The McGraw-Hill 36-Hour Course: Online Marketing (McGraw-Hill 36-Hour Courses) [Paperback]

Lorrie Thomas (Author)

Book Description

Publication Date: December 28, 2010 | Series: McGraw-Hill 36-Hour Courses

A crash course on the most dynamic marketing platform today!

Online marketing has evolved far beyond flashy websites and banner ads shouting at customers about your product. It's about using an array of Internet tools to build credibility and visibility, spread your message, and form meaningful customer relationships.

The McGraw-Hill 36-Hour Course: Online Marketing puts you on the fast track to harnessing the power of the Web for your marketing goals. It begins with planning and building a website and then provides in-depth coverage of essential online marketing tools and techniques, such as:

• Content marketing and blogging
• Social media marketing
• Web analytics
• Search Engine Optimization (SEO )
• E-mail marketing
• Online Public Relations
• Earn a Certificate of Achievement Through A Free Online Examination!

The McGraw-Hill 36 Hour Course: Online Marketing spells it all out in easy-to-understand terms and actionable steps. You’re already on your way to Web marketing mastery!

Editorial Reviews

About the Author

Lorrie Thomas, M.A., is a marketing strategist, educator, writer, trainer, and speaker. She is the CEO of Web Marketing Therapy (www.webmarketingtherapy.com), a marketing agency that offers strategic advisory services, online marketing training, and marketing management.

Product Details

• Paperback: 272 pages
• Publisher: McGraw-Hill; 1 edition (December 28, 2010)
• Language: English
• ISBN-10: 0071743863
• ISBN-13: 978-0071743860
• Product Dimensions: 6 x 0.6 x 9 inches
• Shipping Weight: 12.8 ounces (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (42 customer reviews)
• Amazon Best Sellers Rank: #95,446 in Books (See Top 100 in Books)
  • #55 in Books > Business & Investing > Marketing & Sales > Marketing > Research
  • #64 in Books > Business & Investing > Marketing & Sales > Marketing > Direct
  • #88 in Books > Business & Investing > Industries & Professions > Retailing

More About the Author

Lorrie Thomas Ross is a nationally-recognized expert on web marketing. Known as The Marketing Therapist®, she is a sought-after motivational marketing speaker, web marketing expert, and educator, author of "The McGraw Hill 36-Hour Course to Online Marketing" and lynda.com online marketing video courses. Lorrie empowers and engages professionals who attend her speaking engagements with her wealth of sales and marketing expertise and delivery of critical web marketing tools/rules that teach attendees how to develop and execute healthy marketing efforts that best fit their unique goals. Lorrie speaks both nationally and internationally, sharing her marketing expertise by customizing each of her presentations to the business, niche, skill sets and professional concerns of her attendees and experience as a successful entrepreneur. She receives rave reviews as a marketing speaker for her ability to provide fresh, value-rich information in a fun and humorous tone that inspires audiences into action.

Lorrie is the CEO of Web Marketing Therapy®, a marketing agency and training company that diagnoses, prescribes and guides healthy marketing solutions. Her online marketing expertise empowers organizations to create scalable web solutions that brand, build and boost business. She has been a web marketing keynote speaker at events hosted by Missouri State University, BSG Clearing Solutions, George Mason University, United Fresh Produce Association, PMA, NACS, and many others. Some of the topics she can discuss include web marketing, the future of marketing, online advertising, marketing: redefined, search engine marketing, social media marketing, online PR and developing web marketing strategy. The captivating new media speaker is known for helping social media skeptics understand the value of, and engage in, web marketing. Lorrie's powerful presentations set a memorable tone for events.

This online marketing professional speaker has over a decade of experience in sales and web marketing and was on the founding team at ValueClick Media. As a web marketing trainer, Lorrie teaches custom workshops for corporations and teaches courses and workshops through UC Berkeley Extension.

She holds a Master's degree in Organizational Management from Antioch University. Her courses on lynda.com are top-viewed courses on the online learning company's website. She has been featured in the media as an Internet marketing expert by INC, Forbes, SUCCESS Magazine, the Associated Press, eCommerce Times, Entrepreneur, DM News and FOX News.

www.lorriethomas.com

www.webmarketingtherapy.com

Most Helpful Customer Reviews

63 of 72 people found the following review helpful

2.0 out of 5 stars A struggle to get through December 15, 2011

By Eric Wentworth

Format:Paperback|Amazon Verified Purchase

This book has been a struggle to read. It's not the material---the actual instruction is basic online marketing information that can be found online for free---it's the writing. For a book with the McGraw-Hill name attached to it, I expected better. I hate picking on authors; I know how much work it is to write a book. But in this case I wish a good editor had helped make the book more readable. As it is, the book is a great lesson in how NOT to write. It's full of cliches (e.g. There is no I in TEAM). Lots of exclamation points! And some downright confusing writing.

The book begins with three Online Marketing Rules. Rule #3 states "You have conquered all three rules by picking up this book. Don't let it go!" Huh? That's rule number three?

