Click to enlargeIntroduction to <br>Internet Marketing<a name="top">

ISBN: 1-932813-17-9
Number of Pages: 116
Number of Diagrams: 36
Author: Lawrence Harte
Copyright: 2008

Description

This book explains fundamentals of Internet marketing programs and the options available to business leaders and marketing managers. You will learn how to perform email marketing, banner advertising, affiliate promotion, keyword marketing, search engine optimization, and how to select, setup and run online storefronts.

Internet marketing offer the possibility to tracking almost every action a visitor or potential customer takes in response to marketing messages and how they navigate through their buying cycle.One of the most desirable aspects of Internet marketing is low barrier to entry. This Introduction has helped everyone from young entrepreneurs, small business owners, to corporate executives like Isaac Dabah grasp the fundamentals of online business. This book explains how to more....



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Sample Diagrams

There are more than 36 explanatory diagrams in this book

Adword Marketing

This diagram shows the basic keyword advertising process. In this example, four companies have submitted ads to a search engines that match a keyword. When an Internet user enters a search word into the search engine, the search engine provides the user with a list of URLs found along with a list of sponsored ads. The sponsored ad presentation (impressions) is organized with the highest bid on top and ads with lower bids positioned lower on the screen.

Email Marketing

This figure shows an example email marketing process with some sample numbers. This example shows that email marketing is the process of managing lists, developing ad campaigns, creating promotional offers, broadcasting email messages, and tracking the results. This diagram shows an example of lists that cost 1 to 10 cents per name. Names in these lists are grouped to match specific marketing campaigns. These marketing campaigns have several promotional offers. The emails are broadcast and some of the emails are returned and 1% to 20% returns is typical. Of the emails that make it to the recipient, some of the emails are never opened. Of the 25% to 80% of the emails that are opened, approximately 2% to 10% click through to the specific product or service order page.

Affiliate Marketing

This figure shows the basic operation of affiliate links. This example shows that affiliate links are provided to affiliate marketing partners and these links are inserted on pages that have a common interest with the affiliate's product. When visitors to the affiliate web sites click on the affiliate link, this link provides the web address of the destination page along with an affiliate ID code. When the destination page is accessed, the affiliate ID code is stored during the visitor's session. If the visitor purchases a product, the affiliate ID is stored along with the order information. This order information and affiliate commission table is used to calculate the commissions that are paid to the affiliate partner.

Table of Contents

Internet Web Marketing
-Internet Marketing Plan
-Loyalty Plan
-Incentive Programs

Buying Cycle

Domain Names
-Domain Name Selection
-Domain Name Registration
-Operation
-Email Forwarding

Measuring Internet Marketing Programs
-Ad Impressions
-Click through rate (CTR)
-Link Tracking
-Conversion Rates

Tracking Visitors
-Hit Counter
-Page Views
-Interstitial Ads
* Pop-up Ad
* Text Link Ad
-Web Site Visitor Log
-Link Tracking

Analysis Tools
-Cookies
-Spyware

Search Engine Optimization (SEO)
-Search Engine Submission
-Organic Listing
-Pay for Placement (PFP)
-Sponsored Link
-Link Exchange
-Fixed Placement
-Trusted Feed

Adword Marketing
-Pay Per Click (PPC)
-Ad Approval
-Keyword Bidding
-Contextual Advertising
-Keyword Ads
-Bid Management
-Keyword Selection
-Click Fraud
-Ad Management Tools

Email Marketing
-Getting Email Addresses
-Email Campaigns
-Email Offers
-Personalization
-Broadcasting Emails
-Email Tracking
-Autoresponders
-List Server

Viral Marketing
-Valuable Product or Service Give-Away
-Media Message
-Viral Message
-Delivery and Referral Mechanism

Affiliate Marketing
-Affiliate Link Operation
-Affiliate Tracking

Mass Media Promotion
-Press Releases
-Electronic Newsletters
-Electronic Magazine (E-Zine)
-Podcasting
-Discussion Groups
* Blogging
* Newsgroups
* User Groups
* Chat Rooms
-Web Seminars (Webinar)

Banner Advertising
-Banner Sizes
-Static Banners
-Animated Banners
-Dynamic Ad Inserts
-Popups
-Popdowns

