• Develop high-level strategies that help you read the big picture and drive more customers to all of your locations, both brick-and-mortar and digital.
• Improve your marketing focus with smart tactics that merge new technologies with shifting market demands.
• Develop the instincts and insights for moving quickly and intelligently to seize profitable new opportunities and avoid costly mistakes in this dynamic new marketing world.
• Increase your potential for success with a clear view of the future the evolving field of interactive marketing presents.

Despite the uncertain economy, you can make money with Interactive Marketing . . . with the right guidance. That's where the real-time, real-world practical ideas and advice of High Performance Interactive Marketing will help you navigate the dangerous but profitable waters of the new interactive world.

The business press of recent years has been filled with dramatic interactive marketing success stories. But the landscape behind these exciting pictures is littered with the remains of the failures–those who couldn’t handle the problems and challenges of this exciting but challenging and ever-changing new world.

High Performance Interactive Marketing gives you all the strategic and tactical tools and insights you'll need to succeed in the exciting, high-potential new marketing and media world.

Foreword


Introduction

Section 1 Navigating the Changing Marketing Landscape

Chapter 1 Interactive Marketing

How Interactive and Traditional Marketing Differ
Benefits and Challenges
Levels of Interactivity
Choice: The Key Element in Interactive Marketing
How to Appeal to the Interactive Audience
How to Overcome the Inertia Factor
How to Get Started in Interactive Marketing

Chapter 2 Disintermediation and the Changing Role of Marketing and Sales

The Impact of Disintermediation on Sales and Marketing
Parts of the Sales Process Moving to the Internet
The New Sales and Marketing Model
How to Prosper Despite Disintermediation
Tough Lessons Learned about Disintermediation

Chapter 3 Bridging the Gap between Marketing and Sales

Different Roles
The Consequences of the Gap
Strategies for bridging the Gap

Chapter 4 The Huge Impact of Infomediaries and Portals

Types of Infomediaries
Types of Portals
The Threat from Category Killers
Characteristics of Informediaries and Portals
Online Auctions and Exchanges
The Future of Infomediaries and Portals

Chapter 5 E-Commerce

The Benefits and Challenges
E-Benefits for E-Business
Techniques to Create Repeat Customers
How to Insure Good Data to Drive Your E-Business
Customer Support as a Strategic Advantage

Chapter 6 The New Communications Model

Element One: Entertainment
Element Two: Information
Element Three: Persuasion
Element Four: Interaction
The Merger of Entertainment and Marketing

Section 2 Interactive Marketing Strategies That Can Ensure Success

Chapter 7 Traditional Media’s Role in the Interactive Era

The Direct Mail Dinosaur
Broadcast Advertising
Trade Show Marketing
Principles That Will Guide Media in the Interactive Era

Chapter 8 Smart Web Marketing

Advantages of the Web over Traditional Media
How to Use the Web as a Lead Generation Tool
Web Banner Advertising
Email Marketing
Online Newsletters
Hoe to Create a Killer Web Site
Top Six Rules for Web Marketing

Chapter 9 How to Create and Implement Successful Web Marketing Events

When to Use and not Use Internet Events
Partners and Speaker Issues in Online Seminars
Promoting Your Web Events
Setting Objectives and Measuring Results
Six Rules for Successful Online Marketing Events

Chapter 10 Television in the Interactive Era

Important Role of Choice in Television
Number of Channels on the Mega-Channel System
Viewer Access Methods
Public Acceptance of Interactive TV
Shopping on the Electronic Mall
Programming Economics
How to Use Direct Response TV
Hoe to Use Infomercials

Chapter 11 Using ROI to Prove the Value of Interactive Marketing

Web Site Metrics
Fundamentals of Marketing ROI
How to Calculate Interactive Marketing ROI
Hidden ROI Metrics You Should Identify
An Inquiry Conversion Formula for Business-to-Business Marketers
"Soft" Measures That Matter
The Payoff for Focusing on ROI

Chapter 12 E-Branding and Positioning

Differences between Traditional and Online Positioning
How to Build Your E-Brand over Time
Important Positioning Questions
Positioning Models That Can Differentiate Your Company
How to Develop Your E-Branding Strategy
Keys to Building a Unique Position and E-Brand Identity

Section 3 The Role of Technologies in Interactive Marketing

Chapter 13 Database Marketing

Ten Ways to Use a Database Marketing System
The In-House Database
Data Collection Methods
Building Relationships with Database Marketing
Data Mining and Data Warehouse