The author promises "36 action-packed hours that will lead you to web greatness." The rationalization for this is that the "Web phenomena Facebook started with only a few hours of very simple programming (honestly), and now has a valuation in the billions of dollars." Huh? Maybe I missed the point, but I seriously doubt Facebook is the result of "only a few hours of very simple programming."

In describing Chapter 8 the author says "Search Engine Optimization delves into SEO." Isn't this like saying "Search engine optimization delves into search engine optimization?" The author then says "You will also learn how social media (Facebook, Twitter, Linkedin, etc) can boost SEO for total web domination." I'm not sure "total web domination" fits with the authors' other remarks in the book about online marketing being primarily about creating valuable relationships, but it seems out of place. I also don't think it's true.

In describing Chapter 11 the author says "Online Public Relations will show how PR can be done in your pajamas." Really? Perhaps if you are out of work or a single practitioner working from home. But is that really the focus of this chapter? There are dozens of examples like this throughout the book of writing that seems like it was done hastily, with little editing, and by someone who doesn't inspire confidence in their basic marketing credentials.

I wanted to like this book and include it in my own ongoing marketing education (or as the author says, "claim your newfound web wisdom (or shall we say "webdom"?). I do embrace the role of online marketing in an overall integrated marketing strategy. But as a 30-year marketing veteran, I can't say I learned enough to justify the price of the book.

As the author (condescendingly) says, "Everyone under 50, and a lot of people over 50 (who are growing younger while living longer), realizes that the web is the key to immediate information and wish fulfillment. The number of people who use the Internet is staggering!" These are the author's words, not mine. I realize that being over 50 makes me a doddering old relic, but hopefully I am one of the over 50 types who is "growing younger while living longer." The last time I looked in the mirror this wasn't happening, but maybe if I spend more time on the amazing Internet?

Note from doddering old "over 50" person: I have news for you, I was using a computer in 1982---almost certainly when the author of this book was toddling around in diapers. I was one of the first people to use the freakin' Internet for crissakes.

Since the Internet "is the key to immediate information and wish fulfillment," my wish for a new Aston-Martin Vantage should be just be a mouse-click away. Damn! I just tried it and my 1999 Ford Explorer is still out in the driveway. So much for immediate wish fulfillment.

10 of 11 people found the following review helpful

5.0 out of 5 stars An online marketing book that both educates and inspires February 1, 2011

By Nancy Loderick VINE™ VOICE

Format:Paperback

In this comprehensive guide to online marketing, you'll learn everything you need to know in order to create and execute a powerful online marketing plan.

Lorrie covers all the components of online marketing:

* Website
* Content Marketing
* Blogging
* Social Media marketing
* Web Analytics
* Search Engine Optimization
* Online Advertising
* Email marketing
* Online public relations.

For each component, Lorrie shares best practices, real-life examples and resources. I've been doing online marketing for several years and I've learned some new things from this book. This is also the first time I've read a clear explanation of web analytics and search engine optimization.

Why this book is so powerful:

* the online marketing components are presented in a very clear and easy to understand format. There's no technical jargon; Lorrie writes for the business person, not the technology person.

* the emphasis on setting your strategy before jumping into the tactics. Setting up online accounts like Twitter is very easy; it's your strategy that will determine if you're successful.

* the tactical steps help you get started. For example, Lorrie reviews the pros and cons of self-hosting a blog.

* the material is reinforced by the questions at the end of every chapter. There's even an online test to further reinforce your knowledge!

* the hard copy book is great for reference. I'll definitely keep this book on my desk.

* the listing of additional online resources for each marketing component.

* the final chapter on putting it all together. This chapter includes a sample timeline for getting started, examples of goals and measures of success.

The book is titled, "MGraw-Hill 36-Hour Course: Online Marketing." I'm not sure of the significance of the 36 hour reference, is it supposed to take 36 hours to read this book? Or, take 36 hours to implement the plan suggested in the last chapter? In spite of this minor confusion, I really enjoyed this book.

This is a wonderful and valuable resource for anyone wanting to create an effective online marketing plan. The strategy and tactics detailed in this book are effective for large and small companies, as well as for individuals.

26 of 33 people found the following review helpful

5.0 out of 5 stars Online Marketing, Explained Completely and Compellingly February 25, 2011

By Bill Lampton, Ph.D.

Format:Paperback

Length: 8:23 Mins

I gave this book a 5-star rating, yet wished I could have awarded 10-star ranking. Lorrie Thomas--not a born techie, but an entrepreneur who developed her skills incrementally (as most of us have to do)--asserts at the outset that the "true meaning of marketing is maximizing relationships." Using the tools and strategies she recommends, you will be able to enrich your current professional relationships and cultivate new ones far more rapidly.

Once you have completed reading this book, you will go back to it constantly as a valuable resource for strengthening your online presence.

Have you started small with your Web marketing? Then follow Lorrie Thomas' advice: "Start small, then snowball."

You will be amazed at the depth of the author's research, and so pleased that she illustrates her information in clear and often witty language.

My prediction: You will decide that purchasing, reading, and applying this book was one of your wisest professional steps.

The Complete Communicator: Change Your Communication-change Your Life!