Web Site Layout
-Copy Writing
-Dynamic Web Pages
-Restricted Web Pages
-Meta Tags
-Web Graphics
-Web Page Frames
-Web Page Forms
-Web Visitor Analysis
* Click Stream

Online Storefront
-Catalog
-Product Page
* Cross Selling
* Up Selling
* Customer Reviews
* Shopping Cart
-Order Processing
* Discounting
-Shipping Methods
-Payment Processing
-Customer Support

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Internet Marketing Acronyms-Appendix 1

Ad Actions - Advertisement Actions
Ad Agency - Advertising Agency
Ad Application - Advertising Application
Ad Campaign - Advertising Campaign
Ad Capabilities - Advertisement Capabilities
Ad Category - Advertising Categories
Ad Layout - Advertising Layout
Ad Network - Advertising Network
Ad Specs - Advertising Specifications
Ad Structure - Advertisement Structure
Ad Unit - Advertising Unit
Advert - Advertisement
Alt tag - Alternative Text
AMS - Advertising Management System
AO - Application Originated Message
Audioblog - Audio Blog
Auto Bidding - Automatic Bidding
Autoresponder - Auto Responder
Backlink - Back Link
Blog - Web Log
Blog Post - Blog Posting
Blog SPAM - Blog Comment SPAM
Breakeven - Break Event Point
BREW - Binary Runtime Environment for Wireless
BS1 - Button Size 1
BS2 - Button Size 2
BSE - Blog Search Engine
CAC - Customer Acquisition Cost
Canonical URL - Canonical Universal Resource Locator
CAN-SPAM - Controlling the Assault of Non - Solicited Pornography and Marketing Act
CBT - Caller Ringback Tone
CFR - Click Fraud Rate
cHTML - Compact Hypertext Markup Language
Clipart - Clip Art
CMS - Content Management System
CPA - Cost Per Acquisition
CPA - Cost per Action
CPC - Cost Per Click
CPC - Cost per Conversion
CPL - Cost Per Lead
CPM - Cost Per Thousand
CPS - Cost Per Sale
CPTM - Cost Per Targeted Thousand
CPU - Cost Per User
CPV - Cost per Visitor
CR - Conversion Rate
CSC - Common Short Code
CSCA - Common Short Code Administration
CSS - Cascading Style Sheets
CSSE - Comparison Shopping Search Engine
CSV - Comma Separated Value
CTA - Call to Action
CTC - Click to Call
CTR - Click Through Rate
CTRC - Click to Receive Coupon
Customer ID - Customer Identification
Daypart - Dayparting
DDC - Default Delivery Context
Destination URL - Destination Universal Resource Locator
DIP - Device Independence Principles
Display Ad - Display Advertisement
Display URL - Display Universal Resource Locator
DIWG - Device Independence Working Group
DOM - Document Object Model
DRAM - Dynamic Random Access Memory
Dynamic Page - Dynamic Web Page
eCash - Electronic Cash
E-Check - Electronic Check
EDGE - Enhanced Data Rates For Global Evolution
EDI - Electronic Data Interchange
EID - Electronic Invoice Data
eLearning - Electronic Learning
Email Opt-in - Email Option In
Email or e-Mail - Electronic Mail
EMS - Enhanced Messaging Service
e-newsletter - Electronic Newsletter
EPC - Earnings per Click
ERM - Email Relationship Management
E-Tailers - Electronic Retailers
ETM - Electronic Ticketing Machine
E-Zine or EZine - Electronic Magazine
Fake URL - Temporary Universal Resource Locator
FMC - Fixed Mobile Convergence
Forwards - Forward Messages
FTEU - Free to End User
Geotargeting - Geographic Targeting
GPS - Global Positioning System
GUI - Graphic User Interface
HDML - Handheld Device Markup Language
Homepage - Home Page
HTML - Hypertext Markup Language
IAB - Interactive Advertising Bureau
iAD - Interactive Advertisements
Image Ads - Image Advertisements
IMAP - Internet Message Access Protocol
Interactive Sites - Interactive Web Sites
InVideo Ad - In Stream Video Advertisements
IO - Insertion Order
IOD - Information On Demand
IP - Intellectual Property
IVR - Interactive Voice Response
IYP - Internet Yellow Pages
J2ME - Java 2 Micro Edition
JCP - Java Community Process
JECF - Java Electronic Commerce Framework
KE - Knowledge Element
Keycode - Key Code
Keyword - Key Word
Keyword URL - Keyword Universal Resource Locator
Killer App - Killer Application
LBA - Location Based Advertising
LBS - Location Based Services
LCP - Lead Capture Page
