Marketing on the Internet / Jan Zimmerman.

Format:

Book

Author/Creator:

Zimmerman, Jan.

Language:

English

Subjects (All):

Internet advertising.

Internet marketing.

Internet.

Physical Description:

xxvi, 450 pages : illustrations ; 23 cm

Edition:

Fourth edition.

Place of Publication:

Gulf Breeze, FL : Maximum Press, [2000]

Summary:

In previous editions, Marketing on the Internet emerged as the definitive book on the subject. Now, the Fourth Edition has again been updated to reflect the rapid changes in the online marketing arena. Building online customer relationships, effective Web site design, Web promotion techniques, and secure payment methods are just a few of the new topics covered.

Hundreds of screen shots will stimulate your creative thinking, while dozens of worksheets help you sharpen your business focus when it comes to planning and promoting your site. Written in easy-to-read language, this marketing resource provides a proven 7-step plan for Internet success.

Included with the book is a password necessary to access the companion Web site, which provides Internet marketing news, updates, expanded information, and other helpful online marketing resources. This combination book/Web site is essential for anyone looking to increase sales, reduce costs or start a whole new business on the Internet.

Contents:

Your "Members Only" Web Site xxi

Chapter 1 The Internet: A Technology Means to a Marketing End 1

What Is the Internet? 2

History of the Internet 3

Spectacular Growth 5

Before Going Further: Get Access 7

How Do People Travel to Cyberspace? 8

What Happens in Cyberspace? 11

Electronic Mail 12

Mailing Lists 13

News Groups 14

The World Wide Web 15

By the Numbers: Business on the Internet 15

Who's Selling What? 16

How People Find Sites 18

Advertising on the Web 20

Mass vs. Target Marketing 23

Push vs. Pull Technologies 25

A Glimpse of the Future 27

Pipe Dreams 28

ISDN 28

Leased Lines 29

ADSL 29

Cable Modems 30

Telephones, Teleconferencing, and Multimedia, Oh My! 31

Alternate High-Speed Networks 32

Ease of Use: The "Internet Appliance" 33

The Bottom Line 35

Chapter 2 The ABCs of Internet Marketing 36

Your Business Plan: Internet and Otherwise 37

Elements of a Business Plan 40

The Importance of Good Business Practices 41

You Can Do Much More Than Sell Online 43

Is the Internet Right for Your Business? 44

Essential questions 46

Know Thy Business Universe 47

Know Thy Target Audience 48

Matching Methods to Research 53

Online Marketing Is Direct Marketing 55

Attention 56

Information Creates Interest 56

Interactivity Builds Desire 56

Action 57

The Seven Steps to Internet Success 58

Step 1. Get Online and Observe 58

Step 2. Evaluate Your Current Situation 59

Step 3. Define Online Objectives, Products, and Markets 65

Step 4. Create and Distribute Info-Tools 65

Step 5. Create or Upgrade Your Web Site 66

Step 6. Measure Your Results 68

Step 7. Market Your Internet Presence 69

A More Level Marketing Field? 70

Internet Marketing Affects All Business Operations 71

Keep Your Promises 72

Customer Service Is the Name of the Game 72

Chapter 3 Creating and Distributing Info-Tools 74

Creating Info-Tools 75

Signature Files 76

Blurbs 77

Reports 77

Newsletters 79

Press Releases 79

FAQs 80

E-mail Marketing 82

Mailbots 84

Listservers 86

Subscribing to Mailing Lists 87

Creating Your Own Mailing Lists 88

Posting to a List of Lists 90

Reaping What You've Sown 91

News Groups 94

Netiquette 97

Other Non-Web Marketing 98

Forums 99

Posting to Forum Libraries 101

Forum Messages 101

Conferences 102

Classifieds 103

USEnet and Web Classifieds 105

Display Advertising on Online Services 106

Chapter 4 Creating Your Web Site 109

There's More to a Site Than Meets the Eye 110

Concept 110

Content 112

Navigation 114

Decoration: Backgrounds, Buttons, and Bars 117

Preplanning Pays Off 120

Preliminary Budget 122

Timeline 126

Set Up a Team 127

Assess Infrastructure 129

Hardware and Software In-House 129

Internal Telecommunication Needs 130

Establish User Hardware/Software Requirements 131

Selecting Service Providers: ISP, Web Host, and Designer 132

Selecting an Internet Service Provider (ISP) 133

Selecting a Web Hosting Service Provider (WHISP) 136

The Mall Alternative 140

Selecting a Web Designer 143

The Design Process 149

Register a Domain Name 150

Design Overview 152

Initial Design Conference and Review Schedule 152

Design Comps 153

Storyboards and Prototypes 154

Element Production 156

Programming and Integration 157

Testing and Corrections 157

Helpful Hints for a Successful Site 159

Splash Screens 160

Home Page 161

Multimedia Beware 163

Avoid Causes for Complaint 164

Forget-Me-Nots 167

Freebies and Features 171

Features and Site Amenities 171

Free Web and Internet Services 174

Decorative Doo-Dahs 174

Chapter 5 Maintenance and Monitoring Results 177

Maintenance Basics 178

Maintenance Schedule 178

Check Syntax 179

Verify Links 180

MOMspider (Multi-Owner Maintenance Spider) 181

