Online Marketing Books

Streetwise Maximize Web Site Traffic: Build Web Site Traffic Fast and Free by Optimizing Search Engine Placement by Robin Nobles, Susan O'Neil

"After months and months of trying to get listed well in the search engines, I discovered this book. It took me step by step through the different procedures required for success in the major search engines, like Yahoo and AOL Search. Easy to read and very thorough, too. I recommend it highly to anyone looking for greater web traffic. It's working for me."

The Big Red Fez: How to Make Any Web Site Better by Seth Godin

"For those trying to make their Web sites profitable in the lean years, Internet marketing sage Seth Godin, author of Unleashing the Ideavirus, has written a practical guide to making sites more attractive to browsers. The Big Red Fez: How to Make Any Web Site Better offers simple but frequently overlooked design tips (avoid inefficient pull-down menus, don't ask for the same information twice) that will keep impatient users from ditching your site before they buy whatever it is you're selling. Godin's primary mantra is to limit information on each page and offer clear incentives for clicking to the next screen. Each of his concise points is illustrated with an image from an actual Web site, making the book itself a model of simplicity that will be appreciated by busy entrepreneurs and Web designers."

Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide by Ralph F. Wilson

"Too many Web marketing books focus on how to get your site listed in search engines and attract the masses without a good marketing and site development plan. Dr. Wilson's planning book is timely for those Web site owners who really want to be successful in doing business on the Web.

The following approaches are needed for a business to go online:
1. Define the purpose of building your Web site
2. Identify the target audience and competitors
3. Create a strategic marketing plan
4. Develop and promote the Web site according to your plan

Dr. Wilson's book covers all the essential elements in creating a successful marketing plan. It is based on his practical experience on the Web. Highly recommended!"

World Wide Web Marketing: Integrating the Web into Your Marketing Strategy, 3rd Edition by Jim Sterne

"This is one of the better books I've read on Web marketing. Some of Sterne's best advice comes in Chapter 1 when he writes, "Having a site that's cool and looks sharp is fine if that's all your target market is really after. The game, though, will go to those who come up with unique services. If you have to choose between fun, interesting, or useful, useful wins. Every time. Hands down."

Sterne starts the book talking about the basic questions in marketing: What are you trying to sell? Who are you trying to sell it to? And, what do they really want? He gives some good advice on working through the process of answering these questions and relates these issues well to Web related marketing. Chapter 3 is a great chapter on usability issues. It's refreshing to see a marketing guy like Sterne give so much attention to usability. There are ample references to Jakob Nielsen's research into usability issues, mixed with Sterne's own good thinking on the subject.

In the middle chapters of the book, Sterne talks about the different ways to effectively use the unique aspects of the Web --interactivity and personalization -- to market to your customers. I particularly liked his discussion of interactivity and flow in Chapter 4. He then goes on to discuss the use of the Web to do customer management and dedicates a whole chapter to partner relationship management. These are probably my least favorite sections of the book. He does give some good examples of companies effectively using the Web for this purpose, but I don't think the chapters on CRM and PRM where very thorough or insightful.

The last few chapters are dedicated to measuring the effectiveness of your Web marketing effort, managing your site, and what the future holds. In the chapter on measuring effectiveness, Sterne talks about the cost to reach and ultimately acquire a customer through your marketing efforts. The following information on Web log analysis was kind of thin, but Sterne does do a pretty good job discussing "The Softer Side of Assessment" like measuring customer satisfaction and reputation management. The chapter on managing your site was thin at best. For site management, I'd recommend Jessica Burdman's book, "Collaborative Web Development: Strategies and Best Practices for Web Teams."

"Overall, I'd give Sterne an A on this book effort. The first half of the book is very, very good. The last few chapters felt somewhat rushed. Granted, Sterne picked some chapter topics that should be book topics, but even the summarized information didn't seem well put together. Maybe Jim was getting tired, or maybe I was getting tired. I finished reading this book on a red-eye flight home."

Internet Home Business Books

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