Ultimate Web Marketing Guide, The

ByMichael R. Miller
Published Oct 13, 2010 byQue。

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Description

Copyright 2011
Pages: 640
Edition: 1st

eBook (Watermarked)
ISBN-10: 0-13-211686-3
ISBN-13: 978-0-13-211686-2

EVERYTHINGYOU 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.

THEONLYCOMPLETE 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
公司g on Facebook, Twitter, and other social media
创建一个在线公关媒体室
公司g 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

Introduction1

Part I: Web Marketing 101

1Revisiting Marketing Fundamentals7

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

2Understanding the Components of Web Marketing17

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

3Balancing and Budgeting Online Activities29

Creating an Effective Web Marketing Mix 29

Coordinating Your Web Marketing Activities 35

Setting Your Web Marketing Budget 36

The Bottom Line 40

4Integrating Online and Traditional Marketing43

将你的预算43

Online and Traditional Analogs 44

Which Activities Can You Eliminate? 47

Coordinating Web Marketing and Traditional Marketing 49

The Bottom Line 50

5Online Research and Analysis53

Quantitative Versus Qualitative Research 53

Researching Traffic Patterns with Web Analytics 56

研究客户意见调查和检验ys 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

6Creating a Web Marketing Plan65

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

7Designing an Effective Website75

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

8Creating an Ecommerce Website97

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

9Tracking Website Analytics107

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

10Understanding Search Engine Marketing119

Search Engine Marketing Explained 119

How Search Engines Work 122

Examining the Major Search Engines 126

The Bottom Line 131

11Essential Search Engine Optimization133

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

Optimizing Your Site’s Design and Organization 146

Optimizing Inbound Links 148

Optimizing Images 152

The Bottom Line 154

12Advanced 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

13Tracking 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

14Understanding 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

15Pay-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

16Display 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

17Tracking Ad Performance257

Using Tracking Tools 257

Evaluating Key Metrics 260

Testing and Tracking Ad Strategies 264

The Bottom Line 265

Part VI: Email Marketing

18Understanding 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

19Building 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

20Developing 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

21Tracking Email Marketing Performance309

Determining Key Metrics 309

Tracking Email Data 312

The Bottom Line 313

Part VII: Blog Marketing

22Understanding Blog Marketing315

Getting to Know the Blogosphere 315

What Are Company Blogs Good For? 317

Running Your Own Blog 320

公司g to Other Blogs 321

The Bottom Line 322

23Creating 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公司g 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

25Tracking 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

26Understanding 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

27Participating 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公司g on Facebook, MySpace, and Twitter385

公司g via a Facebook Fan Page 385

公司g via a Facebook Application. 389

Cross-Marketing with a Facebook Like Button 391

Utilizing More Facebook Social Plugins 393

公司g on MySpace 395

公司g 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

29Tracking 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

30Understanding 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

31Developing 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

32Creating 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

33Tracking Online PR Performance455

Tracking Placements 455

Tracking Traffic and Conversions 456

The Bottom Line 458

Part X: Multimedia Marketing

34Understanding 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

35Podcast 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

36Video 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

37Tracking Multimedia Marketing Performance507

Tracking Podcast Performance 507

Tracking Video Performance 509

The Bottom Line. 512

Part XI: Mobile Marketing

38Understanding 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

39Designing 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

40Advertising 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公司g via Mobile Apps545

What Is a Mobile App--and Why Should You Care? 545

Building an Effective Mobile App 547

公司g Your Mobile App 553

The Bottom Line 554

42Tracking 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

43Managing 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

44Looking to the Future577

Email Is Dying 577

Blogs Are Fading 578

Social Networking Is Taking Over 579

Mobility Matters 580

Narrowcasting Gets Big 580

当地所有营销,全球581强

Embracing Change 582

The Bottom Line 583

AGlossary585

Index 595

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