Tài liệu 3G Marketing on the Internet docx

Susan Sweeney, C.A. Andy MacLellan Ed Dorey 3G Marketing on the Internet S E V E N T H E D I T I O N Third-Generation Internet Marketing Strategies for Online Success Over 39,000 copies sold! Your Best Single Source for Internet Marketing Success 3G Marketing on the Internet, Seventh Edition, is the freshly updated “bible” of the Internet business world. Whether you are starting a small business or managing the online initiatives for a Fortune 500 corporation, this book will help you succeed. No other book so effectively spans the range of knowledge you need to make informed online business decisions. 3G Marketing on the Internet starts by catching you up on what’s hap- pening online today, helping you focus inward to define your online objectives—early in the planning process. The book then explains how to develop and execute a marketing program to achieve or surpass those objectives. You will learn to build a mutually beneficial online relationship with your audience through proven methods including link strategies, search advertis- ing, affiliate marketing, RSS, blogging, podcasting, mobile marketing viral marketing, autoresponders, VOIP, and many more. This new Seventh Edition has been fully updated to include the latest changes in the online marketing arena. Each book comes with a password for accessing the “members’ only” companion web site which provides the latest Internet marketing news, expanded information, and online resourc- es. If you are looking for success in the Internet marketing world, this is your book. Read it, refer to it, incorporate its ideas online, and watch your success rate soar! $29.95 US ($40.95 Canada) Computers Distributed by Independent Publishers Group (IPG) 605 Silverthorn Road Gulf Breeze, FL 32561 (850) 934-0819 www.maxpress.com This Book Will Help You: • Start or Expand your busi- ness through the Internet • Evaluate and improve the effectiveness of your Web site • Use Web statistics to monitor and improve your site • Promote your Web site online and off • Improve your search engine ranking • Stay current through the “members only” compan- ion Web site About the Authors Susan Sweeney, CA, is a partner in VERB Interactive and a renowned industry expert, consultant and speaker on Internet marketing topics. She is the author of other leading books including 101 Ways To Promote Your Web Site. She has also developed the Internet Marketing Boot Camp, seminars, and e-books related to Internet marketing. Susan lives in Bedford, Nova Scotia. Andy MacLellan is a partner in VERB Interactive, a respected interactive marketing firm. He has many years’ experience in crafting effective online market- ing strategies that consistently deliver results for a prestigious list of clients. Andy lives in Halifax, Nova Scotia. Ed Dorey is a partner in VERB Interactive. He brings nearly a decade of experience in finding one-of-a-kind Internet marketing solutions, perfecting existing concepts, and making sure clients achieve or surpass their online marketing goals. Ed lives in Halifax, Nova Scotia. 3 G Ma r keting on the Internet Seventh Edition Sweeney | MacLellan | Dorey Maximum Press 3G Marketing on the Internet Other Titles of Interest From Maximum Press More IBM-Related Books • Building an On Demand Computing Environment with IBM • IBM Software for e-business on demand • Exploring IBM ~ pSeries • Exploring IBM ~ iSeries • Exploring IBM ~ xSeries • Exploring IBM ~ zSeries • and many more… Top e-business Books • 101 Ways to Promote Your Web Site • Business-to-Business Internet Marketing • Marketing on the Internet • and many more… Special Offers From IBM and other “Exploring IBM” team members For more information go to www.maxpress.com/ibmpromo1 or e-mail us at moreinfo@maxpress.com 3G Marketing on the Internet Seventh Edition Third Generation Internet Marketing Strategies for Online Success Susan Sweeney Andy MacLellan Ed Dorey MAXIMUM PRESS 605 Silverthorn Road Gulf Breeze, FL 32561 (850) 934-0819 www.maxpress.com Publisher: Jim Hoskins Manager of Finance/Administration: Joyce Reedy Production Manager: Gina Cooke Cover Designer: Lauren Smith Copyeditor: Ellen Falk Proofreader: Kathy Lord Indexer: Susan Olason Printer: P.A. Hutchison This publication is designed to provide accurate and authoritative information in regard to the sub- ject matter covered. It is sold with the understanding that the publisher is not engaged in rendering professional services. If legal, accounting, medical, psychological, or any other expert assistance is required, the services of a competent professional person should be sought. ADAPTED FROM A DECLARATION OF PRINCIPLES OF A JOINT COMMITTEE OF THE AMERICAN BAR ASSO- CIATION AND PUBLISHERS. Copyright 2006 by Maximum Press. All rights reserved. Published simultaneously in Canada. Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without the permission of the copyright owner is unlawful. Requests for permission or further information should be addressed to the Permissions Department, Maximum Press. Recognizing the importance of preserving what has been written, it is a policy of Maximum Press to have books of enduring value published in the United States printed on acid-free paper, and we exert our best efforts to that end. Library of Congress Cataloging-in-Publication Data Sweeney, Susan, 1956- 3G marketing on the internet : third generation internet marketing strategies for online success / Susan Sweeney, Ed Dorey & Andy MacLellan.— 7th ed. p. cm. Includes index. ISBN 1-931644-37-3 (pbk.) 1. Internet marketing. 