World Wide Web marketing: integrating the web into your marketing strategy
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
Wiley
2001
|
| Ausgabe: | 3. ed. |
| Schriftenreihe: | Wiley computer publishing
|
| Schlagworte: | |
| Online-Zugang: | Publisher description Table of Contents Inhaltsverzeichnis |
| Beschreibung: | XXII, 410 S. Ill. |
| ISBN: | 0471416215 |
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Datensatz im Suchindex
| _version_ | 1804138167966629888 |
|---|---|
| adam_text | Acknowledgments xv
About the Author xvii
Introduction xix
CHAPTER 1 Using the World Wide Web for Marketing-What Are
You Trying to Accomplish? 1
The Leading-Edge Image 3
Prospect Qualification 4
Product Sales 4
Customer Service 5
Customer Interaction and Feedback 5
Internal Communications 6
Web Site Traffic as Its Own Reward 6
What Do Customers Want? 6
Who Comes to Your Site? 7
Figuring Out What Customers Want 11
How Innovative Can You Be? 12
What Your Budget Allows 12
What Your Management Wants 13
CHAPTER 2 Customer Service First 15
Customers Are Where the Money Is 15
Your Best Marketing Is Great Customer Service 16
Using E-Mail for Customer Service 16
Basic Training 16
Let s Be Careful Out There 17
Protect Yourself 18
Doing It Right 19
Using the World Wide Web for Customer Service 20
The Frequently Asked Questions Solution 20
The Special Question Opportunity 22
The Right Customer Service Information 23
Being Held Up to Ridicule 26
Web Ridicule as a Business 26
I viii j E£2^^Q^u^BiHiHH!IHHHRMBHHIHMMHHHRNHMHIMHHHHHRHHNMHH(
Live and in Person 27
The Life-Time Value of a Customer 32
Measuring LTV 33
The Real Bottom Line 34
CHAPTER 3 The Usable Web-Be Kind to Your Users 35
Your Web Site Is Not a Brochure 35
Trash the Splash 36
Trash the Flash Splash 37
Starting in the Middle 40
Large Graphics 43
Multimedia Must Add Value 44
Navigation in All Things 45
The Basics of Navigation 47
Nonstandards 60
Search as Navigation Tools 61
Don t Lose Them to Another Site 68
Controlling the Action 68
The Home Page 69
Learning from the Past 69
Stepping into the Future 78
Watch Your Language 80
Just Make It as Easy as Possible 81
Multiple Screen Sizes 82
Think Like a Customer 83
CHAPTER 4 Interactivity Goes with the Flow 85
The Flow Construct 86
The Web as Time Sink 87
Putting Flow to Work 88
Interaction Holds Your Attention 88
Lend Them a Hand 91
Help Me Choose 92
Don t Drop the Ball 95
Don t Underestimate Your Clients 97
Configure It Out 99
Dell Lets You Decide 99
Cobbler s Clients 102
Paper or Plastic? 103
Lotion or Cream? 103
Make Them Draw You a Picture 104
Calculators for Hire 105
wmmmmmmmmmmmmmmmasma m
CHAPTER 5 Selling Services 107
Do You Sell Services? Ill
Are Services Really So Different? 112
Branding a Service 113
Full Disclosure 114
The Qualification Process 117
Self Identification 117
More Complex Services 117
Customer Interaction Leads to Customer Satisfaction 124
CHAPTER 6 Feedback 125
The Demassification of the Market 126
The Survey Finds a New Form 126
Poll Position 128
Keeping It Simple 130
How Are We Doing? 131
What Could We Be Doing Better? 133
A Survey That Hits Close to Home 134
Rethinking the Survey Process 136
The Conversational Survey 136
The Intermittent Survey 138
The Personal Survey 138
Ask the Right Questions 139
Ask the Right Kinds of Questions 140
Convincing Customers to Cooperate 141
Finding Out Who They Are 143
Trading Knowledge for Information and Money 144
Make Them a Coconspirator 145
Closing the Feedback Loop 145
Respond Quickly 149
Go the Extra Mile 149
