Marketing Online – Estrategias para ganar clientes en Internet

Table of Contents

About the Authors

Introduction

What will you find in this book?
Who is this book for?

Chapter 1. Why an Internet Marketing Plan?

1.1. Insights on online marketing

1.2. Evolution of the environment: Toward Web 2.0

1.2.1. From potential customers to multiple target audiences
1.2.2. Traffic sources diversify
1.2.3. Content generation and dissemination are decentralized
1.2.4. From page views to the conversion funnel

1.3. The online marketing plan: The roadmap for navigating turbulent waters

1.3.1. Defining objectives: The starting point of every marketing plan

Your Web must also have tactical objectives to fulfill and a way to evaluate them

1.3.2. Defining target audiences
1.3.3. Defining tactical objectives

Objectives for the “Potential Customers” target audience
Objectives for the “Current Customers” target audience
Objectives for the “Distributors” target audience

1.4. Choosing the right strategy for each objective

1.4.1. Traffic attraction: SEO, SEM, and banners
1.4.2. Converting traffic into customers: Usability and design
1.4.3. Customer loyalty or permission marketing
1.4.4. Converting loyal customers into brand advocates
1.4.5. Establishing a virtuous circle

1.5. Allocating resources and deadlines

1.6. How to measure the success of our online marketing plan

1.6.1. Identifying Key Performance Indicators (KPIs)
1.6.2. Measuring website performance

Interpreting traffic statistics: From data to knowledge

1.7. It’s time to start

Chapter 2. From the Showcase-Web to the Online Business Unit

2.1. Insights on the evolution of corporate presence on the Net

2.2. Keys to a high-performance website

2.2.1. Usability
2.2.2. Indexability
2.2.3. Sociability
2.2.4. Accessibility and compatibility

2.3. Website creation: CMS or custom development

2.3.1. Custom website development

Vendor selection
Programming rights
Server technologies
Specifications definition
Timeline and monitoring
Development phases
Project acceptance
Warranties and maintenance

2.3.2. Website development with a Content Management System (CMS)
2.3.3. Making the CMS the best SEO tool

2.4. How to choose a good domain

2.5. How to decide where to host your online business

2.5.1. Housing, dedicated servers, or shared servers
2.5.2. Domain and hosting: Where do you want to geolocate your website?
2.5.3. So… where is my website?

2.6. Resources on website creation

Chapter 3. Web Usability

3.1. Insights on web usability

3.2. What is usability and why is it important for your website?

3.2.1. New website approach
3.2.2. What is usability and why is it important for your website?

Specific users
Achieving goals
Usage scenarios
User satisfaction/positive user experience

3.2.3. User-centered web design

3.3. Analysis

3.4. Information Architecture

3.4.1. Types of structure for a website

The sequential model
The hierarchical model
The network model

3.4.2. Conceptual design from card sorting
3.4.3. Content organization on the server

Copying Hop-o’-My-Thumb (Breadcrumbs)

3.5. Visual design and page structure

3.6. Prototype evaluation

3.6.1. Heuristic analysis
3.6.2. User evaluation

3.7. Implementation and publication
3.8. References and resources on web usability

Chapter 4. Web Accessibility and Compatibility

4.1. Insights on web accessibility and compatibility
4.2. What is web accessibility?
4.3. Main access limitations

4.4. Web accessibility guidelines

4.4.1. Who must respect accessibility guidelines
4.4.2. WCAG guidelines quick reference list
4.4.3. Compliance criteria for accessibility guidelines
4.4.4. Accessibility guidelines, a legal requirement pending application

4.5. Benefits of respecting accessibility recommendations
4.6. Web accessibility testing tools

4.6.1. TAW: Web Accessibility Test
4.6.2. HERA: Web Accessibility Test

4.7. Basic recommendations for web accessibility
4.8. References and resources on web accessibility and compatibility

Chapter 5. Conversion: How to Turn Web Visits into Profitable Customers?

5.1. Insights on web conversion
5.2. Understanding conversion: The conversion funnel
5.3. General aspects of a converting website
5.4. Information architecture of a website that converts visitors into customers

5.4.1. How to improve conversion on my web? Applying the Shopping Mall model
5.4.2. The homepage of a converting site

Minimum requirements of a homepage that motivates the user

5.4.3. The product or service detail page that culminates in a sale

What elements should that product page have?

