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Wikibooks has a book on the topic of Marketing Internet marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is the marketing (generally promotion) of products or services over the Internet. Internet marketing is considered to be broad in scope because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing. Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales. Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email marketing, and Web 2.0 strategies. In 2008, The New York Times, working with comScore, published an initial estimate to quantify the user data collected by large Internet-based companies. Counting four types of interactions with company websites in addition to the hits from advertisements served from advertising networks, the authors found that the potential for collecting data was up to 2,500 times per user per month.
1 Business models o 1.1 One-to-one approaches o 1.2 Appeal to specific interests o 1.3 Niche Marketing o 1.4 Geo-targeting 2 Internet marketing principles o 2.1 6 key principles of persuasion by Robert Cialdini
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3 Advantages and Limitations of Internet marketing o 3.1 Advantages o 3.2 Limitations 4 Security concerns 5 Usage trends 6 Effects on industries o 6.1 Internet auctions o 6.2 Advertising industry 7 See also 8 References
 Business models
This section does not cite any references or sources. Please help improve this section by adding citations to reliable sources. Unsourced material may be challenged and removed. (January 2011) Internet marketing is associated with several business models:
E-commerce: a model whereby goods are sold directly to consumers (B2C), businesses (B2B), or from consumer to consumer (C2C). Lead-based websites: a strategy whereby an organization generates value by acquiring sales leads from its website. Similar to walk-in customers in retail world. These prospects are often referred to as organic leads. Affiliate Marketing: a process wherein a product or service developed by one entity is sold by other active sellers for a share of profits. The entity that owns the product may provide some marketing material (e.g., sales letters, affiliate links, tracking facilities, etc.); however, the vast majority of affiliate marketing relationships come from e-commerce businesses that offer affiliate programs. Local Internet marketing: a strategy through which a small company utilizes the Internet to find and to nurture relationships that can be used for real-world advantages. Local Internet marketing uses tools such as social media marketing, local directory listing, and targeted online sales promotions.
 One-to-one approaches In a one-to-one approach, marketers target a user browsing the Internet alone and so that the marketers' messages reach the user personally. This approach is used in search marketing, for which the advertisements are based on search engine keywords entered by the users. This approach usually works under the pay per click (PPC) method.  Appeal to specific interests
When appealing to specific interests, marketers place an emphasis on appealing to a specific behavior or interest, rather than reaching out to a broadly defined demographic.  These marketers typically segment their markets according to age group, gender, geography, and other general factors.  Niche Marketing Niche and hyper-niche internet marketing put further emphasis on creating destinations for web users and consumers on specific topics and products. Niche marketers differ from traditional Internet marketers as they have a more specialized topic knowledge. For example, whereas in traditional Internet marketing a website would be created and promoted on a high-level topic such as kitchen appliances, niche marketing would focus on more specific topics such as 4-slice toasters. Niche marketing provides end users of such sites very targeted information, and allows the creators to establish themselves as authorities on the topic or product.  Geo-targeting In Internet marketing, geo targeting and geo marketing are the methods of determining the geolocation of a website visitor with geolocation software, and delivering different content to that visitor based on his or her location, such as latitude and longitude, country, region or state, city, metro code or zip code, organization, Internet Protocol (IP) address, ISP, and other criteria.
 Internet marketing principles
See also: Marketing
 6 key principles of persuasion by Robert Cialdini
One of the most famous guides to internet marketing is the book by Robert Cialdini "Influence: The Psychology of Persuasion."  According to Cialdini there are 6 key principles of persuasion: 1. Connection, 2. Scarcity, 3. Sympathy, 4. Reputation, 5. Popularity, 6. Persistence. See also: Robert Cialdini
 Advantages and Limitations of Internet marketing
This section does not cite any references or sources. Please help improve this section by adding citations to reliable sources. Unsourced material may be challenged and removed. (January 2011)
 Therefore. Advantages
Internet marketing is inexpensive when examining the ratio of cost to the reach of the target audience. the inability of shoppers to touch. Internet marketers also have the advantage of measuring statistics easily and inexpensively. The advertisers can use a variety of methods. Internet browsing privacy is a related consumer concern. Companies can reach a wide audience for a small fraction of traditional advertising budgets.
 Security concerns
This section does not cite any references or sources. measured. The nature of the medium allows consumers to research and to purchase products and services conveniently. The results of campaigns can be measured and tracked immediately because online marketing initiatives usually require users to click on an advertisement. almost all aspects of an Internet marketing campaign can be traced. Web sites routinely capture browsing and search history which can be used to provide targeted
. and tested. also known as opting out. and "to try on" tangible goods before making an online purchase can be limiting. businesses have the advantage of appealing to consumers in a medium that can bring results quickly. from the buyer's perspective. Therefore. However. and pay per action. Unsourced material may be challenged and removed. pay per play. to smell. and are unable to stop the transfer of their information between companies if such activity occurs. (January 2011) Information security is important both to companies and consumers that participate in online business. pay per click. to taste. companies holding private information are vulnerable to data attacks and leaks. marketers can determine which messages or offerings are more appealing to the audience. Many consumers are hesitant to purchase items over the Internet because they do not believe that their personal information will remain private. The strategy and overall effectiveness of marketing campaigns depend on business goals and cost-volume-profit (CVP) analysis. in many cases through the use of an ad server. to visit a website. and to perform a targeted action. such as pay per impression.  However. there is an industry standard for e-commerce vendors to reassure customers by having liberal return policies as well as providing in-store pick-up services. Some companies that purchase customer information offer the option for individuals to have their information removed from their promotional redistribution. Please help improve this section by adding citations to reliable sources. many customers are unaware if and when their information is being shared.
 Internet auctions
See also: Online auction business model Internet auctions have become a multi-billion dollar business.) have provided back-end buyer protection systems to address problems if they occur. Online merchants have attempted to address this concern by investing in and building strong consumer brands (e.g. Specialized e-stores sell a vast amount of items like antiques. PayPal.. and Overstock. and by leveraging merchant and feedback rating systems and e-commerce bonding solutions.
 Advertising industry
. Privacy policies can provide transparency to these practices. Buyers and sellers often look at prices on the website before going to flea markets. gadgets. advertisers can more effectively engage and connect their audience with their campaigns that seek to shape consumer attitudes and feelings towards specific products and services. movie props. clothing.
 Effects on industries
The number of banks offering the ability to perform banking tasks over the internet has increased.com).
 Usage trends
Technological advancements in the telecommunications industry have dramatically affected online advertising techniques. Unique items that could only previously be found at flea markets are now being sold on Internet auction websites such as eBay. the price shown on eBay often becomes the item's selling price.  All these solutions attempt to assure consumers that their transactions will be free of problems because the merchants can be trusted to provide reliable products and services. Google Checkout.
 President Barack Obama raised over US$1 million in one day during his extensive Democratic candidacy campaign. largely due to online donors. PricewaterhouseCoopers reported that US$16. the free encyclopedia
.9 billion was spent on Online marketing in the U.S. Some of them were originally brick and mortar businesses such as publishing. such as digital design and media.In addition to the major effect internet marketing has had on the technology industry. and internet service hosting. on average. the effect on the advertising industry itself has been profound. This has caused a growing impact on the United States' electoral process.[citation
 See also
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Ad server Article marketing Classified advertising Conversion rate Digital marketing Frequency capping Inbound marketing In-text advertising Lead scoring Media transparency Netnography Online identity management Online lead generation Pay per click Post-click marketing Social media optimization Web banner Product feed Search Engine Marketing
From Wikipedia. online advertising has grown to be worth tens of billions of dollars annually. music. blogging. while others have sprung up as purely online businesses. in 2006. During the 2007 primaries candidates added. In just a few years. In 2008. Several industries have heavily invested in and benefited from internet marketing and online advertising. candidates for President heavily utilized Internet marketing strategies to reach constituents. over 500 social network supporters per day to help spread their message. automotive or gambling.
the geographical widening of the market and the vast choice of content. broadcast model of advertising. for example. customer engagement has not been traced to a single source. in some circumstances. the World Federation of Advertisers (WFA) has created a 'Blueprint for ConsumerCentric Holistic Measurement' and the Association of National Advertisers (ANA). The concept and practice of online Customer Engagement enables organisations to respond to the fundamental changes in customer behaviour that the internet has brought about. published. Due to the fragmentation and specialisation of media and audiences. leveraging customer contributions is an important source of competitive advantage – whether through advertising. The initiative for engagement can be either consumer. lower switching costs. Customer engagement has been discussed widely online. stimulate or influence customer behaviour differ from the offline. So today. more strategic context and is premised on the understanding that a simple focus on maximising conversions can. Discussion forums or blogs. with a company or a brand. Customer Engagement marketing efforts that aim to create. Unlike marketing terms such as positioning. the rise of online user generated content can take advocacy to another level. as well as to the increasing ineffectiveness of the traditional 'interrupt and repeat'. services and products available online have weakened customer loyalty. encouraging customer loyalty and advocacy through word-of-mouth. Customer engagement marketing places conversions into a longer term. Simultaneously.or company-led and the medium of engagement can be on or offline. has always been a goal for marketers. are spaces where people can communicate and socialise in ways that cannot be replicated by any offline interactive medium. Amazon recently re-branded into 'serving the world's largest engaged online community'. businesses are increasingly losing the power to dictate the communications agenda. hundreds of pages have been written. one-way. company and other customers differ on the internet. American Association of Advertising Agencies (AAAA) and the Advertising Research Foundation (ARF). marketing communications that marketers are familiar with.and user generated content. user generated product reviews. CE aims at long-term engagement. decrease the likelihood of repeat conversions (Customer engagement interview with Richard Sedley). have put together the 'Engagement Steering Committee' to work on
. seminars and roundtables have either had CE as a primary theme or included papers on the topic. customer service FAQs. Online customer engagement is qualitatively different from offline engagement as the nature of the customer’s interactions with a brand. as well as the proliferation of community. read and commented upon. Although customer advocacy. Numerous high-profile conferences.Customer engagement (CE) refers to the engagement of customers with one another. forums where consumers can socialise with one another or contribute to product development. for example.
 Customer engagement can also refer to the stages consumers travel through as they interact with a particular brand. stimulate or influence CE behaviour. Online CE is qualitatively different from the engagement of consumers offline." However. sailing) and other consumption topics. Online customer engagement refers to: 1.
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1 Definition 2 The need for customer engagement 3 Customer Engagement as a social phenomenon 4 Customer Engagement as consumer behaviour 5 Customer Engagement as a metric 6 References
In March 2006.
