The Many Forms of Web Marketing for the 2007 Web Strategist
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Saved by 9 people (0 private), first by anonymouse user on 2007-02-18
- Dyhatchett on 2007-12-24 - Tags no_tag
- Juefengge on 2007-11-18 - Tags avon , wiki
- Stelius on 2007-09-29 - Tags goodblogsite , ims_marketingstrategy , marketing , strategy
- Vargasl on 2007-09-26 - Tags Primer
- Zoliblog on 2007-09-23 - Tags marketing , web , web2.0 , webmarketing
Public Sticky notes
C) Microsites for Segmentation
Typically deployed around new product launches or campaign focuses, or specific market segments, these often short term websites are used for calling specific attraction. They typically have a unique URL and are tied to an integrate campaign. See Microsoft’s Origami microsite. Caution: some companies overly deploy these microsites and end up with a distributed and unfocused web strategy.
Typically deployed around new product launches or campaign focuses, or specific market segments, these often short term websites are used for calling specific attraction. They typically have a unique URL and are tied to an integrate campaign. See Microsoft’s Origami microsite. Caution: some companies overly deploy these microsites and end up with a distributed and unfocused web strategy.
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D) Interactive Web Marketing
The web is more than a ‘read only’ medium, unlike other mediums, companies can make the website interactive, encouraging a new dynamic of engagement. There’s a variety of technologies to use from uses of Javascript, AJAX and Flash based.
The web is more than a ‘read only’ medium, unlike other mediums, companies can make the website interactive, encouraging a new dynamic of engagement. There’s a variety of technologies to use from uses of Javascript, AJAX and Flash based.
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F) Regionalization
In today’s global web, websites are translated, reformatted and segmented by region, culture, class. Be sure to focus on France, China, Japan as fast emerging languages. Also see report on internet usage in third world countries.
In today’s global web, websites are translated, reformatted and segmented by region, culture, class. Be sure to focus on France, China, Japan as fast emerging languages. Also see report on internet usage in third world countries.
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2) Search Marketing
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A) Search Engine Optimization (SEO)
Many web groups at large corporations have a document, a process, or even a dedicated resource who’s goal is to make sure web content is easily found, indexed, managed and correctly served in search results.
Many web groups at large corporations have a document, a process, or even a dedicated resource who’s goal is to make sure web content is easily found, indexed, managed and correctly served in search results.
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B) Search Engine Marketing (SEM)
Frequently, companies will hire a specialized search company to purchase keywords that will help drive contextual links in search results. These ads are contextually displayed based upon the search query.
Frequently, companies will hire a specialized search company to purchase keywords that will help drive contextual links in search results. These ads are contextually displayed based upon the search query.
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A) Email Marketing
While certainly not completely native to the web, they certainly are tied. Modern email campaigns (sometimes even direct marketing) involves barely personal emails blasted out to indviduals on a mailing list. These modern versions typically have the option to be HTML based, and have hyperlinks brining users back to the corporate site or Microsite. I hear the conversion rate for these are 2-5%, and typically deploy a positive ROI. Having spoken with many Web directors and Marketers, this is a task best suited for an outsourced vendor.
While certainly not completely native to the web, they certainly are tied. Modern email campaigns (sometimes even direct marketing) involves barely personal emails blasted out to indviduals on a mailing list. These modern versions typically have the option to be HTML based, and have hyperlinks brining users back to the corporate site or Microsite. I hear the conversion rate for these are 2-5%, and typically deploy a positive ROI. Having spoken with many Web directors and Marketers, this is a task best suited for an outsourced vendor.
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C) Syndicated Content and RSS
I lump Syndication into this category as I see it as being an evolution as marketing shifts from Push to Pull. RSS is quickly becoming a method where users can opt-in for additional content. For more information start with Six RSS Resources for the Internet Professional or Web Strategist
I lump Syndication into this category as I see it as being an evolution as marketing shifts from Push to Pull. RSS is quickly becoming a method where users can opt-in for additional content. For more information start with Six RSS Resources for the Internet Professional or Web Strategist
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4) Brand Extension
This is not a new concept, it’s simply been applied to web properties. The concept is simple, where your audience is, your brand should be also.
This is not a new concept, it’s simply been applied to web properties. The concept is simple, where your audience is, your brand should be also.
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C) Sponsorship and /Cross branding/Affiliate
This is a method of promoting your brand with the right audience in which the property is rewarded for integrating your brand. This can occur on content sites, shows, media properties, blogs, podcasts, and just about everything else.
This is a method of promoting your brand with the right audience in which the property is rewarded for integrating your brand. This can occur on content sites, shows, media properties, blogs, podcasts, and just about everything else.
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5) Community Marketing and Social Media Marketing
eMarketer’s research indicates that this is the fastest growing area of growth for Web Advertising and Marketing is in the Social Media space. In my experience, the awareness rate is around 30% and deployment 10-20% for most corporations.
eMarketer’s research indicates that this is the fastest growing area of growth for Web Advertising and Marketing is in the Social Media space. In my experience, the awareness rate is around 30% and deployment 10-20% for most corporations.
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B) Social Networking, Forums, Wikis, Collaboration
I’m tying these two together as both features are starting to merge in many modern versions. While founded from early usenet days, forums allow for communities to form around similar ideas and collaborate. Approximately 33% of companies deploy forums. Wikis have also been used to tie industries together as well as. Savvy marketers are starting to also realize the power of social networking sites in every flavor of focus, including image sharing sites like flickr for marketing.
I’m tying these two together as both features are starting to merge in many modern versions. While founded from early usenet days, forums allow for communities to form around similar ideas and collaborate. Approximately 33% of companies deploy forums. Wikis have also been used to tie industries together as well as. Savvy marketers are starting to also realize the power of social networking sites in every flavor of focus, including image sharing sites like flickr for marketing.
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D) Podcast Marketing
Many corporations are reaching their community though on demand content on mobile devices, the key to this medium is certainly in the ‘pull’ strategy.
Many corporations are reaching their community though on demand content on mobile devices, the key to this medium is certainly in the ‘pull’ strategy.
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F) Widget Marketing
Widgets are light weight web applications that are being embedded in websites, blogs, forums, and social sites.
Widgets are light weight web applications that are being embedded in websites, blogs, forums, and social sites.
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G) Online Video
While Online Video has existed for many years on the web, it’s most notably been gaining traction from the video blog, or video sharing sites of great popularity such as Google Video, or it’s recent acquisition YouTube.
While Online Video has existed for many years on the web, it’s most notably been gaining traction from the video blog, or video sharing sites of great popularity such as Google Video, or it’s recent acquisition YouTube.
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H) Instant Messaging, Presence
Clever marketers are figuring out how to involve real time conversational media using Instant Messaging tools, presence, and status tools, such as Twitter. These tools tie to online and mobile devices. My experience with Generation Y is that they are using IM as their primary way to communicate over all other mediums.
Clever marketers are figuring out how to involve real time conversational media using Instant Messaging tools, presence, and status tools, such as Twitter. These tools tie to online and mobile devices. My experience with Generation Y is that they are using IM as their primary way to communicate over all other mediums.
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I) Tagging, Collective Tools
I’ve discussed how tagging can be used to harvest marketing intelligence as well as help your SEO results. See using Delicious for Market Research. Properly tagging content as well as researching how tags are used will help communities find your content.
I’ve discussed how tagging can be used to harvest marketing intelligence as well as help your SEO results. See using Delicious for Market Research. Properly tagging content as well as researching how tags are used will help communities find your content.
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The notable attributes include a ‘community’ or ‘viral’ and ‘conversational’ tone to them.
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