5.4.4. Internal search engines that make life easier for users

What should an internal search engine have to convert visitors into customers?

5.4.5. Landing page: The page built to receive potential customers

What elements must a landing page meet to be effective?

5.4.6. Shopping carts and forms that do not demotivate

Guidelines in the design of contact forms
Guidelines in the programming of shopping carts

5.4.7. Features and content that increase conversion

5.5. How to write web content to convert visits into customers?

5.5.1. Using familiar texts, similar to those used by our customers
5.5.2. Content localization versus content translation
5.5.3. Structure of content that convinces our visitors
5.5.4. Using the theory of objection and counter-objection

5.6. Tests to improve conversion

5.6.1. Defining the target pages of the study
5.6.2. Defining hypotheses for our tests
5.6.3. Applying tests with the right tools

A/B tests
Multivariate Testing (MVT)

5.7. Recommended tools for conversion page testing

5.7.1. Google Website Optimizer: The conversion tool to start with
5.7.2. Eye Tracking: Measuring where the eye rests on a web page
5.7.3. ClickTale: Analyzing web traffic through video
5.7.4. Heuristic analysis: Experts analyzing the portal’s usability
5.7.5. Usability test: User opinion
5.7.6. Website surveys: The cheapest technique

5.8. Success stories: Websites well-focused on conversion
5.9. Sources and Resources on Web Conversion

Chapter 6. Website Promotion

6.1. The fourth P of Internet marketing
6.2. Cost models in online marketing

6.2.1. Cost per impression
6.2.2. Cost per click or visit (CPC)
6.2.3. Cost per lead (CPL)
6.2.4. Cost Per Acquisition (CPA)
6.2.5. Cost per influence

6.3. How to promote my website with traditional offline tools?
6.4. Internet marketing tools

6.4.1. Internet marketing tools to boost branding
6.4.2. Online tools to increase qualified visitor traffic
6.4.3. Tools to increase conversion of qualified traffic into customers
6.4.4. Tools to increase loyalty: Repeat visitors
6.4.5. Tools to turn my website into a market study
6.4.6. Tools to turn loyal customers into brand advocates

6.5. A single tool or a mix of tools

Chapter 7. Organic Search Engine Positioning (SEO)

7.1. Insights on organic search engine positioning
7.2. What is organic search engine positioning?
7.3. How does a search engine work?

7.3.1. Parts of a search engine

The spider or robot
The index or catalog
The search interface

7.3.2. How do we seduce search engines?
7.3.3. On-page relevance factors
7.3.4. Off-page relevance factors

PageRank

7.3.5. Relevance and popularity, a guarantee of good search engine positioning

7.4. Phases of a search engine positioning campaign

7.4.1. Keyword selection
7.4.2. Search engine selection
7.4.3. Solving indexability issues
7.4.4. Web page optimization to improve relevance
7.4.5. Improving popularity levels
7.4.6. Measuring results

7.5. The keyword list

7.5.1. What are keywords?
7.5.2. How do search engine users search?
7.5.3. The initial keyword list: Sources and tools
7.5.4. Search engine keyword suggestion tools

Google AdWords Keyword Tool
Google Insights: Keyword trends

7.5.5. Choosing keywords
7.5.6. Keyword distribution strategy on your website

7.6. Search engine selection
7.7. Solving indexability issues

7.7.1. Your website, as seen by search engines

How to access Google cache

7.7.2. Every content needs a unique URL address

Indexed pages and saturation

7.7.3. Crawlable links
7.7.4. Beware of jumping content: Pop-up windows
7.7.5. Information architecture: The flatter, the better
7.7.6. Flash content
7.7.7. Programming with frames and iframes
7.7.8. Pages hidden behind search forms
7.7.9. Keep your file sizes small
7.7.10. How to structure your website: Domains, subdomains, and subdirectories
7.7.11. Using redirects correctly
7.7.12. How to design an effective 404 page
7.7.13. The sitemap
7.7.14. How to prevent private content from being indexed:

The robots.txt file

7.7.15. The sitemap file
7.7.16. Domain in Google Webmaster Tools

7.8. Web page optimization to improve relevance

7.8.1. Page title: The Title tag

How to write the Title tag for search engines?

7.8.2. Write meta descriptions and keywords

How to write the meta description tag to improve relevance?

