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| 作者简介： Ben Carter runs his own digital agency and has written for Marketing and New Media Age magazines. Gregory Brooks is a freelance business journalist and industry commentator. Frank Catalano is an Internet marketing consultant. Bud Smith is the author of Creating Web Pages For Dummies. |
| Introduction About This Book Conventions Used in This Book How This Book Is Organised Part Ⅰ: Getting Started with Digital Marketing Part Ⅱ: Marketing on the World Wide Web Part Ⅲ: Marketing with Search Part Ⅳ: Even More Digital Marketing Part Ⅴ: The Part of Tens The Digital Marketing For Dummies Internet Directory Icons Used in This Book Where to Go from Here Part Ⅰ: Getting Started with Digital Marketing Chapter 1: Getting Net-Savvy Marketing on the Internet Introducing the Web E-mail and mail lists: Unsung online heroes Online messageboards and forums: The threat and the promise Online advertising Wireless access Considering whether 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 Search engines are your best friends Following the experts Sizing Up a Market Identifying customer characteristics Customer characteristics and the Internet Sizing up the competition Chapter 3: Your Digital Marketing Plan Assessing Your Current Marketing Efforts Assessing your current company-level marketing efforts, Digital marketing at the company level Assessing current product marketing efforts Marketing your product on the Net Net marketing for the one-man band Matching Your Customer Base to the Online Community What if my customer base is typically not online? What if my business is local? What if my business is global? Assessing the Competition Creating a comparison chart Using your completed chart Sizing up your pure-play competitors Sizing Your Digital Marketing Effort Creating a Written Plan Implementing Your Digital Marketing Plan Part Ⅱ:Marketiong on the Worlk Wide Web Chapter 4: Mastering Your Domain Choosing an ISP for Digital 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 Chapter 5: Planning Your Business Web Site Guiding Principles for Business Sites Specifying Your Site Content Creating a Look and Feel for Your Site …… Chapter 6: Marketing on Your Web Site Chapter 7: Getting the Most Out of Your Web Site Part Ⅲ: Marketing with Search Chapter 8: Optimising Your Web Site for Search Engines Chapter 9: Understanding the Power of Google Chapter 10: Getting to Grips with Paid Search Chapter 11: Checking Out Affiliate Marketing Part Ⅳ: Even More Digital Marketing Chapter 12: Controlling the Message with Online Chapter 13: Spreading the Word with Internet PR Chapter 14: The Emergence of Web 2.0 Part Ⅴ: The Part of Tens Chapter 15: Ten Advantages of Digital Marketing Chapter 16: Ten Disadvantages of Digital Marketing Chapter 17: Ten Offline Marketing Resources The Digital Marketing For Dummies Internet Directory Index |
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