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Buyer Personas

How to Gain Insight into your Customers Expectations, Align your Marketing Strategies, and Win More Business

Author: Adele Revella

Publisher: John Wiley & Sons

ISBN:

Category: Business & Economics

Page: 256

View: 190

See your offering through the buyer's eyes for more effective marketing Buyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions. Written by the world's leading authority on buyer personas, this book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes. Readers will learn how to segment their customer base, investigate each customer type, and apply a radically more relevant process of message selection, content creation, and distribution through the channels that earn the buyers' trust. Rather than relying on generic data or guesswork to determine what the buyer wants, the buyer persona approach allows companies to ask the buyer directly and obtain more precise and actionable guidance. Buyer personas are composite pictures of the people who buy solutions, services or products, crafted through a unique type of interview with the people the marketer wants to influence. This book provides step-by-step guidance toward implementing the buyer persona approach, with the advice of an internationally-respected expert. Learn who buys what, and why Understand your buyer's goals and how you can address them Tailor your marketing activities to your buyer's expectations See the purchase through the customer's eyes A recent services industry survey reports that 52 percent of their marketers have buyer personas, and another 28 percent expect to add them within the next two years – but only 14.6 percent know how to use them. To avoid letting such a valuable tool go to waste, access the expert perspective in Buyer Personas, and craft a more relevant marketing strategy.

Buyer Personas

How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business

Author: Adele Revella

Publisher: John Wiley & Sons

ISBN:

Category: Business & Economics

Page: 240

View: 168

Named one of Fortune Magazine’s “5 Best Business Books” in 2015 See your offering through the buyer's eyes for more effective marketing Buyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions. Written by the world's leading authority on buyer personas, this book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes. Readers will learn how to segment their customer base, investigate each customer type, and apply a radically more relevant process of message selection, content creation, and distribution through the channels that earn the buyers' trust. Rather than relying on generic data or guesswork to determine what the buyer wants, the buyer persona approach allows companies to ask the buyer directly and obtain more precise and actionable guidance. Buyer personas are composite pictures of the people who buy solutions, services or products, crafted through a unique type of interview with the people the marketer wants to influence. This book provides step-by-step guidance toward implementing the buyer persona approach, with the advice of an internationally-respected expert. Learn who buys what, and why Understand your buyer's goals and how you can address them Tailor your marketing activities to your buyer's expectations See the purchase through the customer's eyes A recent services industry survey reports that 52 percent of their marketers have buyer personas, and another 28 percent expect to add them within the next two years – but only 14.6 percent know how to use them. To avoid letting such a valuable tool go to waste, access the expert perspective in Buyer Personas, and craft a more relevant marketing strategy.

The World's Best Buyer Persona System

The Buyer Persona Reimagined: It's Not Who They Are But HOW THEY THINK!

Author: Stormie Andrews

Publisher: Yokel Local Publications

ISBN:

Category:

Page: 182

View: 222

This is a business and marketing book geared toward helping organizations develop a superior buyer persona (customer avatars). The problem with most buyer personas is that they focus on demographics. Unfortunately, demographic-based personas rarely help sales, messaging, customer service, or even contribute to the bottom line. Therefore, the World's Best Buyer Persona(R) System helps you discover how your customers think, and understanding how they think is truly magical! Once you understand how they think, you will be able to create superior messaging that will give you an unfair advantage over your competition by regularly positioning your brand in front of your ideal prospects before your competition even knows they exist.

The New Rules of Marketing and PR

How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly

Author: David Meerman Scott

Publisher: John Wiley & Sons

ISBN:

Category: Business & Economics

Page: 287

View: 278

Scott analyses how the internet has revolutionised communications and promotions. Told with many compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.