7.8.3. Optimize page code and content

7.9. Improve popularity levels

7.9.1. How do search engines see links?
7.9.2. A web page’s popularity, according to Google: PageRank
7.9.3. Link quality
7.9.4. Anchor text: What did you say your name was?
7.9.5. Active link building: Linkbuilding
7.9.6. Passive link building: Linkbaiting
7.9.7. Gradual building of popularity

7.10. Measuring results
7.11. Sources and resources on organic search engine positioning

Chapter 8. Pay-Per-Click Tools

8.1. Insights on pay-per-click tools
8.2. Pay-per-click: Search traffic under control
8.3. Pay-per-click definition
8.4. Benefits of pay-per-click
8.5. Sponsored ads in search engines (SEM)
8.6. Google Adwords
8.7. How to successfully manage a Google AdWords campaign

8.7.1. Defining objectives, targeting, and budgets
8.7.2. Keyword management in Google AdWords

Step 1. Create a broad keyword list
Step 2. Clean or filter the keyword list with keyword match tools
Step 3. Using specific keywords for targeted ad groups

8.7.3. Design and copywriting of sponsored ads

Insert keywords potential customers would use within the sponsored ad
Segment your ads as much as possible by keyword
Highlight your competitive advantage in ad copy
“Call to Action” in your ads
Direct each ad to a different and relevant page on your website
Apply A/B tests on sponsored ads

8.7.4. Landing page management in sponsored ad campaigns
8.7.5. Monitoring and managing results

Check your campaign indicators frequently to detect budget reduction opportunities without compromising ad position
Optimize your budget: Do not fall into the temptation of obtaining the number one position at all costs
Analyze web traffic data from sponsored link campaigns
Target your campaigns by country or language
Cost per click of generic words versus long-tail words

8.8. Pay-Per-Click Contextual Ads
8.9. Measuring results in Pay-Per-Click

8.9.1. Pay-per-click performance indicators
8.9.2. How to measure the results of a pay-per-click campaign?
8.9.3. Tracking pay-per-click ROI (Return on Investment)

8.10. Click fraud
8.11. Profitability in pay-per-click
8.12. Sources and resources on Pay-Per-Click Tools

Chapter 9. Advertising Banners

9.1. Insights on Advertising Banner tools
9.2. History and definition of the Internet Advertising Banner
9.3. Banner elements
9.4. Banner types and formats
9.4.1. Which Banner formats are seen most?
9.5. Banner design: Points to consider
9.6. Banner placement pricing
9.7. Portals where to publish our Banner
9.8. Landing Page in a Banner campaign
9.9. Measuring results in a Banner campaign
9.10. Banner Blindness: How to reduce it
9.11. Rich Media Banners: The new face of banners
9.12. Profitability in a Banner campaign
9.13. Sources and resources on Advertising Banners

Chapter 10. User Loyalty: E-mail Marketing

10.1. Insights on E-Mail Marketing
10.2. Becoming visible in potential customers’ inboxes
10.3. E-Mail Marketing definition
10.4. Benefits of E-Mail Marketing
10.5. Types of E-Mail Marketing campaigns

10.5.1. Advertising or promotional E-Mail
10.5.2. Electronic bulletin or newsletter: Loyalty E-mails

10.6. What is necessary to conduct an emailing campaign?
10.7. Target and objectives in an email marketing campaign
10.8. The Database in email Marketing

10.8.1. External distribution lists
10.8.2. Owned distribution lists
10.8.3. Legal aspects of the database in email marketing
10.8.4. Permission Marketing vs. Spam

10.9. Content or message in an email marketing campaign

10.9.1. The subject line of an email: The cover letter of your campaign
10.9.2. Newsletter layout
10.9.3. How to design a persuasive promotional email and/or newsletter?

10.10. Landing Page in email marketing
10.11. Sending. How to send our email marketing campaign?

10.11.1. Sending the email on our own
10.11.2. Sending the email using specialized email marketing software
10.11.3. Sending the email through companies that manage campaigns
10.11.4. When to send an advertising email or newsletter?
10.11.5. Scheduling an advertising email

10.12. Measuring results in email marketing

10.12.1. Metrics in E-mail Marketing campaigns
10.12.2. Tests to improve email marketing campaigns

10.13. Measuring profitability in E-mail Marketing
10.14. Sources and resources on E-Mail Marketing

Chapter 11. Content Syndication

11.1. What is content syndication?
11.2. Glossary of terms related to content syndication
11.3. Benefits of content syndication
11.4. How to promote RSS content

