With millions of Web sites competing for viewers, how do you get the results you’re looking for?
When asked if they are marketing on the Internet, many people say, “Yes, we have a Web site.” However, having a Web site and marketing on the Internet are very different things. Yes, usually you need a Web site to market on the Internet.
However, a Web site is simply a collection of documents, images, and other electronic files that are publicly accessible across the Internet.
Your site should be designed to meet your online objectives and should be developed with your target market in mind. Meanwhile, Internet marketing encompasses all the steps you take to reach your target market online, attract visitors to your Web site, encourage them to buy your products or services, and make them want to come back for more.
Having a Web site is great, but it is meaningless if nobody knows about it. Likewise, having a brilliantly designed product brochure does you little good if it sits in your sales manager’s desk drawer. It is the goal of this book to help you take your Web site out of the desk drawer, into the spotlight, and into the hands of your target market.
You will learn how to formulate an Internet marketing strategy and match it with your objectives, your product or service, and your target market. This chap-ter provides you with an overview of this book and introduces the im-portance of:
