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					                       Internet Marketing

Introduction

Course Content

Marketing

Internet Marketing

Advertising

Strategic

Creative

Media

Campaign Management

Public Relations

Internet Marketing Project

Methods of Training

Business models

One-to-one approach

Appeal to specific interests

Geo-targeting

Advantages

Pay-Per-Click Advertising

Limitations

Security concerns

1
Usage trends

Effects on industries

Traditional Article Marketing

Internet Article Marketing

Developments

Statistics

Conversion rate

Measures

Methods to Increase the Conversion in e-Commerce

Digital Marketing – Pull vs. Push

Digital Marketing and Multi-Channel Communications

Digital Marketing Terms

Distinction from industrial media

Social media and "social authority"

Examples of social media software applications include:

Communication

Collaboration/authority building

Multimedia

Reviews and opinions

Entertainment

Brand monitoring
2
Online Promotion

Offline Promotion

Platforms

Online identity management

Objective

Motivation

About the IAB

User-generated Content beyond the Web

Email Campaign Results

Evolution of Advertising and Media

Creating A Sales and Marketing Strategy
Viral Marketing Defined

The Classic Hotmail.com Example

Elements of a Viral Marketing Strategy




How to conquer Yahoo email



Instructions




3
How to Promote a Product Using Social Networking Sites




4
How to Market on faceb




    5
                            Internet Marketing
                                  Introduction
When it comes to the Web, E-mail, Interactive TV and Wireless Media areas,
Internet Marketing has proven to be one of the most powerful tools in all of these
areas.

The efficient nature of Internet Marketing and Advertising has made it possible for
over 1 billion users to reach a greater number of previously inaccessible markets
both on a national and global basis.

                                 Course Content

Marketing

Introduction to Marketing and the Marketing Concept; Barriers to Marketing
Implementation; The Marketing Environment - Political, Economic, Social and
Technical Factors; The Market Information System; The Market Research Process
- Collecting and Analyzing Data; Reporting the Findings.


Internet Marketing


Analyzing the Web: Website Hits, Page View Analytics, Recording Online Visitor
Statistics, Time of Visit to Website, Keyword Phrase Used, IP Address
Information, Web Arrival and Exit Pages, Logfile versus Page Tagging, Web Click
Tracks and Google Analytics, Benefits of Web Analytics.

Keyword Management: Key - Genetic Modifiers, Location, Price, Types, Industry
Specific, Keyword Tools. Keyword Phrase Research, Keyword Buying Phrases,
Focused Product Related Pages, The Tier System and Keyword Evolution,
Choosing Keyword Density, Effective Keywords, and Regionalization of
Keywords.

Factors Influencing Web Optimization: Domain Name Selection, Inbound Linking
and the Anchor Text Factor, Landing Page Optimization, Spiders, Crawlers and
Robots, Principals of Attracting Robots, Maximizing your Website's Title Tag,
Head and Meta Tag Content, Opening Paragraphs, Use of Formatting Tags to
Attract Robots, Posting your Site to Search Engines, Reposting After Changes.

     6
Advertising

Strategic
Introduction to Advertising; Representative Bodies; Codes of Practice;
Relationship between Advertising, Advertisers, Online & Offline Media and PR;
Advertising Agency - Structure, Appointment, Remuneration and Evaluation;
Strategic Development and the Creative Process.

Creative

Creativity in Advertising; The Creative Process - Themes, Rational and Emotional
Motives to Purchase; Integration of Direct Marketing Concepts into Creative
Strategy; Testing Creative Effectiveness; Campaign Creation and Development -
Key Procedures, Considerations and Methodologies; Exploring Opportunities for
Integration with other Communication Techniques - Sponsorship, PR, Sales
Promotion, Direct Marketing and E-Commerce.

Media

Media Planning Process - Media Options, Identification and Critical Analysis;
Budgeting for Media Choice and Scheduling; The Role of Media in the
Advertising and Promotional Mix; The Media Buying Department - Form and
Function; Media Classes and Vehicles, Structure, Characteristics, Planning,
Evaluation and Scheduling; The Media as Relationship Builders - Growth and
Effect; Introduction to the New Media - Internet, Interactive TV and Electronic
Multimedia.

Campaign Management

Formulating Strategic Advertising Campaigns to support Branding, Segmentation
and Positioning Strategies; Campaign Research and Evaluation of Effectiveness -
Pre and Post Testing Techniques; Understanding Consumer Behavior and Market
Research in Advertising Composition; Integrated Marketing Communications -
Definition, Key Features and Benefits.

Public Relations

PR Defined; Its Role within the Promotional Mix; PR Techniques and
Methodologies - Online & Offline Press Relations, Public Affairs, Lobbying, Press
Releases, Broadcasting, Photography, Literature and Printing; Crisis Management,
Contingency Planning and Corporate Image; PR Planning - Setting Objectives,
     7
Budgets, Proposals; Fundamentals of Sponsorship; Types of Sponsorship - Sports,
Cultural, Education and Charity; The Sponsorship Management Programmed -
Objectives, Selection, Budget, Agency and Event Management; Measurement of
Effectiveness.

Internet Marketing Project

The project is an important part of the course. Each course participant is given the
project brief. Participants are asked at the end of the course to produce Pitch
Proposal for their Internet Marketing Campaign with their recommendations to the
examiners. This gives participants the opportunity to use the knowledge they have
obtained during the course in a focused way and develops Pitching skills.

Methods of Training

Internet Lecture Modules, Subject Expert Feedback Sessions after each Module,
practical case studies, end of module assignments. etc.

Possible Careers

Graduates from this program will find the course very beneficial in terms of
supporting their primary career and also providing a platform for new opportunities
in the Marketing, Advertising, PR and E-Commerce sectors

Successful candidates are awarded the Certificate in Internet Marketing.

What is internet marketing?

Internet marketing is one of the fast growing areas of advertising. Search engine
ads, pay per click placement and banner ads are traditional ways to get potential
customers to a website. Social market...

How did the internet affect marketing?

The affect of using the internet for the marketing of the companies, is going up
very rapidly. More and more the internet is used for marketing and achieves more
money just by selling online.

The Internet has brought media to a global audience. The interactive nature of
Internet marketing in terms of providing instant responses and eliciting responses
are the unique qualities of the medium. Internet marketing is sometimes considered
to be broad in scope because it not only refers to marketing on the Internet, but also
     8
includes marketing done via e-mail and wireless media. Management of digital
customer data and electronic customer relationship management (ECRM) systems
are also often grouped together under internet marketing.

Internet marketing ties together creative and technical aspects of the Internet,
including: design, development, advertising, and sales.
Internet marketing also refers to the placement of media along many different
stages of the customer engagement cycle through search engine marketing (SEM),
search engine optimization (SEO), banner ads on specific websites, e-mail
marketing, and Web 2.0 strategies.

In 2008, The New York Times - working with comScore - published an initial
estimate to quantify the user data collected by large Internet-based companies.
Counting four types of interactions with company websites in addition to the hits
from advertisements served from advertising networks, the authors found the
potential for collecting data upward of 2,500 times on average per user per month.

Business models

Internet marketing is associated with several business models:

      e-commerce – this is where goods are sold directly to consumers (B2C) or
       businesses (B2B)

      lead-based websites – an organization that generates value by acquiring sales
       leads from its website

      Affiliate marketing – the process in which a product or service developed by
       one entity (e-commerce business, single person, or a combination) is sold by
       other active sellers for a share of profits. The entity of the product may
       provide some marketing material (sales letter, affiliate link, tracking facility)
       However, the vast majority of affiliate marketing relationships come from e-
       commerce businesses that offer affiliate programs.

      Local internet marketing – through which a small company utilizes the
       Internet to find and nurture relationships, which are to be used for real-world
       advantage. Local internet marketing uses tools such as social media
       marketing, local directory listing, and targeted online sales promotions.

      Black hat marketing – this is a form of internet marketing which employs
       deceptive, abusive, or less than truthful methods to drive web traffic to a
       website or affiliate marketing offer. This method sometimes includes spam,

       9
      cloaking within search engine result pages, or routing users to pages they
      didn't initially request.

One-to-one approach

The targeted user is typically browsing the Internet alone therefore the marketing
messages can reach them personally. This approach is used in search marketing,
where the advertisements are based on search engine keywords entered by the
users. And now with the advent of Web 2.0 tools, many users can interconnect as
"peers."

Appeal to specific interests

Internet marketing and geo marketing place an emphasis on marketing that appeals
to a specific behavior or interest, rather than reaching out to a broadly defined
demographic. "On- and Off-line" marketers typically segment their markets
according to age group, gender, geography, and other general factors. Marketers
have the luxury of targeting by activity and geo-location. For example, a kayak
company can post advertisements on kayaking and canoeing websites with the full
knowledge that the audience has a related interest.

Internet marketing differs from magazine advertisements, where the goal is to
appeal to the projected demographic of the periodical, but rather the advertiser has
knowledge of the target audience—people who engage in certain activities (e.g.,
uploading pictures, contributing to blogs) — so the company does not rely on the
expectation that a certain group of people will be interested in its new product or
service.

Geo-targeting

Geo targeting (in internet marketing) and geo marketing are the methods of
determining the geo-location (the physical location) of a website visitor with geo-
location software, and delivering different content to that visitor based on his or
her location, such as country, region/state, city, metro code/zip code, organization,
Internet Protocol (IP) address, ISP or other criteria.

Advantages
Internet marketing is relatively inexpensive when compared to the ratio of cost
against the reach of the target audience. Companies can reach a wide audience for
a small fraction of traditional advertising budgets. The nature of the medium
allows consumers to research and purchase products and services at their own
convenience. Therefore, businesses have the advantage of appealing to consumers
    10
in a medium that can bring results quickly. The strategy and overall effectiveness
of marketing campaigns depend on business goals and cost-volume-profit (CVP)
analysis.

Internet marketers also have the advantage of measuring statistics easily and
inexpensively. Nearly all aspects of an Internet marketing campaign can be traced,
measured, and tested. The advertisers can use a variety of methods: pay per
impression, pay per click, pay per play, or pay per action.

Pay-Per-Click Advertising
Google Adwords.
Google Adwords is a cost-per-click (CPC) online advertising program. Essentially
that means that you decide upon a keyword that relates closely to your product or
service.

