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Bob Melk, Publisher, IDGOverview of the Web
Does Your Brand have a Website?Does Your Brand have a Website?
0
5
10
15
20
25
YesNo
Source: 2007 IRMA Conference Study Source: 2007 IRMA Conference Study
Does Your Publications Site Offer Dynamic ContentDoes Your Publications Site Offer Dynamic Content
0
2
4
6
8
10
12
14
YesNo
Source: 2007 IRMA Conference Study Source: 2007 IRMA Conference Study
How Often Do You Update Your Site ContentHow Often Do You Update Your Site Content
0
1
2
3
4
5
6
Daily Weekly Monthly Bi-Monthly
Quarterly
Content
Source: 2007 IRMA Conference Study Source: 2007 IRMA Conference Study
Do You Measure Traffic On Your SiteDo You Measure Traffic On Your Site
0
2
4
6
8
10
12
14
16
18
1st Qtr
YesNo
Source: 2007 IRMA Conference Study Source: 2007 IRMA Conference Study
Do You Sell Advertising On Your SiteDo You Sell Advertising On Your Site
0
2
4
6
8
10
12
14
YesNo
Source: 2007 IRMA Conference Study Source: 2007 IRMA Conference Study
Do You Sell Advertising9 - no 11- yes
Do You Sell Advertising9 - no 11- yes
0
0.5
1
1.5
2
2.5
3
3.5
4
MonthlyBanner
CPMRotation
Flat Rate Annually FixedRotation
Ad Sales
Source: 2007 IRMA Conference Study Source: 2007 IRMA Conference Study
Do You Post Vendor Generated Content18-no, 3-yes
Do You Post Vendor Generated Content18-no, 3-yes
00.20.40.60.8
11.21.41.61.82
Whitepapers
Brouchure Microsites Webcasts Podcasts
Vendor
Source: 2007 IRMA Conference Study Source: 2007 IRMA Conference Study
Do Your Advertisers See Value in Online AdvertisingDo Your Advertisers See Value in Online Advertising
0
2
4
6
8
10
12
14
16
18
Value
YesNo
Source: 2007 IRMA Conference Study Source: 2007 IRMA Conference Study
Is Your Site Currently ProfitableIs Your Site Currently Profitable
0
2
4
6
8
10
12
14
Profitable
YesNo
Source: 2007 IRMA Conference Study Source: 2007 IRMA Conference Study
Two Things You’d Like To Learn TodayTwo Things You’d Like To Learn Today• How do you find a person to develop your site• Will usage of print products be expected to decline as people move
online?• What is the future of print products and how can we evolve to online• How can we sell online• How to keep a site lively to encourage traffic• How to merge a web audience with a print audience to solicit more
subscribers from the web. • Where are regional websites headed• Business Model for our type of enterprise• Are blogs a good idea? Is there success?• Benchmark Rates, successful programs• How to price advertising and balance advertising and content• Microsite development• Can videos generate income from sponsored advertising• How many sites have a paid subscriber model• How can we generate online subscriptions• How do you establish online ad rates• What are the favorite ad types• Best Practices for online publishing• How to integrate web advertising without stealing from the magazine• Creative ways to add more content to the site when you don’t have
staff Source: 2007 IRMA Conference Study Source: 2007 IRMA Conference Study
Among Americans in the middle-income range - those whose household incomes are between $40,000 and $50,000 per year - home high-speed penetration grew by 68 percent from 2005 to 2006.
1996100,000
20061 billion
Web Growth & Internet Access Growth is Staggering Web Growth & Internet Access Growth is Staggering
Global population: 6.4 billion
Internet usage in 2006: 1.1 billion
200% growth 2000-2006Internet usage in 2010: 1.6 billion
16.7% of the world’s population is onlineSource: NOTES: (1) Internet Usage and World Population Statistics were updated for Sept. 18, 2006. (3) Demographic (Population) numbers are based on data contained in the world-gazetteer website. (4) Internet usage information comes from data published by Nielsen//NetRatings, by the International Telecommunications Union, by local NICs, and other reliable sources. (5) For definitions, disclaimer, and navigation help, see the Site Surfing Guide. (6) Information from this site may be cited, giving due credit and establishing an active link back to www.internetworldstats.com. © Copyright 2006, Miniwatts Marketing Group. All rights reserved worldwide.
