Coverart for item
The Resource B2B digital marketing : [using the web to market directly to businesses], Michael Miller

B2B digital marketing : [using the web to market directly to businesses], Michael Miller

Label
B2B digital marketing : [using the web to market directly to businesses]
Title
B2B digital marketing
Title remainder
[using the web to market directly to businesses]
Statement of responsibility
Michael Miller
Title variation
Business to business digital marketing
Creator
Author
Subject
Language
eng
Summary
The Internet has long been an important component in business-to-consumer (B2C) marketing, enabling companies to market their brands and products directly to consumers. Business-to-business (B2B) companies are also looking to digital vehicles to enhance their marketing efforts, including everything from email and blog marketing to social media and mobile marketing. Marketing to businesses is much different from marketing to consumers, and B2B digital marketing is equally different from B2C web marketing. While most of the vehicles are the same, the way they are used are unique to B2B marketing. As such, B2B marketers are increasingly seeking advice on how to use digital media to market their products and services to other businesses. While there are numerous seminars and conferences devoted to the topic of B2B digital marketing, there are few books that directly address the topic
http://library.link/vocab/creatorDate
1958-
http://library.link/vocab/creatorName
Miller, Michael
Dewey number
658.8
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Internet marketing
  • Industrial marketing
  • Digital media
Label
B2B digital marketing : [using the web to market directly to businesses], Michael Miller
Instantiates
Publication
Note
Cover subtitle: Using the web to market directly to businesses
Bibliography note
Includes bibliographical references and index
Contents
  • Contents note continued: 19.Qualifying Results -- Analyzing Social Media -- Analyzing Engagement -- Analyzing Comments -- Analyzing Sentiment -- 20.Looking Forward -- Evaluating---and Modifying---Your B2B Digital Marketing Strategy -- Evaluating Results -- Adjusting Your Budget -- Adjusting Your Plan -- Looking to the Future -- Email Is Fading -- Blogs Are Fading -- Social Networking Is Taking Over -- Mobility Matters
  • Contents note continued: Situational Analysis -- Opportunities and Issues -- Goals and Objectives -- Marketing Strategy -- Action Plan -- Budget -- Writing Your Marketing Plan -- Putting the Plan into Practice -- II.EXECUTION -- 9.B2B Website Marketing -- Why Your Website Is Important -- Designing Your Website for B2B -- Keeping It Simple -- Minimizing Technology---and Design -- Providing the Right Content -- Keeping the Content Simple---and Accessible -- Putting Content on the Page -- Providing Content for Search Engines -- Providing Easy Navigation -- Considering the Look and Feel of Your Site -- Creating Unique Landing Pages -- Choosing the Right Content and Features -- Designing Your Website for Acquisition -- Organization and Navigation -- Content and Collateral -- Access for Everyone? -- Asking for More -- Designing Your Website for Conversion -- Is Online Conversion for You? -- Designing for E-Commerce -- Providing Customer Service --
  • Contents note continued: Designing Your Website for Retention -- Providing Support -- Providing Additional Information -- Providing Community -- 10.B2B Search Engine Marketing -- Why Search Engine Marketing Is Important -- Understanding Search Engine Optimization -- Understanding Web Search -- How a Typical Search Works -- How a Search Site Builds Its Database---And Assembles Its Index -- Examining the Major Search Engines -- What Search Engines Look For -- Keywords -- HTML Tags -- Inbound Links -- Optimizing Your Site's Content -- What Is Quality Content? -- Why Does Quality Content Matter? -- Writing Engaging Copy -- Crafting SEO-Friendly Content -- Optimizing Your Site's Keywords -- Performing Keyword Research -- Fine-Tuning Keywords for B2B -- Determining the Right Keyword Density -- Writing Keyword-Oriented Copy -- Optimizing Your Site's HTML Tags -- <TITLE> Tags -- <META> Tags -- Header Tags -- Anchor Text -- Optimizing Your Site's Design and Organization --
