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Marketing on the Internet: A 7 Step Plan for Selling Your Products, Service and Image to Millions over the Information Superhighway

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This updated edition reflects the rapid changes in online marketing topics such as effective Web site design, secure payment methods, Web promotion techniques, and building relationships with online customers. Dozens of worksheets help readers sharpen the focus of the online needs and goals of their businesses, and hundreds of screen shots illustrate successful tactics. Case studies of online business successes explain the concepts in the book and illustrate how they work in ...
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Overview

This updated edition reflects the rapid changes in online marketing topics such as effective Web site design, secure payment methods, Web promotion techniques, and building relationships with online customers. Dozens of worksheets help readers sharpen the focus of the online needs and goals of their businesses, and hundreds of screen shots illustrate successful tactics. Case studies of online business successes explain the concepts in the book and illustrate how they work in real-life situations.
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Editorial Reviews

Booknews
New edition of a guide the sets forth a seven-step plan for selling over the Internet. After discussing basic on-line marketing principles, technological consultant Zimmerman explains the process of creating a Web site, site maintenance and monitoring, site promotion, security considerations, and long range trends that may affect electronic commerce. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9781885068361
  • Publisher: Independent Publishers Group
  • Publication date: 11/1/1999
  • Edition description: REVISED
  • Edition number: 4
  • Pages: 276
  • Product dimensions: 7.09 (w) x 9.00 (h) x 1.26 (d)

Meet the Author

Jan Zimmerman

Jan Zimmerman owns Watermelon Mountain Web Marketing, which has provided Web marketing and site management services for more than ten years.

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Read an Excerpt


Chapter 1: The Internet: A Technology Means to a Marketing End

The lifetime of the Internet is a brief 30 years, yet it has profoundly changed how we search for knowledge in an age when knowledge is power. The World Wide Web (also known as W3, WWW, or the Web)-that graphical, easily accessible portion of the Internet-has energized its growth over the past six years.

In this chapter we'll look at how the Internet, especially the Web, is redefining business communications, modifying consumer behavior, and mediating the relationship between a business and its customers.

Overwhelming all expectations, Internet revenues of all types topped $300 billion in 1998. Retail sales alone could reach $108 billion by 2003, with business-to-business electronic commerce at least triple that amount. Combined, these numbers would represent about 6% of global commerce.

Should part of these revenues be yours? Should you invest your time, energy, money, and other resources to market and/or sell over the Internet? Or should you expend those scarce resources on off-line marketing techniques that you know will work? To help you make a good decision, this chapter provides basic background information about the Internet. We'll cover a little his tory, a few statistics, and some technology. Armed with this information and the review of your business and customers in Chapter 2, you can determine whether the Internet is a place for you. Specifically, we'll discuss

  • The technology and history of the Internet and World Wide Web
  • The range of activities available online
  • Business opportunities online, including market research, advertising, and sales
  • How new technologies may affect Internet use in the future
  • Efforts to measure the Internet audience and the effectiveness of advertising to it

What Is the Internet?

Computer networks link two or more computers to allow their users to share information, programs, and equipment, and to communicate with one another. Networks come in two flavors: LANs (Local Area Networks) link computers in the same building or area, and WANs (Wide Area Networks) tie together distant computer systems. The Internet is simply the worldwide interconnection of many different networks. By hooking together servers, the large computers that manage individual networks, the infrastructure of the Internet allows millions of people to access information stored on tens of thousands of computers around the world. The Internet transmits messages between servers much the way the telephone system does, using satellites, microwaves, and dedicated cables such as Ethernet lines, fiber optic cables, cable television lines, or even the simple phone lines in your home.

There is one absolutely critical difference. Unlike the telephone system, the Internet lets you send messages not to just one person, but to everyone on the Internet or to a specified group of people. The Internet turns every individual or business into a broadcaster, able to communicate from one to many, a privilege previously reserved for television, radio, and publishing companies. Originally, computers on the Internet could exchange only text messages. Now the Web portion of the Internet allows users to exchange graphics, still photos, animation, voice, and even full-motion video. Think of the Web as a virtual publishing company through which anyone can distribute the electronic equivalent of glossy magazines or short films.

