Online Marketing Inside Out
211 Pages
English

Online Marketing Inside Out

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Description

Online Marketing Inside Out is an invaluable book for anyone wanting to market products or services online - whether or not marketing is part of your job description. Small-business entrepreneurs and web-site owners will benefit from this information-packed book, as will traditional marketers with little or no experience of online marketing.


With so many potential customers online this book will show you how to reach and interact with them through podcasting, blogs, social networks, video, email, and contextual advertising. This book doesn't just cover the basics, it is inspiring reading for anyone looking for new ways to reach new and larger customer bases.


You will learn about:


  • The changing face of marketing
  • The new frontier of PR and media
  • Using your web site to generate income
  • Getting the most from the search engine crowd
  • Promote your message through socializing
  • Implementing profitable email marketing campaigns
  • Getting others to sell your products for you
  • Spreading your message through online advertising.

Editorial Reviews

"Online Marketing Inside Out is a great bridge between what's come before in online marketing and what's coming up and worth checking out. " Chris Brogan

"There's everything from social media to affiliate marketing to paid search knowledge there. Please do check it out. If you're hoping to use the Internet to promote your business, this book will come in handy." Jason Falls

"Online Marketing Inside Out" is a top-notch resource on the basics of online marketing. It provides a firm foundation from which ecommerce marketers can launch campaigns, and it can serve as a good starting place for more in depth research about any of the topics it covers." Practical E-Commerce

"If you've ever wanted to use social media to increase your traffic, set up your own affiliate program, or just explain the various online advertising options to clients, then Online Marketing Inside Out is a great starting point" Freelance Switch

"I highly recommend Online Marketing Inside Out as a reference point for people who want to get started with their online marketing efforts and for experienced marketers who might need a solid checklist to compare their existing campaigns against." Cory Huff - Sparkplugging

"Online Marketing Inside Out is a great book for those who want a no-hype understanding on the how and why of online marketing" Miles Burke

"The book explains that successful marketing involves steps summed up as: attract, engage and transact. However, equally important to executing a successful campaign is understanding the medium, whether it's email or FaceBook or a setting-up an affiliate program. A successful campaign will use that that knowledge and measure the results." yyztech


Subjects

Informations

Published by
Published 28 May 2009
Reads 4
EAN13 9781457191695
Language English
Document size 4 MB

Legal information: rental price per page €. This information is given for information only in accordance with current legislation.

