This textbook provides a clear and practice-oriented overview of the basics of online marketing. Short learning units, clear didactic modules and the accompanying learning control ensure a sustainable transfer of knowledge. It is thus aimed at all those who deal with questions of online marketing in the context of their education and training (also as a minor subject) as well as their professional practice. (Verlagstext)
Contents
1 Instruments, Success Factors and Goals of Online Marketing.... 1
1.1 Instruments of Online Marketing....................................................................... 2
1.2 Development ofOnline Marketing.................................................................... 7
1.3 Success Factors and Design Options for Online Marketing............................ 12
1.4 General Expectations and Motives of Online Users......................................... 26
1.5 Learning Control.................................................................................................... 39
2 Online Marketing Concept............................................................. 41
2.1 Classification of Online Marketing in Classic Marketing................................. 42
2.2 Planning the Online Marketing Deployment................................................... 44
2.3 Learning Control................................................................................................... 65
3 Instruments of Online Marketing.................................................. 67
3.1 Introductory Remarks on Online Marketing Tools........................................... 69
3.2 Corporate Website................................................................................................ 73
3.2.1 Development of a Corporate Website.................................................................. 73
3.2.2 Ensuring the Performance of a Corporate Website............................................. 82
3.2.3 Frequency Building for a Corporate Website....................................................... 86
3.3 Online Advertising................................................................................................ 90
3.3.1 Formats and Measurement Criteria of Online Advertising................................ 90
3.3.2 Search Engine Advertising (SEA).......................................................................... 100
3.3.3 Affiliate Marketing................................................................................................. 107
3.3.4 Other Aspects ofOnline Advertising................................................................... 112
3.4 Search Engine Optimization (SEO)..................................................................... 113
3.4.1 Basics of Search Engine Optimization.................................................................. 113
3.4.2 On-Site and Off-Site Search Engine Optimization.............................................. 116
3.5 E-Mail Marketing.................................................................................................. 126
3.5.1 Basics of e-Mail Marketing.................................................................................... 126
3.5.2 Success Factors of e-Mail Marketing.................................................................... 132
3.6 Mobile Marketing.................................................................................................. 140
3.6.1 Basics of Mobile Marketing.................................................................................... 141
3.6.2 Fields of Application of Mobile Marketing........................................................... 143
3.6.3 Challenges ofVoice Marketing.............................................................................. 146
3.7 Social Media Marketing....................................................................................... 149
3.7.1 Social Media and Social Media Marketing........................................................... 149
3.7.2 Forms and Goals of Social Media Marketing....................................................... 158
3.7.3 Platforms for the Use of Social Media Marketing................................................ 163
3.7.4 Controlling of Social Media Marketing................................................................. 174
3.8 Learning Control..................................................................................................... 176
4 e-Commerce..................................................................................... 179
4.1 Basics and Forms of e-Commerce....................................................................... 180
4.2 Information Logistics............................................................................................ 184
4.3 Merchandise Logistics.......................................................................................... 187
4.4 Financial Logistics................................................................................................. 188
4.5 Design ofthe Communicative and Distributive Multi- or Omni-Channel Approach..... 188
4.6 Form e-Commerce to m-Commerce and s-Commerce.................................... 195
4.7 Learning Control.................................................................................................... 197
Supplementary Information
Glossary.................................................................................................................. 200
Literature................................................................................................................ 244