e-Marketing Tools

---

 

• Traditional marketing tools
  • Traditional Advertising
    • Radio ads
    • Television ads
    • Print media ads
    • Outdoor ads
    • Direct mail  (snail mail)
    • Word-of-Mouth
  • PR = Public Relations
    • Develop strong and positive media, community, consumer, and governmental relations
    • Press releases
    • Managing crisis communications
• Search Engines
  • Search tools = search engines (keyword searches) + directories (links by category)
  • Direct submission = the e-business submits its Web page info (description, primary keywords or phrases, etc.)
    • free inclusion program
    • paid-inclusion program
  • Indexes = Automatic updating the search engine's indexes by examining links in existing Web pages by using Spiders, Bots (robots), Crawlers
    • Web page design can optimize the chances of appearing prominently in a search results list
  • SEO = Search Engine Optimization = Try to get your site into the top ten results hit list
    • Keywords (by using a ranking algorithm = by using an algorithm to rank the relevancy of pages)
      • Page content - clear and on-topic
      • Use text navigation links (to link pages on your site)
        • Site map
      • Page title
      • Meta tags
      • Avoid frames, Dynamic content (JavaScript, Flash, etc.), Image-based hyperlinks - (because the crawler will never find your page)
    • Number of relevant incoming links to a specific page = Link popularity
    • Payment in exchange for prominently listing Web sites on a search results page
    • SEO professionals = consultants
    • Traditional marketing tools = Public Relations, Advertising, etc.
    • Combination of the above items
  • Backlinks = Inbound links
    • How to Get Backlinks - Whiteboard Friday - Moz
• Online advertising
  • Banner ads
  • Sidebar ads
  • Pop-up ads / Pop-under ads
  • Rich media = contain interactive elements, audio, video
    • Floating ads = Shoshkele ads
    • Streaming media ads
  • Permission-based e-mail advertising = solicited = opt-in
    • Spam = unsolicited junk mail
  • Newsletters
  • Featured or sponsored  placement at other Web sites
    • Operating an affiliate marketing program
    • Participating in another e-business's affiliate marketing program (= affiliate program = pay-for-performance program = associate program)
      • Flat referral fee or commission for all sales sent to it from another Web site (= credit for the click-through)
      • Portal advertising
  • Paid placement on the search results lists
• Other
  • Website(see also SEO, above)
    • Layout:  clear, attractive, interesting
      • Content:  useful, interesting content, interactive
        • company info, product info, technical info, support info, contact info
        • updated regularly
      • Navigation:  easy to use, easy to find, site map
      • Searching:  easy, relevant
      • E-commerce:  forms, shopping cart, payment method
  • Company's URL
    • Domain Name should be the same as the company name
    • on all printed materials (business cards, letterhead stationery, envelopes, brochures)
    • on all building signs, company uniforms, vehicles, shipping boxes/packaging, Yellow Pages listings, trade association directories
  • Link Exchanges (with complementary sites)
    • Reciprocal links
    • Beware:  link farms (link stuffing) with unrelated content
    • Web ring = a circular chain of links among similar e-businesses
  • Newsgroup = Bulletin Board = Forum
    • Participate in topic-related newsgroups and other Web-based forums
      • Lurking is good
      • Build relationships, Share information, Learn about your customers and competitors
      • Never post advertisements to the group
  • Blogs = Weblogs = online diaries
    • Online discussions
    • News releases, Product releases, Company information, Product information, Technical support, etc.
    • Product and service feedback from customers
  • Chat
    • Technical support
  • Viral Marketing = electronic word-of-mouth (using e-mail, Websites, blogs, newsgroups, XTwitter, Facebook, etc.)
    • good and/or bad
  • RSS = Really Simple Syndication = Rich Site Summary
    • Subscription to an RSS feed is usually free
    • User can use a browser or e-mail program or desktop widget or other RSS reader to view the feed of content that is downloaded (pushed) automatically
    • An XML technology used to publish blogs and Websites and other content (text, podcasts, video, etc.)
  • Awards = increased credibility
• Plus
  • Feedback from customers
    • Forms on your Website
    • Forms from research sites
    • Info added to company database(s)
    • CRM = Customer Relationship Management
  • Traditional & Electronic Marketing
    • Loyalty programs
    • Discounts
    • Multilingual content