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Online marketing can be the most effective communications tool for any organization. At the same time, there are innumerable directions in which one might go astray, so it is critical to understand the do's and don'ts before implementing a campaign. In 10 Online Marketing & Search Engine Essentials Every Executive Needs to Know, Internet industry executive Fergal O'Byrne strives to arm readers with "a mix of common sense coupled with tried and trusted marketing principles applied to the online environment." In essence, he lays out the right way to strategically and successfully undertake such an endeavor. From effective keyword purchasing to the basics of search engines and the finer points of email marketing, it is imperative that today's executive understand how critical such components of an effective campaign can really drive website traffic and accelerate business. Offering key insights into what services are simply "a waste of money" and which are worthwhile, what you mustn't do "under any circumstances," which effective partnerships will increase the reach of your campaign and which will be the only three search engine superpowers in the future, O'Byrne maps it all out for the reader. From FAQs to Do's & Don'ts, with a quick review of the basics, a detailed glossary, illustrative diagrams and a "top ten cheat sheet" for each chapter, this engaging read offers essential insight for anyone striving to develop and execute a winning online campaign.
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