Internet Marketing Start to Finish

"A breakthrough system for attracting more customers on the Internet. Internet marketing is the fastest, most efficient way to attract profitable new customers--if you run it strategically and systematically. This book shows you how. You'll discover how to integrate marketing, sales, and operations [...]
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"A breakthrough system for attracting more customers on the Internet. Internet marketing is the fastest, most efficient way to attract profitable new customers--if you run it strategically and systematically. This book shows you how. You'll discover how to integrate marketing, sales, and operations functions to work together far more effectively, capture the right real-time data for decision-making, and apply it to drive dramatic improvements in performance. Drawing on extensive in-the-trenches experience, the authors help you implement a more iterative, measurable, and repeatable approach to Internet marketing, deliver better-qualified leads, build an online sales engine to track and improve every customer relationship...and, above all, grow profits! You'll Learn How To: Craft flexible strategies that can quickly learn from experience; Eliminate "silos" that prevent effective measurement and execution; Overcome obstacles ranging from culture to processes to individual behavior; Build a powerful online sales engine to track customers through the entire relationship; Avoid dangerous data and weed out junk leads; Integrate web KPIs into business decision-making; Link web to lead to CRM analysis; Redefine messages to respond to your key audiences' personas; Architect and design sites to improve user experience and conversion; Write highly findable content, and then make it even more visible; Start a feedback loop for continually optimizing both tactics and strategy; Globalize Internet marketing for diverselanguages and cultures; Translate your performance into boardroom-ready reports"--Publisher's website.