Table of Contents
Dr. Ralph F. Wilson's book, Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide (John Wiley & Sons, October 12, 2001 release date), is comprehensive in its scope. Many books tell you methods to get traffic to your site, but it's a rare one that helps you think through your company's comprehensive Internet marketing strategy. This one does. Several groups will find this compelling reading:
Take a look at the Table of Contents:
Introduction
Opportunity 1. Branch Office
Opportunity 2 World Market
Opportunity 3. Direct Sales
Opportunity 4. Networking
Opportunity 5. Segmented Market
Opportunity 6. Competitive Advantage
Smarts + Sweat + Swiftness = Opportunity
Purpose 1. Brand Development
Purpose 2 Prospect Generation
Purpose 3. Revenue Generation
1. Sales Transactions
2. Advertising Revenue
3. Affiliate and Referral Income
Purpose 4. Cost Savings
1. Staffing
2. Distribution of Sales Materials
3. Advertising Costs
4. Start-up Costs
Purpose 5. Customer Support
Traditional versus E-Businesses
Advertising Revenue
Referral Revenue-Affiliate Program
Sales Transaction Revenue
Multiple Sources of Revenue
Thriving in a Tiny Niche
Differentiating Niches from Blocks
The Elusive Holy Grail of the "Ideal" Product
Unfilled Niches
Poorly Filled Niches
Camcordia.com
Partly Filled Niches
Creating New Niches
Brick-and-Mortar versus Internet Niches
Finding and Filling Your Niche
Identify Your Interests, Abilities, and Strengths
Identify Your Passions
Identify Your Competitive Advantage
Decide How to Sustain Your Competitive Advantage
What Is a Unique Selling Proposition?
Examples of USPs
Amphibious Case Study
Examine the Competition
Where's the Gap?
What's the Name?
A USP to Fill the Gap
Strengths
Weaknesses
Opportunities
Threats
Trade journals
Investment Industry
Internet Analysis
Identify the Leaders
Scrutinize the Leaders
Highlight Strengths, Vulnerabilities, and Gaps
Preparing a Customer Profile
Learning about Your Site Visitors
1. Monitor E-Mail inquiries and Complaints
2. Provide Online Questionnaires
3. Send Out E-Mail Questionnaires
4. Use Cookies Strategically
5. Examine Order Files
6. Provide Site Personalization
7. Study Your Traffic Logs
8. Employ JavaScript on Your Site
Elements of a Customer Profile
Online Demographic Resources
Determining Customer Lifetime Value
How to Determine the Customer Lifetime Value
What It Tells You
Knowing Your Customers
Segmenting Golf Shoppers
Segmenting Newsletter Subscribers
Segmenting Types of Site Visitors
Product Segmentation
Logo
Statement
Distinctives
A Memorable Name
Distinctive Packaging
A Distinct Voice
A Clear Focus
Recommended Reading. Differentiate or Die
Step 1. Develop a Clear, Simple Statement Describing Your Business
Step 2 List All the Words That Relate to Your Business Idea
Step 3. Brainstorm Business Name Word Combinations
Getting the Creative Process Going
Domain Names Are a Marketing Bargain
Good Names, Bad Names
Domain Names as Branding
Step 4. Check Domain Name Availability
Step 5. Check Trademark Availability
Step 6. Purchase Relevant Domain Name(s)
Step 7 Apply for a Trademark
Designing a Site That Builds Trust
A Personal Feel That Builds Trust
An Ordering Policy That Builds Trust
Associations That Build Trust
Prairie Home Companion
Positioning Your Business
You've Got to Take a Stand
Points of Difference
Various Product Factors
Packaging
The Product You Market Is Often the Web Site
Kinds of Internet Products or Companies
Price Tag Is Irrelevant
Your Product Strategy
Drop-Shipping Model
Local Distributor Model
Inventory Model
Fulfillment House
Crucial Differences between Retailing and E-Tailing
Fulfillment Costs
Customer Service Costs and Returned Goods
Customer Acquisition and Retention Costs
How Realistic Is an Online Store as an Add-on to a Retail Store?
Advantages of Click-and-Mortar Retailers
Advantages of Pure-Play E-Tailers
Advantages of Mom-and-Pop Click-and-Mortar Businesses
Decision: Distribution Chain Strategies in the Internet Age
Decision: Selecting Shipping Services
The Five Mutable Laws of Web Marketing
1. The Law of the Dead-End Street
2. The Law of Giving and Selling
3. The Law of Trust
4. The Law of Pull and Push
5. The Law of the Niche
The Eight Essential Types of Internet Promotion
1 . Search Engines
2. Linking Strategies
3. Viral Strategies
4. Public Relations
5. Traditional Media
6. E-Mail Publishing
7. Networking
8. Paid Advertising
Developing an Effective Internet Promotional Mix
What Your Web Site Tells Your Visitors
What's Next?
Mud on the Wall
Outsourcing Web Site Promotion
Pricing Objectives
Customer Demand
Estimating Revenue
Pricing Approaches
Regulations on Pricing
The Take-Away Lesson
Decision: Web Examples of Deliberate Pricing Strategies
Commodity Pricing
Penetration Price Strategy
Maximum Profit Price Strategy
Review.- Make Your Price Sell!
How Much to Budget for Marketing
Determining an Online Widget Marketing Budget
Web Site Conversion Rate
Advertising Response Rate
Calculating the Number of Impressions Needed
Calculating the Cost to Sell 1,400 Widgets
Ways to Decrease Advertising Cost per Unit
What to Include in Your Budget
Three Sample Internet Marketing Budgets
Implementation Plan
Separate or Integrated Marketing Plans?
Differences between a Business Plan and Marketing Plan
Focus on the Reader
Writing and Style
Overview of the Marketing Plan
Table of Contents
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