.81) 4. as well as the behaviours associated with different degrees of customer engagement. directly or indirectly. around product categories (cycling. or Customer Journey. The behaviour of customers that engage in online communities revolving. Marketing practices that aim to create. the internet is the basis of CE-marketing. A social phenomenon enabled by the wide adoption of the internet in the late 1990s and taking off with the technical developments in connection speed (broadband) in the decade that followed. It details the process that leads to a customer’s positive engagement with the company or offering. 3. the ARF definition was criticized by some for being too broad. This Customer Engagement Cycle. Although CE-marketing efforts must be consistent both online and offline. Nielsen Media Research.the customer engagement metric.(Eisenberg & Eisenberg 2006:72. 2. the Advertising Research Foundation announced the first definition of customer engagement the first definition of CE at the re:think! 52nd Annual ARF Convention and Expo: "Engagement is turning on a prospect to a brand idea enhanced by the surrounding context. stimulate or influence CE behaviour. Metrics that measure the effectiveness of the marketing practices which seek to create. IAG Research and Simmons Research are also all in the process of developing a CE definition and metric.
positioned and rated the product." At the moment the ARF. Instead of trying to position a product using a couple of static messages that will themselves become the subject of conversation amongst a target market that has already discussed. or placing advertisements. mass. Nielsen Media Research. • Customer audiences are also broadcasters: A company's position is no longer just inside consumers' minds. marketers have also increased spending in online communication. companies must join in. Marketers employ Connection Strategy to speak to would-be customers at each stage. they are not in every case competing definitions but. When conducting Search Engine Marketing & Search Engine Optimization. Forrester Research's North American Consumer Technology Adoption Study shows people in the 18-26 age group spending more time online than watching TV. Inquiry. technological and market developments: 1. Purchase and Retention. ContextWeb analysts found marketers who promote on sites like Facebook and New York Times are not as successful at reaching consumers while marketers who promote more on niche websites have a better chance of reaching their audiences. This also means that consumers can now choose not only when and how but. In August 2006. As they increasingly speak their minds with the power for circulation and permanence of CGM. towards Purchase. with media that addresses their particular needs and interests. also. Eric Peterson's definition for example frames CE as a metric: "Engagement is an estimate of the degree and depth of visitor interaction against a clearly defined set of goals. 'interrupt and repeat' advertising model. World Federation of Advertisers. if they will engage with
. illuminate CE from different perspectives. businesses lose the power of shouting over everyone else.
 The need for customer engagement
CE-marketing is necessitated by a combination of social. marketers must devise media and/or keywords and phrases that encourage customer flow through the Customer Engagement Cycle. In response to the fragmentation and increased amount of time spent online. The adoption of new media. IAG Research and Simmons Research are in the process of developing a definition and a metric for CE. Because the various definitions often focus on entirely different aspects of CE. McKinsey & Co published a report which said that by 2010 traditional TV advertising will only be one-third as effective as it was in 1990.has been described using a myriad of terms but most often consists of 5 different stages: Awareness. This is due to: • Customer audiences are smaller and specialist: The fragmentation of media and audiences and the accompanying reduction of audience size have reduced the effectiveness of the traditional top-down. rather. Consideration. Businesses are losing the power to dictate the communications agenda: The effectiveness of the traditional 'interrupt and repeat' model of advertising is decreasing.
therefore. consumer-generated media should play a massive role in our understanding and modelling of engagement.marketing communications. technological and market developments outlined above. The proliferation of media that provide consumers with more control over their advertising consumption (subscription-based digital radio and TV for example) and the simultaneous decrease of faith in advertising and increase of faith in peers point to the need for communications that the customer will desire to engage with. for instance on MySpace. The control Web 2. Although this must take place consistently both on and off-line. That way. In a nutshell. In combination with lower switching costs. and will be. As Max Kalehoff suggests. the behaviour and engagement of consumers online. within new media. access to channels and physical assets) and the geographical widening of the market due to the internet have brought about increasing competition. CE is the solution that marketers have devised in order to come to terms with the social. Decreasing brand loyalty: The lowering of entry barriers (such as the need for a sales force. especially.
 Customer Engagement as a social phenomenon
Online inter-customer engagement is a recent social phenomenon that came about through the wide diffusion and adoption of the internet in western societies during the late 1990s. easier access to information about products and suppliers and increased choice customer loyalty is hard to achieve. People also engage online in communities that do not necessarily revolve around a particular product. the ability. it is the attempt to create an engaging dialogue with target consumers and stimulate their engagement with the brand. the internet is the primary vehicle for doing so. CE marketing begins with understanding the internal dynamics of these developments and. to control advertising consumption and the decrease in audience size is bringing about a progressive shift of advertising spending online. "the best measure of current and future performance". business opportunities can be identified. Stimulating a consumer’s engagement with a brand is the only way to increase brand loyalty and. In addition new media themselves provide consumers with more control over their advertising consumption.0 consumers have gained must. they can rely on CGM.
. but serve as meeting or networking places. quantified through 'old school' marketing performance metrics. the latter is a qualitatively different social phenomenon unlike any offline CE that social theorists or marketers are familiar with. The increasing ineffectiveness of TV advertising due to the shift of consumer attention to the internet. Although offline CE predates online CE. 2.
In its adaptation by Richard Sedley the key word is 'investment'. psychological or physical investment a customer has in a brand. Voting. Favouritising
. Creating and stimulating customer engagement behaviour has recently become an explicit aim of both profit and non-profit organisations in the belief that engaging target customers to a high degree is conducive to furthering business objectives. "Repeated interactions that strengthen the emotional. Create Fan Community
Collaborative Filtering Bookmarking.
