Internet Marketing: A Highly Practical Guide to Every Aspect of Internet Marketing

Abstract:: This textbook focuses on a specific internet marketing tools, including the basics of internet marketing, websites as effective foundation for holistic marketing, writing effective online copy, successful email marketing campaigns, online advertising, search engine optimisation, social media, measurability and performance indicators, mobile marketing, and developing a holistic plan for success.

Subject:: Business, Science and Technology
Grade Level:: Post-secondary
Collection:: University of Cape Town

eMarketing: The Essential Guide to Online Marketing

Abstract:

eMarketing: The Essential Guide to Online Marketing is a comprehensive textbook containing holistic and integrated eMarketing tactics.

There is no doubt about it – the Internet has changed the world we live in. Never before has it been so easy to access information, communicate with people all over the globe
and share articles, videos, photos and all manner of media.

The Internet has led to an increasingly connected environment, and the growth of Internet usage has resulted in declining distribution of traditional media: television,
radio, newspapers and magazines. Marketing in this connected environment and using that connectivity to market is eMarketing.

eMarketing embraces a wide range of strategies, but what underpins successful eMarketing is a user-centric and cohesive approach to these strategies.

While the Internet and the World Wide Web have enabled what we call New Media, the theories that lead to the development of the Internet were being developed from
the 1950s.

Marketing is about conversations, and the Internet has become a hub of conversations. The connected nature of the Internet allows us to follow and track these conversations, and provides entry points for all parties. What follows in this book are ways of conversing with potential and existing customers using the Internet.

Subject:: Business
Grade Level:: Post-secondary
Collection:: University of Cape Town

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