Autore	Veloso Maria
Pubbl/distr/stampa	New York, : AMACOM, c2005
Descrizione fisica	xxii, 217 p. : ill
Disciplina	658.8/72
Soggetto topico	Electronic commerce Internet advertising Internet marketing Web sites - Design
ISBN	0-8144-2810-X
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Record Nr.	UNINA-9910783279203321

Autore	Veloso Maria
Edizione	[1st ed.]
Pubbl/distr/stampa	New York, : AMACOM, c2005
Descrizione fisica	xxii, 217 p. : ill
Disciplina	658.8/72
Soggetto topico	Electronic commerce Internet advertising Internet marketing Web sites - Design
ISBN	0-8144-2810-X
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Intro -- Contents -- Foreword -- Acknowledgment -- Introduction -- 1 Getting Started: The Dynamics of Web Selling -- 2 A Simple Blueprint for Writing Killer Web Copy -- 3 From Prospects to Purchasers: The Psychological Motivators -- 4 Crafting Your Copy -- 5 E-Mail Marketing: The Internet's Killer Application -- 6 Online Marketing Communications: It's What You Do After People Visit Your Website That Counts -- 7 Last but Not Least: Tying It All Together -- Index.
Record Nr.	UNINA-9910810534603321

Autore	Franklin Adam
Pubbl/distr/stampa	Milton, Connecticut : , : Wiley, , 2014
Descrizione fisica	1 online resource (266 p.)
Disciplina	658.872
Soggetto topico	Internet marketing Electronic commerce Internet advertising Online social networks - Economic aspects Success in business
Soggetto genere / forma	Electronic books.
ISBN	0-7303-0929-0
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Web Marketing that Works; Contents; Foreword; About the authors; Acknowledgements and thanks; Bonus 33 free templates; Part I How it all works; Chapter 1 Your web universe: content, web and inbound marketing; Building a web marketing asset; One block at a time; Your web universe from 20 000 feet; Elements of the web universe; Trust; Your website; Search; Backlinks; Social media and content marketing; Blog; Part II Strategy; Chapter 2 Web strategy: defining your buyer personas; Setting your strategy; So who are you talking to?; What are you going to say?; Where are you going to say it? Building your buyer personasWho; What; Why; Where; How; When; Scorecard; Chapter 3 Flagship content: the cornerstone of your web marketing; Finding our flagship content: the birth of the template; Content so valuable people would pay for it; Conduct a content audit; Why would I give away my intellectual property (IP)?; Can I give away too much?; Creating more: premium content; Chapter 4 Content marketing: know, like and trust; Relationships take time; What do you have to offer?; No-risk offers; Low-risk offers; Comparison; Commercial offers; The art of repurposing; A final note on etiquette Part III Building home baseChapter 5 Web marketing metrics and reporting ROI; The purpose of metrics; Web Marketing Health Check; Google Analytics; Chapter 6 Building your own website; Setting up our own website; Five pitfalls of website projects; Pain #1: Lack of planning; Pain #2: The content bottleneck; Pain #3: Design disasters; Pain #4: The build goes over time and over budget; Pain #5: Failure to communicate; Chapter 7 Landing pages: design, psychology and leads; Nurturing your leads; What is a landing page?; Two approaches to growing your community; Anatomy of a successful landing page Landing page basicsMore social proof; Get traffic direct to your landing page; How to optimise for search; Buttons; Part IV Content creation; Chapter 8 Email marketing: the ultimate tool for web marketers; Everyone uses email; Why email over social media?; But who wants more email?; We always open emails from friends; First lesson learned; Content people gravitate towards; Email type 1: regular email newsletters; Marketing experiment 1: monthly vs weekly emails; Marketing experiment 2: text-only vs HTML emails; Marketing experiment 3: Sending a follow-up email Marketing experiment 4: content that gets clickedEmail type 2: lead-nurturing autoresponder emails; Email type 3: text only (your secret sales weapon); The personal touch; One call-to-action, one sender; Pruning your list; More email marketing experiments; 'From Name' experiments; 'Subject line' experiments; Email body-copy experiment: long copy vs short copy; Chapter 9 From blogging to content marketing: attracting leads, not just readers; Why were we missing the mark?; You need readers; What? 100 tweets?; Social proof; Guest blogging; Getting your first 1000 subscribers Guest blogging increases your visibility
Record Nr.	UNINA-9910463735203321

