The War For Eyeballs An Introduction to Internet Marketing Release Date: 1st June 2010 Author: Phillip Kingston Publisher: Kingston Publishing ISBN: 978-0646531212 Format: Soft cover 149 Pages RRP: $29.95 plus $4.00 postage and handling. Buy It Now from gStores

Blurb:

...The internet is a war for eyeballs...

Each time a new site is created, you can bet that within hours there will be a newer, shinier, more attractive site screaming for attention from the billions of eyes perusing the web every day. The million dollar question is how to attract the tiniest portion of that attention for yourself, and then hold it.

This book does not pretend to hold the secret key to the mysteries of the internet. Instead, it promises robust, sensible principles and strategies garnered over years of seeing sites succeed, (and fail), and being intimately involved in their progress.

As a decision-maker, you'll learn how best to develop internet marketing strategy that will suit your organisation, and your budget. You'll hear about the techniques used by the best sites, as well as common pitfalls to avoid. Inside are interviews, case studies and practical advice to help kick-start your organisation's foray into the internet, or perhaps re-ignite a lacklustre first attempt.

It's a jungle out there. Here's a hatchet. Good luck.

Contents:

• SEO / SEM:
  • What's the difference?
  • How does SEO work?
  • Am I getting a good ROI?
  • Negotiating with your SEO provider - paying for results.
  • What is a good SEM strategy?
• Social Networks:
  • Facebook / Twitter
  • Can these work for me?
  • If so, how?
  • What's next in social networking?
• eCommerce:
  • Retail / Long-tail
  • Making real money from your eCommerce website
  • Expectation management - what can I expect from my online store?
  • Case Study: Marketing considerations for an existing retailer starting an online eCommerce site
• Startup Companies:
  • Getting initial traction online
  • No-budget marketing
  • Case Study: Marketing considerations for starting a fashion label and selling online
  • Interview with Martin Hosking of RedBubble.com
• Not-for-profits:
  • Pro-bono vs. paid developer / design
  • Effective online strategies for generating cash and non-cash donations
  • Case Study: Marketing considerations for starting a not-for-profit and generating donations online
  • Interview with Matt Tilleard of Ripple.org
• Website Effectiveness:
  • What makes a good website?
  • Matching website to business objectives
  • What do I spend money on? What is the ideal split between design and development?
• Website Development:
  • How to brief your web firm
  • What to look for in a web firm?
• Graphic Design:
  • How much to spend?
  • How to brief my designer?
  • What can I expect from an effective design?
• Expectation Management:
  • What can I reasonably expect from my website spend?
  • How can I maximise the effectiveness of my spend?
  • Marketing consulting before website development

About the author

Phillip Kingston is a web, mobile and business automation expert. He works with small and medium businesses, not-for-profits and state government departments in Australia, Asia, Switzerland and the U.K. Starting as a programmer and software engineer, he has a strong "factory-floor" understanding of system design, implementation, testing and evaluation. Today he works with businesses and not-for-profits at a managerial level to design and implement whole-of-business websites and systems that incorporate marketing principles throughout. He also has extensive experience in designing and implementing hands-off technology automation solutions that save businesses time and money, which lead to significant efficiency gains. He founded Kingston Development with the goal of continuing to provide low-cost, high-impact options for businesses to achieve their marketing objectives, reduce their costs of doing business and facilitate growth.

Today, Phil is also a highly sought after strategic thinker and consultant in the internet space. He has been instrumental in the success and high-impact of hundreds of startup companies, not-for-profits and in the national or global expansion of various organisations. Kingston Consulting was established to focus on providing businesses, governments and not-for-profits with high impact internet marketing services.

Additionally, Phil serves on a number of company and not-for-profit boards and committees. He is currently the Vice-Chairman of the Centre for Sustainability Leadership and an Executive Director of artist discovery company Found and Out. He is an Executive Director of BBQ Hero and Managing Director of Voyance Capital. He is also member of the Australian Institute of Company Directors.

Phil has a Bachelor of Science (Mathematics and Statistics) and a Bachelor of Commerce from the University of Melbourne. He has completed corporate governance education at the Australian Institute of Company Directors. He is currently studying psychoanalysis at Deakin University and entrepreneurship at the University of Adelaide. He is and forever will be a student of marketing and psychology.

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