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.