How Big is the World Wide WebHow Big is the World Wide Web
1. Direct Mail, $55m up 5.8%2. Newspaper, $47m up 1.53. Broadcast TV, $44m down 4.3%4. Cable TV, $23m up 9.9%5. Yellow pages, $14m up 1.6%6. Magazines, $12,847 up 4.9%7. Internet, $7.7m up 13.3%
Source: Advertising Age Jan 1, 2007
Spending on Media in 2006Spending on Media in 2006
Email Penetration Among Internet UsersEmail Penetration Among Internet Users
• Email penetration is at an all-time high of 91 percent among Internet users between the ages of 18 and 64, as reported by eMarketer. Search has the second highest penetration among Internet users.
The Good News – Print Lives! The Good News – Print Lives!
The Bad News – Advertisers Don’t CareThe Bad News – Advertisers Don’t Care• Marketers are shifting more spending ‘down
the purchase funnel’ and away from brand building
• Huge Premiums are being paid for finding ‘in market’ consumers through search and other ad models.
• Shifting metrics from cost per impression to cost per action
• Investing heavily in new consumer insight capabilities to better measure market impact
Focus on Measurability also driving shift to below line marketing
Focus on Measurability also driving shift to below line marketing
Many Categories have yet to Migrate Spending OnlineMany Categories have yet to Migrate Spending Online
Quotes to live by…. CEO of major publishing company… Quotes to live by…. CEO of major publishing company…
1996 , “The Internet is a fad.”1997, “The Internet is just no fast enough to keep people happy.”1998, “We have included the Internet in our plans, but we are not counting on any revenue for many years.”1999, “The Internet requires a wire, print wins hands down. Try taking your computer into the bathroom. HAHA.”2000, “The net will never replace magazines.” 2001, “I stake my career on this, the Internet will not hurt our bottom line.”2002, “As my last memo from the top I say, “The Internet really snuck up on us all.”
A Brave New WorldA Brave New World
Bob Melk, Publisher, IDGBeginning Web Strategies
Advertising Building BlocksAdvertising Building Blocks
• Site Metrics• Terminology• Media Math• Ad Units• Targeting• Ad Serving• Measurement
Site Metrics Site Metrics
• Site Metrics and Traffic» Various measures of the amount and type pages
served, number of site visitors, sources of traffic, time spent, referrals and other indicators of the web site activities
» Site metrics and analysis from the log files and software
• Auditing of Site Metrics» Validation of usage (not audience characteristics)» Levels the playing field
Site Metrics – Page ViewsSite Metrics – Page Views
• Page Views» Requests to load a single HTML page» Demand for Content
• Driven by events, seasonality, editorial, marketing efforts
» One of the most important criteria for media buyers
Site Metrics – Unique VisitorsSite Metrics – Unique Visitors
• Unique Visitors (Browsers)» Individuals who have visited a web site at least
once in a fixed period of reporting (typically 30 days)
• Counting Unique Visitors» Cookies» IP Address» Registration
• Proxy for Print Readership
Site Metrics – Sessions/VisitsSite Metrics – Sessions/Visits
• Session Data» Session or Visits
• Number of times each unique visitor goes to the site in a month
» Session or Hold Time• Minutes spent in each session
» Proxy for Loyalty
TerminologyTerminology
• Ad Impressions (Avails or Publishers Inventory)» Total ads avaialbe to sell in a given time period» Countrs of ads being served/delivered to an HTML
page» Ad programs sold by ‘packaging’ impressions or the
number of ads to be served• Ad Impresions (Counted)
» Counts of ads delivered to the users browsers from the ad server
» Can also count ‘views’• Impressions Priced and Sold on a CPM basis
Terminology – Click-ThroughsTerminology – Click-Throughs
• Clicks» User initiated action
• Clicks In- Unit• Mouse –Over
• Click – Through» Clicking on an ad and causing a redirect to another page» Tracked by the ad server
• Click-Through Rate (CTR)» The average number of click-throughs per hundred ad
impressions, expressed as a percentage• De Facto Measure of Success
» Proxy for ‘opening the envelope’» Does not measure ‘post click’ activity» In simplest form, many factors not accounted for
• Creative, targeting, messaging, offer, etc.
