Index

Note: Page numbers referencing figures are italicized and followed by an “f ”. Page numbers referencing tables are
italicized and followed by a “t”.

A Ajax, 353 bankruptcy, 4, 9f

About.com, 350 Alexa.com, 42, 78 banner advertising, 7f, 316, 368
AboutUs.org, 186, 190–192 Alta Vista, 7 Barack Obama’s online store, 328f
Access application, 349 Amazon.com, 7f, 14f, 48, 247, BaseballNooz.com, 98–100
account managers, 37–38 248f–249f, 319–320, 322 BBC News, 3
ActionScript, 353–356 anonymity, 16 Bebo, 89t
Adobe Flash AOL, 8f, 14f, 77, 79f, 416 behavioral changes, 16
application, 340–341 Apple iTunes, 13f–14f benign disinhibition, 16
file format. See .flv file format Apple site, 11f, 284f Best Dates Now blog, 123–125
player, 150, 153, 156 applets, Java, 352, 356 billboard advertising, 369
Adobe GoLive, 343 applications, see names of specific bitmaps, 290, 292, 340, 357
Adobe Photoshop, 339–340 applications BJ’s site, 318
Advanced Research Projects ARPA (Advanced Research Black Friday, 48
Agency (ARPA), 2 Projects Agency), 2 blog communities, 8f
advertising artistic fonts, 237 blog editors, 120, 142
dating sites, 106 ASCO Power University, 168–170 blog search engines, 126
defined, 397 .asf file format, 154t–155t Blogger, 344–347
e-commerce, 316 AskPatty.com, 206–209 blogging, 7f, 77–78, 86, 122–129,
Facebook, 94–96 AuctionWeb, 7f 133–141, 190, 415
family and lifestyle sites, 109 audience, capturing and retaining, blogosphere, 122, 142
media, 373–376 61–62, 166, 263, 405–407, blogrolls, 121, 142
message, 371–372 410–422, 432 Blue Nile site, 418
myYearbook site, 92 authors, blog, 140 bookmarking, social, 76, 110–112
overview, 364, 365f, 366–371 avatars, 200–201, 210 bookstores, online, 7f
product placement, 25 .avi file format, 154t–155t boot-strapping, 261, 292
versus public relations, 383–384 bounce rate, 389, 397, 441
shopping networking sites, 107 B brand
standardization, 25 B2B (business to business) sites, aware consumers, 221
theme, 372–373 43–47, 67, 414 building, 324–325, 370,
time frame, 373 B2C (business to consumer) sites, 379–380, 432–433
video viewer preferences, 171 47–50, 67 conscious consumers, 221
Advertising Checking Bureau, B2E (business to employee) sites, growth stage, 372t
420–422 53, 68 guides, 239, 240f–241f, 252
age, Internet use by, 20t, 22, 85, Banker blog, 134, 135f indifferent consumers, 221
129–130, 159, 304, 305t banking, online, 2 infancy stage, 372t

