Basics Marketing 02: Online Marketing (Paperback)

Introduction. The digital media revolution: What is the digital revolution?; How has the digital revolution changed media?; How has the digital revolution affected consumers?; Case study: Telecom New Zealand adopt a multimedia approach; Questions and exercises. Search marketing: Is search really considered marketing? From marketing push to consumer pull; Case study: Google versus Bing; Questions and exercises. E-commerce and e-branding: The internet as storefront; Online as a branding opportunity; Building great brand websites; Measuring return on investment (ROI); Case study: eBay develop e-commerce communities; Questions and exercises. Advertising on the web: Display advertising; Advertising creativity beyond display ads; E-mail marketing; New approaches to creative media; When is offline the best way to advertise online?; Case study: Burger King become online innovators; Questions and exercises. The social web: The fifth estate?; Social networks; Second life and MMORPGs; Case study: Barack Obama's election campaign; Questions and exercises. Online applications and mobile marketing: Cloud computing and widgets; Mobile phone marketing; Case study: ESPN's online and mobile programming; Questions and exercises. Measurement and analytics: A wealth of riches or information overload?; Making analytics actionable; Problems with online measurement; Case study: DOve and the communications optimisation process; Questions and exercises. Ethical approaches: Privacy; Online marketing to children; Case study: Geppetto and responsible marketing to children; Questions and exercises. Final thoughts. Acknowledgements. Index. Picture credits. Working with ethics.