Technology
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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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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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The difference between print design and web design
Print involves seeing; the web involves doing. Books, magazines, posters, newspapers, brochures, and advertisements all contain information, usually text and…
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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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The business of web design
There is an interlocking relationship between the budget of a site and its scope and timeline. A change in one element…
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Services-oriented relationship-building web site
Provides information to stimulate purchase and build relationships. Products are not typically available for purchase online. Information is provided through…
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E-commerce and e-business defined
The terms ‘e-commerce’ and ‘e-business’ are often used in a similar context to ‘Internet marketing’ but their scope is different.…
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