Internet Marketing Start to Finish: Drive measurable, repeatable online sales with search marketing, usability, CRM, and analytics (Que Biz-Tech) [Paperback]

Catherine Juon (Author), Dunrie Greiling (Author), Catherine Buerkle (Author)

Book Description

Publication Date: August 20, 2011 | ISBN-10: 0789747898 | ISBN-13: 978-0789747891 | Edition: 1

Internet Marketing Start to Finish

A breakthrough system for attracting more customers on the Internet

 

Internet marketing is the fastest, most efficient way to attract profitable new customers—if you run it strategically and systematically. This book shows you how. You’ll discover how to integrate marketing, sales, and operations functions to work together far more effectively, capture the right real-time data for decision-making, and apply it to drive dramatic improvements in performance. Drawing on extensive in-the-trenches experience, the authors help you implement a more iterative, measurable, and repeatable approach to Internet marketing, deliver better-qualified leads, build an online sales engine to track and improve every customer relationship…and, above all, grow profits!

 

You’ll Learn How To:

 

• Craft flexible strategies that can quickly learn from experience

• Eliminate "silos" that prevent effective measurement and execution

• Overcome obstacles ranging from culture to processes to individual behavior

• Build a powerful online sales engine to track customers through the entire relationship

• Avoid dangerous data and weed out junk leads

• Integrate web KPIs into business decision-making

• Link web to lead to CRM analysis

• Redefine messages to respond to your key audiences’ personas

• Architect and design sites to improve user experience and conversion

• Write highly findable content, and then make it even more visible

• Start a feedback loop for continually optimizing both tactics and strategy

• Globalize Internet marketing for diverse languages and cultures

• Translate your performance into boardroom-ready reports

 

 

CATHERINE JUON, Co-Founder & Catalyst of Pure Visibility, has worked in the Internet space for nearly 20 years. She has extensive experience helping companies develop integrated online marketing strategies that leverage online advertising, search engine marketing, and social media.

 

DUNRIE ALLISON GREILING, Director of Happiness at Pure Visibility, works with analysts to derive actionable recommendations from complex web data and develop strategic Internet marketing plans. She has more than a decade of web content and project-management experience.

 

CATHERINE BUERKLE has 18+ years of experience in usability design, web-based media, technical communication, project management, and marketing. She founded ArborComm, Inc., and co-founded the Digital Design Institute of Michigan.

 

 

ISBN-13: 978-0-7897-4789-1

ISBN-10: 0-7897-4789-8

 

Editorial Reviews

Review

"In Internet Marketing Start to Finish, Catherine Juon and Dunrie Greiling reveal their hard-won secrets and strategies for better online visibility. If you sell online, buy this book!"

—Peter Morville, Author of Ambient Findability and co-author of Information Architecture for the World Wide Web

 

"This is a must-read for anyone who wants clarity in the complicated world of online marketing. This is an excellent work informed by deep experience in the Internet marketing arena."

—Terry Oprea, CEO, Mort Crim Communications, Inc.

 

"This is a really fascinating look at advanced techniques for building a web presence, yet the authors have made it simple enough for beginners. By demystifying information architectures, online personas, and web analytics, they have created a guidebook that will enable even web newbies to drive new business through their websites—and and after all, isn't that why we're all spending so much time on our websites in the first place?"

—Patrick Fetterman, VP Marketing, Plex Systems, Inc.

 

"There is a definite science that underpins the art of online marketing; Catherine and Dunrie have demonstrated a tremendous command of that science through their work with our team and now have taken it a step further by documenting it in a clearly articulated and consumable manner within this book. If you're marketing your business online, you need to have command of these concepts or else you're missing the boat."

—Eric Kushner, Director, Marketing Strategy, Compuware Corporation

 

"Internet Marketing Start to Finish takes you from the front door through the back office of online sales, design, development and metrics—and then how to get noticed. Measurable results are the 'killer app' in today's online marketing strategy. With social and mobile so tightly integrated and expanding quickly, if you miss the metrics between your online brand and your customer, then you're missing the entire game. The authors bring all their years of proving to their own customers first-hand that this stuff really works—it can work for you too."

—Richard S. Tombelli, Web Director, Thomas M. Cooley Law School

About the Author

Catherine Juon is co-founder and Catalyst of Pure Visibility, passionately leading the charge for companies to grow via the Internet. Catherine traces her love of the Internet back to Poland, where in 1991 she began teaching at the University of Warsaw. There, she experienced the power of the Internet to transform international communication, from weeks to seconds, in a way we now take for granted. Catherine believes a similar transformation is taking place in commerce–and dubbed the system of harnessing the power of the Internet for commerce Your Online Sales Engine. Based on the experience of helping companies from the corner store to global enterprises, Catherine and her company teach companies how to benefit from the web by sharing the foundations you’ll learn in this book.

 

Dunrie Greiling is Pure Visibility’s Director of Happiness and its lead Relationship Manager, responsible for national and global online sales engine engagements for Pure Visibility clients. Dunrie often draws on the hypothesis testing and data analysis skills she learned during her doctoral dissertation in Ecology and Evolutionary Biology at the University of Michigan and her undergraduate degree in that field from Princeton University. She left academics in 2000 and has since managed software design, web design and development, and search marketing projects. She supplemented her lessons learned with training and certification as a Project Management Professional by the Project Management Institute.