Data-Driven Personas

Author: Bernard J. Jansen

Publisher: Morgan & Claypool Publishers

ISBN:

Category: Computers

Page: 317

View: 409

Data-driven personas are a significant advancement in the fields of human-centered informatics and human-computer interaction. Data-driven personas enhance user understanding by combining the empathy inherent with personas with the rationality inherent in analytics using computational methods. Via the employment of these computational methods, the data-driven persona method permits the use of large-scale user data, which is a novel advancement in persona creation. A common approach for increasing stakeholder engagement about audiences, customers, or users, persona creation remained relatively unchanged for several decades. However, the availability of digital user data, data science algorithms, and easy access to analytics platforms provide avenues and opportunities to enhance personas from often sketchy representations of user segments to precise, actionable, interactive decision-making tools—data-driven personas! Using the data-driven approach, the persona profile can serve as an interface to a fully functional analytics system that can present user representation at various levels of information granularity for more task-aligned user insights. We trace the techniques that have enabled the development of data-driven personas and then conceptually frame how one can leverage data-driven personas as tools for both empathizing with and understanding of users. Presenting a conceptual framework consisting of (a) persona benefits, (b) analytics benefits, and (c) decision-making outcomes, we illustrate applying this framework via practical use cases in areas of system design, digital marketing, and content creation to demonstrate the application of data-driven personas in practical applied situations. We then present an overview of a fully functional data-driven persona system as an example of multi-level information aggregation needed for decision making about users. We demonstrate that data-driven personas systems can provide critical, empathetic, and user understanding functionalities for anyone needing such insights.

Buyer Personas A Complete Guide - 2020 Edition

Author: Gerardus Blokdyk

Publisher: 5starcooks

ISBN:

Category: Business & Economics

Page: 306

View: 652

How do you track customer value, profitability or financial return, organizational success, and sustainability? How will you know when its improved? What are the strategic priorities for this year? What information do you gather? What scope do you want your strategy to cover? This astounding Buyer Personas self-assessment will make you the entrusted Buyer Personas domain adviser by revealing just what you need to know to be fluent and ready for any Buyer Personas challenge. How do I reduce the effort in the Buyer Personas work to be done to get problems solved? How can I ensure that plans of action include every Buyer Personas task and that every Buyer Personas outcome is in place? How will I save time investigating strategic and tactical options and ensuring Buyer Personas costs are low? How can I deliver tailored Buyer Personas advice instantly with structured going-forward plans? There's no better guide through these mind-expanding questions than acclaimed best-selling author Gerard Blokdyk. Blokdyk ensures all Buyer Personas essentials are covered, from every angle: the Buyer Personas self-assessment shows succinctly and clearly that what needs to be clarified to organize the required activities and processes so that Buyer Personas outcomes are achieved. Contains extensive criteria grounded in past and current successful projects and activities by experienced Buyer Personas practitioners. Their mastery, combined with the easy elegance of the self-assessment, provides its superior value to you in knowing how to ensure the outcome of any efforts in Buyer Personas are maximized with professional results. Your purchase includes access details to the Buyer Personas self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows you exactly what to do next. Your exclusive instant access details can be found in your book. You will receive the following contents with New and Updated specific criteria: - The latest quick edition of the book in PDF - The latest complete edition of the book in PDF, which criteria correspond to the criteria in... - The Self-Assessment Excel Dashboard - Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation - In-depth and specific Buyer Personas Checklists - Project management checklists and templates to assist with implementation INCLUDES LIFETIME SELF ASSESSMENT UPDATES Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.

Strategic Product Management according to Open Product Management Workflow

The book on Product Management that explains the Product Managers tasks step by step and provides useful tools as applied in practice

Author: Frank Lemser

Publisher: BoD – Books on Demand

ISBN:

Category: Business & Economics

Page: 132

View: 797

The book »Strategic Product Management« is the introduction to the topic of Product Management according to Open Product Management Workflow. Note: the tools and templates, which are mentioned in the book, are deliberately not included, but will be issued in the trainings, as their application needs to be explained and exercised under guidance in practical examples. Additionally the book can be downloaded as PDF for free on the proProduktmanagement website. Besides general questions about tasks and how to organize Product Management as well as roles in Product Management, the book offers a step by step explanation of how to get to a decision proposal or business plan, which is based exclusively on market facts. This way bad investments are avoided and discussions about strategies and future products are reduced. The exemplary product called »SelfBackup« shows comprehensibly, how you develop an innovative product on the basis of market facts. Starting from interviews with market participants, identifying problems and persona and simple analyses you are enabled to derive all strategies required for the consolidated business plan which is the end result of the workflow. In addition, the book »Strategic Product Management« contains numerous other tips and practical examples. This book is the first one in the series and the basis for the subsequent books »Technical Product Management« and »Successful Go-to-Market« according to Open Product Management Workflow. As mentioned above you can download the book »Strategic Product Management« on the proProduktmanagement website for free and read about the importance of strategic and market-driven Product Management. Thus, you create the basis for further steps such as Technical Product Management as well as Successful Go-to-Market.

HubSpot Certification Guide

The entire preparation for the HubSpot Tool Certification in 8 days

Author: Patrick Reichert-Young

Publisher: BoD – Books on Demand

ISBN:

Category: Business & Economics

Page: 136

View: 881

Dive into the worldwide 1st HubSpot Certification Guide to get HubSpot certified in only 8 days! Learn how to not only use the tool but also understand the Inbound Marketing terminology in this extensive summary. With two chapters each day, you will be able to pass the HubSpot Certification without the need of consuming the whole HubSpot Academy content in every detail. The structure of this guide is following the official HubSpot (Tool) Certification and the related courses. It provides the context and explains all relevant functionalities of the HubSpot Marketing Software in 16 separate sections, plus a summary on the Inbound Methodology, which has been put in front as Section 0. With a time investment of approx. 3 hours per day the entire preparation for the HubSpot Certification can be completed within 8 days, corresponding to two chapters per day. Preparing you with precise wording based on the HubSpot Certification and technical screenshots from the tool itself, this guide will train you in all necessary fields concerning Email Marketing, Content Marketing and Marketing Automation. Get certified - now.

Social Media

Marketing & Branding

Author: Ankit Srivastava

Publisher: BPB Publications

ISBN:

Category: Computers

Page: 357

View: 837

Marketing & Branding DESCRIPTION Before you invest your time in this book, you should find the answers to the following questions; How can this book help you get a job? Why not study online? Why this book? Social Media Marketing and Digital Branding are one of the top 15 in-demand skills for getting a job in 2019-20, along with Content Marketing and Influencer Marketing. A complete module is dedicated to getting you a job. In this book, you’ll get a Career Guide for Digital Marketing Jobs, CV templates, Chapter-Wise Interview Questions, and a Guide on Personal Branding for getting better jobs. Completing this book will get you an exclusive certificate in Digital Campaign Design and will prepare you to directly appear for Facebook™, Twitter™, Hootsuite™ and HubSpot™ certifications. While most online course and blogs concentrate on quick tips to use digital tools and platforms. KEY FEATURES Complete this book to earn an exclusive certificate in “Digital Campaign Design” and “Social Media Marketing” Prepare for Social Media Certification from Facebook, Twitter and more Digital Marketing Career Guide Included Free Resume templates 45 Digitally Interactive Chapters 20+ Case Studies 160+ Chapter-wise Interview Questions Become Job ready in 4-weeks ! WHAT WILL YOU LEARN Book has 45 easy to grasp chapters grouped into 13 interactive modules dedicated to teaching you the step by step process of using digital platforms to develop successful marketing campaigns using effective advertising strategies based on consumer behaviour, segmentation, positioning, brand management, and the customer lifecycle. Live link case studies and process guides have been included for a hands-on learning experience. WHO THIS BOOK IS FOR You could be a student, a fresh graduate, or a working professional with any educational background and you will be able to start your career in digital marketing with the help of this book. Table of Contents Social Media Marketing for Each Step of the Digital Customer’s Life Cycle The Digital Customer Life Cycle Phases and Stages of the Customer Experience Funnel Digital Ads (Part 1) Programmatic and Real Time Digital Ad Buying (How Digital Ads Work) Programmatic Bidding for ADS on Facebook Setting up A Facebook & Instagram Ad Campaign Facebook Ad Types Creating Facebook Ad’s Creative and Copy Ad Reporting and Optimization Segmentation Convectional Segmentation Segmenting Audience with Facebook Remarketing with Facebook’s Custom Audience Digital Behavioral Segmentation Using Custom Audience Creating Buyer Personas Digital Value and Marketing Message Unique Digital Value Proposition Perceived Benefits, Hassel Factor, and Means End Theory for Crafting A Marketing Message Designing a Unique Digital Value Proposition Digital Media and Engagement Paid, Earned, and Owned Media Social Media Engagement Content Marketing for Social Engagement and Story Telling Content Marketing User-Generated Content Transmedia Storytelling Digital Influence Driven Marketing Digital Influence Influencer Marketing UI, UX, CX, and BX for Digital Marketing Understanding UI, UX, CX and BX CX and UX for Social Media Digital Brand Experience and Management Digital Branding Brand Promotors and Detractors Social Listening, Selling, Care, and Crisis Social Listening Social Selling Social Media for Customer Service, Support, and Delight Setting Up Social Customer Care Managing a Social Media Crisis Agile Testing for Social Media A/B Testing A/B Testing Facebook Ad Campaigns Digital Ads (Part 2) Linkedin Ad Campaigns Instagram Story Ads Snapchat Ads Twitter Ads Advertising on Pinterest, Quora, and Reddit GDPR, Budgeting, and Behavioral Psychology Digital Career Guide A Repository of Campaign Case Studies Job Guide Resume Tips and Linkedin for Jobs Chapter-wise Interview Questions Certifications

