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Title:
Dan Janal's Guide to Marketing on the Internet
Review:
"Online marketing is a new branch of an old tree". How true! There's
nothing new under the sun and many people who view the Internet and
its related technologies as a totally new medium, and have
corresponding doubts and fears about how to approach it and benefit
from it, will have those dispelled by this book.
Dan Janal's Guide to Internet Marketing is a comprehensive, but clear
and non-technical breakdown of online marketing strategy, website
design for promotion, customer relationship management, copy writing
for the online consumer, web PR, advertising, market research on the
Net, and much more. His explanation of the paradigms of the 'new'
marketing and their incorporation into existing marketing plans,
corporate policy and responsibility, and advertising, is clear and
precise. Coupled with the enforcement of the message that the
Internet brings one-to-one relationships closer to all businesses, his
explanations and descriptions will be welcome not only to those just
entering the arena, but also act as timely reminders to those with
experience who are suffering the Internet blight of information
overload!
Dan was part of the team responsible for the PR and promotion at the
launch of America Online 15 years ago. His wide experience with
corporate sites, non-profit making sites, entrepreneurs, at
conferences, and at 'ground level' through his website
<http://www.janal.com>, and consultancy show clearly in this book.
Case studies and examples of technologies/tools available occur
throughout this book, and his 103 reasons for being online are useful
pointers to consider in extending your Internet presence to include
further products, methods of delivery of information to target
audiences, developing your business and marketing plans etc.
Dan reiterates the valid point that the surfing consumer is first and
foremost looking for information, and not hard sell or persuasion.
His words should have all of us reaching for our FTP clients to upload
facts, figures, surveys, reports, text, images and interactivity about
our products to our websites immediately!
Although several topics are covered thinly in this book (eg website
promotion) there are plenty of other books, such as the Poor Richard
and Guerrilla series, which cover these topics in more depth. As a
reference book for established and successful marketing techniques,
this is worth adding to your bookshelf if you are serious about
bringing your products and services to the attention of an
international consumer base.
I feel this book will have a fairly long shelf life, even in this
fast-changing world of the Internet, which is not true of some of the
other marketing books on my bookshelf!
Free Pint Reviewer:
Lindsey Annison is a Web PR Consultant with Cybersavvy UK,
conducting website quality appraisals, online PR and promotional
campaigns for SME's around the world. Details of campaigns, free
articles, advice on search engines, META tags etc can be found on the
website at <http://www.webpr.co.uk>.
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