NetResults.2 : best practices for web marketing

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Title:

Publication Information:

Indianapolis, Ind. : New Riders, 2001

ISBN:

9780735710245

Subject Term:

Internet marketing

Internet (Computer network)

Added Author:

Bruner, Rick E.

Available:*

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ JB	30000004558536	HF5415.1265 N48 2001	Open Access Book	Book	Searching... Unknown

With the dot-com revolution, an entire new breed of book--the technology/commerce title has emerges as the pioneer s guide. Discounting the initial-sales spike for this title, demand for Net Results has been growing, particularly over the last 14 months (coinciding with the increased attention paid to e-commerce). Net Results has received superlative reviews (see the book s Amazon webpage reviews as an example); the consistent theme in the comments is that the book is comprehensive; full of real-world advice; written by authorities of exceptional qualification; and has advice that is not easily outdated, reflecting an impressive understanding of and vision for web marketing issues of the near future. Simply: Net Results is a proven winner. This book is a walking tour of what to do and what to avoid, hosted not by a professional writer (as many competitive titles are), but by experts who rely on their own advice for continued success in their own dot-com businesses.

Author Notes

Rick E. Bruner is Vice President of interactive marketing research at IMT Strategies, an e-business strategic advisory firm. Prior to co-founding IMT Strategies, Mr. Bruner was President of Executive Summary, a Web marketing strategy consulting company. In addition, he is an internationally renowned speaker on Internet marketing topics at conferences. Leland Harden is Executive Vice-President of business development and strategy at GiftCertificates.com. He co-founded Cybernautics, a pioneering Web marketing firm acquired by MarchFirst. He is an internationally recognized authority on online marketing and appears regularly as an Internet expert at conferences and on radio and television. Bob Heyman is founder and principal of New Canoe, a relationship marketing firm based in Sausalito, CA that creates and implements customer development and brand loyalty strategies for clients that include abc.com and NEC. New Canoe is part of the Catenas network of international companies. A widely recognized expert on e-marketing, Mr. Heyman co-founded Cybernautics, where he is credited with developing the field of Internet audience development.