 Customer Engagement as consumer behaviour
CE behaviour became prominent with the advent of the social phenomenon of online CE.A reader applies the content in another venue
Concerns have. 3.A reader read the content Understood . to group Endorsing. Click . Shevlin's definition of CE is well suited to understanding the process that leads to an engaged customer." A customer's degree of engagement with a company lies in a continuum that represents the strength of his investment in that company. Degrees of Engagement Low Adoption Medium High Content Creation Upload (User Generated Content).A reader understood the content and remembers it Applied . Tagging. 2. although they often do. Blogging. Rating. People's online engagement with one another has brought about both the empowerment of consumers and the opportunity for businesses to engage with their target customers online. Another popular suggestion is Ghuneim's typology of engagement. Adding Commenting. What is important in measuring degrees of involvement is the ability of defining and quantifying the stages on the continuum. Create Highest Social Adding Friends. Networking. 4. Fan community participation. One popular suggestion is a four-level model adapted from Kirkpatrick's Levels: 1.The people in one's MySpace friend's list do not necessarily all share a single consumption habit.A reader arrived (current metric) Consume . been expressed as regards the measurability of stages three and four. Positive experiences with the company strengthen that investment and move the customer down the line of engagement. however.
Awareness . overlapping folksonomies through tagging. This can drive new customer acquisition and can have viral effects. Complaint-behaviour: Highly engaged customers are less likely to complain to other current or potential customers. they tend to actively elaborate on its central idea. Increasing the engagement of target customers increases the rate of customer retention. Word of Mouth advertising.
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Creators (smallest group) Critics Collectors Couch Potatoes (largest group)
Engagement is a holistic characterisation of a consumer's behaviour. credible (for their audience) Word of Mouth advertising. "CE is the best measure of current and future performance.
.Effectiveness of communications: When customers are exposed to communication from a company that they are highly engaged with.advocacy: Highly engaged customers are more likely to engage in free (for the company). but will address the company directly instead. an engaged relationship is probably the only guarantee for a return on your organisation's or your clients' objectives. Podcasting. Loyalty . satisfaction. Engagement extends beyond mere satisfaction. Marketing intelligence: Highly engaged customers can give valuable recommendations for improving quality of offering. for a continuing relationship with customers.
The behavioural outcomes of an engaged consumer is what links CE to profits. and the minimum requirement. categorise and rate the market from head to tail. Vlogging The following consumer typology according to degree of engagement fits well to Ghuneim's continuum. rating and recommending. creating multiple. Word of Mouth advertising .Retention: Highly engaged consumers are more loyal." Simply attaining a high level of customer satisfaction does not seem to guarantee the customer's business. Filtering: Consumers filter. reviewing. 60% to 80% of customers who defect to a competitor said they were satisfied or very satisfied on the survey just prior to their defection. complaining and more. From this point of view. involvement.mash-ups.
Satisfaction: Satisfaction is simply the foundation. encompassing a host of sub-aspects of behaviour such as loyalty. This brings about high degrees of central processing and recall.
Netflix. they do it for them. there may well be a stylistic connection between them. Being able. Community development: Helping target customers develop their own communities or create new ones. that is. formal B2C and B2E interaction to continuing. to market their products. (Anderson 2006:101) Amazon does the same with their ‘customers who bought this item also bought…’ recommendations. From absolute distinctions and barriers between an organisation and its target customers towards the participation of consumers in product development. v-cards etc) they can use to engage with one another. online spaces. that connection is reinforced. Community participation: (See Communal marketing) Consumers do not filter and rate companies and their offerings within company websites only.The main difference between traditional and customer engagement marketing is marked by these shifts:
From 'reach or awareness focused' marketing communications and their metrics (GRP or pageview) towards more targeted and customised interactions that prompt the consumer to engage with and act on the content from the outset. Solicitation of user generated content: Engage them directly or indirectly with your product by giving them the means or incentive to create user generated content. customer service and other aspects of the brand experience. a large percentage of the filtering and rating takes place in non-sponsored. dialogic. They realise consumers are not only much more adept at creating highly-targeted taxonomies (folksonomies) given that they are more adept at delineating the segment they themselves constitute. decentralised and personalised communications initiated by either party. From one-way. Organisations must go and meet their target customers at their favoured online hangouts to not only listen but also participate in the dialogue. and Rhapsody encourage their consumers to filter. Help consumers engage with one another: Give them content (viral podcasting. top-down. games. despite the fact that one’s categorised as 'downtempo' and the other 'beats and breaks'.
Specific marketing practices involve:
Encouraging collaborative filtering: Google. to create their own online localities. Amazon. Such strong associations tell Yahoo! to put the two on the same playlist more often. iTunes. categorise and rate. that they are willing to do so for free. and if the positive ratings continue to come in. with little effort. but. And to the extent they cannot. If enough people like the band Groove Armada as well as the band The Crystal Method. videocasting. cost or technical skills. Yahoo LAUNCHcast.
with the company or offering. and is influenced by. it is imperative to know what percentage are members of the company's target market. Eric Peterson's definition also frames CE as a metric: "Engagement is an estimate of the degree and depth of visitor interaction on the site against a clearly defined set of goals." ARF envisages CE exclusively as a metric of engagement with communication. Scott Karp suggests.•
Customer self-service: Help them create a customer service FAQ in wiki or blog format. CE-metrics must be combined with psychodemographics. As a metric for effectiveness.
 Customer Engagement as a metric
All marketing practices. Create a blog where technical support staff and customers can communicate directly. Often the use of CVP Analysis factors into strategy decisions. including Internet Marketing include measuring the effectiveness of various media along the Customer Engagement Cycle. The CE metric is useful for: a) Planning:
Identify where CE-marketing efforts should take place. which of the communities that the target customers participate in are the most engaging? Specify the way in which target customers engage. but it is not necessary to distinguish between engaging with the communication and with the product since CE behaviour deals with.
