Inbound Marketing: Get Found Using Google, Social Media and Blogs (New Rules Social Media Series)
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Stop pushing your message out and start pulling your customers in Traditional ‘outbound’ marketing methods like cold-calling, email blasts, advertising, and direct mail are increasingly less effective. People are getting better at blocking these interruptions out using Caller ID, spam protection, TiVo, etc.
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eMarketing eXcellence: Planning and optimising your digital marketing (Emarketing Essentials)
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Combines approaches to marketing planning with the use of e-models and e-tools. This 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; and, drive your e-business forward.
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More Internet Marketing Products
Great mainstream book about new marketing,
This excellent book is aimed at the 99% of the business world who are faintly befuddled by the strange world of youtube and delicious that they find themselves living in. It’s aimed at plumbers, hairdressers, lawyers and oil company executives; at people in large corporations and small businesses alike who are dimly aware that their working lives are about to change – indeed, have already started to change in disconcerting ways – and who don’t know what to do.
The premise of the book is that the old marketing is dead or dying. Gone are the days where simply throwing money at print or radio advertising guaranteed succees. Instead, you need to engage your customers. Give them reasons to come to visit your web site, and once they are there give them reasons to come back again and again. Turn your web site into a hub, stuffed with remarkable blog posts, videos and interviews. As the authors put it (they have a pleasing way with words) “ten years ago, your marketing effectiveness was a function of the width of your wallet. Today, your marketing effectiveness is a function of the width of your brain.”
“Inbound marketing” is clearly – and explicitly – inspired by authors such as Seth Godin and David Meerman Scott. But where this book differs is in its emphasis on hands-on advice. Not only is it inspirational, but it’s also brimming with practical wisdom. Sure, it talks about the power of Twitter. But then it gives you advice on how to choose a twitter handle. Sure, it talks about the rise of the superstar blogger and the death of the press release. But then it talks about how to decide whether you need a PR agency and, if you do, then how you should hire one. Sure, it stresses that your employees will need to learn new skills if they are to survive in this new world. But then it talks about what those skills are, what steps your employees need to take to get them and how you can track how they’re doing. Each chapter contains a checklist of things you should do, right now, to start improving your inbound marketing.
This is no dry textbook. It’s full of anecdotes, some from the usual suspects (Whole Foods, Zappos and Barack Obama) but from others too: accounting software, a shutter manufacturer and a PR firm among others. It’s well written, and there are cartoons too.
Inbound marketing – get found using Google, social media and blogs is an excellent, mainstream introduction to new marketing. If you want to dip your toes into the cold water of social media then buy a copy. If you know all about social media then you almost certainly know people who need this book. Buy them a copy from Amazon. They’ll love you for it.
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|A remarkable book on marketing,
Inbound marketing argues that the way to get attention is to produce great content and it certainly practises what it preaches. It is not a book about theories by some acadamics trying to push a new theory – its actually a candidly honest guide to the new marketing rules created by the internet from two guys with a great deal of experience who share their knowledge in a very honest book. I particularly liked their honesty about the pros and cons of various social media tools – you could almost sense their exasperation at trying to get content onto the front page of digg only to see it fail. And I laughed at the brutal honesty at times – don’t worry about what you put in your tweets at the a start because nobody is going to be reading them at this point….
If you are looking for a book that will allow you to turn your business or idea into the next Internet sensation in 7 days you are not going to find it. But if you accept that it will require sustained effort, and want a book which explains how to market better on the internet (and the examples quoted range from Amex to one-person shops), is full of good advice and gives you a clear path to develop your marketing using the new rules of marketing, this is the book to read.
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|The BEST guide to twitter, facebook, linkedin etc. for business use,
If you’ve heard about Facebook, youtube and all the other forms of social networking, but didn’t think they were much use for business, then this is the book to change your mind. Written with bitesize chapters and a very readable style, this book gives you a how to do it approach. Was given the book as part of a business course and have been recommending it such much to friends, family and anyone who’ll listen – I wish I was on some commission!
A geek free guide to using the internet to drive more customers to your business – and if you haven’t got a customer then you haven’t got a business
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|Essential reading for anyone involved in e-Marketing,
e-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.
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|Best of the eMarketing bunch?,
Increasing your understanding of digital marketing can be quite an intimidating exercise. There are a mass of books on the subject each professing to have the best route to developing your skills. In my opinion eMarketing Excellence is probably the most accessible and comprehensive of the books around.
It is pretty clear from the opening chapters that the authors have been able to draw on their experience both as practitioners and as trainers. The sections are discretely and logically titled and subtitled. Each chapter has very clear boxed sections providing insights and real-world examples -importantly drawn from both B2C and B2B environments – and the chapters close with useful summaries.
The book’s target market is probably new marketers or those already in marketing but looking to add digital to their skill set, but It’s examples and breadth make it just as interesting to those already familiar with the digital arena. Particularly useful in this regard are the chapters that include aspects of planning, strategy and measurement.
This isn’t a sit down and read on one session book, but more like the manual you leave on your desk or have close to hand so you can dip in and out.
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|essential for professional marketers,
I was introduced to eMarketing Excellence when I was taking the Chartered Institute of Marketing’s eMarketing award. It is an essential reference book for anyone wanting to know more about eMarketing.
Chaffey and Smith move beyond the 4Ps, 7Ps or 8Ps into `remix’ and gets the reader to review how these work in an online setting. Full of marketing models (and matrices), it is clearly presented and easy to follow. Case studies and real world examples clarify specific topics.
Since reading the first edition of the book I bought this edition too. On a practical note we use the 5S tool to review websites as it gives an objective benchmark from which to start.
The book contains practical tips, links to other websites and I recommend this book highly – I’ve sent the link to many colleagues as a worthy read.
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