Listserver - List Server
LPPC - Localized Pay Per Click
LTV - Lifetime Value
M-Advertising - Mobile Advertising
Mailbot - Mail Robot
MASP - Mobile Application Service Provider
M-Card - Mobile Greeting Card
M-Commerce - Mobile Commerce
M-Coupon - Mobile Couponing
Messaging Opt-in - Messaging Option - In
Metatag - Meta Tag
MGW - Mobile Gateway
MIA Email - Missing in Action Emails
Microbutton - Micro Button
MIDP - Mobile Information Device Profile
MIME - Multipurpose Internet Mail Extensions
MMA - Mobile Marketing Association
MMG - Multiplayer Mobile Game
MMS - Multimedia Messaging Service
MNO - Mobile Network Operator
MO - Mobile Originated
Mobile Ad Network - Mobile Advertising Network
Mobile Agency - Mobile Ad Agency
Mobile Search - Mobile Searching
Mobile Site - Mobile Web Site
Mobile TV - Mobile Television
Mobisode - Mobile Episode
Mobizine - Mobile Magazine
Moblog - Mobile Log
MOM - Mobile Originated Message
Monotone - Mono Tone
MT - Application Terminated Message
MT - Mobile Terminated
MTA - Mail Transfer Agent
MTM - Mobile Terminated Message
MWBP - Mobile Web Best Practices
Negative Match - Negative Keyword Match
NRTRDE - Near Real Time Roaming Data Exchange
Opt-in - Option In
Opt-out - Option Out
Opt-out Mechanism - Option Out Mechanism
Pagejacking - Page Jacking
Pagerank - Page Rank
Participation TV - Participation Television
Permalink - Permanent Link
PFI - Pay for Inclusion
PFP - Pay for Performance
PFP - Pay for Placement
PII - Personally Identifiable Information
PO - Purchase Order
POD - Push On Demand
Podcasting - POD Casting
Popdown - Pop - down
Popup - POP - Up
PPA - Pay Per Action
PPC - Pay Per Call
PPC - Pay Per Click
PPD - Pay Per Download
PPI - Pay Per Inclusion
PPV - Pay Per View
Promo - Advertising Promotion
PSMS - Premium Short Messaging Service
PSRAM - Pseudostatic Random Access Memory
PV - Page Views
RAN - Radio Access Network
RAP - Returned Account Procedure
Redirect Server - Redirection Server
ROA - Return on Advertising
ROAS - Return on Advertising Spend
ROI - Return on Investment
RON - Run of Network
RPC - Remote Procedure Call
RSS - Really Simple Syndication
RUIM - Removable User Identity Module
SAC - Subscriber Acquisition Cost
SD - Service Discovery
SEM - Search Engine Marketing
SEO - Search Engine Optimization
SEO Objectives - Search Engine Optimization Objectives
SEP - Search Engine Positioning
SERP - Search Engine Results Page
SessionID - Session Identification Code
SET - Secure Electronic Transaction
Sig File - Signature File
Sitemap - Site Map
SmartPhone - Smart Telephone
SME - Subject Matter Expert
SMIL - Synchronized Multimedia Integration Language
Smishing - SMS Fishing Fraud
SMPP - Short Message Peer to Peer Protocol
SMS - Short Message Service
Softkeys - Soft Keys
SQL - Structured Query Language
SSI - Server Side Include
SSPR - System Selection for Preferred Roaming
Static Page - Static Web Page
STK - SIM Toolkit
Stock Photo - Stock Photography
SYNCH - Synchronization Profile
TAR - Tape Archive Format
Text Ads - Text Advertisements
Text Tagline - Text Tag Line
Tracking URL - Tracking Universal Resource Locator
UGC - User Generated Content
Unique Clicks - Unique Clickthrough
Up-Sell - Up Selling
URL Coupon - Link Coupon
URL Rewrite - Universal Resource Locator Rewriting
User ID - User Identification
USP - Unique Selling Point
VAC - Visitor Acquisition Cost
VAS - Value Added Services
Vidcast - Video Podcast
Video Ads - Video Advertisements
Videoblog - Video Blog
Videocast - Video Casting
Videocasting - Video Casting
Videotone - Video Tone
VisitorID - Visitor Identification Code
vlog - Video Blog
vlogger - Video Blogger
Voice Ad - Voice Advertisements
Wallpaper - Wall Paper
WAP - Wireless Access Protocol
WAP 1.0 - Wireless Access Protocol version 1.0
WAP 2.0 - Wireless Access Protocol version 2.0
WML - Wireless Markup Language
WSDL - Web Services Description Language
XAML - Transaction Authority Markup Language
xHTML - Extensible Hypertext Markup Language
xHTML MP - XHTML Mobile Profile
XML - Extensible Markup Language