Get Them to Talk to Each Other 150
If You Build It, They Will Bond 151
If You Don t Build It, They Will 152
Building Community 155
Make Customers a Part of Your Team 155
CHAPTER 7 Value-Added Marketing-Its Personal 157
Make Your Site Fun 158
Make Your Site Interesting 162
Make Your Site Useful 163
Reveal Your Best Knowledge 164
Make Their Life Easier 164
Finding Your Firm s Added Value 166
The Web Is a Personal Place 167
A Fine and Private Place 167
A Place of Personal Interest 168
Make Your Web Site Interactive 169
A Calculated Move 169
Offline as Well as On 173
Clicks and Bricks 173
CHAPTER 8 Personalization—Getting to Know You 175
Identification through Segmentation 176
Tech Specs 177
Demographics 177
Psychographics 177
Recognition—Web Sites That Greet You by Name 178
Asking Them What They Like 181
Customization—Giving Them What They d Like 182
Localization 185
International Trade Law 189
International Culture 190
Personalization—Divining What They Like 192
Explicit Data 193
Implicit Data 193
Familiarity Breeds Contempt 194
A Little Knowledge Is a Dangerous Thing 194
Pigeonholing Too Tightly 197
A Fine Balance 197
Drastic Times Call for Drastic Tools 197
Collaborative Filtering 198
Serving Dynamic Content 199
Building Business Rules 200
Hand-Crafted Business Rules 200
What Are These People Like, Really? 201
Machine-Derived Rules 204
The Right to Privacy 206
We Like Our Privacy 206
Expectations 209
Just Like Real Life 210
Privacy Solutions 211
Trust for Sale 217
Getting It Right 220
CHAPTER 9 Professional Personalization-Extranets and Customer
Relationship Management 225
Extranet—Your Own Store 225
The National Semiconductor Purchasing Portal 227
The Dell Extranet 228
Getting Really Personal—Customer Relationship
Management 232
Touchpoints 234
The CRM Promise 235
The CRM Problem 235
Countless Tools 236
The Process—What Does It Take? 236
Getting Really Personal—Putting People Back
into the Mix 238
Skin-Deep Beauty 238
Personal Personalization 241
CDW Pushes the Right Buttons 242
Good Help Is Hard to Automate 246
Personalizing What Matters 248
CHAPTER 10 Partner Relationship Management 249
Direct Sales Becomes Possible 250
Give Them the Information 251
Give Them the Marketing Materials 252
Give Them the Leads 252
Territory 253
Product Line 253
Sale Size 253
Round Robin 253
Percent of Offline Sales 253
Give Them the Tools 254
Give Them the Sale 255
Polaroid Gets the Picture 255
HP Goes the Extra Mile 259
Ace Hardware Aces It 262
Get the Customer Intelligence in Return 263
Replace Inventory with Information 264
Replace Random Leads with Solid Prospects 265
PRM Best Practices 265
CHAPTER 11 Attracting Attention 267
Wait Until You re Ready 269
Public Relations 270
Letting Them Know 270
Filling Them In 272
Keeping Them Interested 273
Announcing in Newsgroups 273
Stay on Topic 273
The Penalty for Misbehavior 274
Newsgroup Participation and Signatures 275
Announcing on Lists 277
Search Engines 277
It Wouldn t Be a Web without Spiders 278
Creating Spider Food 278
Where Do They Search? 283
Make Them Show You the Money 283
Links from Others Sites 284
Beg a Link 284
Borrow a Link 284
Hired Help 285
Do It Yourself 286
Buy a Link—Banner Ads 287
Nobody Clicks on Banner Ads Anymore 287
The Four Basic Business Models 288
The Tariff 294
Targeting 294
Random Creative Tips 296
Beyond the Banner 298
Interstitials 298
Shape Shifters 299
Pay Per View 299
Preemptive Advertising 301
Brought to You By ... 302
E-Mail Marketing 307
Permission Marketing: Opt-out versus Opt-in 307
Quick Tips on E-Mail Masterpiece Making 309
