The Internet Marketing Plan (Second Edition)

Marketers and advertisers, the world over, are being confronted with a new medium and new communities, and they need to develop new techniques if they are to keep doing business in the Internet age.

Covering everything from getting your site listed on search engines to setting up a corporate e-mail signature block template, the author addresses almost all imaginable aspects of gaining and maintaining an Internet presence. The book teems with examples of how companies are using all components of the Internet to promote business opportunities, not just familiar Web sites. Perhaps even more importantly, it covers things the aspiring Net marketer should not do, such as spamming, although there could be a bit more detail in this section.

A good feature of this book is its relentlessly practical approach. Bayne approaches each section with the attitude that its primary purpose is to fulfil a coordinated marketing plan that has as its goal to establish an in-depth Internet presence, not just putting up a Web page and hoping it will be enough. There are forms to help you analyse different aspects of your plan in a methodical manner, and frequent suggestions for activities you can perform right now - itself a clever tactic for retaining the reader's interest in a wired world where instant gratification is the watchword.

For marketers and advertisers seeking to upgrade from the old world of paper and mass media to the new universe of bandwidth and interaction, this text is an excellent starting point.

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Aldis Ozols

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