Description
Book SynopsisThe opportunities are endless but you need to know what you want to achieve and how to go about achieving it. In this comprehensive book Simon Collin provides all the latest information you need to understand and use the range of new tools available. He points out the pitfalls as well as highlighting the advantages of using the Internet.
Trade Review"Whether you are still planning a start-up or if you are hoping to bring your company's marketing efforts up to date, you will find that E-Marketing is an essential starting point." (Sales Director, January 2001)
"This title will offer a valuable insight into the techniques that can be utilised to promote your business." (Internet Works, March 2001)
"a useful starting point...comprehensive book....a great number of references to useful websites"... (Freelance Informer, October 2001)
"...provides an articulate, straightforward introduction to marketing online. Its breadth of scope is impressive..." (Arts Professional, 10 February 2003)
Table of Contents1 Marketing on the Internet 1
Direct marketing 2
Press relations 3
Websites 4
Advertising 4
Brand marketing 6
E-Commerce 6
Response 7
Focus groups 8
Search and research 8
Buying supplies 9
Advice 9
Strategy 10
Check the finances 11
Brand awareness 11
Direct marketing 11
Website 11
Advertise 12
Promote your website 12
Participate 12
Work with the press and the media 12
2 Internet branding 15
Move fast 15
Inventing a brand 18
3 Websites 19
Content and community 20
Website design 22
Using a web design company 25
Your address 27
How do you build it? 28
Advanced features 30
Adding a database to your site 31
Getting web space 32
4 Content 37
Licensing content 40
Multilingual considerations 41
Discussion groups 42
Guest books 44
Link directories 45
Databases 45
Newsletters and mailing lists 46
Maps 48
Chat servers 49
Calendars 51
Feedback forms 51
5 Promoting your site 53
The search engines 54
Make your site search-engine friendly 56
Submit your site to search engines 57
Online review and what’s new listings 59
Reciprocal links 61
Promote your website 62
6 Advertising on the web 65
Web vs print media 66
The cost of advertising 67
Conversation rates 68
Free banner advertising 70
Buying ad space at auction 71
Designing a banner 71
Electronic coupons and tokens 73
7 Measuring response 77
Counting visitors 78
Access logs 79
Analyzing your site visitors 82
Geographic location 83
Domain name 83
Page requests 83
Browser type 84
Referring domains 84
8 Direct Marketing 87
Getting a list of addresses 88
Sending e-mail 90
The message 92
How often? 93
Design and format 93
The content 94
Marketing to newsgroups and mailing lists 95
Careful marketing 96
9 E-Commerce 99
Your online shop 100
Shopping carts 101
Accepting payments 104
Costs 105
Selling advertising on your site 106
10 Public and press relations 109
Press relations 110
Press releases 111
Writing a press release 112
Guidelines for press releases 112
Distributing a press release 113
Public relations 115
Customer service 116
Bad-business and better-business websites 117
Consumer awareness websites 117
Customer support 117
11 Research and study 119
Consumer research and focus groups 120
Research the competition 121
Searching 122
Power searching 125
Newsgroups for research 126
Global business research 127
12 Marketing Talk 129
E-zines 129
Discussion groups 130
Mailing lists 131
Newsgroups 132
Finding a newsgroup 132
Using a newsgroup 133
Appendix Getting Online 135
Choosing an ISP 135
Getting on the Internet 136
Why it’s always so slow 137
Office net policy 138
Setting up the software 139
Browsing the web 140
Electronic mail 141
E-mail standards 131
Web-based e-mail 142
Addressing e-mail 143
Sending to fax, pager or telephone 144
Security and viruses 144
Virus attacks 145
Directory 147
Glossary 167