E-Newsletters 310
Viral Marketing 312
Offline Marketing 313
Cat Scan 314
Mall to Mall Competition 316
Exchange, Vortex, E-Marketplace, Group Buying,
e-Procurement, Trading Hub, Reverse Auction 316
Integrated Marketing 317
CHAPTER 12 Measure for Measure 319
Getting Them There in the First Place 321
Reach 321
Acquisition Cost 322
Web Site Performance—The Need for Speed 324
Clarity Counts 326
Navigation Fascination 327
Measuring Specific Page Views 328
From Clickstream to Life Cycle 330
Log Analysis Is Only the Beginning 332
Abandonment 333
Attrition 337
Conversion 338
The Softer Side of Assessment 341
Measuring Searches 341
Measuring Editorial Exposure 342
Customer Satisfaction 343
Reputation Management 344
The Bottom Line 349
Lifetime Value 354
Competitive Benchmarking 354
Action Adventure 356
CHAPTER 13 Managing Your Site and Your Sanity 361
Format Ownership 366
Content Ownership 370
Technology Ownership 370
Process Ownership 371
Don t Bite Off More than You Can Chew 376
Best Practices 376
Vision Ownership 376
Ownership Ownership 379
Customer Experience Ownership 380
CHAPTER 14 Looking toward the Future 383
Predictions 384
Wile-Eyed Scenarios 384
The Interior Designer 389
Android Customer Support 391
Are We There Yet? 391
Every Computer Will Talk to Every Computer 391
Everything Will Talk to Everything 392
Everybody Will Talk to You via E-Mail 392
Broadband Broadly Implemented 394
Everything Is Wireless 395
Everybody Will Partner with Everybody 396
Feel the Difference, Smell the Coffee 396
Body Scan 398
Automated Comparison Shopping 399
Thought Control—With the Shoe on the Other Foot 400
Make Your Mistakes Today 401
Index 403
|
| adam_txt |
Acknowledgments xv
About the Author xvii
Introduction xix
CHAPTER 1 Using the World Wide Web for Marketing-What Are
You Trying to Accomplish? 1
The Leading-Edge Image 3
Prospect Qualification 4
Product Sales 4
Customer Service 5
Customer Interaction and Feedback 5
Internal Communications 6
Web Site Traffic as Its Own Reward 6
What Do Customers Want? 6
Who Comes to Your Site? 7
Figuring Out What Customers Want 11
How Innovative Can You Be? 12
What Your Budget Allows 12
What Your Management Wants 13
CHAPTER 2 Customer Service First 15
Customers Are Where the Money Is 15
Your Best Marketing Is Great Customer Service 16
Using E-Mail for Customer Service 16
Basic Training 16
Let's Be Careful Out There 17
Protect Yourself 18
Doing It Right 19
Using the World Wide Web for Customer Service 20
The Frequently Asked Questions Solution 20
The Special Question Opportunity 22
The Right Customer Service Information 23
Being Held Up to Ridicule 26
Web Ridicule as a Business 26
I viii j E£2^^Q^u^BiHiHH!IHHHRMBHHIHMMHHHRNHMHIMHHHHHRHHNMHH(
Live and in Person 27
The Life-Time Value of a Customer 32
Measuring LTV 33
The Real Bottom Line 34
CHAPTER 3 The Usable Web-Be Kind to Your Users 35
Your Web Site Is Not a Brochure 35
Trash the Splash 36
Trash the Flash Splash 37
Starting in the Middle 40
Large Graphics 43
Multimedia Must Add Value 44
Navigation in All Things 45
The Basics of Navigation 47
Nonstandards 60
Search as Navigation Tools 61
Don't Lose Them to Another Site 68
Controlling the Action 68
The Home Page 69
Learning from the Past 69
Stepping into the Future 78
Watch Your Language 80
Just Make It as Easy as Possible 81
Multiple Screen Sizes 82
Think Like a Customer 83
CHAPTER 4 Interactivity Goes with the Flow 85
The Flow Construct 86
The Web as Time Sink 87
Putting Flow to Work 88
Interaction Holds Your Attention 88
Lend Them a Hand 91
Help Me Choose 92