. involvement with both. or want to engage. CE is the solution to the same intractable problems that have long been a struggle for old media: how to prove value. Product co-development: Create a blog where product developers and consumers can communicate directly. including budgets and media placement.
b) Measuring Effectiveness: Measure how successful CE-marketing efforts have been at engaging target customers. The importance of CE as a marketing metric is reflected in ARF's statement: "The industry is moving toward customer engagement with marketing communications as the 21st century metric of marketing efficiency and effectiveness. as consumers travel from awareness to Purchase. It is not enough to know that a website has 500 highly engaged members. for instance." In order to be operational.
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.The CE-metric is synthetic and integrates a number of variables. % repeat visits Recency of visit Depth of visit (% of site visited) Click-through rate Sales Lifetime value
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RSS feed subscriptions Bookmarks. Ratio between posts and comments plus trackbacks. tags. The World Federation of Advertisers calls it 'consumer-centric holistic measurement'. Inquiries Providing personal information Downloads Content resyndication Customer reviews Comments: their quality is another indicator of the degree of engagement. 'Depth' of visit can be combined with this variable. The following items have all been proposed as components of a CE-metric: Root metrics
Duration of visit Frequency of visit (returning to the site directly – through a URL or bookmark or indirectly). ratings Viewing of high-value or medium-value content (as valued from the organisation’s point-of-view).
stopping to converse with coworkers. business goals etc? Component measurability: Most of the components of a CE-metric face problems of measurement. the following issues must be resolved:
Flexible metric vs. Eric Peterson shares Gassman's views. CE "measurement has never been one size fits-all" but should vary according to industry. see SEO (disambiguation). perhaps. Internet marketing Display advertising Email marketing E-mail marketing software Interactive advertising Cloud marketing Social media optimization Web analytics Cost per impression Affiliate marketing Cost per action Contextual advertising Revenue sharing Search engine marketing Search engine optimization
. For instance. organisation. etc. (b) inaccuracy arising from leaving a tab open during breaks.In selecting the components of a CE-metric. corporate clients and even agencies also desire some type of solid index. business goal etc. be developed in addition to a comparative. Duration of visit for example suffers from (a) failing to capture the most engaged users who like to peruse RSS feeds. is subscribing to RSS more important than contributing a comment? If yes how much more important exactly? Relative weighting links up with the issue of flexible vs. For other uses. the free encyclopedia "SEO" redirects here. industry-wide one. Relative weighting: The relative weighting associated with each CE-component in an algorithm. standardised metrics: Is the relative weighting going to be solid – as will be required if the CE-metric is to be standardised – or is it going to differ depending on the industry. Industry standard: According to some. Internal metrics could. On the other hand. Other exponents of a flexible CE-metric include Bill Gassman in his comments to ‘How do you calculate engagement? Part I’. Length of measurement: For how long must the various C
Search engine optimization
From Wikipedia. organisation.
including image search. known as black hat SEO. what people search for. or inbound links. the earlier (or higher on the page)." a term adopted by an industry of consultants who carry out optimization projects on behalf of clients. uses methods such as link farms. is another SEO tactic. keyword stuffing and article spinning that degrade both the relevance of search results and the quality of user-experience with search engines. and more frequently a site appears in the search results list. local search. SEO considers how search engines work. the actual search terms typed into search engines and which search engines are preferred by their targeted audience. The term "search engine friendly" may be used to describe website designs.
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1 History 2 Relationship with search engines 3 Methods o 3. videos. news search and industry-specific vertical search engines. the more visitors it will receive from the search engine's users. or spamdexing. The acronym "SEOs" can refer to "search engine optimizers.2 Preventing crawling
. and by employees who perform SEO services in-house. SEO may target different kinds of search. and other elements that have been optimized for the purpose of search engine exposure. images. content management systems. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. video search. Search engines look for sites that employ these techniques in order to remove them from their indices. SEO tactics may be incorporated into website development and design. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. shopping carts.1 Getting indexed o 3. search engine poisoning. Another class of techniques. menus. Promoting a site to increase the number of backlinks. academic search. As an Internet marketing strategy. Because effective SEO may require changes to the HTML source code of a site and site content.Pay per click advertising Paid inclusion Search analytics Mobile advertising This box: view · talk · edit
Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. In general.
extracts various information about the page. because the webmaster's choice of keywords in the meta tag could potentially be an inaccurate representation of the site's actual content. such as the words it contains and where these are located. which are then placed into a scheduler for crawling at a later date. 1997. Meta tags provide a guide to each page's content. Initially.3 Increasing prominence 4 White hat versus black hat 5 As a marketing strategy 6 International markets 7 Legal precedents 8 See also 9 Notes
10 External links
Webmasters and content providers began optimizing sites for search engines in the mid1990s. search engines had to adapt to ensure their results pages showed the most relevant search results. as the first search engines were cataloging the early Web. According to industry analyst Danny Sullivan. Web content providers also manipulated a number of attributes within the HTML source of a page in an attempt to rank well in search engines. and inconsistent data in meta tags could and did cause pages to rank for irrelevant searches. creating an opportunity for both white hat and black hat SEO practitioners. extract links to other pages from it. where a second program. known as an indexer. and all links the page contains. Using meta data to index pages was found to be less than reliable. the phrase "search engine optimization" probably came into use in 1997. The process involves a search engine spider downloading a page and storing it on the search engine's own server. The first documented use of the term Search Engine Optimization was John Audette and his company Multimedia Marketing Group as documented by a web page from the MMG site from August. Since the success and popularity of a search engine is determined by its ability to produce the most relevant results to any given search. all webmasters needed to do was submit the address of a page.• • • • • • •
o 3. allowing those results to be false would turn users to find other search
. as well as any weight for specific words. Site owners started to recognize the value of having their sites highly ranked and visible in search engine results. early search engines suffered from abuse and ranking manipulation. By relying so much on factors such as keyword density which were exclusively within a webmaster's control. incomplete. to the various engines which would send a "spider" to "crawl" that page. or URL. or index files in engines like ALIWEB. Inaccurate. and return information found on the page to be indexed. rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters.  Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag. however. To provide better results to their users.
