Manager's Guide to Online Marketing

Jason Weaver

Feb 2013 · McGraw Hill Professional

About this ebook

A COMPREHENSIVE CRASH COURSE FOR MASTERING TODAY'S MOST IMPORTANT MARKETING PLATFORM

Online marketing has evolved far beyond just websites and banner ads. Your business’s credibility now rests on the ability not to just embrace digital platforms but to coordinate a broad spectrum of media in every campaign. Manager's Guide to Online Marketing explains how to do this and more by planning and executing effective cross-channel digital outreach using the latest, most sophisticated tools and strategies. It provides in-depth coverage of essential online marketing tools and techniques, including:

• Content marketing and blogging
• Social media marketing
• Web analytics
• Search Engine Optimization (SEO)
• E-mail marketing
• Online Public Relations

Briefcase Books, written specifically for today's busy manager, feature eye-catching icons, checklists, and sidebars to guide managers step-by-step through everyday workplace situations. Look for these innovative design features to help you navigate through each page:

• Clear definitions of key terms and concepts
• Tactics and and strategies for effective online marketing
• Tips for executing the tactics in the book
• Practical advice for preventing errors
• Caution signs to avoid common and uncommon mistakes
• Examples of successful online marketing tactics
• Specific planning procedures, tactics, and hands-on techniques

About the author

Jason Weaver (Madison, WI) is a leading authority in social media with more than 15 years experience as an entrepreneur, executive, and innovator. In 2002, years before the launch of Facebook and Twitter, he discovered the power of working collaboratively through social networks to help execute engagement-marketing campaigns within online communities. His invention, Shoutlet, is now a leading social media marketing platform that is used by global brands, small businesses, and marketing agencies to build, engage, and measure their social media communication. As a social media thought leader, Jason has provided strategic expertise on social media strategy to companies including Disney, eBay, and SC Johnson. He is a much sought after writer and speaker for organizations such as the American Marketing Association, Public Relations Society of America, and American Advertising Federation.