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The Ultimate Web Marketing Guide

The Ultimate Web Marketing Guide

by Michael Miller
Publisher: Que
Release Date: October 2010
ISBN: 9780132116893
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Book Description

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!

Technical accuracy guaranteed by Econsultancy’s Rebecca Lieb

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Dedication
  4. Contents at a Glance
  5. Table of Contents
  6. About the Author
  7. Acknowledgments
  8. We Want to Hear from You!
  9. Reader Services
  10. Introduction
  11. Part I. Web Marketing 101
    1. Chapter 1. Revisiting Marketing Fundamentals
    2. Chapter 2. Understanding the Components of Web Marketing
  12. Part II. Planning Your Online Activities
    1. Chapter 3. Balancing and Budgeting Online Activities
    2. Chapter 4. Integrating Online and Traditional Marketing
    3. Chapter 5. Online Research and Analysis
    4. Chapter 6. Creating a Web Marketing Plan
  13. Part III. Website Presence
    1. Chapter 7. Designing an Effective Website
    2. Chapter 8. Creating an Ecommerce Website
    3. Chapter 9. Tracking Website Analytics
  14. Part IV. Search Engine Marketing
    1. Chapter 10. Understanding Search Engine Marketing
    2. Chapter 11. Essential Search Engine Optimization
    3. Chapter 12. Advanced SEO Techniques
    4. Chapter 13. Tracking Search Performance
  15. Part V. Online Advertising
    1. Chapter 14. Understanding Online Advertising
    2. Chapter 15. Pay-per-Click Advertising
    3. Chapter 16. Display Advertising
    4. Chapter 17. Tracking Ad Performance
  16. Part VI. Email Marketing
    1. Chapter 18. Understanding Email Marketing
    2. Chapter 19. Building Email Mailing Lists
    3. Chapter 20. Developing an Email Marketing Campaign
    4. Chapter 21. Tracking Email Marketing Performance
  17. Part VII. Blog Marketing
    1. Chapter 22. Understanding Blog Marketing
    2. Chapter 23. Creating a Company or Product Blog
    3. Chapter 24. Marketing to the Blogosphere
    4. Chapter 25. Tracking Blog Marketing Performance
  18. Part VIII. Social Media Marketing
    1. Chapter 26. Understanding Social Media
    2. Chapter 27. Participating in Social Networking
    3. Chapter 28. Marketing on Facebook, MySpace, and Twitter
    4. Chapter 29. Tracking Social Media Marketing Performance
  19. Part IX. Online PR
    1. Chapter 30. Understanding Online PR
    2. Chapter 31. Developing New Sources and Techniques
    3. Chapter 32. Creating an Online Press Room
    4. Chapter 33. Tracking Online PR Performance
  20. Part X. Multimedia Marketing
    1. Chapter 34. Understanding Multimedia Marketing
    2. Chapter 35. Podcast Marketing
    3. Chapter 36. Video Marketing
    4. Chapter 37. Tracking Multimedia Marketing Performance
  21. Part XI. Mobile Marketing
    1. Chapter 38. Understanding Mobile Marketing
    2. Chapter 39. Designing a Mobile-Friendly Website
    3. Chapter 40. Advertising on Mobile Devices
    4. Chapter 41. Marketing via Mobile Apps
    5. Chapter 42. Tracking Mobile Marketing Performance
  22. Part XII. Online Marketing Management
    1. Chapter 43. Managing Your Web Marketing Activities
    2. Chapter 44. Looking to the Future
  23. Appendix A. Glossary
  24. Index
  25. Footnotes
    1. Chapter 1
    2. Chapter 18
    3. Chapter 21
    4. Chapter 38
    5. Chapter 39
    6. Chapter 40
    7. Chapter 41