The ultimate web marketing guide

EVERYTHING YOU NEED TO KNOW ABOUT WEB, MOBILE, & SOCIAL MARKETING! 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: SEO, 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. THE ONLY COMPLETE WEB MARKETING REFERENCE YOU NEED. CUTTING-EDGE COVERAGE OF THESE TOPICS AND MUCH MORE: 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 Android apps Managing web/online marketing coherently and efficiently Tracking performance--and improving it! Technical accuracy guaranteed by Econsultancy's Rebecca Lieb.

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. …