  • Contents note continued: Put the Most Important Stuff First on the Page -- Use Headings and Subheadings -- Use Text, Not Pictures (or Videos or Flash...) -- Optimizing Inbound Links -- Creating Linkworthy Content -- Getting the Word Out -- Making Link Requests -- Engaging in Link Trading -- Purchasing Links -- Optimizing Links Between Pages on Your Site -- Optimizing Images -- Using the ALT Attribute -- Using the TITLE Attribute -- 11.B2B Online Advertising -- How Effective Is B2B Online Advertising? -- How Online Advertising Differs from Traditional Advertising -- Targeted Placement -- Improved Tracking -- Efficiency of Investment -- Different Payment Models -- CPM---Cost-Per-Thousand -- CPC---Cost-Per-Click -- Using PPC Ads -- How PPC Advertising Works -- Understanding Context-Sensitive Ad Placement -- Paying by the Click -- Bidding for Keywords -- Choosing a Bidding Strategy -- Writing Effective Ad Copy -- Creating PPC Image Ads -- Using Display Ads --
  • Machine generated contents note: I.PLANNING -- 1.Understanding Digital Marketing -- What Is Digital Marketing? -- Why Digital Marketing Matters for B2B -- Digital Marketing Keeps You Competitive -- Digital Marketing Is Becoming More Prevalent -- Digital Marketing Improves Customer Relationships -- Digital Marketing: A 21st Century Imperative -- Getting to Know the Components of Digital Marketing -- Website Marketing -- Search Engine Marketing -- Online Advertising -- Email Marketing -- Blog Marketing -- Social Media Marketing -- Audio, Video, and Interactive Marketing -- Public Relations -- Mobile Marketing -- Migrating from Traditional Channels to Digital Channels -- Migrating from Cold Calling to Search Engine Marketing -- Migrating from Literature to Websites -- Migrating from Trade Advertising to Web Advertising -- Migrating from Direct Mail to Email -- Migrating from Newsletters and Phone Calls to Social Media -- Migrating from Trade Magazine PR to Blog PR --
  • Contents note continued: Migrating from Live Events to Webinars -- How B2B Companies Can Use Digital Marketing -- Precision, Scale, and Marketability -- Understanding the Digital Marketing Process Flow -- Choosing the Right Digital Marketing Tools -- 2.Segmenting Your Audience -- Why Audience Segmentation Is Important -- How to Segment Your Audience -- Breakdown and Build-Up Segmentation -- A Priori and Post Hoc Segmentation -- Common B2B Market Segments -- Hierarchy of Characteristics -- Organizational Characteristics -- Purchasing Characteristics -- How Different Segments Use Digital Media -- Digital Media by Organizational Characteristics -- Digital Media by Purchasing Characteristics -- 3.Planning for Reach -- Understanding the B2B Buying Continuum -- Reaching Out to New Customers -- How Do You Reach New Customers? -- Marketing for Reach -- Using Digital Media to Reach New Customers -- Search Engine Marketing -- PPC Advertising -- Display Advertising -- Blog Marketing --
  • Contents note continued: Online PR -- Mobile Marketing -- Which Digital Media Are Less Suited for Reach? -- Email Marketing -- Multimedia Marketing -- Social Media Marketing -- Website Marketing -- 4.Planning for Customer Acquisition -- Understanding the Customer Acquisition Process -- Traditional Marketing for Customer Acquisition -- Using Digital Media to Acquire New Customers -- Website Marketing -- Blog Marketing -- Multimedia Marketing -- Email Marketing -- Mobile Marketing -- Which Digital Media Are Less Suited for Acquisition? -- Search Engine Marketing -- PPC and Display Advertising -- Online PR -- Social Media Marketing -- 5.Planning for Sales Conversion -- Understanding Conversion -- Converting Customers, the Traditional Way -- Using Digital Media to Convert Customers -- Converting from Your Website -- Converting via Email -- Which Digital Media Are Less Suited for Conversion? -- 6.Planning for Customer Retention -- Understanding Customer Retention --
  • Contents note continued: Retaining Customers, the Old-Fashioned Way -- Using Digital Media to Retain Your Customers -- Providing Ongoing Customer Service and Support -- Encouraging Repeat Orders -- Announcing New Products and Services -- Reinforcing the Customer Relationship -- Choosing the Right Digital Media for Customer Retention -- Website Marketing -- Blog Marketing -- Email Marketing -- Multimedia Marketing -- Social Media Marketing -- Mobile Marketing -- Which Digital Media Are Less Likely for Customer Retention? -- 7.Planning for Customer Loyalty -- Understanding Customer Loyalty -- Encouraging Customer Loyalty, the Old School Way -- Using Digital Media to Encourage Customer Loyalty -- Social Media Marketing -- Email Marketing -- What Digital Media Are Less Likely for Loyalty Referrals? -- 8.Creating a B2B Digital Marketing Plan -- Why You Need a Digital Marketing Plan -- Understanding the Elements of a Digital Marketing Plan -- Executive Summary -- Mission --
