eMarketing - The Essential Guide to Online Marketing.docx
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Contents
Reviews
Language
English
ISBN
1500000000
eMarketing - The Essential Guide to Online Marketing.docx
Chapter 1
Introduction to eMarketing
1.1 Introduction
1.2 A Brief Timeline in Internet Development
LEARNING OBJECTIVE
1.3 It’s All about Being Connected!
LEARNING OBJECTIVE
KEY TAKEAWAYS
1.4 How Do People Access the Internet?
LEARNING OBJECTIVE
KEY TAKEAWAYS
EXERCISE
1.5 References
Chapter 2
E-mail Marketing
2.1 Introduction
2.2 History
LEARNING OBJECTIVE
KEY TAKEAWAYS
2.3 How It Works
LEARNING OBJECTIVE
KEY TAKEAWAYS
EXERCISES
2.4 Nine Steps to Executing an E-mail Campaign
LEARNING OBJECTIVES
Precampaign
Step 1: Strategic Planning
Step 2: Definition of List
Step 3: Creative Execution
Parts of an E-mail
Create Content
Test for Display and Deliverability
Step 4: Integration of Campaign with Other Channels
Execution
Step 5: Personalization of the Message
Step 6: Deployment
Step 7: Interaction Handling
Postcampaign
Step 8: Report Generation
Step 9: Analysis of Results
KEY TAKEAWAYS
EXERCISES
2.5 References
Chapter 3
Online Advertising
3.1 Introduction
History
3.2 How It Works
LEARNING OBJECTIVE
Building Brand Awareness
Creating Consumer Demand
Satisfying Consumer Demand
Driving Response and Sales
The Key Differentiator
KEY TAKEAWAYS
EXERCISES
3.3 How to Show Your Message
LEARNING OBJECTIVE
Types of Display Advertising
Interstitial Banners
Pop-Ups and Pop-Unders
Map Advertisement
Floating Advertisement
Wallpaper Advertisement
Banner Advertisement
KEY TAKEAWAYS
EXERCISE
3.4 How to Pay
LEARNING OBJECTIVE
Payment Models for Display Advertising
Cost per Impression or Cost per Thousand Impressions
Cost per Click
Cost per Acquisition
Flat Rate
Cost per Engagement
KEY TAKEAWAYS
EXERCISE
3.5 Ad Servers and Advertising Networks
LEARNING OBJECTIVES
The Benefits of Ad Servers
Tracking
Targeting and Optimizing
Advertising Exchanges
KEY TAKEAWAYS
EXERCISES
3.6 Putting It All Together
LEARNING OBJECTIVE
KEY TAKEAWAYS
EXERCISES
3.7 The Advantages of Online Advertising
LEARNING OBJECTIVE
Banner Ads and Their Similarity to Traditional Media
Images: Display Can Offer a Rich, Brand-Building Experience
Interactivity
Measurability and Data Gathering
KEY TAKEAWAYS
EXERCISES
3.8 Disadvantages of Online Advertising
LEARNING OBJECTIVE
Technical Obstacles
Connection Speed
Advertising Fatigue
KEY TAKEAWAY
EXERCISE
3.9 Case Study: BMW South Africa
CASE STUDY QUESTIONS
3.10 References
Chapter 4
Affiliate Marketing
4.1 Introduction
History
4.2 How It Works
LEARNING OBJECTIVE
Action and Reward
CPA
CPL
Revenue Share
CPC
KEY TAKEAWAYS
EXERCISES
4.3 Tracking: The Lifeline of Affiliate Marketing
LEARNING OBJECTIVE
Tip
Discussion
How Long Does a Cookie Last?
Discussion
KEY TAKEAWAYS
EXERCISES
4.4 When Things Go Wrong
LEARNING OBJECTIVES
Multiple Referrals, One Sale: Who Gets the Bounty?
Cookies Getting a Bad Reputation
Clashing Cookies
Placing an Order by Another Method
KEY TAKEAWAYS
EXERCISES
4.5 How Do Affiliates Promote Merchants?
LEARNING OBJECTIVE
Note
KEY TAKEAWAYS
EXERCISES
4.6 Affiliate Networks
LEARNING OBJECTIVE
KEY TAKEAWAYS
EXERCISE
4.7 Tools of the Trade
LEARNING OBJECTIVE
What Tools Does an Affiliate Need?
