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eMarketing: The Essential Guide to Online Marketing

Table of contents
Chapter One. Introduction to eMarketing
1.1 - Introduction
1.2 - A Brief Timeline in Internet Development
1.3 - It’s All about Being Connected!
1.4 - How Do People Access the Internet?
1.5 - References
Chapter Two. E-mail Marketing
2.1 - Introduction
2.2 - History
2.3 - How It Works
2.4 - Nine Steps to Executing an E-mail Campaign
2.5 - References
Chapter Three. Online Advertising
3.1 - Introduction
3.2 - How It Works
3.3 - How to Show Your Message
3.4 - How to Pay
3.5 - Ad Servers and Advertising Networks
3.6 - Putting It All Together
3.7 - The Advantages of Online Advertising
3.8 - Disadvantages of Online Advertising
3.9 - Case Study: BMW South Africa
3.10 - References
Chapter Four. Affiliate Marketing
4.1 - Introduction
4.2 - How It Works
4.3 - Tracking: The Lifeline of Affiliate Marketing
4.4 - When Things Go Wrong
4.5 - How Do Affiliates Promote Merchants?
4.6 - Affiliate Networks
4.7 - Tools of the Trade
4.8 - Setting Up a Campaign
4.9 - Pros and Cons
4.10 - Case Study: Prezzybox.com
4.11 - References
Chapter Five. Search Engine Marketing
5.1 - Introduction
5.2 - Search Engine Optimization
5.3 - References
Chapter Six. Search Engine Optimization
6.1 - Introduction
6.2 - How It Works
6.3 - Well-Researched Key Phrases
6.4 - Optimizing Content for Key Phrases
6.5 - Link Popularity
6.6 - Emerging Trends
6.7 - Case Study: Yachting Partners International
6.8 - References
Chapter Seven. Pay per Click Advertising
7.1 - Introduction
7.2 - How It Works
7.3 - Keywords and Match Types
7.4 - Planning and Setting Up a Campaign
7.5 - Online Comparison Engines
7.6 - Pros and Cons
7.7 - Case Study: Southern Sun
7.8 - References
Chapter Eight. Social Media
8.1 - Introduction
8.2 - How It Works
8.3 - Content Sharing: Create and Share
8.4 - Crowdsourcing: Unleashing the Power of the Online Community
8.5 - Creating Content and Opinion: Blogging and Podcasting
8.6 - Social Media and Marketing: Rules of Engagement
8.7 - Case Study: FNB and Idea Bounty
8.8 - References
Chapter Nine. Crowdsourcing
9.1 - Introduction
9.2 - How It Works
9.3 - The Bigger Picture
9.4 - Case Study: Peperami
9.5 - Reference
Chapter Ten. Viral Marketing
10.1 - Introduction
10.2 - How It Works
10.3 - Preparing to Go Viral
10.4 - Now What?
10.5 - Case Study: Firebox.com and Speedy Santa
10.6 - References
Chapter Eleven. Online Reputation Management
11.1 - Introduction
11.2 - The First Step: Monitor the Conversation
11.3 - The Second Step: Measure What’s Being Said by Whom
11.4 - The Third Step: Manage—Engaging In and Leading the Conversation
11.5 - The Fourth Step: Maximize—Evolve Your Strategy
11.6 - Ten Rules to Recover from an Online Brand Attack
11.7 - Case Study: Four South African Banks
11.8 - References
Chapter Twelve. Web Public Relations
12.1 - Introduction
12.2 - How It Works
12.3 - WebPR Tactics
12.4 - Press Releases: Optimized for Search and for Social Media
12.5 - Online Press Room
12.6 - Case Study: Pilkington Self-Cleaning Glass
12.7 - Reference
Chapter Thirteen. Web Site Development and Design
13.1 - Introduction
13.2 - Usability
13.3 - Search Engine Visibility
13.4 - Design
13.5 - Landing Pages
13.6 - Case Study: Wicked Uncle
13.7 - References
Chapter Fourteen. Online Copywriting
14.1 - Introduction
14.2 - How It Works
14.3 - Short Copy
14.4 - Long Copy
14.5 - Reference
Chapter Fifteen. Web Analytics and Conversion Optimization
15.1 - Introduction
15.2 - How It Works
15.3 - Tracking and Collecting Data
15.4 - Analyzing Data
15.5 - Case Study: Firefox 3
15.6 - References
Chapter Sixteen. Mobile Marketing
