The ultimate web marketing guide

This book brings together all the reliable, detailed information you need to make the most of web, online, mobile, & social marketing. 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 and get insights that save you money and drive value faster. -- from Back Cover.

Includes index.

I. Web marketing 101 : Revisiting marketing fundamentals ; Understanding the components of web marketing --II. Planning your online activities ; Integrating online and traditional marketing ; Online research and analysis ; Creating a web marketing plan -- III. Website presence ; Designing an effective website ; Creating a n ecommerce website ; Tracking website analytics -- IV. Search engine marketing : Understanding search engine marketing ; Essential search engine optimization ; Advanced SEO techniques ; Tracking search performance -- V. Online advertising : Understanding online advertising ; Pay-per-click advertising ; Display advertising ; Tracking ad performance -- VI. Email marketing : Understanding email marketing ; Building email mailing lists ; Developing an email marketing campaign ; Tracking email marketing performance -- VII. Blog marketing : Understanding blog marketing ; Creating a company or product blog ; Marketing to the blogosphere ; Tracking blog marketing performance -- VIII. Social media marketing : Understanding social media ; Participating in social networking ; Marketing on Facebook, MySpace, and twitter ; Tracking social media marketing performance -- IX. O…