Category Archives: internet marketing

Digital Marketing and the New Push / Pull Dynamic

From Company Push to Consumer Pull
What is push and pull marketing? Push is the 30-second TV / radio spot. Push is the billboard and web banner. Push is the full-page magazine / newspaper spread. Push is becoming evermore difficult to push. The converse of push, is pull. Pull marketing is engaging; interactive; a two-way line of communication. To illustrate the push / pull marketing dynamic 15 years ago, if you were in the market to buy a TV, what resources would you have at your disposal? TV, radio, billboard, direct mail advertisements might have influenced your decision. Those messages are finely crafted to be persuasive. In essence: they’re bias. For a more objective view, you might turn to your friend that knows something about TVs. Or, you can go to Best Buy and they might be able to educate and inform your decision. In short, advertisements and a handful of “experts” were your resources. That was the push / pull dynamic then.

In the digital era, we can better manage and prioritize the influence of each resource. With the ubiquity of the internet, resources are seemingly endless; therefore you can choose which are more important as you refine our decision. Where in the past your decision was constrained to a limited number of resources, in the digital age, there are countless information hubs to help you choose one product over another. With the extensive consumer conversation on social media sites and product pages, what weight does the mass message—pushed from TV, billboard, radio, etc—carry when you’re making your decision? Though consumers will still soak up push marketing—and factor those impressions into their spending decisions—the internet and its vast networking reach typically bypasses traditional push media. In the past, the number of resources was limited—therefore each opinion meant more and consumers were just consumers. In today’s age, consumers are researchers, advocates, creators, promoters and marketers.

Reallocation of Marketing Efforts
In response to this consumer empowerment, companies are developing new strategies to adapt and grow in this different marketing world. Consider the marketing landscape only 15 years ago. If a company wanted to launch a product, they would allocate X amount of dollars to cast a wide net of impressions to influence a buying decision.

In a world influenced by the digital consumer network, even the word “consumer” is limiting in its simplicity. In the most innovative marketing efforts, consumers are the creators, advocates, promoters, marketers and buyers. To have a presence in the new consumer world, marketers are facilitating the conversation and activities through valuable tools and concepts online. The most engaging marketing tools can be implemented in the digital world. With a multi-sensorial experience and a multitude of engagement opportunities, brands can enhance their consumer experience beyond the conventional marketing tactics.

Pull marketing combines viral, blogging, social media, SEO, internet marketing, RSS etc. into a methodology where consumers engage and build something with the brand. No longer is advertising an interruption between news, or a distraction in nature’s landscape. Marketing is more about choice and engagement, less than it is a distraction. If you are relying too much on heavily push media today, now is the time to embrace the paradigm shift towards consumer-powered marketing

Internet Marketing

I was browsing one of the internet marketing forums the other day, and stumbled on a thread titled “What happened to the 4 pillars of Internet Marketing?”.
For those of you who don’t know what the 4 original pillars of internet marketing are, here’s a quick recap:

1. Product. Product is very important, I mean, that is what you are selling, right?
2. Price. 95% of all the selling propositions are being turned down because of the price. Probably this is the reason 1$ trials work so well.
3. Promotion. Traffic, Copywriting, PPC and basically anything related to generating traffic and driving leads.
4. Place. You can’t go to a synagogue and try to sell pork chops. I mean, you can, but…Trust me, you don’t want to. *Hint: big rocks and your head.
Those are the 4 pillars of internet marketing, according to the old school Gurus. However, world is rapidly changing, and we must keep up with it.

Those pillars no longer apply when it comes down to 21st century’s internet marketing industry. They probably still do when selling tea or rice, but when it comes to sophisticated customers who shop online, nahah! Different approach is required!

After taking a cold hard look at the internet marketing industry today as we know it, I have created a new internet marketing pillar blueprint. I am not saying this is going to go global right away, but I do believe it what is needed to be done, if you want to build a profitable internet marketing business.

1. Traffic. You can say it goes under promotion, but Traffic is not about promotion anymore. Today, when the customer gets destructed so easily, traffic has became more about grabbing attention. If you know how to grab person’s attention when he is surfing the web, you got traffic!
2. Conversion. Internet Marketing is all about conversions, are you kidding me? Capture pages, click through rates, bounce rates etc. Everything is needed to be tested, modified, customized and tested some more!
3. Growth. Growth applies to you, the person behind the product. The only way you can be providing more value and getting more sales is by growing. Not in height, but in mind. Growing your knowledge base and raising your personal value through the roof.
4. Content. This is actually an inevitable byproduct of growth. Providing quality content is what is going to separate you from the spammers, self promoters and uneducated newbies who have no clue how to market online.