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 INDEX

brand (continued) business to consumer (B2C) consumer visibility, 370–371

loyalty, 219–227, 252, 304, 410 sites, 47–50, 67 container formats, 154, 175
management, 238, 252 business to employee (B2E) content development, 170, 291
maturity stage, 372t sites, 53, 68 content provision, 328–329
personality, 252 Business.com, 7 contests, 393, 417–418
preferred consumers, 221 BusinessWeek, 2, 195f Continental OnePass frequent
profiles, 96 flier program, 419, 420f
460 promise, 243–244, 252 C control, advertising, 370
BrandNewDad.com, 109 C2C (consumer to consumer) convenience, online shopping, 301
brands sites, 50–53, 68 conversion, video, 151, 156, 174
in blogs, 133, 136, 138–139 Cascading Style Sheets (CSS), copy, 308, 309f
colors, 235–238 351–352, 354 copywriters, 39
consistency, 238–245 cash payments, 302 cost efficiency, 82
defined, 27 casting, 173 cost-per-impression method,
definitions of, 374 Catalent site, 288f–289f 25, 27
distinguishing from company, CERN (European Organization for couponing, 408
218–219 Nuclear Research), 6f CPG (consumer products goods)
elements of, 227–245 Chaos radio show, 83–84 firms, 408–409
fonts, 235–238 character blogs, 134, 137 Craigslist.com, 50, 51f, 78
heightened consumer chat rooms, AOL, 77 creative directors, 37
interaction, 251 check-out process, 319–328 Crocker, Chris, 162
image, 232–238 Chief Marketing Officer (CMO) CSS (Cascading Style Sheets),
increased markets, 248–249 Counsel, 406 351–352, 354
individual message delivery, churn rate, 406, 424 custom player controls, 155–156
247–248 Citibank, 242 “cyber life” personas, 16
logos, 232–234 claiming process, loyalty Cyber Monday, 48
loyalty to, 220–227 program, 422 cyber newsrooms, 380–383, 398
negative impacts on, 19 Classmates.com, 78 cyber psychology, 17
overview, 217–218 classroom style videos, 162
personality, 229–230 click-thru rate, 389, 398, 432, D
promise, 228–229 435–436 dashboards, 344, 345f–347f, 438
reinforcement of message, CMO (Chief Marketing Officer) dating, online, 2, 106–107
250–251 Counsel, 406 days to purchase measurement,
role of Web, 245–251 Coca-Cola concert stage, Second 406
stages of, 372t Life, 204f Deal or No Deal site, 134, 135f
taglines, 234–235 codec, 154, 175 del.icio.us site, 110, 111f
trust in, 304, 320–321 comments, video-sharing site, 161 delivery, FLV file, 155
unique selling proposition, commercial informational sites, 61 delivery wait time, 302
231–232 commercials, 25, 367 demographics
breadcrumbs, 285–286, 292 communication, 87–88, 245 bloggers, 129–130
Breakenridge, Deirdre, 383–386 comparison shopping, 301 complexity of, 269–270
broad visibility, 82 compatibility, Flash video, 155 defined, 27
broadband connections, 157, 158f competition, 42, 106 defining target market,
Brookstone site, 12f compression, video, 174 262–263
browsers. See Web browsers comScore, 48, 93 Internet use, 20–23
budgets, 224 concept creation, 172 online shoppers, 304, 305t
Burger King, 14f, 396 conceptual marketing, 366, 398 social media usage, 85
burn rates, 4, 27 connection speeds, 9 video viewers, 157–161
business blogs, 126 consumer interaction, heightened, Denny’s, 63f
business models, 56–57 251 designing Web sites
business networking sites, 100–106 consumer products goods (CPG) audience retention techniques,
business plans, 261, 292 firms, 408–409 412–413
business to business (B2B) sites, consumer to consumer (C2C) breadcrumbs, 285–286
43–47, 67, 414 sites, 50–53, 68 content development, 291