Terminology – View-ThroughsTerminology – View-Throughs
• View-Throughs» Count of actions taken after viewing an ad without
clicking• Cookie the browser when ad is viewed
» Ads can contain an electronic image (called a ‘single pixel GIF’ or ‘web beacon’ The Web Beacon reports back to the ad server that it has been displayed.
» Allows the ad server to count the number of users who have seen the ad not clicked
» Issues:• Cookie Deleting• Setting appropriate time-frame for measuring
activity, e.g., 1 day, 7 days, 30 days, 60 days, +
Terminology – Conversion RatesTerminology – Conversion Rates
• Conversion Rate» The percentage of visitors who take a desired
action after clicking» Key determinate in ROI calculations» Examples are filled in survey, download white
paper, signing for a webinar, filling in the lead form. • Issues:
» What are conversion factors» Clients role in tracking conversion (sales funnel)» Data collection/sharing
Terminology – Cost-Per-ClickTerminology – Cost-Per-Click
• Cost Per Click (CPC)» Ad model where the advertiser pays for clicks not
impressions• Importance
» Used in acquisition campaigns» Used in campaign optimization» Post-Campaign metric (total spend against total
clicks)
Terminology – Run of SiteTerminology – Run of Site
• Run-of-site (ROS)» Ad buying options in which ad placements may
appear on any pages on sites within an ad network» Lowest CPMs
• Base CPM» No Targeting
• ROS Buys…» Bonus impressions for a larger buy/sponsorship» Large ROS buys generate high freqency levels» Lower net effective CPM» Lower response rates, not targeted
Terminology – Placements & Ad TypesTerminology – Placements & Ad Types• Above the Fold
» The section of a web page that is visible without scrolling
» Generally higher response rates from this position» Generally higher CPMs if mulActionle above/below
the fold positions• Contextual Placement or Ad
» Ad placement targeting by the content (words) on the page
• Interstitial» Full screen ad unit that is delivered between
content pages or over a page.
Terminology – Ad DeliverablesTerminology – Ad Deliverables
• Frequency Cap» Restriction on the amount of times a specific visitor
is shown a particular advertisment» Used to control delivery of over content or pop up
ads• Impression Guarantees
» Number of impressions guaranteed to be delivered in a campaign
• Under Delivery» Delivery of less impressions, visitors, or conversions
than contracted for a specific period of time• Caused by too many tageting criteria or poor
inventory forecasting» Agencies will ask for ‘make good’» Some sites will ‘short rate’
Terminology – CookiesTerminology – Cookies
• Cookies» Code placed in a browser so that the browser
activity is recorded, e.g. visiting a page, and ‘remembered’ when the browser returns to the site or another ad is served.
» A ‘marker’» No personal information is captured» Used for ad serving, sequencing ads, targeting,
frequency caps, counting unique visitors, affiliate tracking
• Issues» Users deleting cookie files» Targeting, measurement and tracking problems
Terminology - SponsorshipTerminology - Sponsorship
• Sponsorship» Advertising that seeks to establish a deeper
association and integration between an advertiser and a publisher
» Often involves fixed ad or logo positions, sequenced ad units, exclusivity of ads in a section, take-overs, custom publishing
» Can be long – or short-term» Integral part of buyers considerations» Usually requested for a brand campaign.
