Web Marketing Books

The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly

David Meerman Scott

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Subjects -> Business & Investing -> Marketing & Sales -> Marketing -> General
Subjects -> Business & Investing -> Marketing & Sales -> Public Relations

Customer Reviews:
Total reviews: 106 Average rating: 4.5 of 5

Editorial Review:

The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today the rules have changed entirely.

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget ad campaign. Rather than bombard them with advertising they’ll likely ignore, you can focus on getting the right message to the right people at the right time.

When people visit your company’s Web site, they aren’t there to hear your slogan or see your logo again. They want information, interaction, and choice—and you’d be a fool not to give it to them. This one-of-a-kind guide to the future of marketing includes a step-by-step action plan for harnessing the power of the Internet, showing you how to identify audiences, create compelling messages, get those messages to the right people, and lead those consumers into the buying process. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.

Web Analytics: An Hour a Day

Avinash Kaushik

Amazon Price: $19.79 List Price: $29.99 Usually ships in 24 hours By: Sybex Amazon Marketplace: 49 new & used starting at $17.01

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Subjects -> Computers & Internet -> Databases -> Data Mining
Subjects -> Computers & Internet -> Web Development -> Website Architecture & Usability

Customer Reviews:
Total reviews: 60 Average rating: 5.0 of 5

The only book on Web Analytics you'll ever need 5 out of 5 stars.
2 of 2 people found this review helpful.

Technologies evolve, but the PROCESS by which we should collect and analyze online data in order to gain solid, actionable insights will remain constant for the foreseeable future.

I have been fortunate enough to work with some of the smartest online marketers in the business, and, to say the very least, most of these people -- especially those in the analytics community -- seem content to share their expertise in the most confusing and theoretical manner possible. But not Avinash Kaushik. And in "An Hour a Day," Avinash proves why he is the world's most trusted name in analytics: he brings us up to his level without unnecessary jargon, so we can actually understand how to do this stuff!

Without question, this book is required reading for ANY online marketer, business owner, or anyone currently outsourcing their web analytics. (Warning: You may become better at this than the people you're paying to do it for you!)

Have a website you're not properly tracking? You're not alone! Less than a third of e-commerce and B2B sites have sufficient web analytics tracking -- let alone a process by which to glean insight from it -- and it's not the technology's fault. The problem is that most people don't understand the VALUE and NECESSITY of web analytics. They don't realize it's the difference between sink or swim. For most organizations, web analytics is an afterthought; something pawned off to those with technical knowledge when it should really be understood by those who need to use this data to make serious business decisions. Well, folks, those days are over. If all you know about your site is how many page views, uniques, or (*yikes*) "hits" it's getting, you're in much worse shape than you currently realize, simply because you have no idea how much money and attention you're missing out on if you have no clear goals in mind or a system by which to quantify it.

If you're not measuring it properly, how can you ever claim to have an online strategy that's working? How else will you know how successful your campaign is? How else will you know which elements to test and optimize?

Whether you're a beginner or you know just enough about web analytics to be dangerous, you should absolutely buy this book today. The book pays for itself a hundred fold in the very first hour of the very first day.

Editorial Review:

Written by an in-the-trenches practitioner, this step-by-step guide shows you how to implement a successful Web analytics strategy. Web analytics expert Avinash Kaushik, in his thought-provoking style, debunks leading myths and leads you on a path to gaining actionable insights from your analytics efforts. Discover how to move beyond clickstream analysis, why qualitative data should be your focus, and more insights and techniques that will help you develop a customer-centric mindset without sacrificing your company’s bottom line.

Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Click: What Millions of People Are Doing Online and Why it Matters

Bill Tancer

Amazon Price: $17.13 List Price: $25.95 Usually ships in 24 hours By: Hyperion Amazon Marketplace: 49 new & used starting at $14.50

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Customer Reviews:
Total reviews: 42 Average rating: 4.0 of 5

Editorial Review:

What time of year do teenage girls search for prom dresses online? How does the quick adoption of technology affect business success (and how is that related to corn farmers in Iowa)? How do time and money affect the gender of visitors to online dating sites? And how is the Internet itself affecting the way we experience the world? In Click, Bill Tancer takes us behind the scenes into the massive database of online intelligence to reveal the naked truth about how we use the Web, navigate to sites, and search for information--and what all of that says about who we are.

