Patrick J. Kidd - e-Marketing Tools -

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Patrick J. Kidd - e-Marketing Tools - e-Marketing Tools

Traditional marketing tools
- Traditional Advertising
  - Radio ads
  - Television ads
  - Print media ads
  - Outdoor ads
  - Direct mail (snail mail)
  - Word-of-Mouth
- PR = Public Relations
  - Develop strong and positive media, community, consumer, and governmental relations
  - Press releases
  - Managing crisis communications
Search Engines
- Search tools = search engines (keyword searches) + directories (links by category)
- Direct submission = the e-business submits its Web page info (description, primary keywords or phrases, etc.)
  - free inclusion program
  - paid-inclusion program
- Indexes = Automatic updating the search engine's indexes by examining links in existing Web pages by using Spiders, Bots (robots), Crawlers
  - Web page design can optimize the chances of appearing prominently in a search results list
- SEO = Search Engine Optimization = Try to get your site into the top ten results hit list
  - Keywords (by using a ranking algorithm = by using an algorithm to rank the relevancy of pages)
    - Page content - clear and on-topic
    - Use text navigation links (to link pages on your site)
      - Site map
    - Page title
    - Meta tags
    - Avoid frames, Dynamic content (JavaScript, Flash, etc.), Image-based hyperlinks - (because the crawler will never find your page)
  - Number of relevant incoming links to a specific page = Link popularity
  - Payment in exchange for prominently listing Web sites on a search results page
  - SEO professionals = consultants
  - Traditional marketing tools = Public Relations, Advertising, etc.
  - Combination of the above items
- Backlinks = Inbound links
  - How to Get Backlinks - Whiteboard Friday - Moz
Online advertising
- Banner ads
- Sidebar ads
- Pop-up ads / Pop-under ads
- Rich media = contain interactive elements, audio, video
  - Floating ads = Shoshkele ads
  - Streaming media ads
- Permission-based e-mail advertising = solicited = opt-in
  - Spam = unsolicited junk mail
- Newsletters
- Featured or sponsored placement at other Web sites
  - Operating an affiliate marketing program
  - Participating in another e-business's affiliate marketing program (= affiliate program = pay-for-performance program = associate program)
    - Flat referral fee or commission for all sales sent to it from another Web site (= credit for the click-through)
    - Portal advertising
- Paid placement on the search results lists
Other
- Website(see also SEO, above)
  - Layout: clear, attractive, interesting
    - Content: useful, interesting content, interactive
      - company info, product info, technical info, support info, contact info
      - updated regularly
    - Navigation: easy to use, easy to find, site map
    - Searching: easy, relevant
    - E-commerce: forms, shopping cart, payment method
- Company's URL
  - Domain Name should be the same as the company name
  - on all printed materials (business cards, letterhead stationery, envelopes, brochures)
  - on all building signs, company uniforms, vehicles, shipping boxes/packaging, Yellow Pages listings, trade association directories
- Link Exchanges (with complementary sites)
  - Reciprocal links
  - Beware: link farms (link stuffing) with unrelated content
  - Web ring = a circular chain of links among similar e-businesses
- Newsgroup = Bulletin Board = Forum
  - Participate in topic-related newsgroups and other Web-based forums
    - Lurking is good
    - Build relationships, Share information, Learn about your customers and competitors
    - Never post advertisements to the group
- Blogs = Weblogs = online diaries
  - Online discussions
  - News releases, Product releases, Company information, Product information, Technical support, etc.
  - Product and service feedback from customers
- Chat
  - Technical support
- Viral Marketing = electronic word-of-mouth (using e-mail, Websites, blogs, newsgroups, XTwitter, Facebook, etc.)
  - good and/or bad
- RSS = Really Simple Syndication = Rich Site Summary
  - Subscription to an RSS feed is usually free
  - User can use a browser or e-mail program or desktop widget or other RSS reader to view the feed of content that is downloaded (pushed) automatically
  - An XML technology used to publish blogs and Websites and other content (text, podcasts, video, etc.)
- Awards = increased credibility
Plus
- Feedback from customers
  - Forms on your Website
  - Forms from research sites
  - Info added to company database(s)
  - CRM = Customer Relationship Management
- Traditional & Electronic Marketing
  - Loyalty programs
  - Discounts
  - Multilingual content