KEY TAKEAWAYS
EXERCISES
4.8 Setting Up a Campaign
LEARNING OBJECTIVE
KEY TAKEAWAYS
EXERCISES
4.9 Pros and Cons
LEARNING OBJECTIVE
What Is Holding People Back?
KEY TAKEAWAYS
4.10 Case Study: Prezzybox.com
CASE STUDY QUESTIONS
4.11 References
Chapter 5
Search Engine Marketing
5.1 Introduction
5.2 Search Engine Optimization
LEARNING OBJECTIVES
Organic Search Results
Paid Search Results
The Importance of Search to a Marketer
Search Is Goal Oriented: People Use Search to Find the Things They Want and Need
The Search Industry Is Big
To Be Found, You Must Be Visible
Top of Search Equates to Top-of-Mind Awareness
People Trust Organic Search
Catch Potential Customers at Every Phase of the Buying Cycle
Many People Have a Search Engine as Their Browser Home Page
A Three-Way Relationship: Search Engines, Webmasters, and Users
Users Want to Find What They Are Looking For on the Internet
Search Engines Want to Make Money from Selling Advertising
Web Site Owners, Webmasters, and Online Marketers Want Search Engines to Send Traffic to Their Site
What Does a Search Engine Do?
Search Engine Marketing
Keywords: Making Sense of It All
KEY TAKEAWAYS
EXERCISE
5.3 References
Chapter 6
Search Engine Optimization
6.1 Introduction
History
6.2 How It Works
LEARNING OBJECTIVE
Search Engine–Friendly Web Site Structure
KEY TAKEAWAYS
6.3 Well-Researched Key Phrases
LEARNING OBJECTIVES
Note
Keyword Research
Brainstorm
Note
Survey Customers and Look at Your Web Site Referral Logs
Use Keyword Research Tools
KEY TAKEAWAYS
EXERCISES
6.4 Optimizing Content for Key Phrases
LEARNING OBJECTIVE
Optimizing Images
KEY TAKEAWAYS
EXERCISE
6.5 Link Popularity
LEARNING OBJECTIVES
What Does a Link Look Like?
Discussion
Not All Links Are Created Equal
Discussion
How Does a Web Site Get More Links?
Writing Excellent, Valuable Content That Others Want to Read
Create Tools and Documents That Others Want to Use
Games
Software and Widgets
Web Public Relations (WebPR)
Competitor Analysis
KEY TAKEAWAYS
EXERCISES
6.6 Emerging Trends
LEARNING OBJECTIVE
Localization and Personalization
Usage Data
How Do Search Engines Access These Data?
What Not to Do
Note
Real-Time Search
Tools of the Trade
Google Webmaster Tools
Quirk SearchStatus
Tools from SEOBook.com
Tools from SEOMoz
Keyword Discovery Tools
Online Forums
Google’s Free Search Engine Optimization Guide
Google Insights for Search
Pros and Cons
KEY TAKEAWAYS
EXERCISES
6.7 Case Study: Yachting Partners International
CASE STUDY QUESTIONS
6.8 References
Chapter 7
Pay per Click Advertising
7.1 Introduction
History
7.2 How It Works
LEARNING OBJECTIVES
Search and Content Networks
Discussion
What Makes Up a PPC Advertisement?
Discussion
KEY TAKEAWAYS
EXERCISES
7.3 Keywords and Match Types
LEARNING OBJECTIVES
Languages and Locations
Bidding and Ranking
Note
Conversion Rates and Click-Through Rates
Budgets
Note
Which Platform Should I Choose?
The Long Tail
KEY TAKEAWAYS
EXERCISES
7.4 Planning and Setting Up a Campaign
LEARNING OBJECTIVES
Step 1: Do Your Homework
Step 2: Define Your Goals
Step 3: Determine Your Budget, Cost per Action, and Targets
Step 4: Research Keywords
Step 5: Write the Advertisements
Step 6: Place Your Bids
Step 7: Measure, Analyze, Test, Optimize!
