A study of Marketing and Online Marketing tools which improve online success

Max Adler Salzhemmendorf Webdesign

Table of contents

Abstract
List of abbreviations

1. Introduction

2. Online Marketing
2.1 Definition
2.2 Objectives
2.3 Marketing strategies
2.3.1 Structure of a marketing strategy
2.3.2 Push Strategy vs. Pull Strategy
2.4 Instrumental view of online marketing
2.4.1 Product policy
2.4.2 Price policy
2.4.3 Distribution policy
2.4.4 Communications policy
2.5 Advertising on the internet
2.6 Ten rules for a successful online marketing
2.7 Internet project management

3. Methodology

4. Online marketing tools
4.1 Web sites & Usability
4.1.1 Functionality
4.1.2 Design
4.2 Email Marketing
4.2.1 Email
4.2.2 RSS-Feeds
4.3 Search Engine Marketing (SEM)
4.3.1 Introduction
4.3.2 Search Engine Advertising (SEA)
4.3.2.1 Overview about SEA
4.3.2.2 Planning a SEA campaign
4.3.2.3 SEA Products
4.3.2.4 Disadvantages of SEA
4.3.3 Search Engine Optimisation (SEO)
4.3.3.1 Introduction
4.3.3.2 Search engine algorithm
4.3.3.3 On-page optimisation
4.3.3.4 Off-page optimisation
4.3.3.5 Negative SEO drivers
4.4 Other Online Marketing tools
4.4.1 Banner and Pop ups
4.4.2 Link Exchange
4.4.3 Social Marketing
4.4.4 Affiliate Marketing
4.4.5 Blogs
4.5 Web Controlling
4.5.1 Definition
4.5.2 Key figures
4.5.3 Methods
4.5.4 Web Controlling Software

5. Conclusion

Reference list
Bibliography
Appendices

Author: Max Adler, University of Lincoln, 25. March 2010

Download this dissertation as a pdf-file for free