Digital marketing for dummies /
Ben Carter [and three others].
- Chichester : John Wiley, c2007.
- xvi, 282 pages : illustrations ; 24 cm.
- For dummies .
Includes index.
Digital Marketing For Dummies; About the Authors; Dedication; Authors' Acknowledgements; Contents at a Glance; Table of Contents; Introduction; About This Book; Conventions Used in This Book; How This Book Is Organised; Icons Used in This Book; Where to Go from Here; Part I: Getting Started with Digital Marketing; Chapter 1: Getting Net-Savvy; Marketing on the Internet; Considering whether You Need to Market on the Internet; Finding Your Online Market; Working in the Online World; Chapter 2: Market Size Matters; Using Internet Marketing Resources; Sizing Up a Market. Chapter 3: Your Digital Marketing PlanAssessing Your Current Marketing Efforts; Matching Your Customer Base to the Online Community; Assessing the Competition; Sizing Your Digital Marketing Effort; Creating a Written Plan; Implementing Your Digital Marketing Plan; Part II: Marketing on the World Wide Web; Chapter 4: Mastering Your Domain; Choosing an ISP for Digital Marketing; Discovering How Domain Names Work; Choosing Your Domain Name(s); Registering Your Domain Name(s); Chapter 5: Planning Your Business Web Site; Guiding Principles for Business Sites; Specifying Your Site Content. Creating a Look and Feel for Your SiteHaving Your Site Done For You; Chapter 6: Marketing on Your Web Site; Your Web Site as a Marketing Vehicle; Marketing Information on Your Site; News on Your Site; Chapter 7: Getting the Most Out of Your Web Site; Gathering Information about Site Visitors; Improving Your Site; Getting Found with Search Engines; Publicising Your Site; Part III: Marketing with Search; Chapter 8: Optimising Your Web Site for Search Engines; The Power of Search; Using an Expert; Chapter 9: Understanding the Power of Google; Planning for World Domination. Google and the Small AdvertiserWhy Should You Advertise on Google?; Getting the Best Out of Google; When Google Bites Back; Chapter 10: Getting to Grips with Paid Search; What Is Paid Search?; Paid Search Options; Discovering How to Bid on Keywords; Integrating Paid Search with Other Channels; Chapter 11: Checking Out Affiliate Marketing; Getting Others to Do the Work For You; Understanding Google AdSense and MIVA; Controlling Your Affiliate Marketing; Avoiding Affiliate Marketing Dangers; Part IV: Even More Digital Marketing; Chapter 12: Controlling the Message with Online Advertising. Working Out Your GoalsFinding the Right Format; Clinching the Deal; Measure by Measure; Chapter 13: Spreading the Word with Internet PR; Whom Do You Want to Influence?; Planning an Internet PR Campaign; Getting Your Release Distributed; Tracking Your Release; Chapter 14: The Emergence of Web 2.0; Grasping the Basics of Web 2.0; Understanding Blogging; Mastering Podcasting; Networking with the MySpace Generation; Part V: The Part of Tens; Chapter 15: Ten Advantages of Digital Marketing; Digital Marketing Has Low Barriers to Entry; Digital Marketing Is Informational Marketing
Thirty million online UK customers are just a click away, and Digital Marketing For Dummies shows you how to reach them. The author team of internet and marketing experts introduce you to the latest high-impact tools and techniques so you can promote your business with creativity and innovation, and stand out from your competitors
In English text.
9780470057933
Internet marketing.
Electronic commerce.
CIR HF 5415.1265 / D54 2007
658.8 / D569 2007
Includes index.
Digital Marketing For Dummies; About the Authors; Dedication; Authors' Acknowledgements; Contents at a Glance; Table of Contents; Introduction; About This Book; Conventions Used in This Book; How This Book Is Organised; Icons Used in This Book; Where to Go from Here; Part I: Getting Started with Digital Marketing; Chapter 1: Getting Net-Savvy; Marketing on the Internet; Considering whether You Need to Market on the Internet; Finding Your Online Market; Working in the Online World; Chapter 2: Market Size Matters; Using Internet Marketing Resources; Sizing Up a Market. Chapter 3: Your Digital Marketing PlanAssessing Your Current Marketing Efforts; Matching Your Customer Base to the Online Community; Assessing the Competition; Sizing Your Digital Marketing Effort; Creating a Written Plan; Implementing Your Digital Marketing Plan; Part II: Marketing on the World Wide Web; Chapter 4: Mastering Your Domain; Choosing an ISP for Digital Marketing; Discovering How Domain Names Work; Choosing Your Domain Name(s); Registering Your Domain Name(s); Chapter 5: Planning Your Business Web Site; Guiding Principles for Business Sites; Specifying Your Site Content. Creating a Look and Feel for Your SiteHaving Your Site Done For You; Chapter 6: Marketing on Your Web Site; Your Web Site as a Marketing Vehicle; Marketing Information on Your Site; News on Your Site; Chapter 7: Getting the Most Out of Your Web Site; Gathering Information about Site Visitors; Improving Your Site; Getting Found with Search Engines; Publicising Your Site; Part III: Marketing with Search; Chapter 8: Optimising Your Web Site for Search Engines; The Power of Search; Using an Expert; Chapter 9: Understanding the Power of Google; Planning for World Domination. Google and the Small AdvertiserWhy Should You Advertise on Google?; Getting the Best Out of Google; When Google Bites Back; Chapter 10: Getting to Grips with Paid Search; What Is Paid Search?; Paid Search Options; Discovering How to Bid on Keywords; Integrating Paid Search with Other Channels; Chapter 11: Checking Out Affiliate Marketing; Getting Others to Do the Work For You; Understanding Google AdSense and MIVA; Controlling Your Affiliate Marketing; Avoiding Affiliate Marketing Dangers; Part IV: Even More Digital Marketing; Chapter 12: Controlling the Message with Online Advertising. Working Out Your GoalsFinding the Right Format; Clinching the Deal; Measure by Measure; Chapter 13: Spreading the Word with Internet PR; Whom Do You Want to Influence?; Planning an Internet PR Campaign; Getting Your Release Distributed; Tracking Your Release; Chapter 14: The Emergence of Web 2.0; Grasping the Basics of Web 2.0; Understanding Blogging; Mastering Podcasting; Networking with the MySpace Generation; Part V: The Part of Tens; Chapter 15: Ten Advantages of Digital Marketing; Digital Marketing Has Low Barriers to Entry; Digital Marketing Is Informational Marketing
Thirty million online UK customers are just a click away, and Digital Marketing For Dummies shows you how to reach them. The author team of internet and marketing experts introduce you to the latest high-impact tools and techniques so you can promote your business with creativity and innovation, and stand out from your competitors
In English text.
9780470057933
Internet marketing.
Electronic commerce.
CIR HF 5415.1265 / D54 2007
658.8 / D569 2007