"The E-Marketing Handbook" is essential reading for any business owner, marketing professional or student of marketing looking for real-world advice on Internet marketing. The Internet is probably the most effective marketing tool that has ever existed. It enables you to interact with your customers in a way that is quite unprecedented. By engaging in the sort of two-way relationships previously unimagined, companies and consumers can now find out more about each other than ever before. Customer relationship marketing now has a whole new meaning. No doubt you're more than aware of the potential of the Internet, so how can you ensure that you don't get lost in the e-marketing maze? In "The E-Marketing Handbook," Matt Haig cuts through the hype and shows you how to plan your e-marketing activity by focusing on: 1. what you want to achieve; 2. how you are going to achieve it; 3. who is responsible for the different tasks; 4. how much you are prepared to spend. Together these factors will form the background for your objectives and ensure that they are SMART -- Specific, Measurable, Achievable, Realistic and Timetabled. And by following Matt Haig's practical advice and guidance, you stand a good chance of realizing them. "The E-Marketing Handbook" will take you step-by-step through the process of developing and implementing an e-marketing plan. Every aspect is covered in detail and organized so that you can dip in and out if you wish or follow the advice in a logical fashion. You'll also find lots of examples and cases, recommended sites for further help and a very useful e-marketing dictionary. Matt Haig's practical, hype-free guide will help you to: * Design a user-friendly Web site; *Conduct market research on the Internet; * Build two-way relations between your site and its audience; * Use search engines as a marketing tool; * Build partnerships with other Web sites; * Develop an e-mail strategy; * Create a direct e-marketing strategy; * Create and distribute e-newsletters; * Convert passive visitors into active customers; * Provide ongoing customer support; * Build an e-brand; * Look at the pros and cons of online advertising; * Seek free media coverage for your site; * Integrate your online and offline marketing activity; * Measure and evaluate results.
