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Also consider:
Marketing Mayhem by Herschell Gordon Lewis
 
 
 
 

High-Performance Interactive Marketing

 

TABLE OF CONTENTS
High-Performance Interactive Marketing

Foreword


Introduction

Section 1 Navigating the Changing Marketing Landscape 1
 
ONE Interactive Marketing 3
  How Interactive and Traditional Marketing Differ 4
  Benefits and Challenges 8
  Levels of Interactivity 10
  Choice: The Key Element in Interactive Marketing 12
  How to Appeal to the Interactive Audience 12
  How to Overcome the Inertia Factor 14
  How to Get Started in Interactive Marketing 16
 
TWO Disintermediation and the Changing Role of Marketing and Sales 19
  The Impact of Disintermediation on Sales and Marketing 20
  Parts of the Sales Process Moving to the Internet 23
  The New Sales and Marketing Model 24
  How to Prosper Despite Disintermediation 32
  Tough Lessons Learned about Disintermediation 32
 
THREE         Bridging the Gap between Marketing and Sales 34
  Different Roles 35
  The Consequences of the Gap 37
  Strategies for bridging the Gap 38
 
FOUR The Huge Impact of Infomediaries and Portals 43
  Types of Infomediaries 44
 

Types of Portals

45
  The Threat from Category Killers 47
  Characteristics of Informediaries and Portals 48
  Online Auctions and Exchanges 50
  The Future of Infomediaries and Portals 51
 
FIVE E-Commerce 54
  The Benefits and Challenges 54
  E-Benefits for E-Business 57
  Techniques to Create Repeat Customers 58
  How to Insure Good Data to Drive Your E-Business 60
  Customer Support as a Strategic Advantage 61
 
SIX The New Communications Model 66
  Element One: Entertainment 67
  Element Two: Information 69
  Element Three: Persuasion 70
  Element Four: Interaction 70
  The Merger of Entertainment and Marketing 71
     
Section 2 Interactive Marketing Strategies
That Can Ensure Success		 75
 
SEVEN Traditional Media’s Role in the Interactive Era 77
  The Direct Mail Dinosaur 77
  Broadcast Advertising 84
  Trade Show Marketing 85
  Principles That Will Guide Media in the Interactive Era 77
 
EIGHT

Smart Web Marketing

91
  Advantages of the Web over Traditional Media 94
  How to Use the Web as a Lead Generation Tool 95
  Web Banner Advertising 97
  Email Marketing 99
  Online Newsletters 102
  Hoe to Create a Killer Web Site 105
  Top Six Rules for Web Marketing 108
 
NINE How to Create and Implement Successful Web Marketing Events 109
  When to Use and not Use Internet Events 110
  Partners and Speaker Issues in Online Seminars 111
  Promoting Your Web Events 113
  Setting Objectives and Measuring Results 115
  Six Rules for Successful Online Marketing Events 116
 
TEN Television in the Interactive Era 117
  Important Role of Choice in Television 119
  Number of Channels on the Mega-Channel System 120
  Viewer Access Methods 121
  Public Acceptance of Interactive TV 122
  Shopping on the Electronic Mall 125
  Programming Economics 127
  How to Use Direct Response TV 130
  Hoe to Use Infomercials 133
 
ELEVEN Using ROI to Prove the Value of Interactive Marketing 137
  Web Site Metrics 139
  Fundamentals of Marketing ROI 140
  How to Calculate Interactive Marketing ROI 141
  Hidden ROI Metrics You Should Identify 143
  An Inquiry Conversion Formula for Business-to-Business Marketers 145
  "Soft" Measures That Matter 146
  The Payoff for Focusing on ROI 148
 
TWELVE E-Branding and Positioning 150
  Differences between Traditional and Online Positioning 152
  How to Build Your E-Brand over Time 153
  Important Positioning Questions 155
  Positioning Models That Can Differentiate Your Company 157
  How to Develop Your E-Branding Strategy 159
  Keys to Building a Unique Position and E-Brand Identity 161
 
Section 3 The Role of Technologies in
Interactive Marketing		 163
 
THIRTEEN Database Marketing 165
  Ten Ways to Use a Database Marketing System 168 168
  The In-House Database 170 170
  Data Collection Methods 170 170
  Building Relationships with Database Marketing 174 174
  Data Mining and Data Warehouse 176 176
 
FOURTEEN

Fourteen Navigating the Marketing Automation Model

178
  The Marketing Automation Process 180 180
  The Benefits of Marketing Automation 180 180
  Business Drivers for Marketing Automation 182 182
  The Internet and Marketing Automation–A Winning Combination 184 184
  Other Important Uses of Marketing Automation 186 186
  Marketing Automation Pitfalls to Avoid 188 188
  Hoe to Automate with Minimal IT Involvement 189 189
 
FIFTEEN

Fifteen Heuristic Marketing Techniques

191
  Overcoming Subjectivity in Marketing 192 192
  The Search for the Perfect Marketing System 195 195
  Categories of Heuristic Systems 196 196
  Drawbacks and Problems with Predictive Systems 198 198
  Artificial Intelligence 199 199
  Neural Networks 201 201
  Pattern Recognition Systems 205 205
  Sources of Data in Heuristic Systems 207 205
  Strategies for Creating Heuristic Systems 208 208
 
SIXTEEN Sixteen Virtual Reality 212
  Advantages and Disadvantages of Virtual Reality Marketing 213 213
  Disadvantages of Virtual Reality Marketing 214 214
  Virtual Digital Advertising 215 215
  Characteristics of Virtual Reality Systems 216 216
  Virtual Reality and Virtual Marketing Applications 220 220
  Components of Virtual Reality Marketing Systems 222 222
  The Future of Virtual Marketing 226 226
 
SEVENTEEN

Seventeen Cultural and Business Trends That Will Affect Interactive Marketing

229
  The Certainty of Change 239 239
 
Section 4 The Future of Interactive Marketing 241
 
EIGHTEEN Privacy and Other Tough Interactive Marketing Issues 243
  How Consumers View Privacy Issues 244
  The Opt-In Versus Opt-Out Debate 247
  Privacy Issues in the Wireless World 248
  Options for Dealing with Consumer Data 249
  Strategies to Ensure Online Privacy 251
  Interactive Marketing’s Impact on Retail Channels 253
  The Move to Tax E-Commerce 254
  The Rift between the "Haves" and Have-Nots" 255
  Discredited Predictions 256
 
Section 5 Playing the Interactive Game to Win 258
 
NINETEEN   Aligning Your Organization to Successful Interactive Marketing 261
  Success Characteristics of the Virtual Era Corporation 262
  Be a First-Prover Organization 266
  The Virtual Marketing Organization 267
  Issues in Managing Virtual Marketing Organizations 269
  The Impact of Telecommuting 270
  On-Demand, Customized Manufacturing 271
 
TWENTY How You Can Take Advantage of the New Marketing Technologies 274
  Don’t Bet the Farm on Any Specific Technology 275
  Focus on Content, not Technology 276
  Beware of Information Overload 276
  The Importance of Contrarian Marketers 279
  Eight Strategies for Interactive Marketing Success 280
 
Glossary 285
Index 293

 

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