Web Marketing is more than just having a website – it’s the strategy of using a website in conjunction with e-mail, e-commerce, chat rooms, blogs, etc. to attract customers. If you are just starting out marketing online or even if you already have a professional website, it’s worth your time to review this book.
The book starts (Part I: Getting Going With Online Marketing) by helping you to develop your online strategy: Who is your target market (by market segmentation), The 4 Ps of marketing (product, price, placement, and promotion), and domain names.
Part II: Building a Marketing-Effective Website focuses on making your website work: marketing copy, graphics, testimonials, and an online store.
Part III: Exploring Online Marketing Basics focuses on strategies for increasing traffic to your website: email marketing, viral marketing, and search engine optimization.
Part IV: Spending Online Marketing Dollars gives you ideas for how to spend your advertising dollars to build traffic: Pay Per Click Ads, Banner Ads, Classified Ads, and Podcasts.
Part V: Maximizing Your Web Success describes using web analytics to measure your ROI, avoiding legal nightmares, and planning for the future.
Part VI: The Part of Tens gives 3 quick checklists for your online marketing: 10 Free Ways To Market Your Website, 10 Most Common Mistakes of Web Marketing, and 10 Tips for Tired Sites.
Reading this book won’t make you a web marketing guru. But it will help you to understand how to improve your own online marketing and how to work with marketing professionals.