Marketing Resources
A Peek at the Book
Web Marketing All-in-One
What is Web Marketing?
What is Internet Marketing?
(please copy/paste links into another open website browser outside of Etudes)
Internet marketing is a computer-based version of traditional marketing objectives that involve a product/service, price, packaging, promotion, and place/distribution. It is also known as digital marketing, Web marketing, online marketing, search marketing, and e-marketing. According to Wikipedia, Internet marketing includes:
affiliate marketing
cloud marketing
display advertising
e-mail marketing
geo-targeting
interactive advertising
mobile advertising
pay-per-click and paid inclusion
search engine optimization
social media marketing
Web analytics
Web Marketing 101: Marketing a Commercial Website provides a list of practical ideas at the right:
http://www.wordsinarow.com/marketing.html
The ITBusinessEdge website in Webopedia has listings of resources by topics of interest to small business marketing at:
http://www.webopedia.com/quick_ref/small_business_marketing.asp
For example:
E-mail Marketing Strategies, Tools, and Advice with recommended article links listed
Social Media Tips, Tools and Strategies for Small Businesses with recommended reading links
Tips for Building a Community and Attracting Brand Advocates article links
Learn Small Business SEO Best Practices links
What You Need to Know about Mobile Customers links
Tips, Resources and Tools for Free Blog Marketing links
Website Internet Marketing video - YouTube 4 mins. (it's also a plug for their website services business):
//www.freemarketingtechniques.psl91.com
* * *
Your All-In-One WEB MARKETING text by Arnold/Lurie et al.
BOOK 1 (of 8) = WEB PRESENCE topics are covered during the first couple weeks in our course. Browse-read everything for an overview and zero in on the parts that are most interesting/applicable to where you're at now.
Ch 1. Internet Business Basics OVERVIEW (understanding the Internet marketing process, planning your Website strategy, developing your Website goals and budget, and knowing your limits). Make notes about your own website e-biz.
Ch 2. Making $$ Online (examples of different ways, monetizing traffic, assembling an Internet-based buying process that converts, doubling/tripling your new customer revenue, generating traffic, creating your own affiliate program, joint venturing for exponential sales growth, gathering your plan and materials in a nice 3-ring binder, and dressing business-like when you meet with people to talk about your business). Keep an ongoing list of ways to make money online and also how to do some 'freebie marketing' to support making money online.
Ch 3. Designing to Sell (branding your look, styling text, choosing colors for your Website, adding high-impact photos, laying out content, Website pre-flight checklist, checking for usability). If you are building a website. follow the checklist on pp. 69-70.
Ch 4. Creating/Connecting Multiple Websites (goes over traditional website, blog, specific mini-sites, content and question sites, membership Website, content management systems, creating/maintaining Website content). While this class is not about building Websites (see COIN 61-63), you can still learn about what goes into the e-biz process.
Ch 5. Creating Exceptional Copy That Sells (understanding the elements of effective Website copy, checklist for writing copy that sells on pp. 113-114, etc.). It always helps to be a good writer and also to know a good one you can outsource to!
Ch 6. Encouraging Communication (perfecting your contact form, adding tell-a-friend function, considering online chat and audio/video). While these may not apply, know about them as both a consumer as well as a Website marketer!
Ch 7. Getting Help with Your Web Presence (OK, we don't have tutors this quarter -- but there ARE people 'out there', including our Classmates, who might be able to help, advise, show/tell, etc. Recognize the skills you need help with, choose an Internet service provider carefully (what do they provide for your money?), and remember that one doesn't know everything -- even executives in high-level corporate jobs have cadres of advisors/experts to assist with the goals/focus!)
BOOK 2 (of 8) will deal with SEO (Search Engine Optimization) next -- read on your own now, Folks! You may also want to download a FREE copy of SEO Fast Start book by Dan Thies (100 pages, you don't have to fill in name/e-mail for newsletter unless you want to) at: http://www.seofaststart.com/
You can read Lynn Terry's review of itat:
http://www.clicknewz.com/2042/seo-fast-start-review/
Class, work ahead on assignments as rapidly as you wish -- enjoy!