Therefore, marketers can determine which messages or offerings are more
appealing to the audience. The results of campaigns can be measured and tracked
immediately because online marketing initiatives usually require users to click on
an advertisement, visit a website, and perform a targeted action. Such measurement
cannot be achieved through billboard advertising, where an individual will at best
be interested, then decide to obtain more information at a later time.

Because exposure, response, and overall efficiency of Internet media are easier to
track than traditional off-line media—through the use of web analytics for
instance—Internet marketing can offer a greater sense of accountability for
advertisers. Marketers and their clients are becoming aware of the need to measure
the collaborative effects of marketing (i.e., how the Internet affects in-store sales)
rather than siloing each advertising medium. The effects of multichannel marketing
can be difficult to determine, but are an important part of ascertaining the value of
media campaigns.

Limitations

From the buyer's perspective, the inability of shoppers to touch, smell, taste or "try
on" tangible goods before making an online purchase can be limiting. However,
there is an industry standard for e-commerce vendors to reassure customers by
having liberal return policies as well as providing in-store pick-up services.

Security concerns

Information security is important both to companies and consumers that participate
in online business. Many consumers are hesitant to purchase items over the
    11
Internet because they do not trust that their personal information will remain
private.

Some companies that purchase customer information offer the option for
individuals to have their information removed from the database, also known as
opting out. However, many customers are unaware if and when their information is
being shared, and are unable to stop the transfer of their information between
companies if such activity occurs.

Another major security concern that consumers have with e-commerce merchants
is whether or not they will receive exactly what they purchase. Online merchants
have attempted to address this concern by investing in and building strong
consumer brands (e.g., Amazon.com, eBay, Overstock.com), and by leveraging
merchant/feedback rating systems and e-commerce bonding solutions. All of these
solutions attempt to assure consumers that their transactions will be free of
problems because the merchants can be trusted to provide reliable products and
services. Additionally, the major online payment mechanisms (credit cards,
PayPal, Google Checkout, etc.) have also provided back-end buyer protection
systems to address problems if they actually do occur.

Usage trends

Online advertising techniques have dramatically been affected by technological
advancements in the telecommunications industry. Many firms are embracing a
paradigm that is shifting the focus of advertising methodology from traditional text
and image advertisement creative to rich multimedia experiences such as those
containing more updated technology like HTML, JavaScript, and Adobe Flash. As
a result, advertisers can more effectively engage and connect their audience with
their campaigns which seek to shape consumer attitudes and feelings towards
specific products and services. The paradigm shift from dialup to high speed
internet has fueled these changes.

In a national survey between November 30, 2009 and December 27, 2009, the Pew
Research Center found that 74% of American adults (ages 18 and older) use the
Internet. [3] The same study found that 60% of American adults use broadband
connections at home. 55% of American adults connect to the Internet through a
wireless network like a public/private access point, a WiMax network, or a cellular
3G/4G network through a mobile cellular device.




    12
Effects on industries

The number of banks offering the ability to perform banking tasks over the internet
has also increased. Online banking appeals to customers because it is often faster
and considered more convenient than visiting bank branches. Currently over
150 million U.S. adults now bank online, with increasing Internet connection speed
being the primary reason for fast growth in the online banking industry. Of those
individuals who use the Internet, 44 percent now perform banking activities over
the Internet.

Internet auctions have become a multi-billion dollar business. Unique items that
could only previously be found at flea markets are now being sold on Internet
auction websites such as eBay. Specialized e-stores sell an almost endless amount
of items ranging from antiques, movie props, clothing, gadgets and much more. As
the premier online reselling platform, eBay is often used as a price-basis for
specialized items. Buyers and sellers often look at prices on the website before
going to flea markets; the price shown on eBay often becomes the item's selling
price. It is increasingly common for flea market vendors to place a targeted
advertisement on the Internet for each item they are selling online, all while
running their business out of their homes.

In addition to the major effect internet marketing has had on the technology
industry, the effect on the advertising industry itself has been profound. In just a
few years, online advertising has grown to be worth tens of billions of dollars
annually. PricewaterhouseCoopers reported that US$16.9 billion was spent on
Internet marketing in the U.S. in 2006.

This has had a growing impact on the electoral process. In 2008 candidates for
President heavily utilized Internet marketing strategies to reach constituents.
During the 2007 primaries candidates added, on average, over 500 social network
supporters per day to help spread their message. President Barack Obama raised
over US$1 million in a single day during his extensive Democratic candidacy
campaign, largely due to online donors.

Article marketing is a type of advertising in which businesses write short articles
related to their respective industry. These articles are made available for
distribution and publication in the marketplace.
Each article contains a bio box and byline (collectively known as the resource box)
that include references and contact information for the author's business. Well-
    13
written content articles released for free distribution have the potential of
increasing the authoring business' credibility within its market as well as attracting
new clients.

Traditional Article Marketing

Article marketing has been used by professionals for nearly as long as mass print
has been available. In paper-print form (as opposed to online forms), article
marketing is utilized commonly by business owners as a means of obtaining free
press space. A local business provides useful content to the newspaper free of
charge, and in return the newspaper prints the business' contact information with
the article. Because newspapers and other traditional media are expected to present
content on limited budgets, this arrangement is generally advantageous for all
parties involved.

For example, an accounting firm may market itself by writing an article entitled
"The Top 10 Ways to Avoid Being Audited" and offering it to the local
newspapers several weeks prior to tax season. Similarly, a roofing company may
offer radio stations a concise article entitled "How to Avoid Ice Damage to Your
Roof this Winter" shortly before the winter season.

Internet Article Marketing

Internet article marketing is an Internet marketing technique to subtly advertise
products and services via online article directories. Most directories receive a high
volume of traffic and are considered authority sites by search engines, which often
results in submitted articles receiving substantial free traffic.

Internet marketers will often try to maximize the results of an article marketing
campaign by submitting their promotion to multiple article directories. However,
most search engines filter duplicate content to prevent the same content from
appearing multiple times in searches. Some marketers try to circumvent this filter
by creating multiple variations of an article, called article spinning. By doing this,
one article can theoretically gain traffic from multiple article directories.

Most forms of search engine optimization and Internet marketing require a domain,
hosting plan, and advertising budget. However, article marketing uses article
directories as a free host and receives traffic via organic searches due to the
directory's search engine authority.

Classified advertising is a form of advertising which is particularly common in
newspapers, online and other periodicals, e.g. free ads papers or Penny savers.
    14
Classified advertising differs from standard advertising or business models in that
it allows private individuals (not simply companies or corporate entities) to solicit
sales for products and services.

Classified advertising is usually text-only and can consist of as little as the type of
item being sold and a telephone number to call for more information. It can also
have much more detail, such as name to contact, address to contact or visit, a
detailed description of the product or products ("pants and sweaters, size 10" as
opposed to "clothing", "red 1996 Pontiac Grand Prix" as opposed to "automobile").
There are generally no pictures or other graphics within the advertisement,
although sometimes a logo may be used.

Classified advertising is called such because it is generally grouped within the
publication under headings classifying the product or service being offered
(headings such as Accounting, Automobiles, Clothing, Farm Produce, For Sale,
For Rent, etc.) and is grouped entirely in a distinct section of the periodical, which
makes it distinct from display advertising, which often contains graphics or other
art work and which is more typically distributed throughout a publication adjacent
to editorial content.

A hybrid of the two forms — classified display advertising — may often be found,
in which categorized advertisements with larger amounts of graphical detail can be
found among the text listings of a classified advertising section in a publication.
Business opportunities often use classifieds to sell their services, usually
employing 1-800 numbers. Classified ads are also among the tools used by many
companies in recruitment for available job opportunities.
Printed classified ads are typically just a few column lines in length, and they are
often filled with abbreviations to save space and money.

Developments

In recent years the term "classified advertising" or "classified ads" has expanded
from merely the sense of print advertisements in periodicals to include similar
types of advertising on computer services, radio, and even television, particularly
cable television but occasionally broadcast television as well, with the latter
occurring typically very early in the morning hours.
Like most forms of printed media, the classified ad has found its way to the
Internet.

Internet classified ads do not typically use per-line pricing models, so they tend to
be longer. They are also more readily searchable unlike their offline brethren, tend
to be local, and may foster a greater sense of urgency as a result of their daily
    15
structure and wider scope for audiences. Because of their self-policing nature and
low cost structures, some companies offer free classifieds such as Craigslist,
Loqqad, Kijiji, and Gumtree internationally.

Other companies focus mainly on their local hometown region, while others
blanket urban areas by using zip codes. Craigslist.org was one of the first online
classified sites, and has grown to become the largest classified source, bringing in
over 14 million unique visitors a month according to comScore Media Metrix. A
number of online services called aggregators such as Trovit and sumavisos.com
crawl and aggregate classifieds from sources such as blogs and RSS feeds, as
opposed to relying on manually submitted listings.

Additionally, other companies provide online advertising services and tools to
assist members in designing online ads using professional ad templates and then
automatically distributing the finished ads to the various online ad directories as
part of their service. In this sense these companies act as both an application
service provider and a content delivery platform. Social classifieds is niche that is
growing in online classified ads.


Statistics

In 2003, the market for classified ads in the United States was $15.9 billion
(newspapers), $14.1 billion (online) according to market researcher Classified
Intelligence. The worldwide market for classified ads in 2003 was estimated at
over $100 billion. Perhaps due to a lack of reporting solidarity Market Statistics
vary concerning the total market for internet classified ads. The Kelsey Research
Group lists online classified ads as being worth $13.3 billion, while Jupiter
Research provides a conservative appraisal of $2.6 billion (2005) and the
Interactive Advertising Bureau lists the net worth of online classified revenue at
$2.1 billion (April 2006).

Newspapers have continued their downward trend in classifieds revenue as internet
classifieds grow. Classified advertising at some of the larger newspaper chains has
dropped 14% to 20% in 2007 while traffic to classified sites has grown 23%.[1]
As the online classified advertising sector develops, there is an increasing
emphasis toward specialization. Vertical markets for classifieds are developing
quickly along with the general marketplace for classifieds websites.

