Chapter 3
Web Marketing at Work
IN THIS CHAPTER
Implementing a total marketing strategy
Creating a long-term conversation with customers by using social media
Offering newsletters to lure in potential customers
Advertising through a pay-per-click strategy
Regardless of how big your online business is or will become, the power of the Web is a far-reaching and low-cost way to effectively turn people on to what you provide. One reason for the effectiveness of web marketing is the power of one-to-one marketing. Rather than create TV ads that speak to tens of millions of people during a popular sitcom, for example, web marketing speaks directly to your interested customers and builds a one-to-one connection between a potential customer and your business. These first-time buyers can become repeat customers who spread the word about your company to new customers; your business continues to grow with each wave. Online sites such as Craigslist, NextDoor, and Discord grew in popularity because people came together not just to buy and sell stuff but also to find jobs, apartments, romance, ...
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