16.1 - Introduction
16.2 - Why the Mobile Phone?
16.3 - Mobile Phones: More than Phone Calls
16.4 - Short Message Service (SMS)
16.5 - Multimedia Message Service
16.6 - Mobile Web
16.7 - Case Study: Peugeot 107’s Break Free Campaign
16.8 - References
Chapter Seventeen. Customer Relationship Management
17.1 - Introduction
17.2 - Why Electronic Customer Relationship Management?
17.3 - Putting a Value on Customer Relationship Management
17.4 - Using Customer Relationship Management to Inform Your eMarketing Tactics
17.5 - Technology and Customer Relationship Management
17.6 - Case Study: Virtual Works and PG Glass
17.7 - References
Chapter Eighteen. Market Research
18.1 - Introduction
18.2 - Quantitative and Qualitative Research
18.3 - Primary and Secondary Research
18.4 - Online Surveys: Gathering Data
18.5 - Case Study: BrandsEye
18.6 - References
Chapter Nineteen. EMarketing Strategy
19.1 - Introduction
19.2 - The Internet and the Marketing Mix
19.3 - Developing a Marketing Plan
19.4 - EMarketing and Marketing
19.5 - Case Study: Barack Obama’s Strategic Use of the Internet
19.6 - References
eMarketing: The Essential Guide to Online Marketing
1st Edition
Saylor Academy
Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License
Table Of Contents
  • Introduction - Licensing Information
  • Chapter One - Introduction to eMarketing
    • 1.1 - Introduction
    • 1.2 - A Brief Timeline in Internet Development
    • 1.3 - It’s All about Being Connected!
    • 1.4 - How Do People Access the Internet?
    • 1.5 - References
  • Chapter Two - E-mail Marketing
    • 2.1 - Introduction
    • 2.2 - History
    • 2.3 - How It Works
    • 2.4 - Nine Steps to Executing an E-mail Campaign
    • 2.5 - References
  • Chapter Three - Online Advertising
    • 3.1 - Introduction
    • 3.2 - How It Works
    • 3.3 - How to Show Your Message
    • 3.4 - How to Pay
    • 3.5 - Ad Servers and Advertising Networks
    • 3.6 - Putting It All Together
    • 3.7 - The Advantages of Online Advertising
    • 3.8 - Disadvantages of Online Advertising
    • 3.9 - Case Study: BMW South Africa
    • 3.10 - References
  • Chapter Four - Affiliate Marketing
    • 4.1 - Introduction
    • 4.2 - How It Works
    • 4.3 - Tracking: The Lifeline of Affiliate Marketing
    • 4.4 - When Things Go Wrong
    • 4.5 - How Do Affiliates Promote Merchants?
    • 4.6 - Affiliate Networks
    • 4.7 - Tools of the Trade
    • 4.8 - Setting Up a Campaign
    • 4.9 - Pros and Cons
    • 4.10 - Case Study: Prezzybox.com
    • 4.11 - References
  • Chapter Five - Search Engine Marketing
    • 5.1 - Introduction
    • 5.2 - Search Engine Optimization
    • 5.3 - References
  • Chapter Six - Search Engine Optimization
    • 6.1 - Introduction
    • 6.2 - How It Works
    • 6.3 - Well-Researched Key Phrases
    • 6.4 - Optimizing Content for Key Phrases
    • 6.5 - Link Popularity
    • 6.6 - Emerging Trends
    • 6.7 - Case Study: Yachting Partners International
    • 6.8 - References
  • Chapter Seven - Pay per Click Advertising
    • 7.1 - Introduction
    • 7.2 - How It Works
    • 7.3 - Keywords and Match Types
    • 7.4 - Planning and Setting Up a Campaign
    • 7.5 - Online Comparison Engines
    • 7.6 - Pros and Cons
    • 7.7 - Case Study: Southern Sun
    • 7.8 - References
  • Chapter Eight - Social Media
    • 8.1 - Introduction
    • 8.2 - How It Works
    • 8.3 - Content Sharing: Create and Share
    • 8.4 - Crowdsourcing: Unleashing the Power of the Online Community
    • 8.5 - Creating Content and Opinion: Blogging and Podcasting
    • 8.6 - Social Media and Marketing: Rules of Engagement
    • 8.7 - Case Study: FNB and Idea Bounty
    • 8.8 - References