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 INDEX

graphic design, 290 educational videos, 162 FOX News site, 81f
navigation, 278–282 effectiveness of advertising, 370 Fox On Demand site, 163f
page layout, 286–289 eHarmony.com, 2 FrontPage, 343
search engines, 282–283 elements, brand, 227f frustration, video viewer, 172t
site maps, 284 e-mail, 76–77 Full Metal Jackie, 83–84
tag clouds, 284–285 e-mail blast campaigns, 387–389, full-screen capabilities, 156
Deutsch NY, 374–376 390f–392f, 423, 432,
developing Web sites. See 435–437 G 461
designing Web sites eMarketer, 157 gaming, online, 8f, 61–62, 63f,
DHTML (Dynamic HTML), emotional connections to brands, 64–67, 201
352, 357 220–222 Geico Cavemen site, 166, 167f
Digg.com, 110 emotional intelligence quotient gender, Internet use by, 20t, 21–22
digitizing, 174 (EQ), 376 general social networking sites,
direct mail, 387, 423 encyclopedias, online, 9f, 15, 87–97, 112
direct marketing, 364–366, 184–186, 188–189 geography, and Internet use, 20t
386–392, 398 entertainment sites, 61–67 geotargeting, 328–329, 332
direct sales, 307–312 EQ (emotional intelligence GIFs, 290, 340, 356
disinhibition effect, 16 quotient), 376 gift cards, 421
Disney, 218–219 ERC Dataplus, 45–47 Gillette NASCAR racing site,
display advertising, 107, 111, 368 ESPN.com, 42, 43f 197, 198f
distributed Web portals, 42, 68 ethnicity, Internet use by, 20t, 305t global e-commerce usage, 299
domain names, 7 eToys.com, 5, 9f Global Positioning System
dot-coms, 4, 27 European Organization for Nuclear (GPS), 24, 27
DoubleClick, 320, 419 Research (CERN), 6f goals, 365–366, 431–437
Dow Jones Industrial Average, 8 Everquest, 8f GoLive, 343
Dreamweaver, 341–343 Excel, 349 Google, 8f, 14f, 40, 41f, 164
drop-down menus, 282f experience, product, 302 Google AdWords, 58, 368, 369f
Dynamic HTML (DHTML), Google Analytics, 437–445
352, 357 F GPS (Global Positioning System),
Facebook, 14f, 87, 88f, 89t, 92, 24, 27
E 94–96 graphic design, 290
eBay, 7, 50 false transparency, 137, 142 graphic designers, 9, 38–39
e-commerce fame, 162 graphics, video, 174
advertising, 316 family sites, 109 Grocery Manufacturers of
B2B sites, 44 Famzam.com, 54–59 America, 219–220
B2C sites, 47–50 FedEx, 232–234 gross revenue goals, 432
content provision, 328–329 feedback, 329–331 Guardian, The, 13f
defined, 68, 332 file size, 151, 155, 290 Guericke, Konstantin, 100–106
direct sales, 307–312 Firefox browser, 14f
feedback, 329–331 Flash application, 340–341 H
indirect sales, 313 Flash (.flv) file format, 38, 61, heavy social networkers, 93
mashups, 200 155–156 heavy viewers, 159
overview, 299–306 Flash Player 6, Macromedia, 13f Hershey Company, 222–227,
paid memberships and Flash Player, Adobe, 150, 153, 156 407–410
subscriptions, 314–315 flickr, 285f Hewlett Packard, 62f
retail sales growth, 12f flogs, 128, 137, 142 historical order record, 302
shopping cart, 319–323 Flooz.com, 5 hobby sites, 98–100
social media functionality, 76 .flv (Flash) file format, 38, 61, Home pages, 40, 41f, 287, 318
store layout, 317–318 155–156 honesty, blogger, 137
update frequency, 414 focus groups, 264, 292 Hotmail, 7f
economy, effect of Web on, 3 folds, 287, 292 how-to videos, 162
editing, video, 174 fonts, 236–238 HTML (HyperText Markup
educational level, Internet use formats, graphic, 38 Language), 2, 6f, 350–351,
by, 20t, 305t Forrester Research, 48 353–354, 357

