Product Description

Marketing using the internet has swept through the advertising industry and companies alike. It provides a level of immediacy, personalization and accountability that traditional media is unable to deliver. Its effectiveness at reaching the customer has lead to a phenomenal growth that is set to continue for the foreseeable future.
This book illustrates how to create an online media plan and deliver it through a focused marketing mix. It offers inside industry knowledge on search engine optimization, pay per clieck advertising, rich media advertising, email makreting, viral marketing and affiliate marketing as well as indirect methods like social netowrks and blogs. The book is a pratical resource that is packed with facts and tips to help the reader understand and effectively use these modern marketing techniques.
Online marketing is written by the principals of Imano, a London and New York based agency with ten years' experience, at the forefront of online marketing working with a range of clients from successful ecommerce companies to global airlines, and follows their successful book 7 Habits of Successful Ecommerce Companies.

Product Details

• Amazon Sales Rank: #357245 in Books
• Published on: 2005-11-20
• Original language: English
• Binding: Paperback
• 114 pages

From the Publisher
Online marketing has seen a substantial growth over the past 5 years with spending predicted to reach $23bn in the US by 2010.
Compared to TV and radio, online marketing is a relatively new medium and there is substantial experimentation as companies learn what works for them and the industry as a whole.
Online marketing has a level of immediacy, personalization and accountability that much traditional media is unable to deliver. Newer channels such as search engine marketing are changing the marketing landscape as traditional agencies and customers alike are trying to ‘get digital’. Online marketing has the scope to deliver truly innovative campaigns that are individually targeted and add value to any brand. As the industry evolves and delivers superior results more and more money is moved away from traditional advertising to online.
With 10 years experience, Imano have been at the forefront of online marketing working with successful ecommerce companies to global airlines. We wanted to provide a structured resource that encapsulated our knowledge and experience whilst providing a simple guide that will help both the novice and experienced online marketer. We have left the intricacies of branding and CRM to other books that can deliver on the subject better. We know that online marketing is a fast changing field and that this book may soon be out of date but until then it remains our best resource. Due to the nature of online marketing, some of the marketing options like organic search engine optimization are technically challenging whilst email marketing will feel familiar to the traditional direct marketer. We have looked at media planning, pay per click and organic search engine optimization, email marketing, affiliate marketing, viral marketing, Rich Media advertising and social marketing. We have also dedicated a chapter to analytics which is the measurement and analysis of online marketing activity.
The future of marketing may be all turning online from electronic billboards to digital paper and with IPTV (TV through broadband connections on phone lines) already here the platform for the future of online marketing is already apparent.

Customer Reviews

You can get this stuff for free by reading blogs
Having read this book in little over an hour I get the impression the authors were in the pub one sunday afternoon and after a couple of beers one of them came up with the idea of writing a book about online marketing.

They decided to cover a number of subjects and just started writing using a paper and pen borrowed from the pub landlord. Unfortunately they didn't spend much time on each section, and consequently didn't go into much depth. Coming up with material was easy - it was all stuff they'd previously found on the internet free of charge.

Then one of them came up with the great money saving idea of self-publishing and not bothering with a proof reader - at least that's what it seems as the book is littered with spelling and grammatical errors and poorly constructed sentences.

If you want a brief overview of online marketing and can't be bothered to look elsewhere then buy this book.

If you have the time to read a few blogs then don't buy this book - most of the material is easily found on the internet for free.

If you are a pedant, and errors in books frustrate you, then avoid this book at all costs.

Very disappointing
It's a very short book and I had hoped for a little more depth and as such I am a little puzzled as to who would benefit from reading it.

It covers a lot of aspects of online marketing without ever getting into the kind of detail that I wanted. It almost feels like a glossary that can be used by someone who is about to attend an online marketing meeting but fears the topics may be a little over their head.

I agree with a previous reviewer: there isn't anything in here that can't be found very quickly on many blogs.

It may pass a bit of time on a train journey to work ahead of a meeting, but there's little else unfortunately. You'd be much better off buying some other books on a more specific area of the online marketing mix.

My recommendations are:

Web Analytics An Hour a Day - Avinash Kaushik
Call To Action - Bryan Eisenberg
Don't Make Me Think - Steve Krug

There are many other important books out there but I think they are the best start for any aspiring online marketer who wants to understand how to measure your changes, improve conversion and create actionable insights into the way your e-commerce site really works.

A great insight into online marketing
Is this book for the advanced online marketer - maybe not (but is any book going to be?). It is easy to read, it isn't too basic and is great insight into all the online marketing areas. You can read the whole thing in just over an hour.

I value a book on the practical knowledge it can give me, which I can use straight away.
Specifically, I didn't realise that that Google got data from the Google toolbar (get all your staff to install it). I also didn't realise that registering my domain name for 10 years could improve my search rankings. And I didn't consider my customers `stage in buying process' when doing my PPC ads. Some of this stuff I could have found on the internet (if I knew what to search for) but having it all in one place is more than worth the money.