Like search engines, classified websites are often vertical in nature with sites
providing advertising platforms for niche markets of buyers of sellers.


    16
Conversion rate
From Wikipedia(View original Wikipedia Article) Last modified on 12 June 2010
at 07:24

From Wikipedia, the free encyclopedia
Jump to: navigation, search
In internet marketing, conversion rate is the ratio of visitors who convert casual
content views or website visits into desired actions based on subtle or direct
requests from marketers, advertisers, and content creators. The Conversion rate is
defined as follows: View formula on Wikipedia

Successful conversions are interpreted differently by individual marketers,
advertisers, and content creators. To online retailers, for example, a successful
conversion may constitute the sale of a product to a consumer whose interest in the
item was initially sparked by clicking a banner advertisement. To content creators,
however, a successful conversion may refer to a membership registration,
newsletter subscription, software download, or other activity that occurs due to a
subtle or direct request from the content creator for the visitor to take the action.

Measures

For web sites that seek to generate offline responses, for example telephone calls
or foot traffic to a store, measuring conversions can be difficult because a phone
call or visitor is not automatically traced to its source, such as the Yellow Pages,
website, or referral. Possible solutions include asking each caller or shopper how
they heard about the business and using a toll-free number on the website that
forwards to the existing line.
For web sites where the response occurs on the site itself, a Conversion funnel can
be setup in a site's analytics package to track user behavior.

Methods to Increase the Conversion in e-Commerce

Among the many methods to increase the Conversion rate, these are the most
relevant:
     clear distinction of the website for a certain Conversion goal (e.g. "increase

        sign-ins for newsletter")
       better content (e.g. text, picture, video) of the website that clearly target
        versus the conversion goal
       increase Usability to reduce the barriers towards the Conversion goal and
        thus reduce the abortion rate
       17
       Good site navigation structure to help users find and browser without
        thinking too much about where to click
       Show credibility signs like 3rd party trust logos and good site design to
        increase trust level of visitor
       Use AIDA (attention, interest, desire, action) to move the user through the
        conversion funnel
       Use third party certification sites such as IBCIM.ORG

Digital Marketing is the promoting of brands using all forms of digital
advertising. This now includes Television, Radio, Internet, mobile and any other
form of digital media.

Digital Marketing is the practice of promoting products and services using digital
distribution channels to reach consumers in a timely, relevant, personal and cost-
effective manner.

While digital marketing does include many of the techniques and practices
contained within the category of Internet Marketing, it extends beyond this by
including other channels with which to reach people that do not require the use of
The Internet. As a result of this non-reliance on the Internet, the field of digital
marketing includes a whole host of elements such as mobile phones, sms/mms,
display / banner ads and digital outdoor.

Previously seen as a stand-alone service in its own right, it is frequently being seen
as a domain that can and does cover most, if not all, of the more traditional
marketing areas such as Direct Marketing by providing the same method of
communicating with an audience but in a digital fashion. Digital is now being
broadened to support the "servicing" and "engagement" of customers.




       18
Digital Marketing – Pull vs. Push
There are 2 different forms of digital marketing, each of which has its pros and
cons.

Pull
Pull digital marketing technologies involve the user having to seek out and directly
select (or pull) the content, often via web search. Web site/blogs and streaming
media (audio and video) are good examples of this. In each of these examples,
users have a specific link (URL) to view the content. For example:
www.izigg.com/deal

Pros:
       Since requests are inherently opt-in, the size of content is generally
        unlimited.

       No advanced technology required to send static content, only to store/display
        it.

Cons:
       Considerable marketing effort required for users to find the message/content.

       Some types of marketing content may be blocked in mixed content scenarios
        (i.e.: Flash blockers)

Push

Push digital marketing technologies involve both the marketer (creator of the
message) as well as the recipients (the user). Email, SMS, RSS are examples of
push digital marketing. In each of these examples, the marketer has to send (push)
the messages to the users (subscribers) in order for the message to be received. In
the case of RSS, content is actually pulled on a periodic basis (polling), thus
simulating a push.

Pros:

       Faster delivery - push technologies can deliver content immediately as it
        becomes available.

       Consistent delivery - some push platforms have single content types, making
        it difficult for the user to block content by type.


       19
       Better targeting - since push technology usually justifies subscription, more
        specific marketing data may be collected during registration, which allows
        for better targeting and more personalization.

       Better data - marketing data can be correlated to each request for content,
        allowing marketers to see information such as user name as well as
        demographic and psychographic data.

Cons:

       Smaller audience - push technology not implemented on common platforms
        generally need client and/or server software before content can be created,
        distributed, and/or viewed.

       Higher cost - less popular platforms may have higher implementation costs.


       Lesser discoverability - smaller audiences mean fewer views mean less
        visibility in search engines.

Digital Marketing and Multi-Channel Communications

While digital marketing is effective using one message type, it is much more
successful when a marketer combines multiple channels in the message campaigns.
For example, if a company is trying to promote a new product release, they could
send out an email message or text campaign individually. This, if properly
executed, could yield positive results. However, this same campaign could be
exponentially improved if multiple message types are implemented.

An email could be sent to a list of potential customers with a special offer for those
that also include their cell phone number. A couple of days later, a follow up
campaign would be sent via text message (SMS) with the special offer.

Push and pull message technologies can also be used in conjunction with each
other. For example, an email campaign can include a banner ad or link to a content
download. This enables a marketer to have the best of both worlds in terms of their
marketing method.




       20
Digital Marketing Terms

Banner Ad

       An advertisement that appears on a Web page, most commonly at the top
       (header) or bottom (footer) of the page. Designed to have the user click on it
       for more information (see Micro site)

Blacklisted

       A blacklisted notice means that the message may not have been delivered
       due to be flagged on one of the major lists that keep tabs of known
       spammers. Different ISPs use different blacklists to block mailings from
       being delivered to their clients. It can be a temporary ban or a permanent
       one, depending upon the list.

Blocked

       A blocked notice means that the message did not get through due to being
            d d           y              ’ ISP. T       y d
       blacklist or because the message contains a domain that is already being
       blocked.

Blog

       S       df      “         ”                -generated Web site where entries
       are made in journal style and displayed in a reverse chronological order.

Campaign

       A campaign is a specific message being sent to a specific group of
       recipients.

CAN-SPAM Act of 2003

       The CAN SPAM ACT is a series of federal laws that must be followed by
       all email marketers. Those found in violation of the laws can be subjected to
       major penalties.




    21
Click Through

       The number of times people clicked on the links in your message. This is
       often referred to as CTR (Click Through Rate). Note: you must have enabled
       click through tracking in the campaign in order for this to be recorded.

Digital Brand Engagement

       Brand and consumer interaction through the Internet. This includes all
       aspects of dialogue through the social web and on the brand's own website.

DMA Market

       DMA stands for Designated Market Area, which is often associated with the
       entertainment industry. DMAs are usually counties (or sometimes split
       counties) that contain a large population that can be targeted, such as New
       York City, Los Angeles or Chicago.

Email Service Provider (ESP)

       Outside companies like mobileStorm that send bulk emails on behalf of their
       clients to prevent their messages as being labeled as spam or blocked
       entirely.

False Positives

       Legitimate messages bei             d “        ”. C
       potentially millions in potential lost revenue if not dealt with correctly.

GPRL

       The Global Permanent Removal List consists of records that are
       automatically removed from a particular database. Almost all email service
       providers (ESP) or multi-channel messaging companies maintain these lists
       for their clients.

Instant Messaging

       Instant messaging (often shortened to IM) is a type of communications
       service that enables you to create a kind of private chat room with another
       individual in order to communicate in real time over the Internet.
    22
Keywords

      Used in conjunction with SMS messages. A user types a short code and
      matching keyword in order to be added to a mobile club or database.

Microsite

      A mini Web site design to promote a specific portion or brand from a larger
      corporate site. Used often with contests or as a landing page for a specific
      promotion.

Open Rate

      This is a ratio determined by the number of people who opened your email
      against the total number of people to whom you sent the message. Typically,
      this number will be low for large campaigns and higher for more targeted
      campaigns.

Opt-In List

      Email marketers have databases of subscribers to their newsletters, featuring
      these subscribers' email addresses and names. Such a list is known as an opt-
      in list (and is thus CAN-SPAM compliant; see above for info on the CAN-
      SPAM act) because users choose to receive the emails. This is in contrast to
      spam email, which is unsolicited.

Personalization

      Personalization gives you the ability to create a customized message for each
      person in your database. Can be addressed by first/last name, city, state, zip,
      etc.

RSS

      RSS or Real Simple Syndication is technology designed to allow users to
      subscribe to a specific content feed and be automatically alerted when new
      updates are available.

RSS Reader

      Application used to subscribe and monitor selected RSS content feeds.

    23
Short Code

       A short code is a 5 or 6 digit number that is used to send and respond to text
                  .T y                    d          f              “v    y”
       tied to a specific brand or number pattern.

SMS

       SMS (Short Message Service) is a one-way text message sent via a cell
       phone. It is usually received via the subscribers' text message inbox on their
       cell phone and can be a maximum of 160 characters per message.

Social Book-Marking

       Social Book-Marking is a popular way to store, classify, share and search
       links that are combined into a single site for easy access.

Spam

       An email message that is unwanted by the recipient. Legitimate emails can
       sometimes be incorrectly identified as spam and is a growing problem.

Streaming Technologies

       Communication channel such as video and audio that is accessed online.
       Can be a pre-stored clip to access as well as a live feed that is streamed like
       an online broadcast.

Subscriber

       A person who signs up to receive messages from a particular company or
       entity.

Targeting

       Targeting allows you to send a message to people based on specific criteria
       from your subscriber database.




    24
Voice Broadcast

      Sending a pre-recorded voice messages to a large set of phone numbers at
      the time same. Can either be a voice call (meaning the recipient must answer
      the call for the message to play) or voice mail (meaning the message will
         y     y f              d     ’ answer)

Widget

      A small graphical device that does a highly focused, often single, specific
      task. Web widgets can be embedded in web pages or run on the desktop of a
      PC (Windows or Mac) using software such as Apple's Dashboard software
      or Yahoo! Widgets Engine.