  • Contents note continued: Understanding Display Ads -- Examining Rich Media Ads -- Choosing a Display Ad Format -- Creating Effective Display Ads -- Getting to Know the Big Ad Networks -- Maximizing Effectiveness with a Custom Landing Page -- Why Landing Pages Are Important -- Why You Need a Separate Landing Page -- Creating an Effective Landing Page -- Asking for the Lead -- 12.B2B Email Marketing -- Understanding B2B Email Marketing -- Email Marketing Is Direct Marketing -- Email Marketing Is Database Marketing -- Email Marketing Is Targeted Marketing -- Email Marketing Is Proactive Marketing -- Email Marketing Is Inexpensive Marketing -- Email Marketing Is Permission Marketing -- Using Email to Reach New Prospects -- Sharing Names -- Best Practices for Email Lead Solicitation -- Using Email for Customer Acquisition -- Using Email for Conversion -- Using Email for Customer Retention -- Getting Permission -- Different Types of Mailings --
  • Contents note continued: Best Practices for Customer Retention Emails -- Using Email to Encourage Customer Loyalty -- Creating an Effective Email Preference Center -- 13.B2B Blog Marketing -- Why Create a Company Blog? -- Why Corporate Blogging Works -- Blogging for Reach -- Blogging for Acquisition -- Blogging for Retention -- Running Your Blog -- Putting Together a Plan -- Determining Who Contributes to the Blog -- Deciding What to Write About -- Creating Powerful Titles -- Writing Blog Posts -- Determining the Right Frequency -- Marketing to Other Blogs -- Why Other Blogs Are Important -- How to Get Bloggers to Notice---and Mention---You -- Giving Bloggers Everything They Need -- 14.B2B Social Media Marketing -- Understanding Social Media -- Social Networking with Facebook, Google+, and LinkedIn -- Blogging as a Social Medium -- Microblogging with Twitter -- Social Bookmarking with Digg, Delicious, and StumbleUpon -- Social Sharing with YouTube and Flickr --
  • Contents note continued: Social Location Sharing with Foursquare, Gowalla, and MyTown -- How Important Is Social Media Marketing for B2B? -- Which Social Media Should You Target? -- Developing a Social Media Marketing Strategy -- Participating in Social Conversations -- Responding to Online Comments -- Using Social Media for Customer Reach and Acquisition -- Using Social Media for Customer Retention and Loyalty -- Using Specific Social Media -- Using Facebook -- Using Google+ -- Using LinkedIn -- Using Twitter -- 15.B2B Audio, Video, and Interactive Marketing -- Using Podcasts for B2B Marketing -- Understanding Podcasts -- Creating a Podcast: The Technical Details -- Developing a Podcast Strategy -- Distributing Your Podcast -- Using Video for B2B Marketing -- What Kinds of Videos Are Most Effective? -- Producing an Online Video -- Tips for More Effective Online Videos -- Using Interactive Media for B2B Marketing -- Understanding Interactive Media --
  • Contents note continued: Do Webinars Make Sense for You? -- Tips for More Effective Interactive Marketing -- 16.B2B Public Relations -- What Is Online PR---and How Does It Differ from Traditional PR? -- Who You Influence -- How You Influence Them -- Using the New Technology -- Online PR Databases -- Social Media Search -- Press Release Distribution -- The Benefits of Online PR -- Developing New Online Sources -- Targeting Websites and Online Publications -- Targeting Online Writers and Reviewers -- Targeting Bloggers -- Targeting Online Message Forums -- Targeting Social Media -- Creating an Online Press Room -- Why Do You Need a Press Room on Your Website? -- Stocking Your Online Press Room -- 17.B2B Mobile Marketing -- Why Mobile Is Important -- Mobile Marketing in the B2B World -- Mobile Marketing: Big and Getting Bigger -- How Mobile B2B Marketing Differs from Traditional B2B Marketing -- Marketing for a Smaller Screen -- Targeted Marketing --
  • Contents note continued: Adapting Your Website for Mobile -- Adapting Email Marketing for Mobile -- Adapting Other Digital Media for Mobile -- Mobile Search Engine Marketing -- Mobile Advertising -- Mobile Social Marketing -- Mobile Audio/Video Marketing -- Mobile Interactive Marketing -- Using SMS Marketing -- III.MEASUREMENT AND REFOCUS -- 18.Quantifying Results -- Analyzing Digital Media Performance -- Analyzing Website Performance -- Analyzing Search Engine Marketing Performance -- Analyzing Advertising Performance -- Analyzing Email Performance -- Analyzing Blog Performance -- Analyzing Social Media Performance -- Analyzing Podcast Performance -- Analyzing Online Video Performance -- Analyzing Interactive Marketing Performance -- Analyzing Online PR Performance -- Analyzing Mobile Marketing Performance -- Analyzing Performance by Buying Stage -- Analyzing Reach -- Analyzing Acquisition -- Analyzing Conversion -- Analyzing Retention -- Analyzing Loyalty --
Control code
000048990016
Dimensions
23 cm.
