Archive for the 'social network' Category

How the web is driving the new rules of marketing and PR

Did You Know…

92% of people use the Web to evaluate purchase options, yet less than 30% of businesses allocate dollars for online marketing.

 

Over 30 % of online visitors go to social media sites.

 

Gen Y (aged 18 to 28) is the most Internet-savvy group, spending more time online than they do watching television, with 42 percent watching online video at least once per month.

 

The older Generation X (aged 29 to 42) also use technology extensively for more task driven needs, especially when they intersect with business and family.

 

*This research is part of Forrester’s 2008 North America Technographics Benchmark survey which gathered data from around 61,000 consumers in the US and Canada.

 

 

“The New Rules of Marketing and PR” – How to use news releases, blogs, podcasts, viral marketing and online media to reach your buyers directly

For decades, marketers have relied on buying expensive advertising and begging for media coverage. We interrupted “prospects” with our egotistical “messages” in the hopes of generating interest from buyers (who usually ignored us anyway), but the Internet is a marketing channel that is dramatically changing how we perform. As marketers, we must shift our thinking from mainstream marketing to the masses to a strategy where we target specific audiences and niches we want to reach.

Writing news releases is no longer just for when we have big news.  Now we write news releases that highlight our ideas and stories and we distribute them online so that our buyers and constituents can get them on the news search engines and vertical content sites.  As Meerman points out, the “Internet has made public relations public again after years of almost exclusive focus on media.”

The online marketing channel requires more than a big idea with great creative and a one-way message. Smart marketers now communicate with buyers through content rich Web sites, blogs, YouTube videos, e-books, and other online media that buyers actually want to consume. To succeed in marketing online, we need to adapt to using these very direct and interactive social media strategies. These mediums help us communicate and engage customers in places where we have no physical presence but where the customer can find out about what we offer and how we can meet their needs. The products and services offered by tuned-in companies resonate with people who willingly buy without being coerced. 

 If you would like to learn some of the new criteria for marketing & PR and how to succeed in a digital world, then come listen and ask questions of David Meerman Scott, a nationally renowned speaker and best-selling author of The New Rules of Marketing and PR.

 Scott will be the keynote speaker at the Advertising Federation of Northwest Pennsylvania’s Erie Ad Day on Thursday, September 25 from 8 a.m. to 2 p.m. at the Sheraton Erie Bayfront Hotel, 55 West Bay Drive, in downtown Erie. The full-day professional development event will focus on the theory, tactics and technologies driving the advertising and marketing communications industry.

Learn how to leverage the potential that Web-based communication offers. A step-by-step action plan for harnessing the power of the new rules of marketing and PR will be provided, showing how to identify audiences, create compelling messages, get those messages to the most consumers possible, and lead those consumers directly into the buying process. Told with many case studies and real-world examples, this a practical discussion about the new reality of PR and marketing.

 Register online at: http://www.afnwpa.org/membership/creative_spark_registration

Or register by phone at (814) 451-8677.

Listen to Podcast

Get the lowdown on the New Rules of Marketing and PR in a podcast interview with David right here:   http://www.ebizitpa.org/audio/davidMScott.asp

 

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Search Marketing; One of the Triumvirate Three

Search Engine Marketing is one of three most essential online marketing strategies for businesses that are seriously committed to using the online channel to find new markets, build awareness, promote product and services, qualify and generate leads, acquire new customers and close a sale. The triumvirate three includes having a website and email marketing but I will cover those another time. 

New activities are emerging and becoming a significant influence on Search Engine Marketing.  This includes Web 2.0 activities commonly known as social media, social networks, and user generated content.  Sites like Facebook, Blogs, Video sites like YouTube and user reviewed sites like Digg all of have the ability to influence searcher behavior by generating valuable inbound links which are so important to a search optimization strategy. 

Effective online marketers are always looking for ways to enhance and improve website visibility in natural or organic search engine listings.  The primary goal for most is to increase the number of visitors and increase online conversions. 

Google Paid and Organic Search            

Optimizing your website involves a process of testing and tweaking website structure, search terms research, content creation and link equity. So understanding how to use Web 2.0 activities and linking strategies starts with understanding your particular audience and figuring out how they will benefit, if at all. 

However, Paid Search Marketing, also known as Pay Per Click (PPC,) is the fastest growing tactic used to drive relevant and qualified leads.  Google, MSN and Yahoo all have paid sponsor or advertising opportunities driving close to $6 billion dollars in 2006. One reason PPC is so compelling is because it delivers results almost immediately. Quick measurable results make PPC a smart way to plan your Search Engine Optimization (SEO) strategy. All the major search engines offer reporting and analytics tools so you can monitor and tack every click gaining valuable data to be used when planning your SEO strategy.  It makes sense to develop a combination of PPC and SEO strategies for driving traffic and generating leads.  