Social Media are media for social interaction, using highly accessible and scalable
publishing techniques. Social media use web-based technologies to transform and
broadcast media monologues into social media dialogues. Andreas Kaplan and
Michael Heinlein define social media as "a group of Internet-based applications
that build on the ideological and technological foundations of Web 2.0, and that
allow the creation and exchange of user-generated content."[1] Businesses also refer
to social media as consumer-generated media (CGM). Social media utilization is
believed[who?] to be a driving force in defining the current time period as the
Attention Age[citation needed]. A common thread running through all definitions of
social media is a blending of technology and social interaction for the co-creation
of value.

Distinction from Industrial Media

People gain information, education, news, etc., by electronic media and print
media. Social media are distinct from industrial or traditional media, such as
newspapers, television, and film. They are relatively inexpensive and accessible to
enable anyone (even private individuals) to publish or access information,
compared to industrial media, which generally require significant resources to
publish information.

One characteristic shared by both social media and industrial media is the
capability to reach small or large audiences; for example, either a blog post or a
television show may reach zero people or millions of people. The properties that
help describe the differences between social media and industrial media depend on
the study. Some of these properties are:

    25
   1. Reach - both industrial and social media technologies provide scale and
      enable anyone to reach a global audience.

   2. Accessibility - the means of production for industrial media are typically
      owned privately or by government; social media tools are generally
      available to anyone at little or no cost.


   3. Usability - industrial media production typically requires specialized skills
      and training. Most social media does not, or in some cases reinvent skills, so
      anyone can operate the means of production.

   4. Regency - the time lag between communications produced by industrial
      media can be long (days, weeks, or even months) compared to social media
      (which can be capable of virtually instantaneous responses; only the
      participants determine any delay in response). As industrial media are
      currently adopting social media tools, this feature may well not be
      distinctive anymore in some time.


   5. Permanence - industrial media, once created, cannot be altered (once a
      magazine article is printed and distributed changes cannot be made to that
      same article) whereas social media can be altered almost instantaneously by
      comments or editing.

Community media constitute an interesting hybrid of industrial and social media.
Though community-owned, some community radios, TV and newspapers are run
by professionals and some by amateurs. They use both social and industrial media
frameworks.

In his 2006 book, The Wealth of Networks: How Social Production Transforms
Markets and Freedom, Yochai Benkler analyzed many of these distinctions and
their implications in terms of both economics and political liberty. However,
Benkler, like many academics, uses the neologism network economy or "network
information economy" to describe the underlying economic, social, and
technological characteristics of what has come to be known as "social media".
Andrew Keen criticizes social media in his book The Cult of the Amateur, writing,
"Out of this anarchy, it suddenly became clear that what was governing the infinite
monkeys now inputting away on the Internet was the law of digital Darwinism, the
survival of the loudest and most opinionated. Under these rules, the only way to
intellectually prevail is by infinite filibustering."[2]

    26
There are various statistics that account for social media usage and effectiveness
for individuals worldwide. Some of the most recent statistics are as follows:
    Social networking now accounts for 11 percent of all time spent online in the
       US.

       A total of 234 million people age 13 and older in the U.S. used mobile
        devices in December 2009.


       Twitter processed more than one billion tweets in December 2009 and
        averages almost 40 million tweets per day.

       Over 25% of U.S. internet page views occurred at one of the top social
        networking sites in December 2009, up from 13.8% a year before.[6]

Social Media and "Social Authority"

One of the key components in successful social media marketing implementation is
building "social authority". Social authority is developed when an individual or
organization establishes themselves as an "expert" in their given field or area,
thereby becoming an "influencer" in that field or area. [7]

It is through this process of "building social authority" that social media becomes
effective. That is why one of the foundational concepts in social media has become
that you cannot completely control your message through social media but rather
you can simply begin to participate in the "conversation" in the hopes that you can
become a relevant influence in that conversation. [8]

However, this conversation participation must be cleverly executed because while
people are resistant to marketing in general, they are even more resistant to direct
or overt marketing through social media platforms. This may seem counter-
intuitive but is the main reason building social authority with credibility is so
important. A marketer can generally not expect people to be receptive to a
marketing message in and of itself.

In the Edleman Trust Barometer report in 2008, the majority (58%) of the
respondents reported they most trusted company or product information coming
from "people like me" inferred to be information from someone they trusted. In the
2010 Trust Report, the majority switched to 64% preferring their information from
industry experts and academics. According to Inc. Technology's Brent Leary, "This
loss of trust, and the accompanying turn towards experts and authorities, seems to
be coinciding with the rise of social media and networks."[9][10]
       27
Thus, using social media as a form of marketing has taken on whole new
challenges. As the 2010 Trust Study indicates, it is most effective if marketing
efforts through social media revolve around the genuine building of authority.
Someone performing a "marketing" role within a company must honestly convince
people of their genuine intentions, knowledge, and expertise in a specific area or
industry through providing valuable and accurate information on an ongoing basis
without a marketing angle overtly associated.

If this can be done, trust with, and of, the recipient of that information – and that
message itself – begins to develop naturally. This person or organization becomes
a thought leader and value provider - setting themselves up as a trusted "advisor"
instead of marketer. "Top of mind awareness" develops and the consumer naturally
begins to gravitate to the products and/or offerings of the authority/influencer.

Of course, there are many ways authority can be created – and influence can be
accomplished – including: participation in Wikipedia which actually verifies user-
generated content and information more than most people may realize; providing
valuable content through social networks on platforms such as Facebook and
Twitter; article writing and distribution through sites such as Ezine Articles and
Scribd; and providing fact-based answers on "social question and answer sites"
such as EHow and Yahoo! Answers.

As a result of social media – and the direct or indirect influence of social media
marketers – today, consumers are as likely – or more likely – to make buying
decisions based on what they read and see in platforms we call "social" but only if
presented by someone they have come to trust. That is why a purposeful and
carefully designed social media strategy has become an integral part of any
complete and directed marketing plan but must also be designed using newer
"authority building" techniques.[13]

Examples

Social media can take many different forms, including Internet forums, weblogs,
social blogs, microblogging, wikis, podcasts, pictures, video, rating and social
bookmarking. By applying a set of theories in the field of media research (social
presence, media richness) and social processes (self-presentation, self-disclosure)
Kaplan and Haenlein created a classification scheme for different social media
types in their Business Horizons article published in 2010. According to Kaplan
and Haenlein there are six different types of social media: Collaborative projects,
blogs and microblogs, content communities, social networking sites, virtual game
worlds, and virtual communities.
    28
Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant
messaging, music-sharing, crowdsourcing, and voice over IP, to name a few. Many
of these social media services can be integrated via social network aggregation
platforms.

Examples of social media software applications include:

Communication
   Blogs: Blogger, ExpressionEngine, LiveJournal, Open Diary, TypePad, Vox,

        WordPress, Xanga
       Microblogging / Presence applications: FMyLife, Foursquare, Jaiku,
        Plurk, Posterous, Tumblr, Twitter, Qaiku, Yammer
       Social networking: Cyworld, Facebook, Orkut, LinkedIn, MySpace
       Events: Eventful, Meetup.com, Upcoming
       Information Aggregators: Netvibes, Twine (website)
       Online Advocacy and Fundraising: Causes

Collaboration/authority building

       Wikis: PBworks, Wetpaint, Wikia, Wikimedia
       Social bookmarking (or social tagging):[14] CiteULike, Delicious, Google
        Reader, StumbleUpon
       Social news: Digg, Mixx, NowPublic, Reddit, Newsvine
       Social navigation: Trapster, Waze [15]
       "Answer Sites": EHow, Yahoo! Answers

Multimedia

       Photography and art sharing: deviantArt, Flickr, Photobucket, Picasa,
        SmugMug, Zooomr, BetweenCreation
       Video sharing: sevenload, Viddler, Vimeo, YouTube, Dailymotion,
        Metacafe, Nico Nico Douga

       29
       Livecasting: Justin.tv, Livestream, OpenCU, Skype, Stickam, Ustream
       Music and audio sharing: ccMixter, Last.fm, MySpace Music,
        ReverbNation.com, ShareTheMusic, The Hype Machine
       Presentation sharing: scribd
Reviews and opinions

       Product reviews: epinions.com, MouthShut.com
       Business reviews: Customer Lobby, Yelp, Inc.
       Community Q&A: Askville, WikiAnswers, Yahoo! Answers

Entertainment

       Media and entertainment platforms: Cisco Eos
       Virtual worlds: Active Worlds, Forterra Systems, Second Life, The Sims
        Online
       Game sharing: Kongregate, Miniclip

Brand monitoring

       Social media measurement: Attensity, Statsit, Sysomos, Vocus

Social media marketing is a recent component of organizations' integrated
marketing communications plans. Integrated marketing communications is a
principle organizations follow to connect with their targeted markets. Integrated
marketing communications coordinates the elements of the promotional mix—
advertising, personal selling, public relations, publicity, direct marketing, and sales
promotion—to produce a customer focused message.

Online Promotion
Register for a Google Adwords account, by visiting the Google homepage, and
clicking on Advertising Programmers. You could also consider registering with
Yahoo! Search Marketing, perhaps under Local Search.
You could register your website with Commission Junction. Your site would be
attractive to affiliate programmed owners such as airlines, and travel companies.
This could become a source of additional revenue.


       30
Offline Promotion
You need to create a media release and send it to magazines and institutions. Print
your domain name on all printer material such as business cars, compliments slips,
and brochures. Of course there will be many other ways to promote your business.

In the traditional marketing communications model, the content, frequency, timing,
and medium of communications by the organization is in collaboration with an
external agent, i.e. advertising agencies, marketing research firms, and public
relations firms.

 However, the growth of social media has impacted the way organizations
communicate with their customers. In the emergence of Web 2.0, the internet
provides a set of tools that allow people to build social and business connections,
share information and collaborate on projects online.

Social media marketing programs usually center on efforts to create content that
attracts attention, generates online conversations, and encourages readers to share
it with their social networks. The message spreads from user to user and
presumably resonates because it is coming from a trusted source, as opposed to the
brand or company itself.

Social media has become a platform that is easily accessible to anyone with
internet access, opening doors for organizations to increase their brand awareness
and facilitate conversations with the customer. Additionally, social media serves as
a relatively inexpensive platform for organizations to implement marketing
campaigns.