The Web is the fastest-growing, most user friendly, and most commercially popular segment of the Internet. Any computer on the Internet equipped with a browser (software designed to look at Internet resources) and small pieces of specialized software called plug-ins can access different kinds of text, images, and sound. A page (part of a site) on the Web can be connected to another page with related information using a link, even if the computer hosting the other page is halfway around the earth, orbiting in the space shuttle, or sitting on Mars. How did all this come to be?

History of the Internet

The Internet owes its existence to the Pentagon and the Cold War. To solve the problem of a centralized computer system vulnerable to a single well-placed bomb, scientists at the Rand Corporation developed the concept of a centerless network in 1964. They envisioned thousands of computers connected with communication redundancy, much the way the human brain is wired, so that the loss of a few "neurons" or connecting cables would not result in a total loss of function. In 1969, two nodes (computers connected to a network) were linked for the first time on the ARPAnet, the precursor to today's Internet. (ARPAnet was named after the Defense Department's Advanced Research Projects Agency, which sponsored its development...

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Table of Contents

About This Book
Your "Members Only" Web Site
Introduction:

Chapter 1:
The Internet: A Technology
Means to a Marketing End
What Is the Internet?
History of the Internet
Spectacular Growth
Before Going Further: Get Access
How Do People Travel to Cyberspace?
What Happens in Cyberspace?
Electronic Mail
Mailing Lists
News Groups
The World Wide Web
By the Numbers: Business on the Internet
Who's Selling What?
How People Find Sites
Advertising on the Web
Mass vs. Target Marketing
Push vs. Pull Technologies
A Glimpse of the Future
Pipe Dreams
ISDN
Leased Lines
ADSL
Cable Modems
Telephones, Teleconferencing, and Multimedia, Oh My!
Alternate High-Speed Networks
Ease of Use: The "Internet Appliance"
The Bottom Line

Chapter 2:
The ABCs of Internet Marketing
Your Business Plan: Internet and Otherwise
Elements of a Business Plan
The Importance of Good Business Practices
You Can Do Much More Than Sell Online
Is the Internet Right for Your Business?
Essential questions
Know Thy Business Universe
Know Thy Target Audience
Matching Methods to Research
Online Marketing Is Direct Marketing
Attention
Information Creates Interest
Interactivity Builds Desire
Action
The Seven Steps to Internet Success
Step 1. Get Online and Observe
Step 2. Evaluate Your Current Situation
Step 3. Define Online Objectives, Products, and Markets
Step 4. Create and Distribute Info-Tools
Step 5. Create or Upgrade Your Web Site
Step 6. Measure Your Results
Step 7. Market Your Internet Presence
A More Level Marketing Field?
Internet Marketing Affects All Business Operations
Keep Your Promises
Customer Service Is the Name of the Game

Chapter 3:
Creating and Distributing Info-Tools
Creating Info-Tools
Signature Files
Blurbs
Reports
Newsletters
Press Releases
FAQs
E-mail Marketing
Mailbots
Listservers
Subscribing to Mailing Lists
Creating Your Own Mailing Lists
Posting to a List of Lists
Reaping What You've Sown
News Groups
Netiquette
Other Non-Web Marketing
Forums
Posting to Forum Libraries
Forum Messages
Conferences
Classifieds
USEnet and Web Classifieds
Display Advertising on Online Services

Chapter 4:
Creating Your Web Site
There's More to a Site Than Meets the Eye
Concept
Content
Navigation
Decoration: Backgrounds, Buttons, and Bars
Preplanning Pays Off
Preliminary Budget
Timeline
Set Up a Team
Assess Infrastructure
Hardware and Software In-House
Internal Telecommunication Needs
Establish User Hardware/Software Requirements
Selecting Service Providers: ISP, Web Host, and Designer
Selecting an Internet Service Provider (ISP)
Selecting a Web Hosting Service Provider (WHISP)
The Mall Alternative
Selecting a Web Designer
The Design Process
Register a Domain Name
Design Overview
Initial Design Conference and Review Schedule
Design Comps
Storyboards and Prototypes
Element Production
Programming and Integration
Testing and Corrections
Helpful Hints for a Successful Site
Splash Screens
Home Page
Multimedia Beware
Avoid Causes for Complaint
Forget-Me-Nots
Freebies and Features
Features and Site Amenities
Free Web and Internet Services
Decorative Doo-Dahs