Tuned In

Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs

Author: Craig Stull

Publisher: John Wiley & Sons

ISBN:

Category: Business & Economics

Page: 224

View: 627

If you market a product, service, or idea in any business, industry or organization, you must read Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs, a guide to understanding and meeting the needs of consumers, whether or not they make those needs clear. An easy-to-follow six-step process developed over the past 15 years can help you address unsolved problems, recognize buyer personas, quantify impact and create breakthrough experiences. Stop wasting time by guessing what your market needs and start understanding consumer desire.

The New Rules of Marketing & PR

How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

Author: David Meerman Scott

Publisher: John Wiley & Sons

ISBN:

Category: Business & Economics

Page: 439

View: 911

Filled with compelling case studies and real-world examples, this pioneering guide presents up-to-date marketing strategies for using the Internet and social media to promote products and services directly to the widest audience. Original.

Knowledge Management for Process, Organizational and Marketing Innovation: Tools and Methods

Tools and Methods

Author: O'Brien, Emma

Publisher: IGI Global

ISBN:

Category: Business & Economics

Page: 308

View: 843

"This book outlines different tools and technologies that can be applied depending on the type of innovation an organization desires, providing concrete advice on the different types of innovation, situations in which innovation may be useful and the role of knowledge and different tools and technologies to support it"--Provided by publisher.

The New Rules of Sales and Service

How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business

Author: David Meerman Scott

Publisher: John Wiley & Sons

ISBN:

Category: Business & Economics

Page: 304

View: 462

The essential roadmap for the new realities of selling when buyers are in charge Sales and service are being radically redefined by the biggest communications revolution in human history. Today buyers are in charge! There is no more 'selling'—there is only buying. When potential customers have near perfect information on the web, it means salespeople must transform from authority to consultant, product narratives must tell a story, and businesses must be agile enough to respond before opportunity is lost. The New Rules of Sales and Service demystifies the new digital commercial landscape and shows you how to stay ahead of the pack. Companies large and small are revolutionizing the way business gets done, and this book takes you inside the new methods and strategies that are critical to success in the modern market. Real-world examples illustrate the new marketplace in action, and demonstrate the brilliant utility of taking a new look at your customer and your business. This new edition has been updated to reflect the current reality of this rapidly-evolving sphere, with fresh strategies, new tools, and new stories. Whether you're an independent contractor, a multi-national corporation, a start-up, or a nonprofit, this book is your essential guide to navigating the new digital marketplace. David Meerman Scott provides up-to-the-minute analysis of the current state of the digital commercial landscape, plus expert guidance toward the concepts, strategies, and tools that every business needs now. Among the topics covered in detail: Why the old rules of sales and service no longer work in an always-on world The new sales cycle and how informative Web content drives the buying process Providing agile, real-time sales and service 24/7 without letting it rule your life The importance of defining and understanding the buyer personas How agile customer service retains existing clients and expands new business Why content-rich websites motivate interest, establish authority, and drive sales How social media is transforming the role of salesperson into valued consultant Because buyers are better informed, and come armed with more choices and opportunities than ever before, everything about sales has changed. Salespeople must adapt because the digital economy has turned the old model on its head, and those who don't keep up will be left behind. The New Rules of Sales and Service is required reading for anyone wanting to stay ahead of the game and grow business now.

