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Manager’s Guide to Online Marketing

Book Description

For busy managers, a comprehensive crash course on today’s most important marketing platform Online marketing has evolved far beyond just websites and banner ads. Increasingly, a business’s credibility now rests on its ability not to just embrace digital platforms, but to coordinate a broad spectrum of media in every campaign.Manager’s Guide to Online Marketing explains how to do this and more by planning and executing effective cross-channel digital outreach using an array of the latest, most sophisticated tools and strategies.Jason Weaver is a leading authority in social media with more than 15 years experience as an entrepreneur, executive, and innovator.

Table of Contents

  1. Cover Page
  2. Manager’s Guide to Online Marketing
  3. Copyright Page
  4. Contents
  5. Acknowledgments
  6. Introduction
  7. 1. Benefits of Effective Online Marketing
    1. Reduced Costs and Increased Efficiency
    2. Increased Awareness
    3. Improved Customer Service
    4. Product Innovation
    5. Manager’s Checklist for Chapter 1
  8. 2. Web 1.0: Search Engine Optimization and Marketing
    1. The Pioneers
    2. Amazon.com
    3. Search Engine Optimization
    4. Making the Most of SEO
    5. Search Engine Marketing, aka Pay-per-Click
    6. Landing Pages
    7. Affiliate Marketing Programs
    8. Manager’s Checklist for Chapter 2
  9. 3. Social Media (Web 2.0)
    1. The Pioneers
    2. Social Media Marketing Strategies
    3. Earned vs. Paid Media
    4. Podcasts and RSS Feeds
    5. Quick Response Codes
    6. Manager’s Checklist for Chapter 3
  10. 4. Personal Branding
    1. Establishing Yourself as an Expert
    2. Blogs and Microblogging
    3. Building Fans and Followers
    4. Automating Content
    5. Manager’s Checklist for Chapter 4
  11. 5. Planning
    1. Researching Your Online Audience
    2. Resource and Staff Planning
    3. Budgeting for Online Marketing
    4. Building an Online Editorial/Event Calendar
    5. Tying Offline Efforts to Online Strategies
    6. Manager’s Checklist for Chapter 5
  12. 6. External Online Engagement
    1. Identifying Your Influencers
    2. Garbage In, Garbage Out
    3. Socializing Your Existing Website
    4. Online Tools (Free and Paid)
    5. Measuring Return on Investment
    6. Epic Failure: What Not to Do
    7. Manager’s Checklist for Chapter 6
  13. 7. Internal Online Engagement
    1. Setting Up a Company Intranet
    2. Developing an Online Media Room
    3. Measuring Internal Engagement
    4. Sync Your Intranet Objectives with Your Corporate Strategy
    5. Make Intranets Relevant
    6. Manager’s Checklist for Chapter 7
  14. 8. Social Commerce
    1. Making a Sale Using Social Commerce
    2. Attracting Two Types of Leads with Social Media
    3. Tying Your Impact to Sales
    4. Deploying Your Evangelists
    5. Leveraging Your Existing Digital Investments
    6. Manager’s Checklist for Chapter 8
  15. 9. Effective Tactics Based on Business Type
    1. Business-to-Consumer Marketing
    2. Business to Business
    3. Cultivating Brand Advocates
    4. Manager’s Checklist for Chapter 9
  16. 10. Establishing Brand Control
    1. Who Should Create Your Social Media Policy?
    2. Legal Issues and Site Policies
    3. Regulating External Communication
    4. Monitoring Your Brand
    5. Manager’s Checklist for Chapter 10
  17. 11. The Future of Web Marketing
    1. Gamification
    2. Virtual Worlds and Social Game Advertising
    3. Dynamic Content Generation and Targeting
    4. Location-Based Marketing
    5. Manager’s Checklist for Chapter 11
  18. 12. Staying Ahead of the Curve
    1. Maneuverability: Don’t Build on Rented Land
    2. Resources for Staying up to Speed
    3. Manager’s Checklist for Chapter 12
  19. Index