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 INDEX

I M MySpace, 13f, 83–84, 89t, 92, 96,

iContact site, 390f–392f M&M company, 225–226 97f, 164
image quality, 155 Macromedia Flash Player 6, 13f MySpace TV, 164–165
Inc., 23 mail, direct, 387, 423 MySQL, 348
incentives, consumer, 395, 418 margins, 306, 332 myYearbook.com, 88–97
income, and Internet use, 20t, market share, 88–89
305t–306t marketers, Web site, 39 N
462 indirect sales, 313 marketing campaigns, 271, Napster, 8f
information distribution, 431–432 374–376, 398 narrow visibility, 82
informational sites, 59–61 marketing goals, 431–432 NASDAQ, 4f, 8f
in-house site development, marketing strategies, 48–49, 65, national events, 131
271–272 79, 192–193, 263, 292 navigation, site, 278–282, 292, 413
Initial Public Offerings. See IPOs Marketwatch.com, 314 NBC site, 10f
instant messaging, 76 mashups, 76, 112, 197–200, 210 needs assessment, 261–262
instructional videos, HP, 62f Massively Multiplayer Online Nesquik video contest, 393, 394f
interactivity, online, 408–409 Role-Playing Games Netscape browser, 2–3, 6f, 194
International Herald Tribune, 24 (MMORPGs), 201 network television, 12–13, 25
“Internet 50”, 75 Mathews, Julie, 407–410 New York Post site, 11f, 59f
Internet Advertising Bureau, 25 McDonald’s site, 10f news media, 6f, 11f, 126, 131–132,
Internet Explorer browser, 3, 7f media blogs, 126, 131–132 200
IPOs (Initial Public Offerings), 5, media players, 153–154, 175 news releases, 377, 378f, 398
27, 75 media sites, 414 Newsdesk, 196
iTunes, 13f–14f memberships, 314–315 newsgroups, 77, 112
men, Internet use by, 20t, 21–22, newspapers, online, 6f
J 159, 305t niche market social networking
Java, 352, 356–357 message board, 22, 27 sites, 112
JavaScript, 352 microblogs, 126, 142 niche portals, 42, 68
jaxtr, 100–106 Microsoft Access, 349 Nike, 222–223
JDate.com, 314, 315f Microsoft Excel, 349 Nordstrom site, 412f
journalism, 131, 132t, 163–164 Microsoft Internet Explorer numbers-based goals, 432–437
JPGs, 290 browser, 3, 7f
Jupiter Research, 171, 395 Microsoft Popfly.com, 198, O
JVC cyber news room, 381, 382f 199f–200f Obama Girl, 162
JWT, 18, 24 Microsoft SharePoint Designer, One Red Paperclip site, 51–53
343 OnePass frequent flier program,
K Microsoft shopping cart 419, 420f
Kaboodle.com, 107, 108f system, 24 Open Diary blog community, 8f
Kozmo.com, 5 Microsoft Windows Media Player open rate, 398–399
Krispy Krème, 244–245 (WMP), 153 open source, 354
Miller company, 223 opt-in lists, 388, 398
L MMORPGs (Massively Oracle, 349
LAMP (Linux, Apache, MySQL, Multiplayer Online Role- outside companies, working
and PHP) tool set, 354 Playing Games), 201 with, 272–277
landing pages, 436, 447 moderate viewers, 159–160 owners, site, 36
leads goals, 432 Mosaic browser, 6f
lifestyle sites, 109 Motorability Island, 206–209 P
light viewers, 160 Mountain Dew, 226 page layout, 286–289, 318–320
LinkedIn, 100–106 .mov file format, 154t–155t paid blogs, 128, 142
links, 278, 292 Mozilla Firefox browser, 14f “pain points”, 44
listserv, 77, 112 .mp4 file format, 154t–155t Pampers.com, 250–251
location scouting, 173 .mpg file format, 154t–155t payment methods, 321
logos, 232–235, 252 multilingual search engines, 7f PayPal, 321
lossy compression method, 155, 175 music, online, 8f, 13f–14f pay-per-click method, 25, 27, 368
loyalty programs, 418–422 MyPod Studios, 170 Pazazz Printing, 63f

