: Online Advertising 14 Understanding Online Advertising185 How Online Advertising Differs from Traditional Advertising 185 Different Payment Models 187 Types of Online Ads 190 Online Ad Technologies 197 Affiliate Marketing 198 Getting to Know the Big Players 199 Trends in Online Advertising 200 The Bottom Line 202 15 Pay-per-Click Advertising205 Understanding Pay-per-Click and Contextual Advertising 205 Choosing the Right Keywords 211 Bidding the Right Price 215 Writing Effective Ad Copy 220 Creating PPC Image Ads 225 Maximizing Conversion with a Custom Landing Page 226 Choosing a PPC Ad Network 229 Other Sites for PPC Advertising 232 The Bottom Line 236 16 Display Advertising239 Are Display Ads Effective? 239 When to Employ Display Advertising 241 Choosing a Payment Model 241 Setting a Display Ad Budget 242 Examining Rich Media Ads 242 Choosing a Display Ad Format 245 Best Practices: Creating Effective Display Ads 247 Where to Purchase Web Display Ads 252 The Bottom Line 253 17 Tracking Ad Performance257 Using Tracking Tools 257 Evaluating Key Metrics 260 Testing and Tracking Ad Strategies 264 The Bottom Line 265 Part VI: Email Marketing 18 Understanding Email Marketing267 Email Marketing Is Big Business 267 Email Marketing Is Effective 268 Email Marketing Is Direct Marketing 268 Email Marketing Is Customer Retention Marketing 270 Email Marketing Is One-to-One Marketing 270 Email Marketing Is Database Marketing 271 Email Marketing Is Permission Marketing 272 Email Marketing Is Frequent Marketing 273 Email Marketing Is Inexpensive Marketing 275 Email Marketing Is Trackable Marketing. 276 The Bottom Line 276 19 Building Email Mailing Lists279 Creating an Email List 279 Purchasing or Renting Names 284 Managing Your Lists 285 Avoiding Spamming--by Asking Permission 288 Who Does the Work? 289 The Bottom Line 290 20 Developing an Email Marketing Campaign293 Deciding What--and When--to Promote 293 Constructing the Promotional Message 298 Personalizing Your Mailings 305 What Not to Do 306 The Bottom Line 307 21 Tracking Email Marketing Performance309 Determining Key Metrics 309 Tracking Email Data 312 The Bottom Line 313 Part VII: Blog Marketing 22 Understanding Blog Marketing315 Getting to Know the Blogosphere 315 What Are Company Blogs Good For? 317 Running Your Own Blog 320 Marketing to Other Blogs 321 The Bottom Line 322 23 Creating a Company or Product Blog325 Why Create a Company Blog? 325 Where Should the Blog Reside? 329 Building the Blog 330 Designing Your Blog 332 Allowing Comments--or Not. 334 Determining Who Contributes to the Blog 335 Deciding What to Write About 336 Writing Blog Posts 337 Optimizing Your Blog for Search 340 Common Corporate Blogging Mistakes 340 Promoting Your Blog 341 The Bottom Line 342 24 Marketing to the Blogosphere345 Why Blogs--and Bloggers--Are Important 345 How to Get Bloggers to Notice and Mention You 346 Giving Bloggers Everything They Need 348 Buying Blog Placements 349 The Bottom Line 351 25 Tracking Blog Marketing Performance353 Tracking the Performance of Your Company Blog 353 Tracking the Effectiveness of Your Blog PR Efforts 356 The Bottom Line 357 Part VIII: Social Media Marketing 26 Understanding Social Media359 Inside the World of Social Media 359 The History of Social Media 360 Examining Different Types of Social Media 362 Why Social Media Matters to Marketers 368 Developing a Social Media Marketing Strategy 370 The Bottom Line 372 27 Participating in Social Networking373 What Goes On in a Social Network 373 Becoming Part of the Community 376 Monitoring Social Media 378 Responding to Online Comments 380 The Bottom Line 382 28 Marketing on Facebook, MySpace, and Twitter385 Marketing via a Facebook Fan Page 385 Marketing via a Facebook Application. 