Web Marketing all-in-one for Dummies®

Web Marketing all-in-one for Dummies®

by Ian Lurie, Elizabeth Marsten, Michael Becker, John Arnold, Marty Dickinson
Released March 2009
Publisher(s): For Dummies
ISBN: 9780470413982

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Book description

Everyone's doing it — Web marketing, that is. Building an online presence is vital to your business, and if you're looking for Web marketing real-world experiences, look no farther than Web Marketing All-in-One For Dummies.

These eight minibooks break down Web marketing into understandable chunks, with lots of examples from an author team of experts. The minibooks cover:

  • Establishing a Web Presence

  • Search Engine Optimization

  • Web Analytics

  • E-Mail Marketing

  • Blogging and Podcasting

  • Social Media Marketing

  • Online Advertising & Pay-Per-Click

  • Mobile Web Marketing

Web Marketing All-in-One For Dummies shows you how to please both customers and search engines; track your performance; market with e-mail, blogs, and social media; and more. It's a one-stop guide to

  • Maximizing Internet potential for your business and ranking high in searches

  • Tracking how your ads, pages, and products perform

  • Managing pay-per-click ads, keywords, and budget, and developing marketing e-mails that customers actually want to read

  • Creating a blog or podcast that helps you connect with clients

  • Using social media outlets including StumbleUpon, Facebook, and Twitter

  • Leveraging mobile technology

  • Generating traffic to your site and writing ads that get clicks

Not only that, but Web Marketing All-in-One For Dummies includes a Google AdWords redeemable coupon worth $25 to get you started! Begin developing your Web site strategy and start marketing your business online today.

Table of contents

  1. Copyright
  2. About the Authors
  3. Authors' Acknowledgments
  4. Publisher's Acknowledgments
  5. Introduction
    1. About This Book
    2. What's in This Book
      1. Book I: Web Presence
      2. Book II: Search Engine Optimization
      3. Book III: Web Analytics
      4. Book IV: Online Advertising and Pay Per Click
      5. Book V: E-Mail Marketing
      6. Book VI: Blogging and Podcasting
      7. Book VII: Social Media Marketing
      8. Book VIII: Mobile Marketing
    3. Icons Used in This Book
  6. I. Web Presence
    1. 1. Internet Business Basics
      1. 1.1. Understanding the Internet Marketing Process
        1. 1.1.1. Step 1: Get in control
        2. 1.1.2. Step 2: Establish your products and services for sale
        3. 1.1.3. Step 3: Communicate your solution
        4. 1.1.4. Step 4: Build traffic to your Web site
        5. 1.1.5. Step 5: Become the recognized expert in your field
        6. 1.1.6. Step 6: Create a virtual sales force
        7. 1.1.7. Step 7: Power-partner with others for exponential sales growth
        8. 1.1.8. Moving ahead with the process
      2. 1.2. Planning Your Web Site Strategy
        1. 1.2.1. Defining your target customers and competition
        2. 1.2.2. Developing your Web site goals and budget
          1. 1.2.2.1. Start with your financial goals
          2. 1.2.2.2. Create traffic and conversion what-if scenarios
          3. 1.2.2.3. Calculate how much to spend per visitor
        3. 1.2.3. Knowing your limits
    2. 2. Making Money Online
      1. 2.1. Discovering the Ways to Make Money on the Internet
        1. 2.1.1. Promoting affiliate products
        2. 2.1.2. Monetizing traffic
        3. 2.1.3. Selling your own products and services
      2. 2.2. Assembling an Internet-Based Buying Process That Converts
        1. 2.2.1. Defining the components of an online transaction
          1. 2.2.1.1. The transaction page
          2. 2.2.1.2. The merchant account
          3. 2.2.1.3. The payment gateway
        2. 2.2.2. Shopping cart setup secrets
        3. 2.2.3. Answering important questions
      3. 2.3. Doubling or Tripling Your New Customer Revenue
        1. 2.3.1. Upselling
        2. 2.3.2. Cross-selling
        3. 2.3.3. Back-end selling
      4. 2.4. Generating Traffic
      5. 2.5. Creating Your Own Affiliate Program
        1. 2.5.1. Setting up affiliate tracking
        2. 2.5.2. Attracting affiliates
        3. 2.5.3. Training affiliates
      6. 2.6. Joint Venturing for Exponential Sales Growth
        1. 2.6.1. Getting your facts straight
        2. 2.6.2. Finding a joint venture host
        3. 2.6.3. Presenting your plan
          1. 2.6.3.1. Gather your presentation materials
          2. 2.6.3.2. Explain your value
    3. 3. Designing to Sell
      1. 3.1. Branding Your Look
        1. 3.1.1. Creating taglines and slogans
        2. 3.1.2. Developing a branded logo
        3. 3.1.3. Creating a consistent look with CSS
      2. 3.2. Styling Text on the Web
      3. 3.3. Using the Right Colors for Your Web Site
        1. 3.3.1. Considering what colors convey
        2. 3.3.2. Using Web-safe colors
        3. 3.3.3. Combining colors for your Web site
      4. 3.4. Adding High-Impact Photos
      5. 3.5. Laying Out Content on Your Web Pages
        1. 3.5.1. Evaluating layouts with a heat map application
        2. 3.5.2. Using the upper-right quadrant (URQ)
        3. 3.5.3. Inspiring action with the horizontal navigation bar
        4. 3.5.4. Choosing scrolling over clicking
        5. 3.5.5. Attracting attention with arrows, buttons, and more
        6. 3.5.6. Promoting specials in the right column
      6. 3.6. Completing the Web site Pre-Flight Checklist
      7. 3.7. Designing for Optimum Usability
        1. 3.7.1. Incorporating usability standards
        2. 3.7.2. Testing live for usability
    4. 4. Creating and Connecting Multiple Web Sites
      1. 4.1. Choosing a Traditional Web Site
        1. 4.1.1. Starting a traditional site from a design template
        2. 4.1.2. Checking out template providers
      2. 4.2. Creating a Blog
        1. 4.2.1. Introducing blogging tools
        2. 4.2.2. Setting up a WordPress blog
      3. 4.3. Getting Specific with Mini-Sites
      4. 4.4. Reaching for Traffic with Content Sites
      5. 4.5. Asking for Questions with an Ask Site
      6. 4.6. Managing a Membership Web Site
        1. 4.6.1. Defining a true membership Web site
        2. 4.6.2. Evaluating membership site types
        3. 4.6.3. Calculating your revenue potential
      7. 4.7. Managing Content with a Content Management System
        1. 4.7.1. Justifying Joomla!
        2. 4.7.2. Definitely Drupal
        3. 4.7.3. Considering an alternative CMS
      8. 4.8. Creating and Maintaining Web Site Content
    5. 5. Creating Exceptional Copy That Sells
      1. 5.1. Understanding the Elements of Effective Web Site Copy
        1. 5.1.1. Writing headlines with a hook
        2. 5.1.2. Proving that you're a real human being
        3. 5.1.3. Proving your solution does what you say it will do
        4. 5.1.4. Providing clear and easy calls to action
      2. 5.2. Driving Sales with Landing Pages
        1. 5.2.1. Creating educational content pages
        2. 5.2.2. Building your opt-in e-mail list with squeeze pages
        3. 5.2.3. Providing all the facts through sales pages
      3. 5.3. Writing Copy That Sells, Using The C.O.N.V.E.R.T. M.E. Formula
        1. 5.3.1. Captivate visitors with a headline that hooks
        2. 5.3.2. Offer reinforcement of your headline
        3. 5.3.3. Now address your visitors personally
        4. 5.3.4. Validate some facts
        5. 5.3.5. Expose your solution
        6. 5.3.6. Recapture visitors' attention
        7. 5.3.7. Test for action
        8. 5.3.8. Motivate by adding value and urgency
        9. 5.3.9. Energize visitors to buy
    6. 6. Encouraging Communication
      1. 6.1. Perfecting Your Form
        1. 6.1.1. Choosing the right contact form
        2. 6.1.2. Exploring opt-in form types
      2. 6.2. Adding a Tell-a-Friend Function to Your Pages
      3. 6.3. Considering Online Chat
      4. 6.4. Creating Audio for Your Web Site
      5. 6.5. Adding Professional, Homemade Video to Your Web Site
        1. 6.5.1. Getting started with video
        2. 6.5.2. Editing video
    7. 7. Getting Help with Your Web Presence
      1. 7.1. Recognizing the Skills You Need Help With
      2. 7.2. Choosing an Internet Service Provider
        1. 7.2.1. Finding good ISP candidates
          1. 7.2.1.1. Personal referrals
          2. 7.2.1.2. Elance
          3. 7.2.1.3. RentACoder
          4. 7.2.1.4. Craigslist
        2. 7.2.2. Interviewing and selecting the right ISPs
        3. 7.2.3. Attracting the best ISP
        4. 7.2.4. Deciding whether to outsource
        5. 7.2.5. Setting ISP expectations and measuring results
        6. 7.2.6. Nurturing a good ISP partnership
  7. II. Search Engine Optimization
    1. 1. Getting Ready for SEO
      1. 1.1. Understanding Why Search Engines Exist
      2. 1.2. Knowing What Makes a Web Site Relevant
      3. 1.3. Avoiding Penalties
      4. 1.4. Setting Up Your Toolbox
        1. 1.4.1. Downloading and installing Firefox
        2. 1.4.2. Installing add-ons
          1. 1.4.2.1. Adding and using SeoQuake
          2. 1.4.2.2. Adding and using Live HTTP Headers
          3. 1.4.2.3. Adding and using the Google Toolbar
          4. 1.4.2.4. Adding and using the Web Developer Toolbar
          5. 1.4.2.5. Adding and setting up Yellowpipe Lynx Viewer
        3. 1.4.3. Setting up and using Webmaster tools
          1. 1.4.3.1. Using Google Webmaster tools
          2. 1.4.3.2. Using Yahoo! Site Explorer
          3. 1.4.3.3. Using Live Webmaster tools
        4. 1.4.4. Installing Xenu Link Sleuth
      5. 1.5. Creating Your SEO Worksheet
    2. 2. Choosing the Right Keywords
      1. 2.1. Thinking Like Your Visitors
      2. 2.2. Understanding the Long Tail
      3. 2.3. Finding the Right Tools
        1. 2.3.1. Using keyword services
        2. 2.3.2. Working with the Google AdWords keyword research tool
        3. 2.3.3. Using Google Trends
        4. 2.3.4. Watching the news
        5. 2.3.5. Using your brain
      4. 2.4. Picking Great Keywords
        1. 2.4.1. Judging keyword relevance
        2. 2.4.2. Comparing competition and search volume
        3. 2.4.3. Checking demographics with adCenter Labs
        4. 2.4.4. Checking your industry with Google Insights
        5. 2.4.5. Testing with pay per click
      5. 2.5. Building Your Keyword List
      6. 2.6. Sizing Up the Competition
        1. 2.6.1. Finding your keyword competitors
        2. 2.6.2. Discovering your competitors' weaknesses
        3. 2.6.3. Ignoring your competition
    3. 3. Eliminating Search Engine Roadblocks
      1. 3.1. Ensuring Search Engine Visibility
        1. 3.1.1. Checking your robots.txt file
        2. 3.1.2. Checking for meta robots tags
        3. 3.1.3. Eliminating registration forms
        4. 3.1.4. Eliminating login forms
      2. 3.2. Providing a Way to Browse
      3. 3.3. Using Ajax and DHTML
      4. 3.4. Avoiding All-Flash Pages
      5. 3.5. Avoiding Client-Side Redirects
      6. 3.6. Checking Your Site Using the Web Developer Toolbar
      7. 3.7. Avoiding Duplicate Content
        1. 3.7.1. Finding duplicate content using Google
        2. 3.7.2. Linking to your homepage the right way
        3. 3.7.3. Using consistent URLs
      8. 3.8. Dealing with Broken Links
        1. 3.8.1. Finding broken links
        2. 3.8.2. Using a 301 redirect
      9. 3.9. Removing Code Bloat
        1. 3.9.1. Coding using standards
        2. 3.9.2. Removing inline JavaScript and CSS
    4. 4. Making Search Engines Love Your Site
      1. 4.1. Structuring Your Site for Search Engines and People
        1. 4.1.1. Creating content clusters
        2. 4.1.2. Deep linking for special cases
      2. 4.2. Keeping the Structure Clean and Clear
        1. 4.2.1. Keeping content in one place
        2. 4.2.2. Writing great link text
        3. 4.2.3. Using keyword-rich URLs
        4. 4.2.4. Stepping away from the site map
      3. 4.3. Building a Semantic Outline
      4. 4.4. Optimizing for Trust
    5. 5. Understanding Blended Search
      1. 5.1. Optimizing Products
      2. 5.2. Optimizing News
      3. 5.3. Optimizing Images
      4. 5.4. Optimizing Video
      5. 5.5. Optimizing for Local Search
        1. 5.5.1. Optimizing your local search listings
        2. 5.5.2. Getting reviews and bookmarks
        3. 5.5.3. Optimizing your site for local search
    6. 6. Writing Great Copy for Search Engines (And Readers!)
      1. 6.1. Writing Online Copy
        1. 6.1.1. Avoiding stop and filter words
        2. 6.1.2. Keeping it simple
        3. 6.1.3. Using active voice
        4. 6.1.4. Getting to the point
        5. 6.1.5. Writing scannable copy
        6. 6.1.6. Finding the right keyword density
      2. 6.2. Writing a Great Title Tag
        1. 6.2.1. Getting past your brand
        2. 6.2.2. Avoiding keyword stuffing
        3. 6.2.3. Telling your story
        4. 6.2.4. Making it readable
      3. 6.3. Writing a Great Description Tag
      4. 6.4. Connecting Headlines to Copy
      5. 6.5. Avoiding a Verbal Meltdown
      6. 6.6. Setting a Writing Routine
      7. 6.7. Hiring Writing Help
    7. 7. Building Link Love
      1. 7.1. Understanding Link Votes
        1. 7.1.1. Links that don't count
        2. 7.1.2. Understanding nofollow
      2. 7.2. Writing Link-Worthy Content
      3. 7.3. Encouraging Links
        1. 7.3.1. Using absolute URLs
        2. 7.3.2. Saying thanks
      4. 7.4. Getting Easy Links
        1. 7.4.1. Submitting to directories
        2. 7.4.2. Submitting to design galleries
        3. 7.4.3. Commenting on blogs
      5. 7.5. Leveraging Your Partners for Links
      6. 7.6. Asking for Links
        1. 7.6.1. Building a contact list
        2. 7.6.2. Being polite
      7. 7.7. Building a Widget
      8. 7.8. Creating Quality Links
        1. 7.8.1. Including keywords
        2. 7.8.2. Varying link text
        3. 7.8.3. Getting relevant links
      9. 7.9. Staying Out of Trouble
        1. 7.9.1. Link buying and selling
        2. 7.9.2. Link exchanges
        3. 7.9.3. Link networks
      10. 7.10. Creating Great Link Bait
        1. 7.10.1. Brainstorming link bait
          1. 7.10.1.1. Cracking up the readers
          2. 7.10.1.2. Making the reader angry
          3. 7.10.1.3. Puzzling your readers
          4. 7.10.1.4. Offering great content
        2. 7.10.2. Using images in link bait
        3. 7.10.3. Using video in link bait
        4. 7.10.4. Managing expectations
      11. 7.11. Researching Your Competitors' Links
    8. 8. Analyzing Your Results
      1. 8.1. Using Your Tracking Worksheet
        1. 8.1.1. Setting up the links page
        2. 8.1.2. Entering your keyword list
      2. 8.2. Watching for Plagiarism
      3. 8.3. Knowing What to Do If Your Numbers Fall
    9. 9. Hiring an SEO Professional
      1. 9.1. Finding an SEO Professional
      2. 9.2. Checking Qualifications
      3. 9.3. Knowing What to Ask an SEO Professional
      4. 9.4. Knowing What to Expect
  8. III. Web Analytics
    1. 1. Setting Your Conversion Goals
      1. 1.1. Knowing What's Possible (Or Not)
        1. 1.1.1. Collecting data and what it can tell you
