translating concepts and strategies into actions
(Note: this site has not been optimized with anything besides Site Title as a test for Google Rankings.)
Websites and internet marketing were first developed and managed by the Information Technology department because of the technical requirements involved in doing any electronic actions. Over the years, as software has become more user friendly and processes have simplified, the Marketing Department has started becoming more and more involved not just in the message but also in the delivery.
Hundreds of books have been written and numerous courses have been developed to educate the professional community on the strategic importance of the internet and how to approach this marketing medium. After taking these courses, many professionals find themselves agreeing that they cannot ignore the value of the internet - they have to adopt internet marketing and incorporate it into their company’s operational and strategic plans in order to be successful. But how to actually start doing internet marketing is a completely different challenge.
Internet marketing is no longer a specialty skillset, it is a requirement for today’s marketers to have. Our guide on tactical internet market is designed to educate individuals on the specific skills and knowledge they need to succeed in any industry and market segment. Upon reading this guide, you will be confident that you have these skills and are fully qualified to provide both the strategic and the tactical direction.
Chapter Overviews:
1. ENVIRONMENT FUNDAMENTALS
This chapter discusses the basic technology and software skill sets that every eMarketer must be familiar with so they can make intelligent decisions regarding the website’s development, operation, and promotion.
There are 3 broad areas that fall under the scope of Environment Fundamentals:
- Computer Software and Internet Media
- Website Structure, Mechanics, and Content
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Concepts and Skills
2. ECOMMERCE ISSUES
In order to evaluate and implement Internet Marketing initiatives, Marketers must be aware of the options available to sell products or services online. Integrating these options with your company’s existing operations or processes is critical to the long-term success of your internet marketing programs.
3. MARKET RESEARCH AND INTELLIGENCE
‘Brick and Mortar’ companies, through conferences and trade publications to name a few, are usually very aware of where their customers are and what their competitors are doing. With the decentralized nature of the internet, it can be very difficult to identify these for your specific industry.
This chapter will discuss several ways to identify potential customers, evaluate product potential, and monitor what your competition is doing.
4. MARKETING TACTICS
A key element of the marketing program for Internet businesses revolves around traffic generation and driving more prospects regularly to your website. There are a range of options and software opportunities that you can use to create awareness and interest for your online business.
This chapter discusses many different tactics that you can incorporate in your marketing plan and includes practical tips on executing them effectively.
Search Engine Marketing, because of its importance, is discussed in-depth.
5. INTERNET INTELLIGENCE
This chapter will discuss several ways that you can evaluate your website’s performance versus the competition and also outlines several methods to track and monitor what your competition is doing.
6. DATA MINING and WEB ANALYTICS
Every marketing program has to have metrics. This section will outline how to gather and evaluate the many metrics available in order to evaluate a website’s or a specific marketing campaign’s effectiveness.
7. LEGAL AND ETHICAL ISSUES
Discusses the many legal and ethical issues surrounding internet marketing and how to ensure that you are compliant with them.
9. SECURITY AND PRIVACY
Discusses the dangers inherent in any online activity and outlines common practices that you should adopt to keep your data secure.