389 Cross-Marketing with a Facebook Like Button 391 Utilizing More Facebook Social Plugins 393 Marketing on MySpace 395 Marketing with Twitter 397 Sharing and Bookmarking via Social Media 403 Constructing an Effective Social Media Campaign 404 Advertising on Social Media 406 Integrating Your Efforts Across Multiple Social Media 411 The Bottom Line 414 29 Tracking Social Media Marketing Performance417 Tracking Hard Performance Metrics 417 Evaluating Social Media Performance Subjectively 419 Different Metrics for Different Social Media 421 The Bottom Line 423 Part IX: Online PR 30 Understanding Online PR425 What Is Online PR--and How Does It Differ from Traditional PR? 425 Using the New Technology 428 The Benefits of Online PR 430 The Bottom Line 431 31 Developing New Sources and Techniques433 Developing New Online Sources 433 Skills and Techniques for Online PR 437 Learning the Art of Online Press Releases 438 The Bottom Line 441 32 Creating an Online Press Room443 Why Do You Need a Press Room on Your Website? 443 Stocking Your Online Press Room 445 Locating Your Online Press Room 450 Organizing Your Online Press Room 451 Informing Journalists of New News 452 The Bottom Line 453 33 Tracking Online PR Performance455 Tracking Placements 455 Tracking Traffic and Conversions 456 The Bottom Line 458 Part X: Multimedia Marketing 34 Understanding Multimedia Marketing461 What Is Multimedia Marketing? 461 Understanding Podcasts 462 Understanding Web Videos 464 Incorporating Multimedia into Your Marketing Mix 465 The Bottom Line 466 35 Podcast Marketing469 Creating a Podcast: The Technical Details 469 Creating a Podcast: The Marketing Strategy 471 Distributing Your Podcast 472 Promoting Your Podcasts 475 The Bottom Line 475 36 Video Marketing477 Is Web Video Right for Your Business? 477 Welcome to YouTube 478 How YouTube Works 480 What Kinds of Videos Work Best? 481 Creating a YouTube Video 485 Creating Compelling Content 489 Driving Viewers to Your Website 492 Promoting Your YouTube Videos--Organically 495 Advertising Your YouTube Videos 500 The Bottom Line 504 37 Tracking Multimedia Marketing Performance507 Tracking Podcast Performance 507 Tracking Video Performance 509 The Bottom Line. 512 Part XI: Mobile Marketing 38 Understanding Mobile Marketing515 What Is Mobile Marketing--and Why Is It Important? 515 How Mobile Marketing Differs from Traditional Web Marketing 518 Exploiting Mobile Search 520 Developing a Mobile Marketing Strategy 521 The Bottom Line 521 39 Designing a Mobile-Friendly Website523 Why You Need a Mobile Website 523 Creating a Mobile Website 525 Options: How to Host Your Mobile Site 532 The Bottom Line 534 40 Advertising on Mobile Devices537 How Important Is Mobile Advertising? 537 Determining What Type of Advertising to Do--and Where to Do It 538 Creating a Mobile Ad 541 Targeting the Mobile Customer 542 The Bottom Line 543 41 Marketing via Mobile Apps545 What Is a Mobile App--and Why Should You Care? 545 Building an Effective Mobile App 547 Marketing Your Mobile App 553 The Bottom Line 554 42 Tracking Mobile Marketing Performance557 Tracking the Performance of Your Mobile Website 557 Tracking the Performance of Your Mobile Advertising 561 Tracking the Performance of Your Mobile Apps 562 The Bottom Line 563 Part XII: Online Marketing Management 43 Managing Your Web Marketing Activities565 Managing Your Web Marketing Mix 565 Managing Your Staff 568 Managing Your Budget 569 Managing Results 570 Managing Change 571 Managing Management 572 Managing Your Time. 573 The Bottom Line 574 44 Looking to the Future577 Email Is Dying 577 Blogs Are Fading 578 Social Networking Is Taking Over 579 Mobility Matters 580 Narrowcasting Gets Big 580 All Marketing Is Local--and Global 581 Embracing Change 582 The Bottom Line 583 A Glossary585 Index 595

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詳細情報

• NII書誌ID(NCID): BB06434580
• ISBN:
  • 9780789741004
• LCCN: 2011286070
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Indianapolis, Ind.,[S.l.]
• ページ数/冊数: xviii, 618 p.
• 大きさ: 23 cm
• 分類:
  • LCC : HF5415.1265
• 件名:
  • LCSH : Internet marketing