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- Introduction
- A Brief Timeline in Internet Development
- It’s All about Being Connected!
- How Do People Access the Internet?
- References
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- Introduction
- History
- How It Works
- Nine Steps to Executing an E-mail Campaign
- References
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- Introduction
- How It Works
- How to Show Your Message
- How to Pay
- Ad Servers and Advertising Networks
- Putting It All Together
- The Advantages of Online Advertising
- Disadvantages of Online Advertising
- Case Study: BMW South Africa
- References
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- Introduction
- How It Works
- Tracking: The Lifeline of Affiliate Marketing
- When Things Go Wrong
- How Do Affiliates Promote Merchants?
- Affiliate Networks
- Tools of the Trade
- Setting Up a Campaign
- Pros and Cons
- Case Study: Prezzybox.com
- References
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- Introduction
- Search Engine Optimization
- References
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- Introduction
- Search Engine Optimization
- References
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- Introduction
- How It Works
- Well-Researched Key Phrases
- Optimizing Content for Key Phrases
- Link Popularity
- Emerging Trends
- Case Study: Yachting Partners International
- References
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- Introduction
- How It Works
- Keywords and Match Types
- Planning and Setting Up a Campaign
- Online Comparison Engines
- Pros and Cons
- Case Study: Southern Sun
- References
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- Introduction
- How It Works
- Content Sharing: Create and Share
- Crowdsourcing: Unleashing the Power of the Online Community
- Creating Content and Opinion: Blogging and Podcasting
- Social Media and Marketing: Rules of Engagement
- Case Study: FNB and Idea Bounty
- References
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- Introduction
- How It Works
- The Bigger Picture
- Case Study: Peperami
- Reference
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- Introduction
- How It Works
- Preparing to Go Viral
- Now What?
- Case Study: Firebox.com and Speedy Santa
- References
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- Introduction
- The First Step: Monitor the Conversation
- The Second Step: Measure What’s Being Said by Whom
- The Third Step: Manage—Engaging In and Leading the Conversation
- The Fourth Step: Maximize—Evolve Your Strategy
- Ten Rules to Recover from an Online Brand Attack
- Case Study: Four South African Banks
- References
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- Introduction
- The First Step: Monitor the Conversation
- The Second Step: Measure What’s Being Said by Whom
- The Third Step: Manage—Engaging In and Leading the Conversation
- The Fourth Step: Maximize—Evolve Your Strategy
- Ten Rules to Recover from an Online Brand Attack
- Case Study: Four South African Banks
- References
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- Introduction
- How It Works
- WebPR Tactics
- Press Releases: Optimized for Search and for Social Media
- Online Press Room
- Case Study: Pilkington Self-Cleaning Glass
- Reference
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- Introduction
- Usability
- Search Engine Visibility
- Design
- Landing Pages
- Case Study: Wicked Uncle
- References
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- Introduction
- How It Works
- Short Copy
- Long Copy
- Reference
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- Introduction
- How It Works
- Tracking and Collecting Data
- Analyzing Data
- Case Study: Firefox 3
- References
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- Introduction
- Why the Mobile Phone?
- Mobile Phones: More than Phone Calls
- Short Message Service (SMS)
- Multimedia Message Service
- Mobile Web
- Case Study: Peugeot 107’s Break Free Campaign
- References
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