Search marketing is one of the tools you need to market in today’s digitally savvy world.  Search marketing is a long term strategic investment and marketers need to evaluate how it fits into their marketing plans. Start taking advantage of search and other tactics and technologies to grow your business and gain an edge.


sem2home.jpgBecome an eMarketing Rockstar! Attend the SEM II: Join the eVolution Conference. The web is outpacing all other media for user involvement.  This conference and other educational programs offered at the eMarketing Learning Center @ eBizITPA will help you understand, navigate and integrate Internet marketing strategies to support you business growth.  This evet is sponsored by the NWIRCErie Ad Club Members and Tech Council Members qualify for special rate.

Viral Marketing Strategies Not so Easy to Spread

email signatureWeb 2.0 Tools I recently presented at the Nonprofit Partnership’s Conference on Interactive Web Strategies That Build Your Nonprofit. The presentation provided an overview of online giving and why it’s on the rise. I covered many of the most popular interactive strategies, including interactive Web sites and e-mail marketing, and then focused on Web 2.0 activities; technologies that include group fundraising platforms and social networks to support fundraising and influence donors’ action.

After the event, I received an e-mail from one of the participants in my session asking for clarification on a few things. This person specifically wanted me to provide more detail about one of the topics I briefly discussed called viral marketing. I deliberately decided not to get into much detail on viral marketing because it is one of the most difficult strategies to successfully implement. However, I thought I would try and provide more detail on this topic since someone asked.

The terms “viral marketing” and “viral advertising” refer to marketing techniques that use social networks to increase brand awareness through self-replicating viral processes. Viral marketing is enabled by the Internet, and more specifically e-mail, by encouraging people to pass along a marketing or fundraising message to friends who view the message and then pass it on to their friends.Sometimes it is as simple as putting information in your e-mail signature or asking the e-mail recipient to forward an e-mail to anyone they feel would be interested in the information.

However, developing a successful viral marketing campaign that will get serious traction and reach is not that simple. If you work with an agency or marketing firm you definitely will want to get them engaged. You need to be very creative; just because you have a message you want to share does not guarantee others will find it interesting. It must appeal uniquely to the target group so that the users will generate the velocity of interest for pass-along, as well as uploading to their social network pages.

If you think you’ve got the bug and want to spread it around, here is some advice on how to get started. Keep us in the loop if you have success!  

Four step approach for developing a viral marketing strategy:

1. Understand the behavior of who you want to reach.  Relatively older (30+) online users are more likely to forward commercial or fundraising messages to friends or tell friends about a video, picture, game or an ad. Younger (25 and under) online users are more apt to use social networking sites to upload and share videos, photos, fundraising widgets and more. 

2. Create a viral message and/or object that appeals to the segment you want to reach.  What is the goal of your message? Here is where creative thinking really counts because you need to determine what form your viral marketing strategy will take. Is the message a promotion, a call to action, humorous content, jokes and cartoons. a video, a game, picture(s), a song, a contest? Whatever you decide, it must be self contained so it can be moved, passed along, or uploaded.  3. Put together a distribution and publicity plan.  Start with the obvious publicity channels like publications and ezines, news media and newswire. Identify the environments where your target group goes for interacting and where idea sharing spreads at super sonic speed. These could be online communities, affinity sites, forums, listservs, blogs, social networks, etc. Wherever your target group congregates is where you want to be.  

4. Develop a Search Engine Marketing plan.  Optimize the message or surrounding Web site with relevant keywords and phrases. This will extend your reach and capture those who hear the buzz but have not been exposed to the message or object. 

Examples: Very basic viral e-mail marketing in signature:

email signature

email signature

Automated marketing e-mail campaign management tool with “send to friend” option:

 send-to-a-freind.jpg

 Animated e-mail cartoon messages:  great job animated cartoon 

Method’s “Share your confessions and come clean…”: http://www.comeclean.com

 Clean Methods confess your sins viral marketing object

Nonprofit message “Operation Gratitude” video:

http://www.youtube.com/watch?v=02tcb7b34do

Nonprofit promotional message “Instant Karma: The Campaign To Save Darfur”:

http://www.youtube.com/watch?v=XGbP23uHYE8

To learn more about viral marketing, visit these resources: 

Web Marketing Today http://www.wilsonweb.com/wmt5/viral-principles-clean.htm      Dr. Wilson is a sage when it comes to Internet marketing.  He also presented at eBizITPA’s Internet Sales and Marketing Conference in 2005

Read Seth Godin’s book “Unleashing the Ideavirus”.  I have it on CD and it explains the viral marketing phenomena and includes word of mouth and permission marketing.

seth godin viral marketing idea virus     http://www.sethgodin.com/ideavirus/