Table of Contents -- Chapter 1: Industry Overview-A Look at the Internet -- Consumers and the Internet -- How Big Is the Internet Population? -- The Internet as a Way of Life -- I Want What I Want and I Won't Have It Any Other Way -- Embracing Broadband -- Evolving Technology -- Business and the Internet -- Advertising Online -- Resources for Research -- Closing Comments -- Chapter 2: Understanding Your Environment -- Long Term Planning and Your Web Site Strategy -- Understanding Your Objectives -- Identifying Your Target Market -- Understanding the User -- What Exactly Are You Promoting? -- Extending the Reach of Your Brand Online -- Consistently Positioning Your Offerings -- Learn From Your Customers -- Staying on Top of the Competition -- Being Aware of the Macro and Micro Environmental Landscape -- Determining Your Budget -- Chapter 3: Internet Marketing Techniques -- Search Engine-Organic Optimization -- The Importance of Your Link Strategy -- Strategy 1 -- Strategy 2 -- Internet Advertising -- Rich Media Advertising -- Size and Placement -- Search Advertising -- Contextual Advertising -- Behavioral Advertising -- Measurement and Accountability -- Affiliate Marketing -- RSS -- Blogging -- Podcasting/Videocasting -- Mobile Marketing -- Viral Marketing -- Autoresponder Marketing -- Permission-Based E-mail Marketing -- VOIP -- Chapter 4: Starting with the Foundation-Your Web Site -- Twenty Reasons You Need a Web Site for Your Business -- Know the Purpose of Your Web Site -- Lead Generation -- Online Sales -- Don't Start Without a Plan -- The Q2C Model-The Genetics of a Great Web Site -- Strong Creative Design and Branding -- Well-Executed Navigation and Information Structure -- Quality Content -- Convenient Functionality and Engaging Interactivity -- Eight Strategic Steps to Developing a Successful Web Site -- Making the Right Choices.

Chapter 5: Campaign Execution -- Working With the Right Channels -- Making Sure You Score Before You Shoot- Campaign Preparation -- Action Item #1: Campaign Foundation -- Action Item #2: Matching the Message With the Desire -- Action Item #3: Make Sure All the Tools Are in Place -- Action Item #4: Monitor, Evaluate, and Modify -- Consistency Is Key! -- Developing a Winning Landing Page -- Tips for Creating Landing Page Content -- Tips for Planning the Layout of Your Landing Page -- Proper Landing Page Execution -- Making PPC Campaigns Work for You -- Strategically Select Your Keywords -- Understand Your Customers -- Don't Use Your Budget So Quickly -- Geo-Targeting Your Campaigns -- Use Landing Pages -- Target Your Customers by Dayparting -- Getting Noticed in the World of Spam -- In-house Versus Outsource E-mail Marketing -- Working With the Right Tools -- Designing Effective E-mail Promotions -- Integrating Your Strategy -- Building Your Opt-in Database -- Learn More About Your Customers -- Chapter 6: Web Analytics-Learn from the Past, Change the Future -- Web Analytics Defined -- Qualitative Studies -- Quantitative Studies -- Key Performance Indicators -- Common Measurements of Performance -- Click-Through Rate -- Unique Visitors -- Time Spent -- Click Stream Analysis -- Single-Page Access -- Total Sales, Leads Generated, or Desired Action Taken -- Customer Conversion Ratio -- Cost per Customer or Customer Acquisition Cost -- Net Dollars per Visitor -- Cost per Visitor -- Average Order Size -- Items per Order -- Shopping Cart and Form Abandonment -- Impact on Offline Sales -- Return on Investment (ROI) -- Monitor What Matters to Your Business -- Determine What Works-A/B Testing as a Start -- Keep It Simple -- Give It Time -- Tracking Your Tests -- Go Deeper-Use It or Lose It -- Bringing It All Together-Use What You've Learned From Other Sources.

Industry Studies and Metrics -- Usability Studies -- Eyetracking Studies -- Competitive Studies -- Customers, Partners, and Affiliates Studies -- Site Performance Studies -- Segmenting Your Target Market -- Choosing a Web Analytics Solution -- Look at Yourself -- Look at Technology -- Look at the Vendor -- Popular Web Analytics Vendors -- Closing Comments on Web Analytics -- Chapter 7: -- Final Thoughts -- Learn From the Success of Others -- Don't Be Scared to Fail -- Forget About the Hits -- Your Neighbor's Kid Can't Do It All -- Take Your Time-Do It Right the First Time (or Second) -- About the Authors.