Marketing in a Web 2.0 World

Marketing in a Web 2.0 World
Author: Peter VanRysdam
Publisher: Atlantic Publishing Company
Total Pages: 290
Release: 2010
Genre: Business & Economics
ISBN: 1601383177
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During the toughest recessions in years, Americans have become more resourceful than ever, creating a record 558,000 new businesses per month -- a 14-year high -- in 2009. While these small businesses are the crutch of the economy, making up more than 99.7 percent of employers, it is hard to not only separate yourself from the pack, but also to just stay afloat. To achieve success, many businesses have taken their ingenuity online to market themselves digitally in the new Web 2.0 world -- the interactive and information-sharing digital age. You can't conquer the business world without first letting people know you exist. Spreading the knowledge about your business is where social media comes in. About 2/3 of comScore's U.S. Top 100 Web sites interact with customers through Facebook, which has over 400 million users. Businesses can also use short "tweets" to reach the over 180 million unique monthly visitors to Twitter every month. This book shows you how to take advantage of these latest technologies to market your business, and many of the tools require little or no money to implement. You no longer have to compete with the resources, brand recognition, and money of big corporations to reach your audience -- of which 55.6 million adults, 1/3 of the population, use social media. With Peter VanRysdam, chief marketing officer and cofounder of 352 Media Group, as your guide, you will understand how social networks have fundamentally altered how the Internet is used as a marketing tool. You will discover how to draw visitors to your Web site with search engine optimisation (SEO) and how to use Webinars, blogs, and podcasts to establish yourself as a leader in your industry. Whether you are one of those many new start-ups or a small business owner looking to take the next step, Marketing in a Web 2.0 World is here to show you the path to reach the business pinnacle by spreading your message to more people -- faster and more efficiently than ever.

Marketing Libraries in a Web 2.0 World

Marketing Libraries in a Web 2.0 World
Author: Dinesh Gupta
Publisher: Walter de Gruyter
Total Pages: 177
Release: 2011-07-14
Genre: Language Arts & Disciplines
ISBN: 311026353X
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Marketing the 21st century library and information organization to its new age customers using Web 2.0 tools is a hot topic. These proceedings focus on the marketing applications and (non- technical) aspects of Web 2.0 in library and information set ups. The papers in English and French are exploring and discussing the following aspects: General concepts of Web 2.0 and marketing of library and information organizations; How libraries are adopting Web 2.0 marketing strategies; Marketing libraries to clients in using Web 2.0 tools; International trends and Interesting cases of marketing through Web 2.0 tools.

Advertising 2.0

Advertising 2.0
Author: Tracy L. Tuten
Publisher:
Total Pages: 214
Release: 2008
Genre:
ISBN: 9783133529662
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Professor and advertising pro Tracy L. Tuten shows old-line marketers how to take advantage of the newfangled concepts and tools Web 2.0 enables.

Web 2.0

Web 2.0
Author: Miltiadis D. Lytras
Publisher: Springer Science & Business Media
Total Pages: 326
Release: 2008-10-20
Genre: Business & Economics
ISBN: 0387858954
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While the web itself is about twenty years old, businesses are still impleme- ing the technology into the fabric of the business model. The background section will focus on defining the building blocks for the framework including defining the basic components of Web 1. 0 which focused on the presence and business transaction. The Web 2. 0 section will focus on defining the basic building blocks of customer interactions, while the final section will focus on a review the wine industry. 2. 1 Web 1. 0: Presence and Electronic Commerce The term Web 1. 0 emerged from the research around the development of Web 2. 0. Prior to this, researchers commonly referred to Web 1. 0 as Electronic C- merce or E-Business. Where as, web 1. 0 focused on a read only web interface, Web 2. 0 focuses on a read-write interface where value emerges from the contri- tion of a large volume of users. The Internet initially focused on the command and control of the information itself. Information was controlled by a relative small number of resources but distributed to a large number which spawned the massive growth of the web itself. Like television before it, the web allowed for the broadcasting of information to a large number of users. Initial web sites were built simply to communicate presence or provide information on the business - self. This component includes information like marketing materials, investor re- tions, employment opportunities, and product information.