headings. Bruce Clay said that "ranking is dead" because of personalized search. In 2007 Google announced a campaign against paid links that transfer PageRank. Matt Cutts. PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web. As a result of this change the usage of nofollow leads to evaporation of pagerank. do not disclose the algorithms they use to rank pages. 2009. who liked its simple design. By 2004. search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation. Google disclosed that they had taken measures to mitigate the effects of PageRank sculpting by use of the nofollow attribute on links. a well-known software engineer at Google. because its rank would potentially be different for each user and each search. Page and Brin founded Google in 1998. Many sites focused on exchanging. and these methods proved similarly applicable to gaming PageRank. meta tags. taking into account additional factors that were more difficult for webmasters to manipulate. and selling links. is a function of the quantity and strength of inbound links. and Yahoo. as a higher PageRank page is more likely to be reached by the random surfer. Search engines responded by developing more complex ranking algorithms. in order to prevent SEO service providers from using nofollow for PageRank sculpting. webmasters had already developed link building tools and schemes to influence the Inktomi search engine. this means that some links are stronger than others. Off-page factors (such as PageRank and hyperlink analysis) were considered as well as on-page factors (such as keyword frequency. PageRank. It would become meaningless to discuss how a website ranked. Google says it ranks sites using more than 200 different signals.sources. Notable SEO service providers. have studied different approaches to search engine optimization. In 2008. Graduate students at Stanford University." a search engine that relied on a mathematical algorithm to rate the prominence of web pages. announced that Google Bot would no longer treat nofollowed links in the same way. often on a massive scale. buying. Depending on their history of previous searches. involved the creation of thousands of sites for the sole purpose of link spamming. Larry Page and Sergey Brin. Aaron Wall and Jill Whalen. Google attracted a loyal following among the growing number of Internet users. Although PageRank was more difficult to game. Google. The leading search engines. Some of these schemes. In 2005 Google began personalizing search results for each user. links and site structure) to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings. and follows links from one page to another. On June 15. Google crafted results for logged in users. and have published their opinions in online forums and blogs. The number calculated by the algorithm. In effect. In order to avoid the above. Barry Schwartz. developed "backrub. or link farms. SEO engineers developed
. such as Rand Fishkin. SEO practitioners may also study patents held by various search engines to gain insight into the algorithms. Bing.
there is potential for an adversarial relationship between search engines and SEO service providers. some search engines now have a vested interest in the health of the
Yahoo and Google offices
Relationship with search engines
the robots. allowing users to determine the crawl rate. notably Yahoo!. Additionally. The robots. operate a paid submission service that guarantee crawling for either a set fee or cost per click. [dead link] Two major directories. the Yahoo Directory and the Open Directory Project both require manual submission and human editorial review. Additionally. Distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled. Google offers Google Webmaster Tools. Google has a Sitemaps program[dead link] to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website. such as Google. and will instruct the robot as to which pages are not to be crawled.optimization community.txt located in the root directory is the first file crawled. Such programs usually guarantee inclusion in the database. Yahoo! Site Explorer provides a way for webmasters to submit URLs. and how many pages have been indexed by their search engine. Google guidelines are a list of suggested practices Google has provided as guidance to webmasters. especially pages that aren't discoverable by automatically following links. 
Main article: Robots Exclusion Standard To avoid undesirable content in the search indexes. determine how many pages are in the Yahoo! index and view link information. As a search engine crawler may keep a cached copy of this file.txt file in the root directory of the domain. Search engine crawlers may look at a number of different factors when crawling a site. but do not guarantee specific ranking within the search results. When a search engine visits a site. it may on occasion crawl pages a
. Not every page is indexed by the search engines.txt file is then parsed. webmasters can instruct spiders not to crawl certain files or directories through the standard robots. for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found. flash files. a page can be explicitly excluded from a search engine's database by using a meta tag specific to robots. Major search engines provide information and guidelines to help with site optimization. Bing Toolbox provides a way from webmasters to submit a sitemap and web feeds. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. portable document format files. use crawlers to find pages for their algorithmic search results. Bing and Yahoo!. and dynamic content. search engines sometimes have problems with crawling sites with certain kinds of graphic content.
Main article: search engine optimization methods
The leading search engines. Some search engines.
rather than attempting to game the algorithm. An SEO tactic. White hat advice is generally summed up as creating content for users. including the title tag and meta description. White hat SEO is in many ways similar to web development that promotes accessibility. Some industry commentators classify these methods. White Hat SEO is merely effective marketing. not for search engines. whereas black hats anticipate that their sites will eventually be banned once the search engines discover what they are doing. URL normalization of web pages accessible via multiple urls.webmaster does not wish crawled. or black hat SEO. Writing content that includes frequently searched keyword phrase. Adding relevant keywords to a web page's meta data. and the practitioners who employ them. White hats tend to produce results that last a long time. referred to as spamdexing. so as to be relevant to a wide variety of search queries will tend to increase traffic. thus increasing traffic. White hat SEO is not just about following guidelines. As the search engine guidelines are not written as a series of rules or commandments. Pages typically prevented from being crawled include login specific pages such as shopping carts and user-specific content such as search results from internal searches. In March 2007. although the two are not identical.
