数字营销傻瓜书 Digital Marketing For Dummies？ txt umd azw3 下载 fb2 pdf 在线 免费

Thirty million online UK customers arejust a click away, and DigitalMarketing For Dummies shows you how to reach them. The author team of Internet and marketing experts introduce you to the latest high-impact tools and techniques so you can promote your business with creativity and innovation, and stand out from your competitors.

Ben Carter runs his own digital agency and has written for Marketing and New Media Age magazines. Gregory Brooks is a freelance business journalist and industry commentator. Frank Catalano is an Internet marketing consultant. Bud Smith is the author of Creating Web Pages For Dummies.

Introduction　　　　

　About This Book

　Conventions Used in This Book

　How This Book Is Organised

　　Part Ⅰ: Getting Started with Digital Marketing

　　Part Ⅱ: Marketing on the World Wide Web

　　Part Ⅲ: Marketing with Search

　　Part Ⅳ: Even More Digital Marketing

　　Part Ⅴ: The Part of Tens

　　The Digital Marketing For Dummies Internet Directory

　Icons Used in This Book

　Where to Go from Here

Part Ⅰ: Getting Started with Digital Marketing　　　　

Chapter 1: Getting Net-Savvy

Marketing on the Internet

　　　Introducing the Web

　　　E-mail and mail lists: Unsung online heroes

　　　Online messageboards and forums: The threat and the promise

　　　Online advertising

　　　Wireless access

　　Considering whether You Need to Market on the Internet

　　Finding Your Online Market

　　　Internet user profile

　　Working in the Online World

　Chapter 2: Market Size Matters

　　Using Internet Marketing Resources

　　　Building up your bookmarks

　　　Search tips and tricks

　　　Search engines are your best friends

　　　Following the experts

　　Sizing Up a Market

　　　Identifying customer characteristics

　　　Customer characteristics and the Internet

　　　Sizing up the competition

　Chapter 3: Your Digital Marketing Plan

　　Assessing Your Current Marketing Efforts

　　　Assessing your current company-level marketing efforts,

　　　Digital marketing at the company level

　　　Assessing current product marketing efforts

　　　Marketing your product on the Net

　　　Net marketing for the one-man band

　　Matching Your Customer Base to the Online Community

　　　What if my customer base is typically not online?

　　　What if my business is local?

　　　What if my business is global?

　　Assessing the Competition

　　　Creating a comparison chart

　　　Using your completed chart

　　　Sizing up your pure-play competitors

　　Sizing Your Digital Marketing Effort

　　Creating a Written Plan

　　Implementing Your Digital Marketing Plan

Part Ⅱ:Marketiong on the Worlk Wide Web

　Chapter 4: Mastering Your Domain

　　Choosing an ISP for Digital Marketing

　　Discovering How Domain Names Work

　　　Breaking down domain names

　　　The competition for domain names

　　　Why domain names are so important

　　　Possible new domain names

　　Choosing Your Domain Name(s)

　　　Domain name follies

　　　Good and bad domain names

　　　Choosing a company domain name

　　　What if you're local?

　　Registering Your Domain Name(s)

　　　Registering your domain name yourself

　　　Having an ISP or Web-hosting service register

　　 your domain name for you

　Chapter 5: Planning Your Business Web Site

　　Guiding Principles for Business Sites

　　Specifying Your Site Content

　　Creating a Look and Feel for Your Site

　……

　Chapter 6: Marketing on Your Web Site

　Chapter 7: Getting the Most Out of Your Web Site

Part Ⅲ: Marketing with Search

　Chapter 8: Optimising Your Web Site for Search Engines

　Chapter 9: Understanding the Power of Google

　Chapter 10: Getting to Grips with Paid Search

　Chapter 11: Checking Out Affiliate Marketing

Part Ⅳ: Even More Digital Marketing

　Chapter 12: Controlling the Message with Online

　Chapter 13: Spreading the Word with Internet PR

　Chapter 14: The Emergence of Web 2.0

Part Ⅴ: The Part of Tens

　Chapter 15: Ten Advantages of Digital Marketing

　Chapter 16: Ten Disadvantages of Digital Marketing

　Chapter 17: Ten Offline Marketing Resources

The Digital Marketing For Dummies Internet Directory

Index

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作者简介：

　　Ben Carter runs his own digital agency and has written for Marketing and New Media Age magazines. Gregory Brooks is a freelance business journalist and industry commentator. Frank Catalano is an Internet marketing consultant. Bud Smith is the author of Creating Web Pages For Dummies.