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| Foreword | |
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| Preface: A Letter from Leo Burnett | |
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| Introduction | |
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| Acknowledgments | |
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| The Basics | |
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| The Sales Cycle | |
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| Need Realization | |
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| Product Research | |
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| Purchase Decision | |
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| Purchase | |
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| Product Use/Customer Service | |
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| Repurchase Decision | |
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| The Eight Rules of Effective Online Selling | |
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| Relationships Sell Products | |
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| Selling Starts Before a Customer Walks into a Store | |
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| The Marketing Conversation Is Salesmanship Multiplied | |
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| Profiting Through Targeting | |
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| One Product, One Message | |
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| Two-Way Communication Builds Relationships | |
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| Consumers, Not Web Sites, Own the Internet | |
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| On the Internet, Content Is King | |
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| Why the Web? | |
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| Traditional Advertising--An Inefficient Way to Close a Sale | |
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| An Attractive Audience in a Growing Mass Medium | |
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| Brand and Tactical Marketing with Sales Capabilities | |
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| Advantages of Web Marketing Throughout the Sales Cycle | |
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| Going Online in Brief | |
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| Conclusion | |
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| The First Step to Going Online: Developing a Brand | |
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| Defining the Product and the Audience to Sell | |
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| Building a Consumer Relationship by Building a Brand | |
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| Creating a Brand-Driven Campaign by Defining the Product | |
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| Strategy | |
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| Start with the Prospect, Not the Product | |
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| Researching Your Competition Online | |
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| How Good Is Your Competition? | |
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| Is Your Audience on the Net? If so, Who Are They? | |
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| Identify and Compare Consumer Benefits | |
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| Building a Brand that Sells Your Audience, Not Your Product | |
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| Developing the Brand--The First Step in Building a Relationship | |
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| Focus, Focus, Focus | |
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| Setting Goals and Objectives | |
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| Conclusion | |
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| Building Online Content to Drive Your Business | |
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| Why Branded Content Delivers a Better Message | |
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| Consumers Respond to Content | |
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| Branded Content Is Not Advertising | |
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| Creating Branded Content to Which Your Customers Will Respond | |
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| Identify Competitive Weaknesses and Find Partners to Exploit Them | |
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| Quality Over Quantity | |
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| Where to Build Branded Content | |
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| Email/Newsletters | |
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| Micro-site | |
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| Sponsoring Content | |
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| Web Site | |
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| Factors in Developing Online Content | |
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| Design and Graphics | |
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| Navigation and Content Hierarchies | |
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| Developing Content that Works | |
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| How to Create the Content You Need | |
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| Assessing Your Resources | |
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| Choosing and Working with a Design Shop | |
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| Creating a Community | |
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| Starting a Community Pre-Launch | |
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| Building a Community Post Launch | |
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| Conclusion | |
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| Driving Traffic and Keeping It in Your Online Store | |
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| Thinking Outside the Web Site Box | |
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| Brand Driven, Results Oriented | |
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| Extending the URL | |
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| Reflect the Brand | |
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| The Initial Steps in Marketing a Web Site | |
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| Search Engine/Directory Placement | |
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| Basic Rules to Announcing Your Site | |
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| Metatags and Tricks | |
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| Announcing Your Site in Newsgroups | |
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| Email and Newsletter Lists | |
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| Issuing a Press Release | |
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| The Ongoing Marketing of a Site | |
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| Basics of an Online Campaign | |
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| General Rules to Online Advertising | |
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| Places to Advertise | |
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| Elements of an Online Advertising Campaign | |
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| Advertisus Interuptus--Banner Advertising and Interstitials | |
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| Content-Based Advertising | |
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| Building Stickiness | |
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| Enticements | |
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| Linking | |
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| Integrating the Elements into an Online Campaign | |
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| Benchmarking and Goal Setting | |
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| Tracking Advertising | |
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| Combining Tools to Create a Campaign | |
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| Building a Campaign | |
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| Campaign Calendar | |
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| Conclusion | |
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| Preparing Your Site to Profit | |
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| Selling Advertising | |
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| Banner Advertising | |
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| Content-Based Advertising | |
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| Successful Selling | |
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| Preparing Your Site and Yourself for Advertising | |
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| Finding Your Advertisers | |
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| Ecommerce | |
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| Creating a Sales Experience | |
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| A Short Path to Purchase | |
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| High Quality vs. Low Prices | |
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| Building Trust Through Guarantees | |
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| The Post Purchase Opportunity | |
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| Subscriptions | |
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| Conclusion | |
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| Research and Customer Service to Enhance Communications | |
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| The How and Why of Research | |
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| The Power of Databases | |
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| What to Ask and How to Ask It | |
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| A Pop-Up Solution | |
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| An Ever-Changing Customer | |
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| Building Research into the Content Development Process | |
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| Research Tools | |
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| Surveys and Questionnaires | |
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| Contests and Sweepstakes | |
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| Registration | |
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| Feedback | |
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| Email | |
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| Cookies | |
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| Focus Groups | |
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| Customer Service to Enhance Communications | |
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| Integrating Service into the Content | |
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| Outbound/Inbound Customer Service | |
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| Conclusion | |
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| Case Studies | |
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| Bikini.com--Developing a Brand in a Heavily Competitive Market | |
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| Bluefly--Growth Through Strategic Parnerships | |
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| FultonStreet.com--Service, Service, Service Beats Location, Location, Location | |
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| TeranRealty.com--Expanding a Business by Building New Walls | |
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| PaintingsDirect.com--Building Relationships to Sell Art | |
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| Web Sites to List | |
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| Online Information Resources | |
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| Third Party Services | |
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| Summary Overview of Web Ad Rates | |
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| Online Audience Lifestyle and Consumer Behavior Summary | |
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| Sample Barter Agreement | |
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| Sweepstakes Official Rules | |
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| Sponsorship Proposal Outline | |
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| Co-Branded One-Sheet | |
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| Index | |