Coverart for item
The Resource 3G marketing on the Internet : third generation Internet marketing strategies for online success, Susan Sweeney, Andy MacLellan, Ed Dorey

3G marketing on the Internet : third generation Internet marketing strategies for online success, Susan Sweeney, Andy MacLellan, Ed Dorey

Label
3G marketing on the Internet : third generation Internet marketing strategies for online success
Title
3G marketing on the Internet
Title remainder
third generation Internet marketing strategies for online success
Statement of responsibility
Susan Sweeney, Andy MacLellan, Ed Dorey
Title variation
Three G marketing on the internet
Creator
Contributor
Subject
Language
eng
Cataloging source
DLC
http://library.link/vocab/creatorDate
1956-
http://library.link/vocab/creatorName
Sweeney, Susan
Dewey number
658.8/72
Illustrations
illustrations
Index
index present
LC call number
HF5415.1265
LC item number
.S92 2006
Literary form
non fiction
http://library.link/vocab/relatedWorkOrContributorDate
  • 1976-
  • 1979-
http://library.link/vocab/relatedWorkOrContributorName
  • Dorey, Ed
  • MacLellan, Andy
http://library.link/vocab/subjectName
  • Internet marketing
  • Internet advertising
  • Electronic commerce
Target audience
adult
Label
3G marketing on the Internet : third generation Internet marketing strategies for online success, Susan Sweeney, Andy MacLellan, Ed Dorey
Instantiates
Publication
Copyright
Note
Includes index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • 3
  • Q2C Model-The Genetics of a Great Web Site
  • 80
  • Strong Creative Design and Branding
  • 81
  • Well-Executed Navigation and Information Structure
  • 83
  • Quality Content
  • 84
  • Convenient Functionality and Engaging Interactivity
  • 85
  • I Want What I Want and I Won't Have It Any Other Way
  • Eight Strategic Steps to Developing a Successful Web Site
  • 89
  • Making the Right Choices
  • 91
  • Chapter 5
  • Campaign Execution
  • 93
  • Working With the Right Channels
  • 94
  • Making Sure You Score Before You Shoot-Campaign Preparation
  • 5
  • 97
  • Action Item #1
  • Campaign Foundation
  • 97
  • Action Item #2
  • Matching the Message With the Desire
  • 98
  • Action Item #3
  • Make Sure All the Tools Are in Place
  • 99
  • Embracing Broadband
  • Action Item #4
  • Monitor, Evaluate, and Modify
  • 102
  • Consistency Is Key!
  • 103
  • Developing a Winning Landing Page
  • 104
  • Tips for Creating Landing Page Content
  • 104
  • Tips for Planning the Layout of Your Landing Page
  • 7
  • 107
  • Proper Landing Page Execution
  • 110
  • Making PPC Campaigns Work for You
  • 114
  • Strategically Select Your Keywords
  • 117
  • Understand Your Customers
  • 118
  • Don't Use Your Budget So Quickly
  • Evolving Technology
  • 119
  • Geo-Targeting Your Campaigns
  • 120
  • Use Landing Pages
  • 120
  • Target Your Customers by Dayparting
  • 121
  • Getting Noticed in the World of Spam
  • 121
  • In-house Versus Outsource E-mail Marketing
  • 8
  • 124
  • Working With the Right Tools
  • 126
  • Designing Effective E-mail Promotions
  • 132
  • Integrating Your Strategy
  • 135
  • Building Your Opt-in Database
  • 136
  • Learn More About Your Customers
  • Business and the Internet
  • 137
  • Chapter 6
  • Web Analytics-Learn from the Past, Change the Future
  • 139
  • Web Analytics Defined
  • 140
  • Qualitative Studies
  • 142
  • Quantitative Studies
  • 142
  • 10
  • Key Performance Indicators
  • 142
  • Common Measurements of Performance
  • 142
  • Click-Through Rate
  • 143
  • Unique Visitors
  • 143
  • Time Spent
  • 143
  • Advertising Online
  • Click Stream Analysis
  • 144
  • Single-Page Access
  • 144
  • Total Sales, Leads Generated, or Desired Action Taken
  • 144
  • Customer Conversion Ratio
  • 144
  • Cost per Customer or Customer Acquisition Cost
  • 145
  • Chapter 1
  • 10
  • Net Dollars per Visitor
  • 145
  • Cost per Visitor
  • 145
  • Average Order Size
  • 145
  • Items per Order
  • 146
  • Shopping Cart and Form Abandonment
  • 146
  • Resources for Research
  • Impact on Offline Sales
  • 146
  • Return on Investment (ROI)
  • 147
  • Monitor What Matters to Your Business
  • 147
  • Determine What Works-A/B Testing as a Start
  • 148
  • Keep It Simple
  • 150
  • 12
  • Give It Time
  • 151
  • Tracking Your Tests
  • 151
  • Go Deeper-Use It or Lose It
  • 152
  • Bringing It All Together-Use What You've Learned From Other Sources
  • 153
  • Industry Studies and Metrics
  • 153
  • Chapter 2
  • Usability Studies
  • 153
  • Eyetracking Studies
  • 155
  • Competitive Studies
  • 156
  • Customers, Partners, and Affiliates Studies
  • 156
  • Site Performance Studies
  • 158
  • Understanding Your Environment
  • Segmenting Your Target Market
  • 159
  • Choosing a Web Analytics Solution
  • 161
  • Look at Yourself
  • 161
  • Look at Technology
  • 162
  • Look at the Vendor
  • 163
  • 17
  • Popular Web Analytics Vendors
  • 165
  • Closing Comments on Web Analytics
  • 166
  • Learn From the Success of Others
  • 168
  • Don't Be Scared to Fail
  • 169
  • Forget About the Hits
  • 169
  • Long Term Planning and Your Web Site Strategy
  • Your Neighbor's Kid Can't Do It All
  • 170
  • Take Your Time-Do It Right the First Time (or Second)
  • 171
  • Appendix A
  • Global Online Populations
  • 175
  • 18
  • Understanding Your Objectives
  • 19
  • Industry Overview-A Look at the Internet
  • Identifying Your Target Market
  • 21
  • Understanding the User
  • 22
  • What Exactly Are You Promoting?
