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Internet Promotional Strategies: The Internet and Interactive Media Radford University Angela D’Auria Stanton, Ph.D. 1. The Law of the Dead End Street. Setting up a web site is like building a storefront on a dead-end street. If you want any shoppers, you must give them a reason to come. - PowerPoint PPT Presentation
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Internet Promotional Strategies:Internet Promotional Strategies:The Internet and Interactive MediaThe Internet and Interactive Media
Radford UniversityAngela D’Auria Stanton, Ph.D.
1. The Law of the Dead End Street
Setting up a web site is like building a storefront on a dead-
end street. If you want any shoppers, you must give them a
reason to come.
2. The Law of Giving and SellingAttract visitors to your site by
giving away something free, and then try to sell something
additional to those who visit.
3. The Law of Trust
Trust is the essential lubricant of Web business; without trust,
business grinds to a halt.
4. The Law of Pull and Push
Pull people to your site by your attractive content, then push quality information to
them regularly via opt-in e-mail.
5. The Law of the Niche
Small businesses often succeed by finding niches that are either unfilled or
only partially filled, and they fill them with excellence.
Nine Major Types of Online Promotion
1. Search engines
2. E-mail Marketing
3. Linking strategies
4. Viral strategies
5. Public relations
6. Traditional media
7. Networking
8. Weblogs (Blogs)
9. Paid advertising
10.Affiliate Marketing
3. Linking StrategiesJoin a banner swapping or banner exchange
program – Ex. http://www.microsoft.com/smallbusiness/online/banner-advertising/detail.mspx
2. Linking Strategies - continued
Reciprocal Linking
• Find complementary sites, link to their site from your site, and then ask them to link to you.
• Some sources: http://www.linkexchanged.com/ http://www.link-builder.com/ http://www.express-marketing.com/reciprocal-links-tips.html http://www.gotop.com/ http://www.links-creator.com/
3. Viral Strategies
Encourage others to carry your marketing message via e-mail, using their own network of relationships.• www.hotmail.com
Encourage site visitors to recommend your site to their friends• recommend-it.com• The key is to ASK!!!
Elements of a Viral Marketing Strategy
Gives away products or services – “free stuff”
Provides for effortless transfer to others
Scales easily from small to very large
Exploits common motivations and behaviors
Utilizes existing communication networks
Takes advantage of others’ resourcesSource: http://www.wilsonweb.com/wmt5/viral-principles-clean.htm
4. Public Relations There are free PR services and paid resources
available• http://www.prweb.com/• http://www.pressreleasenetwork.com/index.html • http://www.bizwire.com/ • http://www.prnewswire.com/ • http://www.XPressPress.com/• http://www.online-pr.com/markpr.htm
Develop an online media kit• Begin with the basics (the five W’s)
Who What Where When Why
• Don’t hide link under a “news” or “what’s new” or “about us” button
• Update the information and date it.• Visit RU News
5. Traditional Media
Most people still get the majority of their messages through traditional marketing channels
Put your web site address everywhere and give reasons to visit your web site
7. Networking
Search out bulletin boards, newsgroups, and discussion lists in your industry and take an active part.• http://groups.google.com/• Be very careful that you DON’T directly advertise in
these forums.• Reasons to Network:
Your customers and prospects may see it, and be impressed.
Journalists may see it and contact you for a story. The search engines rank you or your site higher because
you have been mentioned online. When someone searches for you or your company, all of
these comments are pulled up, too.
Use signature files wisely.• Read www.easytraining.com/signature.htm
8. Weblogs - What is a BLOG? Blogs are alternatively called web logs or weblogs. However, "blog" seems less
likely to cause confusion, as "web log" can also mean a server's log files.
It is just a website organized by time. Weblogs make the organization of the time-dimension explicit by providing a calendar through which each entry can be retrieved.
A frequent, chronological publication of personal thoughts and Web links.
A blog is often a mixture of what is happening in a person's life and what is happening on the Web, a kind of hybrid diary/guide site, although there are as many unique types of blogs as there are people.