Introduction	p. 1
The More E-Business Changes, the More It Stays the Same	p. 1
Why You Should Read This Book	p. 2
Part I Get the Site Right: Web Fundamentals
1 Return on Investment Goals	p. 9
Getting to Know ROI	p. 10
Old ROI versus New ROI	p. 11
Six Useful Online ROI Models	p. 13
Brand-Building	p. 14
Lead Generation	p. 17
Online Sales (E-Commerce)	p. 20
Customer Support	p. 22
Market Research	p. 24
Content Services	p. 26
Resources	p. 31
Recommended Reading	p. 32
2 Web Value Propositions	p. 35
Interactivity	p. 38
What Can I Do for You?	p. 38
Participatory Marketing	p. 40
Free Focus Groups	p. 41
Personalization	p. 42
Technographics	p. 42
User-Driven Environments	p. 44
Personalization Software	p. 45
Privacy	p. 46
Opt-In or Opt-Out?	p. 47
Infocentric Design	p. 48
Considered Purchases	p. 49
Staple Goods	p. 51
Instantanity and Impulse Buying	p. 52
Real-Time Excitement	p. 52
Measurability	p. 54
Stats for Consumers	p. 54
Stats for Marketers	p. 55
Room for Improvement	p. 56
Flexible Design	p. 57
Consumer Convenience	p. 57
Interlinked Design	p. 59
Think Web, Not Strand	p. 59
Gateway Content	p. 62
Link Partnerships and Affiliations	p. 63
Linking Netiquette	p. 64
Economical Design	p. 65
Resources	p. 67
3 Design Optimization	p. 69
Design for the Lowest Common "Technical" Denominator	p. 70
Rich Media in Your Mix	p. 71
The Modem Factor	p. 73
The Monitor Majority	p. 76
Maximizing for Multiple Browser Platforms	p. 78
"Gratuitous Digitalization" and Plug-Ins	p. 79
Consistent, Intuitive Navigation	p. 82
Rich Media and ROI	p. 85
Resources	p. 88
Recommended Reading	p. 88
Case Study 1 GiftCertificates.com: Refining Usability	p. 91
Making Every Pixel Count	p. 93
4 Using Domain Names to Build Your Brand	p. 97
Make It Memorable	p. 101
Picking Unique Domain Names	p. 103
Cover Your Assets	p. 110
The Domain Name Game	p. 111
No Dessert Till You've Registered Your Variables	p. 112
Be First to Register Product Names	p. 114
Don't Forget to Renew	p. 116
The Politics of Domains	p. 116
The Players: InterNIC, NetSol, ICANN, and Friends	p. 116
The Impending Rush for New TLDs	p. 118
Domain Brokers	p. 120
Domain Disputes	p. 121
Stay Tuned...	p. 124
Resources	p. 125
Part II Audience Development
5 Find and Be Found: Strategies for Search Engines and Directories	p. 131
Search Engines	p. 133
Directories	p. 133
Register Your Site	p. 135
Don't Wait to Be Found	p. 136
Follow Your Browser to the Leaders	p. 137
Optimize Your Ranking	p. 138
Guides: Loyal to Surfers, Not Webmasters	p. 139
Avoid Dead-End Links	p. 147
General Submission Guidelines	p. 149
Yahoo!	p. 150
Consider the Cool Factor	p. 150
Know Your Sub-Category	p. 150
Forget About the ABCs	p. 151
Use the Express Lane	p. 152
Specialty Directories	p. 152
Quality Prevails	p. 153
Resources	p. 154
6 Word of Web: Email, Permission, and Viral Marketing	p. 157
Email Marketing without Tears	p. 158
Cost Comparisons and ROI	p. 159
"Permission" Email Marketing	p. 161
Creating Online Email Campaigns	p. 168
Keep Your Mail from Becoming Spam	p. 172
Viral Marketing in NaturalWeb Communities	p. 175
Audience "Advocates" and Private Email	p. 175
Usenet and Listservs	p. 176
Thou Shalt Not Spam	p. 177
Find the Right Audience	p. 178
Free Mailing Lists (Listservs)	p. 180
Finding Lists	p. 180
Guerrilla Marketing Through Online Groups	p. 181
Lurk and Learn	p. 182
Befriend Moderators	p. 183
Tips on Signatures	p. 183
Viral Marketing on Commercial "Gateway" Communities	p. 184
MSN, CompuServe, and the Others	p. 186
Open Portals and Business Vortals	p. 187
Web Discussion Boards, Web Site Forums, and Live Chats	p. 190
Resources	p. 191
Tips on Netiquette	p. 191
Anti-Spam	p. 191
Email Marketing Vendors	p. 192
Other Resources	p. 192
Case Study 2 Alkami BioSystems: Bootstrap Marketing for BioTech	p. 195
7 Building Online Audiences: Affinity Sites and Affiliate Programs	p. 199
Affinity Sites: Partnering For Free Inbound Links	p. 201
Complements, Not Competitors	p. 202
Uber-links	p. 203
Real Value of Free Links	p. 204
Where to Find Affinity Sites	p. 204
Tracking Inbound Links	p. 207
Paying for Links and Traffic: Affiliate Programs	p. 208
Hold on a Minute!	p. 211
Outsource or In-House?	p. 211
Finding Affiliates; When Affiliates Find You	p. 213
Bagging the Big Ones	p. 216
Care and Feeding	p. 218
Resources	p. 221
Useful Tools	p. 221
Services	p. 221
Announcement Sites	p. 223
Case Study 3 Small Business Depot: The Value of Good Company	p. 225
8 Media Savoir-Faire: Public Relations for a Digital Age	p. 229
Understanding the Press	p. 231
With Friends Like These...	p. 232
Personalize, Don't Commoditize	p. 234
Become a Source	p. 235
The Personal Touch	p. 236
How to Find Contact Addresses	p. 236
Media Directories	p. 238
Telephone Etiquette	p. 239
Quality Time	p. 239
Editorial Calendars	p. 240
Planning News Announcements	p. 241
Timing	p. 241
Non-Disclosure Agreements (NDAs) and Embargoes	p. 242
Pre-Briefing in the Online Era	p. 244
Pitch on Fridays or Mondays	p. 245
Understand News	p. 245
What Isn't News?	p. 246
What Is News?	p. 247
The Model Press Release	p. 250
Death to Buzzwords	p. 251
Component Parts	p. 252
An Example of an Effective Press Release	p. 255
Disseminating Your Press Release	p. 257
The Wire	p. 257
Individual Distribution	p. 259
Formatting for Email	p. 260
Press Kit Basics	p. 262
Corporate Fact Sheet	p. 262
Executive Biographies	p. 263
Press Releases Digest	p. 263
Graphics	p. 264
Product Descriptions/White Paper	p. 264
Customer/Analyst References	p. 264
Frequently Asked Questions	p. 264
Reprinted News Stories	p. 265
Other Publicity Opportunities	p. 265
Speaking Opportunities	p. 265
Opinion Pieces	p. 265
Web 'Zines and Email Newsletters	p. 266
Call-In Radio Shows	p. 267
Video News Releases (VNRs) and B-Roll	p. 267
Resources	p. 269
Sites and Services	p. 269
Books	p. 269
9 Paid Media: Making Dollars and Sense with Web Advertising	p. 273
Why Advertise Online?	p. 274
Impressions, Clicks, and Conversions: Conflicting Measures	p. 274
Scaleable and Complementary to Audience Creation	p. 277
Online Ad Objectives	p. 278
Branding	p. 278
Direct Response Through Clicks and Conversions	p. 284
Types of Online Ads	p. 291
Within the Banner	p. 291
Interstitials	p. 296
Sponsorships	p. 297
Synergies with TV and Print	p. 302
Personalization Technologies and Target Marketing	p. 303
Content	p. 304
Technographic	p. 305
Demographic	p. 306
Geographic	p. 309
Psychographic/Behavioral	p. 310
Into the Future	p. 311
Resources	p. 312
Associations	p. 312
Online Advertising News	p. 312
Ratings and other Services	p. 313
Discussion Groups	p. 314
Other Resources	p. 315
Appendix Internet Resources	p. 317
Disclaimer	p. 317
Internet Guides, Histories, and Glossaries	p. 317
Growth and Usage of the Web and Internet	p. 318
Search, Directory, and Listing Services	p. 318
Official Internet Bodies and Lobby Groups	p. 319
Online Marketing Resources	p. 319
Internet and Online Marketing News	p. 321
Software and Online Service Companies	p. 322
General News, Business, Entertainment, and Culture	p. 324
Examples of Marketing and E-Commerce Sites	p. 326
Internet Market Research Groups	p. 327
Index	p. 327

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Summary

Summary

Author Notes

Table of Contents