Description
Sweeney, a consultant and speaker on Internet marketing, reviews the world of online marketing to help readers define online objectives, and explains how to develop and execute a marketing program to meet those objectives. Link strategies, blogging, podcasting, and mobile marketing are some areas discussed. This seventh edition is updated to included the latest developments in the online marketing arena. Access to a companion web site is included. The book is distributed in the US by Independent Publishers Group. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)
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For businesses that are either planning to launch a new e-business or increase the profits of an existing one, this book provides techniques and methods to increase effectiveness and growth. Approaches to viewing a company's foundation introspectively through products, services, branding, target markets, online objectives, and budget are discussed, as is how to objectively evaluate the effectiveness of a website. Proven online marketing techniques such as link strategy, mail lists, content site advertising, newsgroup marketing, viral marketing, RSS, blogvertising, behavioral advertising, and emerging techniques are outlined. Guidance in the areas of creating the right interface, design and brand integrity, online copy and quality content, persuasive navigation and functionality is also given and methods for campaign testing, measuring metrics, and analysis are covered.
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