Digital Marketing For Dummies -- About the Authors -- Dedication -- Authors' Acknowledgements -- Contents at a Glance -- Table of Contents -- Introduction -- About This Book -- Conventions Used in This Book -- How This Book Is Organised -- Icons Used in This Book -- Where to Go from Here -- Part I: Getting Started with Digital Marketing -- Chapter 1: Getting Net-Savvy -- Marketing on the Internet -- Considering whether You Need to Market on the Internet -- Finding Your Online Market -- Working in the Online World -- Chapter 2: Market Size Matters -- Using Internet Marketing Resources -- Sizing Up a Market -- Chapter 3: Your Digital Marketing Plan -- Assessing Your Current Marketing Efforts -- Matching Your Customer Base to the Online Community -- Assessing the Competition -- Sizing Your Digital Marketing Effort -- Creating a Written Plan -- Implementing Your Digital Marketing Plan -- Part II: Marketing on the World Wide Web -- Chapter 4: Mastering Your Domain -- Choosing an ISP for Digital Marketing -- Discovering How Domain Names Work -- Choosing Your Domain Name(s) -- Registering Your Domain Name(s) -- Chapter 5: Planning Your Business Web Site -- Guiding Principles for Business Sites -- Specifying Your Site Content -- Creating a Look and Feel for Your Site -- Having Your Site Done For You -- Chapter 6: Marketing on Your Web Site -- Your Web Site as a Marketing Vehicle -- Marketing Information on Your Site -- News on Your Site -- Chapter 7: Getting the Most Out of Your Web Site -- Gathering Information about Site Visitors -- Improving Your Site -- Getting Found with Search Engines -- Publicising Your Site -- Part III: Marketing with Search -- Chapter 8: Optimising Your Web Site for Search Engines -- The Power of Search -- Using an Expert -- Chapter 9: Understanding the Power of Google -- Planning for World Domination.

Google and the Small Advertiser -- Why Should You Advertise on Google? -- Getting the Best Out of Google -- When Google Bites Back -- Chapter 10: Getting to Grips with Paid Search -- What Is Paid Search? -- Paid Search Options -- Discovering How to Bid on Keywords -- Integrating Paid Search with Other Channels -- Chapter 11: Checking Out Affiliate Marketing -- Getting Others to Do the Work For You -- Understanding Google AdSense and MIVA -- Controlling Your Affiliate Marketing -- Avoiding Affiliate Marketing Dangers -- Part IV: Even More Digital Marketing -- Chapter 12: Controlling the Message with Online Advertising -- Working Out Your Goals -- Finding the Right Format -- Clinching the Deal -- Measure by Measure -- Chapter 13: Spreading the Word with Internet PR -- Whom Do You Want to Influence? -- Planning an Internet PR Campaign -- Getting Your Release Distributed -- Tracking Your Release -- Chapter 14: The Emergence of Web 2.0 -- Grasping the Basics of Web 2.0 -- Understanding Blogging -- Mastering Podcasting -- Networking with the MySpace Generation -- Part V: The Part of Tens -- Chapter 15: Ten Advantages of Digital Marketing -- Digital Marketing Has Low Barriers to Entry -- Digital Marketing Is Informational Marketing -- The Online World Enables You to Respond Rapidly -- The Internet World Highlights Marketing's Role -- Internet Innovations Are Marketing Opportunities -- The Internet Makes Research Easier -- The Online World Forgives Mistakes -- The Internet World Is Currently English Centric -- Digital Marketing Removes Geographic Barriers -- Web 2.0 Marketing Gets You Closer to Your Customers Than Ever Before -- Chapter 16: Ten Disadvantages of Digital Marketing -- Digital Marketing Is Different -- Connection Speeds Can Be Limiting -- Internet Efforts Can Get Expensive -- Online Marketing Doesn't Reach Everybody.

Digital Marketing Efforts Can Be Hard -- Making Mistakes Online Is Easy -- Guilt by Association -- The Uncertain Future of the Digital World -- Digital Marketing Is Still Very New -- The Power of Digital Marketing Can Be Underestimated -- Chapter 17: Ten Offline Marketing Resources -- The Fabled Long Tail -- Trade Associations -- Marketing: An Introduction and Marketing For Dummies -- Trade Publications -- News Radio -- Any Big Magazine Rack -- Permission Marketing -- Television Advertising -- Direct Marketing - Direct Mail -- The Immutable Laws -- Recognising Micons Advertising -- Business Owner's Resources -- Government and Law -- Marketing -- News Online Search Engines and Directories -- Technology Resources -- Web Tools -- Miscellaneous -- The Digital Marketing For Internet Directory -- Index.