(12/11)
Marketing & E-Biz Resources
FREE Books/Links related to Web Marketing:
Check out Wikipedia/Internet Marketing at: http://en.wikipedia.org/wiki/Internet_marketing
and Wikipedia Search Engine Marketing at: http://en.wikipedia.org/wiki/Electronic_business
Marketing Plan Template from Laudon & Traver's E-Commerce: Business, Technology, Society textbook:
http://wps.prenhall.com/bp_laudon_ecommerce_3/53/13798/3532402.cw/-/3545484/index.html
Basic Guide to E-Commerce (Doing Business over the Internet/Web) by Carter McNamara at:
//managementhelp.org/infomgnt/e_cmmrce/e_cmmrce.htm
There are FREE downloadable books through the Community College Consortium for Open Educational Resources at:
//oerconsortium.org/discipline-specific/#Business
Specifically:
1. Electronic Commerce: The Strategic Perspective (2nd ed.) by Watson, Berthon, Pitt & Zinkhan (licensed under a Creative Commons Attribution 3.0 License)-- while it's 2008, it's wordy and long, theoretical and general!
2. eMarketing: The Essential Guide to Online Marketing -- check out comments at the URL below and download one chapter at a time to see what it's like:
//www.quirk.biz/emarketingtextbook/download
3. Principles of Entrepreneurship by Jeanne Holden, 2007 (not related to "our" Greg Holden)-- see URL below and check out individual chapters; available in French and Spanish translations as well
//www.america.gov/publications/books/principles-of-entrepreneurship.html
Some Web resources to start you off -- articles, tutorials, etc.
(copy/paste URLs into a separate open Web browser)
Check out the section on Entrepreneurs at About.com at: //entrepreneurs.about.com/ (see Browse Topics in the middle of the page at the left side)
About.com/Online Business/Hosting at:
//onlinebusiness.about.com/od/onlinebusiness101/Online_Business_101.htm //www.ecommerce-guide.com
* Cheat Sheet for Starting an Online Business (Holden) webpage at: //www.dummies.com/how-to/content/starting-an-online-business-for-dummies-cheat-shee.html
* Cheat Sheet for Web Marketing (Zimmerman, 2nd ed) at:
http://www.dummies.com/how-to/content/web-marketing-for-dummies-cheat-sheet.html
* Other cheat sheets for Google AdWords, E-Mail Marketing, Social Media Marketing, and All-in-One Online Business at the same website above as the Web Marketing one!
E-Commerce Guide: //www.ecommerce-guide.com
E-Commerce Times at: //www.ecommercetimes.com
E-Marketer: //www.emarketer.com (objective analysis of e-marketing trends)
Entrepreneur magazine: //www.entrepreneur.com, Online Business link at left
Fast Company magazine: http://www.fastcompany.com/
Forbes: //www.forbes.com/ebusiness/
Marketing Sherpa: //www.marketingsherpa.com/ (headlines, articles, free reports)
TopTechNews: //www.toptechnews.com/section.xhtml?category=68
Web Marketing Today from Wilson Web: http://www.wilsonweb.com/
WebProNews: //www.webpronews.com/ (breaking e-business and search news)
One of the better HTML tutorial websites is W3Schools: //www.w3schools.com/ (at upper left)
Reference from COIN 56 (optional, if using the Zimmerman book): Starting an Online Business All-in-One Desk Reference for Dummies by Shannon Belew and Joel Elad, publisher = For Dummies, 2009. Eleven handy minibooks bound together cover online biz basics, legal & accounting issues, Web site design, online & operating functions, Internet security, boosting sales, retail to e-tail, storefront selling, fund-raising sites, niche marketing, etc. ISBN number = #978-0470431962. Not required, especially if you're using the All-in-One book this quarter for Web Marketing!
See also the Useful Links section of Modules/Resources and References
(12/11)
Live Meetings
These are live meetings/classes in the South Bay Area
Jan 2012: 5th Annual Foothill Business Plan Competition
If you excel in collaborative situations, have a unique business idea and want to
get hands-on experience as a rainmaker in the Silicon Valley business community,
you're invited to compete in the Foothill College Business Plan Competition, which
is sponsored by the college's Entrepreneur Center and the student Business,
Economics & Accounting Club (BEAC). Foothill students who create the top business
plans will pitch their ideas to a panel of Silicon Valley business experts when the
contest concludes during Spring Quarter 2012.
