eMarketing - The Essential Guide to Online Marketing.pdf - e-marketing - wirecode

reviews for eMarketing:

the essential guide to online marketing irst edition

“Quirk’s eMarketing handbook covers all the most important concepts which are

necessary for eMarketing excellence today. I would highly recommend it as both a

study guide and a practitioner’s reference manual. Congratulations to the QuirkStars

on all the thought, research and work that has obviously gone into this.”

Dave Duarte, founder and director of Nomadic Marketing, UCT Graduate School of

Business

“WOW! It is an inspiration to see such a well written and truly essential guide to online

marketing being written by South Africans! eMarketing:TheEssentialGuidetoOnline

Marketing should be read and referenced by every smart marketer who is dealing with

the complicated world of eMarketing.”

Bronwen Auret, Online Marketing Specialist, South African Tourism

“The perfect starting point for anyone entering the world of online marketing…. truly

impressive.”

Stafford Masie, Country Manager, Google South Africa

“I’ve known Quirk for many years and it’s very exciting to see all their experience

distilled into this textbook. Furthermore, their contribution to Open Education by

licensing this book under Creative Commons is an initiative I strongly support. Read

this book.”

Scott Gray, Interactive Marketing, BMW South Africa

Second Edition

eMarketing: The Essential Guide to Online Marketing

By Rob Stokes

Compiled by Sarah Blake

First published 2008 by Quirk eMarketing (Pty) Ltd.

This book is published under the Creative Commons Attribution-Noncommercial-No

Derivative Works 3.0 Unported License. This means that you can share and distribute this

work and you can even modify it, as long as you do not use it for commercial gain, you share

all modiications and you credit Quirk eMarketing (Pty) Ltd. For more information, you can

visit www.creativecommons.org or www.quirk.biz/emarketingtextbook .

ISBN: 978-0-620-43063-0

eMarketing: The Essential Guide to Online Marketing

Second Edition

Book design and typesetting by Solveig Bosch. Cover illustration inspired by Craig Raw and

design and illustration by Peter Lehto.

by Rob Stokes

We’ve used the font DIN in this book and it is printed in South Africa on recycled paper by

Shumani Printers ( www.shumaniprinters.com ).

compiled by Sarah Blake

Trademarks

All terms or names used in this book that are known to be trademarks or service marks have

been appropriately capitalised. Quirk eMarketing (Pty) Ltd cannot attest to the accuracy of

this information. Use of a term in this book should not be regarded as affecting the validity of

any trademark or service mark.

We have also made every effort to obtain permission for and to acknowledge copyright

material. Should any infringement of copyright have occurred, please contact us and every

effort will be made to rectify omissions or errors in the event of a reprint or new edition. You

can contact us on textbook@quirk.biz .

Warning and Disclaimer

Every effort has been made to make this book as complete and accurate as possible, but

no warranties regarding its contents, whether fact, speculation or opinion, are made nor

is itness for any use implied. The information provided is on an “as is” basis. The author,

compiler and Quirk eMarketing (Pty) Ltd shall have neither liability nor responsibility to any

person or entity with respect to any loss or damages arising from the information contained

in this book. Full details of Quirk eMarketing (Pty) Ltd may be obtained via its web site

( www.quirk.biz ) or may be requested directly at textbook@quirk.biz .

pre face

When writing the preface to the irst edition of eMarketing, I mused on some of Quirk’s

milestones. In fact, when I started Quirk almost 10 years ago, it was yet another one of

my crazy entrepreneurial adventures. I had little idea back then of what Quirk would

grow into today.

There are key moments that stand out for me as having shaped Quirk. I count the

joining of Craig Raw and Janine Carpenter and the experiences learned in building

our irst email application in the early days of Quirk as two of them. But there is one

incident that started a journey for me personally; in 2001 a fantastic man named Colin

Palmer invited me to give a talk on email marketing at a Direct Marketing Association

breakfast. It was my irst real public speaking experience and I was scared witless, but

I had a lot of fun.

