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Title:
World Wide Web Marketing: Integrating the Web into Your Marketing Strategy (2nd Ed)
Review:
If Web time is counted in dog years, it is nearly 28 years since I
read the first edition of this book. At the time, in early 1996, it
succeeded in making sense of the chaos that was Internet marketing.
It is testament to Jim Sterne's knowledge of his subject that the
first edition was packed with evergreen advice that still rings
true years later.
Internet marketing is a huge subject so any book can only attempt to
cover the tip of the iceberg. Jim's approach is refreshing in that
while he admits to being enthralled by technology, his main interest
is divining how it can best be used to achieve business objectives.
Common sense prevails throughout as is evidenced by the quote
"The (Internet) game will go to those who come up with unique
services. If you have to choose between fun, interesting or useful,
useful wins every time. Hands down.".
In the second edition, Customer Service is explored using email,
newsgroups and the Web with useful advice about adopting an email
policy and generating FAQs (Frequently Asked Questions). Sections
on interactivity and feedback give a good overview of these important
areas, as does a chapter on Value-Added Marketing, which discusses
how to unearth a company's added value. There is a detailed section
on how to attract attention to a Website while avoiding spamming
and other breaches of Netiquette.
The usability section has been expanded as much has happened in this
area. Navigational tools should be organised to accommodate smaller
screens by allowing quick traversing without scrolling. Examples of
good navigation are given. Information people, often experiencing
the annoyance of Websites with poor search functionality, will
appreciate the overview of alternatives such as hyperbolic trees
and cones of links. There is a discussion about the optimum number
of choices to give a user, which is based on people remembering
simultaneously seven items plus or minus two.
Overall, I would recommend World Wide Web Marketing for people new
to creating a Website from a business perspective, or for more
experienced business people who would benefit from a refresher
grounded in good business sense.
Free Pint Reviewer:
Nicola Garrett has worked in marketing and consulting within the
information/Internet industry in both UK and Ireland. She is a
Senior Consultant with Nua in Dublin, Ireland. Nua is an Internet
consulting and development company, which specialises in Web content
management solutions. Using its proven tools and methodologies Nua
enables large organisations to successfully publish and manage their
information in an online environment. Online every organisation
becomes a publisher. Nua helps companies succeed in publishing
information online.
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