 

Catherine Buerkle is an independent User Experience and Technical Communication Consultant currently living in Germany. She has extensive experience defining and writing interactive content for a broad array of industries and applications (both web based and offline).

Before moving to Germany and under her maiden name of Titta, Catherine founded and ran a technical communication and user-experience consulting practice that won several international and best-of-show awards. Based on both the wide variety of her consulting experiences and her extensive time spent in the IT world, she has become a strong user advocate and an evangelist for applying practical and sound methodologies.

Product Details

• Paperback: 350 pages
• Publisher: Que Publishing; 1 edition (August 20, 2011)
• Language: English
• ISBN-10: 0789747898
• ISBN-13: 978-0789747891
• Product Dimensions: 6.1 x 0.7 x 8.9 inches
• Shipping Weight: 15.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.9 out of 5 stars  See all reviews (9 customer reviews)
• Amazon Best Sellers Rank: #363,272 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

5 of 5 people found the following review helpful

5.0 out of 5 stars An eye-opening book September 10, 2011

By R. R. Fraspa

Format:Paperback

I have worked in the silo of public relations (P.R.), which used to be separate from marketing.
In many respects that separation is archaic. P.R. and marketing now overlap and co-exist online within
social media websites and communities. I received a review copy of this book and, as non-technical
P.R. professional, I found this book an eye-opener.

Authors Catherine Juon, Dunrie Greiling and Catherine Buerkle are coaches experienced
in dealing with novice and experienced marketers, and they address their readers' concerns
systematically and with clarity.

The authors write in plain, accessible English in order to help readers judge the maturity
of their current online marketing plan. They offer solid methodology for measuring the value of a
program in order to improve it. They also detail simple ways to get significant improvements.

If you're interested in developing and/or refining an Internet marketing plan, Internet Marketing,
Start to Finish provides deep, personal coaching on how to weave together the elements
of a successful web-based plan.

2 of 2 people found the following review helpful

5.0 out of 5 stars Highly Recommended Book for Marketing and PR Professional October 25, 2011

By BJ Fischer

Format:Kindle Edition

If you are an marketer or PR professional looking to learn how to market online, you have probably found that there is a preponderance of books that pontificate in frustrating generalities about "finding your tribe," but a lack of books with practical and actionable advice on how to operate a grown-up marketing program for actual business people. If that is how you feel, this is the book for you. It is well written, thoughtful and detailed, providing the tactics that you need to make an impact on the web. Just as importantly, it shows you how to harness the analytic power of the net, so you know what is working and what is not working. I'm glad I read the book, and I can't wait to get to the office and put it into action.

2 of 2 people found the following review helpful

4.0 out of 5 stars A Real Internet Marketing Process for Non-Marketing Professionals October 19, 2011

By Kathryn R. Pierro

Format:Paperback

As a long-time technical writer, I've had the unenviable job of trying to educate executive stakeholders in my organization that good websites are "works in progress" that need continuous improvement, not pretty "snapshots in time" of where the company was five years ago when the site was purchased. Websites that work also need a coordinated approach to internet marketing that delivers measurable results, but very few companies will devote the resources needed to get real results, or, if they will, know where to start.

Fortunately, this book delivers a step-by-step process for achieving measurable internet marketing results by optimizing website visibility, usability, and analysis--creating what it calls an "online sales engine" that can inform and refine a company's overall marketing strategy. Even us non-marketing professionals could follow the book and get the job done. If Chapter 1 seems a bit like just more loquacious fluff (if you've bought the book, do you really need to be convinced internet marketing is important?), just skip to the Summary the authors have thoughtfully provided at the end of each chapter. Chapter 2 will give you an overview of the process so well organized that you could probably steal most of it for those PowerPoint slides you will need to get buy in from those executive stakeholders. In fact, the book's generally excellent organization compensates much for its somewhat intimidating 300+ page length.

Chapters 3 through 9 detail each step in the process of developing a coordinated internet marketing plan, organized sequentially so you could literally follow the book "start to finish" and arrive at a good place. Numerous tables and illustrations show how to interpret analytics data to track Key Performance Indicators, how to calculate the returns (the calculations tables alone are worth the price of the book), and even more important, how to actually apply this information to improving your overall internet sales/marketing approach. Separate strategies are given for improving sales and ROI through organic (regular) search and Pay Per Click search--an important distinction and a relief for someone to have detailed, rather than waved hands at the existence of both. Especially noteworthy, because unusual, are the suggestions for international organizations in Chapter 10.

A few minor nits I have to pick: The book relies almost solely on Google web tools for its examples. Granted Google may be the most widely used search tool, and Google Analytics is free and therefore also popular, but is it the best? Are there other free or paid tools that are better in some cases? Occasionally, golden nuggets are buried in hidden corridors like the Preface (who but a technical writing geek like me reads the Preface?) or numerous, chatty "case studies" instead of being put up front in the main body of the text. Even though I subtracted a star for these omissions, they don't detract from the value of the book, which I highly recommend.