About the Author

Mr. Lawrence Harte is the president of Althos, an expert information provider covering the communications industry. He has over 29 years of technology analysis, development, implementation, and business management experience. He has setup, managed, and provided training for keyword advertising, search engine optimization, affiliate links, email broadcasting marketing programs. Mr. Harte has interviewed hundreds of Internet web marketing experts and tested many types of web marketing systems to discover the key success principles used for Internet marketing programs. Mr. Harte's combined knowledge and experience in business systems, communications technologies allow him to communicate well with all people within a company that have a need to understand marketing programs and communication systems. He has authored over 80 books on communications technologies and systems on topics including Internet Marketing, Business Finance, Mobile Communications, IP Telephony, and Billing Systems. Mr. Harte holds many degrees and certificates include an Executive MBA from Wake Forest University (1995) and a BSET from the University of the State of New York, (1990).

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Description

This book explains fundamentals of Internet marketing programs and the options available to business leaders and marketing managers. You will learn how to perform email marketing, banner advertising, affiliate promotion, keyword marketing, search engine optimization, and how to select, setup and run online storefronts.

Internet marketing offer the possibility to tracking almost every action a visitor or potential customer takes in response to marketing messages and how they navigate through their buying cycle. This book explains how to insert and use tracking codes on web pages and in cookies to find out how your web site visitors and customers react to your marketing programs.

Search engine optimization (SEO) is the process or processes that adjust web site descriptions, keyword content, and links to/from other web sites to improve the relative ranking of the search engine list response to keyword searches. By using effective SEO processes, companies can lower their promotion costs by increasing the number and ranking position of organic (free) search results.

Keyword advertising is a marketing process that uses key words that potential customers enter into search engines to find product or service information. Keyword advertising is a pull marketing process which matches your ads to people who are actively looking for solutions that you offer.

Email marketing is the sending marketing and sales information using email messaging systems. Email marketing systems generally combine advanced message broadcast systems along with tracking systems that can monitor the reception, opening, and response to email messages that have been sent.

Affiliate marketing is the sharing of marketing and sales programs that compensates marketing affiliates (partners) for their role in communicating and selling to customers. Using internet marketing services, it is possible to automatically, track and manage and report to affiliate partners.

Banner marketing is the insertion of graphic images on web sites that contain hyperlinks to web sites that offer additional information or products that are for sale. Using banner exchange networks, it is possible to automatically insert, track and compensate for banner advertising on other qualified web sites without having to contact tens or hundreds of potential advertising partners.

A link exchange is the agreement by two (or more) companies to display web links, banner ads or images with hyperlinks on each other company's web site. In addition to producing more traffic between related web sites, link exchange programs increase the popularity and search engine ranking of web pages.

Web portals are Internet web sites that act as an interface between a user and an information service. Web portals can provide specialized knowledge or other types of valuable information for web visitors which can be used to increase traffic and the types of visitors web portals can attract can be very qualified.

An online storefront is a web site that enables visitors to find, order and pay for products and services. Online storefronts typically include catalogs, shopping cars and payment processing systems. There are many storefront options that can influence the effectiveness of a user experience and web analytics can be used to determine which mix of web pages, content choices, and product offers are most effective.

Some of the most important topics featured include:

Internet marketing options
How to measure Internet marketing
Search engine optimization
Keyword advertising
Email promotional campaigns
Affiliate programs
Banner advertising
Link exchange programs
Developing web portals
Online storefronts

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