World Wide Web Marketing: Integrating the Web into Your Marketing Strategy, 3rd Edition,9780471217442

World Wide Web Marketing: Integrating the Web into Your Marketing Strategy, 3rd Edition

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ISBN13: 9780471217442
ISBN10: 0471217441
Format: eBook
Pub. Date: 2002-04-01
Publisher(s): Wiley
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Summary

Here it is! The bestselling guide to online marketing is now back in a new expanded edition. Popular speaker and author Jim Sterne updates all information, providing marketing and advertising professionals with the ultimate how-to guide to succeed in today's hyper-competitive online world. Taking the same practical and detailed approach that has made his book an industry classic, Sterne shows how to apply classic marketing strategies to the latest technologies and explores the Web's impact on the way we do business. Readers will find expert guidance on how to take advantage of hot new technologies and Web marketing tools that have emerged since the Second Edition was published, including: o Interactivity o Affiliate marketing o Using B2B technology to sell through resellers o Wireless marketing o eMetrics, or how to measure online marketing strategies o Data mining techniques

Table of Contents

Acknowledgments xv
About the Author xvii
Introduction xix
Using the World Wide Web for Marketing-What Are you Trying to Accomplish?
1(14)
The Leading-Edge Image
3(1)
Prospect Qualification
4(1)
Product Sales
4(1)
Customer Service
5(1)
Customer Interaction and Feedback
5(1)
Internal Communications
6(1)
Web Site Traffic as Its Own Reward
6(1)
What Do Customers Want?
6(9)
Who Comes to Your Site?
7(4)
Figuring Out What Customers Want
11(1)
How Innovative Can You Be?
12(1)
What Your Budget Allows
12(1)
What Your Management Wants
13(2)
Customer Service First
15(20)
Customers Are Where the Money Is
15(1)
Your Best Marketing Is Great Customer Service
16(1)
Using E-Mail for Customer Service
16(4)
Basic Training
16(1)
Let's Be Careful Out There
17(1)
Protect Yourself
18(1)
Doing It Right
19(1)
Using the World Wide Web for Customer Service
20(6)
The Frequently Asked Questions Solution
20(2)
The Special Question Opportunity
22(1)
The Right Customer Service Information
23(3)
Being Held Up to Ridicule
26(1)
Web Ridicule as a Business
26(1)
Live and in Person
27(5)
The Life-Time Value of a Customer
32(3)
Measuring LTV
33(1)
The Real Bottom Line
34(1)
The Usable Web-Be Kind to Your Users
35(50)
Your Web Site Is Not a Brochure
35(8)
Trash the Splash
36(1)
Trash the Flash Splash
37(3)
Starting in the Middle
40(3)
Large Graphics
43(2)
Multimedia Must Add Value
44(1)
Navigation in All Things
45(23)
The Basics of Navigation
47(13)
Nonstandards
60(1)
Search as Navigation Tools
61(7)
Don't Lose Them to Another Site
68(1)
Controlling the Action
68(1)
The Home Page
69(11)
Learning from the Past
69(9)
Stepping into the Future
78(2)
Watch Your Language
80(1)
Just Make It as Easy as Possible
81(4)
Multiple Screen Sizes
82(1)
Think Like a Customer
83(2)
Interactivity Goes with the Flow
85(22)
The Flow Construct
86(5)
The Web as Time Sink
87(1)
Putting Flow to Work
88(1)
Interaction Holds Your Attention
88(3)
Lend Them a Hand
91(8)
Help Me Choose
92(3)
Don't Drop the Ball
95(2)
Don't Underestimate Your Clients
97(2)
Configure It Out
99(8)
Dell Lets You Decide
99(3)
Cobbler's Clients