Landing Pages
Note
KEY TAKEAWAYS
EXERCISE
7.5 Online Comparison Engines
LEARNING OBJECTIVE
Tools of the Trade
KEY TAKEAWAYS
EXERCISE
7.6 Pros and Cons
LEARNING OBJECTIVE
Click Fraud
Bidding Wars and Climbing Costs per Click
Time Required to Keep an Eye on Things
KEY TAKEAWAYS
EXERCISE
7.7 Case Study: Southern Sun
CASE STUDY QUESTIONS
7.8 References
Chapter 8
Social Media
8.1 Introduction
History
8.2 How It Works
LEARNING OBJECTIVE
Bookmarking and Aggregating: Sharing Things You Like
Note
Note
Bookmarking and Aggregating as Marketing Tools
KEY TAKEAWAYS
EXERCISES
8.3 Content Sharing: Create and Share
LEARNING OBJECTIVE
Video Sharing
Knowledge Sharing: The Wiki
Note
Note
Wikipedia: The Most Famous Wiki of All
Note
Content Creation and Sharing as Marketing Tools
KEY TAKEAWAYS
EXERCISES
8.4 Crowdsourcing: Unleashing the Power of the Online Community
LEARNING OBJECTIVES
Connecting: Social Networking
Social Networking as a Marketing Tool
KEY TAKEAWAYS
EXERCISES
8.5 Creating Content and Opinion: Blogging and Podcasting
LEARNING OBJECTIVE
Blogging
Note
Blogging and SEO
Corporate Blogging
Promoting Blogs
Microblogging
Blogs as a Marketing Tool: Listen and Engage
Podcasting
Creating a Podcast
Note
Note
Podcasts as Marketing Tools
KEY TAKEAWAYS
EXERCISES
8.6 Social Media and Marketing: Rules of Engagement
LEARNING OBJECTIVE
Marketing to Content Creators
Marketing to Content Consumers
Marketing to Content Sharers
Advertising on Social Media Platforms
The Benefits of Social Media to Marketers
Social Media and the Changing Media Landscape
Tools of the Trade
Pros and Cons
The Bigger Picture: How It All Fits Together
KEY TAKEAWAYS
EXERCISES
8.7 Case Study: FNB and Idea Bounty
CASE STUDY QUESTIONS
8.8 References
Chapter 9
Crowdsourcing
9.1 Introduction
History
9.2 How It Works
LEARNING OBJECTIVES
The Importance of the Community
Motivations to Participate
KEY TAKEAWAYS
EXERCISES
9.3 The Bigger Picture
LEARNING OBJECTIVES
The Rise of the Amateur
An Ideas or Knowledge Economy
Open Call—A Great Idea Can Come from Anywhere
The Difference between Crowdsourcing and the Wisdom of the Crowd
How Is Crowdsourcing Changing the Communications Industry?
