ONLINE-ADS>> Seeking Input for Online Mktg Book

Rick Bruner (book_at_bruner.net)
Sun, 1 Jun 1997 02:20:02 -0700

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Greetings,

I've been lurking on this list for months and pick up lots of ideas here
for reporting I do. Now I'd like to ask for help.

I'm co-writing a book with CyberNautics for Hayden Books about Net
marketing. Not the first such book, true, but with our combined experience
(they're an online audience devel. & design shop with great clients
(www.cybernautics.com); I managed the PR launch for Marimba and others
while at NRG PR and now write about Web advertising for Ad Age), I believe
we have many new, good ideas.

But we're not omniscient. Hence, I invite list members to e-mail me with
online mktg highlights. In particular, I'm seeking the following:

o Resources: stand-out sites, lists, books, mags, newsletters,
etc., for advice, links, indexes, news, how-tos, etc.
devoted to online mktg, incl. online ads, PR (online &
print), grass-roots promos (newsgroups, reciprocal linking,
sweepstakes, etc.), site design, content strategy (incl.
outsourced content for sale), search engine ranking,
netiquitte, jargon glossaries, etc., etc., ETC.! Of course,
CyberNautics & I already know most major such resources and
many lesser ones, but for thoroughness, assume nothing. We
want a comprehensive appendix of such resources.

o Reports: reliable (particularly free) research on topics
related to above.

o Stellar sites: Examples of sites that *totally get it*;
models of effective online marketing. Could be great ad
campaigns (high click-throughs), innovative biz models,
creative promos, etc.

o No-nos: Major mistakes you or others have made that should
be avoided.

o Promises of the future: Technologies and trends on the
horizon... (This chapter still needs much research &
brainstorming, so all input especially welcome.)

o Any other key advice: If *you* were writing the
"definitive" book online mktg, what would you be sure to
include?

Why help? A) Great publicity if your own site is mentioned. B) I promise to
acknowledge sources of especially good ideas. C) I'll name as many big
helpers as space allows in the book's acknowledgements. D) In the
interactive spirit of the Net, I figured I'd admit we don't know everything
and seek input from other experts on the medium we're extolling.

Please send any thoughts to <book_at_bruner.net>. I'll do my best to respond
to all. If you'd like to be added to a list of folks to whom I may send out
hysterical on-deadline questions, please note that in your message.

With the moderator's permission, I'll digest the best ideas and resubmit to
this list, but perhaps not for several weeks.

Rick E. Bruner book_at_bruner.net
Bruner Communications Web site RSN ;^)

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