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Chapter
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1
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Introduction
to E-Marketing
This chapter briefly covers: the phenomenal rise and extent
of e-marketing; its place in worldwide commerce today; pointers
to the future; and its nature as a more intimate medium than
may be supposed from its reach.
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2
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What
is E-Marketing?
In answering this question, the writings of leading experts
are considered in: defining the nature of e-marketing media;
noting differences from mass media; demonstrating the growth
of direct marketing; recognizing a new breed - the e-customer
cometh; and key insights.
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3
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The
Evolution of E-Marketing
history of the Net; beginning of the Web; early signs of commercialization;
the explosion of online advertising; beyond the banner; and
timeline.
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4
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The
E-Dimension
The challenge of the Internet: not another mass medium; the
hunt for eyeballs; measuring: hits, clickthroughs and impressions;
decline of the banner; from interruption to influencers; and
good practice case study.
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5
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The
Global Dimension
Implications and issues of globalization: the global online
population; cultural issues - losing something in translation;
legal issues; and best practice.
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6
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The
State of the Art
Current debate on such subjects as: permission marketing;
viral marketing; m-commerce and wireless marketing; interactive
TV; and key insights.
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7
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E-Marketing
in Practice: Success Stories
Selected case studies from around the world: viral campaigns:
Hotmail, AI; combined online/offline: Pepsi/Yahoo!; game and
video viral marketing: Honda Civic, Johnny Walker Whisky;
using banners for branding: British Airways; and e-mail marketing
to convert browsers to shoppers: Reflect.com.
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8
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Key
Concepts and Thinkers
A guide to major related influences upon e-marketing: affiliate
marketing; adaptive marketing; banner ads; Cluetrain Manifesto;
CRM; database marketing; e-customer; one-to-one marketing;
permission marketing; relationship marketing; viral marketing;
The Tipping Point; and influentials.
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9
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Resources
Where to find information, from such sources as: industry
portals and community sites; publications; discussion groups;
research companies; advertising organizations; and elsewhere.
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10
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Ten
Steps to Making E-Marketing Work
And here they are! planning; tie-in to offline; internet presence;
promotion from the home page; promotion off the home page;
online transactions; recording, reporting, analysis; listening;
talking; and managing.
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