Internet Marketing Start to Finish
A breakthrough system for attracting more customers on the Internet
Internet marketing is the fastest, most efficient way to attract profitable new customers-if you run it strategically and systematically. This book shows you how. You'll discover how to integrate marketing, sales, and operations functions to work together far more effectively, capture the right real-time data for decision-making, and apply it to drive dramatic improvements in performance. Drawing on extensive in-the-trenches experience, the authors help you implement a more iterative, measurable, and repeatable approach to Internet marketing, deliver better-qualified leads, build an online sales engine to track and improve every customer relationship...and, above all, grow profits!
You'll Learn How To:
* Craft flexible strategies that can quickly learn from experience
* Eliminate "silos" that prevent effective measurement and execution
* Overcome obstacles ranging from culture to processes to individual behavior
* Build a powerful online sales engine to track customers through the entire relationship
* Avoid dangerous data and weed out junk leads
* Integrate web KPIs into business decision-making
* Link web to lead to CRM analysis
* Redefine messages to respond to your key audiences' personas
* Architect and design sites to improve user experience and conversion
* Write highly findable content, and then make it even more visible
* Start a feedback loop for continually optimizing both tactics and strategy
* Globalize Internet marketing for diverse languages and cultures
* Translate your performance into boardroom-ready reports
CATHERINE JUON, Co-Founder & Catalyst of Pure Visibility, has worked in the Internet space for nearly 20 years. She has extensive experience helping companies develop integrated online marketing strategies that leverage online advertising, search engine marketing, and social media.
DUNRIE ALLISON GREILING,
Director of Happiness at Pure Visibility, works with analysts to derive actionable recommendations from complex web data and develop strategic Internet marketing plans. She has more than a decade of web content and project-management experience.
CATHERINE BUERKLE has 18+ years of experience in usability design, web-based media, technical communication, project management, and marketing. She founded ArborComm, Inc., and co-founded the Digital Design Institute of Michigan.
Publisher: Pearson Education (US)
Number of pages: 320
Weight: 430 g
Dimensions: 227 x 155 x 17 mm
"In Internet Marketing Start to Finish, Catherine Juon and Dunrie Greiling reveal their hard-won secrets and strategies for better online visibility. If you sell online, buy this book!"
-Peter Morville, Author of Ambient Findability and co-author of Information Architecture for the World Wide Web
"This is a must-read for anyone who wants clarity in the complicated world of online marketing. This is an excellent work informed by deep experience in the Internet marketing arena."
-Terry Oprea, CEO, Mort Crim Communications, Inc.
"This is a really fascinating look at advanced techniques for building a web presence, yet the authors have made it simple enough for beginners. By demystifying information architectures, online personas, and web analytics, they have created a guidebook that will enable even web newbies to drive new business through their websites-and and after all, isn't that why we're all spending so much time on our websites in the first place?"
-Patrick Fetterman, VP Marketing, Plex Systems, Inc.
"There is a definite science that underpins the art of online marketing; Catherine and Dunrie have demonstrated a tremendous command of that science through their work with our team and now have taken it a step further by documenting it in a clearly articulated and consumable manner within this book. If you're marketing your business online, you need to have command of these concepts or else you're missing the boat."
-Eric Kushner, Director, Marketing Strategy, Compuware Corporation
"Internet Marketing Start to Finish takes you from the front door through the back office of online sales, design, development and metrics-and then how to get noticed. Measurable results are the 'killer app' in today's online marketing strategy. With social and mobile so tightly integrated and expanding quickly, if you miss the metrics between your online brand and your customer, then you're missing the entire game. The authors bring all their years of proving to their own customers first-hand that this stuff really works-it can work for you too."
-Richard S. Tombelli, Web Director, Thomas M. Cooley Law School
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