As online directories replace the yellow pages, search engines replace traditional research, and news sites replace newsprint, we are in an age in which we've come to rely tremendously on the Internet--leaving behind a trail of information about ourselves as a culture and the direction in which we are headed. With surprising and practical insight, Tancer demonstrates how the Internet is changing the way we absorb information and how understanding that change can be used to our advantage in business and in life. Click analyzes the new generation of consumerism in a way no other book has before, showing how we use the Internet, and how those trends provide a wealth of market research nearly as vast as the Internet itself. Understanding how we change is integral to our success. After all, we are what we click.

Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions

Tim Ash

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Customer Reviews:
Total reviews: 31 Average rating: 4.5 of 5

Tim Ash is a World Class Professional - the book says it all 5 out of 5 stars.
3 of 3 people found this review helpful.

I traveled 6000 miles from Scotland to the USA to further fulfil my passion for doing Search Engine Marketing for my Scottish client base. I got the chance to actually meet the people behind the books who in our business are seen as the mastering mentors of our profession. through me being an Optimiser in the UK. I had the opportunity to meet Tim Ash, who is a very pleasant and knowledgeable person and this inspired me to buy his book. I have since read cover to cover, and the book is like the person. Since that meeting and reading of his Book Tim even went out his way to answer an email on a burning question I had - now that's commitment! It was an honour getting the chance to meet Tim Ash, the positive reviews here sum him up, so go ahead - get the book and get your website tuned up - today.

Editorial Review:

How much money are you losing because of poor landing page design? In this comprehensive, step-by-step guide, you’ll learn all the skills necessary to dramatically improve your bottom line, including identifying mission critical parts of your website and their true economic value, defining important visitor classes and key conversion tasks,   gaining insight on customer decision-making, uncovering problems with your page and deciding which elements to test, developing an action plan, and avoiding common pitfalls. Includes a companion website and a detailed review of the Google Website Optimizer tool.

ProBlogger: Secrets Blogging Your Way to a Six-Figure Income

Darren Rowse, Chris Garrett

Amazon Price: $16.49 List Price: $24.99 Usually ships in 24 hours By: Wiley Amazon Marketplace: 40 new & used starting at $12.87

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Subjects -> Computers & Internet -> Business & Culture -> Blogging & Blogs
Subjects -> Computers & Internet -> Home Computing -> Internet

Customer Reviews:
Total reviews: 32 Average rating: 4.5 of 5

Editorial Review:

Blogging has become a popular and fascinating pastime for many, but more and more bloggers are finding it can also be an excellent source of direct or indirect income. Although the barriers to starting a blog are low, without expert guidance it is easy to get frustrated when success doesn’t match expectations. Written by the creator of the world’s #1 resource for making money with blogs, ProBlogger takes the reader from absolute beginner to earning money from or as a result of blogging. Through step by step practical lessons the reader will choose a blog topic, analyze the market, set up a blog, promote it and earn revenue.

Unlike other books that are big on potential and theory, ProBlogger provides results based on the authors own experience of what really works through practical, tried and tested advice. Inside readers will learn:

• How Bloggers Make Money
• Direct Income Earning vs. Indirect Income Earning methods
• Why Niches are Important
• Using 20 critical blogging tools
• 20 Ingredients for a successful blog post
• Optimizing advertising
• Which advertising platforms work best
• Expert analysis of Technocrat’s Top Blogs – why they work

and so much more.

Long Tail, The, Revised and Updated Edition: Why the Future of Business is Selling Less of More

Chris Anderson

Amazon Price: $10.85 List Price: $15.95 Usually ships in 24 hours By: Hyperion Amazon Marketplace: 39 new & used starting at $5.99

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Subjects -> Business & Investing -> General

Customer Reviews:
Total reviews: 6 Average rating: 4.0 of 5

The Internet does change everything 5 out of 5 stars.
3 of 4 people found this review helpful.

This is an important book for anyone who wants to understand internet commerce or innovation in services. In addition, "The Long Tail" must be a part of the vocabulary of anyone who wants to talk intelligenly about modern business practices.

The new emphasis on marketing in the new release is a valuable addition to the original.

A current article in HBR attacks the Long Tail on empirical grounds. However, Anderson's response on his website is compelling.

The one quibble with this book is that it is superfluous -- the original essay/article combined with the website covers the issues more fully. However, that said, this book will be more valuable than 90% of the volumes that you have in your business book collection.

Editorial Review:

The New York Times bestseller that introduced the business world to a future that's already here--now in paperback with a new chapter about Long Tail Marketing and a new epilogue.

Winner of the Gerald Loeb Award for Best Business Book of the Year

In the most important business book since The Tipping Point, Chris Anderson shows how the future of commerce and culture isn't in hits, the high-volume head of a traditional demand curve, but in what used to be regarded as misses--the endlessly long tail of that same curve.