Don't Drop the Ball 95
Don't Underestimate Your Clients 97
Configure It Out 99
Dell Lets You Decide 99
Cobbler's Clients 102
Paper or Plastic? 103
Lotion or Cream? 103
Make Them Draw You a Picture 104
Calculators for Hire 105
wmmmmmmmmmmmmmmmasma m
CHAPTER 5 Selling Services 107
Do You Sell Services? Ill
Are Services Really So Different? 112
Branding a Service 113
Full Disclosure 114
The Qualification Process 117
Self Identification 117
More Complex Services 117
Customer Interaction Leads to Customer Satisfaction 124
CHAPTER 6 Feedback 125
The Demassification of the Market 126
The Survey Finds a New Form 126
Poll Position 128
Keeping It Simple 130
How Are We Doing? 131
What Could We Be Doing Better? 133
A Survey That Hits Close to Home 134
Rethinking the Survey Process 136
The Conversational Survey 136
The Intermittent Survey 138
The Personal Survey 138
Ask the Right Questions 139
Ask the Right Kinds of Questions 140
Convincing Customers to Cooperate 141
Finding Out Who They Are 143
Trading Knowledge for Information and Money 144
Make Them a Coconspirator 145
Closing the Feedback Loop 145
Respond Quickly 149
Go the Extra Mile 149
Get Them to Talk to Each Other 150
If You Build It, They Will Bond 151
If You Don't Build It, They Will 152
Building Community 155
Make Customers a Part of Your Team 155
CHAPTER 7 Value-Added Marketing-Its Personal 157
Make Your Site Fun 158
Make Your Site Interesting 162
Make Your Site Useful 163
Reveal Your Best Knowledge 164
Make Their Life Easier 164
Finding Your Firm's Added Value 166
The Web Is a Personal Place 167
A Fine and Private Place 167
A Place of Personal Interest 168
Make Your Web Site Interactive 169
A Calculated Move 169
Offline as Well as On 173
Clicks and Bricks 173
CHAPTER 8 Personalization—Getting to Know You 175
Identification through Segmentation 176
Tech Specs 177
Demographics 177
Psychographics 177
Recognition—Web Sites That Greet You by Name 178
Asking Them What They Like 181
Customization—Giving Them What They'd Like 182
Localization 185
International Trade Law 189
International Culture 190
Personalization—Divining What They Like 192
Explicit Data 193
Implicit Data 193
Familiarity Breeds Contempt 194
A Little Knowledge Is a Dangerous Thing 194
Pigeonholing Too Tightly 197
A Fine Balance 197
Drastic Times Call for Drastic Tools 197
Collaborative Filtering 198
Serving Dynamic Content 199
Building Business Rules 200
Hand-Crafted Business Rules 200
What Are These People Like, Really? 201
Machine-Derived Rules 204
The Right to Privacy 206
We Like Our Privacy 206
Expectations 209
Just Like Real Life 210
Privacy Solutions 211
Trust for Sale 217
Getting It Right 220
CHAPTER 9 Professional Personalization-Extranets and Customer
Relationship Management 225
Extranet—Your Own Store 225
The National Semiconductor Purchasing Portal 227
The Dell Extranet 228
Getting Really Personal—Customer Relationship
Management 232
Touchpoints 234
The CRM Promise 235
The CRM Problem 235
Countless Tools 236
The Process—What Does It Take? 236
Getting Really Personal—Putting People Back
into the Mix 238
Skin-Deep Beauty 238
Personal Personalization 241
CDW Pushes the Right Buttons 242
Good Help Is Hard to Automate 246
Personalizing What Matters 248
CHAPTER 10 Partner Relationship Management 249
Direct Sales Becomes Possible 250
Give Them the Information 251
Give Them the Marketing Materials 252
Give Them the Leads 252
Territory 253
Product Line 253
Sale Size 253
Round Robin 253
Percent of Offline Sales 253
Give Them the Tools 254
Give Them the Sale 255
Polaroid Gets the Picture 255