102(1)
Paper or Plastic?
103(1)
Lotion or Cream?
103(1)
Make Them Draw You a Picture
104(1)
Calculators for Hire
105(2)
Selling Services
107(18)
Do You Sell Services?
111(1)
Are Services Really So Different?
112(1)
Branding a Service
113(1)
Full Disclosure
114(3)
The Qualification Process
117(7)
Self Identification
117(1)
More Complex Services
117(7)
Customer Interaction Leads to Customer Satisfaction
124(1)
Feedback
125(32)
The Demassification of the Market
126(1)
The Survey Finds a New Form
126(17)
Poll Position
128(2)
Keeping It Simple
130(1)
How Are We Doing?
131(2)
What Could We Be Doing Better?
133(1)
A Survey That Hits Close to Home
134(2)
Rethinking the Survey Process
136(1)
The Conversational Survey
136(2)
The Intermittent Survey
138(1)
The Personal Survey
138(1)
Ask the Right Questions
139(1)
Ask the Right Questions
140(1)
Convincing Customers to Cooperate
141(2)
Finding Out Who They Are
143(2)
Trading Knowledge for Information and Money
144(1)
Make Them a Coconspirator
145(1)
Closing the Feedback Loop
145(10)
Respond Quickly
149(1)
Go the Extra Mile
149(1)
Get Them to Talk to Each Other
150(1)
If You Build It, They Will Bond
151(1)
If You Don't Build It, They Will
152(3)
Building Community
155(1)
Make Customers a Part of Your Team
155(2)
Value-Added Marketing-It's Personal
157(18)
Make Your Site Fun
158(4)
Make Your Site Interesting
162(1)
Make Your Site Useful
163(3)
Reveal Your Best Knowledge
164(1)
Make Their Life Easier
164(2)
Finding Your Firm's Added Value
166(1)
The Web Is a Personal Place
167(2)
A Fine and Private Place
167(1)
A Place of Personal Interest
168(1)
Make Your Web Site Interactive
169(6)
A Calculated Move
169(4)
Offline as Well as On
173(1)
Clicks and Bricks
173(2)
Personalization-Getting to Know You
175(50)
Identification through Segmentation
176(2)
Tech Specs
177(1)
Demographics
177(1)
Psychographics
177(1)
Recognition-Web Sites That Greet You by Name
178(3)
Asking Them What They Like
181(1)
Customization-Giving Them What They'd Like
182(3)
Localization
185(7)
International Trade Law
189(1)
International Culture
190(2)
Personalization-Divining What They Like
192(2)
Explicit Data
193(1)
Implicit Data
193(1)
Familiarity Breeds Contempt
194(3)
A Little Knowledge Is a Dangerous Thing
194(3)
Pigeonholing Too Tightly
197(1)
A Fine Balance
197(1)
Drastic Times Call for Drastic Tools
197(3)
Collaborative Filtering
198(1)
Serving Dynamic Content
199(1)
Building Business Rules
200(6)
Hand-Crafted Business Rules
200(1)
What Are These People Like, Really?
201(3)
Machine-Derived Rules
204(2)
The Right to Privacy
206(14)
We Like Our Privacy
206(3)
Expectations
209(1)
Just Like Real Life
210(1)
Privacy Solutions
211(6)
Trust for Sale
217(3)
Getting It Right
220(5)
Professional Personalization-Extranets and Customer Relationship Management
225(24)
Extranet-Your Own Store
225(7)
The National Semiconductor Purchasing Portal
227(1)
The Dell Extranet
228(4)
Getting Really Personal-Customer Relationship Management
232(6)
Touchpoints
234(1)
The CRM Promise
235(1)
The CRM Problem
235(1)
Countless Tools
236(1)
The Process-What Does It Take?
236(2)
Getting Really Personal-Putting People Back into the Mix
238(10)
Skin-Deep Beauty
238(3)
Personal Personalization
241(1)
CDW Pushes the Right Buttons
242(4)
Good Help Is Hard to Automate
246(2)
Personalizing What Matters
248(1)
Partner Relationship Management
249(18)
Direct Sales Becomes Possible
