World Wide Web Marketing: Integrating the Web into Your Marketing Strategy, 3rd Edition

by Jim Sterne

• ISBN13: 9780471217442
• ISBN10: 0471217441
• Format: eBook
• Copyright: 2002-04-01
• Publisher: Wiley

Summary

Here it is! The bestselling guide to online marketing is now back in a new expanded edition. Popular speaker and author Jim Sterne updates all information, providing marketing and advertising professionals with the ultimate how-to guide to succeed in today's hyper-competitive online world. Taking the same practical and detailed approach that has made his book an industry classic, Sterne shows how to apply classic marketing strategies to the latest technologies and explores the Web's impact on the way we do business. Readers will find expert guidance on how to take advantage of hot new technologies and Web marketing tools that have emerged since the Second Edition was published, including: o Interactivity o Affiliate marketing o Using B2B technology to sell through resellers o Wireless marketing o eMetrics, or how to measure online marketing strategies o Data mining techniques

Table of Contents

Acknowledgments	xv
About the Author	xvii
Introduction	xix
Using the World Wide Web for Marketing-What Are you Trying to Accomplish?	1	(14)
The Leading-Edge Image	3	(1)
Prospect Qualification	4	(1)
Product Sales	4	(1)
Customer Service	5	(1)
Customer Interaction and Feedback	5	(1)
Internal Communications	6	(1)
Web Site Traffic as Its Own Reward	6	(1)
What Do Customers Want?	6	(9)
Who Comes to Your Site?	7	(4)
Figuring Out What Customers Want	11	(1)
How Innovative Can You Be?	12	(1)
What Your Budget Allows	12	(1)
What Your Management Wants	13	(2)
Customer Service First	15	(20)
Customers Are Where the Money Is	15	(1)
Your Best Marketing Is Great Customer Service	16	(1)
Using E-Mail for Customer Service	16	(4)
Basic Training	16	(1)
Let's Be Careful Out There	17	(1)
Protect Yourself	18	(1)
Doing It Right	19	(1)
Using the World Wide Web for Customer Service	20	(6)
The Frequently Asked Questions Solution	20	(2)
The Special Question Opportunity	22	(1)
The Right Customer Service Information	23	(3)
Being Held Up to Ridicule	26	(1)
Web Ridicule as a Business	26	(1)
Live and in Person	27	(5)
The Life-Time Value of a Customer	32	(3)
Measuring LTV	33	(1)
The Real Bottom Line	34	(1)
The Usable Web-Be Kind to Your Users	35	(50)
Your Web Site Is Not a Brochure	35	(8)
Trash the Splash	36	(1)
Trash the Flash Splash	37	(3)
Starting in the Middle	40	(3)
Large Graphics	43	(2)
Multimedia Must Add Value	44	(1)
Navigation in All Things	45	(23)
The Basics of Navigation	47	(13)
Nonstandards	60	(1)
Search as Navigation Tools	61	(7)
Don't Lose Them to Another Site	68	(1)
Controlling the Action	68	(1)
The Home Page	69	(11)
Learning from the Past	69	(9)
Stepping into the Future	78	(2)
Watch Your Language	80	(1)
Just Make It as Easy as Possible	81	(4)
Multiple Screen Sizes	82	(1)
Think Like a Customer	83	(2)
Interactivity Goes with the Flow	85	(22)
The Flow Construct	86	(5)
The Web as Time Sink	87	(1)
Putting Flow to Work	88	(1)
Interaction Holds Your Attention	88	(3)
Lend Them a Hand	91	(8)
Help Me Choose	92	(3)
Don't Drop the Ball	95	(2)
Don't Underestimate Your Clients	97	(2)
Configure It Out	99	(8)
Dell Lets You Decide	99	(3)
Cobbler's Clients	102	(1)
Paper or Plastic?	103	(1)
Lotion or Cream?	103	(1)
Make Them Draw You a Picture	104	(1)
Calculators for Hire	105	(2)