Pantone:
CMYK:
Greyscale ONLINE MARKETING INSIDE OUT BYBRANDON ELEY &SHAYNE TILLEY
REACH NEW BUYERS USING MODERN MARKETING TECHNIQUES
Summary of Contents
Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxi 1. The Changing Face of Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2. 21st Century Public Relations and Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3. Turn Page Views into Profit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 4. Search Engine Optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 5. Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77 6. Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95 7. Affiliate Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113 8. Online Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129 9. Tying It All Together . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161 Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 175
ONLINE MARKETING INSIDE OUT BYBRANDON ELEY & SHAYNE TILLEY
iv
Online Marketing Inside Out by Brandon Eley and Shayne Tilley
Copyright©2009 SitePoint Pty. Ltd.
Expert Reviewer: Ted SindzinskiManaging Editor: Chris Wyness Expert Reviewer: Jeanne S. JenningsTechnical Director: Kevin Yank Expert Reviewer: Patrick O’KeefeIndexer: Russell Brooks Technical Editor: Raena Jackson ArmitageCover Design: Alex Walker Editor: Kelly Steele Printing History: First Edition: May 2009
Notice of Rights All rights reserved. No part of this book may be reproduced, stored in a retrieval system or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical articles or reviews.
Notice of Liability The author and publisher have made every effort to ensure the accuracy of the information herein. However, the information contained in this book is sold without warranty, either express or implied. Neither the authors and SitePoint Pty. Ltd., nor its dealers or distributors, will be held liable for any
damages caused either directly or indirectly by the instructions contained in this book, or by the software
or hardware products described herein.
Trademark Notice Rather than indicating every occurrence of a trademarked name as such, this book uses the names only in an editorial fashion and to the benefit of the trademark owner with no intention of infringement of the trademark.
Published by SitePoint Pty. Ltd.
48 Cambridge Street
Collingwood, Victoria, Australia 3066
Web: www.sitepoint.com
Email: business@sitepoint.com
ISBN 9780980576825
Printed and bound in Canada
About the Authors
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In 1999, Brandon Eley started 2BigFeet.com (http://2bigfeet.com) in the then untapped market for largesized shoes. The need for an ecommerce web site led to his trialbyfire in doctrination into web development and online marketing. In addition to owning 2BigFeet, Brandon is also the Interactive Director for Kelsey Advertising & Design, where he oversees interactive projects and online marketing campaigns, and blogs at http://brandoneley.com.
Shayne Tilley has had a healthy addiction for the Web since building his very first web site back in 1997. With extensive experience in both traditional and online forms of direct mar keting, Shayne has traveled the path all marketers must walk to modernize their marketing mix. Now as the Marketing Manager for SitePoint, he continually pushes the boundaries of online marketing everyday for one of the world’s largest web sites, sitepoint.com. You can follow Shayne 140 characters at a time via Twitter at http://twitter.com/ShayneT.
About the Expert Reviewers
Jeanne S. Jennings is a recognized expert and published author in the field of email marketing. She helps companies become more effective and more profitable online by focusing on all aspects of email marketing including strategy, tactics, creative, and testing. Jeanne has advised a wide variety of large and small organizations including Hasbro, Verizon, and Weight Watchers. Learn more at http://jeannejennings.com.
Patrick O'Keefe is the founder and owner of the iFroggy Network (http://ifroggy.com), an Internet network featuring numerous forums and communities. An experienced community manager since 2000, he is the author of the bookManaging Online Forums(New York: AMACOM, 2008), a practical guide to managing online forums, communities, and social spaces. He maintains a personal blog at http://patrickokeefe.com.
Ted Sindzinski is an Internet marketing professional with experience managing acquisition and retention marketing campaigns, using search, display, and email tactics. Ted is well versed in site and conversion optimization and develops marketing solutions for business toconsumer companies ranging from startups to Fortune 500s.
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About the Technical Editor
Raena Jackson Armitage made her way to SitePoint via a circuitous route involving web de velopment, training, and speaking. A lifelong Mac fangirl, she’s written forThe Mac Observer andAbout This Particular Macintosh. Raena likes knitting, reading, and riding her bike around Melbourne in search of the perfect allday breakfast. Raena’s personal web site is at http://raena.net.
About the Technical Director
As Technical Director for SitePoint, Kevin Yank oversees all of its technical publica tions—books, articles, newsletters, and blogs. He has written over 50 articles for SitePoint, but is best known for his book,Build Your Own Database Driven Website Using PHP & MySQL. Kevin lives in Melbourne, Australia, and enjoys performing improvised comedy theatre and flying light aircraft.
About SitePoint
SitePoint specializes in publishing fun, practical, and easytounderstand content for web professionals. Visit http://sitepoint.com to access our books, newsletters, articles, and com munity forums.
To my wife Tracy, for putting up with a workaholic, and to Peyton and Ellis for putting up with Mommy's cooking when Daddy worked late!
—Brandon
To my beautiful fiancée Justine, mother Alida, father Neil, and sister Belinda. Thankyou for making my world a better place.
—Shayne
Table of Contents
Preface. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxi Who Should Read This Book? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxi What’s Covered in This Book? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxi Chapter 1: The Changing Face of Marketing . . . . . . . . . . . . . . . . . . xxi Chapter 2: 21st Century Public Relations and Media . . . . . . . . . . . xxii Chapter 3: Turn Page Views into Profit . . . . . . . . . . . . . . . . . . . . . . xxii Chapter 4: Search Engine Optimization . . . . . . . . . . . . . . . . . . . . . . xxii Chapter 5: Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxii Chapter 6: Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxii Chapter 7: Affiliate Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxii Chapter 8: Online Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxiii Chapter 9: Tying It All Together . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxiii The SitePoint Forums . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxiii This Book’s Web Site . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxiii The SitePoint Newsletters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxiv Your Feedback . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxiv Conventions Used in This Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxiv Tips, Notes, and Warnings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxiv Acknowledgements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxv Brandon Eley . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxv Shayne Tilley . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxv
Chapter 1The Changing Face of Marketing1. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Why is Online Marketing So Important? . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 It’s All About the People . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2