Skip to content

Online Reputation Management

    Chapter 11-Online Reputation Management 11.1 Introduction If Dell were really smart, they’d hire me (yes, me) to come to them and teach them about blogs, about how their customers now have a voice; about how their customers are a community—a community often in revolt; about how they could find out what their customers really think; about how they could fix their customers’ problems before they become revolts; about how they could… Read More »Online Reputation Management

    Viral Marketing

      Chapter 10-Viral Marketing 10.1 Introduction Word-of-mouth marketing is powerful. Edelman’s 2010 Trust Barometer shows that 44 percent of respondents trust “a person like me” as a spokesperson.“Edelman Trust Barometer 2010,” Edelman, 2010, http://www.edelman.co.uk/trustbarometer/files/edelman-trust-barometer-2010.pdf (accessed May 10, 2010). In Chapter 8 “Social Media”, you learned some of the ways that marketers can tap into the media that promote this kind of trust. Messages passed on from “a person like me” is word-of-mouth marketing, and online that… Read More »Viral Marketing

      Crowdsourcing

        Chapter 9 Crowdsourcing 9.1 Introduction You’ve used the Internet before, so it’s very possible that you’ve come across one of the best examples of crowdsourcing in the online world: Wikipedia (http://www.wikipedia.org). Wikipedia, the online encyclopedia with over three million articles in the English-language version alone, has been created and maintained by people just like you. Each week, thousands of articles are added and thousands edited by a global community of students,… Read More »Crowdsourcing

        Social Media

          Chapter 8- Social Media 8.1 Introduction Blogs, wikis, social bookmarks, and tag clouds: these are new words for new things and new ways to use words. You may be living in the world of social media, but to many it’s a jumbled jungle with no clear structure. The many facets of social media are also called Web 2.0, consumer-generated media (CGM), participatory media, and new media. In fact, comparing social media… Read More »Social Media

          Pay per Click Advertising

            Chapter 7Pay per Click Advertising 7.1 Introduction Pay-per-click (PPC) advertising is an advertising system where the advertisers pay only for each click on their advertisements. While it is most often used as an advertising system offered by search engines, such as Yahoo! and Google, it can also be used for banner advertising (where the advertiser pays for clicks on the advertisement as opposed to impressions). PPC is also the system on… Read More »Pay per Click Advertising

            Search Engine Optimization

              Chapter 6Search Engine Optimization 6.1 Introduction With millions of people performing millions of searches each day to find content on the Internet, it makes sense that marketers want their products to be found by potential consumers. Search engines use closely guarded algorithms to determine the results that are displayed. However, determining what factors these algorithms take into account has led to a growing practice known as search engine optimization. Search engine… Read More »Search Engine Optimization

              Search Engine Marketing

                Chapter 5- Search Engine Marketing 5.1 Introduction Every day, all around the world, millions of people use search engines to find content on the Internet. Search engines are Web-based programs that index the Web and allow people to find what they are looking for. “Search,” or “search marketing,” is often used to refer to the industry that has built up around search engines. 5.2 Search Engine Optimization LEARNING OBJECTIVES Learn how search engines work. Understand the… Read More »Search Engine Marketing

                Affiliate Marketing

                  Chapter 4- Affiliate Marketing 4.1 Introduction If you recommend a restaurant to a friend, and that friend visits the restaurant because of your recommendation, the restaurant’s revenue will have increased because of your referral. This is “word-of-mouth” marketing. But you, as the referrer, do not see any of the cash benefit that the restaurant does! Imagine that the restaurant gave you 10 percent of the bill for every person that you… Read More »Affiliate Marketing

                  Online Advertising

                    Chapter 3 –Online Advertising 3.1 Introduction Simply put, online advertising is advertising on the Internet. Online advertising encompasses advertisements on search engine results pages, advertisements placed in e-mails, and other ways in which advertisers use the Internet. However, this chapter focuses on display advertising or rich-media advertising. Whether online or off, the main objective of advertising is to increase sales. Advertising also aims to increase brand awareness. Advertising is based on… Read More »Online Advertising

                    E-mail Marketing

                      Chapter 2 E-mail Marketing 2.1 Introduction At its core, e-mail marketing is a tool for customer relationship management (CRM). Used effectively, this extension of permission-based marketing can deliver one of the highest returns on investment (ROI) of any eMarketing activity. Simply put, e-mail marketing is a form of direct marketing that utilizes electronic means to deliver commercial messages to an audience. It is one of the oldest and yet still one… Read More »E-mail Marketing