This etext book is a good introduction to eMarketing. There is no doubt about it—the Internet has changed the world we live in. Never before has it been so easy to access information; communicate with people all over the globe; and share articles, videos, photos, and all manner of media. The Internet has led to an increasingly connected environment, and the growth of Internet usage has resulted in the declining distribution of traditional media: television, radio, newspapers, and magazines. Marketing in this connected environment and using that connectivity to market is eMarketing. EMarketing embraces a wide range of strategies, but what underpins successful eMarketing is a user-centric and cohesive approach to these strategies. While the Internet and the World Wide Web have enabled what we call new media, the theories that led to the development of the Internet have been developing since the 1950s.
Chapters covered include: Intro to eMarketing; E-mail Marketing; Online Advertising; Affiliate Marketing; Search Engine Marketing; Search Engine Optimization; Pay per Click Advertising; Social Media; Crowdsourcing; Viral Marketing; Online Reputation Management; Web Public Relations; Website Development and Design; Online Copywriting; Web Analytics and Conversion Optimization; Mobile Marketing; Customer Relationship Management; Market Research; eMarketing Strategy
Type of Material:
Open (Access) Textbook
Recommended Uses:
This could be a required or suggested text for an e-marketing course.
It could also serve as supplemental information/support for a variety of marketing courses.
Technical Requirements:
Chrome
Identify Major Learning Goals:
To gain a basic understanding of online marketing
To understand new terms and new practices in online marketing, i.e. crowdsourcing, web analytics, etc.
Target Student Population:
Upper level marketing classes
Prerequisite Knowledge or Skills:
None
Content Quality
Rating:
Strengths:
easy to navigate
has relevant examples to explain concepts
is functional
simple in design
all links are working
provides a good foundational/historic perspective of the subject
Concerns:
Since the copyright is 2012--some of the content is dated
There may be significant gaps in content/material of current online/electronic communication methodologies.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
Provides an overview of concepts in each chapter with a summary and exercises for the student to complete to reinforce these concepts.
A single learning objective is provided with each item/section within the contents. These may not be sufficient, nor be written from the perspective the instructor desires.
Providing additional learning objectives may be needed if the instructor feels they are necessary.
Many topics/units have a case study that applies the reading material to a real business application.
Concerns:
The age of the publication is probably the major limitation.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
Clear information presented in an html format that can be navigated through without technical browser requirements.
The design is clear and concise.
Concerns:
None
Other Issues and Comments:
This textbook was published in 2012 and has not been updated.
Some of the references may be outdated.
Creative Commons:
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