Marketing in the Age of Google, Revised and Updated

Your Online Strategy IS Your Business Strategy

Author: Vanessa Fox

Publisher: John Wiley & Sons

ISBN: 1118231937

Category: Business & Economics

Page: 272

View: 633

Search has changed everything. Has your business harnessed its full potential? A business's search strategy can have a dramatic impact on how consumers interact with that business. But even more importantly, search engine activity provides amazingly useful data about customer behavior, needs, and motivations. In this non-technical book for executives, business owners, and marketers, search engine strategy guru Vanessa Fox—who created Google's portal for site owners, Google Webmaster Central—explains what every marketer or business owner needs to understand about search rankings, search data, comprehensive search strategies, and integrating your strategy into the businesses processes. Updated statistics, tools, and recommendations Details about the latest changes from Google, Bing, and the overall search landscape Explanation and recommendations related to Google's substantial new search algorithm, know as "Panda" Discussion of the changing landscape of the integration of search and social media, including the addition of Google+ to the mix Traditional marketing isn't enough anymore. Businesses need to evolve as customer behavior evolves. Marketing in the Age of Google shows you how.


The Complete Guide to Profitable Direct Marketing

Author: Lois K. Geller

Publisher: Oxford University Press

ISBN: 9780198035992

Category: Business & Economics

Page: 384

View: 1298

Marketing experts know that Direct Marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable. Lois K. Geller, a leading Direct Marketing expert, updates her classic book to include the latest tips and techniques, plus expanded coverage of Direct Marketing in the age of the Internet. The new Revised Edition of Response offers all marketers, in any size company, a strategy for creating and sustaining a profitable Direct Marketing program--both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, she shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogs, fulfillment and customer service, and more. With scores of up-to-date examples drawn from companies large and small, including Ford Motor Company, American Express, and 1-800-Flowers, plus an updated glossary and resource guide, this Revised Edition of Response will be the authoritative source for Direct Marketing strategies and techniques.

Success Secrets of the Social Media Marketing Superstars

Author: Mitch Meyerson

Publisher: Entrepreneur Press

ISBN: 1613080085

Category: Business & Economics

Page: 336

View: 1454

Online marketing expert Mitch Meyerson presents you with an unmatched advantage into the world of social media – the priceless secrets, strategies, tactics and insights of more than 20 of today’s social media elite. Handpicked to cover almost every aspect of social media marketing, Meyerson and this distinguished team of experts open their playbooks and teach you how to create effective social media campaigns to cut through the clutter, reach out to millions and grow your business. Features: • Proven tips and tactics from 20+ top social media marketers • The biggest mistakes businesses make with social media and how to fix them • Actionable plans for all areas including social networks, blogs, web TV and mobile marketing • Real-world case studies, best practices and proven techniques from the experts • Detailed list of resources

Successful Marketing Strategies for Nonprofit Organizations

Winning in the Age of the Elusive Donor

Author: Barry J. McLeish

Publisher: John Wiley & Sons

ISBN: 9780470925539

Category: Business & Economics

Page: 288

View: 1818

From a leading expert on nonprofit marketing, the only marketing handbook a nonprofit manager will ever need-now fully revised and updated In Successful Marketing Strategies for Nonprofit Organizations, Second Edition, nonprofit marketing guru Barry J. McLeish shares everything he's learned during more than two decades managing and consulting nonprofits of every shape and size. Skipping all the arcane theory and the business school jargon, he gives you clear, step-by-step advice and guidance and all the tools you need to develop and implement a sophisticated marketing program tailored to your organization's needs and goals. New sections on the new media available to nonprofit marketers Techniques for analyzing your market and developing a comprehensive marketing plan Marketing strategies that will support fund-raising, promote new services, and enhance your organization's reputation and visibility Methods for developing a marketing program that reaches both the consumers of your service and the donors who support your organization Do you need to breathe new life into your existing marketing department? Successful Marketing Strategies for Nonprofit Organizations, Second Edition gives you the tools, the know-how, and the confidence you need to succeed.

How To Launch A Magazine In This Digital Age

Author: Mary Hogarth

Publisher: A&C Black

ISBN: 1441161902

Category: Computers

Page: 232

View: 5163

A team of internationally respected scholars identify and explore how philosophical reflections on travelling and landscapes have shaped East Asian aesthetics and religion.

