Online marketing

Online marketing brings together the perspectives of 23 experts on the connections between attracting traffic, communicating with customers, and measuring results online. This collective publication links search, advertising, content, and social media. Its subtitle, Současné trendy očima předních expertů, belongs to the context in which the book was created in 2014–2015. Readers should therefore distinguish general marketing questions from the tools and platforms of that period. This Czech e-book may help readers organize basic concepts or explore the development of digital marketing.

The book consists of thematically organized contributions by several authors. Its contents are divided into SEO, paid advertising, web analytics, social media, other marketing disciplines, and interviews. A single view of online promotion thus becomes a collection of different professional perspectives.

The search section connects the history of SEO, inbound marketing, and link acquisition. The advertising chapters distinguish search and display advertising, remarketing, and automated purchasing of advertising space. The analytics section moves from the basics of measurement to conversions and attribution, meaning the assignment of results to individual customer touchpoints.

Social media is also explored through content and specific cases. Further chapters expand the scope to email communication, branding, video, and mobile apps. This organization helps readers compare the roles of individual channels and understand their connections.

The electronic edition is recorded as dating from 2015, while the printed book appeared in 2014. Service names, technical procedures, and descriptions of their capabilities reflect that period. When using advertising or analytics systems today, their current features and procedures therefore need to be checked.

The multiple-author approach allows the same objective to be viewed through creation, promotion, and measurement. The disciplines complement one another and show the difference between reaching an audience and subsequently evaluating the result. The historical context helps readers understand the examples of services used.

Book themes
Attracting traffic: Search and advertising as different routes to an audience.
Measuring results: Analytics, conversions, and attributing results to marketing touchpoints.
Content and communication: Social media, email, and video in customer communication.
Development of digital marketing: The period perspective offers a view of the field in 2014–2015.

Who the book is for
Readers exploring the basic areas of online marketing or interested in its development and expert perspectives from the period when the book was written.

Edition context
A collective publication under the Computer Press imprint, with contributions from Czech and international experts.