2. Internet advertising. 3. Electronic commerce. I. Title: Three G marketing on the internet. II. Dorey, Ed, 1976- III. MacLellan, Andy, 1979- IV. Title. HF5415.1265.S92 2006 658.8’72—dc22 2005033908 Disclaimer The purchase of computer software or hardware is an important and costly business decision. While the author and publisher of this book have made reasonable efforts to ensure the accuracy and timeliness of the information contained herein, the author and publisher assume no liability with respect to loss or damage caused or alleged to be caused by reliance on any information contained herein and disclaim any and all warranties, expressed or implied, as to the accuracy or reliability of said information. This book is not intended to replace the manufacturer’s product documentation or personnel in determining the specifications and capa- bilities of the products mentioned in this book. The manufacturer’s prod- uct documentation should always be consulted, as the specifications and capabilities of computer hardware and software products are sub- ject to frequent modification. The reader is solely responsible for the choice of computer hardware and software. All configurations and ap- plications of computer hardware and software should be reviewed with the manufacturer’s representatives prior to choosing or using any com- puter hardware and software. Trademarks The words contained in this text which are believed to be trademarked, service marked, or otherwise to hold proprietary rights have been desig- nated as such by use of initial capitalization. No attempt has been made to designate as trademarked or service marked any personal computer words or terms in which proprietary rights might exist. Inclusion, exclu- sion, or definition of a word or term is not intended to affect, or to ex- press judgment upon, the validity of legal status of any proprietary right which may be claimed for a specific word or term. Your “Members Only” Web Site The Internet world changes every day. That’s why there is a companion Web site associated with this book. On this site you will find updates to the book and other Internet marketing resources of interest. However, you have to be a member of the “3G Marketing on the Internet Insiders Club” to gain access to this site. When you purchased this book, you automatically became a member (in fact, that’s the only way to join), so you now have full privileges. To get into the “Members Only” section, go to the Maximum Press Web site located at www.maxpress.com and follow the links to the companion Web site for “3G Marketing on the Internet” section. When you try to enter, you will be asked for a user ID and password. Type in the following: • For your user ID, enter: 3gmarketing • For your password, enter: lucia You will then be granted full access to the “Members Only” area. Visit the site often and enjoy the updates and resources with our compliments—and thanks again for buying the book. We ask that you not share the user ID and password for this site with anyone else. Table of Contents vii Table of Contents Chapter 1: Industry Overview—A Look at the Internet 1 Consumers and the Internet . 2 How Big Is the Internet Population? . 2 The Internet as a Way of Life 3 I Want What I Want and I Won’t Have It Any Other Way 5 Embracing Broadband . 7 Evolving Technology 8 Business and the Internet . 10 Advertising Online . 10 Resources for Research 12 Closing Comments . 14 Chapter 2: Understanding Your Environment 17 Long Term Planning and Your Web Site Strategy . 18 Understanding Your Objectives . 19 Identifying Your Target Market . 21 Understanding the User 22 What Exactly Are You Promoting? 24 Extending the Reach of Your Brand Online . 25 Consistently Positioning Your Offerings 26 Learn From Your Customers 27 Staying on Top of the Competition 28 Being Aware of the Macro and Micro Environmental Landscape 29 Determining Your Budget 30 Chapter 3: Internet Marketing Techniques 33 Search Engine—Organic Optimization 35 The Importance of Your Link Strategy . 38 Strategy 1 . 38 Strategy 2 . 39 vii viii 3G Marketing on the Internet Internet Advertising . 41 Rich Media Advertising . 42 Size and Placement . 43 Search Advertising . 43 Contextual Advertising 47 Behavioral Advertising . 49 Measurement and Accountability . 50 Affiliate Marketing 51 RSS 54 Blogging . 57 Podcasting/Videocasting 60 Mobile Marketing 62 Viral Marketing . 66 Autoresponder Marketing . 68 Permission-Based E-mail Marketing 69 VOIP . 70 Chapter 4: Starting with the Foundation—Your Web Site 73 Twenty Reasons You Need a Web Site for Your Business 74 Know the Purpose of Your Web Site 77 Lead Generation 77 Online Sales . 79 Don’t Start Without a Plan 80 The Q2C Model—The Genetics of a Great Web Site . 80 Strong Creative Design and Branding 81 Well-Executed Navigation and Information Structure . 83 Quality Content . 84 Convenient Functionality and Engaging Interactivity . 85 Eight Strategic Steps to Developing a Successful Web Site . 89 Making the Right Choices . 91 Chapter 5: Campaign Execution 93 Working With the Right Channels . 94 Making Sure You Score Before You Shoot— Campaign Preparation . 97 Action Item #1: Campaign Foundation 97 Action Item #2: Matching the Message With the Desire 98 Action Item #3: Make Sure All the Tools Are in Place . 99 Table of Contents ix Action Item #4: Monitor, Evaluate, and Modify 102 Consistency Is Key! 103 Developing a Winning Landing Page . 104 Tips for Creating Landing Page Content . 104 Tips for Planning the Layout of Your Landing Page 107 Proper Landing Page Execution 110 Making PPC Campaigns Work for You . 