"It belongs on the shelf between The Tipping Point and Freakonomics."
--Reed Hastings, CEO, Netflix

"Anderson's insights . . . continue to influence Google's strategic thinking in a profound way."

--Eric Schmidt, CEO, Google

"Anyone who cares about media . . . must read this book."

--Rob Glaser, CEO, RealNetworks

Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business

Jeff Howe

Amazon Price: $17.79 List Price: $26.95 Usually ships in 24 hours By: Crown Business Amazon Marketplace: 41 new & used starting at $13.25

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Subjects -> Business & Investing -> Economics -> Theory
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Total reviews: 4 Average rating: 5.0 of 5

Editorial Review:

“The amount of knowledge and talent dispersed among the human race has always outstripped our capacity to harness it. Crowdsourcing ­corrects that—but in doing so, it also unleashes the forces of creative destruction.”
—From Crowdsourcing

First identified by journalist Jeff Howe in a June 2006 Wired article, “crowdsourcing” describes the process by which the power of the many can be leveraged to accomplish feats that were once the province of the specialized few. Howe reveals that the crowd is more than wise—it’s talented, creative, and stunningly productive. Crowdsourcing activates the transformative power of today’s technology, liberating the latent potential within us all. It’s a perfect meritocracy, where age, gender, race, education, and job history no longer matter; the quality of work is all that counts; and every field is open to people of every imaginable background. If you can perform the service, design the product, or solve the problem, you’ve got the job.

But crowdsourcing has also triggered a dramatic shift in the way work is organized, talent is employed, research is conducted, and products are made and marketed. As the crowd comes to supplant traditional forms of labor, pain and disruption are inevitable.

Jeff Howe delves into both the positive and negative consequences of this intriguing phenomenon. Through extensive reporting from the front lines of this revolution, he employs a brilliant array of stories to look at the economic, cultural, business, and political implications of crowdsourcing. How were a bunch of part-time dabblers in finance able to help an investment company consistently beat the market? Why does Procter & Gamble repeatedly call on enthusiastic amateurs to solve scientific and technical challenges? How can companies as diverse as iStockphoto and Threadless employ just a handful of people, yet generate millions of dollars in revenue every year? The answers lie within these pages.

The blueprint for crowdsourcing originated from a handful of computer programmers who showed that a community of like-minded peers could create better products than a corporate behemoth like Microsoft. Jeff Howe tracks the amazing migration of this new model of production, showing the potential of the Internet to create human networks that can divvy up and make quick work of otherwise overwhelming tasks. One of the most intriguing ideas of Crowdsourcing is that the knowledge to solve intractable problems—a cure for cancer, for instance—may already exist within the warp and weave of this infinite and, as yet, largely untapped resource. But first, Howe proposes, we need to banish preconceived notions of how such problems are solved.

The very concept of crowdsourcing stands at odds with centuries of practice. Yet, for the digital natives soon to enter the workforce, the technologies and principles behind crowdsourcing are perfectly intuitive. This generation collaborates, shares, remixes, and creates with a fluency and ease the rest of us can hardly understand. Crowdsourcing, just now starting to emerge, will in a short time simply be the way things are done.

Click Here to Order: Stories of the World's Most Successful Internet Marketing Entrepreneurs

Joel Comm

Amazon Price: $12.21 List Price: $17.95 Usually ships in 24 hours By: Morgan James Publishing Amazon Marketplace: 26 new & used starting at $10.62

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Customer Reviews:
Total reviews: 22 Average rating: 5.0 of 5

Best read in a long time! 5 out of 5 stars.
2 of 2 people found this review helpful.

I dont get much time to read these days but this was a must for me as it spoke of many people I had read about for two to three years and even bought products from. I took it with me on a recent business trip to Spain (where I am writing this from) and read it cover to cover in two days.

Having bought and implemented Joel's higher priced products with great success in the past, this book at the price he is charging is a no brainer...read it!

What I got out of it personally was a lot more than the actual "guts" itself (which was actually highly motivational and incredibly interesting). What it did for me was to put a background and history to all the people I had been receiving emails from for the past few years.

It made them seem more real, trustworthy, likeable and made me feel more at ease about buying any of their future products. I have been in many areas of sales from multilevel to timeshare to real estate plus a few more and I have developed a rather thick skin and skeptical attitude.

This book took all that away and has motivated me even more to "keep on keeping on"! Nice one Joel!

