Manager's guide to online marketing / Jason D. Weaver.

Format:

Book

Author/Creator:

Weaver, Jason, author.

Series:

Briefcase book.

A briefcase book

Language:

English

Subjects (All):

Internet marketing.

Physical Description:

1 online resource (1 v.) : ill.

Edition:

1st edition

Other Title:

Online marketing

Place of Publication:

New York : McGraw-Hill Education, [2013]

Language Note:

English

System Details:

text file

Summary:

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

Contents:

Intro

Contents

Acknowledgments

Introduction

1. Benefits of Effective Online Marketing

Reduced Costs and Increased Efficiency

Increased Awareness

Improved Customer Service

Product Innovation

Manager's Checklist for Chapter 1

2. Web 1.0: Search Engine Optimization and Marketing

The Pioneers

Amazon.com

Search Engine Optimization

Making the Most of SEO

Search Engine Marketing, aka Pay-per-Click

Landing Pages

Affiliate Marketing Programs

Manager's Checklist for Chapter 2

3. Social Media (Web 2.0)

Social Media Marketing Strategies

Earned vs. Paid Media

Podcasts and RSS Feeds

Quick Response Codes

Manager's Checklist for Chapter 3

4. Personal Branding

Establishing Yourself as an Expert

Blogs and Microblogging

Building Fans and Followers

Automating Content

Manager's Checklist for Chapter 4

5. Planning

Researching Your Online Audience

Resource and Staff Planning

Budgeting for Online Marketing

Building an Online Editorial/Event Calendar

Tying Offline Efforts to Online Strategies

Manager's Checklist for Chapter 5

6. External Online Engagement

Identifying Your Influencers

Garbage In, Garbage Out

Socializing Your Existing Website

Online Tools (Free and Paid)

Measuring Return on Investment

Epic Failure: What Not to Do

Manager's Checklist for Chapter 6

7. Internal Online Engagement

Setting Up a Company Intranet

Developing an Online Media Room

Measuring Internal Engagement

Sync Your Intranet Objectives with Your Corporate Strategy

Make Intranets Relevant

Manager's Checklist for Chapter 7

8. Social Commerce

Making a Sale Using Social Commerce

Attracting Two Types of Leads with Social Media

Tying Your Impact to Sales

Deploying Your Evangelists.

Leveraging Your Existing Digital Investments

Manager's Checklist for Chapter 8

9. Effective Tactics Based on Business Type

Business-to-Consumer Marketing

Business to Business

Cultivating Brand Advocates

Manager's Checklist for Chapter 9

10. Establishing Brand Control

Who Should Create Your Social Media Policy?

Legal Issues and Site Policies

Regulating External Communication

Monitoring Your Brand

Manager's Checklist for Chapter 10

11. The Future of Web Marketing

Gamification

Virtual Worlds and Social Game Advertising

Dynamic Content Generation and Targeting

Location-Based Marketing

Manager's Checklist for Chapter 11

12. Staying Ahead of the Curve

Maneuverability: Don't Build on Rented Land

Resources for Staying up to Speed

Manager's Checklist for Chapter 12

Index.

Notes:

Includes index.

Description based on print version record.

ISBN:

9780071801881

007180188X

OCLC:

841170788