Marketing and Sales Management

With an exclusive look inside Google, Disney, Yahoo, IBM, and others, this book shows how your company can use blogs to raise its visibility and transform internal communications All companies, large and small, know that reaching customers directly and influencing--and being influenced by--them is essential to success. Blog Marketing shows marketing and PR professionals as well small business owners how to do just that without spending a lot of money. Readers will learn how to tap into the power of blogs to create a direct line of communication with customers, raise the company's visibility, and position their organizations as industry thought leaders. "Blogs will soon become a staple in the information diet of every serious businessperson . . . . Blogs offer an accelerated and efficient approach to acquiring and understanding the kind of information all of us need to make business decisions." -- John Battelle, Business 2.0

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.

A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This new second edition paperback keeps you up-to-date on the latest trends. New case studies and current examples are included to illustrate the very latest in marketing and PR trends Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.

The world of digital media is changing at a phenomenal pace. Its constantly evolving technologies, and the way people are using them, is transforming not just how we access our information, but how we interact and communicate with one another on a global scale. Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today, and where the thought leaders in the industry believe that it is headed in the future. The book will show you, in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success for your business, now and in the future. Understanding Digital Marketing will help you: - choose online marketing channels to get your products and services to market; - understand the origins of digital marketing and the trends shaping its future; - achieve the competitive edge to keep you ahead of the pack; The book will explore in detail such areas as search marketing, affiliate marketing, e-mail marketing, creative online executions, and digital marketing strategies. Including real-world examples of digital marketing successes and expert opinions, Understanding Digital Marketing will give you the tools to utilize the power of the internet to take your business wherever you want it to go.