Organizations can receive direct feedback from their customers and targeted
markets. Social media is now increasingly used to not only project marketing
influence, but also to collect important demographic and consumer data based on
interactions that occur across the various platforms. As this social internet
continues to evolve, social media interactions are more easily collected into
systems of metrics than can parse, store and interpret this interaction data into
actionable market intelligence. Coupled with Business Intelligence, this makes for
increasingly powerful, actionable and immediate access to consumer sentiment. [4]

Platforms

Social media marketing which is also known as SMO Social Media Optimization
benefits organizations and individuals by providing an additional channel for
customer support, a means to gain customer and competitive insight, and a method
of managing their reputation online. Key factors that ensure its success are its
    31
relevance to the customer, the value it provides them with and the strength of the
foundation on which it is built. A strong foundation serves as a stand or platform in
which the organization can centralize its information and direct customers on its
recent developments via other social media channels, such as article and press
release publications.[5]

Online identity management

From Wikipedia(View original Wikipedia Article) Last modified on 23 July 2010,
at 02:54

From Wikipedia
Jump to: navigation, search

Online Identity Management
Online identity management (OIM) also known as online image management or
online personal branding or personal reputation management (PRM) is a set
of methods for generating a distinguished Web presence of a person on the
Internet. That presence could be reflected in any kind of content that refers to the
person, including news, participation in blogs and forums, personal web sites,
social media presence, pictures, video, etc.

Online identity management also refers to identity exposure and identity
disclosure, and has particularly developed in the management on online identity in
social network services or online dating services.

One aspect of the online identity management process has to do with improving the
quantity and quality of traffic to sites that have content related to a person. In that
aspect, OIM is a part of another discipline called search engine optimization with
the difference that the only keyword is the person's name, and the optimization
object is not necessary a single web site; it can consider a set of completely
different sites that contain positive online references. The objective in this case is
to get high rankings for as many sites as possible when someone search for a
person's name. If the search engine used is Google, this action is called "to google
someone"].

Another aspect has to do with impression management, i.e. "the process through
which people try to control the impressions other people form of them". One of the
objective is in particular to increase the online reputation of the person.
Online identity management often involves participation in social media sites like
Facebook, Flickr, YouTube, Twitter, Twitxr, Last.fm, Myspace, Orkut and other

    32
online communities and community websites, and is related to blogging, blog
social networks like MyBlogLog and blog search engines like Technorati.
But it can also consist in more questionable practices. Hence in the case of social
network services users have the possibility to buy 'friends' so to increase their
visibility.

Objective

The objective of online identity management is to:

   1. Maximize the appearances of positive online references about a specific
      person, targeting not only to users that actively search for that person on any
      Search Engine, but also to those that eventually can reach a person's
      reference while browsing the web.

   2. Build an online identity in case the person's web presence is minimal or
      nonexistent.
   3. Solve online reputation problems. In this case, the process can also be
      named online reputation management.[3]

Motivation

The reason why someone would be interested in doing online identity management
is closely related to the increasing number of constituencies that use the internet as
a tool to find information about people. A survey by CareerBuilder.com found that
1 in 4 hiring managers used search engines to screen candidates. One in 10 also
checked candidates' profiles on social networking sites such as MySpace or
Facebook. According to a December 2007 survey by the Ponemon Institute, a
privacy research organization, roughly half of U.S. hiring officials uses the Internet
in vetting job applications.


Post-Click Marketing is emerging as a recognized practice that aims at improving
sales and marketing results by focusing on website visitors when they respond to
online marketing activities such as PPC advertising, html emails, and paid searches
with the objective on increasing conversion rates.

Post-click marketing relies on specific software and services that go beyond the
information collected by popular Web Analytic tools such as Google Analytics.
For example, they distinguish themselves in their ability to supplement IP
addresses with data from third-party sources, enabling marketing managers to view


    33
the name of the company visiting their website, their location, and the industry
they are in.

There are many ways in which this information gathered about website visitors can
be used. Marketers might wish to use the information to detect if they are attracting
their desired target audience to their landing pages, or to personalize the content
     d        v      ’                       .I d S           d          f lead
generation purposes, writing emails to email contacts they can find for the visiting
organization.




    34
Post-click marketing solutions appeal on many fronts:
•B               y    f         ff                           PPC, SEO and other
online activities use these tools to discover more about the estimated 98% (quoted
 y               f         M           S      ) fv            d ’        d    y
convert into a lead.

• I d S es can view the keywords used by specific visitors to help qualify a
person who has filled in a form on a landing page.

•S    M             f d               v                 y to generate email alerts to
them when important customers visit their website.

These tools are not so much lead generation software but more data extraction
tools that can assist the early stages of a lead generation process. With pressure to
generate more leads with small budgets, these services are likely to grow in usage.
If used properly, they provide a powerful insight to marketing executives who want
to measure online campaigns based on the type of audiences they are attracting,
and can be helpful in engaging visitors who normally go totally unidentified by
sales and marketing.

August 2, 2010 New IAB Research Confirms Digital's Place in Optimal Marketing
Mix “I       v Adv           d    O        M          M x” S        M
How Proper Allocation of Media Spend to Digital Yields Significant Results

NEW YORK, NY (August 2, 2010) — To help marketers make better decisions
on investing advertising dollars, the Interactive Advertising Bureau (IAB) today
       d      “I       v Adv              d    O        M          M x” dy
developed by Market Share Partners, the leading cross-marketing optimization
company. The ground-breaking study analyzed three brand scenarios in three
different verticals—consumer packaged goods, financial services and automotive.
Each example illustrates a distinct opportunity for optimizing marketing spends,
specifically in the area of interactive media. Key findings include:

       Because of the reach and power of interactive advertising—as well as its
        synergies with offline media—in the three scenarios examined in this paper,
        the optimal allocation of interactive media spend should be between 1.6x
        and 2.2x the percentage of the budget originally allocated to interactive




       35
       A relatively small reallocation of media spend can have a significant impact
                      ’ v      .      x ple, one media optimization scenario
        examined in this study demonstrated a 6% increase in revenue—even after a
        13% decrease in total marketing spend—when dollars were shifted to
        interactive.

“O       z                  d d       d                           ngly difficult
challenge for marketers as the media landscape evolves and the consumption of
         v      d                   ,” d J L z , R              D        , IAB.
“M                     y                       f                  d        —
campaign after campaign—risk missing opportunities to measurably improve their
results. This paper clearly demonstrates the value of adding more science to the art
 f            .”

“I    d y'                v        , CMO                            f
their marketing investment and that requires more accountability than ever before,"
said Iván Markman, Chief Operating and Financial Officer, MarketShare Partners.
"Our analytics platform provides predictive insight into how to best incorporate
interactive into the marketing mix. This paper demonstrates how marketers can
best optimize their total marketing investment for superior results."

The study uses an application marketers themselves can leverage to make more
informed marketing mix decisions. T d          d “Interactive Advertising and the
O        M         M x”
http://www.iab.net/MarketingMix

About the IAB’s Research Council
The Research Council provides a forum for interactive research practitioners to
share findings that support the growth of the industry; it encourages strong
methodologies and best practices for research and measurement, and it works with
the IAB to design and field important industry research projects and share these
findings with key stakeholders.

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 460 leading
media and technology companies who are responsible for selling 86% of online
advertising in the United States. On behalf of its members, the IAB is dedicated to
the growth of the interactive advertising marketplace, of interactive share of total
                d, d f                ’       f                      d. T IAB

       36
educates marketers, agencies, media companies and the wider business community
about the value of interactive advertising.

Working with its member companies, the IAB evaluates and recommends
standards and practices and fields critical research on interactive advertising.
Founded in 1996, the IAB is headquartered in New York City with a Public Policy
office in Washington, D.C. For more information, please visit www.iab.net.

Marketer Demand for Ratings & Reviews

       60% of Retailers use customer reviews; 55% say reviews are a priority in
        the coming year. (Shop.org, July 2009)

       Brands w/ highest "social media activity" (includes reviews) increased
        revenues by as much as 18%. (Media Post News, July 2009)

       69% of companies using Web 2.0 have gained measurable business
        benefits. (McKinsey Quarterly, September 2009)

       58% of the EG100 retailers implemented ratings and reviews in 2008, up
        from 50% in 2007; 24 percent sell by top-rated products. (e-tailing group's
        11th Annual Mystery Shopping Survey, January 2009)

       Despite 71% of CMOs saying that overall marketing budgets have been
        reduced, nearly half – 47% – of all CMOs say they plan to increase their
        spending on social media. (Forrester, 2009)

       68% of online marketers believe "media is in big trouble and will lose
        dollars to user-generated content." (iMedia Connection, February 2008)

       84% of marketers agree that building customer trust will become
        marketing's primary objective (1to1 Media survey of the 1to1 Xchange
        panel, April 2008)

       76% of US retailers said user-generated content would have a greater
        impact on their marketing goals in the near future. (SLI
        Systems/Zoomerang, November 2008)

       Of merchants who adopt customer reviews, 58% said improving customer
        experience was the most important reason for adding reviews to their sites,
        followed by building customer loyalty (47%), driving sales (42%), and
        maintaining a competitive advantage (37%). (eTailing Group, June 2008)
       37
      By 2020, 84% of marketers agree that building customer trust will become
       marketing's primary objective, and 82% agree that collaboration with
       customers will prevail over marketing. (1to1 Media survey of the 1to1
       Xchange panel, April 2008)

      11% of retailers reported a 20% or more overall increase in conversions
       as a result of adding reviews to their sites, 21% reported an 11% to 20%
       increase and 5% reported a 1% to 10% increase. (eTailing Group, June
       2008)

      56% of UK website owners say that user-generated content lifts conversion
       levels; 77% say it increases traffic; and 42% say it increases the average
       spend on site.(eConsultancy survey of 360 website owners across all
       sectors, November 2008)

      Dave Seifert of Bass Pro Shops noted at a Shop.org round table discussion
       that Top Rated Products were "the #1 merchandising technique ever
       utilized on their site." (Bass Pro Shops, June 2008)

      After their order, PETCO asked customers, "What online tool most
       influenced your purchase decision?" The #1 answer was product ratings
       and reviews, with site search coming in a distant second. (PETCO, June
       2007)

User-generated Content Beyond the Web

      Nearly 64% of respondents had watched a user-generated video review,
       and more than three-quarters of that group said it helped them make a
       purchase decision—either for or against a product or brand. 81.3% listed the
       ability to see the product in action as their favorite thing about video reviews
       (Internet Retailer, June 2010).

