Internet Marketing Start to Finish: Drive measurable, repeatable online sales with search marketing, usability, CRM, and analytics (Que Biz-Tech)

Book Description

This book is designed to help your company view Internet marketing strategically, bring together marketing, sales and operations functions that were previously separate and siloed, and systematically capture and apply data to drive dramatic improvements in performance. Drawing on their extensive experience with enterprise clients, Catherine Juon and Dunrie Greiling show you how to implement a more iterative, measurable, and repeatable approach to Internet marketing, gain better information about which online strategies are working best, deliver better-qualified leads to sales, build an “online sales engine” to track every customer relationship from the very outset – and, above all, grow profits. Rather than covering individual Internet marketing tools in isolation, they show you how to integrate the full strategic toolkit: social media, pay-per-click, Google AdWords, SEO, site usability, Google Analytics, audience analysis, CRM, lead generation, site navigation optimization, and more. You’ll learn how to use metrics and data analysis far more effectively to inform adjustments in both long-term strategy and short-term tactics. Along the way, the authors offer you new solutions to challenges discussed in no other book – including the challenges of marketing, advertising, and pricing when Google flattens all channels and geographies into a single gigantic marketplace.

Table of Contents
Chapter 1: Why Online Sales Matter
Chapter 2: What an Online Sales Engine Can Do
Chapter 3: Building a Metrics-driven Practice
Chapter 4: Breaking Down Silos to Get the Metrics You Need

Chapter 5: The Audience Is Listening (What Will You Say?)
Chapter 6: Putting It All Together and Selling Online
Chapter 7: Making Websites that Work
Chapter 8: It’s All about Visibility

Chapter 9: Running the Feedback Loop
Chapter 10: Special Considerations for International Organizations
Appendix A: Detailed Audience Checklist

Book Details

  • Paperback: 350 pages
  • Publisher: Que (August 2011)
  • Language: English
  • ISBN-10: 0789747898
  • ISBN-13: 978-0789747891
  • File Size: 17.79 MB

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