But it was Colin’s next invitation when the education bug really bit me. He invited me

to lecture to his third year Business Science Marketing students at the University of

Cape Town. I had been in that very class only two years before, so I began the lecture

with a mix of nerves and excitement. Two things happened at the end of the lecture

that changed me. The irst was the questions from the students. Some were easy, but

some really challenged me and I found myself having to think in ways I didn’t expect.

The second was a student who came up to me and thanked me for the lecture, and told

me she had learned something valuable. That is still one of the greatest experiences

I have ever had.

Sadly, Colin passed away a few years later, but I learned a huge amount from him in

the time that I knew him and for that I am very grateful. He showed me how rewarding

it is to give someone knowledge; it was enlightening. Thank you, Colin.

From that day on I was hooked. I am passionate about online marketing and I wanted

to tell the world and have them share my passion. This has led me to all manner of

teaching experiences, from awesome post graduate marketing schools like Red and

Yellow in Cape Town, to conferences on the other side of the planet.

Over the years, Quirk has continued to grow as a busy agency, meaning my time has

become more and more scarce. I’ve had to embrace fewer of the speaking and teaching

opportunities that I would have liked. Thankfully I seem to have infected many of the

QuirkStars to carry the torch without me and Quirk has become a company where we

are all passionate about sharing our knowledge.

Since Quirk’s inception, we have been steadily building a huge amount of informative

content around the various elements of online marketing. This turned into our

eMarketing 101 series, almost a mini version of this book. When I read about the

Open Education Declaration in September 2007, I knew exactly what Quirk should

do. We needed to take all our knowledge, experience and educational content and

create a textbook that we could share with the world by licensing it under Creative

Commons. The Open Education Declaration was signed in Cape Town and it aims to

accelerate efforts to promote open educational resources, technology and teaching

practices. Quirk has always been an agency fanatical about Open Source technology,

and this seemed a perfect it. It’s almost a culmination of everything we stand for as

a company.

the second edition

When we published the irst edition midway through 2008, we thought we had printed

enough books to last us a year, at which point we would publish an updated version

with new content. Well, less than 6 months later I’m amazed that the entire irst edition

has been sold. Not only that, over 50 000 people have downloaded the book from our

web site and it’s already in use in many universities around the world.

So, in time for the 2009 academic year, we are publishing the second edition. It

contains four new chapters: eMarketing strategy, online market research, customer

relationship management and mobile marketing. It also contains six new case studies

as well as general updates across all the existing chapters.

Because things evolve so fast in this crazy world of eMarketing, it is our goal from here

to update the book digitally every six months and print a new version once a year. This

is the beginning of that process that needs to involve you just as much as it involves us.

We have already had many students and educators sign up on our site and contribute

to the growth of the book, and if you haven’t done so already I would encourage you to

do the same. With its Creative Commons license, this book is a community resource

and we need your help as our community to ensure that it’s as useful, accurate and

relevant as it can be.

So once again here we are with a book that I’m terribly proud of. As I said with the irst

edition, it’s been much harder than we thought to put it together with many late nights

and missed deadlines, but every minute has been worth it. In particular, I should point

out the tireless work of the lovely Sarah Blake. Without her, this book could not have

come together like it has. Not only did she write a huge amount of it, but she has been

instrumental in ensuring that we can make this contribution to education with the

conidence that we are doing something of the highest quality.

From the bottom of my heart I want to thank my team and everyone who has helped to

make this idea a reality. I’ve been involved with many exciting clients and projects over

the lifetime of Quirk, but I can honestly say this is the project I am most proud of. This

book is a distillation of all of Quirk’s knowledge and to be able to offer it to all without

boundaries and limitations is a privilege. I can only hope that others follow across all

spheres of education and understanding. I believe education is the one thing that can

change the world and in particular my South Africa. It’s up to those with knowledge to

do what they can to put it in the hands of others.

Please enjoy our book and share it with others…

Rob Stokes

vii

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