Make Corrections and Fixes 182

Update Content 182

Moving Your Site or Pages 183

Monitor Results 184

Hit Rate: Fact and Myth 184

On-Site Page Counters 187

Analyzing Statistical Reports 187

Available Statistical Tools 192

Counting What Really Counts 195

Tracking Advertisements 195

Using Results Effectively 196

Chapter 6 Marketing Your Internet Presence 199

A Web Promotion Plan 200

Promotional Research 200

Writing the Plan 201

Evaluating Results 202

Launching a Web Site 204

Help Available 206

Search Engines and Directories 209

Submission 212

Improving Search Engine Ranking 217

A Few Words about Keywords 221

Optimizing Your Pages 224

Promoting Your Site on Your Site 227

Registration on Site 227

Internal Calls to Action 230

What's New With You? 232

Pat Yourself on the Back 235

Promotional Giveaways, Contests, and Games 237

Chat Lines, Forums/Boards, and Events 238

More Ideas 240

Promoting Your Site on the Web 242

What's New Listings 243

Hot Sites and Cool Links 245

Links with Other Sites 246

Web Rings 250

Online Sponsorships 252

Advertising on Other Sites 253

Trends in Web Advertising 255

Online Advertising Rates 258

Banner Ad Exchanges 263

Banner Ad Effectiveness 263

Selling Advertising on Your Site 266

Promoting Your Site Elsewhere on the Internet 269

News Groups 269

Mailing Lists 271

Promoting Your Site Off-Line 271

Coordinate Your Campaign 272

Literature, Stationery, Packaging, and Promotional Items 272

Word-of-Mouth, Word-of-Net 272

Chapter 7 Multimedia on Your Web Site 276

The Technology: Promise and Peril 277

Limitations 278

Hardware Requirements for Client and Server 278

Staying Up-to-Date 279

Making the Multimedia Decision 279

Know Your Business 280

Know Your Objectives 281

Know Your Audience 282

Multimedia Development Tools and Techniques 284

Real-Time Animation: GIF, Shockwave, and Java Applets 284

Downloaded Audio 286

Streaming Audio 287

Downloaded Video 288

Streaming Video 289

3D/Virtual Reality 291

Multimedia: Not a Do-It-Yourself Project 294

Selecting a Contractor 295

Evaluating a Contractor's Work 296

Multimedia Development Process 297

The Treatment 297

The Flowchart 297

The Storyboard 298

The Script 298

The Production and Testing Process 299

Surfing for Ideas 299

Chapter 8 Dollars and Legal Sense 308

The Privacy Zone 309

Security: Raising the Barricades 309

Lines of Defense 310

Secure Socket Layers (SSLs) 311

Digital Signatures 312

Managing Transactions 312

Catalog Software 315

Auction Software 316

Shopping Carts and Checkstands 317

Integrated E-Commerce Solutions 319

Accepting Payment 323

Phone, Fax, and Snail Mail 323

Credit Cards 324

Setting Up a Merchant Account 325

SET: Secure Electronic Transactions 327

Payment Alternatives 331

EFT on the Internet 332

EDI on the Internet 334

Selecting a Payment Option 338

Legalese 338

Trademarks 339

Copyright 340

Hyperlinks 344

Nasty Beasties: Liability, Disclaimers, Fraud, and Other No-No's 344

Content and the First Amendment 346

Chapter 9 Model Web Sites for Internet Marketing 348

Getting Customers in the Door 349

Location, Location, Location: Mall of New Mexico at http://www.mallofnewmexico.com 349

Online Activities: Where's Waldo at http://www.findwaldo.com/city/city.asp 350

Too Cool: New York Cabbie at http://www.nycabbie.com/ 353

Hold Onto Them Once You Have Them 355

The Medium Is the Message: Rachel Barton at http://www.rachelbarton.com 355

Creative Linkages: Thingamabobs at http://www.thingamabobs.com 356

Information Is Value: GoFish at http://www.gofish.com/login.asp?page=default.asp 359

Tickle the Funny Bone: Joe Boxer at http://www.joeboxer.com/joeboxer2/index.html 359

Marketing Magic 362

A Product Demo is Worth a Thousand Words: My Two Homes at

http://www.mytwohomes.com/cal4page.htm 363

Easy Does It: The Bead Gallery at http://www.beadgallery.com 364

Free Is a Four-Letter Word: Jelly Belly (Herman Goelitz Candy) at http://www.jellybelly.com 365

A Companion Site: !Burritos! at http://www.littleburro.com 368

Putting Customers First 370

Find Once, Order Twice: Toys 'R' Us at http://wwwtoysrus.com/default.htm 370

A Helping Hand For Customers: Mind Your Own Business at http://www.myob.com/us/home1.htm 372

Fly the Friendly Web: Trimline Medical Products at http://www.trimlinemed.com 374

Consumers Know Best: Forever Cigars at http://www.forevercigars.com/surveycigar_intro.html 376

Service in Cyberspace 378

Merging the Real and Virtual Worlds: The Shoe Guy at http://www.shoeguy.com 378

Moving On 379

Trends to Watch 382

Legislation and Regulation 382

Taxation 384

The Corporate Carousel 385

International Online 390

The Global Marketplace 390

Global How-To 392

International Resources 398

Back to Basics 400

The Customer Is the Measure of All Things 400

Sell More Than Air 402

Plan Before You Program 403

Apply Existing Marketing Know-How to Online Efforts 403

Integrate Online Marketing with Other Business Activities 405

Have Fun 405.

Notes:

Includes index.

ISBN:

1885068360

OCLC:

41641189