The ultimate web marketing guide
By: Michael Miller
Publisher: Que; Pearson Education [distributor]
Published: 2011
Place of publication: Indianapolis, Ind; London
Language: eng
Number of pages: 618
ISBN-13: 9780789741004
Subjects: Internet marketing
Description: This book brings together all the reliable, detailed information you need to make the most of web, online, mobile, & social marketing. 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 and get insights that save you money and drive value faster. -- from Back Cover.
Notes: Includes index.
Table of contents: title: I. Web marketing 101 : Revisiting marketing fundamentals ; Understanding the components of web marketing; title: II. Planning your online activities ; Integrating online and traditional marketing ; Online research and analysis ; Creating a web marketing plan; title: III. Website presence ; Designing an effective website ; Creating a n ecommerce website ; Tracking website analytics; title: IV. Search engine marketing : Understanding search engine marketing ; Essential search engine optimization ; Advanced SEO techniques ; Tracking search performance; title: V. Online advertising : Understanding online advertising ; Pay-per-click advertising ; Display advertising ; Tracking ad performance; title: VI. Email marketing : Understanding email marketing ; Building email mailing lists ; Developing an email marketing campaign ; Tracking email marketing performance; title: VII. Blog marketing : Understanding blog marketing ; Creating a company or product blog ; Marketing to the blogosphere ; Tracking blog marketing performance; title: VIII. Social media marketing : Understanding social media ; Participating in social networking ; Marketing on Facebook, MySpace, and twitter ; Tracking social media marketing performance; title: IX. Online PR : Understanding online PR ; Developing new sources and techniques ; Creating an online press room ; Tracking online PR performance; title: X. Multimedia marketing : Understanding multimedia marketing ; Podcast marketing ; Video marketing ; Tracking mutimedia marketing performance; title: XI: Mobile marketing : Understanding mobile marketing ; Designing a mobile-friendly website ; Advertising on mobile devices ; Marketing via mobile apps ; Tracking mobile marketing performance; title: XII Online marketing management : Managing your web marketing activities ; Looking to the future.