Answer Intelligence

Raise your AQ

Author: Brian Glibkowski

Publisher: Emerald Group Publishing

ISBN:

Category: Business & Economics

Page: 320

View: 688

In a business world and society focused upon questions, there has been an underappreciation of answers in capturing our attention, imagination and critical examination. In a complex and fast-moving world, Answer Intelligence (AQ) is our ability to provide elevated answers to emotionally connect, explain and predict, and achieve results.

World Wide Rave

Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories

Author: David Meerman Scott

Publisher: John Wiley & Sons

ISBN:

Category: Business & Economics

Page: 208

View: 653

A World Wide Rave! What the heck is that? A World Wide Rave is when people around the world are talking about you, your company, and your products. It's when communities eagerly link to your stuff on the Web. It's when online buzz drives buyers to your virtual doorstep. It's when tons of fans visit your Web site and your blog because they genuinely want to be there. Rules of the Rave: Nobody cares about your products (except you). No coercion required. Lose control. Put down roots. Point the world to your (virtual) doorstep. You can trigger a World Wide Rave: Just create something valuable that people want to share and make it easy for them to do so. What happens when people can't stop talking online about you, your company, and your products? A World Wide Rave is born that can propel a brand or company to seemingly instant fame and fortune. How do you create one? By learning the secret to getting links, YouTube, Facebook, and blog buzz to drive eager buyers to your virtual doorstep. For free. In World Wide Rave, David Meerman Scott, author of the award-winning hit book The New Rules of Marketing and PR, reveals the most exciting and powerful ways to build a giant audience from scratch.

Digital and Social Media Marketing

A Results-Driven Approach

Author: Aleksej Heinze

Publisher: Taylor & Francis

ISBN:

Category: Business & Economics

Page: 320

View: 457

Digital and Social Media Marketing: A Results-Driven Approach is an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been developed in close collaboration with the Search Engine Marketing Trade Association (SEMTA), it is a reliable source of prevailing industry standards for practitioners at the cutting edge of their trade. Unlike other digital marketing texts, this accessible textbook gives special consideration to the ethical challenges raised by an increasingly digital world. Equally unique is the book’s Digital Business Maturity Model, which offers organisations a clear roadmap for understanding their relative levels of technology adoption. Embracing the true spirit of Digital and Social Media Marketing, the book will be the first of its kind in this field with digital learning materials, case studies and exercises available in a supporting Massive Open Online Course (MOOC). The MOOC will enhance learners’ experience and create an interactive international learning community. This book will provide a hands on, accessible and user friendly platform to turn skills and knowledge into strategic advantage. Ideal for postgraduate learners, instructors interested in providing a unique and up-to-date learning experience and for SMEs and practitioners aiming to be at the cutting edge of Digital and Social Media Marketing.

The New Marketing

How to Win in the Digital Age

Author: Cheryl Burgess

Publisher: SAGE

ISBN:

Category: Business & Economics

Page: 288

View: 772

In our hyper-connected world that is changing at warp speed, marketers recognize the need to shift from traditional marketing methods to a new way that can help them better navigate the unpredictable environment. For traditionalists, this change has posed a challenge. Many have tried to incorporate new approaches into the old models they grew up with, only to be frustrated with the results. From the bestselling authors of The Social Employee, and LinkedIn Learning course authors, comes a powerful new textbook that cracks the marketing code in our hyper-focused digital age. The New Marketing, with contributions spanning CMO trailblazers to martech disruptors, behavioral economics luminaries at Yale to leading marketing thinkers at Kellogg and Wharton, is a GPS for navigating in a digital world and moves the craft of marketing through the forces of marketing transformation. We can’t predict the future. But our goal is to help make Masters/MBA students and marketing practitioners future-ready and successful.

