Description:
This textbook-style treatment of the subject offers a lot of useful advice for marketing on the Web now and in the future. The first section starts off by highlighting the six return-on-investment (ROI) models: brand building, direct marketing, online sales, customer support, market research, and content publishing and services. Using examples, Net Results shows how different tactics have helped various kinds of Web sites achieve their goals. The book provides guidelines on design and what information to include as well as tips on developing a domain brand.Part 2 focuses on audience development, discussing how to use search engines, directories, and online communities to help customers find your Web site, plus innovative ways that helped develop brand identity for some companies. This section also details how public relations and Web advertising are vastly different for the Internet and explains why. Each chapter ends with a list of Web resources that you can look up to see examples of successful Web sites. All of these resources are gathered and grouped by category in an index at the back of the book. --Cristina Vaamonde
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