        2. 1.1.2. Understanding the limits of reporting
        3. 1.1.3. Minding visitors' privacy
      2. 1.2. Knowing How Reporting Tools Work
        1. 1.2.1. Log file reporting
        2. 1.2.2. Web bugs and JavaScript
      3. 1.3. Choosing Your Reporting Tool
        1. 1.3.1. Deciding what you need
        2. 1.3.2. Surveying your options
      4. 1.4. Making Sure Your Server Is Set Up
      5. 1.5. Setting Up Google Analytics
        1. 1.5.1. Create your account
        2. 1.5.2. Installing the tracking code
        3. 1.5.3. Tracking site search
        4. 1.5.4. Excluding your office
    2. 2. Tracking Traffic Volumes
      1. 2.1. Seeing Why Hits Are a Lousy Metric
      2. 2.2. Understanding the Five Basic Traffic Metrics
        1. 2.2.1. Tracking sessions (visits)
        2. 2.2.2. Tracking unique visitors
        3. 2.2.3. Tracking pageviews
        4. 2.2.4. Tracking time on site
          1. 2.2.4.1. Balancing pageviews with time on site
          2. 2.2.4.2. Weighing sessions and unique visitors with time on site
      3. 2.3. Tracking Referrers
    3. 3. Measuring Your Best Referrers
      1. 3.1. Understanding Referrers
      2. 3.2. Checking Out the Referring Site Data in a Traffic Report
      3. 3.3. Analyzing the Referring Sites Data
      4. 3.4. Tracking Referring Keywords
    4. 4. Measuring Visit Quality
      1. 4.1. Setting Quality Targets
        1. 4.1.1. Setting benchmarks for pageviews per visit and time on site
        2. 4.1.2. Calculating your loyalty benchmark
      2. 4.2. Applying Those Targets
        1. 4.2.1. Checking your top content against your targets
        2. 4.2.2. Drawing conclusions based on multiple targets
      3. 4.3. Learning More with Bounce Rate
        1. 4.3.1. Analyzing your homepage
        2. 4.3.2. Spotting bottlenecks and missed opportunities
    5. 5. Using Conversion Goals
      1. 5.1. Determining Key Performance Indicators
      2. 5.2. Defining Conversion Goals
        1. 5.2.1. Maintaining consistent goals
        2. 5.2.2. Checking out conversion goal pages
        3. 5.2.3. Figuring out your conversion goals
        4. 5.2.4. Finding hidden goals
      3. 5.3. Attaching Monetary Value to Goals
        1. 5.3.1. Valuing e-commerce conversions
        2. 5.3.2. Valuing leads
        3. 5.3.3. Valuing soft goals
        4. 5.3.4. Valuing the immeasurable
      4. 5.4. Setting Up Goal Tracking
        1. 5.4.1. Setting up e-commerce tracking
        2. 5.4.2. Tracking goals manually
      5. 5.5. Interpreting Conversion Data
        1. 5.5.1. The costly keywords
        2. 5.5.2. The hidden gold mine
        3. 5.5.3. The great landing page
    6. 6. Using Goal Funnels
      1. 6.1. Finding a Funnel
      2. 6.2. Setting Up Goal Funnel Tracking
      3. 6.3. Interpreting Goal Funnel Data
  9. IV. Online Advertising and Pay Per Click
    1. 1. Grasping PPC Methods
      1. 1.1. Seeing How Pay Per Click Works
      2. 1.2. Knowing How Search Engines Determine Relevancy
      3. 1.3. Figuring Out Whether You Need PPC
        1. 1.3.1. Benefits of using PPC
          1. 1.3.1.1. Getting measurable results
          2. 1.3.1.2. Spending your money wisely
          3. 1.3.1.3. Finding niches
        2. 1.3.2. Possible drawbacks of PPC
    2. 2. Combining PPC and Search Engines
      1. 2.1. Selecting a PPC Search Engine
        1. 2.1.1. Researching search engines
        2. 2.1.2. Comparing the top three search engines
      2. 2.2. Using Google AdWords
        1. 2.2.1. Creating an account
        2. 2.2.2. Setting up your first campaign
        3. 2.2.3. Setting daily budgets and bids
        4. 2.2.4. Setting up billing in AdWords
        5. 2.2.5. Expanding Google AdWords
          1. 2.2.5.1. Adding a new campaign
          2. 2.2.5.2. Adding an ad group to an existing campaign
          3. 2.2.5.3. Adding an ad to an existing ad group
      3. 2.3. Using Yahoo! Search Marketing
        1. 2.3.1. Creating an account and a campaign
        2. 2.3.2. Naming your ad group
        3. 2.3.3. Setting up billing
          1. 2.3.3.1. Adding funds manually
          2. 2.3.3.2. Setting up autorefill
        4. 2.3.4. Configuring your account
          1. 2.3.4.1. Account Tactic Settings
          2. 2.3.4.2. Keyword match types
        5. 2.3.5. Expanding Yahoo! Search Marketing
          1. 2.3.5.1. Adding a campaign
          2. 2.3.5.2. Adding an ad group to an existing campaign
      4. 2.4. Using MSN adCenter
        1. 2.4.1. Creating an account
          1. 2.4.1.1. Choosing account settings
          2. 2.4.1.2. Adjusting keyword lists and setting incremental bidding
        2. 2.4.2. Expanding MSN adCenter
          1. 2.4.2.1. Adding a campaign
          2. 2.4.2.2. Adding an ad group to an existing campaign
          3. 2.4.2.3. Adding an ad to an existing ad group
    3. 3. Making Keyword Lists That Sell
      1. 3.1. Choosing Keywords
      2. 3.2. Organizing Keywords in Ad Groups
      3. 3.3. Working with Match Types
        1. 3.3.1. Knowing the match types
        2. 3.3.2. Choosing the match type to use
      4. 3.4. Segmenting Keyword Lists by Destination URLs
        1. 3.4.1. Applying keyword destinations in Google
        2. 3.4.2. Applying keyword destinations in Yahoo!
        3. 3.4.3. Applying keyword destinations in MSN
      5. 3.5. Using Advanced Keyword Targeting in Yahoo! and MSN
        1. 3.5.1. Advanced keyword targeting in Yahoo!
        2. 3.5.2. Advanced keyword targeting in MSN
      6. 3.6. Expanding Keyword Lists
        1. 3.6.1. Adding keywords in Google
        2. 3.6.2. Adding keywords in Yahoo!
        3. 3.6.3. Adding keywords in MSN
      7. 3.7. Contracting Keyword Lists
        1. 3.7.1. Analyzing underperforming keywords
        2. 3.7.2. Deciding when a keyword should be deleted
    4. 4. Writing Ads That Earn Clicks and Pay You Back
      1. 4.1. Working with PPC Ads
        1. 4.1.1. Creating the headline
        2. 4.1.2. Crafting the body
        3. 4.1.3. Planning the display URL
        4. 4.1.4. Choosing the best destination URL
      2. 4.2. Writing PPC Ad Copy
        1. 4.2.1. Follow the benefits/features model
        2. 4.2.2. Craft the call to action
        3. 4.2.3. Focus on goals, grammar, and guidelines
        4. 4.2.4. Avoid common mistakes
      3. 4.3. Testing for Successful Ads
        1. 4.3.1. Conducting A/B tests
          1. 4.3.1.1. Viewing example tests
          2. 4.3.1.2. Setting up an A/B test in Google AdWords
          3. 4.3.1.3. Setting up an A/B test in Yahoo! Search Marketing
          4. 4.3.1.4. Setting up an A/B test in MSN adCenter
        2. 4.3.2. Using dynamic keyword insertion
      4. 4.4. Determining When to Change an Ad