11.4.1. Analyze information we wish to syndicate
11.4.2. Create a specific page with information in RSS
11.4.3. Place instructions on your page on how to subscribe via RSS
11.4.4. Measuring content syndication results

11.5. Sources and resources on Content Syndication

Chapter 12. Blog Marketing

12.1. Insights on Blog Marketing
12.2. What is a blog?
12.3. Types of blogs

12.3.1. Corporate blog
12.3.2. Personal blog
12.3.3. Thematic and professional blogs

12.4. Benefits of blogs over other web portal publication formats
12.5. How to make money with blogs? Blog-based business models

12.5.1. Advertising-generating blogs
12.5.2. Blog consulting
12.5.3. Blogs to boost your personal brand
12.5.4. Donations

12.6. How to get more visits for your blog? 25 tips to follow

What brings more visits through search engines
What brings more visits from other portals and blogs
What improves your blog’s usability
What makes a first-time visitor repeat the visit
Content that builds loyalty

12.7. Eight errors that can kill blogs

12.7.1. Content creation in comments: The most profitable opportunity to position the blog

Letting readers know we have read their comments
Searching and hunting commenters on other blogs
Identifying and effectively managing “trolls”
Not fighting in the comments
Avoiding excessive moderation or complete lack of moderation in comments
Updating features
Beware of excessive advertising

12.7.2. Improving your blog’s popularity

12.8. How to position a Blog in search engines

12.8.1. Blog code and content optimization

Blog URL optimization
Blog Title tag optimization
H hierarchy tags optimization
Description meta tag optimization in blogs
Interlinking blog posts
Using Tags to group content
Avoiding duplicate content in the blog
Web map with Sitemaps
Recommended plugins for WordPress

12.9. Sources and resources on Blog Marketing

Chapter 13. Social Networks

13.1. Insights on Web 2.0 and social networks
13.2. What is Web 2.0?

13.2.1. Wikipedia: Maximum example of Web 2.0
13.2.2. Consequences of Web 2.0
13.2.3. Web 2.0 and e-commerce: The new competitive advantage
13.2.4. Transparency and utility, most demanded values
13.2.5. From virtual showcase to prosumers
13.2.6. Moving to the Web 2.0 model
13.2.7. Online corporate reputation
13.2.8. 2.0 Attitude

13.3. How to promote yourself on social networks?

13.3.1. Benefits of promoting yourself on social networks
13.3.2. Steps to follow for promotion on social networks

Create a blog with information you want to promote
Create a profile or account on the main social networks most suitable for promoting products and services
Personalize the profile or account
Frequently update your account
Communicate existence of social network accounts
Measure results

13.4. How to promote yourself on Facebook?

13.4.1. Why promote yourself on Facebook?
13.4.2. Creating Facebook Fan Pages
13.4.3. Creating Facebook Groups
13.4.4. Facebook Social Applications
13.4.5. Sponsored Ads on Facebook

13.5. How to promote yourself on Twitter?

13.5.1. Listening strategy on Twitter
13.5.2. Conversational strategy on Twitter

a) Content publication strategy
b) Hunting for recommendations and questions

13.6. LinkedIn and other professional networks

13.6.1. Company Profiles on LinkedIn
13.6.2. Groups on LinkedIn
13.6.3. Q&A on LinkedIn
13.6.4. Sponsored Ads on LinkedIn

13.7. YouTube and other video publication social networks

13.7.1. Positioning videos on YouTube
13.7.2. YouTube videos within Google search results
13.7.3. YouTube Channels
13.7.4. Sponsored Ads on YouTube
13.7.5. How to optimize a YouTube video for better positioning

13.8. The Community Manager
13.9. Measuring results on social networks
13.10. Sources and resources on Social Networks

Chapter 14. Online Corporate Reputation Management

14.1. Insights on online corporate reputation
14.2. What is online corporate reputation?

14.2.1. Google as an online reputation manager

14.3. Stage 1: Listening through online reputation research and monitoring

14.3.1. Steps to research and monitor our online reputation
14.3.2. Some online reputation monitoring tools – Google Alerts

RSS Content Syndication readers
Social network internal search engines
General search engine results (Google, Yahoo!, Bing)
Blog search engines
Twitter monitoring tools
Specialized monitoring tools, free and paid

