eMarketing | Rob Stokes

- 1Introduction to eMarketing
- 2E-mail Marketing
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  - 2.1Introduction
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  - 2.2History
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  - 2.3How It Works
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  - 2.4Nine Steps to Executing an E-mail Campaign
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  - 2.5References
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- 3Online Advertising
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  - 3.1Introduction
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  - 3.2How It Works
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  - 3.3How to Show Your Message
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  - 3.4How to Pay
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  - 3.5Ad Servers and Advertising Networks
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  - 3.6Putting It All Together
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  - 3.7The Advantages of Online Advertising
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  - 3.8Disadvantages of Online Advertising
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  - 3.9Case Study: BMW South Africa
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  - 3.10References
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- 4Affiliate Marketing
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  - 4.1Introduction
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  - 4.2How It Works
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  - 4.3Tracking: The Lifeline of Affiliate Marketing
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  - 4.4When Things Go Wrong
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  - 4.5How Do Affiliates Promote Merchants?
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  - 4.6Affiliate Networks
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  - 4.7Tools of the Trade
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  - 4.8Setting Up a Campaign
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  - 4.9Pros and Cons
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  - 4.10Case Study: Prezzybox.com
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  - 4.11References
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- 5Search Engine Marketing
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  - 5.1Introduction
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  - 5.2Search Engine Optimization
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  - 5.3References
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- 6Search Engine Optimization
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  - 6.1Introduction
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  - 6.2How It Works
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  - 6.3Well-Researched Key Phrases
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  - 6.4Optimizing Content for Key Phrases
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  - 6.5Link Popularity
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  - 6.6Emerging Trends
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  - 6.7Case Study: Yachting Partners International
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  - 6.8References
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- 7Pay per Click Advertising
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  - 7.1Introduction
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  - 7.2How It Works
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  - 7.3Keywords and Match Types
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  - 7.4Planning and Setting Up a Campaign
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  - 7.5Online Comparison Engines
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  - 7.6Pros and Cons
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  - 7.7Case Study: Southern Sun
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  - 7.8References
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- 8Social Media
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  - 8.1Introduction
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  - 8.2How It Works
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  - 8.3Content Sharing: Create and Share
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  - 8.4Crowdsourcing: Unleashing the Power of the Online Community
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  - 8.5Creating Content and Opinion: Blogging and Podcasting
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  - 8.6Social Media and Marketing: Rules of Engagement
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  - 8.7Case Study: FNB and Idea Bounty
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  - 8.8References
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- 9Crowdsourcing
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  - 9.1Introduction
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  - 9.2How It Works
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  - 9.3The Bigger Picture
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  - 9.4Case Study: Peperami
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  - 9.5Reference
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- 10Viral Marketing
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  - 10.1Introduction
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  - 10.2How It Works
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  - 10.3Preparing to Go Viral
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  - 10.4Now What?
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  - 10.5Case Study: Firebox.com and Speedy Santa
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  - 10.6References
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- 11Online Reputation Management
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  - 11.1Introduction
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  - 11.2The First Step: Monitor the Conversation
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  - 11.3The Second Step: Measure What’s Being Said by Whom
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  - 11.4The Third Step: Manage—Engaging In and Leading the Conversation
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  - 11.5The Fourth Step: Maximize—Evolve Your Strategy
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  - 11.6Ten Rules to Recover from an Online Brand Attack
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  - 11.7Case Study: Four South African Banks
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  - 11.8References
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- 12Web Public Relations
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  - 12.1Introduction
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  - 12.2How It Works
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  - 12.3WebPR Tactics
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  - 12.4Press Releases: Optimized for Search and for Social Media
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  - 12.5Online Press Room
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  - 12.6Case Study: Pilkington Self-Cleaning Glass
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  - 12.7Reference
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- 13Web Site Development and Design
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  - 13.1Introduction
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  - 13.2Usability
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  - 13.3Search Engine Visibility
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  - 13.4Design
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  - 13.5Landing Pages
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  - 13.6Case Study: Wicked Uncle
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  - 13.7References
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- 14Online Copywriting
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  - 14.1Introduction
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  - 14.2How It Works
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  - 14.3Short Copy
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  - 14.4Long Copy
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  - 14.5Reference
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- 15Web Analytics and Conversion Optimization
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  - 15.1Introduction
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  - 15.2How It Works
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  - 15.3Tracking and Collecting Data
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  - 15.4Analyzing Data
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  - 15.5Case Study: Firefox 3
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  - 15.6References
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- 16Mobile Marketing
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  - 16.1Introduction
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  - 16.2Why the Mobile Phone?
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  - 16.3Mobile Phones: More than Phone Calls
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  - 16.4Short Message Service (SMS)
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  - 16.5Multimedia Message Service
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  - 16.6Mobile Web
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  - 16.7Case Study: Peugeot 107’s Break Free Campaign
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  - 16.8References
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- 17Customer Relationship Management
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  - 17.1Introduction
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  - 17.2Why Electronic Customer Relationship Management?
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  - 17.3Putting a Value on Customer Relationship Management
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  - 17.4Using Customer Relationship Management to Inform Your eMarketing Tactics
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  - 17.5Technology and Customer Relationship Management
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  - 17.6Case Study: Virtual Works and PG Glass
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  - 17.7References
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- 18Market Research
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  - 18.1Introduction
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  - 18.2Quantitative and Qualitative Research
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  - 18.3Primary and Secondary Research
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  - 18.4Online Surveys: Gathering Data
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  - 18.5Case Study: BrandsEye
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  - 18.6References
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- 19eMarketing Strategy
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  - 19.1Introduction
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  - 19.2The Internet and the Marketing Mix
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  - 19.3Developing a Marketing Plan
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  - 19.4eMarketing and Marketing
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  - 19.5Case Study: Barack Obama’s Strategic Use of the Internet
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  - 19.6References
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