Chapter 5:
Maintenance and Monitoring Results
Maintenance Basics
Maintenance Schedule
Check Syntax
Verify Links
MOMspider (Multi-Owner Maintenance Spider)
Make Corrections and Fixes
Update Content
Moving Your Site or Pages
Monitor Results
Hit Rate: Fact and Myth
On-Site Page Counters
Analyzing Statistical Reports
Available Statistical Tools
Counting What Really Counts
Tracking Advertisements
Using Results Effectively

Chapter 6:
Marketing Your Internet Presence
A Web Promotion Plan
Promotional Research
Writing the Plan
Evaluating Results
Launching a Web Site
Help Available
Search Engines and Directories
Submission
Improving Search Engine Ranking
A Few Words about Keywords
Optimizing Your Pages
Promoting Your Site on Your Site
Registration on Site
Internal Calls to Action
What's New With You?
Pat Yourself on the Back
Promotional Giveaways, Contests, and Games
Chat Lines, Forums/Boards, and Events
More Ideas
Promoting Your Site on the Web
What's New Listings
Hot Sites and Cool Links
Links with Other Sites
Web Rings
Online Sponsorships
Advertising on Other Sites
Trends in Web Advertising
Online Advertising Rates
Banner Ad Exchanges
Banner Ad Effectiveness
Selling Advertising on Your Site
Promoting Your Site Elsewhere on the Internet
News Groups
Mailing Lists
Promoting Your Site Off-Line
Coordinate Your Campaign
Literature, Stationery, Packaging, and Promotional Items
Word-of-Mouth, Word-of-Net

Chapter 7:
Multimedia on Your Web Site
The Technology: Promise and Peril
Limitations
Hardware Requirements for Client and Server
Staying Up-to-Date
Making the Multimedia Decision
Know Your Business
Know Your Objectives
Know Your Audience
Multimedia Development Tools and Techniques
Real-Time Animation: GIF, Shockwave, and Java Applets
Downloaded Audio
Streaming Audio
Downloaded Video
Streaming Video
3D/Virtual Reality
Multimedia: Not a Do-It-Yourself Project
Selecting a Contractor
Evaluating a Contractor's Work
Multimedia Development Process
The Treatment
The Flowchart
The Storyboard
The Script
The Production and Testing Process
Surfing for Ideas

Chapter 8:
Dollars and Legal Sense
The Privacy Zone
Security: Raising the Barricades
Lines of Defense
Secure Socket Layers (SSLs)
Digital Signatures
Managing Transactions
Catalog Software
Auction Software
Shopping Carts and Checkstands
Integrated E-Commerce Solutions
Accepting Payment
Phone, Fax, and Snail Mail
Credit Cards
Setting Up a Merchant Account
SET: Secure Electronic Transactions
Payment Alternatives
EFT on the Internet
EDI on the Internet
Selecting a Payment Option
Legalese
Trademarks
Copyright
Hyperlinks
Nasty Beasties: Liability, Disclaimers, Fraud, and Other No-No's
Content and the First Amendment

Chapter 9:
Model Web Sites for Internet Marketing
Getting Customers in the Door
Location, Location, Location: Mall of New Mexico
Online Activities: Where's Waldo
Too Cool: New York Cabbie
Hold Onto Them Once You Have Them
The Medium Is the Message: Rachel Barton
Creative Linkages: Thingamabobs
Information Is Value: GoFish
Tickle the Funny Bone: Joe Boxer
Marketing Magic
A Product Demo is Worth a Thousand Words: My Two Homes
Easy Does It: The Bead Gallery
Free Is a Four-Letter Word: Jelly Belly (Herman Goelitz Candy)
A Companion Site: ¡Burritos!
Putting Customers First
Find Once, Order Twice: Toys 'R' Us
A Helping Hand For Customers: Mind Your Own Business
Fly the Friendly Web: Trimline Medical Products
Consumers Know Best: Forever Cigars

Service in Cyberspace
Merging the Real and Virtual Worlds: The Shoe Guy at http://www.shoeguy.com
Moving On

Chapter 10:
Conclusion
Trends to Watch
Legislation and Regulation
Taxation
The Corporate Carousel
International Online
The Global Marketplace
Global How-To
International Resources
Back to Basics
The Customer Is the Measure of All Things
Sell More Than Air
Plan Before You Program
Apply Existing Marketing Know-How to Online Efforts
Integrate Online Marketing with Other Business Activities
Have Fun
Appendix A
Appendix B
Appendix C
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