The New Agency Model
Pros and Cons
KEY TAKEAWAYS
EXERCISES
9.4 Case Study: Peperami
CASE STUDY QUESTIONS
9.5 Reference
Chapter 10
Viral Marketing
10.1 Introduction
History
10.2 How It Works
LEARNING OBJECTIVE
MSN Hotmail: From Zero to Thirty Million
Organic Viral Marketing
Amplified Viral Marketing
Stormhoek and Threshers: A Voucher Frenzy
KEY TAKEAWAYS
EXERCISES
10.3 Preparing to Go Viral
LEARNING OBJECTIVE
Step 1: Define the Aims of the Campaign and How You Will Measure Success
Step 2: Plan a Message or Content That Users Want to Share
Note
Step 3: Make Your Content Easy to Share
Step 4: Make It as Simple as Possible for Users to Get Involved
Step 5: Be Authentic and Transparent
Step 6: Provide an Incentive for Sharing and Interacting
Note
Step 7: Make the Message Available
Step 8: Use a Strong Call to Action
Step 9: Track, Analyze, and Optimize
Step 10: Get Lucky
KEY TAKEAWAYS
EXERCISES
10.4 Now What?
LEARNING OBJECTIVE
Be Prepared for the Traffic
Start Relationships
Prepare a Marketing Success Report
Getting It Wrong: Astroturfing
KEY TAKEAWAYS
EXERCISES
10.5 Case Study: Firebox.com and Speedy Santa
CASE STUDY QUESTIONS
10.6 References
Chapter 11
Online Reputation Management
11.1 Introduction
11.2 The First Step: Monitor the Conversation
LEARNING OBJECTIVE
Online Reputation Management Keywords
How to Track: CGM and Search
Note
KEY TAKEAWAYS
EXERCISE
11.3 The Second Step: Measure What’s Being Said by Whom
LEARNING OBJECTIVE
KEY TAKEAWAYS
EXERCISE
11.4 The Third Step: Manage—Engaging In and Leading the Conversation
LEARNING OBJECTIVES
What If Everything Being Said Is Neutral?
What If Negative Things Are Being Said?
Responding
Tip
Influencing
KEY TAKEAWAYS
EXERCISES
11.5 The Fourth Step: Maximize—Evolve Your Strategy
LEARNING OBJECTIVE
KEY TAKEAWAYS
EXERCISE
11.6 Ten Rules to Recover from an Online Brand Attack
LEARNING OBJECTIVE
Rule 1: Humility
Rule 2: Listen
Rule 3: Act Immediately
Rule 4: If What They’re Saying Is False…
Rule 5: If What They’re Saying Is True…
Rule 6: Keep the Negative Pages out of the Search Engines
Rule 7: Maintain Communication
Rule 8: Engage in the Conversation
Rule 9: Care
Rule 10: Be Prepared
KEY TAKEAWAYS
EXERCISE
11.7 Case Study: Four South African Banks
CASE STUDY QUESTIONS
11.8 References
Chapter 12
Web Public Relations
12.1 Introduction
History
12.2 How It Works
LEARNING OBJECTIVE
Listen to Your Customers
Respond to Others
What to Consider
Build Your Own Voice
Note
KEY TAKEAWAYS
EXERCISES
12.3 WebPR Tactics
LEARNING OBJECTIVES
Online Article Syndication
The Aim
Writing an Article for Online Syndication
Choose a Topic
Optimize the Article and Publish It on Your Own Site
Submit the Article to Directories
Monitor Its Progress
KEY TAKEAWAYS
EXERCISES
12.4 Press Releases: Optimized for Search and for Social Media
LEARNING OBJECTIVE
Discussion
Benefits of Online Press Releases
Social Media Press Release
Tip
Blogging
KEY TAKEAWAYS
EXERCISES
12.5 Online Press Room
LEARNING OBJECTIVES
Pitching to Bloggers
Tools of the Trade
WebPR: Should I or Shouldn’t I?
KEY TAKEAWAYS
EXERCISES
12.6 Case Study: Pilkington Self-Cleaning Glass
The Use of Glass in Architecture
CASE STUDY QUESTIONS
12.7 Reference
Chapter 13
Web Site Development and Design
13.1 Introduction
How It Works
Note
13.2 Usability
LEARNING OBJECTIVE
Note
Note
Discussion
KEY TAKEAWAYS
EXERCISE
13.3 Search Engine Visibility
LEARNING OBJECTIVES
Labeling Things Correctly
URLs
Comparison of URLs for a Product
Alt Tags
Title Attributes
Title Tags
Meta Tags