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 INDEX

Pepsi Cola, 10f, 217–218, 266–267 public relations (PR), 22, 27, 81, search engines, 7f–8f, 40, 68, 126,
personal blogs, 123 364, 365f, 377–386 127f, 282–283
Personal Home Page (PHP), pulse, market, 82 Sears, Second Life, 204f
352–353 purchases, online, 300 Second Life, 13f, 201–209, 271
personalization, 87, 247, 301 purchasing reasons, 307–308 security enhancements, 9
personnel, site, 36–39 Pure Performance, 354–356 selection, online shopping,
Pets.com, 5 301–302
Pew Internet & American Life Q self-made communities, 82 463
Project, 268–271 quality, video, 151, 171–172 SharePoint, 343
Pez site, 327f QuickTime Player, 153 shipping charges, 302, 321
PFS Marketwyse, 121f, 383–386 shooting, video, 174
Photoshop, 339–340 R Shop Rite, 24
PHP (Personal Home Page), race, Internet use by, 20t, 305t shopping, online, 48, 107–108,
352–353 radio commercials, 367 301–303. See also
pictures, product, 309, 310f–312f radio HK, 7 e-commerce
Pirates of the Caribbean, 201 radio stations, online, 7f, 83–84 shopping cart systems, 24,
planning Web sites, 260–271 ratings, user, 329–330 319–325
platform compatibility, 151 reach, 27 SimplyHired.com, 42
player controls, 155–156, 175 Really Simple Syndication (RSS) site loyalty, 410–411
Plentyoffish.com, 106, 107f feeds, 76, 112, 193–197, site maps, 292
podcasts, 9f, 385 210 site schematics, 37, 68
points-based programs, 418–419, RealPlayer, 153 site tracking, 431–437. See also
420f re-broadcast, 163 Google Analytics
polls, 416 receipts, 323 site traffic, marketing campaign
PopCap Games, 64–67 “refer-a-friend” program, 395 for, 431
Popfly, 198, 199f–200f regional audiences, 432 site updates, 413–415
portals, 40–43, 68 registration, visitor, 433 SkiSpace.com, 98
PR (public relations), 22, 27, 81, relationships, online, 18 SLAC (Stanford Linear
364, 365f, 377–386 reloadable debit cards, 420–421 Accelerator Center), 6f
PR 2.0, 22, 383–386 research, pre-purchase online, social bookmarking, 76, 110–112
pre-purchase online research, 313, 313, 363–364 social connection sites, 55
363–364 research methods, 264 social media
pre-purchase summation page, return on investment (ROI), defined, 27
321–322 433–434, 447 importance of, 23
press releases, 377, 378f returning visitors, 431 interactivity, 409
pricing issues, 301, 306–307 reviews, online, 78, 301, 325, networks, 13f
print advertising, 25, 367, 373 329–331 optimization, 112
product experience, 302 RGB color model, 290 overview, 16, 54
product placement, 25, 27 .rm file format, 154t–155t releases, 384
productivity, employee, 242 ROI (return on investment), role in marketing efforts, 376
profile personalization, 87 433–434, 447 sites, 54
programmers, 38, 47, 105, 193, Rotten Tomatoes site, 60f social media marketing, 79–84,
271, 407–408 RSS (Really Simple Syndication) 112
programming languages, 57, feeds, 76, 112, 193–197, social networking
349–356 210 defined, 27, 112
programs, see names of specific Facebook, 14f
programs S generalist, 87–97
Progress Partners, 232 sales tax, 302 marketing impact of, 15–19
progressive downloads, 151, salespeople, 301, 303 MySpace, 13f
152t–153t, 175 scheduled events, Motorability niche markets, 98–109
promotional efforts, 246 Island, 209 overview, 53–59
promotions, 364, 365f, 393–395, schematics, 279, 280f, 292 tools, 66
398 scrapping, 129, 142 spam, in blogs, 129, 138
psychographics, 263, 292 script writing, 173 specialized advertising, 370

