Basics Marketing 02: Online Marketing

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of professional experience with advertising agency Saatchi & Saatchi and currently acts as a consultant, managing their Toyota Worldwide Executive Board (TWEB). Brian is also an advisory board member of Fuhu, a China-US based internet-software company.

• Introduction. The digital media revolution: What is the digital revolution?; How has the digital revolution changed media?; How has the digital revolution affected consumers?; Case study: Telecom New Zealand adopt a multimedia approach; Questions and exercises. Search marketing: Is search really considered marketing? From marketing push to consumer pull; Case study: Google versus Bing; Questions and exercises. E-commerce and e-branding: The internet as storefront; Online as a branding opportunity; Building great brand websites; Measuring return on investment (ROI); Case study: eBay develop e-commerce communities; Questions and exercises. Advertising on the web: Display advertising; Advertising creativity beyond display ads; E-mail marketing; New approaches to creative media; When is offline the best way to advertise online?; Case study: Burger King become online innovators; Questions and exercises. The social web: The fifth estate?; Social networks; Second life and MMORPGs; Case study: Barack Obama's election campaign; Questions and exercises. Online applications and mobile marketing: Cloud computing and widgets; Mobile phone marketing; Case study: ESPN's online and mobile programming; Questions and exercises. Measurement and analytics: A wealth of riches or information overload?; Making analytics actionable; Problems with online measurement; Case study: DOve and the communications optimisation process; Questions and exercises. Ethical approaches: Privacy; Online marketing to children; Case study: Geppetto and responsible marketing to children; Questions and exercises. Final thoughts. Acknowledgements. Index. Picture credits. Working with ethics.

'Brian Sheehan's excellent book will provide readers with a strong grasp of online marketing. Read it thoroughly and you will enjoy an understanding of the subject that will be superior to many people who currently work in advertising. It is comprehensive, engaging and highly enjoyable.' - Mike Cooper, worldwide CEO, PHD Network. 'Online marketing can be a daunting subject to grasp. Yet in today's marketing world it is an absolutely essential skill to master. Basics Marketing: Online Marketing gets you there quickly and clearly, making this discipline incredibly accessible. It succinctly explains important concepts within the digital space that are absolute must-knows. It provides the reader with dozens of invaluable case studies, visually presented and superbly dissected. I strongly recommend this to anyone who is planning on entering a digital or general marketing career.'- Antony Young, CEO, Optimedia International US inc.