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Full Description
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.
Contents
Part 1 Getting ready for e-businessInternet "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.
