Basics Marketing 02: Online Marketing

Brian Sheehan (Author)

Basics Marketing 02: Online Marketing

Brian Sheehan (Author)

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Description

In keeping with advances in technology, and rapid consumer adoption of new media and new ideas, the possibilities for digital marketing are changing rapidly. This book will guide you through the major trends that exemplify forward thinking and which will continue to inspire great online ideas well into the future.

Topics discussed include: the digital media revolution; e-commerce and e-branding; advertising on the web; the social web; online applications and mobile marketing; and ethical approaches. International examples, case studies and practical exercises will help you master the key concepts and techniques of online marketing so that you can apply them to your own campaigns.

Introduction. The digital media revolution: What is the digital revolution?; How has the digital revolution changed media?; How has the digital revolution affected consumers?; Case study: Telecom New Zealand adopt a multimedia approach; Questions and exercises. Search marketing: Is search really considered marketing? From marketing push to consumer pull; Case study: Google versus Bing; Questions and exercises. E-commerce and e-branding: The internet as storefront; Online as a branding opportunity; Building great brand websites; Measuring return on investment (ROI); Case study: eBay develop e-commerce communities; Questions and exercises. Advertising on the web: Display advertising; Advertising creativity beyond display ads; E-mail marketing; New approaches to creative media; When is offline the best way to advertise online?; Case study: Burger King become online innovators; Questions and exercises. The social web: The fifth estate?; Social networks; Second life and MMORPGs; Case study: Barack Obama's election campaign; Questions and exercises. Online applications and mobile marketing: Cloud computing and widgets; Mobile phone marketing; Case study: ESPN's online and mobile programming; Questions and exercises. Measurement and analytics: A wealth of riches or information overload?; Making analytics actionable; Problems with online measurement; Case study: DOve and the communications optimisation process; Questions and exercises. Ethical approaches: Privacy; Online marketing to children; Case study: Geppetto and responsible marketing to children; Questions and exercises. Final thoughts. Acknowledgements. Index. Picture credits. Working with ethics.

Product details

Published	Nov 25 2010
Format	Paperback
Edition	1st
Extent	184
ISBN	9782940411337
Imprint	AVA Publishing
Illustrations	50 colour illus
Dimensions	230 x 160 mm
Series	Basics Marketing
Publisher	Bloomsbury Publishing

Author

Brian Sheehan

Brian Sheehan's excellent book will provide readers with a strong grasp of online marketing. Read it thoroughly and you will enjoy an understanding of the subject that will be superior to many people who currently work in advertising. It is comprehensive, engaging and highly enjoyable.

Mike Cooper, worldwide CEO, PHD Network
Online marketing can be a daunting subject to grasp. Yet in today's marketing world it is an absolutely essential skill to master. Basics Marketing 02: Online Marketing gets you there quickly and clearly, making this discipline incredibly accessible. It succinctly explains important concepts within the digital space that are absolute must-knows. It provides the reader with dozens of invaluable case studies, visually presented and superbly dissected. I strongly recommend this to anyone who is planning on entering a digital or general marketing career.

Antony Young, CEO, Optimedia International US inc.
Highly relevant - especially for our BA Visual Communication course. We use many AVA books and subjects from marketing, graphic design, communication theory, to sociological aspects of visual culture.

Anna Middleton, Arts University College at Bournemouth, UK
As an overview I think the book works very well to introduce the key concepts and language of marketing in the context of commercial marketing.

Christian Lloyd, Leeds College of Art, UK
This text is a great overview of online marketing concepts and techniques.

Saurabh Bose, The Art Institute of Atlanta, US
Great book. A very recent subject with few proved pedagogical materials. With lots of real examples helps to understand the concepts being dealt with. The case studies will be very welcomed to work with the students in the class room. Excellent quality of the materials and the overall presentation of the subjects.

Sergio Maravilhas-Lopes, University of Aveiro, Portugal