Your company’s new Web site is a thing of beauty. Your creative department labored diligently to design a colorful, eye-catching site with fancy drop-down menus, sophisticated graphics and cool icons. You’re happy and your employees are justifiably proud of their work, but unless it generates business, your site is virtually worthless. Connecting with the consumer is the core of Internet marketing. In this age of multiple media outlets and short attention spans, says author Mike Moran, successful marketing depends on speed and refinement. Gone are the days when businesses could afford protracted strategy sessions and elaborate advertising campaigns. The Internet gives consumers infinite options, so your company must make an impression – right now. Moran covers a mind-boggling amount of territory, from detailed technical advice to general marketing principles. While acknowledging that the new Internet marketing rules can be intimidating, Moran’s message is clear: You may fail, but this new age offers unlimited opportunities to try until you get it right. getAbstract believes you can avoid many Web marketing mistakes by heeding his sage advice.
In this summary, you will learn
- How to use Web marketing;
- Why traditional marketing strategies are no longer relevant; and
- Why you can’t allow fear or habit to stand in the way of innovation.
About the Author
Mike Moran, co-author of Search Engine Marketing, Inc., has worked on the Web since its earliest days, in both marketing and technical roles, including eight years on IBM’s customer-facing Web site.