The Ultimate Web Marketing Guide

Name: The Ultimate Web Marketing Guide
Author: Michael Miller

Paperback Engels 2011 1e druk 9780789741004

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Samenvatting

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!

Specificaties

ISBN13:9780789741004

Taal:Engels

Bindwijze:paperback

Aantal pagina's:618

Uitgever:Que

Druk:1

Hoofdrubriek:IT-management / ICT

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Inhoudsopgave

Introduction

Part 1: Web Marketing 101
1. Revisiting Marketing Fundamentals
2. Understanding the Components of Web Marketing

Part 2: Planning Your Online Activities
3. Balancing and Budgeting Online Activities
4. Integrating Online and Traditional Marketing
5. Online Research and Analysis
6. Creating a Web Marketing Plan

Part 3: Website Presence
7. Designing an Effective Website
8. Creating an Ecommerce Website
9. Tracking Website Analytics

Part 4: Search Engine Marketing
10. Understanding Search Engine Marketing
11. Essential Search Engine Optimization
12. Advanced SEO Techniques
13. Tracking Search Performance

Part 5: Online Advertising
14. Understanding Online Advertising
15. Pay-per-Click Advertising
16. Display Advertising
17. Tracking Ad Performance

Part 6: Email Marketing
18. Understanding Email Marketing
19. Building Email Mailing Lists
20. Developing an Email Marketing Campaign
21. Tracking Email Marketing Performance

Part 7: Blog Marketing
22. Understanding Blog Marketing
23. Creating a Company or Product Blog
24. Marketing to the Blogosphere
25. Tracking Blog Marketing Performance

Part 8: Social Media Marketing
26. Understanding Social Media
27. Participating in Social Networking
28. Marketing on Facebook, MySpace, and Twitter
29. Tracking Social Media Marketing Performance

Part 9: Online PR
30. Understanding Online PR
31. Developing New Sources and Techniques
32. Creating an Online Press Room
33. Tracking Online PR Performance

Part 10: Multimedia Marketing
34. Understanding Multimedia Marketing
35. Podcast Marketing
36. Video Marketing
37. Tracking Multimedia Marketing Performance

Part 11: Mobile Marketing
38. Understanding Mobile Marketing
39. Designing a Mobile-Friendly Website
40. Advertising on Mobile Devices
41. Marketing via Mobile Apps
42. Tracking Mobile Marketing Performance

Part 12: Online Marketing Management
43. Managing Your Web Marketing Activities
44. Looking to the Future

A: Glossary

Index