{"id":87137,"date":"2013-11-12T09:53:00","date_gmt":"2013-11-12T08:53:00","guid":{"rendered":"https:\/\/www.humanlevel.com\/sobre-nosotros\/libros\/marketing-online-2-0"},"modified":"2026-04-23T18:17:49","modified_gmt":"2026-04-23T16:17:49","slug":"marketing-online-2-0","status":"publish","type":"libros","link":"https:\/\/www.humanlevel.com\/en\/about-us\/books\/marketing-online-2-0","title":{"rendered":"Marketing Online 2.0"},"content":{"rendered":"

Review<\/h2>\n

It is no secret that\u00a0the Internet has changed the relationships between institutions, companies, and their customers<\/strong>. Never before have users been able to assimilate so much information, share it on such a scale, or generate such an impact. A\u00a0company’s presence on the Internet<\/strong>\u00a0is, in addition to a global showcase open 24 hours a day, a business unit ofgreat influence over its global bottom line<\/strong>.<\/p>\n

Marketing Online 2.0<\/strong>\u00a0is designed to help professionals and entrepreneurs successfully chart their own\u00a0online marketing plan<\/strong>. It serves as an excellent and engaging starting point to facilitate the\u00a0transition from traditional marketing concepts to the Internet sphere<\/strong>, in a natural and educational way that is as reasoned as it is intuitive. Its previous edition was the most influential book on the market regarding this topic.<\/p>\n

Get in touch with trending topics such as\u00a0organic search engine positioning (SEO)<\/strong>, \u00a0usability<\/strong>\u00a0or\u00a0Web analytics<\/strong>. Here you will find the main concepts of each subject explained clearly and simply. Furthermore, within its wide palette of strategies and tools, the work plays a\u00a0backbone role<\/strong>\u00a0that offers the user a global perspective of the online marketing plan and\u00a0how to implement it intelligently in their company<\/strong>.<\/p>\n

Marketing Online 2.0<\/strong>\u00a0was born with the vocation of building a bridge between the tangle of acronyms and technological jargon that frequently saturates Internet-related texts and the world of marketing and business management.<\/p>\n

Based on a methodology that freelancers, business owners, and executives are familiar with\u2014the\u00a0marketing plan<\/strong>\u2014the book takes a journey through the main strategies that make up online marketing to clarify how\u00a0objectives<\/strong>\u00a0are established, how\u00a0resources<\/strong>\u00a0are allocated, how\u00a0problems<\/strong>\u00a0are diagnosed, what the\u00a0appropriate strategy<\/strong> is in each case depending on the pursued goals, and how\u00a0success<\/strong> is measured.<\/p>\n

Table of Contents<\/h2>\n

Foreword<\/h3>\n

Introduction<\/h3>\n
    \n
  1. What you will find in this book<\/li>\n
  2. Who this book is for<\/li>\n<\/ol>\n

    Chapter 1. From Off to Online in Marketing<\/h3>\n
      \n
    1. Some striking data about online marketing<\/li>\n
    2. How the Internet changes Marketing<\/li>\n
    3. Evolution of the environment: toward Web 2.0<\/li>\n
    4. The online marketing plan: the roadmap for navigating turbulent waters<\/li>\n
    5. Defining objectives: the starting point of every marketing plan<\/li>\n
    6. Defining target audiences<\/li>\n
    7. Choosing the right strategy for each objective<\/li>\n
    8. Allocating resources and deadlines<\/li>\n
    9. How to measure the success of our online marketing plan<\/li>\n
    10. It’s time to start<\/li>\n
    11. References<\/li>\n<\/ol>\n

      Chapter 2. From the Web as a Virtual Catalog to the Online Business Unit<\/h3>\n
        \n
      1. Insights on the evolution of company presence on the Net<\/li>\n
      2. The need for a high-performance website<\/li>\n
      3. References on the use and evolution of the Internet in Spain<\/li>\n
      4. Keys to a high-performance website<\/li>\n
      5. Creating a website: proprietary developments or open-source content managers<\/li>\n
      6. How to choose a good domain name<\/li>\n
      7. How to decide where to host your online business<\/li>\n
      8. Resources on website creation<\/li>\n<\/ol>\n

        Chapter 3. Web Usability<\/h3>\n
          \n
        1. Some notes on Web Usability<\/li>\n
        2. What is Usability and why is it important for your website?<\/li>\n
        3. Analysis<\/li>\n
        4. Information architecture<\/li>\n
        5. Visual design and page structure<\/li>\n
        6. Prototype evaluation<\/li>\n
        7. Implementation and publication<\/li>\n
        8. Google Analytics Content Experiments<\/li>\n
        9. References and resources on Web Usability<\/li>\n<\/ol>\n

          Chapter 4. Web Accessibility and Compatibility<\/h3>\n
            \n
          1. Notable notes on web accessibility and compatibility<\/li>\n
          2. What is web accessibility?<\/li>\n
          3. Main access limitations<\/li>\n
          4. Web accessibility guidelines<\/li>\n
          5. Benefits of respecting accessibility recommendations<\/li>\n
          6. Web accessibility testing tools<\/li>\n
          7. Basic web accessibility recommendations<\/li>\n
          8. Web compatibility<\/li>\n
          9. References and resources on Web accessibility and compatibility<\/li>\n<\/ol>\n