Nick Stubbs
All Things Photography

Editorial Review:

While the general public is familiar with the larger Internet companies such as Yahoo!, Google, eBay and Amazon, very few are aware that small business is thriving online like never before, especially in the realm of information products. Click Here creates an entertaining and instructive narrative that provides an in-depth look at the unintentionally underground movement known as Infoproduct marketing, and the people who have profited and succeeded in the industry.

eBay 101: Selling on eBay For Part-time or Full-time Income, Beginner to PowerSeller in 90 Days

Steve Weber

Amazon Price: $17.05 List Price: $18.95 Usually ships in 24 hours By: Weber Books Amazon Marketplace: 15 new & used starting at $16.99

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Customer Reviews:
Total reviews: 9 Average rating: 5.0 of 5

I've been a Powerseller on Ebay so I know the information in this one is stellar and here's why 5 out of 5 stars.
47 of 50 people found this review helpful.

I read this book from cover to cover, amazed (and wishing I'd had this one with me when I STARTED on Ebay). What author Steve Weber has done with this book is to gather the information that can take sellers years to learn and created a virtual seller's encyclopedia of tips for selling successfully on Ebay.


What this means to you - the potential seller on Ebay - is the chance to hit the ground running, avoid embarrassing blunders and come across as a professional seller, minimizing fumbles and keeping your customers happy and your profit margin...extremely profitable.

For the relatively modest price of this book, you'll get the expertise of an Ebay seller who has racked up $1.4 million dollars in sales to 130,000 customers. I"m surprised by how much he was willing to disclose, the kind of secrets many sellers hold near and dear.

Not only that but Weber had the wisdom to let other top sellers and users weigh in. They have written specific articles on such important areas as taking great photos, writing top descriptions, 10 major auction mistakes and how to milk market niches for maximum profits (rare fishing lures, vintage clothing or old video games are some examples.

Before you create your first listing, Weber suggests you do some research that I'd call "due diligence" or "taking a trial run to get a feel for Ebay." How do you do this? By being a buyer and actually bidding on items or using the Buy it Now feature to purchase 10 items. I think this is brilliant strategy, allowing potential sellers to get a feel for the buyer's end of things. You'll get a feel for dealing with someone you've probably never met face to face and the sense of novelty that comes from using an online auction site. Once you've been in a buyer's shoes, you have instant knowledge that should make you a better seller.

I wish I had the space to describe all the sections and related material in this book. From registering as a user to timing your auction, expanding your business and finding inventory, Weber explains every aspect of the Ebay selling process.

Consider this: he started out with $80, bought four bags of items and doubled his investment after selling only half of those items! From there he went on to sell enough to move from a tiny one-bedroom apartment to a nice house, all by himself. He makes a convincing case for the fact that if he can do it, so can you. I'm convinced, especially since I've used similar techniques and I know they work - and work well.

PLEASE NOTE: I have had the pleasure of reading and reviewing another of Mr. Weber's books, Plug Your Book. I'm including that information here for full disclosure but I have not ever been paid for any reviews of these books and my opinion is expressly my own. Both books are wonderful. If you are a writer, bookseller or interested in exploring ways to market yourself, books or sell on Ebay, Mr. Weber's books are "must reads". eBay 101: Selling on eBay For Part-time or Full-time Income, Beginner to PowerSeller in 90 Days

AdWords For Dummies (For Dummies (Computer/Tech))

Howie Jacobson

Amazon Price: $16.49 List Price: $24.99 By: For Dummies Amazon Marketplace: 25 new & used starting at $13.26

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Customer Reviews:
Total reviews: 47 Average rating: 5.0 of 5

An Excellent Introduction to Adwords 5 out of 5 stars.
2 of 2 people found this review helpful.

I've recently begun an Adwords project and found that this was very helpful in getting me started. It also provides many ideas and resources for future improvements of my usage.

Editorial Review:

• AdWords lets every business-from eBay PowerSellers to Fortune 500 companies-create targeted, cost-efficient advertising campaigns on the Web, and accounts for the bulk of Google's $6 billion in annual revenues
• This all-new guide helps advertisers get a handle on AdWords complexities and nuances, adopt AdWords best practices, and turn clicks into ka-ching!
• Topics covered include conducting quick and cheap market research, crafting a message that cuts through the clutter, choosing AdWords settings, bidding on keywords, setting a maximum daily spend, improving the Web page that an ad points to, testing strategies, tracking results, and using Web analytics tools
• Includes an exclusive offer from Google-AdWords credits equivalent to the price of the book-plus a companion Web site with up-to-the-minute AdWords tips and tricks, narrated video walkthroughs, and free trials of the author's software