The New Language of Marketing 2.0

The New Language of Marketing 2.0
Author: Sandy Carter
Publisher: Pearson Education
Total Pages: 658
Release: 2008-10-31
Genre: Business & Economics
ISBN: 0137010311
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"Marketing has entered a new era of rapid advance. Those unwilling to experiment with new combinations of traditional and internet marketing will be left behind." –Chris Trimble, Adjunct Associate Professor of Business Administration, Tuck School of Business at Dartmouth and Coauthor, Ten Rules for Strategic Innovators: From Idea to Execution “It’s no secret that business has been changing dramatically over the last decade. To succeed in this rapidly changing environment, businesses must adapt their marketing strategies accordingly–The New Language of Marketing 2.0 provides practical, proven, and prescient tools to do exactly that.” –Dr. Steve Moxey, Research Fellow, High-Tech Marketing, Manchester Business School “Most U.S. marketers mistakenly think 'going global' is just a matter of translating your promotional materials into different languages and widening your media buys. Packed with real-life examples, this new book amply demonstrates that successful global marketing is actually all about local marketing. Learn how to give a local spin within each regional marketplace for global success.” –Anne Holland, Founder, MarketingSherpa Inc Use ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable Results For every marketer, strategist, executive, and entrepreneur Today, marketers have an array of radically new Web 2.0-based techniques at their disposal: viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools–and using them to maximize revenue and profitability. Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You’ll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more. Includes information, case studies, and working examples for next generation marketing strategies such as: • Social networks with virtual environments, including Second Life • Online communities including Facebook • Viral Marketing and eNurturing • Serious Gaming • Widgets • Wikis • Blogging, including Twitter • RSS • Podcasting • Videocasting Whether you’re a marketing professional, Web specialist, strategist, executive, or entrepreneur, this book will help you drive immense, quantifiable value from Web 2.0 technologies–now, and for years to come. Sandy Carter’s breakthrough ANGELS approach, a step-by-step framework for success: Analyze and ensure strong market understanding Nail the relevant strategy and story Go to Market Plan Energize the channel and community Leads and revenue Scream!!! Don’t forget the Technology! BONUS Content Available Online: Additional chapters, case studies, examples, and resources are available on the book companion site, ibmpressbooks.com/angels.

Digital and Social Media Marketing

Digital and Social Media Marketing
Author: Nripendra P. Rana
Publisher: Springer Nature
Total Pages: 337
Release: 2019-11-11
Genre: Business & Economics
ISBN: 3030243745
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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

The Impact of Web 2.0 on Brand Management

The Impact of Web 2.0 on Brand Management
Author: Sandra Spindler
Publisher: GRIN Verlag
Total Pages: 37
Release: 2012-07-18
Genre: Business & Economics
ISBN: 3656237239
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Research Paper (undergraduate) from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 8 , Fontys University of Applied Sciences Venlo, language: English, abstract: This report “The Impact of Web 2.0 on Brand Management– How to Use Web 2.0 Efficiently to Create a Higher Brand Value-” has been written within the minor International Business Management (MLA7 individual topic) at the economical university of applied science FIHE in Venlo. This module offers students the opportunity to realise theoretic knowledge. Furthermore the student can choose a topic according to his interest and it also serves for preparation of the bachelor thesis. A time limit of three months was given for processing this report and also a limit of 20 pages. This report will demonstrate the importance of involving Web 2.0 in marketing-strategies. Examples of companies which suffered from Web 2.0 as they did not know how to react properly will be pointed out. Furthermore the change from one-way communication to two-way communication will be described and following possible measurements and strategies will be recommended to increase a company’s brand value. The Impact of Web 2.0 serves as a guide for companies who are not well versed in this topic but intend to increase their brand value by means of social media marketing measurements. Nevertheless basic knowledge about marketing and e-marketing terms is required. However some terms are listed in the glossary but will not explained within the text as this would go beyond the scope of this report.