Maximize Your Social

A One-Stop Guide to Building a Social Media Strategy for Marketing and Business Success

Author: Neal Schaffer

Publisher: John Wiley & Sons

ISBN: 1118756681

Category: Business & Economics

Page: 224

View: 7565

Create and maintain a successful social media strategy foryour business Today, a large number of companies still don't have a strategicapproach to social media. Others fail to calculate how effectivethey are at social media, one of the critical components ofimplementing any social media strategy. When companies startspending time and money on their social media efforts, they need tocreate an internal plan that everyone can understand. MaximizeYour Social offers a clear vision of what businesses need to doto create—and execute upon—their social media forbusiness road map. Explains the evolution of social media and the absolutenecessity for creating a social media strategy Outlines preparation for, mechanics of, and maintenance of asuccessful social media strategy Author Neal Schaffer was named a Forbes Top 30 SocialMedia Power Influencer, is the creator of the AdAge Top 100Global Marketing Blog, Windmill Networking, and a global socialmedia speaker Maximize Your Social will guide you to mastery ofsocial media marketing strategies, saving you from spending a chunkof your budget on a social media consultant. Follow Neal Schaffer'sadvice, and you'll be able to do it yourself—and do itright.

Your Brand, The Next Media Company

How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships

Author: Michael Brito

Publisher: Que Publishing

ISBN: 0133480135

Category: Business & Economics

Page: 272

View: 8618

Content is still king–and if you’re a brand marketer, you need to start thinking like a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational frameworks, and practical approaches for transforming your brand into a highly successful media company. There is a content and media surplus in the marketplace, and there is an attention deficit in the minds of consumers today. Their lives are dynamic and completely unpredictable. They are highly influential and aid their peers down the purchase funnel using organic conversations about the products they care about and the ones they don’t. In order to reach these consumers, brands must create recent, relevant, and game changing content to break through the clutter and successfully change their behavior. Social business pioneer Michael Brito covers every step of the process, including: Understanding the unpredictable nature and dynamic behaviors of the social customer Deploying social business strategies that will help facilitate the change from brand to media company Building a content organization and setting the stage for transformation Creating a real-time command center that will help facilitate reactive and proactive content marketing Creating a centralized editorial team that will drive content strategy, governance, and cross-team collaboration Building the content supply chain (workflows for content ideation, creation, approval, distribution, and integration) Enabling customers and employees (brand journalists) to feed the content engine Developing your content strategy that can be executed across paid, earned, and owned media content Transitioning from “brand messaging” to a highly relevant content narrative Evaluating the content marketing vendors and software platforms vying for your business Along the way, Brito presents multiple case studies from brand leaders worldwide, including RedBull, Oreo, Tesla Motors, Burberry, Sharpie, and Pepsi—delivering specific, actionable, powerfully relevant insights you can act on to begin the transformation from brand to media company.

Media Management in the Age of Giants

Business Dynamics of Journalism

Author: Dennis F. Herrick

Publisher: UNM Press

ISBN: 0826351638

Category: Language Arts & Disciplines

Page: 399

View: 8224

The emergence of giant media corporations has created a new era in mass communications. The world of media giants--with a focus on the bottom line--makes awareness of business and financial issues critical for everyone in the industry. This timely new edition of a popular and successful textbook introduces basic business concepts, terminology, history, and management theories in the context of contemporary events. It includes up-to-date information on technology and addresses the major problem facing media companies today: How can the news regain profitability in the digital age? Focusing on newspaper, television, and radio companies, Herrick fills his book with real-life examples, interviews with media managers, and case studies. In a time when all the rules are changing because of digital technology, conglomeration, and shifting consumer habits, this text is a vital tool for students and working journalists.

Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities

Social Media and Online Brand Communities

Author: Bowen, Gordon

Publisher: IGI Global

ISBN: 1466665963

Category: Business & Economics

Page: 313

View: 4901

For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in today’s business world. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage. Focusing on qualitative research, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes.

Recreation, Event, and Tourism Businesses

Start-up and Sustainable Operations

Author: Robert E. Pfister,Patrick T. Tierney

Publisher: Human Kinetics

ISBN: 9780736063531

Category: Business & Economics

Page: 285

View: 6960

"Recreation, Event, and Tourism Businesses" uncovers the keys to business success in the commercial recreation, event and tourism sector. The book provides a practical overview of the field. Readers will find discussions of the business planning process, industry-specific concepts and content, and contemporary operations and management practices.

The Essential Manager

How to Thrive in the Global Information Jungle

Author: James W. Cortada

Publisher: John Wiley & Sons

ISBN: 1119004934

Category: Business & Economics

Page: 262

View: 5989

This book discusses the evolution of management as a professionover the past two decades and how it continues to evolve. It goeson to describe the new style of management and makesrecommendations for what today’s and tomorrow’smanagers must know and how to work. Offers ways to think about your role as a manager in order tooptimize your effectiveness toward uncertain and turbulentchanges Discusses current realities in which management currentlyoperates Provides a historical background of managerial practices andhow they’ve evolved in the present workplace

