The book covers everything you would expect, including social media, email marketing, and search engine optimization (SEO) in a concise format that is typical of texts from this publisher, SitePoint Pty. “Online Marketing Inside Out,” provides very good, basic information about online marketing tactics and seeks to briefly help users combine those tactics into an intelligent online promotional strategy. For just $29.95, purchasing and reading this book is well worth the investment. “The PeC Review,” is my weekly attempt to introduce you to some of the products and services that I believe can help you improve your ecommerce business. For this reason, I am awarding “Online Marketing Inside Out” four and a half out of a possible five stars in this “The PeC Review.” So what has me praising good marketing? A new book from authors Brandon Eley and Shayne Tilley titled, “ Online Marketing Inside Out.” The book proposes to cover “all you need to know to start promoting your business online.” And to a significant degree it delivers. But online, with thousands of sites competing, a clever location (URL) is not enough, and good marketing makes all of the difference. For example, there is a small, dirty bike shop I know that outsells all of its competition, simply because 20 years ago its disagreeable owner bought a storefront on what has become one of the busiest corners in my state. In the brick-and-mortar world, a small retailer might have a half-dozen competitors citywide, and location, longevity, and luck can be as important as marketing. Boiled down to its essence, ecommerce is really about marketing.
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