14.3.3. What words to monitor in online reputation tracking tools?

14.4. Stage 2: Assessing opinions

14.4.1. What is being said? Positive, negative, or neutral
14.4.2. Who and where is it being said? Weighting opinions
14.4.3. Monitor and assess competitor’s online reputation

14.5. Stage 3: Participating

14.5.1. Reactive attitude
14.5.2. Proactive attitude

14.6. Sources and resources on online corporate reputation management

Chapter 15. Viral Marketing

15.1. Insights on viral marketing
15.2. What is viral marketing?
15.3. Steps for a Viral Marketing campaign
15.4. Ease of sharing and distribution: Most important in a viral marketing campaign
15.5. Why do users retransmit viral messages?
15.6. What formats are best for a viral marketing campaign?

15.6.1. Tests or surveys: The itch to measure knowledge competitively
15.6.2. Tools or applications: Making life easier for our users
15.6.3. Viral articles and news

1. A top 5 or top 10 list with an adjective related to fatality
2. A secret everyone wants to know
3. A question with its answer
4. An irresistible benefit
5. A manual, guide, tip, or simply starting with “How to”
6. Numbers inviting information in lists

15.6.4. Viral videos: The king format of viral marketing
Strategy to turn a video viral
15.6.5. Ebooks and Whitepapers
15.6.6. Online games: The five minutes a day we need to disconnect
15.6.7. Widgets

Types of widgets
How can I make money with Widgets?

15.6.8. Incentivized viral

15.7. Influencers or spreaders in viral marketing
15.8. Ease of transmission of a viral message
15.9. Measuring viral marketing results on the Internet
15.10. Viral Marketing Success Stories

15.10.1. The iJam video
15.10.2. Levi’s “Guys backflip into jeans” viral video
15.10.3. “Puncture Hamilton’s wheel” game contest
15.10.4. Online Christmas game: Elf Yourself
15.10.5. Accenture Advergaming “Test your limits”
15.10.6. Blendtec, an Internet viral marketing success story

15.11. Viral Marketing sources and resources

Chapter 16. Web Traffic Analysis

16.1. Insights on web traffic analysis
16.2. What is web traffic analysis?
16.3. Elements for web traffic analysis

16.3.1. People (web traffic analysts)
16.3.2. Tools

16.4. Setting goals and KPIs: First step in web analytics
16.5. Web traffic metrics

Visitors, Unique Visitors or Unique Users
Visits or Sessions
Page Views
Visits from search engines
Visits from each search engine
Visits from organic results versus sponsored links
Average time on site or visit duration
Most visited pages ranking
Search terms that originated the visit
Bounce or abandonment rate
Referring websites
Percentage of new visits
Landing pages
Conversion rate
Direct traffic
The slow death of page views

16.6. Web analytics example in a sector: How to turn a real estate web into market research

16.6.1. Visitor origin
16.6.2. Internal search engine usage
16.6.3. Conversion analysis
16.7. Web traffic analysis: Server-side analysis or real-time statistics?
16.7.1. Server activity analysis
16.7.2. Real-time statistics

Counting method
Unique visitor identification
Reporting method
Referrer information
Spiders and robots
Proxy-cache servers
Non-HTML files
Page errors

16.8. Google Analytics

16.8.1. Google Analytics Tutorial

How to compare time intervals in Google Analytics reports
How to analyze visits by organic search engine results
How to analyze visits by sponsored ad campaigns (Google AdWords)
How to analyze users and their site path
How to analyze visits by different traffic sources
User acquisition and retention analysis
User location map
User language tool
How to identify the most visited pages on your site
Using the site overlay tool
How to analyze website quality: Session duration ratio analysis
Making comparisons with similar-sized sites and different sectors
Using the “Browser Usage” tool
Using the screen resolution tool
How to use Goals in Google Analytics

16.9. Sources and resources on Web Analytics

Chapter 17. Recommended Bibliography

Alphabetical Index

Introduction

Since the World Wide Web ecosystem began to develop and expand in the mid-90s, we have witnessed a gradual adoption of Internet’s new possibilities by both companies and the general public. As with any emerging technology, this process has not been linear but has recorded different development speeds, with pioneering companies immediately launching into the creation of new business models and others, more traditional, resisting Internet’s opening and seeing the new medium as a threat to their market dominance status. Users also integrated the new medium into their lives and consumption habits irregularly: the cost of Network access first, the progressive though unequal geographic expansion of access through broadband networks, and the learning curve of Web’s various functionalities for different population segments in age and education all contributed to drawing a very heterogeneous and changing Internet user profile.