Mastering Online Marketing

12 World Class Strategies That Cut Through the Hype and Make Real Money on the Internet

Author: Mitch Meyerson,Mary Eule Scarborough

Publisher: Entrepreneur Press

ISBN: 1613080360

Category: Business & Economics

Page: 262

View: 7829

Learn to avoid the #1 problem that plagues most online businesses—an under-performing website. The rise in online shopping has led countless entrepreneurs to jump on the e-commerce bandwagon—but despite their big dreams and hard work, most fail. This book shows them how to succeed in grabbing their piece of the e-commerce pie. Forgoing get-rich-quick hype for best practices and solid marketing principles, two world-class online marketers offer an unbeatable 12-step system that creates a profitable and sustainable online business. Hundreds of proven strategic and tactics, as well as dozens of time-saving web resources, help you jumpstart the process. The authors reveal the 10 most common e-commerce mistakes and offer fail-safe strategies for avoiding them. Innovative automation strategies save you time and money and help you create new streams of passive income. Featuring current technology—including Web 2.0 innovations, web conferencing, podcasts, blogging and more—this comprehensive manual puts website owners on the road to profitability.

Saving the Royal Mail's universal postal service in the digital age

an update of the 2008 Independent Review of the UK Postal Services Sector

Author: Richard Hooper,Great BritainDepartment for Business, Innovation and Skills

Publisher: The Stationery Office

ISBN: 9780101793728

Category: Business & Economics

Page: 49

View: 6971

The Coalition Government asked Richard Hooper to update the 2008 report "Modernise or decline: policies to maintain the universal postal service in the United Kingdom" (Cm. 7529, 2008, ISBN 9780101752923). He finds the universal postal service still under serious threat, with most of the original causes for concern having got worse: the market and Royal Mail's market share continue to decline; the company has still not modernised sufficiently; the accounting pension deficit has grown from £2.9bn to £8.0bn; the current regulatory regime is not fit for purpose. The 2008 recommendation that private sector capital is required by Royal Mail is reiterated, for several reasons. The company is unlikely to generate sufficient cash to finance the modernisation required. Private sector capital will inject private sector disciplines and reduce the risk of political intervention in commercial decisions. And the state of the public finances means that Royal Mail will find it harder to compete for Government capital against other public spending priorities. But private capital will not be attracted without action on the pension deficit and the regulatory regime. The historic pension deficit should be taken over by the public purse. A new regulatory framework must be created that increases certainly for investors in the postal services sector in general and in Royal Mail in particular. Postcomm has recently consulted on a new framework, and this should be built upon. This update sets out the high level principles that should guide regulation, ensuring the overall burden is reduced.

Ten Rules for Strategic Innovators

From Idea to Execution

Author: Vijay Govindarajan,Chris Trimble

Publisher: Harvard Business Press

ISBN: 1422148084

Category: Business & Economics

Page: 224

View: 4172

Even world-class companies, with powerful and proven business models, eventually discover limits to growth. That's what makes emerging high-growth industries so attractive. Although they lack a proven formula for making a profit, these industries represent huge opportunities for the companies that are fast enough and smart enough. But constructing tomorrow's businesses while simultaneously sustaining excellence in today's, demands a delicate balance. It is a quest fraught with contradiction and paradox. Until now, there has been little practical guidance. Based on an in-depth, multiyear research study of innovative initiatives at ten large corporations, Vijay Govindarajan and Chris Trimble identify three central challenges: forgetting yesterday's successful processes and practices; borrowing selected resources from the core business; and learning how the new business can succeed. The authors make recommendations regarding staffing, leadership roles, reporting relationships, process design, planning, performance assessment, incentives, cultural norms, and much more. Breakthrough growth opportunities can make or break companies and careers. Ten Rules for Strategic Innovators is every leader's guide to execution in unexplored territory.


How Social Media is Turning Sales and Marketing Upside-Down

Author: Shane Gibson,Stephen Jagger

Publisher: Stephen Jagger Holdings

ISBN: 1439264007

Category: Business & Economics

Page: 220

View: 4961

Social media is turning sales and marketing upside down. Sociable! shows you how to profit from this trend.

Mobile Business Strategies

Understanding the Technologies and Opportunities

Author: Jouni Paavilainen

Publisher: Pearson Education

ISBN: 9780201788983

Category: Computers

Page: 237

View: 2472

The mobile revolution - the collision of the internet and the world of mobile communications - is already changing the way we work and live. High levels of mobile phone penetration and internet access combine with widespread credit card usage to offer the prospect of a multitude of new business opportunities. But what are the most promising areas of m-commerce? Which are the most significant new technologies? How will mobile devices, networks and applications develop as we move towards the third-generation (3G) world? "Mobile Business Strategies" explores the new mobile world, looks into the future and considers the emerging trends. It discusses the roles of financial institutions, operators, content providers and other key parties in the mobile commerce value chain. Core technologies are addressed from a strategic perspective, familiarizing the reader with both the possibilities and the limitations of the mobile environment. After an in-depth examination of potential corporate and consumer solutions, the book concludes with a more detailed analysis of two crucial areas: location-based services and mobile portals. Required reading for operators, financial institutions, web portals, content providers, systems integrators, and anyone looking to master the challenges of the mobile internet, "Mobile Business Strategies" provides: A strategic overview of the most promising mobile technologies and their potential applicationAn understanding of the intrinsic differences between m-commerce and e-commercePractical and hype-free advice for securing competitive advantage in this fast-moving field40 mobile business case studies from around the world. 0201788985B04092002