HP Goes the Extra Mile 259
Ace Hardware Aces It 262
Get the Customer Intelligence in Return 263
Replace Inventory with Information 264
Replace Random Leads with Solid Prospects 265
PRM Best Practices 265
CHAPTER 11 Attracting Attention 267
Wait Until You're Ready 269
Public Relations 270
Letting Them Know 270
Filling Them In 272
Keeping Them Interested 273
Announcing in Newsgroups 273
Stay on Topic 273
The Penalty for Misbehavior 274
Newsgroup Participation and Signatures 275
Announcing on Lists 277
Search Engines 277
It Wouldn't Be a Web without Spiders 278
Creating Spider Food 278
Where Do They Search? 283
Make Them Show You the Money 283
Links from Others' Sites 284
Beg a Link 284
Borrow a Link 284
Hired Help 285
Do It Yourself 286
Buy a Link—Banner Ads 287
Nobody Clicks on Banner Ads Anymore 287
The Four Basic Business Models 288
The Tariff 294
Targeting 294
Random Creative Tips 296
Beyond the Banner 298
Interstitials 298
Shape Shifters 299
Pay Per View 299
Preemptive Advertising 301
Brought to You By . 302
E-Mail Marketing 307
Permission Marketing: Opt-out versus Opt-in 307
Quick Tips on E-Mail Masterpiece Making 309
E-Newsletters 310
Viral Marketing 312
Offline Marketing 313
Cat Scan 314
Mall to Mall Competition 316
Exchange, Vortex, E-Marketplace, Group Buying,
e-Procurement, Trading Hub, Reverse Auction 316
Integrated Marketing 317
CHAPTER 12 Measure for Measure 319
Getting Them There in the First Place 321
Reach 321
Acquisition Cost 322
Web Site Performance—The Need for Speed 324
Clarity Counts 326
Navigation Fascination 327
Measuring Specific Page Views 328
From Clickstream to Life Cycle 330
Log Analysis Is Only the Beginning 332
Abandonment 333
Attrition 337
Conversion 338
The Softer Side of Assessment 341
Measuring Searches 341
Measuring Editorial Exposure 342
Customer Satisfaction 343
Reputation Management 344
The Bottom Line 349
Lifetime Value 354
Competitive Benchmarking 354
Action Adventure 356
CHAPTER 13 Managing Your Site and Your Sanity 361
Format Ownership 366
Content Ownership 370
Technology Ownership 370
Process Ownership 371
Don't Bite Off More than You Can Chew 376
Best Practices 376
Vision Ownership 376
Ownership Ownership 379
Customer Experience Ownership 380
CHAPTER 14 Looking toward the Future 383
Predictions 384
Wile-Eyed Scenarios 384
The Interior Designer 389
Android Customer Support 391
Are We There Yet? 391
Every Computer Will Talk to Every Computer 391
Everything Will Talk to Everything 392
Everybody Will Talk to You via E-Mail 392
Broadband Broadly Implemented 394
Everything Is Wireless 395
Everybody Will Partner with Everybody 396
Feel the Difference, Smell the Coffee 396
Body Scan 398
Automated Comparison Shopping 399
Thought Control—With the Shoe on the Other Foot 400
Make Your Mistakes Today 401
Index 403 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Sterne, Jim 1955- |
| author_GND | (DE-588)128395478 |
| author_facet | Sterne, Jim 1955- |
| author_role | aut |
| author_sort | Sterne, Jim 1955- |
| author_variant | j s js |
| building | Verbundindex |
| bvnumber | BV023525170 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.1265.S742 2001 |
| callnumber-search | HF5415.1265.S742 2001 |
| callnumber-sort | HF 45415.1265 S742 42001 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 650 |
| ctrlnum | (OCoLC)248201814 (DE-599)BVBBV023525170 |
| dewey-full | 658.8/421 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/4 21 |
| dewey-search | 658.8/4 21 |
| dewey-sort | 3658.8 14 221 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