            Chapter 5. Conversion: How to Turn Web Visits into Profitable Customers?<\/h3>\n
              \n
            1. Some clues about web conversion<\/li>\n
            2. What is conversion?<\/li>\n
            3. The conversion funnel<\/li>\n
            4. General recommendations for a conversion-oriented website<\/li>\n
            5. Information architecture of a high-performance website<\/li>\n
            6. Conversion recommendations for the home page<\/li>\n
            7. Category, family, or product listing pages<\/li>\n
            8. How to improve conversion on the product detail page<\/li>\n
            9. Internal search engines: the necessary complement to improve navigability<\/li>\n
            10. How to optimize shopping carts and registration forms<\/li>\n
            11. Other features and content that improve persuasibility<\/li>\n
            12. How to write web content to convert visits into customers?<\/li>\n
            13. Tests to improve conversion<\/li>\n
            14. Recommended tools to improve conversion<\/li>\n
            15. Sources and resources on Web conversion<\/li>\n<\/ol>\n

              Chapter 6. The Online Marketing Plan<\/h3>\n
                \n
              1. The fourth P of Internet marketing<\/li>\n
              2. Cost models in online marketing<\/li>\n
              3. How to promote our website with traditional offline tools?<\/li>\n
              4. The online marketing plan<\/li>\n
              5. Recommended promotion strategies<\/li>\n
              6. Customer acquisition strategies<\/li>\n
              7. Strategies for converting visits into customers<\/li>\n
              8. Customer loyalty strategies<\/li>\n
              9. Internet marketing strategies to boost branding<\/li>\n
              10. Tools to listen to our demand: Web 2.0 features<\/li>\n
              11. Strategies to turn loyal customers into brand advocates<\/li>\n
              12. Inbound marketing<\/li>\n
              13. A single tool or a mix of tools<\/li>\n
              14. References on the elaboration of the Marketing Plan<\/li>\n<\/ol>\n

                Chapter 7. Organic Search Engine Positioning (SEO)<\/h3>\n
                  \n
                1. Some reviews on organic search engine positioning<\/li>\n
                2. What is organic search engine positioning?<\/li>\n
                3. How does a search engine work?<\/li>\n
                4. Phases of a search engine positioning campaign<\/li>\n
                5. The keyword list<\/li>\n
                6. Search engine selection<\/li>\n
                7. Resolving indexability issues<\/li>\n
                8. Website optimization to improve relevance<\/li>\n
                9. Improve popularity levels<\/li>\n
                10. Measuring results<\/li>\n
                11. Sources and resources on organic search engine positioning<\/li>\n<\/ol>\n

                  Chapter 8. Pay-Per-Click (PPC) Strategies<\/h3>\n
                    \n
                  1. Some clues about pay-per-click tools<\/li>\n
                  2. Pay-per-click: search traffic under control<\/li>\n
                  3. Definition: SEM, PPC, CPC<\/li>\n
                  4. Advantages of pay-per-click<\/li>\n
                  5. Sponsored ads<\/li>\n
                  6. Designing a strategy for a pay-per-click campaign<\/li>\n
                  7. Selecting a provider or doing it ourselves<\/li>\n
                  8. Registering as a user and opening an account<\/li>\n
                  9. Creating ads and landing pages<\/li>\n
                  10. Targeting criteria in social networks<\/li>\n
                  11. Selecting keywords<\/li>\n
                  12. Specifying targeting criteria<\/li>\n
                  13. Specifying the budget<\/li>\n
                  14. Evaluating the ROI (return on investment) of pay-per-click<\/li>\n
                  15. Discrepancies between Google AdWords and Google Analytics<\/li>\n
                  16. Sources and resources on pay-per-click strategies<\/li>\n<\/ol>\n

                    Chapter 9. Display Advertising: Banners<\/h3>\n
                      \n
                    1. Some strokes on display advertising<\/li>\n
                    2. Origin of the banner<\/a> as a form of Internet advertising<\/li>\n
                    3. Cost models in display advertising<\/li>\n
                    4. Display advertising compared to other online marketing strategies<\/li>\n
                    5. Defining objectives<\/li>\n
                    6. Defining the target audience<\/li>\n
                    7. Creative aspects of a display campaign<\/li>\n
                    8. Types of graphic advertising formats<\/li>\n
                    9. Media planning<\/li>\n
                    10. Portal where to publish our banner<\/li>\n
                    11. The role of the landing page in a banner campaign<\/li>\n
                    12. Measuring results in a banner campaign<\/li>\n
                    13. Rich-media banners and Real-Time Bidding<\/li>\n
                    14. Ad blockers<\/li>\n
                    15. Sources and resources on display advertising<\/li>\n<\/ol>\n

