Manager's Guide to Online Marketing

A COMPREHENSIVE CRASH COURSE FOR MASTERING TODAY'S MOST IMPORTANT MARKETING PLATFORM Online marketing has evolved far beyond just websites and banner ads. Your business's credibility now rests on the ability not to just embrace digital platforms but to coordinate a broad spectrum of media in every campaign. Manager's Guide to Online Marketing explains how to do this and more by planning and executing effective cross-channel digital outreach using the latest, most sophisticated tools and strategies. It provides in-depth coverage of essential online marketing tools and techniques, including: Content marketing and blogging Social media marketing Web analytics Search Engine Optimization (SEO) E-mail marketing Online Public Relations Briefcase Books, written specifically for today's busy manager, feature eye-catching icons, checklists, and sidebars to guide managers step-by-step through everyday workplace situations. Look for these innovative design features to help you navigate through each page: Clear definitions of key terms and concepts Tactics and and strategies for effective online marketing Tips for executing the tactics in the book Practical advice for preventing errors Caution signs to avoid common and uncommon mistakes Examples of successful online marketing tactics Specific planning procedures, tactics, and hands-on techniques

Klappentext
A COMPREHENSIVE CRASH COURSE FOR MASTERING TODAY'S MOST IMPORTANT MARKETING PLATFORMOnline marketing has evolved far beyond just websites and banner ads. Your business's credibility now rests on the ability not to just embrace digital platforms but to coordinate a broad spectrum of media in every campaign.Manager's Guide to Online Marketing explains how to do this and more by planning and executing effective cross-channel digital outreach using the latest, most sophisticated tools and strategies. It provides in-depth coverage of essential online marketing tools and techniques, including:Content marketing and bloggingSocial media marketingWeb analyticsSearch Engine Optimization (SEO)E-mail marketingOnline Public RelationsBriefcase Books, written specifically for today's busy manager, feature eye-catching icons, checklists, and sidebars to guide managers step-by-step through everyday workplace situations. Look for these innovative design features to help you navigate through each page:Clear definitions of key terms and conceptsTactics and and strategies for effective online marketingTips for executing the tactics in the bookPractical advice for preventing errorsCaution signs to avoid common and uncommon mistakesExamples of successful online marketing tacticsSpecific planning procedures, tactics, and hands-on techniques

Zusammenfassung
Your business' credibility now rests on the ability not to just embrace digital platforms but to coordinate a broad spectrum of media in every campaign. This book explains how to do this and more by planning and executing effective cross-channel digital outreach using tools and strategies.

Inhalt

Contents
Acknowledgments ix
Introduction xi

1. Benefits of Effective Online Marketing 1
Reduced Costs and Increased Efficiency 2
Increased Awareness 5
Improved Customer Service 9
Product Innovation 11
Manager's Checklist for Chapter 1 14

2. Web 1.0: Search Engine Optimization and Marketing 15
The Pioneers 15
Amazon.com 21
Search Engine Optimization 23
Making the Most of SEO 27
Search Engine Marketing, aka Pay-per-Click 29
Landing Pages 32
Affiliate Marketing Programs 32
Manager's Checklist for Chapter 2 34

3. Social Media (Web 2.0) 35
The Pioneers 35
Social Media Marketing Strategies 38
Earned vs. Paid Media 52
Podcasts and RSS Feeds 54
Quick Response Codes 56
Manager's Checklist for Chapter 3 57

4. Personal Branding 59
Establishing Yourself as an Expert 60
Blogs and Microblogging 66
Building Fans and Followers 69
Automating Content 71
Manager's Checklist for Chapter 4 73

5. Planning 75
Researching Your Online Audience 76
Resource and Staff Planning 81
Budgeting for Online Marketing 90
Building an Online Editorial/Event Calendar 90
Tying Offline Efforts to Online Strategies 91
Manager's Checklist for Chapter 5 93

6. External Online Engagement 95
Identifying Your Influencers 95
Garbage In, Garbage Out 98
Socializing Your Existing Website 101
Online Tools (Free and Paid) 102
Measuring Return on Investment 105
Epic Failure: What Not to Do 105
Manager's Checklist for Chapter 6 107

7. Internal Online Engagement 109
Setting Up a Company Intranet 111
Developing an Online Media Room 114
Measuring Internal Engagement 115
Sync Your Intranet Objectives with Your Corporate Strategy 116
Make Intranets Relevant 116
Manager's Checklist for Chapter 7 118

8. Social Commerce 119
Making a Sale Using Social Commerce 119
Attracting Two Types of Leads with Social Media 122
Tying Your Impact to Sales 124
Deploying Your Evangelists 126
Leveraging Your Existing Digital Investments 128
Manager's Checklist for Chapter 8 130

9. Effective Tactics Based on Business Type 131
Business-to-Consumer Marketing 131
Business to Business 142
Cultivating Brand Advocates 148
Manager's Checklist for Chapter 9 149

10. Establishing Brand Control 151
Who Should Create Your Social Media Policy? 152
Legal Issues and Site Policies 153
Regulating External Communication 164
Monitoring Your Brand 166
Manager's Checklist for Chapter 10 169

11. The Future of Web Marketing 171
Gamification 172
Virtual Worlds and Social Game Advertising 178
Dynamic Content Generation and Targeting 180
Location-Based Marketing 181
Manager's Checklist for Chapter 11 183

12. Staying Ahead of the Curve 185
Maneuverability: Don't Build on Rented Land 185
Resources for Staying up to Speed 188
Manager's Checklist for Chapter 12 190

Index

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