This is my personal view on the 4 new age pillars of internet marketing. You can support me, or you can dispute me, the choice is yours and comments are welcomed, however, remember that marketing isn’t about you or your product going viral, it is always about the consumer.

jasper

Emerging Online Marketing Trends

It’s always been known that America is primarily a consumerist market. But, even now Americans are dedicated consumers. And, the Web makes it easier and faster to track, and then bag, the goods.

Even with living with a devastating economy, we’ll still find ways to happily buy stuff. We won’t stop.

So, flagging emerging consumer trends is the lifeblood of any business. Consumers can pile into a fad quickly, and leave just as fast.

Two must-watch trends rippling through the consumerism this year bear watching: chic frugality and the greening of older goods.

Booming online shopping and research tools speed the frugality process, especially as small, mobile devices make the Web easier to navigate. The result is a giant communication tool for sharing consumer information and low-cost goods.

According to one survey, 80% of consumers say they’re shopping online to save money.

80%!!

What with the 24/7 market of the web, it’s best to be your targets first, and only stop.

SEO, Why is Everyone an Expert

A College internship at an interactive marketing company ended up the ticket to a promising career for one of its 22 year old students. During the internship, he learned a skill known as search engine optimization In August, he was snapped up by a public relations and advertising agency in Denver, and given the title of search engine optimization director.

This was a story in the New York Times

The birth of the Internet gave rise to jobs in areas like Web development and design. And as companies and consumers flocked to the Web, jobs in Internet marketing soon followed. Search engine optimization, part of Internet marketing, is what companies use to drive traffic to Web sites in the hope that consumers will buy a product or service, for example, or subscribe to a publication.

This is a question I ask myself on a regular basis, Why is everyone all of a sudden an SEO Expert, they read a few blogs, go on day course somewhere and all of a sudden they know all there is know about search engine optimization.

If only it was that easy,.

All the SEO’s I know personally, most are well known and documented on the web who have been doing this for the last 10 years, long before it had a name.

They all earn in excess of $1million a year, admittedly some write there own books, some write get rich marketing schemes that plays to peoples greed, are they bothered when earning $10 million a year, probably not.

The question I ask myself is this, if it was you earning this kind of money on an annual basis, would you tell everyone how it was really done?

I didn’t think so, You have your answer.

You can learn good practices by reading forums and blogs, you can read the guidelines set out by Google, Yahoo etc, learn about social media and even web designing, but I have yet to read the full story on how it is done by anybody.

The big hitters will always be the big hitters, WHY, money in the bank baby.

SEO Marketing Helps UK Retailers Maximise Internet Sales

The run up to Christmas, 2008 has seen e-commerce become the focus for retailers across the UK.In the light of rising costs and consumers reigning in their spending to save money, the Internet is now seen as the place of choice for consumers, for comparisons and significant savings. Internet marketing for e-commerce sites has become the chosen method of promoting retail businesses.

“With Internet marketing and digital advertising budgets increasing, traditional advertising is being replaced by cost-effective, targeted, digital advertising and marketing campaigns”,

The credit crunch recession has seen closures of retail outlets, both in London and across the United Kingdom, leading to an increase in Internet sales with the Internet being viewed as the buyer’s market.

The UK’s Office for National Statistics (ONS) reported that between May and June 2008, retail sales volumes fell by 3.9%, the largest monthly drop since records began in 1986.

Yet online sales have been strong. In fact, Internet sales may be rising more rapidly than anticipated because hard-pressed consumers are determined to find value for money. Also, the rocketing cost of fuel means many shoppers are cutting visits to brick-and-mortar stores and turning to the Web instead.

Major online retailers are realising that to maintain a presence in the market, they need to offer true multichannel shopping and delivery/return options, as well as value for money. This strategy ensures they will gain and keep their market share in the future. The businesses that are not moving towards Internet marketing, and digital advertising, for whom traditional print or broadcast advertising is now too expensive, are likely to stagnate or go out of business.

Not-So-Banner Year for Digital Part 2

Social measures up

Facebook CEO Mark Zuckerberg’s prediction that media would forever change with the advent of the popular social network’s ad platform is rightly ridiculed. Yet while advertisers have few success stories on sites like Facebook, the growth of the social Web is impossible to ignore. Facebook now adds a new user every seven seconds.

For all its growth and hype, social media has been unforgiving terrain for marketers. Their efforts to date have been decidedly experimental, consisting of sponsorships, ad placements or brand applications that have proven ineffective. “Whenever you try to apply a standard ad model to a social dynamic, it’s like oil and water,” said Sean Finnegan, chief digital officer at Starcom MediaVest Group.

Instead, look for marketers to weave social programs throughout their marketing, using free tools to monitor their brand health and respond to customer needs. Comcast, a brand with no shortage of detractors, has scored a rare win with customers by dedicating an employee to handle customer problems on micro-blogging network Twitter. Expect more brands to follow suit, not just on Twitter but throughout the social Web of blogs and other two-way media.