114 Strategically Select Your Keywords 117 Understand Your Customers 118 Don’t Use Your Budget So Quickly . 119 Geo-Targeting Your Campaigns . 120 Use Landing Pages . 120 Target Your Customers by Dayparting 121 Getting Noticed in the World of Spam . 121 In-house Versus Outsource E-mail Marketing . 124 Working With the Right Tools . 126 Designing Effective E-mail Promotions 132 Integrating Your Strategy . 135 Building Your Opt-in Database . 136 Learn More About Your Customers . 137 Chapter 6: Web Analytics—Learn from the Past, Change the Future 139 Web Analytics Defined . 140 Qualitative Studies . 142 Quantitative Studies 142 Key Performance Indicators . 142 Common Measurements of Performance . 142 Click-Through Rate . 143 Unique Visitors 143 Time Spent . 143 Click Stream Analysis 144 Single-Page Access . 144 Total Sales, Leads Generated, or Desired Action Taken . 144 Customer Conversion Ratio . 144 Cost per Customer or Customer Acquisition Cost . 145 Net Dollars per Visitor 145 Cost per Visitor 145 Average Order Size 145 Items per Order . 146 Shopping Cart and Form Abandonment 146 [...]... of the differences in the target market of the U.S Internet user base Everyone is different Remember that Localization and personalization in a customer-driven environment can increase the effectiveness of your online efforts because you’re giving the customers what they want and you’re treating them like the unique individuals they are The Internet is changing consumer behavior One need look no further... people will sooner e-mail the person sitting next to them than turn around and talk How Big Is the Internet Population? The year 2005 has seen the Web grow more than any other year—even more than in the dot com boom Supporting this, the Internet population is huge, reaching over a billion users worldwide The following chart from content on the ClickZ site titled “Population Explosion!” (http://www.clickz.com/stats/... closest to them, and buying online More knowledge means more power to the consumer! Use of the Internet for just about everything, including e-commerce, continues to grow and will continue to do so Privacy and security continue to be the big hurdles for consumers as they relate to making purchases online E-mail continues to be the “killer app” of the Web A smart business stays on top of changing consumer... personalize their experience too 6 3G Marketing on the Internet Different People Use the Internet in Different Ways Men are more likely than women to do these activities online Men Women Get news Buy travel services or make reservation Check sports scores and information Get political news Participate in online auction Create content for the Internet Download music files Buy/sell stocks, bonds, mutual... market to achieve the best results online The Internet as a Way of Life Here in North America, the Internet has truly become a component of daily life According to a survey conducted by Burst Media (http://www burstmedia.com/), the personal computer is quickly taking over in the home as the number one source for communications and entertainment For many, the personal computer is the first choice for... wireless subscriber population breaking through the 2 billion mark! Get ready for wireless Web for the masses Technology will continue to converge, blurring the lines between appliances As technology evolves, there will be more uses for the Internet and more points of connectivity for the consumer, helping to further ingrain online life into daily routine As a business, the evolution of technology presents... out the whole Internet thing—moving away from just telling people how great they are to offering their products and services online to a welcoming marketplace Technology continues to evolve with the explosion of the rich media consumption and wireless and mobile market growth as well as the promise of exponential growth in speed that will, in time, blow the doors off some of the barriers faced today The. .. happening online today as it relates to consumers, business, and technology The Internet has evolved into an essential place to do business, market a business, and provide customer service—and it has done so at an extremely rapid pace In this chapter we look at: • Consumers and the Internet 1 2 3G Marketing on the Internet • Evolving Technology • Business and the Internet • Resources for Research Consumers... Travel • Wireless 13 14 3G Marketing on the Internet You can subscribe to ClickZ to receive regular updates by e-mail MarketingVOX (http:// www.marketingvox.com)—Another awesome publication is MarketingVOX If you’re responsible in some fashion for online marketing in your organization, you should subscribe now to their newsletter or RSS feed for online marketing and e -marketing news W3Schools Browser Statistics... about the customer experience, and Audi knows what it takes to get people into the dealerships 16 3G Marketing on the Internet Figure 1.10 Audi’s Web site going into 2006 While we will not see a revolution in the heart of the Internet, we will continue to see rapid evolution that will open the door to new opportunities Some businesses choose to fight change, but successful businesses are the ones that . Source for Internet Marketing Success 3G Marketing on the Internet, Seventh Edition, is the freshly updated “bible” of the Internet business world. Whether you. Scotia. 3 G Ma r keting on the Internet Seventh Edition Sweeney | MacLellan | Dorey Maximum Press 3G Marketing on the Internet Other Titles of Interest