Selling Services	107	(18)
Do You Sell Services?	111	(1)
Are Services Really So Different?	112	(1)
Branding a Service	113	(1)
Full Disclosure	114	(3)
The Qualification Process	117	(7)
Self Identification	117	(1)
More Complex Services	117	(7)
Customer Interaction Leads to Customer Satisfaction	124	(1)
Feedback	125	(32)
The Demassification of the Market	126	(1)
The Survey Finds a New Form	126	(17)
Poll Position	128	(2)
Keeping It Simple	130	(1)
How Are We Doing?	131	(2)
What Could We Be Doing Better?	133	(1)
A Survey That Hits Close to Home	134	(2)
Rethinking the Survey Process	136	(1)
The Conversational Survey	136	(2)
The Intermittent Survey	138	(1)
The Personal Survey	138	(1)
Ask the Right Questions	139	(1)
Ask the Right Questions	140	(1)
Convincing Customers to Cooperate	141	(2)
Finding Out Who They Are	143	(2)
Trading Knowledge for Information and Money	144	(1)
Make Them a Coconspirator	145	(1)
Closing the Feedback Loop	145	(10)
Respond Quickly	149	(1)
Go the Extra Mile	149	(1)
Get Them to Talk to Each Other	150	(1)
If You Build It, They Will Bond	151	(1)
If You Don't Build It, They Will	152	(3)
Building Community	155	(1)
Make Customers a Part of Your Team	155	(2)
Value-Added Marketing-It's Personal	157	(18)
Make Your Site Fun	158	(4)
Make Your Site Interesting	162	(1)
Make Your Site Useful	163	(3)
Reveal Your Best Knowledge	164	(1)
Make Their Life Easier	164	(2)
Finding Your Firm's Added Value	166	(1)
The Web Is a Personal Place	167	(2)
A Fine and Private Place	167	(1)
A Place of Personal Interest	168	(1)
Make Your Web Site Interactive	169	(6)
A Calculated Move	169	(4)
Offline as Well as On	173	(1)
Clicks and Bricks	173	(2)
Personalization-Getting to Know You	175	(50)
Identification through Segmentation	176	(2)
Tech Specs	177	(1)
Demographics	177	(1)
Psychographics	177	(1)
Recognition-Web Sites That Greet You by Name	178	(3)
Asking Them What They Like	181	(1)
Customization-Giving Them What They'd Like	182	(3)
Localization	185	(7)
International Trade Law	189	(1)
International Culture	190	(2)
Personalization-Divining What They Like	192	(2)
Explicit Data	193	(1)
Implicit Data	193	(1)
Familiarity Breeds Contempt	194	(3)
A Little Knowledge Is a Dangerous Thing	194	(3)
Pigeonholing Too Tightly	197	(1)
A Fine Balance	197	(1)
Drastic Times Call for Drastic Tools	197	(3)
Collaborative Filtering	198	(1)
Serving Dynamic Content	199	(1)
Building Business Rules	200	(6)
Hand-Crafted Business Rules	200	(1)
What Are These People Like, Really?	201	(3)
Machine-Derived Rules	204	(2)
The Right to Privacy	206	(14)
We Like Our Privacy	206	(3)
Expectations	209	(1)
Just Like Real Life	210	(1)
Privacy Solutions	211	(6)
Trust for Sale	217	(3)
Getting It Right	220	(5)
Professional Personalization-Extranets and Customer Relationship Management	225	(24)
Extranet-Your Own Store	225	(7)
The National Semiconductor Purchasing Portal	227	(1)
The Dell Extranet	228	(4)
Getting Really Personal-Customer Relationship Management	232	(6)
Touchpoints	234	(1)
The CRM Promise	235	(1)
The CRM Problem	235	(1)
Countless Tools	236	(1)
The Process-What Does It Take?	236	(2)
Getting Really Personal-Putting People Back into the Mix	238	(10)
Skin-Deep Beauty	238	(3)
Personal Personalization	241	(1)
CDW Pushes the Right Buttons	242	(4)
Good Help Is Hard to Automate	246	(2)
Personalizing What Matters	248	(1)
Partner Relationship Management	249	(18)
Direct Sales Becomes Possible	250	(1)
Give Them the Information	251	(1)
