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Common Exhibit Marketing Mistakes: Ten Tips on How to Avoid Them
The key to great exhibiting is marketing. But marketing is a very inexact science that leaves room for a multitude of errors to occur. The following are 10 of the most common marketing mistakes that exhibitors often make. Learn to avoid them and...
Marketing in a Recession
Marketing in a Recession ©2002 Jeffrey Dobkin Not everybody is in a recession. Some firms are doing quite well, thank you. In this down economy selected entire industries are really flourishing: the mortgage industry for example, is booming, so is...
Marketing Your Home Business on a Tight Budget
If you have started a new home based business it is likely you have some monetary restraints. This does not mean, however, that marketing your home based business should be at the bottom of your list. In fact, marketing is the only way to get your...
Postcards: Effective marketing tool
When you're having a hard time choosing which print media to use for your products and services, then think of postcards. Postcards are one of the marketing tools that can effectively deliver your message to your target clients. So why postcards?...
THE POWER OF CONCENTRATED MARKETING
First of all, what do you mean by concentrated? Encarta(R) Pocket Dictionary gives two words that defines it well- strong and focused. Being concentrated requires you not only to have a focus but to have a strong focus! When you desire to...
 
Consumer Website Marketing With Content: The Case Of Amazon

Amazon is widely recognized as the most successful ecommerce site in history. Much discussion has been devoted to the role of Amazon's affiliate program, website usability, website personalization, and capital investments. But little attention has been paid to the vital role content plays on the Amazon site, and how big an advantage Amazon has over its competitors thanks to content.

How Does Amazon Use Content?

Unlike most ecommerce sites, Amazon doesn't stop at a simple product image and a blurb.

* Amazon includes just about every bit of text the manufacturer or publisher of the item provided. For books, this is the publisher's description and selected quotations of reviews.

* Then there are the famous user reviews. A lot of sites give visitors an opportunity to cast a review, but few sites accord their reviews the pride of place that Amazon does, with the result that there is rarely a product or book on Amazon that doesn't have at least a few reviews.

* Finally, there are the original reviews Amazon's in-house writers create. Even with a wealth of content it does not have to pay a writer for, Amazon still sees the value in professionally crafted words.

What Advantages Does Web Content Bring Amazon?

* Eyeballs. A visitor who is reading something is much more likely to stick around the site. And as every web marketer knows, the longer the visit, the better the chance of them buying something. Meanwhile, you're much more likely to turn to Amazon in the future when you're in the early stages of shopping. After all, Amazon is one of the few ecommerce sites that actually provides the information you need to make a decision.

* Mindshare. Were you ever sitting on the fence about buying something, until you read something on Amazon that sold you? You probably didn't realize it at the time--we all like to think our decisions are ours alone and not the product of careful marketing--but carefully


placed content was working its magic on your decision-making.

* Trust. An oft-overlooked dimension of content on ecommerce is sites is how it can built trust enough in visitors to make them feel comfortable pulling out their credit cards. The ultimate trust issue in ecommerce is that the product isn't really what the visitor wants, that when it finally arrives it won't be quite what you had in mind. Detailed information about the item goes a long way to assuaging those fears.

* Search engine traffic. Certainly there have been numerous times when you've searched on a product or book name and Amazon was one of the first results. How often do you see Overstock-com or BarnesandNoble-com appear? How could they? They don't have anywhere near as much text for a search engine to base its listing on.

* Reduced advertising expenditures. Overstock-com has launched a relatively massive (for the web world) television advertising campaign along with a significant web advertising campaign. It's even followed through on the campaign with a lot of truly great bargains. Yet Amazon-com is still number-one in ecommerce and has not felt the need to make a big splash on offline media in quite a while. When you have the search engine traffic and mindshare that website content brings, even the biggest advertising budgets will have a hard time unseating you.

In short, Amazon may have the most sophisticated and carefully fine-tuned ecommerce operation in existence, but it still appreciates one of the most time-honored methods of selling something: words. If your business doesn't have the advertising budget of Overstock-com or the brand recognition of Barnes and Noble, that's an encouraging fact indeed.

About the author:

Joel Walsh, who has no affiliation with Amazon.com, writes on web content and business marketing. Contact Joel to discuss your business web content copywriting: http://www.joelwalsh.com

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
www.knowthis.com
 
Marketing - Wikipedia, the free encyclopedia
Marketers depend on marketing research, both formal and informal, ... The next big thing is a concept in marketing that refers to a product or idea that ...
en.wikipedia.org
 
Marketing - Marketing Strategy - Marketing Plan - Marketing ...
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ...
marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
del.icio.us
 
ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
www.clickz.com
 
Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
www.the-dma.org
 
 

 
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