  • 24
  • Extending the Reach of Your Brand Online
  • 25
  • Consistently Positioning Your Offerings
  • 26
  • 1
  • Learn From Your Customers
  • 27
  • Staying on Top of the Competition
  • 28
  • Being Aware of the Macro and Micro Environmental Landscape
  • 29
  • Determining Your Budget
  • 30
  • Chapter 3
  • Internet Marketing Techniques
  • Consumers and the Internet
  • 33
  • Search Engine-Organic Optimization
  • 35
  • Importance of Your Link Strategy
  • 38
  • Internet Advertising
  • 41
  • Rich Media Advertising
  • 42
  • Size and Placement
  • 2
  • 43
  • Search Advertising
  • 43
  • Contextual Advertising
  • 47
  • Behavioral Advertising
  • 49
  • Measurement and Accountability
  • 50
  • Affiliate Marketing
  • How Big Is the Internet Population?
  • 51
  • RSS
  • 54
  • Blogging
  • 57
  • Podcasting/Videocasting
  • 60
  • Mobile Marketing
  • 62
  • Viral Marketing
  • 2
  • 66
  • Autoresponder Marketing
  • 68
  • Permission-Based E-mail Marketing
  • 69
  • VOIP
  • 70
  • Chapter 4
  • Starting with the Foundation-Your Web Site
  • 73
  • Internet as a Way of Life
  • Twenty Reasons You Need a Web Site for Your Business
  • 74
  • Know the Purpose of Your Web Site
  • 77
  • Lead Generation
  • 77
  • Online Sales
  • 79
  • Don't Start Without a Plan
  • 80
Control code
ocm62342108
Dimensions
24 cm
Edition
Seventh edition.
Extent
x, 200 pages
Isbn
9781931644372
Lccn
2005033908
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Note
658.872 SW35 7TH ; P ; XX-N ; C0406QU2 (SM)
Other physical details
illustrations
System control number
  • (Sirsi) o62342108
  • (Sirsi) o62342108
Label
3G marketing on the Internet : third generation Internet marketing strategies for online success, Susan Sweeney, Andy MacLellan, Ed Dorey
Publication
Copyright
Note
Includes index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • 3
  • Q2C Model-The Genetics of a Great Web Site
  • 80
  • Strong Creative Design and Branding
  • 81
  • Well-Executed Navigation and Information Structure
  • 83
  • Quality Content
  • 84
  • Convenient Functionality and Engaging Interactivity
  • 85
  • I Want What I Want and I Won't Have It Any Other Way
  • Eight Strategic Steps to Developing a Successful Web Site
  • 89
  • Making the Right Choices
  • 91
  • Chapter 5
  • Campaign Execution
  • 93
  • Working With the Right Channels
  • 94
  • Making Sure You Score Before You Shoot-Campaign Preparation
  • 5
  • 97
  • Action Item #1
  • Campaign Foundation
  • 97
  • Action Item #2
  • Matching the Message With the Desire
  • 98
  • Action Item #3
  • Make Sure All the Tools Are in Place
  • 99
  • Embracing Broadband
  • Action Item #4
  • Monitor, Evaluate, and Modify
  • 102
  • Consistency Is Key!