Search Engine–Optimized Copy
Information Architecture
Canonical Issues: There Can Be Only One
Robots.txt
Make Sure It’s Not Broken
KEY TAKEAWAYS
EXERCISES
13.4 Design
LEARNING OBJECTIVE
Design to Establish Credibility
Using Cascading Style Sheets
Using a Content Management System
Technical Considerations
Proprietary versus Open Source
URL Rewriting
GZIP Compression
Server-Side Form Validation
International Character Support
Search-Friendly Sessions
Auto-Generated Human-Readable Site Maps and XML Site Maps
RSS Feed Generation
KEY TAKEAWAYS
EXERCISE
13.5 Landing Pages
LEARNING OBJECTIVE
Guidelines for Successful Landing Pages
KEY TAKEAWAYS
EXERCISE
13.6 Case Study: Wicked Uncle
CASE STUDY QUESTIONS
13.7 References
Chapter 14
Online Copywriting
14.1 Introduction
14.2 How It Works
LEARNING OBJECTIVE
Tip
Personas
Copy That Is Easy to Read
Learning to Use HTML
KEY TAKEAWAYS
EXERCISES
14.3 Short Copy
LEARNING OBJECTIVE
Call to Action: Telling People What to Do
Note
Passive Sentences
Active Sentences
Features and Benefits
PPC Advertisements
Heading
KEY TAKEAWAYS
EXERCISE
14.4 Long Copy
LEARNING OBJECTIVE
Getting Read: Titles and Subject Lines
Copywriting for Search Engine Optimization
Note
Page URL
Page Title
Meta Description
Note
Meta Keywords
Headings and Subheadings
Page Copy
Discussion
Links to Your Optimized Page
Images: Alt Text and Title Tags
Neologisms and Buzzwords
Note
A Brief Synopsis on the Process of Writing
Things to Avoid
KEY TAKEAWAYS
EXERCISES
14.5 Reference
Chapter 15
Web Analytics and Conversion Optimization
15.1 Introduction
History
15.2 How It Works
LEARNING OBJECTIVES
Goals, Events, and Key Performance Indicators
Note
KEY TAKEAWAYS
EXERCISE
15.3 Tracking and Collecting Data
LEARNING OBJECTIVE
Note
Log-File Analysis
Page Tagging
What Information Is Captured
Discussion
Building Block Terms
Note
Visit Characterization
Content Characterization
Conversion Metrics
Note
KEY TAKEAWAYS
EXERCISES
15.4 Analyzing Data
LEARNING OBJECTIVE
How and What to Test
Behavior Data: Intent
Outcomes: Meeting Expectations
Experience: Why Users Acted the Way They Did, and How That Can Be Influenced
A/B Split Testing
Multivariate Testing
Listening Labs
Single-Page Heat Maps
Segmentation
Referral URL
Landing Pages
Connection Speed, Operating System, and Browser
Geographical Location
First-Time Visitors
Tools of the Trade
Pros and Cons
KEY TAKEAWAYS
EXERCISE
15.5 Case Study: Firefox 3
CASE STUDY QUESTIONS
15.6 References
Chapter 16
Mobile Marketing
16.1 Introduction
16.2 Why the Mobile Phone?
LEARNING OBJECTIVE
The Mobile Phone Is Personal
The Mobile Phone Is Always Carried
The Mobile Phone Is Always On
The Mobile Phone Has a Built-In Payment System
The Mobile Phone Is Available at the Point of Creative Inspiration
Note
The Mobile Phone Can Provide Accurate Audience Measurements
The Mobile Phone Captures the Social Context of Media Consumption
Limitations of the Mobile Phone
KEY TAKEAWAYS
EXERCISES
16.3 Mobile Phones: More than Phone Calls
LEARNING OBJECTIVE
Note
How to Reach Your Audience
Note
KEY TAKEAWAYS
EXERCISES
16.4 Short Message Service (SMS)
LEARNING OBJECTIVES
Mini Case Study: CSC for Short-Term Insurance
SMS and Marketing
Note
Sending Messages
Customer Relationship Management
Promotions
Receiving Messages
Entering Competitions
Note
Texting to Donate
Texting to Participate
Combining Sending and Receiving SMS
KEY TAKEAWAYS
EXERCISE
16.5 Multimedia Message Service
LEARNING OBJECTIVES
Bluetooth and Infrared
Note
USSD (Unstructured Supplementary Services Data)
