While taking account of the more cautious e-business climate, Matt Haig challenges his readers with his contention that a well thought-out e-strategy is no longer a luxury but a necessity. In this guide he puts the emphasis on cost-effectiveness and aims to give realistic advice that is relevant to both small and large businesses. The work takes the reader through the key stages in developing a plan for using the Internet for competitive advantage and growth based on the company's goals, objectives, competitive environment and culture, such as: the technology required; e-security; your e-brand; the market; pricing and making money; customers online; promotion/marketing techniques; the tangible and intangible results/measuring return on investment (ROI); and the future forces of change. Taking a global perspective, this guide not only shows businesses how to attract global online audiences but also includes lots of real-life global case studies and opinion.
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A guide to using the Internet for a company's competitive growth and advantage. How Come You Don't Have an E-strategy? explores: the technology required; e-security; your e-brand; the market; pricing and making money; customers online; promotion/marketing techniques; measuring return on investment (ROI); and more.
Part 1 Getting ready for e-business: The new business divide; The
Internet "clickocracy"; Be prepared; About this book. Part 2 Starting out:
ISPs; Domain names; Selling online; Principles of good Web design; Web design
outsourcing; Technological integration; Getting advice. Part 3 Your e-brand:
Community building; Sites for sore eyes; Beyond logos; Brand protection; The
new brand power. Part 4 The market: Define your market; International
markets; A level playing field; Increased competition; Parlez-vous dot.com? -
speaking your market's language; A helping hand; Adding value; Researching
your online market. Part 5 Money matters: Selling products online; Affiliate
schemes; Selling ad space; Pricing pressure; Upfront pricing; Currency
concerns; Profit potential. Part 6 Customers: Trust me, I'm a dot.com; How to
destroy Internet inhibitions. Part 7 Promotion: Online advertising; Marketing
via search engines; Viral marketing; Five steps to viral marketing success;
Online PR; Permission marketing; Spam; Collecting e-mail addresses. Part 8
Measuring results: ROI or RIP; Intangible results; The need for accuracy; ROI
yardsticks; ROI and e-commerce; What are you measuring?; Access logs; Free
tracking services; Measuring "soft" results; Measuring success in advance; An
ongoing process. Part 9 Security: Assess the situation; Payment systems;
Hackers and firewalls; VPNs; Viruses and worms; Top tips for virus
protection; Hoax warnings; Anti-virus software; Privacy; Let your customers
know; Legal issues; Plan for the worst; Internal threat; Outsourcing. Part 10
The future: SMS; Voice portals; P2P; XML; 3G; Information products; Business
webs. Part 11 Next steps.
Matt Haig is an independent consultant advising organisations of all types and sizes on creating integrated marketing and branding solutions. As one of the very first writers on e-business, Matt has always been at the forefront of developing leading edge marketing solutions. More recently he has carried out mobile marketing consultancy for several companies and has researched and written extensively on the subject.
Its rapidly growing popularity inspired Matt Haig to write his popular book Mobile Marketing: The Message Revolution. Acclaimed for his no-nonsense pragmatic style, Matt is a popular speaker and writes regularly for the national and business press. He is also the author of several other best-selling guides including E-PR: The Essential Guide to Public Relations on the Internet, E-Business Essentials, E-Mail Essentials, The E-Marketing Handbook, The B2B E-Commerce Handbook and How Come You Don't Have an E-business Strategy? (all published by Kogan Page).
