| Foreword | p. xiii |
| Preface: A Letter from Leo Burnett | p. xvii |
| Introduction | p. xxi |
| Acknowledgments | p. xxvii |
| The Basics | |
| The Sales Cycle | p. 1 |
| Need Realization | p. 2 |
| Product Research | p. 3 |
| Purchase Decision | p. 4 |
| Purchase | p. 5 |
| Product Use/Customer Service | p. 6 |
| Repurchase Decision | p. 7 |
| The Eight Rules of Effective Online Selling | p. 8 |
| Relationships Sell Products | p. 8 |
| Selling Starts Before a Customer Walks into a Store | p. 9 |
| The Marketing Conversation Is Salesmanship Multiplied | p. 10 |
| Profiting Through Targeting | p. 12 |
| One Product, One Message | p. 13 |
| Two-Way Communication Builds Relationships | p. 13 |
| Consumers, Not Web Sites, Own the Internet | p. 14 |
| On the Internet, Content Is King | p. 15 |
| Why the Web? | p. 16 |
| Traditional Advertising--An Inefficient Way to Close a Sale | p. 17 |
| An Attractive Audience in a Growing Mass Medium | p. 18 |
| Brand and Tactical Marketing with Sales Capabilities | p. 18 |
| Advantages of Web Marketing Throughout the Sales Cycle | p. 19 |
| Going Online in Brief | p. 23 |
| Conclusion | p. 25 |
| The First Step to Going Online: Developing a Brand | |
| Defining the Product and the Audience to Sell | p. 28 |
| Building a Consumer Relationship by Building a Brand | p. 29 |
| Creating a Brand-Driven Campaign by Defining the Product | p. 30 |
| Strategy | p. 31 |
| Start with the Prospect, Not the Product | p. 31 |
| Researching Your Competition Online | p. 32 |
| How Good Is Your Competition? | p. 33 |
| Is Your Audience on the Net? If so, Who Are They? | p. 34 |
| Identify and Compare Consumer Benefits | p. 36 |
| Building a Brand that Sells Your Audience, Not Your Product | p. 37 |
| Developing the Brand--The First Step in Building a Relationship | p. 39 |
| Focus, Focus, Focus | p. 42 |
| Setting Goals and Objectives | p. 43 |
| Conclusion | p. 44 |
| Building Online Content to Drive Your Business | |
| Why Branded Content Delivers a Better Message | p. 46 |
| Consumers Respond to Content | p. 46 |
| Branded Content Is Not Advertising | p. 47 |
| Creating Branded Content to Which Your Customers Will Respond | p. 48 |
| Identify Competitive Weaknesses and Find Partners to Exploit Them | p. 48 |
| Quality Over Quantity | p. 50 |
| Where to Build Branded Content | p. 51 |
| Email/Newsletters | p. 53 |
| Micro-site | p. 55 |
| Sponsoring Content | p. 57 |
| Web Site | p. 59 |
| Factors in Developing Online Content | p. 62 |
| Design and Graphics | p. 62 |
| Navigation and Content Hierarchies | p. 64 |
| Developing Content that Works | p. 69 |
| How to Create the Content You Need | p. 70 |
| Assessing Your Resources | p. 74 |
| Choosing and Working with a Design Shop | p. 75 |
| Creating a Community | p. 76 |
| Starting a Community Pre-Launch | p. 77 |
| Building a Community Post Launch | p. 81 |
| Conclusion | p. 88 |
| Driving Traffic and Keeping It in Your Online Store | |
| Thinking Outside the Web Site Box | p. 90 |
| Brand Driven, Results Oriented | p. 90 |
| Extending the URL | p. 91 |
| Reflect the Brand | p. 91 |
| The Initial Steps in Marketing a Web Site | p. 92 |
| Search Engine/Directory Placement | p. 92 |
| Basic Rules to Announcing Your Site | p. 93 |
| Metatags and Tricks | p. 95 |
| Announcing Your Site in Newsgroups | p. 97 |
| Email and Newsletter Lists | p. 98 |
| Issuing a Press Release | p. 99 |
| The Ongoing Marketing of a Site | p. 101 |
| Basics of an Online Campaign | p. 101 |
| General Rules to Online Advertising | p. 103 |
| Places to Advertise | p. 105 |
| Elements of an Online Advertising Campaign | p. 108 |
| Advertisus Interuptus--Banner Advertising and Interstitials | p. 109 |
| Content-Based Advertising | p. 110 |
| Building Stickiness | p. 112 |
| Enticements | p. 112 |
| Linking | p. 117 |
| Integrating the Elements into an Online Campaign | p. 118 |
| Benchmarking and Goal Setting | p. 119 |
| Tracking Advertising | p. 119 |
| Combining Tools to Create a Campaign | p. 120 |
| Building a Campaign | p. 121 |
| Campaign Calendar | p. 122 |
| Conclusion | p. 123 |
| Preparing Your Site to Profit | |
| Selling Advertising | p. 126 |
| Banner Advertising | p. 126 |
| Content-Based Advertising | p. 128 |
| Successful Selling | p. 130 |
| Preparing Your Site and Yourself for Advertising | p. 132 |
| Finding Your Advertisers | p. 134 |
| Ecommerce | p. 136 |
| Creating a Sales Experience | p. 136 |
| A Short Path to Purchase | p. 137 |
| High Quality vs. Low Prices | p. 138 |
| Building Trust Through Guarantees | p. 138 |
| The Post Purchase Opportunity | p. 139 |
| Subscriptions | p. 139 |
| Conclusion | p. 140 |
| Research and Customer Service to Enhance Communications | |
| The How and Why of Research | p. 141 |
| The Power of Databases | p. 142 |
| What to Ask and How to Ask It | p. 143 |
| A Pop-Up Solution | p. 145 |
| An Ever-Changing Customer | p. 146 |
| Building Research into the Content Development Process | p. 146 |
| Research Tools | p. 147 |
| Surveys and Questionnaires | p. 148 |
| Contests and Sweepstakes | p. 148 |
| Registration | p. 149 |
| Feedback | p. 149 |
| Email | p. 150 |
| Cookies | p. 150 |
| Focus Groups | p. 151 |
| Customer Service to Enhance Communications | p. 152 |
| Integrating Service into the Content | p. 152 |
| Outbound/Inbound Customer Service | p. 153 |
| Conclusion | p. 154 |
| Case Studies | |
| Bikini.com--Developing a Brand in a Heavily Competitive Market | p. 155 |
| Bluefly--Growth Through Strategic Parnerships | p. 158 |
| FultonStreet.com--Service, Service, Service Beats Location, Location, Location | p. 161 |
| TeranRealty.com--Expanding a Business by Building New Walls | p. 164 |
| PaintingsDirect.com--Building Relationships to Sell Art | p. 166 |
| Web Sites to List | p. 169 |
| Online Information Resources | p. 171 |
| Third Party Services | p. 177 |
| Summary Overview of Web Ad Rates | p. 179 |
| Online Audience Lifestyle and Consumer Behavior Summary | p. 181 |
| Sample Barter Agreement | p. 183 |
| Sweepstakes Official Rules | p. 185 |
| Sponsorship Proposal Outline | p. 191 |
| Co-Branded One-Sheet | p. 195 |
| Index | p. 199 |
| Table of Contents provided by Syndetics. All Rights Reserved. |