      User Generated Content is a key to long tail user engagement. (Internet
       Retailer- 1800Flowers Presentation, June 2010)

      By 2013, nearly 155 million US Internet users will consume some form of
       user-created content, up from almost 116 million in 2008. (eMarketer,
       2009)




      38
      The number of user-generated content creators will reach 114.5 million in
       2013, up from 82.5 million in 2008. That will translate to 51.8% of US
       Internet users in 2013, up from 42.8% in 2008. (eMarketer, 2009)

  Over half (51.0%) of consumers are using the Internet before making a
  purchase in shops, educating themselves on the best deals available. (Verdict
  Research, May 2009)

      According to Forrester, nearly 45% of European Internet users say that in
       the past three months they have researched a product online and then
       bought it in a shop. (Forrester, March 2009)

      Online consumers are becoming precision shoppers. For every $1 spent
       online, $5.77 is influenced in store. (M y’ CEO, 2009)

      90% of those surveyed say they have a better overall shopping experience
       when they research products online before shopping in-store. (Harris
       Interactive, October 2007)

      More than three-quarters of review users in nearly every category reported
       that the review had a significant influence on their purchase, with hotels
       ranking the highest (87%). (comScore/The Kelsey Group, October 2007)

      97% of those surveyed who said they made a purchase based on an online
       review said they found the review to have been accurate. (comScore/The
       Kelsey Group, October 2007)

Email Campaign Results

      The UK market for email marketing platforms and services was worth
       £254m in 2008 and is predicted to grow by an estimated 15% to a value of
       £292m by the end of 2009. (Econsultancy, October 2009)

      PETCO realized a 5X increase in email click-through rates by including
       relevant ratings and reviews content in the campaign promotion. (PETCO,
       June 2007)

      Top rated product email drive 46% higher revenue per email in A/B test.
       (Golfsmith, June 2007)




      39
Evolution of Advertising and Media

      Social Media in the UK: A visitor coming from a social media site is ten
       times more likely to make a purchase online than an average visitor- 7%
       vs 71% (Simply Zesty, 2010)

      Majority of Consumers (74%) Rely on Social Networks to Guide
       Purchase Decisions (Gartner, July 2010)

      The highest performing businesses use consumer insights in 80% of sales
       and merchandising (GOOD Magazine, March 2010)

      86% of US online retailers have Facebook fan pages. (GOOD Magazine,
       March 2010)

      The average UK shopper spent £1,102 online in 2009, and the UK overall
       spent £38bn – more than any other European nation, accounting for almost a
       third of all online sales in Europe. Online shopping also made up 10 per
       cent of all retail sales in the UK (The Independent, February 2010)

      In the near future we will no longer search for products and services they
       will find us via social media (Opinion from Socialnomics, August 2009)

      New media contact with companies and brands fosters goodwill in a
       majority of users, with at least seven in 10 respondents reporting positive
       impressions, stronger connections and a greater willingness to engage with
       the company. (eMarketer, 2009)

      74% said "After interacting with companies or brands via new media, I
       generally have a more positive impression of the company or brand".
       (Consumers Demand Brand Interaction, October 2009)

      According to [Digital Brand Experience Study] findings, 65% of consumers
       report that a digital brand experience has changed their opinion (either
       positively or negatively) about a brand or the products and services a brand
       offers. For those brand marketers still neglecting (or underestimating)
       d      , ’      f y’v                       ktail party in sweatpants. (Razor
       fish Digital Brand Experience Study, 2009)

      64% of consumers have made a first purchase from a brand because of a
       digital experience such as a web site, micro site, mobile coupon, or email.


      40
    No other medium has so impacted—or altered—the traditional
     marketing funnel this way. (Razorfish Digital Brand Experience Study,
     2009)

    Of the 10 social marketing tools studied, five are already in use by at least
     half of the companies surveyed. Leading the way is the Facebook fan page,
     which 86% of respondents say they have and 10% more plan to launch in the
     next 12 months. 65% are communicating via Twitter, 55% publish customer
     product reviews, 55% have their own blogs, and 50% produce their own
     video or display videos submitted by consumers. (Etailing survey of 117
     companies, September 2009)

    75% of people don't believe that companies tell the truth in
     advertisements. (Yankelovich)

    75% of women say ads on social networks don't encourage them to
     purchase (Media Post News, September 2009)

    The number of user-generated content creators will reach 114.5 million
     in 2013, up from 82.5 million in 2008. That will translate to 51.8% of US
     Internet users in 2013, up from 42.8% in 2008. (eMarketer, 2009)

    In 2013, nearly 155 million US Internet users will consume some form of
     user-generated content, up from almost 116 million in 2008. (eMarketer,
     2009)

    Facebook is now the fourth most visited site in the world; two years ago it
     dd ’                      . (T C        , 2009)

    Social networks and blogs are the fourth most popular online activities,
     beating personal email. 67% of global users visit member communities and
     10% of all time spent on the internet is spent on social media sites.
     (Econsultancy, 2009)




    41
Internet marketing can attract more people to your website, increase customers for
your business, and enhance branding of your company and products. If you are just
beginning your online marketing strategy the top 10 list below will get you started
on a plan that has worked for many.

   1. Start with a web promotion plan and an effective web design and
      development strategy.

   2. Get ranked at the top in major search engines, and practice good Search
      Optimization Techniques.

   3. Learn to use Email Marketing Effectively.

   4. Dominate your marketing niche with affiliate, reseller, and associate
      programs.

   5. Request an analysis from an Internet marketing coach or Internet marketing
      consultant.

   6. Build a responsive opt-in email list.

   7. Publish articles or get listed in news stories.

   8. Write and publish online press releases.

   9. Facilitate and run contests and giveaways via your web site.

   10.Blog and interact with your visitors.

By following the above tips you'll be on your way to creating a concrete internet
marketing strategy that could boost your business substantially.


Creating A Sales and Marketing Strategy

Small business owners who are concerned about their sales and marketing
capabilities could begin to see improvement by breaking down the term "sales and
marketing" into discrete, manageable elements. You end up with a checklist that
can be reviewed in order to prioritize areas needing improvement - a checklist that
will serve as the groundwork for an effective marketing strategy.



    42
1) MARKETS. How much do you really know about your current markets or
future market? Why do your customers buy from you? What could you offer that
would attract more non-customers? How can you sell to more of the profitable
customers? If you add features or services, will people pay more for them or will
they attract more customers? Are there bulk, institutional, industrial, or corporate
markets beyond normal retail that you are ignoring?

2) COMPETITION. Who are they and why are they after you? What is the
overall market trend and how are you holding up in terms of market share and
profit position? How do you really rank against competitors? What substitutes are
there to your products and how much of a threat are they?

3) DISTRIBUTION. How can you get your products/services out to new outlets
profitably? Are there unbranded opportunities? Can you bundle in your products
with someone else's?

4) SUPPLY CHAIN: Are you at the mercy of wholesalers for your raw materials
or product components? How can you manage suppliers and gain more buying
power over them? Can you simplify your products and reduce your supply needs?
Can you buy in bulk and store them somewhere in a cost effective manner? Can
you buy some things pre-fabricated cheaper than doing it yourself (or vice versa)?

5) POSITIONING. Where do your products/services fall in relation to the total
market? Is this truly the position you want? Are you "all things to all people," or
should you move more toward a high-end position (charging a premium for a
differentiated service), or a low-cost position (undercutting others' prices but at a
profit, due to high efficiency)? If you are truly "in the middle," you should examine
how well you're doing regularly (with the help of a good accounting system).

Here are more elements of sales and marketing to consider as you're working
through your checklist.

6) PROMOTION. Feel invisible? How can you change this? What promotion
tools make the most sense to promote your products yet are consistent with the
marketing image you want to project? How do you know if they pay off? Are you
promoting on the Internet effectively?

7) PRICING. What is your pricing strategy? Does variable pricing make sense for
different markets, perishable products, or time-based sales processes, or various
customer types? Are you charging for everything you do?

8) SERVICE DELIVERY. How well and how consistently are you
delivering/producing your products/services? What people problems must be
    43
addressed? Do you really train people in their overall role and mission, not just the
mechanics of their job? How do you know your customer service is satisfactory?
How can you use disservice situations to build customer loyalty?

9) FINANCING. What is your capital structure? That is, what are the proportions
of cash, bank borrowing, other borrowing, invested funds, and net income to your
operation? Do you produce an annual financial report and a monthly cash report?
Are there other sources of capital you should look at? Are there cheaper sources
for say, bank loans?

10) STRATEGY. How can you build customer loyalty? How can you increase
sales to existing customers (more frequent use or buys, selling a broader product
line to them) or new customers (existing and new products)? How can you
penetrate into new areas profitably? What new substitute products are successful at
Wal-Mart or other outlets that you have sniffed at as not being part of your
traditional business? What costs can be removed without affecting the value
equation?

11) MANAGEMENT. What risks exist today and which are on the horizon? What
is the likelihood and impact of each? How can you reduce both? Are there
alliances that make sense? Are there trade groups you should be in? Are there
natural ties that no one is exploiting-- like a video store letting people order a video
with a choice of pizza from the next-door pizza shop for a specific time? Or letting
customers return their videos to a local Starbucks they stop at in the morning?

12) INFORMATION. What information is your accounting system giving you
about profitable lines, costs, and margins? If "none," why not fix it and start
making better decisions? What advice can you get from a trade group or local retail
association?

Obviously this is just a start for developing an effective marketing strategy, but
suggestive. It feels good to be able to check "OK" next to some of these, but it
should also be empowering to prioritize those few that need your attention.

