Applications
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How do Internet marketing communications differ from traditional marketing communications?
Internet marketing differs significantly from conventional marketing communications because of the digital medium used for communications. The Internet and other…
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A strategic approach to Internet marketing
To realise the benefits of Internet marketing that we have described, an organization needs to develop a planned, structured approach.…
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The owners describe the benefits of the improvements to the site as follows
Increased Direct Sales – ‘The new launch increased sales and appealed to a broader audience – young and old’. The…
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What benefits does the Internet provide for the marketer?
At the start of this chapter we described some of the applications of Internet marketing to support communications with customers…
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Defining goals and strategy
When designing a website, an important question to ask is, “Why does this website need to exist?” It seems strange…
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A usability exercise relating to navigation design
Usability testing must be done correctly or you will receive invalid feedback, or feedback that isn’t useful. For example, it’s…
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