G 125

frame 521

frames 331, 332

Frazier, G. 240

frequency analysis in LTV 283 frequently asked questions (FAQs) 245 Friedman, L. 195, 421 Furey, T. 195, 421

Gabbott, M. 225 Galbraith, R. 336 Garino, J. 191, 202 Gartner 118-19 Gates, B. 485 Gattiker, U.E. 496

general packet radio services (GPRS) 314, 522

Gestetner 239

Gladwell, M. 221-2

GlaxoSmithKline (case study) 237

Gleisser, G. 332, 334

global (generic) top-level domain names (gLLTD) 27, 522

globalisation 136, 137-8, 522 Godell, L. 123-4 Godin, S. 268-9, 401 Goldenberg, D. 491 Google 21, 87, 485, 492 gopher 522

government markets in B2B 494 government-to- business (G2B) 13 government-to-consumer (G2C) 13 government-to-government (G2G) 13 graphic design 326-7, 522

andSEO 381 graphics editors 335

graphics Interchange format (GIF) 30, 522 Gregory, K. 137 Grehan, M. 384

Gronhaug, K. 461 Grossnickle, J. 71, 432 Grove, A. 179 Guardian 1GG, 1G1, 123 Gulati, R. 191, 2G2

hacker 463, 522 Hagel, J. III 88, 287-9, 467 Halinen, K. 269 Hamill, J. 137 hard launch 3G9 Harridge-March, S. 217 Hasan, H. 172-3 Hewitt, D. 474, 5G1 Hewlett-Packard 416, 417

high-tech company employee benefit schemes (case study) 491-2 hit 424, 522 Hofacker, C. 333

on interactive marketing 352, 353, 393, 4G5 home page 362, 522 horizontal portal 9G Horton, S. 328 house list 1G6, 398, 522 Hughes, A. 363 hunter 79

hurdle rate analysis in LTV 284 hybrid information scheme 327 hygiebe factors 48 hype cycle 118-19, 522 hyperlink 522

Hypertext Mark-up Language (HTML) 28-9, 522 editors 335 and SEA 38G Hypertext Transfer Protocol (HTTP) 522

i-mode 124 IAB 6

Iceland 463

identification in customer management 268, 277 identity theft 1G1, 522 iMediaConnection 393 in-sourcing 154

inbound customer contact strategies 4GG, 522 inbound e-mail 522

managing 4GG inbound e-mail marketing 397 inbound internet-based communications 23, 522 incidental offline advertising 371, 522 Independent Media in Retail Group (IMRG) 471 indirect efficiency gains in B2B marketing 488 individualisation 22-3

in customer management 268 industrial markets in B2B 494 industry restructuring 25

inflated expectations in hype cycle 118 infomediary 88, 465, 504, 522 information architecture 318, 522 designing 318-22 blueprints 319-20 card sorting 319 web response 318 wireframes 320-2 information in B2B markets 495 information organisation schemes 327, 522 informational transactions 11 ING Direct 48

initiation of web site project 309, 522 insertion order 522 inside-out outsourcing 308 institutionalising capability 200 integrated e-mail marketing 399 integrated marketing communications 357-63 campaign response mechanics 362-3 media-neutral planning 358-9 planning 358 through time 360-1 integration 23-5

integration in customer management 268 integrity in customer management 268 integrity see security methods intellectual property rights (IPRs) 116, 522 interaction in customer management 268

in e-CRM 277 interactive advertising 391-6 banner advertising 395 buying advertising 395-6 effectiveness 393 formets 394 fundamentals 391-2 purposes 392-3 strengths and weaknesses 406 targeting options 393-4 interactive banner advertisement 522 interactive digital TV (iDTV) 126-9, 522

case study 127 interactive marketing communications advertising, differences 354-5 characteristics of 350-7 consumer perceptions (case study) 355-7 integration 354, 357-63 intermediaries 353-4 objectives and measurement 363-9 campaign costs objectives 367-9 conversion marketing objectives 365-6 non-transactional sites 369 timescales 366 online promotion techniques 373-402 e-mail marketing 397-400 interactive advertising 391-6 on-site promotional techniques 402-3 online partnerships 388-91

online PR 384-8

search engines marketing 373-84 viral marketing 400-2 optimal communications mix 403-7 interactivity 350, 523 intermediaries 86-90, 465, 523

increase in 353-4 intermediary analysis 167 internal structures 199-202 Internet 26, 523 access applications 30 benefits of 14-18 and branding 224-9 use in Europe 455 world users 454 internet-based market research 430 internet contribution 523 internet EDI 48, 523 internet effectiveness, assessing 161 internet governance 139, 523 internet marketing 8, 523 applications 5-6 benefits 169 communications 20-6 defined 8-14 interactivity of 21-2 stage models 162-5 strategic approach to 18-20 technology 26-36 Internet marketing metrics see metrics for Internet marketing Internet marketing strategy 152, 523 as channel marketing strategy 152-3 framework for 158 generic approach to 157-9 integrated 154-7 scope of 153 situation review 160-8 strategic goal setting 168-74 strategy formulation 174-204 strategy implementation 204-7 Internet pureplay 465, 523 Internet radio 129 Internet relay chat (IRC) 523 internet service providers (ISPs) 27, 310, 523

selecting 310-11 Internet technology, use of 495-501 interruption marketing 268, 523 interstitial ads 394, 523 intranet 32-3, 523 Introna, L. 242 ips Intelligent 490