       So what is an affiliate anyway?
       What you need to know to be successful at affiliate marketing
       Affiliate Earning for N       ’
       Where should I put my link?
       Newbie tips for creating effective affiliate web sites
       Marketing a mini-affiliate site

       44
    Methods to increase traffic to your site
    Improving your conversion rates
    Using a Squeeze Page to be a Successful Affiliate
    Why building as list is essential to grow you affiliate income
    Tips for making the most of your subscriber list
    The importance of click tracking to the successful affiliate
    Boosting traffic by using a viral ebook or report
    Gaining the most affliliate traffic from ezine articles
    Proven methods for building your subscriber list
    Boost your affiliate income by making sure your emails get read
    Using niche marketing to boost your affiliate income
    Affiliate Marketing - Where to Find the Best Merchants
    How an article series can improve your affiliate income
    The secrets of sending more traffic to your site
    How your subscriber list can boost your affiliate profits
    Using Google AdSense for Passive Income
    Getting the most from your affiliate program
    Build a subscriber list for the highest affiliate income
    Non technical ways to drive more traffic to your affiliate program
    Boost your affiliate income through expert articles
    Best ways to market your affiliate program
    Boosting your affiliate traffic through higher search engine ranking
    Why you should write your ebooks in pdf format
    Why it is important to get private label rights to your articles
    Ramping up your profit through subscriber lists
    Using a private label report to boost your affiliate
    Targeted affiliate marketing using mini-sites
    Boost your affiliate traffic by using article directories

    45
       The secrets of getting free advertising for your affiliate program
       Proven techniques for building a solid subscriber list
       Choosing the best affiliate programs
       Using viral marketing in your affiliate campaign
       Making your affiliate marketing business a success
       Why should I offer articles to ezines?
       Viral marketing tips and traps
       Diversifying your affiliate program
       Important keys to making the highest affiliate commissions
       Building traffic through viral marketing
       Use a Review Site to Build Your Commissions
       Use the power of Clickbank to build your business
       Using a newsletter to boost your affiliate income
       Tips for successful affiliate marketing
       How merchants find their affiliates (and how to profit from this knowledge)
       Choose your affiliate partners carefully



Viral Marketing Defined

What does a virus have to do with marketing? Viral marketing describes any
strategy that encourages individuals to pass on a marketing message to others,
creating the potential for exponential growth in the message's exposure and
influence. Like viruses, such strategies take advantage of rapid multiplication to
explode the message to thousands, to millions.

Off the Internet, viral marketing has been referred to as "word-of-mouth," "creating
a buzz," "leveraging the media," "network marketing." But on the Internet, for
better or worse, it's called "viral marketing." While others smarter than I have
attempted to rename it, to somehow domesticate and tame it, I won't try. The term
"viral marketing" has stuck.

The Classic Hotmail.com Example

       46
The classic example of viral marketing is Hotmail.com, one of the first free Web-
based e-mail services. The strategy is simple:

   1. Give away free e-mail addresses and services,
   2. Attach a simple tag at the bottom of every free message sent out: "Get your
      private, free email at http://www.hotmail.com" and,
   3. Then stand back while people e-mail to their own network of friends and
      associates,
   4. Who see the message,
   5. Sign up for their own free e-mail service, and then
   6. Propel the message still wider to their own ever-increasing circles of friends
      and associates.

Like tiny waves spreading ever farther from a single pebble dropped into a pond, a
carefully designed viral marketing strategy ripples outward extremely rapidly.

Elements of a Viral Marketing Strategy

Accept this fact. Some viral marketing strategies work better than others, and little
work as well as the simple Hotmail.com strategy. But below are the six basic
elements you hope to include in your strategy. A viral marketing strategy need not
contain ALL these elements, but the more elements it embraces, the more powerful
the results are likely to be. An effective viral marketing strategy:

Let's examine at each of these elements briefly.

1. Gives away valuable products or services

"Free" is the most powerful word in a marketer's vocabulary. Most viral marketing
programs give away valuable products or services to attract attention. Free e-mail
services, free information, free "cool" buttons, free software programs that perform
powerful functions but not as much as you get in the "pro" version. Wilson's
Second Law of Web Marketing is "The Law of Giving and Selling"
(http://www.wilsonweb.com/wmta/basic-principles.htm).

"Cheap" or "inexpensive" may generate a wave of interest, but "free" will usually
do it much faster. Viral marketers practice delayed gratification. They may not
profit today, or tomorrow, but if they can generate a groundswell of interest from
something free, they know they will profit "soon and for the rest of their lives"
    47
(with apologies to "Casablanca"). Free attracts eyeballs. Eyeballs then see other
desirable things that you are selling, and, presto! You earn money. Eyeballs bring
valuable e-mail addresses, advertising revenue, and e-commerce sales
opportunities. Give away something, sell something.

2. Provides for effortless transfer to others

Public health nurses offer sage advice at flu season: stay away from people who
cough, wash your hands often, and don't touch your eyes, nose, or mouth. Viruses
only spread when they're easy to transmit. The medium that carries your marketing
message must be easy to transfer and replicate: e-mail, website, graphic, software
download. Viral marketing works famously on the Internet because instant
communication has become so easy and inexpensive. Digital format make copying
simple. From a marketing standpoint, you must simplify your marketing message
so it can be transmitted easily and without degradation. Short is better. The classic
is: "Get your private, free email at http://www.hotmail.com." The message is
compelling, compressed, and copied at the bottom of every free e-mail message.

3. Scales easily from small to very large

To spread like wildfire the transmission method must be rapidly scalable from
small to very large. The weakness of the Hotmail model is that a free e-mail
service requires its own mail servers to transmit the message. If the strategy is
wildly successful, mail servers must be added very quickly or the rapid growth will
bog down and die. If the virus multiplies only to kill the host before spreading,
nothing is accomplished. So long as you have planned ahead of time how you can
add mail servers rapidly you're okay. You must build in scalability to your viral
model.

4. Exploits common motivations and behaviors

Clever viral marketing plans take advantage of common human motivations. The
desire to be cool, Greed drives people and so does the hunger to be popular, loved,
and understood. The resulting urge to communicate produces millions of websites
and billions of e-mail messages. Design a marketing strategy that builds on
common motivations and behaviors for its transmission, and you’ have a winner.

5. Utilize existing communication networks

Most people are social. Nerdy, basement-dwelling computer science grad students
are the exception. Social scientists tell us that each person has a network of 8 to 12
people in their close network of friends, family, and associates. A person's broader
network may consist of scores, hundreds, or thousands of people, depending upon
    48
her position in society. A waitress, for example, may communicate regularly with
hundreds of customers in a given week. Network marketers have long understood
the power of these human networks, both the strong, close networks as well as the
weaker networked relationships. People on the Internet develop networks of
relationships, too. They collect e-mail addresses and favorite website URLs.
Affiliate programs exploit such networks, as do permission e-mail lists. Learn to
place your message into existing communications between people, and you rapidly
multiply its dispersion.

6. Takes advantage of others' resources

The most creative viral marketing plans use others' resources to get the word out.
Affiliate programs, for example, place text or graphic links on others' websites.
Authors, who give away free articles, seek to position their articles on others'
          ’ .A                           d     y     d d f riodicals and form
the basis of articles seen by hundreds of thousands of readers. Now someone else's
newsprint or webpage is relaying your marketing message. Someone else's
resources are depleted rather than your own.




    49
How to use email marketi
       1. Develop a list of clients you would like your marketing email to go to.
          One way to do that is to purchase a mailing list. You can also get the email
          addresses of existing clients, employees, or friends. Word of mouth is
          always one important way to sell yourself and your business.
       2. The most important thing you will need to do is develop a message that
          y                d. If                     d     y                       ’
          quickly find the information they want they will unsubscribe from your list
          if you have one either or just delete thee-mail when it gets to their inbox.
       3. Develop a simple layout using an HTML template that provides well
          delineated sections. Do not crowd the design with too much content,
                  y,             x.A dd ’                f                          d
          other high contrast combinations.
       4. Create a look that promotes your product or service. An e-mail message is
          a cheap and effective way for you to promote a product or service. Make
          sure your logo is always prominently displayed in the header, or
          somewhere near the top of the page.
       5. Incorporate images into your email advertisement, newsletter, or e-book.
          B d              y. If y ’                   f          y d
          of real people instead of stock images, which can seem flat and impersonal,
          and lack spontaneity. If your want to make your message to feature, and
          focus, on a product use high resolution images of your product(s) in your
          marketing email. It has been proven that high quality and well placed
          images increase clicks.
       6. Create an email campaign or message that will "drive action." According
          to Start Up Nation, LLC, success in email marketing is about clicks, or
          getting customers to open your email, read it, and respond by clicking on
          the link that will take them directly to your website, signing up for a free
          trial, contacting someone in your business, or forwarding the email to a
          friend.
       7. Get to the point by making sure your content is relevant and useful which
          will also drive the reader to take action. People want to get what is being
          offered quickly. Put all the important information, the offer and call to
          action, at t         f                                 ’       .
       8. Consider getting help. When it comes to designing HTML email
          messages, you might consider working with a designer or email service
          provider that uses web-based software to help businesses create custom
          email marketing messages.
       9. Some experts suggest keeping the file size for emails less than 100
          kilobytes (KB).

       50
  Things You'll Need:
      Computer
      Internet Access
      Yahoo email program downloaded on the computer
      Yahoo account with a username and password (FREE sign up at
   www.yahoo.com)

      How to conquer Yahoo email

   1. Type in:
   FINDING YAHOO:
   https://login.yahoo.com/config/login_verify2?&.src=ym
   (or use the link in the resources directory for yahoo mail).

   Click on MAIL button on the left hand side of the Yahoo screen. Then click on
   the INBOX on the left hand side above all those folders.

   2. CHECK YAHOO EMAIL:
   Click "check mail" in the far left corner. You do not have to use this feature, it
   is optional. Most Yahoo email appears in bold type when it first arrives and is
   unread.

   3. READING OR PRINTING EMAIL:
   Click on the subject to read the message. Double-click to open the yahoo email
   message to another tab. You also need to perform this function to print the body
   of a yahoo email. Press the printer icon on top of your screen or inside yahoo.

   4. REPLYING TO EMAILS:
   If you would like to reply when you are finished reading the message, click the
   "reply" box on the top (or bottom) of the email and type your message. It will
   appear above the message that was sent to you.