The Ultimate Web Marketing Guide

The Ultimate Web Marketing Guide
Author: Michael R. Miller
Publisher: Pearson Education
Total Pages: 835
Release: 2010-10-29
Genre: Business & Economics
ISBN: 0132116855
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EVERYTHING YOU NEED TO KNOW ABOUT WEB, MOBILE, & SOCIAL MARKETING! Your expert, up-to-the-minute, A-Z reference & how-to guide Choose the right goals, media, & tools Plan, execute, measure, & optimize Avoid costly mistakes! Now, one amazing book brings together ALL the reliable, detailed information you need to make the most of web, online, mobile, and social marketing. It’s ALL here: SEO, pay-per-click, mobile marketing, social media marketing, “PR 2.0,” analytics, email marketing, YouTube videos, Twitter and Facebook, blogs, podcasts, and much more. Discover how to choose the right approaches, combine them into a coherent, optimized strategy, and measure your results. Find realistic answers to your most crucial questions...get “from the trenches” insights that save you money...learn to drive more value faster. THE ONLY COMPLETE WEB MARKETING REFERENCE YOU NEED. CUTTING-EDGE COVERAGE OF THESE TOPICS AND MUCH MORE: Creating effective web/online marketing plans and budgets Integrating online and traditional marketing Designing great sites--including ecommerce sites Getting actionable answers from web analytics Profiting from search engine marketing (SEM) and optimization (SEO) Executing winning pay-per-click and display ad campaigns Developing effective email lists and campaigns Building two-way conversations with customers and prospects Marketing on Facebook, Twitter, and other social media Creating an online PR media room Marketing through YouTube and podcasts Selling through iPhone and Android apps Managing web/online marketing coherently and efficiently Tracking performance--and improving it! Technical accuracy guaranteed by Econsultancy’s Rebecca Lieb

Internet Marketing

Internet Marketing
Author: Alan Charlesworth
Publisher: Routledge
Total Pages: 376
Release: 2009
Genre: Business & Economics
ISBN: 0750686847
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Internet Marketing: A Practical Approach is a step-by-step guide to marketing using the internet. Concentrating on the operational and functional aspects of this dynamic area, the book is packed with tactical advice and real-life examples from those leading the field to help you succeed. Written as an accessible guide to equip you for the online element of any contemporary marketing role, Internet Marketing covers all the key topics, including search engine optimization and social media marketing, before moving on to consider the internet as part of an integrated marketing strategy. With real-world case studies to illustrate e-marketing in practice and exercises to help you analyse, plan and execute effective strategies within the workplace, this practical resource will prepare you to undertake internet marketing across a variety of organizations. More than just a book, this complete package features an associated website at www.alancharlesworth.eu/internetmarketing which hosts the case studies for the book, offers further tips and advice, and provides access to a wealth of extra material such as up-to-date references and web links.

Research Anthology on Strategies for Using Social Media as a Service and Tool in Business

Research Anthology on Strategies for Using Social Media as a Service and Tool in Business
Author: Management Association, Information Resources
Publisher: IGI Global
Total Pages: 1865
Release: 2021-05-28
Genre: Computers
ISBN: 179989021X
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Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, businesses have adopted social media tactics to interact with consumers, conduct business, and remain competitive. Social technologies have reached a vital point in the business world, being essential in strategic decision-making processes, building relationships with consumers, marketing and branding efforts, and other important areas. While social media continues to gain importance in modern society, it is essential to determine how it functions in contemporary business. The Research Anthology on Strategies for Using Social Media as a Service and Tool in Business provides updated information on how businesses are strategically using social media and explores the role of social media in keeping businesses competitive in the global economy. The chapters will discuss how social tools work, what services businesses are utilizing, both the benefits and challenges to how social media is changing the modern business atmosphere, and more. This book is essential for researchers, instructors, social media managers, business managers, students, executives, practitioners, industry professionals, social media analysts, and all audiences interested in how social media is being used in modern businesses as both a service and integral tool.