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Book 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.
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.
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.
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.
Inside This Book
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First Sentence
Media planning forms the basis of any online marketing activity and allows you to build campaigns to reach your target audience and measure results against your objectives. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Back Cover
Media planning forms the basis of any online marketing activity and allows you to build campaigns to reach your target audience and measure results against your objectives. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Back Cover
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What Do Customers Ultimately Buy After Viewing This Item?
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46% buy the item featured on this page: Online Marketing: Online Media Planning, Pay Per Click Search Marketing, Organic Search Engine Optimization, Email Marketing, Affiliate Marketing, ... Marketing, Social Networks and Analytics £11.66 |
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15% buy Search Engine Optimization: An Hour a Day £10.98 |
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14% buy Digital Marketing: Strategies for Online Success £4.99 |
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14% buy The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly (New ... & PR: How to Use Social Media, Blogs,) £8.38 |
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