Learn more about the competition, including requirements, deadlines and rewards by
accessing the BEAC website or by attending a free BEAC meeting *Wednesdays, now
through April 18, at noon* in Room 3015. For more information, call Foothill College
Acting Business & Social Sciences Division Dean *Glenn Violett, M.B.A.*, at *(650)
949-7720*
* * *
FHDA Community Education classes (pay as you attend): (408) 864-8817
http://fhda.augusoft.net/ -OR- shortcourses@fhda.edu
http://fhda.augusoft.net/index.cfm?fuseaction=1003
For Winter 2012:
Blogging for Profit (156), Sat 2/11/12, 9AM-4:30PM, DeAnza Rm G-7,
Instructor Christensen, $89
Successfully Planning & Starting the 1-Person Business (238), Sat 2/11/12,
DeAnza L-Quad, Rm L-34, Instructor Burton, $99 + $10 materials fee
How to Start a Small Business (019), Sat 2/25/12, 9AM-4PM, DeAnza E&S Quad, Rm S-41,
Instructor Kelley, $89 + $15 materials fee
Internet Marketing for Local Business (248), Monday 2/27/12, Foothill College Rm 3015,
Instructor Cohen, $59 + $30 materials fee
Facebook & Social Media Marketing (249), Thursday, 3/1/12, Foothill College Rm 3307,
Instructor Cohen, $59 + $30 materials fee
How to Market/Promote Your Business (020), Saturday 3/24/12, DeAnza L-Quad Rm L-72,
Instructor Kelley, $59 + materials fee $10
The Basics of Selling on EBay (023), Saturday 3/24/12, DeAnza G Building Rm G-5,
Instructor Nelson, $89 + $10 materials fee
* * *
Check out Silicon Valley SCORE: //www.svscore.org/ws.htm
Direct Marketing Association of Northern California: //http://www.dmanc.org/
Online classes through Ed2Go online community education courses through Foothill/DeAnza (check schedules):
-- Others you know of? PM to Mimi!
(updated 1/9/12)
Direct Marketing Association of NCalifornia
1/5/12: From Beasley Direct Marketing, NOTICE of BREAKFAST MEETING:
Please join us on Thurs. Jan 12 for the Bus Mktg Assn of NCalif E-Marketing Breakfast Roundtable:
Business Marketing Association - Northern California: http://norcalbma.org/
TOPIC: Social Signals in Search: Making the Sum Greater Than the Parts
Guest Speaker: JOHN THYFAULT, VP, Search Engine Marketing, Beasley Direct Marketing
Everyone has heard about the rise of social media and how the search
engines are incorporating social signals into their algorithms. But
too often, the teams responsible for search engine optimization and
the teams responsible for social media do not talk to each other,
working at cross purposes and leaving potential customers confused.
During his presentation, John Thyfault, VP, Search Engine & Social
Media Marketing at Beasley Direct Marketing, will discuss concrete
tactics to bring your search and social teams together for a stronger,
more coherent strategy that builds off the strengths of both.
Topics covered will include:
- Best practices to share language/keywords
- Using social media to create advanced keyword modeling
- Using search to drive topics for discussion when creating blogs,
tweeting, posting to Facebook and Linkedin
- Using search and social together to drive marketing decisions,
messaging and positioning for the range of your company's products
Sign up today and benefit from the successes and hard lessons learned
in the frontline trenches of today's online marketing campaigns.
To read more about this event:
http://cl.exct.net/?qs=b35cf3525c93613a0fb4327184fb84fe030791f5d5033330ca28db8cb4240a72
To register for this event:
http://cl.exct.net/?qs=83eea1d4bb81a75a08e223ae550a6a70f2c5775f7f67d6f46bac2cd3bf0ed034
Date/Time: Thursday Jan 12, 8:30am - 10:00am
Location: Bay Cafe at Palo Alto Golf Course. Palo Alto, CA 94303
http://cl.exct.net/?qs=5f58357e2948c0046c8efbf2476c5110f217e634f466a9672b692b0fb20f964d
COST*: BMA Members: $15/person* Non-Members: $30/person* * Includes breakfast
REGISTER:
http://cl.exct.net/?qs=5079dcab6d8a2ae8165d7d2354295468b9ed5d81f693db0e02e7017896489359
Advanced Registration Required. An additional $5 fee will be charged for day-of-event walk-ins.