        1. 4.4.1. Using goals to make changes
        2. 4.4.2. Using click-through rate to make changes
        3. 4.4.3. Using conversion tracking to make changes
    5. 5. Budgeting and Bidding on Keywords
      1. 5.1. Determining Your PPC Budget
        1. 5.1.1. Researching your assets
        2. 5.1.2. Deciding the duration and reach of your budget
        3. 5.1.3. Considering ad schedules
        4. 5.1.4. Setting and sticking to your budget
      2. 5.2. Entering Your Budget in the Big Three Search Engines
        1. 5.2.1. Setting a budget in Google AdWords
        2. 5.2.2. Setting a budget in Yahoo! Search Marketing
        3. 5.2.3. Setting a budget in MSN adCenter
      3. 5.3. Budgeting by Campaign
        1. 5.3.1. Estimating traffic
        2. 5.3.2. Setting an example campaign budget
      4. 5.4. Bidding on Keywords
        1. 5.4.1. Knowing how CPC is determined
        2. 5.4.2. Deciding what to bid
      5. 5.5. Bidding by Day and Time
        1. 5.5.1. Scheduling options in Google AdWords
          1. 5.5.1.1. Basic ad scheduling
          2. 5.5.1.2. Advanced ad scheduling
        2. 5.5.2. Scheduling options in MSN adCenter
      6. 5.6. Tailoring Your Spending
        1. 5.6.1. Spending by industry
        2. 5.6.2. Spending by niche
    6. 6. Legally Speaking: PPC and the Law
      1. 6.1. Understanding Editorial Guidelines
        1. 6.1.1. Ad editorial guidelines
        2. 6.1.2. Keyword list guidelines
        3. 6.1.3. Display and destination URL guidelines
          1. 6.1.3.1. Display URLs
          2. 6.1.3.2. Destination URLs
        4. 6.1.4. Trademark and copyright guidelines
      2. 6.2. Dealing with Click Fraud
        1. 6.2.1. Recognizing click fraud
        2. 6.2.2. Detecting click fraud
        3. 6.2.3. Reporting click fraud
    7. 7. Using Tools, Tips, and Tricks of the Trade
      1. 7.1. Using Offline Editors
        1. 7.1.1. Google AdWords Editor
        2. 7.1.2. The MSN adCenter editor
      2. 7.2. Using Keyword Traffic Tools
        1. 7.2.1. Estimating traffic in Google
        2. 7.2.2. Estimating traffic in Yahoo!
        3. 7.2.3. Estimating traffic in MSN
      3. 7.3. Employing Geotargeting
      4. 7.4. Understanding Demographic Bidding
        1. 7.4.1. Demographic bidding in MSN
        2. 7.4.2. Demographic bidding in Google
      5. 7.5. Managing a Content Network Campaign
        1. 7.5.1. Google's content network
          1. 7.5.1.1. Disabling other options
          2. 7.5.1.2. Enabling a content network campaign
        2. 7.5.2. Yahoo!'s partner network
          1. 7.5.2.1. Opting out at campaign level
          2. 7.5.2.2. Opting out at ad-group level
          3. 7.5.2.3. Blocking domains
        3. 7.5.3. MSN's content network
      6. 7.6. Choosing an Analytics Package
        1. 7.6.1. Analytics in Google
        2. 7.6.2. Analytics in Yahoo!
        3. 7.6.3. Analytics in MSN
  10. V. E-Mail Marketing
    1. 1. Adding E-Mail to a Web Marketing Strategy
      1. 1.1. Understanding the Benefits of E-Mail Marketing
        1. 1.1.1. Asking for immediate action
        2. 1.1.2. Gathering feedback
        3. 1.1.3. Generating awareness
        4. 1.1.4. Staying top-of-mind
      2. 1.2. Combining E-Mail with Other Media
      3. 1.3. Taking Advantage of E-Mail Service Providers
        1. 1.3.1. Checking out leading providers
        2. 1.3.2. Exploring provider benefits
    2. 2. Becoming a Trusted Sender
      1. 2.1. Complying with Spam Laws
        1. 2.1.1. Determining which e-mails have to comply
        2. 2.1.2. Collecting e-mail addresses legally
        3. 2.1.3. Including required content in your e-mails
      2. 2.2. Asking for Permission
        1. 2.2.1. Deciding on a permission level
          1. 2.2.1.1. Level 1: Implied permission
          2. 2.2.1.2. Level 2: Explicit permission
          3. 2.2.1.3. Level 3: Confirmed permission
        2. 2.2.2. Inheriting a list: Getting permission after the fact
      3. 2.3. Minimizing Spam Complaints
        1. 2.3.1. Allowing your audience to unsubscribe from receiving e-mails
        2. 2.3.2. Keeping your e-mails from looking like spam
    3. 3. Building a Quality E-Mail List
      1. 3.1. Preparing Your E-Mail Database
      2. 3.2. Collecting Contact Information
        1. 3.2.1. Deciding what information to collect
        2. 3.2.2. Getting to know your list members better
        3. 3.2.3. Posting signup links online
        4. 3.2.4. Collecting information in person
        5. 3.2.5. Collecting information through print
      3. 3.3. Offering Incentives to Increase Signups
        1. 3.3.1. Giving subscribers immediate incentives
        2. 3.3.2. Giving subscribers future incentives
      4. 3.4. Building a List with List Brokers
        1. 3.4.1. Sticking to quality
        2. 3.4.2. Renting to own
    4. 4. Constructing an Effective Marketing E-Mail
      1. 4.1. Creating From and Subject Lines That Get Noticed
        1. 4.1.1. Filling out the From line
        2. 4.1.2. Writing a Subject line
      2. 4.2. Branding Your E-Mails to Enhance Your Image
        1. 4.2.1. Matching your e-mails to your brand
        2. 4.2.2. Maintaining brand consistency with multiple e-mail formats
      3. 4.3. The ABCs of E-Mail Layout
      4. 4.4. Including Images in Your E-Mails
        1. 4.4.1. Choosing a file format for your images
        2. 4.4.2. Don't embed: Referencing your images
      5. 4.5. Including Text in Your E-Mails
      6. 4.6. Including Links in Your E-Mails
        1. 4.6.1. Using text links
        2. 4.6.2. Making your images into links
        3. 4.6.3. Adding navigation links
        4. 4.6.4. Including a table of contents in your e-mails
        5. 4.6.5. Linking to files in your e-mails
          1. 4.6.5.1. Linking to video files
          2. 4.6.5.2. Linking to sound files
          3. 4.6.5.3. Linking to document files
    5. 5. Making Your E-Mail Content Valuable
      1. 5.1. Sending Valuable Offers
        1. 5.1.1. Creating content to promote something
        2. 5.1.2. Cashing in on coupons
        3. 5.1.3. Including incentives
        4. 5.1.4. Using giveaways
        5. 5.1.5. Making gains with loss leaders
        6. 5.1.6. Extending urgent offers
      2. 5.2. Writing an Effective Call to Action
      3. 5.3. Giving Your E-Mail Content Inherent Value
        1. 5.3.1. Creating content to inform your audience
        2. 5.3.2. Adding tips and advice
        3. 5.3.3. Providing instructions and directions
        4. 5.3.4. Putting in entertaining content
        5. 5.3.5. Including facts and research
      4. 5.4. Finding Help with Content Creation
    6. 6. Tracking Your E-Mail Campaign Results
      1. 6.1. Understanding Basic E-Mail Tracking Data