Media Math – Calculate the NumbersMedia Math – Calculate the Numbers• What the Numbers mean
» CPM – Cost Per Thousand Impressions» CPC – Cost Per Click» Impressions – Ads Served or ads delivered to
page/user» ROI – Return on Investment
Media Math – CPM, Impressions, Media CostsMedia Math – CPM, Impressions, Media Costs• CPM – Cost Per Thousand Impressions
» CPM = Media Cost/Impressions x 1000
• Number of Impressions» Impressions = Media Cost/CPM x 1000
• Media Cost – Cost for the total number of impressions» Media Cost = Impressions/1000 x CPM
Media Math – Click Throughs (CTR) & Conversion RatesMedia Math – Click Throughs (CTR) & Conversion Rates• Click Through Rate (CTR)
» CTR = (Clicks/Impressions) x 100
• Conversion Rates» Conversion Rate = (Conversions/clicks) x 100
Media MathMedia Math
• Calculate the CTR, Conversions and ROAS» Total Campaign Costs $6,000» CPM $15.00» Impressions» CTR» Number of Clicks» Cost Per Click (Cost/Clicks)» Conversions (Conversion Rate = 10%)» Cost per Conversion (Cost/Conversion)» Revenue Generated ($50 per item)» ROAS (Revenue – Cost)
Internet Advertising StandardsInternet Advertising Standards
• Internet Advertising Bureau (www.iab.net)» Standard Ad Units
• Banners & Buttons• Squares &
Rectangles• Skyscrappers
Ad Unit Best PracticeAd Unit Best Practice
• Shift to Larger Ad Units» Universal Ad Package» 728X90 Preplacing 468x60
• Limit Clutter» 2-3 Large ads per page
• Utilize Home Page» Premium Ad Programs
• Placement» Integrate with Content
• Targeting & Relevancy» Drives Effectiveness
336x280336x280
728x90728x90
Video AdsVideo Ads
Other Ad UnitsOther Ad Units
• Floating Ads• Expanding Ads• Text Ads• Interstitials• Peel Ads• Viral Campaigns
When to Use Targeting CriteriaWhen to Use Targeting Criteria
• Browser/Operating System» Mac versus Windows OS
• Regional Targeting» Weather trigger» Product Availability
• Day Parts» Specific Usage or Avail
• Behavorial» Drive Efficiency, Utilization of Inventory
• Contextual» Drive Response Objectives
Best Practice – TargetingBest Practice – Targeting
• Advantages» Higher CPMs» Higher Response Rates
• Disadvantages» Ability to collect and manage targeting criteria» Availability of inventory and making guarantees
Counting & Tracking AdsCounting & Tracking Ads
• Clicking on Ads» Measures the ‘click thru’ rate
• Placing Cookies» Count users who have seen ad» Manage Ad frequency (no. of times a user sees the
ad)• View – Throughs
» Ads can contain an electronic image (called a single pixel GIF or web beacon). The Web Beacon reports back to the ad server that it has been displayed
» Allows the ad server to count the number of users who have seen the ad not clicked
How the Internet is MeasuredHow the Internet is Measured
Web Web ServersServers
SecondarySecondaryResearchResearch
CustomCustom ResearchResearch
Panel Panel ResearchResearch
33rdrd Party Party Ad ServersAd Servers
InternetInternetSession TrackingSession Tracking
Registration, PurchasesRegistration, PurchasesAd ClicksAd Clicks
Internet Usage, Internet Usage, DemographicsDemographics
Ad Clicks, Data MiningAd Clicks, Data Mining
Branding Effectiveness, Branding Effectiveness, Attitude DataAttitude Data
Trends, Industry AnalysisTrends, Industry Analysis
Media Research & Measurement ToolsMedia Research & Measurement Tools• Syndicated Research Services• Proprietary Audience Research• Audits, Site Traffic and Metric Reports• Cross Media & Ad Effectiveness Research
Media Planning ToolsMedia Planning Tools
• Site Research & Composition» Nielsen/Net Ratings @ Plan» ComScore AiM, Media Metrix
• Competitive Analysis» Neilsen/Net Ratings
AdRelevance» TNS Media Intelligence,
Evaliant• Site Directories
» Ad Servers, e.g. Dart, Atlas» SRDS
• Site Audits» ABC Interactive» I/Pro, BPAi» IM Services, Media Rating
Council
• Research Tools» Jupiter Media» Forrester» eMarketer» Cyberatlas
• Proprietary Data» Many sites have response
tracking data» Internal Customer
Research surveys• Branding Ad Effectiveness
» Dynamic Logic» Milward Brown» Marketing Evolution
Site-Based Audience ResearchSite-Based Audience Research
• Audience Profile Data» Marketing Department developed» Third Party Administered research
• E.g., Insight Express, Audience Profiler» Site Registration» Syndicated Panels
• Small Sites not included
Audience SurveysAudience Surveys
• Create questions that demonstrate interest in content and willingness to purchase» Which website do you most rely on for xxx?» Which of the following offers or incentives would
make you more likely to respond to an advertisers call to action?