People maintained blogs long before the term was coined, but the trend gained momentum with the introduction of automated published systems, most notably Blogger at blogger.com. Thousands of people use services such as Blogger to simplify and accelerate the publishing process.
A frequently updated website of personal ideas, thoughts, musings, news, information, or discussions of what one has eaten for breakfast.
A web log is like a journal you write in at home, except it’s hosted on the Internet, and everyone can read it. Journalists from national publications have blogs at their websites. It gives them the chance to rant and rave, comment, voice their opinions, and write about stuff they can’t publish in their regular publications. Blogs are more casually written than magazines or newspapers.
The Blogoshpere
50 million Americans (30% of all U.S. internet users) visited a blog in the Q1 2005
Average blog reader viewed 77% more pages than non-blog ysers
Blog readers average 23 hours online per week versus overall average of 13 hours
Source: http://www.clickz.com/stats/sectors/demographics/article.php/3526591 Source: http://www.clickz.com/stats/sectors/demographics/article.php/3526591
What is a blog post?
A weblog post has three basic attributes: title, link and description.
Templates make it easy to start a blog site. Editing, posting and generation of the (weblog) website is largely automated.
The simple addition of a calendar (whether text or graphical) joined to the now-familiar hyperlink offers 'more than the sum' of those two simple parts for helping readers orient themselves.
Examples: • http://www.thenewpr.com/wiki/pmwiki.php/Resources/CorporateBlogsList • http://fastlane.gmblogs.com/ • http://www.marketingpower.blogs.com/ • http://www.quintcareers.com/career_blog/ • http://www.scenicnursery.com/• http://busymom.net/• http://techlawadvisor.com/• http://www.microsoft.com/communities/blogs/PortalHome.mspx
5 Ways Blogging Can Help Your Business
Expose a new or little-known product or idea
Improve your search engine rankings
Position yourself as an expert in an industry or field
Influence public opinion
Engage in a forum openly with your customers
Source: http://www.microsoft.com/smallbusiness/resources/marketing/online_marketing/5_ways_blogging_can_help_your_business.mspx
Sites to Help Set Up Blogs
http://www.blogspot.com http://www.livejournal.com http://www.typepad.com/http://www.xanga.com http://blogdrive.com http://www.greatestjournal.com http://www.diaryland.com http://www.ebloggy.com/
http://www.leiascofield.com/antibloggies/
9. Paid Advertising
Types of Paid Advertising
•Banner Ads•Paid Listings in Portal Sites•Sponsorships•Pay-per-performance Links
9. Paid Advertising - Banner Ads Typically 468 x 60 (accounting for about 42% of
all ads) and animated, but they come in many standard sizes (IMUs – Interactive Marketing Units)
Sold on a CPM basisAverage Click Through Rate (CTR) is < ½ of a
percentWays to increase the CTR
• Animated ads can increase CTR by 30%. • Make sure ad is under 15k or you may lose up to 40% of viewers
that don’t wait for the larger ads to load• Asking a question, for example “What price do you want to pay?”
has been shown to increase CTR by up to 20%.• Using the words “Click Here” can increase CTR by up to 15%.• Using the word “FREE” can increase CTR by up to 15%.• Using bright, sharp, contrasting colors can also increase CTR.
9. Paid Advertising - Paid Listings in Portal Sites
9. Paid Advertising - Sponsorships
Sponsorcontent withina site (gatorade) or withinan e-mail (AIG Direct).
9. Paid Advertising - Pay-per-click (cost-per click, pay-per-
performance) Links
10. Paid Advertising - Pay-per-sale Advertising
(Affiliates Programs or Associates Programs)
http://www.cj.com/Commission Junction
Affiliate Marketing Resources
http://www.affiliateprimer.com/affiliate-primer-contents.html
http://www.affiliatemanager.net/scc/articles.shtml
http://www.wilsonweb.com/art/ads/affiliate_program4.htm
http://www.clickz.com/experts/media/agency_strat/article.php/3416591