Résumé
- design a user-friendly Web site;
- conduct market research on the Internet;
- build two-way relations between your site and its audience;
- use search engines as a marketing tool;
- build partnerships with other Web sites;
- develop an e-mail strategy;
- create a direct e-marketing strategy;
- create and distribute e-newsletters;
- convert passive visitors into active customers;
- provide ongoing customer support;
- build an e-brand;
- look at the pros and cons of online advertising;
- seek free media coverage for your site;
- integrate your online and offline marketing activity;
- measure and evaluate results.
No doubt you're more than aware of the potential of the Internet, so how can you ensure that you don't get lost in the e-marketing maze? There is plenty of advice around promoting the merits of online business, but little that gets down to the everyday issues of how to do it. In The E-Marketing Handbook, Matt Haig does just that. In his acclaimed hands-on style, he cuts through the hype and shows you how to plan your e-marketing activity by focusing on:
- what you want to achieve;
- how you are going to achieve it;
- who is responsible for the different tasks;
- how much you are prepared to spend.
The E-Marketing Handbook will take you step-by-step through the process of developing and implementing an e-marketing plan. Every aspect is covered in detail and organized so that you can dip in and out if you wish or follow the advice in a logical fashion. You'll also find lots of examples and cases, recommended sites for further help and a very useful e-marketing dictionary.
Contents
- Introduction
- Getting focused
- E-market research
- The Web design dilemna
- Web design principles
- Search engines
- More marketing channels
- Direct e-marketing
- Handling sales online
- Supporting customers
- Brand building on the Internet
- Advertising online
- E-publicity
- Clicks and mortar marketing
- Evaluation
- Appendixes
- Index
L'auteur - Matt Haig
Matt Haig is an independent consultant advising organizations of all types and sizes on creating integrated marketing and branding solutions. As one of the very first writers on e-business, Matt has always been at the forefront of developing leading edge marketing solutions.
More recently he has carried out mobile marketing consultancy for several companies and has researched and written extensively on the subject. Its rapidly growing popularity inspired him to write his popular book Mobile Marketing: The message revolution.
Acclaimed for his no-nonsense pragmatic style, Matt is a popular speaker and writes regularly for the national and business press. He is also the author of several other best-selling guides including E-PR: The essential guide to public relations on the Internet, E-Business Essentials, E-Mail Essentials, The E-Marketing Handbook, The B2B E-Commerce Handbook and If You're So Brilliant... How Come You Don't Have an E-strategy?: The essential guide to e-business (all Kogan Page).
Matt can be contacted at matt@matthaig.co.uk.
Autres livres de Matt Haig
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Kogan Page |
| Auteur(s) | Matt Haig |
| Parution | 01/04/2001 |
| Nb. de pages | 259 |
| Format | 15,5 x 24 |
| Couverture | Relié |
| Poids | 557g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780749435479 |
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