        1. 6.1.1. Calculating your bounce rate
        2. 6.1.2. Calculating your non-bounce total
        3. 6.1.3. Calculating your open rate
        4. 6.1.4. Calculating your click-through rate
      2. 6.2. Tracking Non-Click Responses
        1. 6.2.1. Tracking in-store purchases
        2. 6.2.2. Tracking phone calls
        3. 6.2.3. Tracking event attendance
        4. 6.2.4. Tracking e-mail replies
      3. 6.3. Evaluating E-Mail Click-Through Data
        1. 6.3.1. Using click-through data to target your e-mail offers
        2. 6.3.2. Using click-through data for intelligent follow up
        3. 6.3.3. Using click-through data for testing your offers and calls to action
    7. 7. Maximizing E-Mail Deliverability
      1. 7.1. Managing Bounced and Blocked E-Mail
        1. 7.1.1. Taking action on bounced e-mail
          1. 7.1.1.1. Dealing with hard bounces
          2. 7.1.1.2. Dealing with soft bounces
        2. 7.1.2. Reducing blocked e-mails
          1. 7.1.2.1. Responding to a challenge response system
          2. 7.1.2.2. Keeping your e-mail address or server off a block list
          3. 7.1.2.3. Avoiding spam trap e-mail addresses
          4. 7.1.2.4. Getting past e-mail firewalls
      2. 7.2. Reducing Filtered E-Mail
        1. 7.2.1. Establish your sender reputation
        2. 7.2.2. Understand automatic content filtering
        3. 7.2.3. Understand user-controlled content filtering
          1. 7.2.3.1. Individual filters
          2. 7.2.3.2. Trained content filters
      3. 7.3. Understanding E-Mail Authentication
  11. VI. Blogging and Podcasting
    1. 1. Picking Your Blog Topic
      1. 1.1. Choosing a Blog Topic
      2. 1.2. Thinking about Your Blog Goals
      3. 1.3. Sizing Up Your Space
        1. 1.3.1. Using Technorati
        2. 1.3.2. Using Google Trends
        3. 1.3.3. Using search engines
    2. 2. Getting Yer Blog On
      1. 2.1. Choosing Your Blog Platform
        1. 2.1.1. Blogger and WordPress.org: Easy and free
        2. 2.1.2. WordPress installed: A sports car
        3. 2.1.3. Movable Type: A racing car
        4. 2.1.4. Other blog options
      2. 2.2. Getting Your Blog Set Up
        1. 2.2.1. Blog account setup
        2. 2.2.2. Picking your blog look
          1. 2.2.2.1. Easy: Use a preinstalled template
          2. 2.2.2.2. Intermediate: Download a new template and install it
          3. 2.2.2.3. Hard: Download a new template, install it, and customize it
          4. 2.2.2.4. Superhard: Create your own
        3. 2.2.3. Configuring comments
        4. 2.2.4. Setting up pinging
        5. 2.2.5. Creating your RSS feed
      3. 2.3. Writing Your First Post
    3. 3. Writing Like a Blogger
      1. 3.1. Following the Three Blog S's
        1. 3.1.1. Writing for simplicity
        2. 3.1.2. Writing for scannability
        3. 3.1.3. Writing sharp
      2. 3.2. Clearing Bloggage
        1. 3.2.1. Setting your editorial calendar
        2. 3.2.2. Keeping an idea list
        3. 3.2.3. Writing ahead
        4. 3.2.4. Finding guest bloggers
    4. 4. Tracking Other Blogs
      1. 4.1. Understanding Feeds and Feed Readers
      2. 4.2. Setting Up Google Reader
      3. 4.3. Using Folders and Tags to Organize Your Feeds
        1. 4.3.1. Using folders to organize feeds
        2. 4.3.2. Using tags to organize feeds
      4. 4.4. Reviewing Feeds Fast with Hot Keys
      5. 4.5. Creating a Shared Items Page
      6. 4.6. Avoiding Information Insanity
    5. 5. Getting Involved on Other Blogs
      1. 5.1. Connecting with Other Bloggers
      2. 5.2. Leaving Great Comments
        1. 5.2.1. Tracking replies to your comments
        2. 5.2.2. Avoiding foot-in-mouth syndrome
      3. 5.3. Linking to Other Blog Posts
      4. 5.4. Giving Credit Where Credit Is Due
      5. 5.5. Writing a Guest Post
      6. 5.6. Joining Blog Carnivals
      7. 5.7. The Art of Asking Nicely
    6. 6. Promoting Your Posts
      1. 6.1. Publishing Your Post
      2. 6.2. Letting the World Know: Using Pinging
      3. 6.3. Submitting Your Post to StumbleUpon
      4. 6.4. Submitting Your Post on Digg (Once in a While)
        1. 6.4.1. The madness of Digg
        2. 6.4.2. Knowing when you're Digg-worthy
        3. 6.4.3. Other social voting sites
      5. 6.5. Submitting Your Post to Bookmarking Sites
      6. 6.6. Sending a Polite E-Mail
      7. 6.7. Participating in Online Communities
    7. 7. Introducing Podcasting
      1. 7.1. Podcasting 101
      2. 7.2. Setting Up Your Podcasting Studio
        1. 7.2.1. Getting the right recording software
        2. 7.2.2. Getting a good microphone
      3. 7.3. Setting Up Your Studio
      4. 7.4. Testing Your Setup
      5. 7.5. Supporting Podcasting on Your Blog
      6. 7.6. Preparing Your Podcast Script
      7. 7.7. Recording Your First Podcast
      8. 7.8. Encoding and Uploading Your Podcast
      9. 7.9. Promoting Your Podcast
  12. VII. Social Media Marketing
    1. 1. Understanding Social Media
      1. 1.1. Marketing, Social Media Style
      2. 1.2. Exploring Social Media
        1. 1.2.1. Posting and commenting on blogs
        2. 1.2.2. Connecting via social networks
        3. 1.2.3. Bookmarking sites
        4. 1.2.4. Microblogging
        5. 1.2.5. Media sharing sites
        6. 1.2.6. Popularity sites
        7. 1.2.7. Aggregators
    2. 2. Creating Your Social Media Desktop
      1. 2.1. Setting Up Your Social Media Desktop with RSS
      2. 2.2. Setting Up Your Social Media Desktop in iGoogle
        1. 2.2.1. Setting up an iGoogle homepage
        2. 2.2.2. Adding a Web site or blog feed to iGoogle
        3. 2.2.3. Adding a blog search result to iGoogle
        4. 2.2.4. Adding feeds to iGoogle manually
      3. 2.3. Creating Your Social Media Desktop on Netvibes
        1. 2.3.1. Setting up a Netvibes homepage
        2. 2.3.2. Adding content to a Netvibes homepage
      4. 2.4. Creating Your Social Media Desktop on My Yahoo!
        1. 2.4.1. Setting up a My Yahoo! homepage
        2. 2.4.2. Adding content to you're My Yahoo! homepage
      5. 2.5. Deciding What to Track
    3. 3. Creating Your Social Media Plan
      1. 3.1. Researching Your Audience
        1. 3.1.1. Starting with online communities
        2. 3.1.2. Researching with adCenter Labs
        3. 3.1.3. Getting more data with Quantcast
        4. 3.1.4. Getting fancy with paid data services
      2. 3.2. Crafting Your Social Media Message
      3. 3.3. Setting Your Social Media Style
      4. 3.4. Preparing Your Social Media Profile
      5. 3.5. Choosing Your Target Social Media Sites
      6. 3.6. Reviewing Your Site for Social Skills
        1. 3.6.1. Creating great bait
        2. 3.6.2. Employing RSS subscriptions
