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Book Review: Online Marketing Inside Out by Brandon Eley and Shayne Tilley

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So many businesses have websites, blogs, and are making forays into email marketing and social media, and so many have absolutely no idea what they are doing. It can even be difficult to decide who should handle web marketing — the IT department, the “web guy,” the PR department — none of whom necessarily understand how to set your brand apart on the world wide web.

I personally have a stake in this topic as I sell Pilates ebooks and audios on the web and am always looking for ways to increase exposure and get customers to actually buy something! I have worked with many well known internet sales gurus, but am always looking for new and clearly presented information.

Online Marketing Inside Out appealed to me on several levels. First, my experience is that most Sitepoint publications are clear and useful. Second, the authors have impeccable references, with Eley being the Interactive Director for Kelsey Advertising and Design and Tilley being Sitepoint’s own marketing director. One would hope that these two not only know what they are doing but are effective at communicating their expertise to others!

And they did not disappoint. Need more information on social media and how to use Twitter and Facebook to drive sales? They cover that. How about more information on Email Marketing, Affiliate Marketing, Contextual Advertising, and Search Engine Optimization? It’s in there too!

This book is clear, well organized, and conservative. Using what they present will not take too much time and also will not get you in trouble. Eley and Tilley are very conscious about using best web practices and avoiding any spam or other obnoxious by-products of web marketing gone bad.

While the book may not be as cutting edge as many of the experienced internet folk may want, it seems to me that the intended audience for this book is individuals and businesses who need a basic solid grounding in acceptable and effective web marketing using all current avenues. If you already know these things, and are looking for more spice or more depth, this book may not be for you.

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About Lynda Lippin

  • http://www.sitepoint.com Shayne Tilley

    Thanks for taking the time to share your thoughts on the book. It’s comforting to read that you’ve identified the ideal audience perfectly. This book is not out there on the cutting edge, but the reason we chose this approach is that so many people lack the core basics of effective Online Marketing – and don’t know where to start. It’s also designed to give specialists in say SEO insight into how to implement a balanced marketing plan.

    That said if anyone want to get out on the edge with me — they can always ping me on SitePoint ;)

  • Dave

    I think that Shayne and Brandon have done an excellent job identifting their target audience. So many time you pick up a book like this and it tries to be all things to all people. Not so this book. We see new marketers entering the field everyday having bought courses showing how to make a “cash generating” blog in an hour. But none of them have any idea how hard it is to get traffic to that blog, never mind spend money when they are there. So all-in-all an excellent book.

  • http://www.lyndalippin.com Lynda Lippin

    I agree Dave! Just good basic web marketing info.

  • http://www.projectmoneyguide.com Doug

    I’ll have to take a look at Spirit. Thanks.

  • http://wwo.co.il/ wwO

    i’m on dave’s side too.
    information about online marketing is so assential for people handeling online businesses.

  • Scott Stone

    There are so many complicated (and expensive) marketing programs out there these days. Inside Out is meat and potatoes stuff that anyone involved in online marketing can benefit from. Another great tool to consider is Facebook advertising. Facebook has so much information on their users and that knowledge can really translate into dollars for marketers. Thanks for the information and good luck!

  • http://www.lyndalippin.com Lynda Lippin

    Marketing isn’t as complicated as people make it out to be. Reading and using the information from a book like this is the perfect first step!