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5 Steps to Targeting Your Marketing Message
In order to win at the game of business, a company needs a good plan. This can be done in-house, with a marketing consultant, or with a marketing firm. Here are five steps to developing and implementing a good marketing message: 1. Determine your...
Get Results: Start with Your Marketing Message and Objective
Recently I was talking with a very bright traditional marketer on the value of integrating Internet marketing into an enterprise's marketing mix. Personally, I have witnessed significant and measurable increases in the online results of...
How to Profit From Article Marketing
Article Marketing is one of the best methods of driving targeted traffic to your site. Whether you are selling your own products or someone else’s, you need people to come to your site and see what you are offering. Only then will they be in a...
The ON world of OFFline marketing
Ok, now if you've started reading this article thinking that its going to be the same story about the business cards carrying your logo and company name, you are right. Hey, dont reach for that back button already. Okay, since business cards is one...
Two Steps to Becoming an Internet Marketing Celebrity
Would you like to rank with the Joe Vitales and Ken Evoys of the World Wide Web? Then do the same things they've done! Here is an easy-to-follow outline for doing just that. 1. What is your Unique Selling Proposition, or USP? Create an...
 
Marketing Trends from the Digital Frontlines

The web and ways to market on the web continue to evolve at warp
speed – we see some positive and negative changes occurring - our
observations du jour:

1)Publishers are finally starting to charge for branded
content. It's still difficult to do, but we are seeing many
newsletter publishers charging from $30-100 per subscribe per annum.
And, most importantly, many people are finally starting to accept the
need to pay for quality content.

2)Contrary to popular opinion the web's epicenter is not San
Francisco, Tokyo, Washington D.C./northern VA, Seattle, London or
Austin – there is no epicenter, its everywhere. We now have over
407M (estimated according to Nua) people using the web and its become
a global medium/marketing venue/information highway.

3)More good news for ecommerce enabled business models, recent
published reports (Boston Consulting Group & eShop) indicate customer
acquisition costs have dropped from $45. per individual customer in Q-
4 of 2000 to $18. in Q-1 in 2001.

4)Adobe continues to push PDF format as a web standard, over
32% of corporate web sites today have Acrobat PDF-enabling their web
sites. Why we will never know (?), as it isn't an HTML standard
but was originally developed to facilitate printing of documents.
And, it doesn't work well on many web sites, especially for those
coming in with slow connections or when you are trying to view more
than a couple of pages.

5)Surprise, surprise splash pages are still increasing in
popularity, with an estimated 18% of web sites today incorporating
them. Let's be clear, we think they are really lame to use a
technical marketing term – they slow down the user experience
and
cause many people to click away from a web site in annoyance, no
bookmark and no return visit.

6)Opt-in e-mail continues to grow in popularity and to reflect
the web's ability to handle rich media content – the HTML
format is rapidly becoming standard in many e-mail campaigns and we
are starting to see streaming audio and video plug in components
(running in the


background) and even integrated voice mail, as just
announced last month by YesMail. But, watch those conversion rates
fall, opt-in e-mail is in danger of becoming this year's banner
advertising.

7)Newsletters have become mainstream ways to communicate with
customers, generate revenue via ad inserts and drive a brand into the
marketplace. Now there are ASP (application service provider)
solutions being brought to market by Microsoft and many others than
enable a small or large company to manage all aspects of newsletter
marketing via a browser.

8)No secret the web is maturing, there's been a media firestorm
the last few weeks about how only four companies (AOL, Microsoft,
Yahoo and Napster) commanded approximately 50% of the overall traffic
on the web. Most disturbing to those of us not with the
aforementioned companies (Sidebar: am sure Steve Case and Bob Pittman
are very happy), eleven companies commanded this percentage about a
year ago.

9)Traditional media is experiencing the same market downturn
that Interactive ad agencies have been getting – look at your
recent Newsweek, Der Stern, Time, Business 2.0, Upside, Fast Company,
Wired and you'll see they would do Jenny Craig proud –
they've
lost a lot of ad weight.

10)Popups, popovers, popunders – whatever the term you want to
use for those annoying interstitial types of ads are still continuing
to be deployed on more and more web sites. We think they are just bad
marketing and are being used by sites or companies that can't
figure out how to generate revenue with content (see #1) or dare we
say real services!

About the Author

Lee Traupel has 20 plus years of marketing experience He is the co-
founder of a Northern California and Brussels Belgium based,
privately held, Marketing Services and Software Company, Intelective
Communications, Inc. http://www.intelective.com Intelective focuses
exclusively on providing services to small to medium sized companies
that need strategic and tactical marketing services. He can be
reached at Lee@intelective.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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