Books On Advertising & Marketing
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Web Marketing for Small
& Home-Based Businesses:
How to Advertise and Sell
Your Products Online
By: Learn2succeed.com Incorporated
This book shows you how to advertise and sell your products or services on the Web. Learn the basics of Web marketing and some of the challenges facing online merchants. Find out how to use the Web for your market research and how to prepare your Web marketing plan.
Learn about the importance of selecting a suitable domain name and what's involved with Web hosting. Take a look at Web authoring software and then find out how to make your site user-friendly. Read about some of the software that is available for conducting e-commerce.
Find out about search engines and how to improve your ranking with them in the chapter on search engine optimization. Take a look at the effectiveness of banner ads, pop-up ads, Web rings and the importance of links to other sites.
Learn how to keep the name of your business in front of your customers with permission-based e-mail and e-newsletters. Find out the significance of viral marketing and the importance of referrals and affiliate programs.
Look at ways to use traditional marketing to drive traffic to your site. Then, take a look into the future and new marketing strategies using Internet telephony, streaming audio and video.
Web marketing is a great way to expand your business. This book will provide you with all the information you need to get started.
The Importance of the Web from a Marketing Viewpoint
Why Bandwidth is so Important
The Telco's "Pipe"
The Cableco's "Pipe"
Fibre Optic Cable
The "Pipe" from Space: Broad Bandwidth from Low Orbit Satellites
The Wireless "Pipe" of Broadband Radio
The "Pipe" of Electric Utility Companies
Which Pipe Will Become the Preferred Pipe for Internet Access?
The Importance of Broadband from a Marketing Viewpoint
Broadband as a Global Marketing Medium
Chapter 1 - What do We Mean by Web Marketing?
The Basic Elements of Web Marketing
The Marketing of Product
Chapter 2 - Using the Web for Market Research and Product Pricing
The Internet as a Source of Information
Narrowing Down the Search
An Example of a Search
Web Sources of Marketing Information
The Use of Copernic
The Web Advantage
A Word of Caution About Pricing on the Web
Chapter 3 - Planning for Web Marketing
Get to Know the Competition!
The Marketing Strategy
Methods of Distribution
Non-Web Based Marketing
Packaging and Merchandising
Advertising and Lead Generation
Premiums and Incentives
The Marketing Plan
Chapter 4 - Domain Names and Web Hosting
Selecting a Domain Name
Domain Name Extensions
Chapter 5 - Web Authoring Software
Creating Your Own Web Site
Static vs. Dynamic
Macromedia Dreamweaver® UltraDev™ & Studio MX
Chapter 6 - E-Commerce
What Do We Mean by E-Commerce?
Methods of Payment
Security of Transaction
Main Types of E-Commerce Software
The Shopping Cart
Chapter 7 - Make Your Web Site User-Friendly
Browser Compatibility & Screen Resolution
Home & Tagline
Copy, Copyright, Spelling, Layout & Colour
Multimedia & Splash Pages
The "3-Click Rule"
Where am I? Site Map and Site Search Tools
Bookmarks, Get Them to Return - "Sticky Sites"
Referrals & Testimonials
Incorporate a Survey
Frequently Asked Questions (FAQ)
Check for Broken Internal Links
Chapter 8 - Search Engine Optimization (SEO)
Search Engine Ranking
Spiders & Crawlers, Meta Tags, Title Tags & Key Words
Key Word Ranking
Organic Search, Paid Submissions and Paid Inclusions
Sponsored Search & Paid Placement Pay-per-Click (PPC)
Advertising plus Auction Networks
Cost-per-Order (CPO) & Return on Advertising Spending (ROAS)
Submissions to Search Engines
Definition of Search Engine Optimization (SEO)
The Future for Search Engines
Chapter 9 - Banner Ads, Pop-Up Ads, Web Rings & Links to Other Sites
Links to Other Sites
Promote your Site with Web Rings
Chapter 10 - E-Mail and E-Newsletters
E-Mail as a Direct Marketing Tool
Spam vs. Opt-in-Mailing with Clickable Links to Your Site
The List, Database Marketing & the Issues of Customer Privacy
Apply Some of the Same Principles Used in Direct Snail Mail Marketing
Testing & Tracking Your Results
Chapter 11 - Viral Marketing & Affiliate Programs
What is Viral Marketing?
What is an Affiliate Program?
Chapter 12 - Offline Advertising & Promotion
Integrate Your Online & Offline Advertising and Promotion
Chapter 13 - The Future of Web Marketing
The Web as a Powerful Marketing Tool
Web Marketing for Small & Home-Based Businesses: How to Advertise and Sell Your Products Online by: Learn2succeed.com Incorporated; 132 pages, ISBN 978-1-55270-119-5 softcover, published in 2002; Canadian: $24.95.
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