(CASH or CHECK ONLY)
QUESTIONS: Contact Laurie Beasley at lbeasley@beasleydirect.com
Business Marketing Association. Northern California Chapter
http://cl.exct.net/?qs=6172b0b7219f2ea69fe5a5cc6ff77de2bccdaee89659c62de47f94b5711ea548
This email was sent by:Beasley Direct
15227 Perry Lane, Morgan Hill, CA, 95037, USA
* * * * * * * * * * * * *
11/11: From Beasley Direct Marketing (sent by Constant Contact, 11/11)
Get your copy of the ALL NEW
MultiChannel Marketing Guide.
http://pages.exacttarget.com/page.aspx?qs=2e4c31a3756cb940b22a7388e97e48582d7c3e1501c4050f19f61c1933944db2aa3a1e958291170ae211499f9e602c1aea7c62214ff13d5dc6b285d0891fdd96ff410579c9897fdcd6a4d27e19d0035153c7d058232291ae
-- Are you a multichannel marketer?
You email. You tweet. You use search. Like most of us, you're a multichannel marketer. But are you using all your channels as effectively as you should?
Find out in our new hands-on guide, "11 Tips to Optimize Your Multichannel Marketing Campaigns".
It's waiting for immediate access at
http://pages.exacttarget.com/page.aspx?qs=2e4c31a3756cb940b22a7388e97e48582d7c3e1501c4050f19f61c1933944db2aa3a1e958291170ae211499f9e602c1aea7c62214ff13d5dc6b285d0891fdd96ff410579c9897fdcd6a4d27e19d0035153c7d058232291ae
Tip #1: Break down the silos that separate different marketing
departments. For example, many companies have separate marketing
operations for different products or different media.
By coordinating efforts you can reduce costs and make a better
impression to the customer. We'll show you how -- as well as one
common silo-focused practice you should eliminate immediately.
You'll also learn about the best offers for multichannel, how to
project your brand consistently across your campaigns, how to
use personalization for both b-to-b and b-to-c campaigns and
much more... including a case history of a multichannel campaign
that generated 8% qualified sales opportunities!
(updated 1/4/12)
Useful Links
Useful Links in Web Marketing
(copy/paste URL into an open browser outside of Etudes, please!) 
Recent articles (from end of 2011) about Internet Marketing, from Wilson Web:
http://www.wilsonweb.com/resources/index.htm
Digital Shopper Marketing Industry Report from In-Store Marketing Institute, Catapult & Google
"Clicking Through the Path to Purchase: Best Practices 2011"
http://www.shoppermarketexpo.com/featured/google/
Google (most popular search engine)
Google Basic Search Help:
http://support.google.com/websearch/bin/answer.py?hl=en&answer=134479
Google Webmaster Tools (video)
http://www.youtube.com/watch?v=COcl6ax38IY
How Google Works:
http://searchenginewatch.com/article/2064539/How-Search-Engines-Rank-Web-Pages
Search Engines
Search Engines Comparison Chart
http://www.integratedresourcemgmt.com/searchenginenews.html
Search Engine Watch website:
http://searchenginewatch.com/
How Search Engines Work (video)
http://www.youtube.com/watch?v=mZ-TnT5yOow&feature=youtu.be
How Search Engines Work (from Search Engine Watch):
http://searchenginewatch.com/article/2065173/How-Search-Engines-Work
Page Ranking from Wikipedia:
http://en.wikipedia.org/wiki/PageRank
How Search Engines Rank Web Pages (from Search Engine Watch):
http://searchenginewatch.com/article/2064539/How-Search-Engines-Rank-Web-Pages
10 Common SEO Mistakes from Search Engine Watch, see #9:
http://searchenginewatch.com/article/2055258/The-10-Most-Common-SEO-Mistakes
Evolution of Search Engines: Danny Sullivan, "My Decade of Writing About Search Engines,"
http://searchenginewatch.com/article/2059108/My-Decade-Of-Writing-About-Search-Engines
Key Words for SEO
What is SEO? Wikipedia:
http://en.wikipedia.org/wiki/Search_engine_optimization
Why is SEO Important? See bottom of the page for tiny red lettrers listing various topics (bad Webpage design!)