Chapter 14 Fourteen Navigating the Marketing Automation Model

The Marketing Automation Process
The Benefits of Marketing Automation
Business Drivers for Marketing Automation
The Internet and Marketing Automation–A Winning Combination
Other Important Uses of Marketing Automation
Marketing Automation Pitfalls to Avoid
Hoe to Automate with Minimal IT Involvement

Chapter 15 Fifteen Heuristic Marketing Techniques

Overcoming Subjectivity in Marketing
The Search for the Perfect Marketing System
Categories of Heuristic Systems
Drawbacks and Problems with Predictive Systems
Artificial Intelligence
Neural Networks
Pattern Recognition Systems
Sources of Data in Heuristic Systems
Strategies for Creating Heuristic Systems

Chapter 16 Sixteen Virtual Reality

Advantages and Disadvantages of Virtual Reality Marketing
Disadvantages of Virtual Reality Marketing
Virtual Digital Advertising
Characteristics of Virtual Reality Systems
Virtual Reality and Virtual Marketing Applications
Components of Virtual Reality Marketing Systems
The Future of Virtual Marketing

Chapter 17 Seventeen Cultural and Business Trends That Will Affect Interactive Marketing

The Certainty of Change

Section 4 The Future of Interactive Marketing

Chapter 18 Privacy and Other Tough Interactive Marketing Issues

How Consumers View Privacy Issues
The Opt-In Versus Opt-Out Debate
Privacy Issues in the Wireless World
Options for Dealing with Consumer Data
Strategies to Ensure Online Privacy
Interactive Marketing’s Impact on Retail Channels
The Move to Tax E-Commerce
The Rift between the "Haves" and Have-Nots"
Discredited Predictions

Section 5 Playing the Interactive Game to Win

Chapter 19 Aligning Your Organization to Successful Interactive Marketing

Success Characteristics of the Virtual Era Corporation
Be a First-Prover Organization
The Virtual Marketing Organization
Issues in Managing Virtual Marketing Organizations
The Impact of Telecommuting
On-Demand, Customized Manufacturing

Chapter 20 How You Can Take Advantage of the New Marketing Technologies

Don’t Bet the Farm on Any Specific Technology
Focus on Content, not Technology
Beware of Information Overload
The Importance of Contrarian Marketers
Eight Strategies for Interactive Marketing Success

Glossary

Index

This work is a must-read for the 21st-century marketer. Ryan provides the foundation for understanding where marketing is going. The old rules of marketing are gone . . . this is the new marketing rule book.

Tracy Emerick

President
Taurus Direct Marketing

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Chris Ryan’s High-Performance Interactive Marketing provides a laser focus on the fundamental power shift of our time–the shift from vendor to customer power. If your company does not have this perspective, then it will not succeed, regardless of its stature or past reputation. Ryan delivers this perspective. You have the choice: read this book or your competitor will. The latter is not an option if you wish to do business in t he interactive future.

Dr. Richard D. Hackathorn

Director,
Enterprise Management Associates

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Here's someone who really understands how the worlds of sales and marketing really work. Ryan reconceptualizes the marketing he's (and we've) known to fit the strategies and tactics needed in today's interactive world.

Rick Kean

Executive Director

Business Marketing Association

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A remarkably timely book that provides marketers with hands-on, practical, and valuable advice for becoming more effective and expert in interactive marketing

Thomas D. Kuczmarski


President, Kuczmarski & Associates
Author of Managing New Products

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Chris Ryan’s latest book is an important work. It not only summarizes the world of interactive marketing; it's loaded with specifics on how e-business and traditional companies can be more successful by taking advantage of new technologies.

Ben Martindale

CEO
eGrail, Inc.

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I’ve had many occasions to witness Chris’s marketing expertise. He is truly a master at his craft. Chris has done an excellent job of presenting his expertise for all to benefit from. This is a really good book.

Mitch Selbiger

Senior Vice President, Marketing

Aether Systems, Inc.

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From interactive strategy to in-the-field Web tactics…this one has everything you need to know about marketing in the electronic age . . . a marketing compendium for the New Economy. It gives the reader invaluable insights into successful interactive marketing without all the hype and hoopla.

Don E. Schultz

President
Agora, Inc.
Author of Integrated Marketing Communications

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Chris Ryan has long been acknowledged as one o f the nation’s best direct marketers and at the forefront of interactive technologies. His new book shows why. It’s a must-read for anyone who wants to compete in the New Economy.

Brigette White

Vice President
Arch Paging, Inc.