Internet Marketing For Dummies

Internet Marketing For Dummies by Frank Catalano & Bud Smith

Book Review

Somewhat outdated. The book is actually very good as far as being comprehensive goes. Internet Marketing For Dummies offers a much more realistic and grounded approach to Internet marketing than many books I've read on the subject.

As far as useful SEO information goes, this book is not the place to find it. The book offers the basic search engine submission/ newsgroup posting/ email announcement approach to website promotion.

What I did like about this book is the initial focus on market research. Frank Catalano comes from a marketing background, and it shows. Market research before anything else!

Chapter List

Contents at a Glance

Introduction

Part I: Getting Started with Internet Marketing
Chapter 1:Getting Net-Savvy
Chapter 2:Market Size Matters
Chapter 3:Your Internet Marketing Plan
Chapter 4:Mastering Your Domain
Part II: Marketing on the World Wide Web
Chapter 5:Planning a Business Web Site
Chapter 6:Creating a Basic Web Site
Chapter 7:Marketing on Your Web Site
Chapter 8:Getting the Most out of Your Web Site
Part III: Marketing with E-Mail
Chapter 9:E-Mail Marketing 101 Chapter10: E-Mail by the Pallet
Chapter11: Building Community with E-Mail Lists
Part IV: Even More Internet Marketing
Chapter12: Speaking Up with Discussion Groups and Chat
Chapter13: Controlling the Message with Internet Advertising
Chapter14: Spreading the Word with Internet PR
Part V: The Part of Tens
Chapter15: Ten Advantages of Internet Marketing
Chapter16: Ten Disadvantages of Internet Marketing
Chapter17: The Offline Marketing Resources
The Internet Marketing For Dummies
Internet Directory

Table of Contents

Introduction

About This Book
Well-Attended Conventions
How This Book Is Organized
Part I:Getting Started with Internet Marketing
PartII:Marketing on the World Wide Web
PartIII:Marketing with E-Mail
PartIV: Even More Internet Marketing
The Internet Marketing For Dummies Internet Directory
Part V: The Part of Tens
Icons Used in This Book

Part I: Getting Started with Internet Marketing
Chapter 1:Getting Net-Savvy
Marketing on the Internet
Introducing the Web
E-mail and mail lists: Unsung online heroes
Newsgroups: The threat and the promise
America Online and online services
Online advertising
Wireless access
Do You Need to Market on the Internet?
Finding Your Online Market
Internet user profile
Working in the Online World

Chapter 2:Market Size Matters
Using Internet Marketing Resources
Building up your bookmarks
Search tips and tricks
Following the experts
Sizing Up a Market
Identifying customer characteristics
Customer characteristics and the Internet
Sizing up the competition

Chapter 3:Your Internet Marketing Plan
Assessing Your Overall Marketing Effort
Assessing current company-level marketing efforts
Internet marketing at the company level
Assessing current product marketing efforts
Marketing your product on the Net
Net marketing for the sole proprietorship
Matching Your Customer Base to the Online Community

What if my business is local?
What if my business is global?
Assessing Your Competitors' Net Work
Creating a comparison chart
Using your completed chart
Sizing up your Net-only competition
Sizing Your Internet Marketing Effort
Creating a Written Plan
Implementing Your Internet Marketing Plan

Chapter 4:Mastering Your Domain
Choosing an ISP for Online Marketing
Discovering How Domain Names Work
Breaking down domain names
The competition for domain names
Why domain names are so important
Possible new domain names
Choosing Your Domain Name(s)
Domain name follies
Good and bad domain names
Choosing a company domain name
What if you're local?
Registering Your Domain Name(s)
Registering your domain name yourself
Having an ISP or Web-hosting service register your domain name for you

Part II: Marketing on the World Wide Web

Chapter 5:Planning a Business Web Site
Guiding Principles for Business Sites
Specifying Your Site Content
Creating a Look and Feel for Your Site
Having Your Site Done for You
Getting engaged
Projecting your management style
Beating the wrap-up

Chapter 6:Creating a Basic Web Site
Deciding Whether to Do it Yourself
Steps to creating a site
Who does the work?
Putting it all together
Creating a Web Page
Should you do it?
How to do it
Making Smart Graphics

