| Description |
1 online resource (xx, 256 pages) : illustrations |
| Physical Medium |
polychrome |
| Description |
text file |
| Note |
Includes index. |
| Summary |
Sharing the secrets of today's most innovative marketers, this book shows how marketers use content to turn Web browsers into buyers, encourage repeat business, and unleash the amazing power of viral marketing. Presented are proven content solutions through a series of in-depth interviews with top marketing pros at 20 of the most successful organizations on the Web today. Their strategies and techniques for using great content to get site visitors to buy, subscribe, apply, join, contribute, return, and recommend are revealed. Additional analysis is provided to help any Web marketer put the most appropriate, effective content marketing solutions to work at their organization. The organizations discussed include The Wall Street Journal Online, Weyerhaeuser, Alcoa, United Parcel Service, Tourism Toronto, and CARE USA. |
| Contents |
""Cover""; ""Title Page""; ""Contents""; ""Figures and Tables""; ""About the Web Page""; ""Preface""; ""Chapter 1: Web Searching and the Teaching Paradox""; ""Online Searching Background""; ""Internet Information Growth""; ""Origins of the Web""; ""Instructional Background""; ""The Teaching Connection""; ""Teaching Simplicity""; ""The State of Web Searching Today""; ""Changing Patterns""; ""Chapter 2: Understanding Our Audience""; ""General Audience Characteristics""; ""Novices""; ""Know-It-Alls""; ""Experienced Users""; ""Pairing Strategies for Hands-OnWorkshops""; ""Audience Assessment"" |
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""Navigation Versus Search Confusion""""Remembering What We Did Not Know""; ""Box Confusion""; ""Address Confusion""; ""Button Confusion""; ""Browser Differences and Problems""; ""Operating System and Hardware Issues""; ""Adaptability and Change""; ""Chapter 3: Choosing an Instructional Session Type""; ""Hands-On Sessions""; ""Advantages""; ""Disadvantages""; ""Facilities""; ""Planning""; ""Exercises""; ""Lecture and Demonstration Sessions""; ""Advantages""; ""Disadvantages""; ""Facilities""; ""Planning""; ""Semi-Online Tutorials""; ""Capturing a Screen Shot Within PowerPoint"" |
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""Course Coverage and DistanceEducation""""Other Settings and Approaches""; ""Chapter 4: Online Tutorials: Friend or Foe?""; ""Advantages""; ""Disadvantages""; ""Issues with Online Tutorials for Web Searching""; ""Search Engine Inconsistencies""; ""Search Feature Changes""; ""Database Changes""; ""Online Tutorial Examples""; ""Web Search Guide Tutorial: Research�Web Searching""; ""Finding Information on the Internet: A Tutorial""; ""Internet Tutorials""; ""LearnAndGo�Searching the Web""; ""Quick Tutorial on Searching the Internet""; ""net. TUTOR: Using Web Search Tools"" |
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""Interactive Tutorials: Internet Search Tips and Mouse Exercise""""Tutorial: Site Clustering and Filtering""; ""The Information Cycle""; ""Information Literacy Online Tutorials""; ""Finding Tutorials""; ""Tutorials: Worth the Effort?""; ""Chapter 5: Organization: Focus, Length, and Goals""; ""Primary Session Focus""; ""Pure Web Searching""; ""Basic Internet Training""; ""Advanced Internet Training""; ""Part of Multiple Sessions""; ""Course-Integrated Bibliographic Instruction""; ""Session Length""; ""Variations in Length""; ""Ideal Length""; ""The Burnout Paradox""; ""Goal Setting"" |
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""A Collection of Goals""""How Many Main Goals?""; ""Specific Objectives""; ""Bringing It All Together""; ""Chapter 6: Terminology""; ""Importance of Terminology""; ""Definitions""; ""Search Engine""; ""Directory""; ""Portal""; ""Metasearch Engine""; ""Ad Bidding Engine""; ""Answer Engine""; ""Metasite""; ""News Search Engine""; ""Opinion Engine""; ""Site Search Engine""; ""Invisible Web""; ""Other Terminology Distinctions""; ""Final Thoughts on Terminology""; ""Chapter 7: Content: Web Search Features""; ""Search Features""; ""Phrase Searching""; ""Boolean Searching""; ""Truncation"" |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Electronic commerce.
|
|
Electronic commerce. |
|
Electronic commerce -- Management.
|
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Electronic commerce -- Management. |
|
World Wide Web.
|
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World Wide Web. |
|
Internet.
|
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Internet. |
| Genre/Form |
Electronic books.
|
| Cover Title |
Ca$hing in with content |
| Other Form: |
Print version: Scott, David Meerman. Cashing in with content. Medford, N.J. : Information Today, ©2005 0910965714 (DLC) 2005012786 (OCoLC)60393060 |
| ISBN |
1573879592 (electronic book) |
|
9781573879590 (electronic book) |
|
9781937290276 (electronic book) |
|
1937290271 (electronic book) |
|
9781937290269 (e-book) |
|
1937290263 (e-book) |
|
9780910965712 |
|