USSD and Marketing
KEY TAKEAWAYS
EXERCISES
16.6 Mobile Web
LEARNING OBJECTIVES
Note
Tailoring Web Sites for Mobile Access
One Web
Getting Users to the Mobile Web
WAP Push
Mobile URLs
Mobile Search
Natural Search
Paid Search
Applications
MXit
MXit for Marketers
Augmented Reality
Augmented Reality in Brand Communications
The Future of Augmented Reality
Planning to Go Mobile
Pros and Cons
KEY TAKEAWAYS
EXERCISES
16.7 Case Study: Peugeot 107’s Break Free Campaign
CASE STUDY QUESTIONS
16.8 References
Chapter 17
Customer Relationship Management
17.1 Introduction
17.2 Why Electronic Customer Relationship Management?
LEARNING OBJECTIVES
Discussion
Customer-centric and Customer Driven
Types of CRM in Organizations
Note
KEY TAKEAWAYS
EXERCISES
17.3 Putting a Value on Customer Relationship Management
LEARNING OBJECTIVE
Mini Case Study: Defining Loyalty and Customer Value
Mini Case Study: Customer Service as Public Relations
KEY TAKEAWAYS
EXERCISES
17.4 Using Customer Relationship Management to Inform Your eMarketing Tactics
LEARNING OBJECTIVE
KEY TAKEAWAYS
EXERCISES
17.5 Technology and Customer Relationship Management
LEARNING OBJECTIVE
Talking to Customers: Customer Service
E-mail
Mobile
Call centers
Instant Messengers and Chat Rooms
Managing Interaction Data
Analyzing Data
Vendor Relationship Management: A New Way of Looking at Relationships
KEY TAKEAWAYS
EXERCISES
17.6 Case Study: Virtual Works and PG Glass
CASE STUDY QUESTIONS
17.7 References
Chapter 18
Market Research
18.1 Introduction
What Is Market Research?
18.2 Quantitative and Qualitative Research
LEARNING OBJECTIVES
Note
Gathering Data: Quantitative and Qualitative Research
Note
Online Research Panels and Online Research Communities
Discussion
KEY TAKEAWAYS
EXERCISE
18.3 Primary and Secondary Research
LEARNING OBJECTIVE
The Internet and Secondary Research
The Internet and Primary Research
Online Research Communities
Listening Labs
Discussion
Conversion Optimization
KEY TAKEAWAYS
EXERCISE
18.4 Online Surveys: Gathering Data
LEARNING OBJECTIVES
Developing Surveys: Asking Questions
Example of Leading Question Bias
Types of Survey Questions
Open-Ended Types
Closed-Ended Types
Ranked or Ordinal Questions
Matrix and Rating Types
How to Get Responses: Incentives and Assurances
Conducting Research Surveys: A Step-by-Step Guide
Step 1: Establish the Goals of the Project—What You Want to Learn
Step 2: Determine Your Sample—Whom You Will Interview
Step 3: Choose Research Methodology—How You Will Gather Data
Step 4: Create Your Questionnaire—What You Will Ask
Step 5: Pretest the Questionnaire, If Practical—Whether You Are Asking the Right Questions
Step 6: Conduct Interviews and Enter Data—How You Will Find Out Information
Step 7: Analyze the Data—What You Find Out
Room for Error
Conducting Research: Who’s Going to Pay?
KEY TAKEAWAYS
EXERCISES
18.5 Case Study: BrandsEye
CASE STUDY QUESTIONS
18.6 References
Chapter 19
eMarketing Strategy
19.1 Introduction
How the Internet Has Changed the World We Market In
19.2 The Internet and the Marketing Mix
LEARNING OBJECTIVE
Products and Services
Price
Placement or Distribution
Note
Promotion
New Ps and New Marketing
Personalization
Participation
Peer-to-Peer Communities
Predictive Modeling
Customer-centric Marketing
Products
Price
Placement
Promotion
KEY TAKEAWAYS
EXERCISE
19.3 Developing a Marketing Plan
LEARNING OBJECTIVE
Step 1: Know Yourself and Know Your Market
Step 2: Perform Strategic Analysis
Porter’s Five Forces Analysis
Competitors
Step 3: Set Marketing Objectives
Step 4: Generate Strategies and Tactics for Achieving Objectives
Step 5: Evaluate Strategies
Step 6: Implement
Step 7: Track, Analyze, and Optimize
KEY TAKEAWAYS
EXERCISES
19.4 eMarketing and Marketing
LEARNING OBJECTIVE
Online Tools for Gathering Market Intelligence
Search Data for Both SEO (Search Engine Optimization) and PPC (Pay per Click)
Watching Competitor Activities
Trends and Market Research
KEY TAKEAWAYS
EXERCISE
19.5 Case Study: Barack Obama’s Strategic Use of the Internet
CASE STUDY QUESTIONS
19.6 References
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