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Book Guide to Online Marketing

    Table of Contents

    • Chapter 3: Online Advertising

      • Introduction
      • How It Works
      • How to Show Your Message
      • How to Pay
      • Ad Servers and Advertising Networks
      • Putting It All Together
      • The Advantages of Online Advertising
      • Disadvantages of Online Advertising
      • Case Study: BMW South Africa
      • References
    • Chapter 4: Affiliate Marketing

      • Introduction
      • How It Works
      • Tracking: The Lifeline of Affiliate Marketing
      • When Things Go Wrong
      • How Do Affiliates Promote Merchants?
      • Affiliate Networks
      • Tools of the Trade
      • Setting Up a Campaign
      • Pros and Cons
      • Case Study: Prezzybox.com
      • References
    • Chapter 6: Search Engine Optimization

      • Introduction
      • How It Works
      • Well-Researched Key Phrases
      • Optimizing Content for Key Phrases
      • Link Popularity
      • Emerging Trends
      • Case Study: Yachting Partners International
      • References
    • Chapter 7: Pay per Click Advertising

      • Introduction
      • How It Works
      • Keywords and Match Types
      • Planning and Setting Up a Campaign
      • Online Comparison Engines
      • Pros and Cons
      • Case Study: Southern Sun
      • References
    • Chapter 8: Social Media

      • Introduction
      • How It Works
      • Content Sharing: Create and Share
      • Crowdsourcing: Unleashing the Power of the Online Community
      • Creating Content and Opinion: Blogging and Podcasting
      • Social Media and Marketing: Rules of Engagement
      • Case Study: FNB and Idea Bounty
      • References
    • Chapter 10: Viral Marketing

      • Introduction
      • How It Works
      • Preparing to Go Viral
      • Now What?
      • Case Study: Firebox.com and Speedy Santa
      • References
    • Chapter 11: Online Reputation Management

      • Introduction
      • The First Step: Monitor the Conversation
      • The Second Step: Measure What’s Being Said by Whom
      • The Third Step: Manage—Engaging In and Leading the Conversation
      • The Fourth Step: Maximize—Evolve Your Strategy
      • Ten Rules to Recover from an Online Brand Attack
      • Case Study: Four South African Banks
      • References
    • Chapter 11: Online Reputation Management

      • Introduction
      • The First Step: Monitor the Conversation
      • The Second Step: Measure What’s Being Said by Whom
      • The Third Step: Manage—Engaging In and Leading the Conversation
      • The Fourth Step: Maximize—Evolve Your Strategy
      • Ten Rules to Recover from an Online Brand Attack
      • Case Study: Four South African Banks
      • References
    • Chapter 12: Web Public Relations

      • Introduction
      • How It Works
      • WebPR Tactics
      • Press Releases: Optimized for Search and for Social Media
      • Online Press Room
      • Case Study: Pilkington Self-Cleaning Glass
      • Reference
    • Chapter 16: Mobile Marketing

      • Introduction
      • Why the Mobile Phone?
      • Mobile Phones: More than Phone Calls
      • Short Message Service (SMS)
      • Multimedia Message Service
      • Mobile Web
      • Case Study: Peugeot 107’s Break Free Campaign
      • References
    • Chapter 17: Customer Relationship Management

      • Introduction
      • Why Electronic Customer Relationship Management?
      • Putting a Value on Customer Relationship Management
      • Using Customer Relationship Management to Inform Your eMarketing Tactics
      • Technology and Customer Relationship Management
      • Case Study: Virtual Works and PG Glass
      • References
    • Chapter 18: Market Research

      • Introduction
      • Quantitative and Qualitative Research
      • Primary and Secondary Research
      • Online Surveys: Gathering Data
      • Case Study: BrandsEye
      • References

        Chapter 19: eMarketing Strategy

        • Introduction
        • The Internet and the Marketing Mix
        • Developing a Marketing Plan
        • eMarketing and Marketing
        • Case Study: Barack Obama’s Strategic Use of the Internet
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