E-marketing

SIMON COLLIN is a freelance columnist and an expert on all aspects of E-business. He is author of the Wiley Business-to-Business Bible and E-commerce books.

"Whether you are still planning a start-up or if you are hoping to bring your company's marketing efforts up to date, you will find that E-Marketing is an essential starting point." (Sales Director, January 2001) "This title will offer a valuable insight into the techniques that can be utilised to promote your business." (Internet Works, March 2001)"a useful starting point...comprehensive book....a great number of references to useful websites"... (Freelance Informer, October 2001)"...provides an articulate, straightforward introduction to marketing online. Its breadth of scope is impressive..." (Arts Professional, 10 February 2003)

• 1 Marketing on the Internet 1Direct marketing 2Press relations 3Websites 4Advertising 4Brand marketing 6E-Commerce 6Response 7Focus groups 8Search and research 8Buying supplies 9Advice 9Strategy 10Check the finances 11Brand awareness 11Direct marketing 11Website 11Advertise 12Promote your website 12Participate 12Work with the press and the media 122 Internet branding 15Move fast 15Inventing a brand 183 Websites 19Content and community 20Website design 22Using a web design company 25Your address 27How do you build it? 28Advanced features 30Adding a database to your site 31Getting web space 324 Content 37Licensing content 40Multilingual considerations 41Discussion groups 42Guest books 44Link directories 45Databases 45Newsletters and mailing lists 46Maps 48Chat servers 49Calendars 51Feedback forms 515 Promoting your site 53The search engines 54Make your site search-engine friendly 56Submit your site to search engines 57Online review and what’s new listings 59Reciprocal links 61Promote your website 626 Advertising on the web 65Web vs print media 66The cost of advertising 67Conversation rates 68Free banner advertising 70Buying ad space at auction 71Designing a banner 71Electronic coupons and tokens 737 Measuring response 77Counting visitors 78Access logs 79Analyzing your site visitors 82Geographic location 83Domain name 83Page requests 83Browser type 84Referring domains 848 Direct Marketing 87Getting a list of addresses 88Sending e-mail 90The message 92How often? 93Design and format 93The content 94Marketing to newsgroups and mailing lists 95Careful marketing 969 E-Commerce 99Your online shop 100Shopping carts 101Accepting payments 104Costs 105Selling advertising on your site 10610 Public and press relations 109Press relations 110Press releases 111Writing a press release 112Guidelines for press releases 112Distributing a press release 113Public relations 115Customer service 116Bad-business and better-business websites 117Consumer awareness websites 117Customer support 11711 Research and study 119Consumer research and focus groups 120Research the competition 121Searching 122Power searching 125Newsgroups for research 126Global business research 12712 Marketing Talk 129E-zines 129Discussion groups 130Mailing lists 131Newsgroups 132Finding a newsgroup 132Using a newsgroup 133Appendix Getting Online 135Choosing an ISP 135Getting on the Internet 136Why it’s always so slow 137Office net policy 138Setting up the software 139Browsing the web 140Electronic mail 141E-mail standards 131Web-based e-mail 142Addressing e-mail 143Sending to fax, pager or telephone 144Security and viruses 144Virus attacks 145Directory 147Glossary 167