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Readingsample Galileo Computing Erfolgreiche Websites SEO, SEM, Online-Marketing, Usability Bearbeitet von Esther Düweke, Stefan Rabsch erweitert 2012. Buch. ca. 866 S. ISBN 978 3 8362 1871 9 Format (B x L): 16,8 x 24 cm Wirtschaft > Spezielle Betriebswirtschaft > E-Commerce, E-Business, E-Marketing schnell und portofrei erhältlich bei Die Online-Fachbuchhandlung beck-shop.de ist spezialisiert auf Fachbücher, insbesondere Recht, Steuern und Wirtschaft. Im Sortiment finden Sie alle Medien (Bücher, Zeitschriften, CDs, eBooks, etc.) aller Verlage. Ergänzt wird das Programm durch Services wie Neuerscheinungsdienst oder Zusammenstellungen von Büchern zu Sonderpreisen. Der Shop führt mehr als 8 Millionen Produkte. Esther Düweke, Stefan Rabsch Erfolgreiche Websites SEO, SEM, Online-Marketing, Usability Auf einen Blick Auf einen Blick 1 Der Weg zur erfolgreichen Website ................................................................ 29 2 Online-Marketing – Werben im Internet ..................................................... 71 3 E-Mail- und Newsletter-Marketing – wirksame direkte Ansprache .... 125 4 Social Media Marketing ....................................................................................... 155 5 Online-PR – Presse- und Öffentlichkeitsarbeit im Internet .................... 219 6 Videomarketing ..................................................................................................... 241 7 Mobile Marketing .................................................................................................. 269 8 Virales Marketing und Guerilla-Marketing im Internet ........................... 291 9 Crossmedia-Marketing ........................................................................................ 307 10 Suchmaschinen – finden und gefunden werden ........................................ 327 11 Suchmaschinenwerbung (SEM) ........................................................................ 361 12 Suchmaschinenoptimierung (SEO) .................................................................. 487 13 Zielgruppen und Targeting ................................................................................ 559 14 Kundenbindung (CRM) ........................................................................................ 577 15 Usability – benutzerfreundliche Websites ................................................... 591 16 Conversionrate-Optimierung – aus Besuchern Käufer machen ............ 675 17 Testverfahren .......................................................................................................... 721 18 Web-Analytics – Websites unter die Lupe nehmen ................................... 749 19 Monetarisierung – Einnahmen mit der Website erzielen ....................... 777 20 Aktuelle Situation und Ausblick ....................................................................... 801 A Weiterführende Informationen ........................................................................ 811 B Meilensteine des Internetmarketings ............................................................ 829 CWebsite-Glossar..................................................................................................... 837 Inhalt Inhalt Website-Experten geben Auskunft ............................................................................................... 17 Vorwort ................................................................................................................................................... 21 Danke ...................................................................................................................................................... 27 1 Der Weg zur erfolgreichen Website 29 1.1 Die richtige Strategie für Ihre Website ............................................................. 29 1.2 Einführung und Übersicht über die Marketingkanäle .................................. 35 1.3 Zehn Dinge, die man grundlegend falsch machen kann – Grundregeln, um Anfängerfehler zu vermeiden ............................................ 39 1.3.1 Instabiles Website-Grundgerüst ............................................................ 39 1.3.2 Die falsche Zielgruppe ............................................................................. 42 1.3.3 Website-Steuerung im Blindflug ........................................................... 45 1.3.4 Die größten Usability-Fehler – benutzerunfreundliche Webseiten ....................................................... 46 1.3.5 Suchmaschinenunfreundliche Webseiten ............................................ 53 1.3.6 Ineffiziente Suchmaschinenwerbung ................................................... 54 1.3.7 Misslungenes Bannermarketing ............................................................ 58 1.3.8 Unwirksames E-Mail-Marketing ............................................................ 60 1.3.9 Unentdecktes Potenzial .......................................................................... 63 1.3.10 Unzureichende Monetarisierung ........................................................... 66 1.4 Online-Marketing per Agentur .......................................................................... 67 2 Online-Marketing – Werben im Internet 71 2.1 Präsenz im Netz – gelungenes Bannermarketing .......................................... 71 2.1.1 Bannerwirkung ........................................................................................ 73 2.1.2 Bannerarten – muss es immer Flash sein? ........................................... 75 2.1.3 Bannergrößen – welches Format verwenden? ..................................... 80 2.1.4 AdServer – effektives Aussteuern von Bannern ................................... 82 2.1.5 Abrechnungsmodelle .............................................................................. 86 2.1.6 AdBlocker .................................................................................................. 87 2.1.7 Marktvolumen ......................................................................................... 89 5 Inhalt 2.1.8 Bannermarketing mit dem Display-Netzwerk von Google ................. 90 2.1.9 Remarketing ............................................................................................. 100 2.2 Eine Hand wäscht die andere – effektives Affiliate-Marketing .................. 105 2.2.1 Funktionsweise – wer profitiert wie? .................................................... 106 2.2.2 Affiliate-Netzwerke – die Unparteiischen ............................................ 108 2.2.3 Werbemittel – wie kann geworben werden? ....................................... 113 2.2.4 Tracking – wie wird Erfolg gemessen? .................................................. 114 2.2.5 Vergütungsmodelle – ein Geschäft, das sich lohnt ............................. 118 2.2.6 Gefahrenquellen ...................................................................................... 120 2.2.7 Marktentwicklung und -ausblick ........................................................... 122 2.3 Online-Marketing (Bannermarketing) to go ................................................... 122 2.4 Checkliste Online-Marketing .............................................................................. 123 3 E-Mail- und Newsletter-Marketing – wirksame direkte Ansprache 125 3.1 E-Mail-Marketing zur direkten Kundenansprache ........................................ 125 3.1.1 Arten von E-Mail-Kampagnen ................................................................ 126 3.1.2 Auf- und Ausbau von E-Mail-Empfängern ............................................ 130 3.1.3 Targeting – die richtige Zielgruppe per E-Mail erreichen .................... 132 3.2 Die richtigen Worte – der Inhalt des Mailings ................................................ 136 3.3 Der richtige Moment – Versandfrequenz ........................................................ 140 3.4 Technische Aspekte des E-Mail-Marketings .................................................... 141 3.4.1 HTML vs. Text ........................................................................................... 142 3.4.2 Newsletter-Versand ................................................................................ 144 3.4.3 Erfolgskontrolle und Tracking-Möglichkeiten ...................................... 146 3.5 Dos and Don'ts – juristische Aspekte ................................................................ 147 3.6 E-Mail- und Newsletter-Marketing to go ........................................................ 152 3.7 Checkliste E-Mail- und Newsletter-Marketing ............................................... 153 4 Social Media Marketing 155 4.1 Einstieg in Social Media – vom Monolog zum Dialog ................................... 155 4.2 Social-Media-Strategie ........................................................................................ 157 6 Inhalt 4.3 Logbücher im Web 2.0 – Blogs ........................................................................... 159 4.4 Erfolgsfaktoren für das Blogmarketing ............................................................ 161 4.4.1 Kommentare und Feedback ................................................................... 163 4.4.2 Foren vs. Blogs .......................................................................................... 163 4.5 Digitales Gezwitscher – Twitter ......................................................................... 164 4.5.1 Twitter-Nutzung für Unternehmen ...................................................... 171 4.5.2 Werbung schalten per Twitter – Promoted Products .........................
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