Extent
xvii, 339 p.
Isbn
9780789748874
Other physical details
ill.
Label
B2B digital marketing : [using the web to market directly to businesses], Michael Miller
Publication
Note
Cover subtitle: Using the web to market directly to businesses
Bibliography note
Includes bibliographical references and index
Contents
  • Contents note continued: 19.Qualifying Results -- Analyzing Social Media -- Analyzing Engagement -- Analyzing Comments -- Analyzing Sentiment -- 20.Looking Forward -- Evaluating---and Modifying---Your B2B Digital Marketing Strategy -- Evaluating Results -- Adjusting Your Budget -- Adjusting Your Plan -- Looking to the Future -- Email Is Fading -- Blogs Are Fading -- Social Networking Is Taking Over -- Mobility Matters
  • Contents note continued: Situational Analysis -- Opportunities and Issues -- Goals and Objectives -- Marketing Strategy -- Action Plan -- Budget -- Writing Your Marketing Plan -- Putting the Plan into Practice -- II.EXECUTION -- 9.B2B Website Marketing -- Why Your Website Is Important -- Designing Your Website for B2B -- Keeping It Simple -- Minimizing Technology---and Design -- Providing the Right Content -- Keeping the Content Simple---and Accessible -- Putting Content on the Page -- Providing Content for Search Engines -- Providing Easy Navigation -- Considering the Look and Feel of Your Site -- Creating Unique Landing Pages -- Choosing the Right Content and Features -- Designing Your Website for Acquisition -- Organization and Navigation -- Content and Collateral -- Access for Everyone? -- Asking for More -- Designing Your Website for Conversion -- Is Online Conversion for You? -- Designing for E-Commerce -- Providing Customer Service --
  • Contents note continued: Designing Your Website for Retention -- Providing Support -- Providing Additional Information -- Providing Community -- 10.B2B Search Engine Marketing -- Why Search Engine Marketing Is Important -- Understanding Search Engine Optimization -- Understanding Web Search -- How a Typical Search Works -- How a Search Site Builds Its Database---And Assembles Its Index -- Examining the Major Search Engines -- What Search Engines Look For -- Keywords -- HTML Tags -- Inbound Links -- Optimizing Your Site's Content -- What Is Quality Content? -- Why Does Quality Content Matter? -- Writing Engaging Copy -- Crafting SEO-Friendly Content -- Optimizing Your Site's Keywords -- Performing Keyword Research -- Fine-Tuning Keywords for B2B -- Determining the Right Keyword Density -- Writing Keyword-Oriented Copy -- Optimizing Your Site's HTML Tags -- <TITLE> Tags -- <META> Tags -- Header Tags -- Anchor Text -- Optimizing Your Site's Design and Organization --
  • Contents note continued: Put the Most Important Stuff First on the Page -- Use Headings and Subheadings -- Use Text, Not Pictures (or Videos or Flash...) -- Optimizing Inbound Links -- Creating Linkworthy Content -- Getting the Word Out -- Making Link Requests -- Engaging in Link Trading -- Purchasing Links -- Optimizing Links Between Pages on Your Site -- Optimizing Images -- Using the ALT Attribute -- Using the TITLE Attribute -- 11.B2B Online Advertising -- How Effective Is B2B Online Advertising? -- How Online Advertising Differs from Traditional Advertising -- Targeted Placement -- Improved Tracking -- Efficiency of Investment -- Different Payment Models -- CPM---Cost-Per-Thousand -- CPC---Cost-Per-Click -- Using PPC Ads -- How PPC Advertising Works -- Understanding Context-Sensitive Ad Placement -- Paying by the Click -- Bidding for Keywords -- Choosing a Bidding Strategy -- Writing Effective Ad Copy -- Creating PPC Image Ads -- Using Display Ads --
  • Machine generated contents note: I.PLANNING -- 1.Understanding Digital Marketing -- What Is Digital Marketing? -- Why Digital Marketing Matters for B2B -- Digital Marketing Keeps You Competitive -- Digital Marketing Is Becoming More Prevalent -- Digital Marketing Improves Customer Relationships -- Digital Marketing: A 21st Century Imperative -- Getting to Know the Components of Digital Marketing -- Website Marketing -- Search Engine Marketing -- Online Advertising -- Email Marketing -- Blog Marketing -- Social Media Marketing -- Audio, Video, and Interactive Marketing -- Public Relations -- Mobile Marketing -- Migrating from Traditional Channels to Digital Channels -- Migrating from Cold Calling to Search Engine Marketing -- Migrating from Literature to Websites -- Migrating from Trade Advertising to Web Advertising -- Migrating from Direct Mail to Email -- Migrating from Newsletters and Phone Calls to Social Media -- Migrating from Trade Magazine PR to Blog PR --
  • Contents note continued: Migrating from Live Events to Webinars -- How B2B Companies Can Use Digital Marketing -- Precision, Scale, and Marketability -- Understanding the Digital Marketing Process Flow -- Choosing the Right Digital Marketing Tools -- 2.Segmenting Your Audience -- Why Audience Segmentation Is Important -- How to Segment Your Audience -- Breakdown and Build-Up Segmentation -- A Priori and Post Hoc Segmentation -- Common B2B Market Segments -- Hierarchy of Characteristics -- Organizational Characteristics -- Purchasing Characteristics -- How Different Segments Use Digital Media -- Digital Media by Organizational Characteristics -- Digital Media by Purchasing Characteristics -- 3.Planning for Reach -- Understanding the B2B Buying Continuum -- Reaching Out to New Customers -- How Do You Reach New Customers? -- Marketing for Reach -- Using Digital Media to Reach New Customers -- Search Engine Marketing -- PPC Advertising -- Display Advertising -- Blog Marketing --
  • Contents note continued: Online PR -- Mobile Marketing -- Which Digital Media Are Less Suited for Reach? -- Email Marketing -- Multimedia Marketing -- Social Media Marketing -- Website Marketing -- 4.Planning for Customer Acquisition -- Understanding the Customer Acquisition Process -- Traditional Marketing for Customer Acquisition -- Using Digital Media to Acquire New Customers -- Website Marketing -- Blog Marketing -- Multimedia Marketing -- Email Marketing -- Mobile Marketing -- Which Digital Media Are Less Suited for Acquisition? -- Search Engine Marketing -- PPC and Display Advertising -- Online PR -- Social Media Marketing -- 5.Planning for Sales Conversion -- Understanding Conversion -- Converting Customers, the Traditional Way -- Using Digital Media to Convert Customers -- Converting from Your Website -- Converting via Email -- Which Digital Media Are Less Suited for Conversion? -- 6.Planning for Customer Retention -- Understanding Customer Retention --
  • Contents note continued: Retaining Customers, the Old-Fashioned Way -- Using Digital Media to Retain Your Customers -- Providing Ongoing Customer Service and Support -- Encouraging Repeat Orders -- Announcing New Products and Services -- Reinforcing the Customer Relationship -- Choosing the Right Digital Media for Customer Retention -- Website Marketing -- Blog Marketing -- Email Marketing -- Multimedia Marketing -- Social Media Marketing -- Mobile Marketing -- Which Digital Media Are Less Likely for Customer Retention? -- 7.Planning for Customer Loyalty -- Understanding Customer Loyalty -- Encouraging Customer Loyalty, the Old School Way -- Using Digital Media to Encourage Customer Loyalty -- Social Media Marketing -- Email Marketing -- What Digital Media Are Less Likely for Loyalty Referrals? -- 8.Creating a B2B Digital Marketing Plan -- Why You Need a Digital Marketing Plan -- Understanding the Elements of a Digital Marketing Plan -- Executive Summary -- Mission --
  • Contents note continued: Understanding Display Ads -- Examining Rich Media Ads -- Choosing a Display Ad Format -- Creating Effective Display Ads -- Getting to Know the Big Ad Networks -- Maximizing Effectiveness with a Custom Landing Page -- Why Landing Pages Are Important -- Why You Need a Separate Landing Page -- Creating an Effective Landing Page -- Asking for the Lead -- 12.B2B Email Marketing -- Understanding B2B Email Marketing -- Email Marketing Is Direct Marketing -- Email Marketing Is Database Marketing -- Email Marketing Is Targeted Marketing -- Email Marketing Is Proactive Marketing -- Email Marketing Is Inexpensive Marketing -- Email Marketing Is Permission Marketing -- Using Email to Reach New Prospects -- Sharing Names -- Best Practices for Email Lead Solicitation -- Using Email for Customer Acquisition -- Using Email for Conversion -- Using Email for Customer Retention -- Getting Permission -- Different Types of Mailings --