White hat versus black hat
Main article: White or black hat SEO techniques are classified by some into two broad categories: techniques that search engines recommend as part of good design. and then making that content easily accessible to the spiders. and those techniques that search engines do not approve of and attempt to minimize the effect of. but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. technique or method is considered white hat if it conforms to the search engines' guidelines and involves no deception. using the "canonical" meta tag or via 301 redirects can help make sure links to different versions of the url all count towards the page's link popularity score. Cross linking between pages of the same website to provide more links to most important pages may improve its visibility.
A variety of methods can increase the prominence of a webpage within the search results. Traditional marketing means have
. making efforts to deliver quality content to an audience that has requested the quality content. will tend to improve the relevancy of a site's search listings. as either white hat SEO. Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search spam. Updating content so as to keep search engines crawling back frequently can give additional weight to a site. this is an important distinction to note.
receive a very small share of their traffic from search engines. however. fixed the offending pages. such as Google's PageRank. and improving a site's conversion rate. A top-ranked SEO blog Seomoz. but may go against the spirit of the regulations that search engines have laid out. in a twist of irony. in an invisible div. It is considered wise business practice for website operators to liberate themselves from dependence on search engine traffic. and other Internet marketing strategies can be more effective. setting up analytics programs to enable site owners to measure results. quickly apologized. or positioned off screen. Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines. Additionally. A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade. and these usually constitute practices that are not strictly disapproved by search engines. The search engines' market shares vary from market to market. search engines are not paid for organic search traffic. either as text colored similar to the background. Numerous references to gray hat techniques have been published. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine. and there are no guarantees of continued referrals. depending on the site operator's goals. their algorithms change. either by reducing their rankings or eliminating their listings from their databases altogether. A search engine's algorithm takes this into account.
Optimization techniques are highly tuned to the dominant search engines in the target market." Instead. as does
. SEO may generate an adequate return on investment. many professionals in the SEO industry refer to "gray hat" tactics that may skirt the lines of black and white hat tactics.org has suggested. Due to this lack of guarantees and certainty. a technique known as cloaking. Search engines may penalize sites they discover using black hat methods.
As a marketing strategy
SEO is not an appropriate strategy for every website. or involve deception. One black hat technique uses text that is hidden. and were restored to Google's list. However. their main sources of traffic are links from other websites. Both companies. or by a manual site review. Such penalties can be applied either automatically by the search engines' algorithms. a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors. "Search marketers.allowed this through transparency and exposure. One infamous example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices.
there are only a few large markets where Google is not the leading search engine. Naver. 2007 the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend. While there were hundreds of SEO firms in the US at that time. the fundamental elements of search optimization are essentially the same. On May 27. Japan. Successful search optimization for international markets may require professional translation of web pages. 2003. against the search engine Google. it is lagging behind a local player. and web hosting that provides a local IP address. Otherwise. 2002. Kinderstart's website was removed from Google's index prior to the lawsuit and the amount of traffic to the site dropped by 70%. Yahoo! Japan. SearchKing filed suit in the United States District Court. Google's share is often larger.
Search engine marketing
From Wikipedia. the court granted Google's motion to dismiss the complaint because SearchKing "failed to state a claim upon which relief may be granted. there were only about five in Germany. In markets outside the United States. Russia and the Czech Republic where respectively Baidu.competition.
On October 17. registration of a domain name with a top level domain in the target market. That market share is achieved in a number of countries. South Korea. In most cases. Danny Sullivan stated that Google represented about 75% of all searches. In 2003. when Google is not leading in a given market. Western District of Oklahoma. Google had an 85-90% market share in Germany. KinderStart filed a lawsuit against Google over search engine rankings. and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney. Yandex and Seznam are market leaders. SearchKing's claim was that Google's tactics to prevent spamdexing constituted a tortious interference with contractual relations. As of 2009. the marketshare of Google in the UK was close to 90% according to Hitwise. requiring him to pay part of Google's legal expenses. and Google remains the dominant search engine worldwide as of 2007. the free encyclopedia Internet marketing Display advertising Email marketing E-mail marketing software Interactive advertising
. On March 16. As of June 2008. As of 2006." In March 2006. regardless of language. The most notable markets where this is the case are China.
Yahoo! Search Marketing and Microsoft adCenter. The largest SEM vendors are Google AdWords. or it may contrast with SEO. focusing on just paid components.  Depending on the context. contextual advertising. North American advertisers spent US$13. is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement. by incorporating specific keywords or links associated with the website.5 billion on search engine marketing. (SEM).Cloud marketing Social media optimization Web analytics Cost per impression Affiliate marketing Cost per action Contextual advertising Revenue sharing Search engine marketing Search engine optimization Pay per click advertising Paid inclusion Search analytics Mobile advertising This box: view · talk · edit
Search engine marketing. and paid inclusion. SEM can be an umbrella term for various means of marketing a website including SEO. Search engine optimization (SEO) "optimizes" website content to achieve a higher ranking in search results. for example.
• • • • • • • • •
1 Market structure 2 History 3 Distinguished from SEO 4 Ethical questions 5 Major SEM Tools 6 SEM plan 7 Examples of Best Practice 8 See also 9 References
 Market structure
In 2008. As of 2006. SEM was growing much faster than traditional advertising and
Google also began to offer advertisements on search results pages in 2000 through the Google AdWords program.
As the number of sites on the Web increased in the mid-to-late 90s.com later changed its name to Overture in 2001. In some contexts the term SEM is used exclusively to meanPay per click advertising. organizations. The Yahoo! & Microsoft Search Alliance eventually received approval from regulators in the US and Europe in February 2010. Another part of SEM is Social Media Marketing (SMM). search engines started appearing to help people find information quickly. SEM uses ad words.com in 1998. By 2007. The term "Search Engine Marketing" was proposed by Danny Sullivan in 2001 to cover the spectrum of activities involved in performing SEO. submitting sites to directories. Search engines developed business models to finance their services. article submissions. and individuals. Some of the latest theoretical advances include
. but not necessarily at the same time. and developing online marketing strategies for businesses. Some marketers have difficulty understanding the intricacies of search engine marketing and choose to rely on third party agencies to manage their search marketing.