  • 103
  • Developing a Winning Landing Page
  • 104
  • Tips for Creating Landing Page Content
  • 104
  • Tips for Planning the Layout of Your Landing Page
  • 7
  • 107
  • Proper Landing Page Execution
  • 110
  • Making PPC Campaigns Work for You
  • 114
  • Strategically Select Your Keywords
  • 117
  • Understand Your Customers
  • 118
  • Don't Use Your Budget So Quickly
  • Evolving Technology
  • 119
  • Geo-Targeting Your Campaigns
  • 120
  • Use Landing Pages
  • 120
  • Target Your Customers by Dayparting
  • 121
  • Getting Noticed in the World of Spam
  • 121
  • In-house Versus Outsource E-mail Marketing
  • 8
  • 124
  • Working With the Right Tools
  • 126
  • Designing Effective E-mail Promotions
  • 132
  • Integrating Your Strategy
  • 135
  • Building Your Opt-in Database
  • 136
  • Learn More About Your Customers
  • Business and the Internet
  • 137
  • Chapter 6
  • Web Analytics-Learn from the Past, Change the Future
  • 139
  • Web Analytics Defined
  • 140
  • Qualitative Studies
  • 142
  • Quantitative Studies
  • 142
  • 10
  • Key Performance Indicators
  • 142
  • Common Measurements of Performance
  • 142
  • Click-Through Rate
  • 143
  • Unique Visitors
  • 143
  • Time Spent
  • 143
  • Advertising Online
  • Click Stream Analysis
  • 144
  • Single-Page Access
  • 144
  • Total Sales, Leads Generated, or Desired Action Taken
  • 144
  • Customer Conversion Ratio
  • 144
  • Cost per Customer or Customer Acquisition Cost
  • 145
  • Chapter 1
  • 10
  • Net Dollars per Visitor
  • 145
  • Cost per Visitor
  • 145
  • Average Order Size
  • 145
  • Items per Order
  • 146
  • Shopping Cart and Form Abandonment
  • 146
  • Resources for Research
  • Impact on Offline Sales
  • 146
  • Return on Investment (ROI)
  • 147
  • Monitor What Matters to Your Business
  • 147
  • Determine What Works-A/B Testing as a Start
  • 148
  • Keep It Simple
  • 150
  • 12
  • Give It Time
  • 151
  • Tracking Your Tests
  • 151
  • Go Deeper-Use It or Lose It
  • 152
  • Bringing It All Together-Use What You've Learned From Other Sources
  • 153
  • Industry Studies and Metrics
  • 153
  • Chapter 2
  • Usability Studies
  • 153
  • Eyetracking Studies
  • 155
  • Competitive Studies
  • 156
  • Customers, Partners, and Affiliates Studies
  • 156
  • Site Performance Studies
  • 158
  • Understanding Your Environment
  • Segmenting Your Target Market
  • 159
  • Choosing a Web Analytics Solution
  • 161
  • Look at Yourself
  • 161
  • Look at Technology
  • 162
  • Look at the Vendor
  • 163
  • 17
  • Popular Web Analytics Vendors
  • 165
  • Closing Comments on Web Analytics
  • 166
  • Learn From the Success of Others
  • 168
  • Don't Be Scared to Fail
  • 169
  • Forget About the Hits
  • 169
  • Long Term Planning and Your Web Site Strategy
  • Your Neighbor's Kid Can't Do It All
  • 170
  • Take Your Time-Do It Right the First Time (or Second)
  • 171
  • Appendix A
  • Global Online Populations
  • 175
  • 18
  • Understanding Your Objectives
  • 19
  • Industry Overview-A Look at the Internet
  • Identifying Your Target Market
  • 21
  • Understanding the User
  • 22
  • What Exactly Are You Promoting?
  • 24
  • Extending the Reach of Your Brand Online
  • 25
  • Consistently Positioning Your Offerings
  • 26
  • 1
  • Learn From Your Customers
  • 27
  • Staying on Top of the Competition
  • 28
  • Being Aware of the Macro and Micro Environmental Landscape
  • 29
  • Determining Your Budget
  • 30
  • Chapter 3
  • Internet Marketing Techniques
  • Consumers and the Internet
  • 33
  • Search Engine-Organic Optimization
  • 35
  • Importance of Your Link Strategy
  • 38
  • Internet Advertising
  • 41
  • Rich Media Advertising
  • 42
  • Size and Placement
  • 2
  • 43
  • Search Advertising
  • 43
  • Contextual Advertising
  • 47
  • Behavioral Advertising
  • 49
  • Measurement and Accountability
  • 50
  • Affiliate Marketing
  • How Big Is the Internet Population?
  • 51
  • RSS
  • 54
  • Blogging
  • 57
  • Podcasting/Videocasting
  • 60
  • Mobile Marketing
  • 62
  • Viral Marketing
  • 2
  • 66
  • Autoresponder Marketing
  • 68
  • Permission-Based E-mail Marketing
  • 69
  • VOIP
  • 70
  • Chapter 4
  • Starting with the Foundation-Your Web Site
  • 73
  • Internet as a Way of Life
  • Twenty Reasons You Need a Web Site for Your Business
  • 74
  • Know the Purpose of Your Web Site
  • 77
  • Lead Generation
  • 77
  • Online Sales
  • 79
  • Don't Start Without a Plan
  • 80
Control code
ocm62342108
Dimensions
24 cm
Edition
Seventh edition.
Extent
x, 200 pages
Isbn
9781931644372
Lccn
2005033908
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Note
658.872 SW35 7TH ; P ; XX-N ; C0406QU2 (SM)
Other physical details
illustrations
System control number
  • (Sirsi) o62342108
  • (Sirsi) o62342108

Library Locations

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      850 NW Hunter Drive, Blue Springs, MO, 64015, US
      39.050175 -94.273137
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