                      Chapter 10. Loyalty Strategies: Email Marketing<\/h3>\n
                        \n
                      1. Some relevant aspects of email marketing<\/li>\n
                      2. Becoming visible in our potential customers’ mailboxes<\/li>\n
                      3. Definition of email marketing<\/li>\n
                      4. Advantages of email marketing<\/li>\n
                      5. Types of email marketing campaigns<\/li>\n
                      6. What is necessary to do an emailing campaign?<\/li>\n
                      7. Objectives of the email marketing campaign<\/li>\n
                      8. The distribution list<\/li>\n
                      9. How to build your email message<\/li>\n
                      10. The landing page in email marketing<\/li>\n
                      11. Sending messages in email marketing<\/li>\n
                      12. Measuring results in email marketing<\/li>\n
                      13. Measuring profitability in email marketing<\/li>\n
                      14. Sources and resources on email marketing<\/li>\n<\/ol>\n

                        Chapter 11. Content Marketing, Blogs, and More<\/h3>\n
                          \n
                        1. Some figures<\/li>\n
                        2. What is content marketing?<\/li>\n
                        3. How to design a content marketing strategy<\/li>\n
                        4. Blogs<\/li>\n
                        5. Frequently Asked Questions (FAQ)<\/li>\n
                        6. Glossary of terms<\/li>\n
                        7. Applications, use cases, etc.<\/li>\n
                        8. Demonstrations<\/li>\n
                        9. Presentations<\/li>\n
                        10. Live “twittering”<\/li>\n
                        11. Live blogging<\/li>\n
                        12. Content curation<\/li>\n
                        13. Sources and resources on content marketing<\/li>\n<\/ol>\n

                          Chapter 12. Social Networks<\/h3>\n
                            \n
                          1. The company on social networks<\/li>\n
                          2. Web 2.0: the user as protagonist<\/li>\n
                          3. Promotion strategies on social networks<\/li>\n
                          4. Social networks and companies<\/li>\n
                          5. Facebook<\/li>\n
                          6. Twitter<\/li>\n
                          7. Google+<\/li>\n
                          8. LinkedIn<\/li>\n
                          9. YouTube<\/li>\n
                          10. Other social networks<\/li>\n
                          11. Other Social Media sites<\/li>\n
                          12. Mobile and Apps<\/li>\n
                          13. Sources and resources on social networks<\/li>\n<\/ol>\n

                            Chapter 13. Web Traffic Analysis<\/h3>\n
                              \n
                            1. Some data on web traffic analysis<\/li>\n
                            2. What is web traffic analysis?<\/li>\n
                            3. Setting objectives and KPIs: first step of web analytics<\/li>\n
                            4. Main metrics of web traffic analytics<\/li>\n
                            5. Traffic segmentation<\/li>\n
                            6. Reports<\/li>\n
                            7. Alerts<\/li>\n
                            8. Universal Analytics<\/li>\n
                            9. Resources on web traffic analysis<\/li>\n<\/ol>\n

                              Bibliography<\/h3>\n
                                \n
                              1. Online marketing<\/li>\n
                              2. Usability and conversion<\/li>\n
                              3. Search engine positioning<\/li>\n
                              4. Content marketing<\/li>\n
                              5. Social networks<\/li>\n
                              6. Web Analytics<\/li>\n<\/ol>\n

                                Alphabetical Index<\/h3>\n

                                Foreword<\/h2>\n

                                The arrival of the Internet has brought about structural changes in our lives and in the business models of many industries. The initial impact was so great that it ended in the famous burst of the Internet bubble in the year 2000.<\/p>\n

                                Since then, we have tried to rebuild ourselves, to set in motion a suitable digital identity, and to make the most of it. The problem is that, to make the most of it, it is not enough just to be present.<\/p>\n

                                We have to review our online strategy. This requires optimizing strategies to capture traffic (paid media), our online properties (owned media), and the management of the echoes of our actions (earned media). As necessary as it is interesting, right? Well, you’re in luck. This is precisely what you’re going to find in this book.<\/p>\n

                                In the following pages, Fernando Maci\u00e1 will guide you through a complete review of all the points you must take into account to optimize an online strategy. By the end of reading the book, you will have a plan to improve your online presence that allows you to see positive results in less time than you think.<\/p>\n

                                Furthermore, you are in the best hands. Fernando is one of the greatest experts in\u00a0digital marketing<\/a>\u00a0in Spain. His almost 20 years of experience in the sector\u00a0allow him to explain firsthand the transition we have experienced from the burst of the Internet bubble in 2000 to the current moment and, therefore, the steps we must follow to have a more suitable online strategy.<\/p>\n

                                But before leaving you in his hands, I would like to briefly explain the context in which we move, to help you better understand the rest of the book and how necessary it is to have a well-armed digital strategy.<\/p>\n

                                In these years, we see how the business models of well-consolidated industries, such as tourism, music, cinema, the press, and many other sectors, have completely changed. New communication strategies, sources of income, and “actors” make up a very different panorama. For these and other reasons particular to each industry, we see that the companies that comprise them are going through a full crisis. Instead of trying to anticipate changes, they have let the situation deteriorate little by little and are trying to make the previous model work in the current context.<\/p>\n

                                Why is it so hard for them to adapt to the new times?<\/strong><\/p>\n