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| id | DE-604.BV023525170 |
| illustrated | Illustrated |
| index_date | 2024-07-02T22:33:48Z |
| indexdate | 2024-07-09T21:23:53Z |
| institution | BVB |
| isbn | 0471416215 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016845413 |
| oclc_num | 248201814 |
| open_access_boolean | |
| owner | DE-521 DE-634 |
| owner_facet | DE-521 DE-634 |
| physical | XXII, 410 S. Ill. |
| publishDate | 2001 |
| publishDateSearch | 2001 |
| publishDateSort | 2001 |
| publisher | Wiley |
| record_format | marc |
| series2 | Wiley computer publishing |
| spelling | Sterne, Jim 1955- Verfasser (DE-588)128395478 aut World Wide Web marketing integrating the web into your marketing strategy Jim Sterne 3. ed. New York [u.a.] Wiley 2001 XXII, 410 S. Ill. txt rdacontent n rdamedia nc rdacarrier Wiley computer publishing Internet marketing World Wide Web Internet World Wide Web (DE-588)4363898-3 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Mehrgleisiger Vertrieb (DE-588)4725388-5 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf World Wide Web (DE-588)4363898-3 s Marketing (DE-588)4037589-4 s DE-604 Marketingstrategie (DE-588)4120697-6 s Mehrgleisiger Vertrieb (DE-588)4725388-5 s Online-Marketing (DE-588)7706419-7 s 1\p DE-604 http://www.loc.gov/catdir/description/wiley037/2001033011.html Publisher description http://www.loc.gov/catdir/toc/onix07/2001033011.html Table of Contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016845413&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Sterne, Jim 1955- World Wide Web marketing integrating the web into your marketing strategy Internet marketing World Wide Web Internet World Wide Web (DE-588)4363898-3 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd Mehrgleisiger Vertrieb (DE-588)4725388-5 gnd Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)4363898-3 (DE-588)4120697-6 (DE-588)4037589-4 (DE-588)4725388-5 (DE-588)7706419-7 |
| title | World Wide Web marketing integrating the web into your marketing strategy |
| title_auth | World Wide Web marketing integrating the web into your marketing strategy |
| title_exact_search | World Wide Web marketing integrating the web into your marketing strategy |
| title_exact_search_txtP | World Wide Web marketing integrating the web into your marketing strategy |
| title_full | World Wide Web marketing integrating the web into your marketing strategy Jim Sterne |
| title_fullStr | World Wide Web marketing integrating the web into your marketing strategy Jim Sterne |
| title_full_unstemmed | World Wide Web marketing integrating the web into your marketing strategy Jim Sterne |
| title_short | World Wide Web marketing |
| title_sort | world wide web marketing integrating the web into your marketing strategy |
| title_sub | integrating the web into your marketing strategy |
| topic | Internet marketing World Wide Web Internet World Wide Web (DE-588)4363898-3 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd Mehrgleisiger Vertrieb (DE-588)4725388-5 gnd Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Internet marketing World Wide Web Internet Marketingstrategie Marketing Mehrgleisiger Vertrieb Online-Marketing |
| url | http://www.loc.gov/catdir/description/wiley037/2001033011.html http://www.loc.gov/catdir/toc/onix07/2001033011.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016845413&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT sternejim worldwidewebmarketingintegratingthewebintoyourmarketingstrategy |