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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 | |