The Ultimate Web Marketing Guide

The Ultimate Web Marketing Guide Front Cover
1 Reviews
640 pages

Book Description


  • Your expert, up-to-the-minute, A-Z reference & how-to guide
  • Choose the right goals, media, & tools
  • Plan, execute, measure, & optimize
  • Avoid costly mistakes!

Now, one amazing book brings together ALL the reliable, detailed information you need to make the most of web, online, mobile, and social marketing.

It’s ALL here: , pay-per-click, mobile marketing, social media marketing, “PR 2.0,” analytics, email marketing, YouTube videos, Twitter and Facebook, blogs, podcasts, and much more. Discover how to choose the right approaches, combine them into a coherent, optimized strategy, and measure your results. Find realistic answers to your most crucial questions...get “from the trenches” insights that save you money...learn to drive more value faster.


  • Creating effective web/online marketing plans and budgets
  • Integrating online and traditional marketing
  • Designing great sites--including ecommerce sites
  • Getting actionable answers from web analytics
  • Profiting from search engine marketing (SEM) and optimization (SEO)
  • Executing winning pay-per-click and display ad campaigns
  • Developing effective email lists and campaigns
  • Building two-way conversations with customers and prospects
  • Marketing on Facebook, Twitter, and other social media
  • Creating an online PR media room
  • Marketing through YouTube and podcasts
  • Selling through iPhone and apps
  • Managing web/online marketing coherently and efficiently
  • Tracking performance--and improving it!
  • Technical accuracy guaranteed by Econsultancy’s Rebecca Lieb

Table of Contents

Part I: Web Marketing
Chapter 1 Revisiting Marketing Fundamentals
Chapter 2 Understanding the Components of Web Marketing

Part II: Planning Your Online Activities
Chapter 3 Balancing and Budgeting Online Activities
Chapter 4 Integrating Online and Traditional Marketing
Chapter 5 Online Research and Analysis
Chapter 6 Creating a Web Marketing Plan

Part III: Website Presence
Chapter 7 Designing an Effective Website
Chapter 8 Creating an Ecommerce Website
Chapter 9 Tracking Website Analytics

Part IV: Search Engine Marketing
Chapter 10 Understanding Search Engine Marketing
Chapter 11 Essential
Chapter 12 Advanced SEO Techniques
Chapter 13 Tracking Search Performance

Part V: Online Advertising
Chapter 14 Understanding Online Advertising
Chapter 15 Pay-per-Click Advertising
Chapter 16 Display Advertising
Chapter 17 Tracking Ad Performance

Part VI: Email Marketing
Chapter 18 Understanding Email Marketing
Chapter 19 Building Email Mailing Lists
Chapter 20 Developing an Email Marketing Campaign
Chapter 21 Tracking Email Marketing Performance

Part VII: Blog Marketing
Chapter 22 Understanding Blog Marketing
Chapter 23 Creating a or Product Blog
Chapter 24 Marketing to the Blogosphere
Chapter 25 Tracking Blog Marketing Performance

Part VIII: Social Media Marketing
Chapter 26 Understanding Social Media
Chapter 27 Participating in Social
Chapter 28 Marketing on Facebook, MySpace, and Twitter
Chapter 29 Tracking Social Media Marketing Performance

Part IX: Online PR
Chapter 30 Understanding Online PR
Chapter 31 Developing New Sources and Techniques
Chapter 32 Creating an Online Press Room
Chapter 33 Tracking Online PR Performance

Part X: Multimedia Marketing
Chapter 34 Understanding Multimedia Marketing
Chapter 35 Podcast Marketing
Chapter 36 Video Marketing
Chapter 37 Tracking Multimedia Marketing Performance

Part XI: Mobile Marketing
Chapter 38 Understanding Mobile Marketing
Chapter 39 Designing a Mobile-Friendly Website
Chapter 40 Advertising on Mobile Devices
Chapter 41 Marketing via Mobile Apps
Chapter 42 Tracking Mobile Marketing Performance

Part XII: Online Marketing Management
Chapter 43 Managing Your Web Marketing Activities
Chapter 44 Looking to the Future

Book Details

  • Title: The Ultimate Web Marketing Guide
  • Author:
  • Length: 640 pages
  • Edition: 1
  • Language: English
  • Publisher:
  • Publication Date: 2010-11-08
  • ISBN-10: 0789741008
  • ISBN-13: 9780789741004