In many cases, both pioneering companies that moved too far ahead of general public habits and those that resisted change paid dearly for their error. The great dot-com crisis in the year 2000 demonstrated that this market was not yet mature and that not all virtual businesses had guaranteed success. Especially if, as occurred frequently, short-term shareholder profit was prioritized over value creation for the customer. The stock market fall of values associated with online businesses acted, however, as a catalyst: large investment funds, business angels, and venture capital began to study virtual business proposals presented to them more closely, applying the same viability analysis criteria applied to offline business proposals: market size, competition analysis, break-even point, profit margin… Despite being a new medium, the Internet economy was, at the end of the day, subject to the same laws and principles as the real world.

Ten years have passed since then, but only a few companies have learned the lesson well. Today we know that a company’s presence on the Internet is much more than an online showcase open 24 hours a day and accessible to everyone: it is a business unit in which numerous resources must be invested, to which certain objectives must be entrusted, and from which a certain degree of return on investment (ROI) should be expected.

And yet, many companies still believe “being on the Internet” is limited to having a website hosted on their own domain and exchanging emails with customers and suppliers. They invest in a new site design every two or three years neglecting aspects such as search engine positioning, usability, persuasibility, traffic analysis, or customer retention (not to mention any approximation to an ROI calculation). They do not realize that, in reality, when the consultancy in charge of developing a website concludes its work and communicates that the new design is published, it is equivalent, in the offline world, to the moment builders conclude renovating the premises where we will install our store and hand over the keys. From that moment on, obviously, real work begins: you must stock the store, decide what goes in the showcase, which products are specially offered, promote the store in the neighborhood through direct mail and radio spots, handle claims and product exchanges, change the showcase for sales, provide kindness and personalized attention to build loyalty, change the showcase for the new season…

All of this, which seems so clear and assumed for any non-virtual business, and which any experienced merchant does almost intuitively without needing a formal marketing plan, often does not translate to the online world. There is a gap that hinders expert companies in a specific sector from properly leveraging that experience and translating it to their Network presence.

The primary objective of this book is to bridge, or at least reduce, that gap and help companies, professionals, and entrepreneurs understand the Web’s peculiarities as a medium, so they can chart their own online marketing plan to find, identify, and seize Internet’s possibilities for their business. Opportunities like opening new sales channels, probing alternative markets, and exploring different business paths in an environment where recession has not yet had as devastating an effect as in the traditional economy. Indeed, the entire ICT sector (Information and Communication Technologies) emerges as the alternative to take over from an economy heavily dependent on construction, manufacturing, and low-value-added services, acting as a motor for a new expansion cycle.

Undoubtedly, the Internet represents an enormous opportunity today. Companies that have learned to leverage its multiple possibilities already see the impact on competitiveness, reaching new markets, establishing partnerships and joint-ventures, and seizing endless synergies affecting all value chain elements. We want your company to be one of them. This starts even before having a website, at the development’s beginning, and includes all aspects of design, publication, promotion, operation, and continuous improvement.

What will you find in this book?

First, it addresses aspects to consider in the process of creating a high-performance website: identifying potential customer profiles, functionality and content selection, information architecture and usability, accessibility and compatibility, persuasibility…

Next, it presents different website promotion tactics after publication: how to attract quality traffic through organic positioning or sponsored links; how to measure and improve conversion into profitable customers; loyalty strategies via email marketing or content syndication; and how to leverage social networks for a lasting and profitable relationship.

It also covers Web analytics and market analysis, and how to leverage these indicators to make decisions that continuously improve your online investment performance.

Who is this book for?

Based on a methodology most businesspeople and professionals master—the marketing plan—the book traverses various online marketing strategies to clarify goal setting, problem diagnosis, and the appropriate strategy based on pursued ends. It will be of interest to:

• Marketing managers
• Advertising managers
• Website owners and managers
• Advertising and marketing agencies
• Entrepreneurs
• Website programmers and developers
• Online product managers

We trust this book will be a starting point for any reader, serving as a first contact with subjects like organic positioning, usability, or web analytics. Within that broad palette of strategies and tools, it aims to play a backbone role, facilitating the translation of traditional marketing concepts to the Internet sphere naturally, educationally, and intuitively.