“The best way is to dig in and monitor what people are saying,” said Noah Brier, head of strategy at digital marketing firm Barbarian Group. “It can only help you.”

Top Three Mistakes Internet Marketers Make

There is no doubt that internet marketing is a great way to sell products and services to make a lot of money. There is also no doubt that the internet is flooded with competition and you will need to do your internet marketing well in order to stand out from the crowd and claim you fortune. Many, many people try to market products on the internet unsuccessfully. In fact, for every five websites on the internet that are doing well there are ninety-five that are failing.

Not the best odds, but the good news is that you can be one of the three if you take the time to learn proper internet marketing techniques. Learning how to do something right often means discovering a lot of ways to do it wrong first and so to save you some time, here is a list of the top three mistakes that internet marketers make:

1. Not providing high-quality content on their site. Many people think you can just write a sentence or two about each product and create a “pretty” website and people will want to buy from them. There are two problems with this technique: first of all, getting a good search engine ranking is what will drive customers to your site and good content with the right keyword density is necessary to get a high search engine ranking. And secondly, once a person clicks to your site they expect to see some content. Good content will draw them in and keep them on your page long enough to entice them to make a purchase.

2. Using only one method of internet marketing. Too many would-be internet marketers focus all their attention on just one method of internet marketing. That is the equivalent of putting all your eggs in one basket, if the bottom falls out you’re screwed. Using multiple internet marketing techniques allows customers to find you in a variety of ways like through search engine results, email marketing, article marketing and forum posts. The funny thing is that as you use different methods they boost your main goal of increasing search engine traffic at the same time.

3. Choosing an irrelevant product. Before you spend massive amounts of time and money doing internet marketing for a product you may love it is highly important that you find out if there is a market for it. If nobody wants to buy your product you can market ’til the cows come home and have the number one spot in the search engine rankings for your keyword, but if nobody is buying that it isn’t going to matter. You also want to choose a product where the market isn’t completely flooded already. In either case, it is vital that you do some research before you start your internet marketing campaign.

Avoiding these top three mistakes will help you get your internet marketing campaign off to a good start. Do your research and provide your customers with top-quality information and you will be on the right track for success in internet marketing.

51% of firms cite better conversion rates for using search engine marketing

New research has found that 51 per cent of businesses use search engine marketing in order to drive better conversion rates in online and offline sales.

Aberdeen Group conducted a study of 200 organisations around the globe in order to ascertain what makes the “Best-in-Class” so much better than the rest.

Steve Lawrence, research analyst at Aberdeen and author of the research report “What Does It Take to Create Best-in-Class Search Engine Marketing?”, commented: “Companies, large and small, will need to justify to their executives the successes and failures in search marketing efforts in a quantifiable way or risk losing budget.”

Furthermore, he stated that, regardless of the market, businesses now need to maximise their return on investment as tougher economic times mean firms are fighting for fewer customers overall.

Aberdeen Group is a fact-based research company that is focused predominantly on the technology-driven global value chain.

Last year the company published over 100 extensive research studies and counts more than 93 per cent of the Software 500 among its client-base.

News brought to you by Fresh – specialists in Search Engine Optimization and Internet Marketing.

Google extends search engine optimization possibilities with voice search

Online search provider Google has announced the launch of new voice search capabilities for Google Mobile App on the iPhone.

Gummi Hafsteinsson, product manager for the Google Mobile team, wrote in the official blog that the use of this tool can help to improve search engine optimisation for many businesses as it enables the user to input their location and retrieve results based on a user’s whereabouts and their proximity to what it is they are searching for.

Once the application is up and running on the phone, the user does not have to press any buttons to search the internet – they simply hold the phone to their ear, say what it is that they are looking for and wait for a beep to signify that the app has understood the request.

Meanwhile, Nick Fox, director of business product management at Google, recently commented in his blog that the company is continuing to experiment with advertising in unconventional places – for example Google’s sponsored content on the social video networking site YouTube.

News brought to you by Fresh – a best practice Internet Marketing Agency

Internet Advertising will rise by 20 per cent this year

PricewaterhouseCoopers releases a new report suggesting that spending on Internet Advertising will rise by 20 per cent this year, with expenditure on search to soar by 30 per cent.
It cited the attractiveness of the online medium’s return on investment compared with other marketing channels as one of the main reasons for this predicted growth in the face of the slowing economy.

Yahoo!announced the launch of a new ad platform allowing businesses to buy and sell display ads from one web-based service.
The APT platform is currently being used by a small number of local US newspapers and will be rolled out to more customers in 2009.

MySpace finally launched its long-awaited music service, MySpace Music, which offers free streaming and paid-for downloads, as well as a range of tickets and other merchandise.
Users can build their own playlists and the service is primarily ad-supported.

Meanwhile, Hitwise released new figures showing that the credit crunch is prompting large numbers of Britons to look on the internet for money-saving deals and vouchers, as well as online sales.