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Online Marketing Essentials

If you would like to use this book offline, you may download a copy of the full book as a PDF (26 MB, suitable for printing or most e-readers), or a .zip file containing these HTML files (for use in a web browser offline). Individual chapter PDFs are available below.

Table of Contents

• About the Author (download PDF: 34 KB)

• Acknowledgments (download PDF: 40 KB)

• Preface (download PDF: 44 KB)

• Chapter 1: Introduction to eMarketing (download PDF: 84 KB)

  • Introduction
  • A Brief Timeline in Internet Development
  • It’s All about Being Connected!
  • How Do People Access the Internet?
  • References

• Chapter 2: E-mail Marketing (download PDF: 444 KB)

  • Introduction
  • History
  • How It Works
  • Nine Steps to Executing an E-mail Campaign
  • References

• Chapter 3: Online Advertising (download PDF: 2 MB)

  • Introduction
  • How It Works
  • How to Show Your Message
  • How to Pay
  • Ad Servers and Advertising Networks
  • Putting It All Together
  • The Advantages of Online Advertising
  • Disadvantages of Online Advertising
  • Case Study: BMW South Africa
  • References

• Chapter 4: Affiliate Marketing (download PDF: 853 KB)

  • Introduction
  • How It Works
  • Tracking: The Lifeline of Affiliate Marketing
  • When Things Go Wrong
  • How Do Affiliates Promote Merchants?
  • Affiliate Networks
  • Tools of the Trade
  • Setting Up a Campaign
  • Pros and Cons
  • Case Study: Prezzybox.com
  • References

• Chapter 5: Search Engine Marketing (download PDF: 1 MB)

  • Introduction
  • Search Engine Optimization
  • References

• Chapter 6: Search Engine Optimization (download PDF: 2 MB)

  • Introduction
  • How It Works
  • Well-Researched Key Phrases
  • Optimizing Content for Key Phrases
  • Link Popularity
  • Emerging Trends
  • Case Study: Yachting Partners International
  • References

• Chapter 7: Pay per Click Advertising (download PDF: 2 MB)

  • Introduction
  • How It Works
  • Keywords and Match Types
  • Planning and Setting Up a Campaign
  • Online Comparison Engines
  • Pros and Cons
  • Case Study: Southern Sun
  • References

• Chapter 8: Social Media (download PDF: 2 MB)

  • Introduction
  • How It Works
  • Content Sharing: Create and Share
  • Crowdsourcing: Unleashing the Power of the Online Community
  • Creating Content and Opinion: Blogging and Podcasting
  • Social Media and Marketing: Rules of Engagement
  • Case Study: FNB and Idea Bounty
  • References

• Chapter 9: Crowdsourcing (download PDF: 100 KB)

  • Introduction
  • How It Works
  • The Bigger Picture
  • Case Study: Peperami
  • Reference

• Chapter 10: Viral Marketing (download PDF: 1 MB)

  • Introduction
  • How It Works
  • Preparing to Go Viral
  • Now What?
  • Case Study: Firebox.com and Speedy Santa
  • References

• Chapter 11: Online Reputation Management (download PDF: 1 MB)

  • Introduction
  • The First Step: Monitor the Conversation
  • The Second Step: Measure What’s Being Said by Whom
  • The Third Step: Manage—Engaging In and Leading the Conversation
  • The Fourth Step: Maximize—Evolve Your Strategy
  • Ten Rules to Recover from an Online Brand Attack
  • Case Study: Four South African Banks
  • References

• Chapter 12: Web Public Relations (download PDF: 1 MB)

  • Introduction
  • How It Works
  • WebPR Tactics
  • Press Releases: Optimized for Search and for Social Media
  • Online Press Room
  • Case Study: Pilkington Self-Cleaning Glass
  • Reference

• Chapter 13: Web Site Development and Design (download PDF: 3 MB)

  • Introduction
  • Usability
  • Search Engine Visibility
  • Design
  • Landing Pages
  • Case Study: Wicked Uncle
  • References

• Chapter 14: Online Copywriting (download PDF: 434 KB)

  • Introduction
  • How It Works
  • Short Copy
  • Long Copy
  • Reference

• Chapter 15: Web Analytics and Conversion Optimization(download PDF: 2 MB)

  • Introduction
  • How It Works
  • Tracking and Collecting Data
  • Analyzing Data
  • Case Study: Firefox 3
  • References

• Chapter 16: Mobile Marketing (download PDF: 2 MB)

  • Introduction
  • Why the Mobile Phone?
  • Mobile Phones: More than Phone Calls
  • Short Message Service (SMS)
  • Multimedia Message Service
  • Mobile Web
  • Case Study: Peugeot 107’s Break Free Campaign
  • References

• Chapter 17: Customer Relationship Management (download PDF: 2 MB)

  • Introduction
  • Why Electronic Customer Relationship Management?
  • Putting a Value on Customer Relationship Management
  • Using Customer Relationship Management to Inform Your eMarketing Tactics
  • Technology and Customer Relationship Management
  • Case Study: Virtual Works and PG Glass
  • References

• Chapter 18: Market Research (download PDF: 2 MB)

  • Introduction
  • Quantitative and Qualitative Research
  • Primary and Secondary Research
  • Online Surveys: Gathering Data
  • Case Study: BrandsEye
  • References

• Chapter 19: eMarketing Strategy (download PDF: 2 MB)

  • Introduction
  • The Internet and the Marketing Mix
  • Developing a Marketing Plan
  • eMarketing and Marketing
  • Case Study: Barack Obama’s Strategic Use of the Internet
  • References