        3. 3.6.3. Make sharing easy
      7. 3.7. Setting Your Social Media Marketing Routine
      8. 3.8. Planning for the Long Social Media Marketing Haul
    4. 4. Navigating Top Social Media Sites
      1. 4.1. Making Friends on Facebook
        1. 4.1.1. Using the Facebook networking tools
          1. 4.1.1.1. Creating a great Facebook profile page
          2. 4.1.1.2. Launching a Facebook group
            1. 4.1.1.2.1. Participating in groups
            2. 4.1.1.2.2. Creating a great group
        2. 4.1.2. Branding and publicity: Facebook Pages and Facebook Events
          1. 4.1.2.1. Building a company presence with Pages
          2. 4.1.2.2. Announcing cool stuff with Facebook Events
        3. 4.1.3. Creating your own audience with Facebook applications
      2. 4.2. Socializing on MySpace
        1. 4.2.1. Getting started on MySpace
        2. 4.2.2. Understanding what's different about MySpace
        3. 4.2.3. The sneeze principle, revisited
      3. 4.3. Networking for Business on LinkedIn
      4. 4.4. Bookmarking Your Way to the Top
        1. 4.4.1. Building your bookmarking reputation
        2. 4.4.2. Making bookmark connections
        3. 4.4.3. Tagging bookmarks properly
      5. 4.5. Playing the Social News Game
        1. 4.5.1. Getting "Dugg"
        2. 4.5.2. Behaving yourself
      6. 4.6. Growing Your Business with Media Sharing
        1. 4.6.1. Using Flickr as a networking tool
        2. 4.6.2. Spreading the word on YouTube
        3. 4.6.3. Reaching more folks with TubeMogul
      7. 4.7. Talking in Discussion Forums
      8. 4.8. Using Microblogs as a Launchpad
        1. 4.8.1. Understanding microblogging
        2. 4.8.2. Building a microblog following
        3. 4.8.3. Avoiding microblogging overload
      9. 4.9. Building a Good Reputation in Yahoo! Answers
      10. 4.10. Unleashing the Power of Niche Sites
    5. 5. Building Your Network
      1. 5.1. Finding Friends
      2. 5.2. Keeping Friends
      3. 5.3. Expanding Your Network with Questions and Answers
        1. 5.3.1. Finding questions
        2. 5.3.2. Make great answers
      4. 5.4. Obeying the (Unspoken) Rules
      5. 5.5. Knowing When to Stop
    6. 6. Creating a Winning Social Media Campaign
      1. 6.1. The Importance of Creating a Winning Social Media Campaign
      2. 6.2. Marketing by Providing Tools
      3. 6.3. Social Media Marketing with Content
        1. 6.3.1. The hallmarks of a successful content campaign
        2. 6.3.2. Providing entertainment with a content campaign
      4. 6.4. Leveraging Networks to Create a Winning Social Media Campaign
      5. 6.5. Addressing Harm to Your Reputation
      6. 6.6. Applying These Lessons Everywhere
  13. VIII. Mobile Marketing
    1. 1. Getting Started with Mobile Marketing
      1. 1.1. Understanding and Weaving Mobile into Marketing
        1. 1.1.1. Reviewing marketing and its elements
        2. 1.1.2. Defining mobile marketing and its elements
          1. 1.1.2.1. Direct mobile marketing
          2. 1.1.2.2. Indirect mobile marketing
      2. 1.2. Adding Mobile to Your Marketing Strategy
        1. 1.2.1. Planning for the complexities of the mobile channel
          1. 1.2.1.1. Complexities of mobile technology and channel
          2. 1.2.1.2. Benefits of mobile capabilities
        2. 1.2.2. Partnering with mobile service providers
          1. 1.2.2.1. What mobile service providers do
          2. 1.2.2.2. Types of mobile service providers
        3. 1.2.3. Aligning all the players in the mobile marketing ecosystem
      3. 1.3. Understanding the Many Paths within the Mobile Channel
        1. 1.3.1. Understanding SMS capabilities
        2. 1.3.2. Enhancing your messages with MMS
        3. 1.3.3. E-mailing your messages
        4. 1.3.4. Humanizing your messages with IVR
        5. 1.3.5. Working the mobile Internet
        6. 1.3.6. Building installed applications
        7. 1.3.7. Making connections through Bluetooth
      4. 1.4. Examining Key Mobile Channel Enablers
        1. 1.4.1. It's a snap: Using the camera
        2. 1.4.2. Finding the way with location
        3. 1.4.3. Ticketing and identification with NFC and RFID
      5. 1.5. Deciding How and When to Use a Particular Mobile Path
        1. 1.5.1. Six considerations for mobile marketers
          1. 1.5.1.1. Interoperability
          2. 1.5.1.2. Standards
          3. 1.5.1.3. Device and capability proliferation
          4. 1.5.1.4. Device and capability adoption
          5. 1.5.1.5. Ecosystem and player health
          6. 1.5.1.6. Geography
        2. 1.5.2. Ratings for mobile technologies
      6. 1.6. Complying with Regulations and Guidelines
        1. 1.6.1. Adhering to industry standards and best practices
        2. 1.6.2. Steering clear of mobile spam
        3. 1.6.3. Checking mobile SMS and content program certification
        4. 1.6.4. Avoiding contact with the National Do Not Call Registry
        5. 1.6.5. Safeguarding the privacy of children
        6. 1.6.6. Protecting personal information
        7. 1.6.7. Staying compliant in special cases
    2. 2. Planning a Mobile Marketing Campaign
      1. 2.1. Setting Up a Plan
        1. 2.1.1. Starting with a goal
        2. 2.1.2. Planning your coverage
        3. 2.1.3. Deciding who handles what
        4. 2.1.4. Choosing an approach
      2. 2.2. Understanding the Costs of Mobile Marketing
        1. 2.2.1. Calculating up-front costs and estimated timelines
        2. 2.2.2. Accounting for variable costs
        3. 2.2.3. Estimating your timeline
      3. 2.3. Working with Common Short Codes
        1. 2.3.1. Knowing what CSCs do
        2. 2.3.2. Acquiring a CSC
          1. 2.3.2.1. Leasing a CSC
          2. 2.3.2.2. Renting access to a CSC
        3. 2.3.3. Deciding what type of CSC to use
          1. 2.3.3.1. Choosing random or vanity code
          2. 2.3.3.2. Deciding on five or six digits
          3. 2.3.3.3. Going dedicated or shared
      4. 2.4. Managing Opt-Ins
        1. 2.4.1. Placing an opt-in call to action in media
          1. 2.4.1.1. Dialing and pressing
          2. 2.4.1.2. Texting
          3. 2.4.1.3. Snapping and scanning
          4. 2.4.1.4. Submitting
          5. 2.4.1.5. Star and pound
        2. 2.4.2. Executing opt-ins
          1. 2.4.2.1. Understanding MOs and MTs
          2. 2.4.2.2. Executing a single opt-in
          3. 2.4.2.3. Executing a double opt-in
          4. 2.4.2.4. Executing a multistep opt-in
      5. 2.5. Handling Opt-Outs
    3. 3. Running Mobile Communication Campaigns
      1. 3.1. Planning Your Communication Flow
        1. 3.1.1. Creating a user-flow diagram
        2. 3.1.2. Customizing a user-flow diagram