  • Chapter Nine - Crowdsourcing
    • 9.1 - Introduction
    • 9.2 - How It Works
    • 9.3 - The Bigger Picture
    • 9.4 - Case Study: Peperami
    • 9.5 - Reference
  • Chapter Ten - Viral Marketing
    • 10.1 - Introduction
    • 10.2 - How It Works
    • 10.3 - Preparing to Go Viral
    • 10.4 - Now What?
    • 10.5 - Case Study: Firebox.com and Speedy Santa
    • 10.6 - References
  • Chapter Eleven - Online Reputation Management
    • 11.1 - Introduction
    • 11.2 - The First Step: Monitor the Conversation
    • 11.3 - The Second Step: Measure What’s Being Said by Whom
    • 11.4 - The Third Step: Manage—Engaging In and Leading the Conversation
    • 11.5 - The Fourth Step: Maximize—Evolve Your Strategy
    • 11.6 - Ten Rules to Recover from an Online Brand Attack
    • 11.7 - Case Study: Four South African Banks
    • 11.8 - References
  • Chapter Twelve - Web Public Relations
    • 12.1 - Introduction
    • 12.2 - How It Works
    • 12.3 - WebPR Tactics
    • 12.4 - Press Releases: Optimized for Search and for Social Media
    • 12.5 - Online Press Room
    • 12.6 - Case Study: Pilkington Self-Cleaning Glass
    • 12.7 - Reference
  • Chapter Thirteen - Web Site Development and Design
    • 13.1 - Introduction
    • 13.2 - Usability
    • 13.3 - Search Engine Visibility
    • 13.4 - Design
    • 13.5 - Landing Pages
    • 13.6 - Case Study: Wicked Uncle
    • 13.7 - References
  • Chapter Fourteen - Online Copywriting
    • 14.1 - Introduction
    • 14.2 - How It Works
    • 14.3 - Short Copy
    • 14.4 - Long Copy
    • 14.5 - Reference
  • Chapter Fifteen - Web Analytics and Conversion Optimization
    • 15.1 - Introduction
    • 15.2 - How It Works
    • 15.3 - Tracking and Collecting Data
    • 15.4 - Analyzing Data
    • 15.5 - Case Study: Firefox 3
    • 15.6 - References
  • Chapter Sixteen - Mobile Marketing
    • 16.1 - Introduction
    • 16.2 - Why the Mobile Phone?
    • 16.3 - Mobile Phones: More than Phone Calls
    • 16.4 - Short Message Service (SMS)
    • 16.5 - Multimedia Message Service
    • 16.6 - Mobile Web
    • 16.7 - Case Study: Peugeot 107’s Break Free Campaign
    • 16.8 - References
  • Chapter Seventeen - Customer Relationship Management
    • 17.1 - Introduction
    • 17.2 - Why Electronic Customer Relationship Management?
    • 17.3 - Putting a Value on Customer Relationship Management
    • 17.4 - Using Customer Relationship Management to Inform Your eMarketing Tactics
    • 17.5 - Technology and Customer Relationship Management
    • 17.6 - Case Study: Virtual Works and PG Glass
    • 17.7 - References
  • Chapter Eighteen - Market Research
    • 18.1 - Introduction
    • 18.2 - Quantitative and Qualitative Research
    • 18.3 - Primary and Secondary Research
    • 18.4 - Online Surveys: Gathering Data
    • 18.5 - Case Study: BrandsEye
    • 18.6 - References
  • Chapter Nineteen - EMarketing Strategy
    • 19.1 - Introduction
    • 19.2 - The Internet and the Marketing Mix
    • 19.3 - Developing a Marketing Plan
    • 19.4 - EMarketing and Marketing
    • 19.5 - Case Study: Barack Obama’s Strategic Use of the Internet
    • 19.6 - References
Introduction
Licensing Information

This text was adapted by Saylor Academy under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work's original creator or licensor.

Saylor Academy would like to thank Andy Schmitz for his work in maintaining and improving the HTML versions of these textbooks. This textbook is adapted from his HTML version, and his project can be found here.

How to cite this work:

  • Publisher: Saylor Academy
  • Year Published: 2012

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