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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Introduction

If your business, organization, or association needs to reach people who use computers or mobile devices for shopping, browsing the Internet, or interacting with others, you need web marketing. And if you need web marketing, you need this book.

Here are some reasons why.

Successful web marketing requires you to place and maintain your messages on multiple Internet mediums because your prospects and customers use those same Internet mediums to help them look for products and services. You don’t have to be a technical expert to reap the rewards of web marketing, but you do need to understand how people behave when they fire up their Internet browser, e-mail program, or mobile device; that way, your marketing messages are always top-of-mind when customers are ready to make a purchase.

Because people search for products and services online, you need a web presence that can be found easily via search engines. People are more likely to do business with companies that stand out among the competition, so you need online advertising and pay per click (PPC) to attract interest.

The millions of folks who interact socially online act as an influence to others who share their interests and preferences. Thus, your marketing messages need to find their way to social media networks, blogs, podcasts, and viral communities. You need to be able to communicate with your prospects and customers when you have timely information, which means using effective e-mail marketing, really simple ...

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