Give Them the Marketing Materials	252	(1)
Give Them the Leads	252	(2)
Territory	253	(1)
Product LIne	253	(1)
Sale Size	253	(1)
Round Robin	253	(1)
Percent of Offline Sales	253	(1)
Give Them the Tools	254	(1)
Give Them the Sale	255	(8)
Polariod Gets the Picture	255	(4)
HP Goes the Extra Mile	259	(3)
Ace Hardware Aces It	262	(1)
Get the Customer Intelligence in Return	263	(2)
Replace Inventory with Information	264	(1)
Replace Random Leads with Solid Prospects	265	(1)
PRM Best Practices	265	(2)
Attracting Attention	267	(52)
Wait Until You're Ready	269	(1)
Public Relations	270	(3)
Letting Them Know	270	(2)
Filling Them In	272	(1)
Keeping Them Interested	273	(1)
Announcing in Newsgroups	273	(4)
Stay on Topic	273	(1)
The Penalty for Misbehavior	274	(1)
Newsgroup Participation and Signatures	275	(2)
Announcing on Lists	277	(1)
Search Engines	277	(7)
It Wouldn't Be a Web without Spiders	278	(1)
Creating Spider Food	278	(5)
Where Do They Search?	283	(1)
Make Them Show You the Money	283	(1)
Links from Others' Sites	284	(3)
Beg a Link	284	(1)
Borrow a Link	284	(1)
Hired Help	285	(1)
Do It Yourself	286	(1)
Buy a Link-Banner Ads	287	(11)
Nobody Clicks on Banner Ads Anymore	287	(1)
The Four Basic Business Models	288	(6)
The Tariff	294	(1)
Targeting	294	(2)
Random Creative Tips	296	(2)
Beyond the Banner	298	(4)
Interstitials	298	(1)
Shape Shifters	299	(1)
Pay Per View	299	(2)
Preemptive Advertising	301	(1)
Brought to You By	302	(5)
E-Mail Marketing	307	(3)
Permission Marketing: Opt-out versus Opt-in	307	(2)
Quick Tips on E-Mail Masterpiece Making	309	(1)
E-Newsletters	310	(2)
Viral Marketing	312	(1)
Offline Marketing	313	(4)
Cat Scan	314	(2)
Mall to Mall Competition	316	(1)
Exchange, Vortex, E-Marketplace, Group Buying, e-Procurement, Trading Hub, Reverse Auction	316	(1)
Integrated Marketing	317	(2)
Measure for Measure	319	(42)
Getting Them There in the First Place	321	(3)
Reach	321	(1)
Acquisition Cost	322	(2)
Web Site Performance-The Need for Speed	324	(2)
Clarity Counts	326	(1)
Navigation Fascination	327	(3)
Measuring Specific Page Views	328	(2)
From Clickstream to Life Cycle	330	(11)
Log Analysis Is Only the Beginning	332	(1)
Abandonment	333	(4)
Attrition	337	(1)
Conversion	338	(3)
The Softer Side of Assessment	341	(8)
Measuring Searches	341	(1)
Measuring Editorial Exposure	342	(1)
Customer Satisfaction	343	(1)
Reputation Management	344	(5)
The Bottom Line	349	(5)
Lifetime Value	354	(1)
Competitive Benchmarking	354	(2)
Action Adventure	356	(5)
Managing Your Site and Your Sanity	361	(22)
Format Ownership	366	(4)
Content Ownership	370	(1)
Technology Ownership	370	(1)
Process Ownership	371	(5)
Don't Bite Off More than You Can Chew	376	(1)
Best Practices	376	(1)
Vision Ownership	376	(3)
Ownership Ownership	379	(1)
Customer Experience Ownership	380	(3)
Looking toward the Future	383	(20)
Predictions	384	(1)
Wile-Eyed Scenarios	384	(7)
The Interior Designer	389	(2)
Android Customer Support	391	(1)
Are We There Yet?	391	(10)
Every Computer Will Talk to Every Computer	391	(1)
Everything Will Talk to Everything	392	(1)
Everybody Will Talk to You via E-Mail	392	(2)
Broadband Broadly Implemented	394	(1)
Everything Is Wireless	395	(1)
Everybody Will Partner with Everybody	396	(1)
Feel the Difference, Smell the Coffee	396	(2)
Body Scan	398	(1)
Automated Comparison Shopping	399	(1)
Thought Control-With the Shoe on the Other Foot	400	(1)
Make Your Mistakes Today	401	(2)
Index	403