• Ad Banner• Product Vide or Webcast• Podcast• Sweeps or chance to win something• Monetary Reward• Other• Don’t know
Ad Effectiveness ResearchAd Effectiveness Research
• Dynamic Logic Market/Norms» Optimal Frequency» Impact of technology – e.g. rich media vs. gif» Impact of ad format – e.g. skyscrappers vs. banners» Valuable in-depth data filters
• Age• Freqency• Brand Attributes• Geo• Creative Atributes• Gender• Income• Creative Technology• Industry
Online Media MeasurementOnline Media Measurement
• Many Online Campaigns are measured by the ‘immediate’ response» The Click!
• New Focus Beyond ‘the click’ » Post click activity
• Actions on landing pages• Download• Sign up, register
» Actions on Site• Click Streams• Time spent
ROI and Online MediaROI and Online Media
• Other Considerations» Creative has to support performance
• Copy ‘click here’ ‘click now’ ‘free’ ‘win’ • Distinct benefit for call to action• Testing creative: What drives the highest response• Testing offer variables, premiums
» Targeting• Higher response rates from targeted audience• Lower response rates from broad audience reach
» Frequency» Offline Support – Cross Referencing Across Media
Online Media AccountabilityOnline Media Accountability
• Increased Site Traffic» Need benchmark data
• Cost Per Click – CPC• Cost Per Action/Acquisition (CPA) Cost Per
Lead, Inquiry» Whitepaper download, webinar/webcas sign up,
lead form or data collected, surveys completed, contest/promotion entered
Bob Melk, Publisher, IDGIntermediate Web Strategies
• Web must reflect print image• Publish with out page limitations• Allow writers to expand online• Do not accept your audience grow it• Use bulletin boards to grow share• Do not assume you know your users
Action #1: Expanding Your Brand Online Keep your image consistent cyber vs. fiber
Action #1: Expanding Your Brand Online Keep your image consistent cyber vs. fiber
Action #2: Web extras, Digital Sidebars Drive readers to the web for more.
Action #2: Web extras, Digital Sidebars Drive readers to the web for more.• Put valuable data online not fluff• Expand article with online video• Web allows experts to ramble on• Publish full interviews• Drive with more photos, allow the
photographer to carry video too. • Get ready for digital readers
Sony Digital Reader, $299-$499Sony Digital Reader, $299-$499
Action #3: Promotions are key to success driving traffic! No contest, no data, no revenue!
Action #3: Promotions are key to success driving traffic! No contest, no data, no revenue!• Collect data to grow list• Contests are not a gimmick• Keep it simple and collect a lot• Advertisers supply prizes, you get the data• Use solid technology-
exacttarget.com, email-publisher.com, constantcontact.com
Action #4: Collecting Data is key Newsletters drive community and ad sales
Action #4: Collecting Data is key Newsletters drive community and ad sales• Collect data to grow list• Do not sell it cheap• DRIVE SUBS! Drive special offers. • Day does matter… Wednesday wins.• Demand that people not test your audience• Use solid technology-
exacttarget.com, email-publisher.com, constantcontact.com
TYPE 2006 2010
Music $1,924m $4.9m
Online TV $432m $2.1b
Movies $35m $651m
Source: emarketer.com, http://www.emarketer.com/Reports/All/Em_downloads_jan07.aspx?src=report1_home
Interactive Media Spending by ConsumersInteractive Media Spending by Consumers
In a July 2005 study of the US market performed by the US market research institute The Diffusion Group, it was determined that growth in the penetration of podcasting technology can be directly tied to the expanding use of portable digital audio players. Based on this, the institute projected that the number of podcast listeners is expected grow from 15% to 75% of portable digital audio player users between 2004 and 2010. Backing this into numbers, the institute further projected that the number of podcast listeners in the US alone will increase to around 57 million within the next few years. [http://www.podspider.com]
57 million listeners… 57 million listeners…
Action #5: Pod casting Who, what, where and why? Action #5: Pod casting Who, what, where and why? • 121,000,000 results for “podcasts”• Become the expert or else!• Do not sell it cheap• Free, free, free.• http://
www.apple.com/itunes/store/podcasts.html• http://www.speedofcreativity.org/podcast
-resources
Action #6: Get found or go broke. Search is key to your success.