Jan-Mou, L. 489 Janal, D. 354 Janda, S. 302, 336 Java 523 Jenkins, F. 372

Joachimsthaler, E. 182, 225, 226, 228, 503 Jobber, D. 486 Johnson, E. 232

Joint Photographic Experts Group (JPEG) 30, 523 Joseph, M. 193 Jupiter Research 497

Kahin, B. 486 Kalakota, R. 52, 159, 499 Kaplan, R.S. 172 Kemmler, T. 404

key performance indicators (KPIs) 173-4, 523 Kiani, G. 26 Kim, E. 186

Klein, L. 137, 162, 221, 231 Kolesar, M. 336 Kothari, D. 79

landing page 362-3, 399

last mile problem 470-1

lastminute.com (case study) 478-9

latency analysis in LTV 283

Lautenborn, R. 216

law of the few 222

lead 523

lead generation 5

lead generation offers 273, 523

lean-forward media 352

legal environment of B2B marketing 488 legal issues 101-16

on cookies 111-12 legibility of site design 324 Levi Strauss 218 Levy, M. 163, 464 Lewis, H. 78, 79, 81 Lewis, R. 78, 79, 81 Lexus 77

life-time value-based ROI 368-9 lifetime value (LTV) 278, 523 lifetime value modelling 278-86 benefits 280

grouping customers 284-5 product recommendation 285-6 propensity modelling 285-6 RFM analysis 283-6 sense, respond, adjust 282 statistical RFM analysis 284 link building 386 list broker 523 list owner 523 live web site 523 localisation 239-40, 317, 523 location independence 25-6

Location Optimised Commerce on the Internet

(LOCI) 140 log file 523

log file analysers 28, 424, 523 inaccuracies caused by 429 logical rational planning 159 long-tail concept 223, 523 Louviere, J. 464 Lowe, M.S. 503 loyalty techniques 286-7, 524

of online customers 461-2 Lynch, P. 328 Lynch, R. 158, 169 Lynx 314

McDonald, M. 9, 21, 56 On Internet marketing strategy 156-7, 189, 195, 205

on marketing mix 219, 224, 229, 238 McFarlan, F.W. 205 McGaffin, K. 386 McKinsey Consultants 45, 197 macro-environment 44 Magnet online 469 Magretta, J. 243 mailbots see autoresponders maintenance process 524 Malhotra, N. 431, 432 Malone, M.S. 242 Malone, T. 242 management myopia 419 many-to-many communications 351-2 market alliance model 243 market-oriented pricing 235 market penetration and development strategy 176-7

market share growth 177 marketing communication 469 marketing effectiveness, assessing 161 marketing-led design 324 marketing-led site design 324 marketing mix 215, 524 people 245-7 physical evidence 248 place 237-43

positioning and differentiating 185-90 price 231-7 process 248 product 217-30 promotion 243-4 varying 215-17 marketing planning 157, 524 marketing research 430-3

tools 469 marketplace 45-61, 524 competitive forces in 46-9 trading location in 57-8 marketplace portal 90

marketplace structure, changes 193

marketsite 486, 489, 524

marketspace 524

Marsden, P. 221, 222

Marshak, R. 75

Marshall, P. 243

mass customisation 23, 218, 270, 351, 524

in e-CRM 263 mass marketing 258, 524 Match.com (case study) 370 Matthews, B. 233 measurement 532 media broker 524 media buyer 524 media buying 524 media consumption 355 media consumption, changes in 6-7 media involvement 355 media-neutral planning (MNP) 358-9, 524 media owners 524 media planning 396, 524 media portal 90 media reach 355 media site 16, 52, 362, 524 Menteth, H. 77 menu options 331-2 meta-data 29, 524 meta search engine 524 meta tags 113-14, 380-1, 524 metrics for internet marketing 418, 524

case study 441-6 micro-environments 42-5 micropayments (microtransactions) 134, 524 microsite 362-3, 391, 524 Microsoft 491

Microsoft internet information server (IIS) 524 Millard Brown Qualitative 357 Mintzberg, H. 158 mixed-mode buying 24, 350, 524 mobile access 120-1 mobile commerce (m-commerce) 124 strategies 124-5 usage 124 mobile services 123-4

in future 125-9 Moe, W. 78 Moller, K. 269 Mols, N. 240

monetary value analysis in LTV 283

Morgan, R. 304

Morganosky, M. 453

Search Engine Optimization Overview

Search Engine Optimization Overview

This is the 2nd volume of a 9 volume series called the Webmasters Toolbox package. Search engines are the number one way that internet users find websites. In most cases, a listing in a search engine is free. So, it's no surprise that Search Engine Optimization SEO is often the first priority when marketing a website.

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