Chapter 7:Marketing on Your Web Site
Your Web Site as a Marketing Vehicle
Coordonating your Web site with your overall marketing plan
Designing your Web marketing effort
Marketing Information on Your site
Understanding the vital role of press releases
Putting product information onlne
Telling Web surfers where to buy
News on Your site

Chapter 8:Getting the Most out of Your Web Site
Gathering Information about Site Visitors
Techniques for gathering visitor information
Uses for visitor data
Improving Your Site
Getting Found with Search Engines
Registering for Yahoo!
Getting found by active search engines
Publicizing Your Site
Developing an effective publicity strategy
Expanding your publicity efforts
Part III: Marketing with E-Mail

Chapter 9:E-Mail Marketing 101 E-Mail: The Common Denominator
Basic E-Mail Netiquette
The Elements of E-Mail Marketing Style
Write "dressy casual"
Be polite
Don't be afraid to be forwarded
Making Every E-mail Do Its Share

Chapter10: E-Mail by the Pallet
Precessing E-Mail by the Pallet
Planning for the flood
The 24-hour rule Delivering E-Mail by the Pallet
Creating an e-mail mailing list
Creating the right message
Getting the mechanics right
Spam: Conts and a Few Pros
Why spam offends
Avoiding the spammer level

Chapter11: Building Community wit E-Mail Lists
What's an E-Mail List?
Sucscribing to an e-mail list
Variations on an e-mail list
Finding and Using the Right E-Mail Lists
Benefits of participating in an e-mail list
Participating in discussion lists
Creating Your Own E-Mail List
Benefits of creating an e-mail list
Determining which type of list to start
Setting up a simple list server
Maintaining Your E-Mail List
Promoting Your E-Mail List
Part IV: Even More Internet Marketing

Chapter12: Speaking Up with Discussion Groups and Chat
Understanding Usenet Newsgroups
News over the "back fence"
Organized side-to-side and top-down
Setting Up a Newsgroup Reader
Finding and Mining Discussion Groups
Finding the right Usenet newsgroups
Finding the right non-Usenet discussion groups
Monitoring discussion groups
Participating in discussion groups
Marketing to Discussion Groups
A Few Words About Chat

Chapter13: Controlling the Messeage with Internet Advertising
What Are Your Goals?
Driving the Right Ad Vehicle
Banner ads
Site sponsorship
E-mail lists
Search engine keywords
Making the Ad Buy
A few words about words
The purchase process
When to call in a professional

Chapter14: Spreading the Word with Internet PR
Whom Do You Want to Influence?
Targeting the right contacts
Using the right touch
Planning an Internet PR Campaign
Messages are key
Excuse me, did you say something?
Internet PR agency or not?
Getting Your Release Distributed
Ready for release
Putting it on the wire
Tracking Your Released Release
Watching the wires
Pay for play
Part V: The Part of Tens

Chapter15: Ten Advantages of Internet Marketing
Internet Marketing Has Low Barriers to Entry
Internet Marketing Is Informational Marketing
The Online World Enables You to Respond Rapidly
The Internet World Highlights Marketing's Role
Internet Innovations Are Marketing Opportunities
The Internet Makes Research Easier
The Online World Is Forgiving of Mistakes
The Internet World Is Currently U.S. Centric and English Centric
Internet Marketing Removes Geographic Barriers

Chapter16: Ten Disadvantages of Internet Marketing
Internet Marketing Is Different
Internet Bandwidth Is Crowded
Internet Efforts Can Get, Expensive
Online Marketing Doesn't Reach Everybody
Getting Online Can Be Difficult
The Internet Increases the Pressure on Marketing
Justifying the Cost of Net Marketing Efforts Is Hard
Making Mistakes Online Is Easy
Guilt by Association
The Uncertain Future of the Online World

Chapter17: The Offline Marketing Resources
Crossing the Chasm and Others
Trade Associations
Marketing: An Introduction and Marketing For Dummies
Trade Publications
Statistical Abstract of the United States and America Demographics
News Radio
Anything by Ries and Trout
Any Big Magazine Rack
Permission Marketing
Television Advertising
The Internet Marketing For Dummies Internet Directory

About This Directory
Advertising
Business Owner's Resources
E-Mail Lists
Government and Law
Marketing
Periodicals Online
Search Engines and Directories
Technology Resources
Web Tools
Miscellaneous

Index