Action #6: Get found or go broke. Search is key to your success.• Google’s Secret
Formula • Relevant text + number
of high ranking sites that link to you + number of people that clicked = page rank.
• Thus, it may take a few months to get to the top. Search “google Actions” for more.
“G.O.D. is in the details” –The Donald
G-Google O- or D- Die
Search Optimization is Critical Search Optimization is Critical
Action #7: Searching archives Archives are very important to online success.
Action #7: Searching archives Archives are very important to online success.• Get global author rights up front• Use Google search to increase ranking• PDF reproductions of print not very good• Use template so archives have no legacy
issues• Use key words to get search results in title
tags
Drupal.org, joomla.org, hotbanana.com
Action #8: Content Management systems CMS makes life easier for publisher
Action #8: Content Management systems CMS makes life easier for publisher• CMS means simple updates• CMS allows editorial access• CMS makes life easier• CMS drives archives• CMS keeps it fresh• CMS builds RSS in and out
Action #9: Online reader surveys Reduce costs and increase results
Action #9: Online reader surveys Reduce costs and increase results• Reader survey online increases yield 54%• No limit on print costs• Ask more questions• Collect data• E-surveymaker.com, snapsurveys.com,
keysurvey.com
Hits stands for 'How Idiots Track Success'" Avinash Kaushik, Director of Web Research &
Analytics, Intuit
http://visibility.tv/Actions/stats.html
Action #10: Reading web traffic Simple explanation for publishers
Action #10: Reading web traffic Simple explanation for publishers• What to know is important• What are page impressions?• What are unique users?• Where are users coming from?• Where are they looking online?
HIT
HIT
HIT
HITHIT
HIT
HIT, etc.
On this page… HITS= 77 IMPRESSIONS=1
Hits aren’t itHits aren’t it
Action #11: Photo Galleries User Contributed Content wins!Action #11: Photo Galleries User Contributed Content wins!• Perfect for niche sites and publishers• Do not sell it cheap• People are passionate when they are allowed
to participate• Photos, BBS, not old school for niche• Use solid technology –
plogger.org, • gallery.menalto.com
Action #12: ePush for Success Newsletters drive community and ad sales
Action #12: ePush for Success Newsletters drive community and ad sales• Collect data to grow list• Do not sell it cheap• Day does matter… • Wednesday is "Opening Day"• In the first three quarters of 2005, Wednesday was the
most popular day for opening emails, followed by Tuesday. In Q3, 62.1% of emails were opened between Tuesday and Thursday, while only 9.1% were opened on weekends.
Wednesday's open popularity is clearly driven by the "hangover effect" and results from nearly 48.7% of messages being sent on Tuesday and Wednesday. On Wednesdays recipients will open emails sent that day as well as the emails from Tuesday, the day they most likely received the highest number in their inbox. It is interesting to note that a significantly higher percentage of emails are opened on the weekends, than are sent by email marketers on Saturday and Sunday.