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 INDEX

“spiff ” program, 421 toxic disinhibition, 16 W

splogs, 128–129, 142 tracking e-mail blasts, 389, 392f Wal-Mart site, 283f
Sproles, Kevin, 323–328 traditional marketing, 19, 23 Washington Mutual, 242–244
SQL Server, 348 traffic, site, 431 “watches”, 196–197
stages, brand, 372t Train site, 80f Web
Stanford Linear Accelerator transparency, 137 history of, 2–14
Center (SLAC), 6f Travelocity, 388f usage trends, 20–23
464 Starbucks, 226 trends, market, 136 Web Boom, 2–3
start-up screen, Flash player, 156 trust, 82, 271, 304, 320–321 Web browsers, 2–3, 6f–7f,
static pages, 276, 292 Twitter site, 126, 128f 14f, 194
stock market, 3–4, 7f, 75 Web portals, 40–43, 68
store layout, 317–318 U Web servers, 6f
story boards, 173, 175 Under Armour, 223 Web sites
streaming technology, 14f, 151, unemployment rate, 3 See also designing Web sites
152t–153t, 175 unique selling proposition changes in, 10f–12f
streaming video, 369, 385 (USP), 231–232 goals, 432–433
street journalism, 163–164 United Spinal Association number of, 3, 8f, 14f
style guides, 239, 240f–241f, 252 (USA), 206–208 types of, 40–67
sub-brands, 219 unsociability of online shopping, Web tools, 23f
subscriptions, 314–315 303 webcams, 6f
subservientchicken.com, 14f, 396 updating blogs, 133, 138 Webinars, 433–437, 447
SurveyMonkey site, 264, 265f uploading video, 174 Weblogs, 77. See also blogs
surveys, 264, 417 USA (United Spinal Association), WebMD site, 60f
.swf file format, 154t–155t 206–208 Webvan, 5, 9, 9f
USA Today, 75 What You See Is What You Get
T user-generated marketing, 102–103 (WYSIWYG) editors,
tag clouds, 284–285, 292 USP (unique selling proposition), 341–343, 357
Tagged, 89t 231–232 widgets, 344, 357
taglines, 234–235, 253 Wikipedia, 9f, 15, 184–186,
tags, 110, 113 V 188–189
target audience, 262–271 vector graphics, 290, 340, 357
wikis, 75, 113, 183–193, 210
target market, 262, 292 vendors, outside agency, 273–275
WikiWikiWeb site, 184, 188
Target site, 286f, 316, 330 venture capitalists, 3, 23, 36
Windows Media Player (WMP),
TECH, The, 6f video, Web-based, 25, 82, 150–
153
technology, improvements in, 9 156, 160t, 161–174, 312
wish lists, 422
Technorati, 122, 127f video blogs (vlogs), 75, 113, 126
.wmv file format, 154t–155t
teens, 85, 89–93 video contests, 393
women, Internet use by, 20t,
telemarketing, 386–387 video players, 13f
21–22, 159, 305t
television, 12–13, 25, 367 video-sharing sites, 14f, 61–62,
Woodall, Ibrey, 385
testing, site, 38 63f, 231–232
WordPress, 344–347
theme, advertising, 372–373 viral marketing, 14, 14f, 105, 365,
world events, 131
threads, 22, 27 395–398
WYSIWYG (What You See Is
360-degree marketing program, viral messaging, 82–84
What You Get) editors,
408–409 virtual worlds, 76, 113, 200–210,
341–343, 357
thumbnails, 309, 310f–312f, 332 271
tiers, 279–281, 292 visibility, 82
time frame, advertising, 373 visitor registration, 433 Y
Time Magazine, 205 visitor retention, 263, 292 Yahoo!, 6f, 11f, 40, 41f
Time Warner, 8, 8f visits to purchase measurement, YouTube, 14f, 61–62, 164, 194,
timeline, of Web, 6f–9f, 13f–14f 406 231–232
timeline-based interface, vlogs (video blogs), 75, 113, 126
Flash, 340 Volusion.com, 323–328, 326f–328f Z
“Top 10”, 40 voting, 416 Zogby International, 131–132

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