          1. 3.1.2.1. Step 1: Paint a positive picture
          2. 3.1.2.2. Step 2: Map your opt-in flow
          3. 3.1.2.3. Step 3: Map your opt-out flow
          4. 3.1.2.4. Step 4: Map your help user flow
          5. 3.1.2.5. Step 5: Map your error response
          6. 3.1.2.6. Step 6: Map your final message
        3. 3.1.3. Considering optional user flows
      2. 3.2. Providing Text Promotions
        1. 3.2.1. Using quizzes to gather information and entertain
          1. 3.2.1.1. Setting quiz options
          2. 3.2.1.2. Setting response options
        2. 3.2.2. Gathering input with open-ended survey questions
          1. 3.2.2.1. Planning the survey
          2. 3.2.2.2. Setting survey options
      3. 3.3. Calling People to Action: Polling
        1. 3.3.1. Choosing a poll type
        2. 3.3.2. Setting poll options
      4. 3.4. Offering Incentives: Gifts, Freebies, Samples, and Coupons
        1. 3.4.1. Managing prize promos, contests, and giveaways
        2. 3.4.2. Offering mobile coupons
          1. 3.4.2.1. Coupons by text messaging
          2. 3.4.2.2. Coupons from installable applications
          3. 3.4.2.3. Coupons through bar codes
      5. 3.5. Applying User-Generated Content
        1. 3.5.1. Mobile blogging
        2. 3.5.2. Social networking
        3. 3.5.3. Text-to-screen and experiential campaigns
        4. 3.5.4. Tell-a-friend (word-of-mouth) programs
    4. 4. Launching a Mobile Advertising Campaign
      1. 4.1. Reviewing the Mobile Ad Players
        1. 4.1.1. Playing the role of mobile buyer
        2. 4.1.2. Playing the role of mobile publisher
        3. 4.1.3. Understanding the role of mobile advertising enablers
      2. 4.2. Placing Ads on Mobile Internet Sites
        1. 4.2.1. Placing ads on your own site
        2. 4.2.2. Placing ads on a branded site
        3. 4.2.3. Advertising during page loads and downloads
        4. 4.2.4. Advertising on a network of mobile Internet sites
        5. 4.2.5. Placing outside ads on your mobile Internet site
      3. 4.3. Placing Ads in Mobile Messages
        1. 4.3.1. Combining advertising and SMS
        2. 4.3.2. Displaying ads with MMS
      4. 4.4. Going Local with Location-Based and On-Package Advertising
        1. 4.4.1. Proximity advertising
          1. 4.4.1.1. Bluetooth proximity marketing
          2. 4.4.1.2. Wi-Fi proximity marketing
        2. 4.4.2. Packaging and point-of-sale advertising and promotion
          1. 4.4.2.1. Advertising on product packaging
          2. 4.4.2.2. Point-of-sale advertising
      5. 4.5. Speaking to Your Audience through Voice-Call Ads
      6. 4.6. Adding Viral and Cause Elements to Mobile Advertising Campaigns
        1. 4.6.1. Managing viral marketing elements
        2. 4.6.2. Leaning on vanity marketing
        3. 4.6.3. Stimulating social interactions
        4. 4.6.4. Supporting a cause
    5. 5. Delivering Valuable Mobile Content
      1. 5.1. Sourcing Your Mobile Content
      2. 5.2. Sending Content via Messaging
        1. 5.2.1. Sending text alerts to a group
          1. 5.2.1.1. Sourcing text content
          2. 5.2.1.2. Setting up the service
          3. 5.2.1.3. Sending the content
        2. 5.2.2. Sending personalized text alerts
        3. 5.2.3. E-mailing informative messages
      3. 5.3. Providing Mobile Enhancements and Applications
        1. 5.3.1. Providing branded wallpapers and screen savers
          1. 5.3.1.1. Finding a graphics application
          2. 5.3.1.2. Creating wallpapers and screen savers
        2. 5.3.2. Delivering ringtones and other system sounds
          1. 5.3.2.1. Creating a ringtone
          2. 5.3.2.2. Distributing a ringtone
      4. 5.4. Making Marketing Fun with Mobile Games and Applications
        1. 5.4.1. Considering the challenges
        2. 5.4.2. Creating a mobile application or game
      5. 5.5. Serving Up Mobile Web Sites
        1. 5.5.1. Employing the mobile Internet
        2. 5.5.2. Creating a mobile Web site
        3. 5.5.3. Testing your mobile site
      6. 5.6. Broadcasting Audio and Video Content
        1. 5.6.1. Creating audio and video content
        2. 5.6.2. Delivering audio and video content
      7. 5.7. Offering Branded Utility Services
    6. 6. Getting Paid for Your Mobile Marketing Efforts
      1. 6.1. Methods of Monetizing the Mobile Channel
      2. 6.2. Offering Your Content through a Carrier's Portal
        1. 6.2.1. Developing a direct relationship
        2. 6.2.2. Entering into a channel relationship
        3. 6.2.3. Contracting with an intermediate company
      3. 6.3. Making Money through Premium Text Messaging
        1. 6.3.1. Putting PSMS to work: An example campaign
        2. 6.3.2. Setting up a premium messaging program
        3. 6.3.3. Determining how much you'll get paid and when
      4. 6.4. Selling Your Content and Services via the Mobile Internet
        1. 6.4.1. Using mobile Internet link billing
        2. 6.4.2. Collecting credit card payments
        3. 6.4.3. Getting paid through PayPal
    7. 7. Tracking a Mobile Marketing Campaign
      1. 7.1. Building Your Marketing Database
        1. 7.1.1. Creating the database
        2. 7.1.2. Accessing your mobile marketing data
      2. 7.2. Creating Consumer Profiles
        1. 7.2.1. Outlining demographic data
        2. 7.2.2. Organizing psychographic data
        3. 7.2.3. Planning for preference data
        4. 7.2.4. Benefiting from behavioral data
        5. 7.2.5. Looking out for location data
        6. 7.2.6. Aligning with syndicated data
      3. 7.3. Populating a Marketing Database
        1. 7.3.1. Collecting data through SMS
          1. 7.3.1.1. Collecting data automatically
          2. 7.3.1.2. Asking subscribers for data
        2. 7.3.2. Connecting through the Web
        3. 7.3.3. Integrating CRM and mobile campaigns
      4. 7.4. Using Your Database to Deliver Targeted Programs
        1. 7.4.1. Protecting list members
        2. 7.4.2. Tracking opt-ins and opt-outs
      5. 7.5. Managing Feedback
        1. 7.5.1. Responding to feedback
        2. 7.5.2. Reporting on feedback
      6. 7.6. Tracking and Measuring Interactions: Clicks, Calls, Votes, and More
        1. 7.6.1. Tracking methods
        2. 7.6.2. Data storage and analysis
          1. 7.6.2.1. Data storage
          2. 7.6.2.2. Data analysis
      7. 7.7. Tracking and Measuring Purchases
        1. 7.7.1. Tracking transactions
        2. 7.7.2. Reconciling reports

Product information

  • Title: Web Marketing all-in-one for Dummies®
  • Author(s): Ian Lurie, Elizabeth Marsten, Michael Becker, John Arnold, Marty Dickinson
  • Release date: March 2009
  • Publisher(s): For Dummies
  • ISBN: 9780470413982