The Ultimate Web Marketing Guide

EVERYTHING YOU NEED TO KNOW ABOUT WEB, MOBILE, & SOCIAL MARKETING!

• Your expert, up-to-the-minute, A-Z reference & how-to guide
• Choose the right goals, media, & tools
• Plan, execute, measure, & optimize
• Avoid costly mistakes!

Now, one amazing book brings together ALL the reliable, detailed information you need to make the most of web, online, mobile, and social marketing.

It’s ALL here: SEO, pay-per-click, mobile marketing, social media marketing, “PR 2.0,” analytics, email marketing, YouTube videos, Twitter and Facebook, blogs, podcasts, and much more. Discover how to choose the right approaches, combine them into a coherent, optimized strategy, and measure your results. Find realistic answers to your most crucial questions…get “from the trenches” insights that save you money…learn to drive more value faster.

THE ONLY COMPLETE WEB MARKETING REFERENCE YOU NEED. CUTTING-EDGE COVERAGE OF THESE TOPICS AND MUCH MORE:

• Creating effective web/online marketing plans and budgets
• Integrating online and traditional marketing
• Designing great sites–including ecommerce sites
• Getting actionable answers from web analytics
• Profiting from search engine marketing (SEM) and optimization (SEO)
• Executing winning pay-per-click and display ad campaigns
• Developing effective email lists and campaigns
• Building two-way conversations with customers and prospects
• Marketing on Facebook, Twitter, and other social media
• Creating an online PR media room
• Marketing through YouTube and podcasts
• Selling through iPhone and Android apps
• Managing web/online marketing coherently and efficiently
• Tracking performance–and improving it!
• Technical accuracy guaranteed by Econsultancy’s Rebecca Lieb

Table of Contents

Part I: Web Marketing
Chapter 1 Revisiting Marketing Fundamentals
Chapter 2 Understanding the Components of Web Marketing

Part II: Planning Your Online Activities
Chapter 3 Balancing and Budgeting Online Activities
Chapter 4 Integrating Online and Traditional Marketing
Chapter 5 Online Research and Analysis
Chapter 6 Creating a Web Marketing Plan

Part III: Website Presence
Chapter 7 Designing an Effective Website
Chapter 8 Creating an Ecommerce Website
Chapter 9 Tracking Website Analytics

Part IV: Search Engine Marketing
Chapter 10 Understanding Search Engine Marketing
Chapter 11 Essential Search Engine Optimization
Chapter 12 Advanced SEO Techniques
Chapter 13 Tracking Search Performance

Part V: Online Advertising
Chapter 14 Understanding Online Advertising
Chapter 15 Pay-per-Click Advertising
Chapter 16 Display Advertising
Chapter 17 Tracking Ad Performance

Part VI: Email Marketing
Chapter 18 Understanding Email Marketing
Chapter 19 Building Email Mailing Lists
Chapter 20 Developing an Email Marketing Campaign
Chapter 21 Tracking Email Marketing Performance

Part VII: Blog Marketing
Chapter 22 Understanding Blog Marketing
Chapter 23 Creating a Company or Product Blog
Chapter 24 Marketing to the Blogosphere
Chapter 25 Tracking Blog Marketing Performance

Part VIII: Social Media Marketing
Chapter 26 Understanding Social Media
Chapter 27 Participating in Social Networking
Chapter 28 Marketing on Facebook, MySpace, and Twitter
Chapter 29 Tracking Social Media Marketing Performance

Part IX: Online PR
Chapter 30 Understanding Online PR
Chapter 31 Developing New Sources and Techniques
Chapter 32 Creating an Online Press Room
Chapter 33 Tracking Online PR Performance

Part X: Multimedia Marketing
Chapter 34 Understanding Multimedia Marketing
Chapter 35 Podcast Marketing
Chapter 36 Video Marketing
Chapter 37 Tracking Multimedia Marketing Performance

Part XI: Mobile Marketing
Chapter 38 Understanding Mobile Marketing
Chapter 39 Designing a Mobile-Friendly Website
Chapter 40 Advertising on Mobile Devices
Chapter 41 Marketing via Mobile Apps
Chapter 42 Tracking Mobile Marketing Performance

Part XII: Online Marketing Management
Chapter 43 Managing Your Web Marketing Activities
Chapter 44 Looking to the Future