Internet Marketing: Integrating Online and Offline Strategies

INTERNET MARKETING, 3RD EDITION provides comprehensive coverage of the rapidly changing field of Internet marketing that is timely and relevant. It relies on extant marketing theory where appropriate and introduces many conceptual frameworks to structure student understanding of Internet marketing issues. Above all, it works on the premise that the Internet--whether used as a medium of communication or as a channel of distribution--is only one component of the contemporary marketer's arsenal. The key issue facing marketers today is how to best integrate this powerful new component, continuing developments in Internet marketing into their strategies and media plans. That ongoing challenge represents the essential theme of this text. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Remember that video marketing is part of a content marketing strategy, and that
content marketing is only one aspect of the overall Internet marketing strategy.
Metrics at each level must be chosen and assessed from the perspective of
achieving organizational Internet marketing objectives, not from the perspective
of that channel or campaign alone. Video is a powerful marketing tool, especially
if it is approached from a stra— tegic point of view. The good news for small
business is ...