Marketing on the Internet: A 7-Step Plan for Selling Your Products, Services, and Image to Millions Over the Information Superhighway (Marketing on the Internet, 5th ed) (Taschenbuch)

About This Book Your ``Members Only'' Web Site Introduction The Internet: A Technology Means to a Marketing End What Is the Internet? History of the Internet Spectacular Growth Before Going Further: Get Access How Do People Travel to Cyberspace? What Happens in Cyberspace? Electronic Mail Mailing Lists News Groups The World Wide Web By the Numbers: Business on the Internet Who's Selling What? How People Find Sites Advertising on the Web Mass vs. Target Marketing Push vs. Pull Technologies A Glimpse of the Future Pipe Dreams ISDN Leased Lines ADSL Cable Modems Telephones, Teleconferencing, and Multimedia, Oh My! Alternate High-Speed Networks Ease of Use: The ``Internet Appliance'' The Bottom Line The ABCs of Internet Marketing Your Business Plan: Internet and Otherwise Elements of a Business Plan The Importance of Good Business Practices You Can Do Much More Than Sell Online Is the Internet Right for Your Business? Essential questions Know Thy Business Universe Know Thy Target Audience Matching Methods to Research Online Marketing Is Direct Marketing Attention Information Creates Interest Interactivity Builds Desire Action The Seven Steps to Internet Success Get Online and Observe Evaluate Your Current Situation Define Online Objectives, Products, and Markets Create and Distribute Info-Tools Create or Upgrade Your Web Site Measure Your Results Market Your Internet Presence A More Level Marketing Field? Internet Marketing Affects All Business Operations Keep Your Promises Customer Service Is the Name of the Game Creating and Distributing Info-Tools Creating Info-Tools Signature Files Blurbs Reports Newsletters Press Releases FAQs E-mail Marketing Mailbots Listservers Subscribing to Mailing Lists Creating Your Own Mailing Lists Posting to a List of Lists Reaping What You've Sown News Groups Netiquette Other Non-Web Marketing Forums Posting to Forum Libraries Forum Messages Conferences Classifieds USEnet and Web Classifieds Display Advertising on Online Services Creating Your Web Site There's More to a Site Than Meets the Eye Concept Content Navigation Decoration: Backgrounds, Buttons, and Bars Preplanning Pays Off Preliminary Budget Timeline Set Up a Team Assess Infrastructure Hardware and Software In-House Internal Telecommunication Needs Establish User Hardware/Software Requirements Selecting Service Providers: ISP, Web Host, and Designer Selecting an Internet Service Provider (ISP) Selecting a Web Hosting Service Provider (WHISP) The Mall Alternative Selecting a Web Designer The Design Process Register a Domain Name Design Overview Initial Design Conference and Review Schedule Design Comps Storyboards and Prototypes Element Production Programming and Integration Testing and Corrections Helpful Hints for a Successful Site Splash Screens Home Page Multimedia Beware Avoid Causes for Complaint Forget-Me-Nots Freebies and Features Features and Site Amenities Free Web and Internet Services Decorative Doo-Dahs Maintenance and Monitoring Results Maintenance Basics Maintenance Schedule Check Syntax Verify Links MOMspider (Multi-Owner Maintenance Spider) Make Corrections and Fixes Update Content Moving Your Site or Pages Monitor Results Hit Rate: Fact and Myth On-Site Page Counters Analyzing Statistical Reports Available Statistical Tools Counting What Really Counts Tracking Advertisements Using Results Effectively Marketing Your Internet Presence A Web Promotion Plan Promotional Research Writing the Plan Evaluating Results Launching a Web Site Help Available Search Engines and Directories Submission Improving Search Engine Ranking A Few Words about Keywords Optimizing Your Pages Promoting Your Site on Your Site Registration on Site Internal Calls to Action What's New With You? Pat Yourself on the Back Promotional Giveaways, Contests, and Games Chat Lines, Forums/Boards, and Events More Ideas Promoting Your Site on the Web What's New Listings Hot Sites and Cool Links Links with Other Sites Web Rings Online Sponsorships Advertising on Other Sites Trends in Web Advertising Online Advertising Rates Banner Ad Exchanges Banner Ad Effectiveness Selling Advertising on Your Site Promoting Your Site Elsewhere on the Internet News Groups Mailing Lists Promoting Your Site Off-Line Coordinate Your Campaign Literature, Stationery, Packaging, and Promotional Items Word-of-Mouth, Word-of-Net Multimedia on Your Web Site The Technology: Promise and Peril Limitations Hardware Requirements for Client and Server Staying Up-to-Date Making the Multimedia Decision Know Your Business Know Your Objectives Know Your Audience Multimedia Development Tools and Techniques Real-Time Animation: GIF, Shockwave, and Java Applets Downloaded Audio Streaming Audio Downloaded Video Streaming Video 3D/Virtual Reality Multimedia: Not a Do-It-Yourself Project Selecting a Contractor Evaluating a Contractor's Work Multimedia Development Process The Treatment The Flowchart The Storyboard The Script The Production and Testing Process Surfing for Ideas Dollars and Legal Sense The Privacy Zone Security: Raising the Barricades Lines of Defense Secure Socket Layers (SSLs) Digital Signatures Managing Transactions Catalog Software Auction Software Shopping Carts and Checkstands Integrated E-Commerce Solutions Accepting Payment Phone, Fax, and Snail Mail Credit Cards Setting Up a Merchant Account SET: Secure Electronic Transactions Payment Alternatives EFT on the Internet EDI on the Internet Selecting a Payment Option Legalese Trademarks Copyright Hyperlinks Nasty Beasties: Liability, Disclaimers, Fraud, and Other No-No's Content and the First Amendment Model Web Sites for Internet Marketing Getting Customers in the Door Location, Location, Location: Mall of New Mexico at http://www.mallofnewmexico.com Online Activities: Where's Waldo at http://www.findwaldo.com/city/city.asp Too Cool: New York Cabbie at http://www.nycabbie.com/ Hold Onto Them Once You Have Them The Medium Is the Message: Rachel Barton at http://www.rachelbarton.com Creative Linkages: Thingamabobs at http://www.thingamabobs.com Information Is Value: GoFish at http://www.gofish.com/login.asp?page=defau lt.asp Tickle the Funny Bone: Joe Boxer at http://www.joeboxer.com/joeboxer2/index.ht Marketing Magic A Product Demo is Worth a Thousand Words: My Two Homes at http://www.mytwohomes.com/cal4page.htm Easy Does It: The Bead Gallery at http://www.beadgallery.com Free Is a Four-Letter Word: Jelly Belly (Herman Goelitz Candy) at http://www.jellybelly.com A Companion Site: ¡Burritos! at http://www.littleburro.com Putting Customers First Find Once, Order Twice: Toys `R' Us at http://wwwtoysrus.com/default.htm A Helping Hand For Customers: Mind Your Own Business at http://www.myob.com/us