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We ve found the following books useful (listed alphabetically by author):
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Tested Advertising Methods, Fifth Edition, by John Caples (Prentice Hall, 1998). This is a standard handbook for advertising. How to Master the Art of Selling, by Tom Hopkins (Business Plus, 2005). Excellent book on how to sell. Phrases That Sell, by Werz and Germain (McGraw-Hill, 1998). Over 5000 phrases divided into some 80 categories that have worked for decades in many forms of advertising. The book also includes two chapters on how to write ads. Ziglar on Selling: The Ultimate Handbook for the Complete Sales Professional, by Zig Ziglar (Thomas Nelson, 2007). It s much cheaper to close the leads you have than to get more leads. E-commerce is just a modern form of sales, and the basics haven t changed. For a handbook on closing sales, see Secrets of Closing the Sale, by Zig Ziglar (Revell Press, 2003).
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Because integrated marketing cuts across so many areas (business, marketing, sales, analytics, SEO, PPC, and so on), we ve collected some of the most common terms here.
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Term A/B Split Testing Context Marketing Definition Testing method used in marketing to find which ad performs better. Test two (or more) ads on the same audience and see which ad produces more conversions. A lead converts into a buyer when he performs a defined action. Actions include register an account, subscribe to a newsletter, buy a product, download a PDF, and so on. The landing page should have a clear action for the visitor. See Conversion. Tools that analyze and compare customer activity in order to make business decisions and increase sales. Analytics tools can report the number of conversions, the keywords that brought conversions, the sites that sent converting traffic, conversion by campaign, and so on. Analytics tools include Unica, Omniture, CoreMetrics, Google Analytics, and Microsoft Analytics. See also Business Intelligence. The text in the clickable part of a URL. For example, in the link <a href=http://www.Koi-Planet.com>Visit Koi Planet </a>, the Visit Koi Planet part is the anchor text. Software services can be offered via an ASP model. The software is hosted on the developer s website and the clients often pay a license fee to use the software. For example, Google Analytics is ASP software. In contrast, some software is sold as installable software (on a disk). Software tools that gather, store, and analyze business data to help companies make business decisions. BI tools include Business Objects, Cognos, and Hyperion. Enterprise-level analytics tools allow you to create rules that automatically manage actions in the analytics. If a condition is met, a rule is triggered. This turns the analytics tool into automated decision-making. Omniture and Unica include business rules. In a landing page, clearly state to your visitor what you want him to do, such as buy a product, download a PDF, and so on. You promote your products via distribution channels. Channels include radio, PPC, TV, newspapers, bulk e-mail, podcasting, SEO, blogs, and so on. A visitor s path on your website as they move from page to page.
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Analytics
Analytics
Anchor Text
Application Service Provider (ASP)
Analytics
Business Intelligence (BI) Business Rules
Business
Analytics
Call-to-Action Channels
Marketing Marketing
Click Stream
Analytics
Glossary
Term Click-Through Rate (CTR) Close Close Rate (CR)
Context PPC Marketing KPI
Definition If an ad is displayed 100 times and 20 people click on it, that s a 20% CTR. When you make a sale, you close a customer. The ratio of how many leads turn into customers. If you have 100 leads and 25 turn into customers, your close rate is 25%. Also called the conversion rate. A commodity is a product that is available from multiple suppliers. Table salt is a commodity. In a commodity market, producers and vendors generally compete on price. If you have many competitors, you either sell at the lowest price, launch a marketing campaign to develop a brand (an identity), or add a unique value, such as extended warranties. By using a USP (see Unique Selling Proposition), you can decommodify the product and increase the price. See Differentiation and Disintermediation. When a visitor makes a successful conversion (he fills out a form, he buys a product), a confirmation page appears. It says Your order was successful. You place conversion-tracking code on that page so you can track conversions. This is often called a thank-you page. A conversion is a successful action by a visitor. If a visitor buys a product, he converts from visitor to customer. See Action. Cookies are small files a website puts on your computer to store information about your actions that can be accessed in later sessions. The cost for an action (or conversion). Divide the campaign costs by the number of actions to get the CPA. The cost for a click. Divide the campaign costs by the number of clicks to get the CPC. The cost for a lead. Divide the campaign costs by the number of leads to get the CPL. (CPM, where M is thousand in Latin) The cost of an ad measured by blocks of 1000 impressions. For example, if a newspaper ad is shown to 80,000 readers, that s 80 blocks of 1000 readers. CPMs are priced in dollars, such as $2 per CPM. The ability to distribute a unified campaign across multiple channels. Instead of just using PPC, you use PPC, radio, bulk e-mail, newspapers, TV, and similar. Use CRM tools to manage customers to maximize profitability and service. A CRM system contains customer information, such as customer actions, purchase history, and customer preferences. Ideally, a company can tie together the analytics, BI, and CRM.
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