Ultimate Guide to Email Marketing for Business

Author: Susan Gunelius

Publisher: Entrepreneur Press

ISBN:

Category: Business & Economics

Page: 260

View: 679

Send Better Email. Build a Better Business. With more than 2.6 million email messages sent every second, it's becoming harder to stand out in inboxes—not to mention in a sea of spam, which accounts for 67 percent of those emails. Marketing and strategic branding expert Susan Gunelius gives you the tools you need to grow your list of email subscribers, keep them engaged, and turn them into lifelong customers. By focusing on building a strong foundation first, you'll learn how to develop a comprehensive email marketing program designed to evolve with your business. Then, Gunelius shows you how to convert subscribers into buying customers and vocal brand advocates with the techniques that marketing professionals use to build their businesses and increase their revenue using email. You'll learn how to: Use free content to encourage people to subscribe to your email list Develop conversion funnels that drive people to buy from you or sign up for your webinars Save time and keep subscribers engaged with your brand with email automation Boost conversions with list segmentation techniques designed to get the right message to the right people at the right time Test your messages and analyze your performance using key metrics to improve your results Win back customers with automation and personalization strategies designed to build a one-on-one relationship with your audience Understand the laws and deliverability rules you must follow and tools to help you along the way

The Art of Social Selling

Finding and Engaging Customers on Twitter, Facebook, LinkedIn, and Other Social Networks

Author: Shannon Belew

Publisher: AMACOM

ISBN:

Category: Business & Economics

Page: 272

View: 806

Internet marketing strategies have evolved well past the days of purchasing banner space on popular websites and hoping the right customers stumble upon it during their late-night searches. With the explosion of social media platforms, businesses can now tap into specific online communities and be confident that they are communicating directly and regularly with their target audience. Citing enlightening research and real-world examples, The Art of Social Selling presents readers with a detailed methodology for growing sales and expanding their customer base via Facebook, Twitter, LinkedIn, Pinterest, and other social media platforms. Learn how to:• Use content and conversations to build online relationships that transition to sales • Execute realistic sales strategies for each of the major social media platforms • Spot social media trends that may influence future buying behaviors • Sell online in B2B and B2C environments • Turn social shares (likes, favorites, +1s) into social sales • Set tangible goals • Use online tools and analytics to track social influencers and identify relevant conversations as they are happeningComplete with a chapter dedicated to capturing mobile sales--a segment currently exploding as the adoption of smartphones and tablets continues to grow--this invaluable guide is a must-have resource for sales professionals in every industry.

Mastering Web 2.0

Transform Your Business Using Key Website and Social Media Tools

Author: Susan Rice Lincoln

Publisher: Kogan Page Publishers

ISBN:

Category: Business & Economics

Page: 224

View: 904

Google. Amazon. Facebook. There are plenty of webtastic success stories out there, but there are also millions of companies, web sites and internet experiments floundering in cyberspace. Why should some race to glory whilst others fail to finish? Mastering Web 2.0 will help anyone, from the individual entrepreneur to organizations of any size, make sense of the confusing array of marketing options the internet has to offer. The Web is a very fragmented place, but Susan Rice Lincoln, an online branding and communications expert, pulls all the strands together to help you to make informed decisions and create an intelligent, holistic marketing strategy. She investigates the new tools of the web 2.0 world such as blogging, video casting, article and e-mail marketing, social media, search engine optimization, viral marketing and podcasts, describing how to put them all to good use, or select the most appropriate one for you. Mastering Web 2.0 is not for techies or utopian visionaries - it's a book for the rest of us. It will help you to strip away the hype and fully grasp the powerful possibilities the internet has in store for you.