The Social Network Business Plan

18 Strategies That Will Create Great Wealth

Author: David Silver

Publisher: John Wiley and Sons

ISBN: 9780470455012

Category: Business & Economics

Page: 240

View: 3475

All of us know that users of the Web do not read advertisements on the websites we visit, yet the online communities are emerging as the next great media rely solely on this method to produce revenue. In The Social Network Business Plan, social network expert, David Silver presents and explains 18 cutting-edge methods to create revenue for social network websites--none of which are advertising. He also predicts the demise of seemingly successful online communities such as MySpace and Facebook that rely on advertising as non-sustainable modalities. Silver describes and explains that in the future new products and services will be introduced, talked about, rated, reviewed and recommended - or killed - by online communities. One example of the 18 new revenue channels that online communities are adopting is the sale to vendors of anonymized conversations of the community members concerning those vendors' products or services. Another example is online communities who partner with the internet providers to receive payment when a particular online community's information is downloaded usinf that providers service. The other sixteen revenue channels are equally head-turning! Silver is the only angel investor, operating down where the rubber meets the road, who is investing in online communities in their infancy, and writing about which ones will win and which ones will fail.

The New Rules of Marketing & PR

How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

Author: David Meerman Scott

Publisher: John Wiley & Sons

ISBN: 1118119665

Category: Business & Economics

Page: 400

View: 3584



From Strategy to Implementation

Author: Dale Neef

Publisher: FT Press

ISBN: 9780130914118

Category: Business & Economics

Page: 202

View: 6571

The comprehensive guide to Web-enabled procurement. Achieving rapid ROI with e-procurement Discover start-to-finish planning and implementation strategies that work in real enterprise environments. Flexible, a gile e-procurement architectures Define technical architectures and business processes that can take advantage of rapid change and new opportunities. Electronic trading communities e-markets, auctions, reverse auctions, ex changes: who'll dominate and how will it affect you? Security and trust Overcome the security and trust obstacles that prevent many companies from fully leveraging e-procurement. Structuring the project Master e-procurement strategy, project scoping, prioritization, planning, analysis, and design.Managing change in an e-procurement projectChange management lessons learned from ERP: making sure your new processes actually get used. The complete guide to Web-enabled procurement Proven solutions based on real enterprise experience Covers every e-procurement model: sell-side, buyer-managed, vertical and horizontal e-markets, ASPs, auctions, and mor e Explores today's leading e-procurement technologies, including XML Explains how to make e-Procurement work: in-depth, start-to-finish lifecycle coverage e-procurement is hot and important--and no wonder! Leading companies are already saving millions of dollars annually with it. Best of breed CEO's like GE's Jack Welch and Cisco's John Chambers are on record that e-procurement will save their companies millions, perhaps billions, of dollars. Now, there's a start-t o-finish guide to implementing e-procurement in any enterprise. Dale Neef covers it all--from making the business case to designing the solution, managing the risks to reaping the benefits. Neef begins with an up-to-the-minute overview of t he promise of B2B e-procurement in supporting globalized, extended enterprises. He reviews every option for deploying e-procurement, including sell-side one-to-many systems, buyer-managed/hosted markets, independent portals, online trading communities, ve rtical and horizontal e-markets, auctions, reverse auctions, ASPs, and more. Coverage includes: Making the business case for e-procurement: process efficiencies, compliance, leverage, and beyond Designing the optimal e-procureme nt solution Identifying the most appropriate role for integrators and consultants Leading approaches, from ERP-centered solutions to enterprise application integration e-procurement opportunities in the public sector Key pitfalls, areas of risk-and proven solutions In e-Procurement: From Strategy to Implementation, Dale Neef has written the essential start-to-finish guide for transforming e-procurement from promise to a very profitable realit

Marketing Strategy

Author: Steven P. Schnaars

Publisher: Simon and Schuster

ISBN: 0684831910

Category: Business & Economics

Page: 216

View: 4216

The essential marketing text for business students and professionals--updated and revised to accommodate rapid changes in the business world. First issued in 1991, Steven Schnaars's text combines a centrist approach to basic theory with real-world business examples. In clear and focused language, Schnaar focuses on the three Cs--customers, competition, and changing market trends.