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eMarketing eXcellence, Third Edition: Planning and optimising your digital marketing (Emarketing Essentials) Reviewe-Marketing eXcellence, third addition, covers the entire scope of e-Marketing:
Objectives - Do you want to sell? build a brand? talk to and or serve customers?
e-Models - e-commerce, communications, online revenue, web2.0.
e-Customers - Who are they? why do they/don't they buy online? how do they buy? how do you build relationships with them? how do they communicate with each other?
Tools - Not just the internet! iDTV, Digital Radio, Mobile etc.
Site design - Establishing the purpose of the site, best practice design, navigation, structure and copywriting.
Traffic building - SEM, display advertising, e-mail, viral, PR.
CRM - Developing lasting relationships with your customers - database marketing, profiling and personalisation.
e-Business - From value chains to value networks; an analysis what's involved in setting up and managing an e-Business.
The main body text is well written, and the depth of coverage for each topic is just right for a book this size.
Throughout the book you'll find the following boxes:
e-Marketing Excellence - Real world case studies of how large corporations have used the topic being discussed in that part of the book.
Practical/Best Practice e-Marketing tip - Specifics on how you can use the topic being discussed in your own e-marketing campaigns.
e-Marketing Insight - Views from corporations, technology providers (e.g. Google), e-Marketing experts to get you thinking in multiple directions.
The book is also littered throughout with high quality charts, graphics and screenshots of actual websites, all in colour, to give you actual examples of how these techniques are being used.
This third edition of the book has extensive coverage on the latest trends in e-Marketing - viral marketing, web2.0 approaches such as social networking and online PR.
One of the highlights of this book, for me, is thorough coverage of the SOSTAC® approach to e-Marketing planning. Created by Paul Smith (who is a co-author of this book), the model provides a structured framework for building your e-Marketing plans. The model can be applied to projects from small to massive. The book concentrates on how to apply the SOSTAC® model specifically to e-Marketing. Essential reading for anyone involved in writing e-Marketing plans.
This book has broadened my knowledge of e-Marketing in a way that I would not have been able to do so without it. I found myself constantly thinking in new directions when reading it. I now have an appreciation of many more aspects of what's involved when planning for, implementing, and testing e-Marketing campaigns, and I would not hesitate to recommend this book to anyone involved in all aspects (strategizing, managing, implementing) of e-Marketing. The book also serves as an excellent resource for the e-Marketing student.
eMarketing eXcellence, Third Edition: Planning and optimising your digital marketing (Emarketing Essentials) OvervieweMarketing eXcellence third edition has been completely revised and updated to help you create effective and up-to-date customer-centric e-marketing plans. A hugely successful practical guide to creating and executing e-marketing plans, it combines established approaches to marketing planning with the creative use of new e-models and e-tools. It is designed to support both marketers who are integrating e-marketing into their existing marketing and communications strategies and experienced e-marketers looking to optimise their e-marketing. Written by two highly experienced eMarketing consultants, the book shows you how to:* Draw up an outline e-marketing plan* Evaluate and apply e-marketing principles and models* Integrate online and offline communications* Implement customer-driven e-marketing* Reduce costly trial and error * Measure and enhance your e-marketing * Drive your e-business forwardEstablished marketing concepts such as customer relationship management, the marketing mix and widely adopted SOSTACplanning system, are re-examined in the new media context - and new approaches explained including blogs, search engine marketing, viral marketing and E-CRM.Offering a highly structured and accessible guide to a critical and far-reaching subject, eMarketing eXcellence third edition provides a vital reference point for all students and managers involved in marketing strategy and implementation.*Learn how to create a digital marketing strategy and get better campaign results* This jargon-free, understandable and applicable text is proven to help marketers maximize the potential of online promotion* Each chapter is structured with the following fantastic features: Introduction; Chapter Summary; References; Further Reading; Web Links; Self-test; eMarketing practitioner interviews
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