Average Reviews:
(More customer reviews)I have spent more than 10 years developing websites, optimizing them for Google, and helping my clients with online marketing. The Ultimate Marketing Toolkit seems to offer a good starting point for newbies to business promotion, but it's not very in-depth.
What's good about this book is that the author covers a variety of basics to marketing, rather than just web promotion. Peters breaks down the benefits of being able to sum up your business in a 30-second intro, how to create your logo, and how to craft an effective business card.
The book covers the basics behind blogging, drafting subscriber-based newsletters, sending press releases, and even creating brochures. The author breaks down ideal ways to structure your business website, and the best way to call your site visitor to action.
What is especially useful about this book is that Peters not only suggests how to create a marketing campaign from the ground up, but provides lists of useful website links to get you started.
What the book lacks is depth, however. Most of the ideas in this book are Marketing 101, and noticeably recycled from other works on business promotion.
Some of the suggestions that Peters makes about writing website content is noticeably off the mark. In Chapter 6 (The Website), Peters suggests having no more than 250 words on any page of your site. What she doesn't realize is that Google loves keyword-rich text, and more content means better results from search engines. There have also been psychological studies proving that long-copy on websites outperforms short-copy.
The book's greatest flaw is that it fails to cover Search Engine Optimization, commonly known as SEO. The term SEO makes only one appearance in the entire book, ironically in a chapter on pay-per-click advertising. For a book that touts itself as the "Ultimate Marketing Toolkit", it's bizarre that no light is shed on the #1 way to market a website. It's also blatantly false advertising, considering the back cover of the book states that she "clues you in to Search Engine Optimization." The Amazon product description also mentions SEO, when a two-sentence blurb is the only reference to it throughout the entire book.
If this were a book about creating a business identity, I would have rated it four stars. But considering this is a book on marketing in an internet age, it's incredibly lacking. If you're new to web marketing, avoid this book. Consider books such as "Web Marketing All-in-One Desk Reference For Dummies", "CA$HVERTISING", and "Letting Go of the Words."
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From e-mail to YouTube, Facebook to webvertising?the tools of marketing have never changed so quickly. Now marketing professionals can ensure their business has the best marketing plan, supported by the most cutting-edge techniques. This book gives marketers what they need to make their businesses thrive. In simple, nontechnical language, Paula Peters shows professionals how to use marketing tools like:
Blogs and blogging
Pay-per-click advertising
Search engine optimization
E-mail offers
E-newsletters
Filled with samples and resource lists, this book is the only book a marketing professional will ever need.
