Chapter content
1. The Basics of Internet Marketing
The goal of this chapter is to introduce you to the topic and explain what internet marketing is. In order to fully grasp the importance of internet marketing in modern business, this chapter also features online marketing trends, supporting the fact that internet marketing is widely used and proven to be effective. Internet marketing, also called online marketing is divided into several groups, based on the media and platforms being used.
Web analytics provides the data about website performance which serve as guidelines for improvement, making this a very important part of internet marketing. The chapter is focused on off-site and on-site web analytics, the reasons why you should use web analytics, as well as methods for measuring web analytics data, such as page tagging, click analytics, using software such as Google Analytics, etc.
3. The Basics of Conversion Optimization
Here you will find out what conversion optimization is and how to calculate conversion rate optimization. The chapter also features elements of CRO process and metrics to help you understand this process, as well as some important terms you should remember about conversion optimization.
4. The Basics of Search Engine Marketing
Search engine marketing, commonly abbreviated SEM, is a part of internet marketing focused on promotion through search engines. Here you will learn the advantages of this type of marketing, as well as its importance. The methods used here are paid methods, including pay-per-click advertising, cost-per-thousand impression, and ad formats.
5. The Basics of Social Media Marketing
Internet marketing where social networks are used as a medium to promote website is called social media marketing (SMM). You will find out about basics of social media marketing, the most popular social media platforms and how they can be implemented in your business strategy, a detailed plan with steps to develop your own social media marketing strategy, and benefits of using this type of marketing for online promotion.
6. The Basics of Search Engine Optimization
As a part of internet marketing, search engine optimization (SEO) has an important place in internet marketing in general. Here you will learn about essential elements of SEO, origin and history of SEO, types of SEO, mistakes, tips and tricks that are typical of SEO, and can help you define your own custom approach and deeper understanding of the process of website optimization.
This chapter is focused on benefits of email marketing and how this strategy can help you with overall internet marketing and online promotion. The chapter includes the definition of email marketing, the benefits and different approaches to email marketing, tips and tricks to have in mind when implementing email marketing strategy, as well as recommended email marketing services.
Affiliate marketing also has an important place in online marketing strategy, which is why the basic principles of this type of advertising are the topic of this chapter. You will find out what affiliate marketing is, how it works, what kind of techniques are used in this type of marketing, and benefits of using affiliate marketing.
9. Steps to Develop Internet Marketing Strategy
Once you are familiar with all the types of internet marketing and how you can benefit from each of them, it is time to develop your internet marketing strategy, and this chapter contains steps that will guide you through this process, including building your marketing framework, taking advantage of SEM, launching social strategy, building community, increasing traffic, increasing the number of conversion, analyzing feedback, etc.
In this chapter, you will learn what lead generation is, the process of lead generation that can help you obtain valuable contacts of potential customers and how this can help you improve you business and expand your influence.
11. Internet Marketing for Mobile Devices
The numbers related to the usage of mobile devices are growing constantly, making mobile experience quite important in internet marketing, which is why you should learn about internet marketing for mobile devices. The topics in this chapter include tips for optimizing your website for mobile devices, including responsive design, separate pages and mobile marketing, and the importance of developing this strategy in modern business.
12. Internet Marketing Glossary
Internet marketing glossary contains the terminology necessary to understand the basics of internet marketing and its subtypes, which are all part of the process of developing internet marketing strategy. Glossary is useful as a reference as it explains the most important expressions used in each chapter of the e-book.
Contains list of questions and their answers for exercise.
The conclusion sums up all the topics of the e-book offering insights on why modern businesses need internet marketing to stay competitive on the online market.