E-Marketing Handbook

E-Marketing Handbook

by Matt Haig
     
 

"The E-Marketing Handbook" is essential reading for any business owner, marketing professional or student of marketing looking for real-world advice on Internet marketing. The Internet is probably the most effective marketing tool that has ever existed. It enables you to interact with your customers in a way that is quite unprecedented. By engaging in the sort of

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Overview

"The E-Marketing Handbook" is essential reading for any business owner, marketing professional or student of marketing looking for real-world advice on Internet marketing. The Internet is probably the most effective marketing tool that has ever existed. It enables you to interact with your customers in a way that is quite unprecedented. By engaging in the sort of two-way relationships previously unimagined, companies and consumers can now find out more about each other than ever before. Customer relationship marketing now has a whole new meaning. 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? In "The E-Marketing Handbook," Matt Haig cuts through the hype and shows you how to plan your e-marketing activity by focusing on: 1. what you want to achieve; 2. how you are going to achieve it; 3. who is responsible for the different tasks; 4. how much you are prepared to spend. Together these factors will form the background for your objectives and ensure that they are SMART — Specific, Measurable, Achievable, Realistic and Timetabled. And by following Matt Haig's practical advice and guidance, you stand a good chance of realizing them. "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. Matt Haig's practical, hype-free guide will help you to:
• 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.

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Product Details

ISBN-13:
9780749435479
Publisher:
Kogan Page, Ltd.
Publication date:
03/01/2001
Pages:
260
Product dimensions:
6.28(w) x 9.56(h) x 1.02(d)

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