http://www.cybermarkintl.com/why-optimization-important.php
SEO Tutorial from Words in a Row:
http://www.wordsinarow.com/seo.html
Book: Search Engine Optimization, An Hour a Day by Grappone & Couzin (Sybex/Wiley Publishers, look for latest edition)
Has a 3-month plan day-by-day on what you should do, good basics book
HUBSpot All-in-One Marketing Software (a vendor):
http://www.hubspot.com/
Keyword Concept, WordTracker:
http://www.wordtracker.com
Google AdWords (key words):
https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none
Submit to Yahoo: http://search.yahoo.com/info/submit.html
Add your URL to Google:
https://accounts.google.com/ServiceLogin?service=sitemaps&passive=1209600&continue=https://www.google.com/webmasters/tools/submit-url?continue%3Dhttp://www.google.com/addurl/?continue%253D/addurl&followup=https://www.google.com/webmasters/tools/submit-url?continue%3Dhttp://www.google.com/addurl/?continue%253D/addurl
How to Add Links (Link Popularity):
http://www.addme.com/popularity.htm
Open Directory Project:
http://www.dmoz.org/add.html
Key Words, Discovery:
http://www.keyworddiscovery.com/
Don't want to be in a search engine (Robotstxt):
http://www.robotstxt.org/faq/prevent.html
About the Robots:
http://www.robotstxt.org/meta.html
WordSpot keyword research site (articles, newsletters, resources):
http://wordspot.com/
Crazy Egg online utility shows what people are clicking on any page of your site:
http://www.crazyegg.com (charge for it)
Wayback Machine Internet Archives Digital Library shows you when a website was crawled
http://www.archive.org/)
Web Analytics
Google Analytics Watch 'in real life: Checkout' (video):
http://www.youtube.com/user/googleanalytics
Bruce Clay Web Analytics Website: http://www.bruceclay.com/web_analytics.htm
Intro, determine needs, ID goals, define metrics, collect data (cookies, page tags, Web files), record data, test improvement strategies, implement improvements, measure results; repeat cycle again.
Book: Google Analytics 2.0, 3rd Edition by Tyler & Redford
Beginner to advanced topics
Website Development
Web Design from Wikipedia:
http://en.wikipedia.org/wiki/Web_page_design
Global Structure of HTML (W3 Specs):
http://www.w3.org/TR/html401/struct/global.html#h-7.4.2
HTML5 from Wikipedia:
http://en.wikipedia.org/wiki/HTML5
E-Commerce Software Reviews, 2012, from TechMedia Network:
http://ecommerce-software-review.toptenreviews.com/ppc-index.html?cmpid=354774
Methods of Website linking from Wikipedia:
http://en.wikipedia.org/wiki/Methods_of_website_linking
Web Marketing Promotion
"37 Ways to Promote Your Website" from WilsonWeb:
http://www.wilsonweb.com/articles/checklist.htm
Interviews on Internet Marketing and E-Commerce, 2011 at WilsonWeb (videos):
http://www.wilsonweb.com/videos/index.htm
"How Web Advertising Works" by Marshall Brain/How Stuff Works:
http://computer.howstuffworks.com/web-advertising.htm/printable
How to advertise on Google:
http://www.google.com/ads/
Interviews & videos on Web Analytics, 2011 at WilsonWeb:
http://www.wilsonweb.com/analytics/index.htm
"Boosting AdSense Earnings with Google Analytics"
Video interview on WilsonWeb, 2009
http://www.wilsonweb.com/advertising/aaron-wall-boost-adsense.htm
Monetizing Websites
Monetizing Your Website by Webmaster Tutorials
http://www.sitetoolcenter.com/webmaster-resource/monetizing-your-website.php
14 Ways to Actually Make Money from a Website by Michael Dunlop
http://vandelaydesign.com/blog/make-money/101-ways-to-monetize-your-website-or-blog/
Top 23 Ways to Monetize Websites (by bamgambiki)
http://bangambiki.hubpages.com/hub/Top23WaysToMonetizeyourWebsite
101 Ways to Monetize Websites/Vandelay Design Blog (2007)
http://vandelaydesign.com/blog/make-money/101-ways-to-monetize-your-website-or-blog/
Social Media/Mobile
Interviews & videos on Social Media topics, 2011 at WilsonWeb:
http://www.wilsonweb.com/newmedia/index.htm
Book: The Social Media Marketing Book by Dan Zarella, 2009 (see his webpage on Amazon):
http://www.amazon.com/Dan-Zarrella/e/B002MNZGD4/ref=ntt_dp_epwbk_0
Set up a Google account: http://www.google.com
Log in and look at the other Google tools, including Google Docs, Webmaster tools, and Analytics (you'll have to create Google Webmaster and Google Analytic accounts if you want to use for your e-biz)
Google Blogger (Note: "https")
https://accounts.google.com/ServiceLogin?service=blogger&passive=1209600&continue=http://www.blogger.com/home&followup=http://www.blogger.com/home |