Action #12: ePush for Success Newsletters drive community and ad sales
Action #12: ePush for Success Newsletters drive community and ad sales• Collect data to grow list• Do not sell it cheap• Day does matter… • Demand that people not test your audience• Use solid technology-
exacttarget.com, email-publisher.com, constantcontact.com
• Do not SPAM
Action #13: Web casting Technology Unique events draw huge crowds online
Action #13: Web casting Technology Unique events draw huge crowds online• Simple concept, tricky execution• Do not sell it cheap• Test it, test it, test it!• Use solid technology –
avweb.com , upstreamnetworks.com, streamhoster.com
• KISS
Web casting Web casting
eMarketer forecasts that US consumer spending on digital music, movies and television will approach $7.8 billion in 2010, up from $1.3 billion in 2005.
Action #14: Online Videos People want to watch… YIKES!Action #14: Online Videos People want to watch… YIKES!• YouTube, need I say more?• Do not sell it cheap• Give people a reason to come
back• Great way to demo from static
articles• Free, free, free.• Use solid technology –
avweb.com , upstreamnetworks.com, streamhoster.com
About M:MetricsM:Metrics is the mobile industry authority on the measurement of the consumption, availability and feasibility of mobile content and applications. M:Metrics’ monthly syndicated data services benchmark the performance of carriers, handset OEMs, platform vendors and content providers, empowering decision makers with highly granular, verifiable measures of subscriber consumption, content availability and pricing and handset capabilities. M:Metrics, Inc. is a private, venture-funded corporation headquartered in Seattle, Washington with offices in San Francisco, California.
40,000,000
Jan 2006 Dec 2006
65,000,000
WAP Growth RatesWAP Growth Rates
Action #15: WAP this! Wireless Application Protocal- Go mobile!
Action #15: WAP this! Wireless Application Protocal- Go mobile!• Mobile consumption is on the rise• Do not sell it cheap• Be the expert or be gone• Get right now and get found later• Develop for niche!• Use solid technology –
wap2.igris.com, yospace.com, palowireless.com/wap/devtools.asp
Action #16: UCC is here to stay! Bulletin boards drive traffic hot!
Action #16: UCC is here to stay! Bulletin boards drive traffic hot!• Perfect for niche sites and publishers• Do not sell it cheap• The ultimate sounding board• Conversations Create Community• Drive editorial from the boards• Use solid technology –
joomla.org, phpbb.com, discusware.com
Action #17: Photo Galleries User Contributed Content wins!Action #17: Photo Galleries User Contributed Content wins!• Perfect for niche sites and publishers• Do not sell it cheap• People are passionate when they are allowed
to participate• Photos, BBS, not old school for niche• Use solid technology –
plogger.org, gallery.menalto.com
Action #18: Demo’s Drive Dollars Do you REALLY know your demo?
Action #18: Demo’s Drive Dollars Do you REALLY know your demo?• User online surveys to get down to the nitty
and the gritty• Do not sell it cheap• Give them what the REALLY want.• Do not accept your audience, build it.• Use solid technology –
esurveymaker.com
365,000,000 blogs pull from a Google search…
What is the US population again?
Action #19: Beware the BLOG Blogs are not a fad and they should be watched!
Action #19: Beware the BLOG Blogs are not a fad and they should be watched!• Community forums are growing faster than offline
communities• HorseCity.com has over 300,000 active posts• Youtube, Google video and video blogs allow people to
match video with rumor. Good, bad or in-different.• Proof is in the pudding. Stories of abuse or misfortune
are being documented online• The Internet will become the “jury” of the future• Web prophets see actual trial juries from across the
nation linked up via the web to find a truly impartial jury. • Drug testing gets easier and drug violations get more
publicity• Neighborhood watch to the next level• Good or bad? The debate is out.
Most Effective Lead Generation Methods
50.0%
55.0%
61.8%
64.2%
64.5%
64.6%
65.9%
67.7%
72.0%
73.6%
80.7%
81.9%
82.8%
0.0% 30.0% 60.0% 90.0%
Newsletters
Rented email
Affiliate
White Paper
Search Engine
Trade Show
Direct Mail
Paid Search
Telemarketing
Webcasts
Seminars
House List Email
Website
Source: MarketingSherpa IT Marketing Metrics Survey (05/04)
Marketing Communications StrategyMarketing Communications Strategy