Autore	Scott David Meerman
Pubbl/distr/stampa	Hoboken, N.J., : John Wiley & Sons, c2009
Descrizione fisica	1 online resource (224 p.)
Disciplina	650.1
Soggetto topico	Creative ability in business Interest (Psychology) Internet advertising Internet marketing Viral marketing Word-of-mouth advertising
Soggetto genere / forma	Electronic books.
ISBN	0-470-45942-5 1-282-03078-7 9786612030789 1-118-25828-2 0-470-43045-1
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	World Wide Rave: Creating triggers that get millions of people to spread your ideas and share your stories; Copyright; Contents; You (and I) Are Incredibly Lucky; A World Wide Rave; Rules of the Rave; Telling stories; When 7=350,000,000; Tapping the enthusiasm of millions of fans; Advice for generating a World Wide Rave; The World Wide Rave empowers you; You must ignore the old rules of advertising and PR; We are the world; A dream come true; Fear not: You, too, can create a World Wide Rave; Girls Fight Back!; Get out your mobile phones!; Advice for generating a World Wide Rave Nobody Cares about Your Products (Except You)Understand buyer personas to trigger a World Wide Rave; I love a good audit; Stupid cancer: I'm Too Young for This!; Advice for generating a World Wide Rave; Forget about your products; Are you a talent fanatic?; Advice for generating a World Wide Rave; How big is your ""world""?; Fear not!; A resume? or an e-book?; Advice for generating a World Wide Rave; What about business-to-business e-books?; How to make your e-book a World Wide Rave; Sex, shaving, and your oral health; E-book your way to fame and fortune You can't do that with the Yellow PagesAdvice for generating a World Wide Rave; When not to have sex (in your e-book); A local World Wide Rave; People want to do business with people; No Coercion Required; Unscrupulous marketing techniques; Careful: Dodgy ""viral marketing"" sucks; Ad agencies beware: Your viral campaign may be against the law; Advice for generating a World Wide Rave; Viral marketing is rarely a World Wide Rave; Lose Control; No strings required; A top-ten unsigned band on myspace; Advice for generating a World Wide Rave; The Grateful Dead? or Led Zeppelin? A World Wide Rave is not about sales leadsReturn on investment is just an excuse; But we can't do that!; Advice for generating a World Wide Rave; Sold out, so what!; Online video and the World Wide Rave; Let's be honest; Block social media sites at your own peril; Do you trust your employees?; We're talking about people, not technology; IBM's social computing guidelines; New York Islanders win big; Do you work for a company that blocks access?; Put Down Roots; When friends trigger a World Wide Rave; Anyone can trigger a World Wide Rave; Thousands of fans; one random youth soccer team Advice for generating a World Wide RaveFacebook applications: Where's your widget?; How many cities have you visited?; Advice for generating a World Wide Rave; Are you on Twitter yet?; Social networking and a World Wide Rave; World Wide Rant: When buzz turns negative; US Airways: Coffee, tea, or a credit card application?; Participating in social media; Preventing a World Wide Rant; How to monitor and participate in social media; Create Triggers that Encourage People to Share; Nothing is guaranteed to be a World Wide Rave; Think like a venture capitalist The Venture Capital \| World Wide Rave Bell Curve
Record Nr.	UNINA-9910145954203321

Autore	Jarboe Greg <1949->
Edizione	[2nd ed.]
Pubbl/distr/stampa	Indianapolis, IN, : Wiley Pub., c2012
Descrizione fisica	1 online resource (506 p.)
Disciplina	658.8/72
Collana	Serious skills
Soggetto topico	Internet marketing Internet advertising Internet videos Webcasting
Soggetto genere / forma	Electronic books.
ISBN	1-118-20381-X 1-283-29888-0 9786613298881 1-118-20379-8
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	YouTube and Video Marketing; Acknowledgments; About the Author; Foreword; Introduction; YouTube Has Grown Dramatically; Who Should Read This Book; What Is Covered in This Book; How to Contact the Author; Chapter 1: A Short History of YouTube; Life before YouTube; 2005-2006: Early Days; 2007-2008: Middle Years; 2009-2010: Coming of Age; Chapter 2: Map Out Your Video Marketing Strategy; Four P's vs. Five W's and an H; Who Discovers and Shares New Videos?; What Types of Video Content Do They Watch?; Where and When Do They Discover New Videos?; When and Where Do They Share New Videos? Why Don't More New Videos Go Viral? How Do YouTube and Video Marketing Work?; Chapter 3: Month 1: Make Videos Worth Watching; Happy Tree #3,079; Week 1: Get Ready to Shoot; Week 2: Learn Video Production Basics; Week 3: Get Advanced Video Production Tips; Week 4: Evaluate Video Advertising Options; Chapter 4: Month 2: Create Content Worth Sharing; Learn the Lesson of "The Last Lecture"; Week 1: Watch YouTube Award Winners; Week 2: Explore Popular YouTube Videos; Week 3: Examine Contagious Viral Ads; Week 4: Observe Top Viral Videos; Chapter 5: Month 3: Customize Your YouTube Channel Center vs. Circumference Week 1: Set Up a YouTube Channel; Week 2: Become a YouTube Partner; Week 3: Create a YouTube Brand Channel; Week 4: Stream Live Content on YouTube; Chapter 6: Month 4: Explore YouTube Alternatives; The Northwest Passage; Week 1: Explore Other Video Sites; Week 2: Survey Video Hosting Services; Week 3: Look at Online Video Platforms; Week 4: Investigate Video Ad Networks; Chapter 7: Month 5: Optimize Video for YouTube; What Is Video Optimization?; Week 1: Research Keywords; Week 2: Optimize Video Watch Pages; Week 3: Optimize Your Brand Channel Week 4: Optimize Video for the Web Chapter 8: Month 6: Engage the YouTube Community; Paul Revere's Ride; Week 1: Become a Member of the YouTube Community; Week 2: Learn the Secrets of YouTube Success; Week 3: Build Buzz Beyond YouTube; Week 4: Watch Online Video Case Studies; Chapter 9: Month 7: Trust but Verify YouTube Insight; The Map Room; Week 1: Trust YouTube Insight; Week 2: Verify with TubeMogul; Week 3: Verify with Google Analytics; Week 4: Master Web Analytics 2.0; Chapter 10: Study YouTube Success Stories; The Story behind the Story Deliver 700 Percent Increase in Sales: Will It Blend?Win the Presidency of the United States: Barack Obama; Increase Sales of DVDs 23,000 Percent: Monty Python; Generate 2.1 million in Sales: PiperSport Launch; Chapter 11: A Quick Look at the Future; "It's Never the Same! It's Always Bizarre!; Look at What Has Changed in the Past Year; Stay on Top of the Latest Trends; Play by the New Rules of YouTube Marketing; "Hit 'em Where They Ain't"; Index
Record Nr.	UNINA-9910457807303321