  • Contents note continued: Best Practices for Customer Retention Emails -- Using Email to Encourage Customer Loyalty -- Creating an Effective Email Preference Center -- 13.B2B Blog Marketing -- Why Create a Company Blog? -- Why Corporate Blogging Works -- Blogging for Reach -- Blogging for Acquisition -- Blogging for Retention -- Running Your Blog -- Putting Together a Plan -- Determining Who Contributes to the Blog -- Deciding What to Write About -- Creating Powerful Titles -- Writing Blog Posts -- Determining the Right Frequency -- Marketing to Other Blogs -- Why Other Blogs Are Important -- How to Get Bloggers to Notice---and Mention---You -- Giving Bloggers Everything They Need -- 14.B2B Social Media Marketing -- Understanding Social Media -- Social Networking with Facebook, Google+, and LinkedIn -- Blogging as a Social Medium -- Microblogging with Twitter -- Social Bookmarking with Digg, Delicious, and StumbleUpon -- Social Sharing with YouTube and Flickr --
  • Contents note continued: Social Location Sharing with Foursquare, Gowalla, and MyTown -- How Important Is Social Media Marketing for B2B? -- Which Social Media Should You Target? -- Developing a Social Media Marketing Strategy -- Participating in Social Conversations -- Responding to Online Comments -- Using Social Media for Customer Reach and Acquisition -- Using Social Media for Customer Retention and Loyalty -- Using Specific Social Media -- Using Facebook -- Using Google+ -- Using LinkedIn -- Using Twitter -- 15.B2B Audio, Video, and Interactive Marketing -- Using Podcasts for B2B Marketing -- Understanding Podcasts -- Creating a Podcast: The Technical Details -- Developing a Podcast Strategy -- Distributing Your Podcast -- Using Video for B2B Marketing -- What Kinds of Videos Are Most Effective? -- Producing an Online Video -- Tips for More Effective Online Videos -- Using Interactive Media for B2B Marketing -- Understanding Interactive Media --
  • Contents note continued: Do Webinars Make Sense for You? -- Tips for More Effective Interactive Marketing -- 16.B2B Public Relations -- What Is Online PR---and How Does It Differ from Traditional PR? -- Who You Influence -- How You Influence Them -- Using the New Technology -- Online PR Databases -- Social Media Search -- Press Release Distribution -- The Benefits of Online PR -- Developing New Online Sources -- Targeting Websites and Online Publications -- Targeting Online Writers and Reviewers -- Targeting Bloggers -- Targeting Online Message Forums -- Targeting Social Media -- Creating an Online Press Room -- Why Do You Need a Press Room on Your Website? -- Stocking Your Online Press Room -- 17.B2B Mobile Marketing -- Why Mobile Is Important -- Mobile Marketing in the B2B World -- Mobile Marketing: Big and Getting Bigger -- How Mobile B2B Marketing Differs from Traditional B2B Marketing -- Marketing for a Smaller Screen -- Targeted Marketing --
  • Contents note continued: Adapting Your Website for Mobile -- Adapting Email Marketing for Mobile -- Adapting Other Digital Media for Mobile -- Mobile Search Engine Marketing -- Mobile Advertising -- Mobile Social Marketing -- Mobile Audio/Video Marketing -- Mobile Interactive Marketing -- Using SMS Marketing -- III.MEASUREMENT AND REFOCUS -- 18.Quantifying Results -- Analyzing Digital Media Performance -- Analyzing Website Performance -- Analyzing Search Engine Marketing Performance -- Analyzing Advertising Performance -- Analyzing Email Performance -- Analyzing Blog Performance -- Analyzing Social Media Performance -- Analyzing Podcast Performance -- Analyzing Online Video Performance -- Analyzing Interactive Marketing Performance -- Analyzing Online PR Performance -- Analyzing Mobile Marketing Performance -- Analyzing Performance by Buying Stage -- Analyzing Reach -- Analyzing Acquisition -- Analyzing Conversion -- Analyzing Retention -- Analyzing Loyalty --
Control code
000048990016
Dimensions
23 cm.
Extent
xvii, 339 p.
Isbn
9780789748874
Other physical details
ill.

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