   5. MANAGING EMAIL:
   If you are finished with the email message displayed on your screen and do not
   want to save it, click on the delete button while that message is highlighted (this
   happened when you clicked on it). (Either on the message or on your keyboard -
   they both will do the same thing).
     51
6. DELETING EMAIL:
When you click on an email, press delete on your keyboard or check the box
next to the email you wish to delete. Deleted emails then go to the trash.

7. EMPTY TRASH:
To empty the trash, click the empty trash option to the right of your Yahoo
screen. Then you can be sure the message will not be retrieved. Emptying trash
is the only way to eliminate the email entirely from the system.
8. SENDING A BRAND NEW EMAIL:
Click on the compose or new button in the left hand corner. Type the recipient's
email address in the to field.

If you have stored any email addresses, they appear upon entry of the recipient's
name or email address. Entering a subject is optional and it is not a requirement
to use this feature.

9. SENT MAIL:
Email you send will then reside in the "sent mail" folder. Click this folder on
the left side of the page to check for sent messages if needed. Delete messages
in sent mail by checking the box in the delete column and then clicking delete at
the top or bottom of your screen.

10. EMAIL ADDRESS BOOK:
To add a yahoo email contact (address), click contacts, add contact in upper-
left-hand corner. Type the first name and then skip down to the email address.
Add as much information as you would like into this screen. Save if you are
finished or click save and add another address if you would like to continue
adding to your address book.

11. TO FORWARD AN EMAIL:
Click the desired email. It will be highlighted (usually in blue) and click
forward on the top of your yahoo email screen. Type the recipient's address,
click send. You can also type a short message before the email forward.

TIP: You could also type in SEVERAL email addresses to forward, just
separate them with a comma.

12. SPAM:
If you receive unwanted email, check the box to the right and click spam button

 52
on the top. This will tell Yahoo to send it to your bulk mail folder. Check your
bulk mail folder periodically for emails you may want to save.

13. EMAIL ORGANIZATION:
Create a folder to store emails you want to save. (Optional) Click "Add" on the
left beneath the folders section. Name the folder. Repeat the process for each
file folder. You can add or delete to your email folders at any time.

14. SENDING ATTACHMENTS AND PICTURES VIA EMAIL:
Locate the file in your computer (usually in My Pictures or My Documents
folder) and click attach on the top. Attachment size can be limited by the
recipient's email provider. Consider sending 2 or 3 emails if you have multiple
photos or documents.




 53
Instructions

      1. Decided where you would like to create your social network. Visit
         MySpace, Ning, Facebook or any other networking site. Customize your
         page to suite your tastes.


      2. Sign up for a free account, and follow the directions to design your page
         and set up your network. The software on the website should walk you
         through the entire set up and answer your questions on how to start
         networking.


      3. Choose a name and theme for your social network. Whether it is a
         personal-, business- or hobby-related network, you may create your
         design accordingly.


      4. Invite other like-minded people into your social network or if they don't
         have a page, invite them to sign up and create their own social network.




    54
 How to Promote a Product Using Social Networking Sites

 People influence people. The old adage word-of-mouth advertising is the way to go
 is now reaching into the Internet realm. Social networking is sites that allow people
 to setup profiles pages with all their interest and blogging pages. They can allow
 friends to post on their sites and vice-versa and even past bulletins about their new
 product. They can send alerts to friends about reviews of products, books, and their
 item while suggesting that they spread the word. They can talk to customers
 through blogs or instant messages.

  Th g y u’       d:
     Access to the Internet

    1. Finding a target market is easy. There are now thousand of mothers, singles,
    married and business people on social networking sites like MySpace and
    FaceBook. The sites make it easy for you to search for friends that have the
    same interest.

    2. Once you find them, invite them to be a friend. You can search by topic just
    like the search engines can on the Internet.

    3. Create a blog on your site will help in socializing with your new customers.
    Also, invite them to post on your blog and offer to do the same for them. There
    are over a million people hitting the web every day to communicate with other
    people. It allows you to make friends and associates without travel.

    4. Email them in a casual manner before going straight for the business aspect.
    Try asking them, "What are you involved in?" That will open up the business
    chatting quickly. Or ask them what their product is all about. They will return
    the favor.

    5. Add pictures of events that have your product in it. People love to look at
    pictures. Authors can post book tour pictures.

    6. Podcasting is a great way to add something interesting for your people to
    enjoy. This is a mini commercial for most products, but save your press release
    for the last step.

    7. Put a contest up on your site. That will get people visiting and participating.


     55
8. Give away free things that can be downloaded or emailed to them. There are
tons of place where you can purchase e-books for resell and give them away.

9. Do an IM Press Release. Post a bulletin stating the time and ask people to
provide an IM address. Then you instantly IM your list of IM address and copy
and paste your press release into the body. One click of the mouse and you are
giving an online press conference.




 56
     u
T         y ’       d:
        Internet
        Computer
        Facebook

    1. Log on to www.facebook.com and set up an account. If you already have an
    account, click on "login" after you enter your email address and password. If
    not, click "sign up for Facebook."

    2. Login to Facebook using your username (email address) and password.
    Begin to look for people you know and send them "friend requests". This can be
    family, friends, coworkers, neighbors, groups, or business associates.

    3. Look for "Status Updates" for your online friends and feel free to update
    your own status at any time. If you are using this for business, keep the status
    business-like and leave the personal details or questionable humor out of it.

    4. Search for and download applications as necessary. There are quite a number
    to choose from. You can also type products or items in the search box and
    become fans of them. This includes services, TV shows, movies, hobbies,
    shopping, websites, foods, restaurants and more.

    5. Add your links to Facebook from your business, school, website or service
    and product samples. You will want to use this to direct others to what you have
    to offer on other websites.

    6. Upload videos and images of your choice. You can also tie a blog to this
    website to further inform others of what you are up to in the business world,
    school or social circles.

    7. Use the search box to join groups that will further benefit your career,
    hobby, social network or group.




     57
  o to use ro er e ail eti uette
T     y ’     d:
      computer
      email program
      internet access
      email address
      recipient contact information
      composition information
      spell check

    1. We are all familiar with the benefits of email correspondence but do not
    make common mistakes that can have detrimental results.

    The lack of formality is a most common error. Regardless of the medium of
    communication, certain etiquette is essential.

    2. Begin by addressing the email to the recipient using proper title i.e. Dear Mr.
    Mrs. Ms. Miss. Dr. etc.

    If the email is being delivered to multiple recipients, you can substitute Dear
    Gentleman, Ladies, Sirs, (Company Name) Personnel, etc.

    3. Skip one line and enter your contents i.e. the information statement for
    which the article is addressing. This should never contain slang, profanity,
    nudity, sarcasm, jokes, degradation of an individual, or any other information
    that can be construed as insulting to anyone regardless if they are receiving the
    email.

    Keep your message direct to the point. Base it on facts, not emotions.

    Never forget that emails are easily forwarded. Even if the intended recipients do
    not forward the email, some companies monitor email correspondence
    unbeknownst to the computer user. Also, once something is in print whether
    electronically or otherwise, it can be referenced for an unspecified length of
    time. A friendly recipient today may be an aversion tomorrow.

    Keep email contents professional! If you have personal business to discuss, use
    the phone or discuss in person.



     58
4. Skip a line and close with a proper signature i.e. your full name, company
name, department if applicable, company address, and contact phone
information.

Example:

Best Regards;

John Smith, Editor
ABC Entertainment
123 Main Street, Suite 280
Los Angeles, CA 92567
Phone: (213) 456-7485
Cell: (213) 654-8768

5. In the subject line, title the email appropriately so it is easily identified.

6. Always spell check! Spelling errors reflect poorly on the author.

7. Proofread. Then let it sit for 20 minutes or as long as possible and proofread
again. If an important point or matter is being addressed, have another
individual proofread before sending to recipients.

It is very easy to hit the send button, but control the urge as once the email is
sent you can't correct mistakes.

8. Do not use emoticons as cute as they may seem.
Also, avoid using too many colors. Try to keep the colors to 2 maximum per
email.

9. Always BCC (Blind Carbon Copy) yourself so you have copies of your
correspondence even if your email program automatically saves copies of sent
email.

10. You will soon grow accustomed to the formality. Recipients will appreciate
your professionalism and you can help to avoid potentially harmful mistakes.




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          M        f
T         y ’     d:
      Internet
      Facebook membership

    1. One of the grand things about Facebook is that it can supply you the tools
    that can be utilized to efficiently market your services and products. Still, you
    will need to know how to efficiently utilize the tools for you to take full benefit
    from the website. Therefore, here are some steps that will assist you in utilizing
    Facebook to market your services and products for free.

    2. Make an Impressive Profile

    the first suggestion is that you should make an impressive profile. If you do
    this, you will interest more people to check it out. With more people viewing
    your profile, more people will learn about the service or products you are
    presenting. Strive to utilize Facebook as part of your trademark and it is a great
    idea to include a photo of yourself. In addition, add in your contact information,
    your website address, personal interests, work experience and schooling.
    Always keep in mind that a comprehensive profile is the best way to go in
    Facebook.

    3. Add Friends

    After you have joined Facebook, add friends. You have to keep in mind that
    Facebook is a social networking site where you will want to make friends and
    create connections. The more connections you make in Facebook, the more
    efficient your marketing attempts will be. Another immense feature of
    Facebook is that you are able to view friends of your friends. You will be able
    to heighten your marketing attempts in no time at all by creating a widespread
    network of friends.

    4. Join Groups

    you are also able to join groups or start your own group. With Facebook, there
    are unique types of groups that you can join. You can aim to join groups that
    have common interests as you do. Another idea is to join groups for wealth
    building, coaches and marketing experts. You will be capable of making


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hundreds of contacts that can assist you in building your business by joining or
creating your own group at Facebook.

5. Syndicate your Blog

another idea is to choose to syndicate your blog using RSS. At Facebook, you
are able to place your blog in your profile through RSS. With this feature, you
are able to allow people to look at your blogs and increase your marketing
endeavors. With a growing number of readers, you will receive new leads
which also mean additional business.

6. These are simply some of the things that you can do at Facebook to
successfully market your business or your website. With these steps, you should
be able to increase traffic to your website and acquire additional business.




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posted:7/9/2012
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Description: How the Internet is Transforming B2B Marketing