Basics Marketing: Online Marketing

Description

Basics Marketing: Online Marketing offers an accessible and practical introduction to what is unquestionably the most dynamic and fast-moving field in marketing today. While online marketing is increasingly visible in our daily lives, it is still a young medium: it is still in its experimental stage. Online technology continues to improve in leaps and bounds, so that what seemed cutting edge a few years ago now looks dated and quaint. Online marketing is changing form rapidly in keeping with technology and rapid consumer adoption of new media and new ideas. Basics Marketing: Online Marketing considers the major online trends that will continue in one form or another for some time. It also highlights big marketing ideas and case studies, which exemplify forward thinking and will continue to inspire great online ideas well into the future. These include eBay, Google, and Barack Obamas election campaign.

CONTENTS:

Chapter 1: The Digital Revolution

 What is the Digital Revolution?

 How has the digital revolution changed media?

 How has the digital revolution affected consumers?

 How has the digital revolution changed marketing?

 Case Study: Telecom New Zealand

 Questions and Exercises

 Chapter 2: Search Marketing

 Is Search Really Considered Marketing?

 Natural Search, Keywords, and Search Optimization

 Paid Search

 From Marketing Push to Consumer Pull

 Potential Futures of Search

 Case Study: Google vs. Bing

 Questions and Exercises

 Chapter 3: E-commerce and E-branding

 The Internet as a Storefront

 Building Great Brand Websites

 Measuring Return on Investment (ROI)

 A New Consumer Purchase Funnel

 Data, Data, and More Data

 Case Study: eBay

 Questions and Exercises

 Chapter 4: Advertising on the Web

 Welcome to Pluto

 Display Ads

 Advertising Creativity Beyond Display Ads

 E-mail Marketing

 New Approaches to Creative Development and Media Planning

 When is Offline the Best Way to Advertise Online?

 Case Study: Burger King

 Questions and Exercises

 Chapter 5: The Social Web

 The Fifth Estate?

 Blogs

 Wikis

 Social Networks

 Second Life and MMORPG’s

 Successful Social Web Marketing

 Case Study: Barack Obama

 Questions and Exercises

 Chapter 6: Online Applications and Mobile Marketing

 Cloud Computing and Widgets

 Mobile Phone Marketing

 Case Study: ESPN

 Questions and Exercises

 Chapter 7: Measurement and Analysis

 A Wealth of Riches or Information Overload?

 KPI’s and Dashboards

 Making Analytics Actionable

 Problems with Online Measurement

 Econometrics and Marketing Mix Modeling

 Case Study: Dove

 Questions and Exercises

 Chapter 8: Ethics Issues

 Privacy

 Online Marketing to Children

 What is the Digital Revolution?

 How has the digital revolution changed media?

 How has the digital revolution affected consumers?

 How has the digital revolution changed marketing?

 Case Study: Geppetto

 Questions and Exercises

 CASE STUDIES AND CONTRIBUTORS

 BMW

 Burger King

 Dove beauty products

 eBay

 ESPN (sports television network)

 Facebook Beacon

 Fuhu (a web development company)

 Geppetto (a youth advertising agency)

 Google versus Bing

 Mars ‘Fling’ candy bar

 Telecom New Zealand

 The Simpson’s Movie

 www.MyBarackObama.com