250(1)
Give Them the Information
251(1)
Give Them the Marketing Materials
252(1)
Give Them the Leads
252(2)
Territory
253(1)
Product LIne
253(1)
Sale Size
253(1)
Round Robin
253(1)
Percent of Offline Sales
253(1)
Give Them the Tools
254(1)
Give Them the Sale
255(8)
Polariod Gets the Picture
255(4)
HP Goes the Extra Mile
259(3)
Ace Hardware Aces It
262(1)
Get the Customer Intelligence in Return
263(2)
Replace Inventory with Information
264(1)
Replace Random Leads with Solid Prospects
265(1)
PRM Best Practices
265(2)
Attracting Attention
267(52)
Wait Until You're Ready
269(1)
Public Relations
270(3)
Letting Them Know
270(2)
Filling Them In
272(1)
Keeping Them Interested
273(1)
Announcing in Newsgroups
273(4)
Stay on Topic
273(1)
The Penalty for Misbehavior
274(1)
Newsgroup Participation and Signatures
275(2)
Announcing on Lists
277(1)
Search Engines
277(7)
It Wouldn't Be a Web without Spiders
278(1)
Creating Spider Food
278(5)
Where Do They Search?
283(1)
Make Them Show You the Money
283(1)
Links from Others' Sites
284(3)
Beg a Link
284(1)
Borrow a Link
284(1)
Hired Help
285(1)
Do It Yourself
286(1)
Buy a Link-Banner Ads
287(11)
Nobody Clicks on Banner Ads Anymore
287(1)
The Four Basic Business Models
288(6)
The Tariff
294(1)
Targeting
294(2)
Random Creative Tips
296(2)
Beyond the Banner
298(4)
Interstitials
298(1)
Shape Shifters
299(1)
Pay Per View
299(2)
Preemptive Advertising
301(1)
Brought to You By
302(5)
E-Mail Marketing
307(3)
Permission Marketing: Opt-out versus Opt-in
307(2)
Quick Tips on E-Mail Masterpiece Making
309(1)
E-Newsletters
310(2)
Viral Marketing
312(1)
Offline Marketing
313(4)
Cat Scan
314(2)
Mall to Mall Competition
316(1)
Exchange, Vortex, E-Marketplace, Group Buying, e-Procurement, Trading Hub, Reverse Auction
316(1)
Integrated Marketing
317(2)
Measure for Measure
319(42)
Getting Them There in the First Place
321(3)
Reach
321(1)
Acquisition Cost
322(2)
Web Site Performance-The Need for Speed
324(2)
Clarity Counts
326(1)
Navigation Fascination
327(3)
Measuring Specific Page Views
328(2)
From Clickstream to Life Cycle
330(11)
Log Analysis Is Only the Beginning
332(1)
Abandonment
333(4)
Attrition
337(1)
Conversion
338(3)
The Softer Side of Assessment
341(8)
Measuring Searches
341(1)
Measuring Editorial Exposure
342(1)
Customer Satisfaction
343(1)
Reputation Management
344(5)
The Bottom Line
349(5)
Lifetime Value
354(1)
Competitive Benchmarking
354(2)
Action Adventure
356(5)
Managing Your Site and Your Sanity
361(22)
Format Ownership
366(4)
Content Ownership
370(1)
Technology Ownership
370(1)
Process Ownership
371(5)
Don't Bite Off More than You Can Chew
376(1)
Best Practices
376(1)
Vision Ownership
376(3)
Ownership Ownership
379(1)
Customer Experience Ownership
380(3)
Looking toward the Future
383(20)
Predictions
384(1)
Wile-Eyed Scenarios
384(7)
The Interior Designer
389(2)
Android Customer Support
391(1)
Are We There Yet?
391(10)
Every Computer Will Talk to Every Computer
391(1)
Everything Will Talk to Everything
392(1)
Everybody Will Talk to You via E-Mail
392(2)
Broadband Broadly Implemented
394(1)
Everything Is Wireless
395(1)
Everybody Will Partner with Everybody
396(1)
Feel the Difference, Smell the Coffee
396(2)
Body Scan
398(1)
Automated Comparison Shopping
399(1)
Thought Control-With the Shoe on the Other Foot
400(1)
Make Your Mistakes Today
401(2)
Index 403

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