 Distinguished from SEO
SEM is an adjunct SEO. pay-per-click programs proved to be primary money-makers for search engines. advertising and making sure SEO has been done. and new agencies focusing primarily upon marketing and advertising through search engines emerged. Such usage excludes the wider search marketing community that is engaged in other forms of SEM such as Search Engine Optimization and Search Retargeting.even other channels of online marketing. Because of the complex technology. In a market dominated by Google. managing paid listings at the search engines. in 2009 Yahoo! and Microsoft announced the intention to forge an alliance. pay per call (particularly beneficial for local providers as it enables potential consumers to get in touch directly to a company with one click). a secondary "search marketing agency" market has evolved. Search engine optimization consultants expanded their offerings to help businesses learn about and use the advertising opportunities offered by search engines. and was purchased by Yahoo! in 2003. A keyword analysis is performed for both SEO and SEM. SEM and SEO both need to be monitored and updated frequently to reflect changing usage. particularly in the commercial advertising and marketing communities which have a vested interest in this narrow definition. such as pay per click programs offered by Open Text in 1996 and then Goto. SMM is a type of marketing that involves exploiting social media to influence consumers that one company’s products and/or services are valuable. and now offers paid search opportunities for advertisers through Yahoo! Search Marketing. Goto.
In 2009 Google changed their policy. The debate as to whether third parties should have the right to bid on their competitors' brand names has been underway for years. the more Web presence you have. The Federal Trade Commission (FTC) also issued a letter in 2002 about the importance of disclosure of paid advertising on search engines. Keyword research and analysis: (a) Make sure the site can be indexed in the search engines. 2. Though the policy has been changed this continues to be a source of heated debate. SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO). It requires your pages containing those keywords people are looking for and ensure that they rank high enough in search engine rankings.
 Ethical questions
Paid search advertising has not been without controversy. trying to achieve top ranking without using paid means of achieving top in search engines. (b) find the most relevant and popular key terms and phrases for the site and its products. and PayPerClick SEO. a consumer advocacy group with ties to Ralph Nader. in response to a complaint from Commercial Alert.
 Major SEM Tools
There are four categories of tools to help you optimize websites. At the end of February 2011 many started to see that Google has started to penalize companies that are buying links for the purpose of passing off the rank. and (c) use those key phrases on the site in a way that will generate and convert traffic.Search Engine Marketing Management (SEMM). Generally. 1. the easier it is for people to find your site. Another ethical controversy associated with search marketing has been the issue of trademark infringement. and the issue of how search engines present advertising on their search result pages has been the target of a series of studies and reports by Consumer Reports WebWatch. The followings are major tools measuring
. Most search engines include some form of link popularity in their ranking algorithms. For example some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor. Website saturation and popularity: show how much presence a website has on search engines through the number of pages of the site that are indexed on each search engine (saturation) and how many times the site is linked to by other sites (popularity). SEM has however nothing to do with link buying and focuses on organic SEO and PPC management. SEMM also integrates organic SEO. which formerly prohibited these tactics. allowing 3rd parties to bid on branded terms as long as their landing page in fact provides information on the trademarked term.
 SEM plan
Through trial and error you will be able to see how SEM drives highly targeted visitors to your online exhibitions.various aspects of saturation and link popularity: Link Popularity. Set your online goals and key performance indicators. 10. 6. Back end tools (including Web analytic tools and HTML validators): Web analytic tools can help you to understand what is happening to your website and measure your website's success. Flickr and Youtube). 5. 2. can provide valuable information relating to copyright and trademark issues. ARIN. (b) tag-based analytic programs WebSideStory's Hitbox. and reports on slightly different aspects of your website. highlights. Get in the news such as Google News with RSS feeds. Use the source code and Who Is tools to research legal issues. 3. 3.
 Examples of Best Practice
. Useful tools include Who Is Source.g. Build an initial list of important keywords that represent your current and most relevant content and potential content. 7. highlighting potential problems and many usability issues ensure your website meets W3C code standards. and Marketleap's Link Popularity and Search Engine Saturation. Use Web analytics tools to find out more about your customers. 4. 4. Google Keyword Selector. Who Is tools: show you who owns and operates various webites. 8. Colonize the Web by publishing and circulating it in wiki. These tools can deliver conversion-related information. Try to use more than one HTML validator or spider simulator because each tests. Install good tracking software. Check your current ranking. Validators check the invisible parts of websites. 9. Top 10 Google Analysis. Optimise the website by improving your web design. Validate your keywords by testing and refining them with your keyword selector tools such as Yahoo Keyword Selector. architecture and web page content. Google Trends and Keyword Discovery. The following are the steps to a successful SEM plan: 1. There are three major tools used by EBSCO: (a) log file analyzing tool: WebTrends by NetiQ. (c) transaction-based tool: TeaLeaf RealiTea. Research your target audience. Pursue link-building and partnerships. Read a competitor's source code to look for hidden clues. and video and picture sites(e. blogs.
and search engines. Here marketers place ads on other sites or portals that carry information relevant to their products so that the ads jump into the circle of vision of browsers who are seeking information from those sites. businesses. and to supply the most relevant information to searchers. This promotion has helped their business elaborate. The assistance of AdWord canvass could contribute to the huge success in the growth of web traffic for a number of its consumer’s website. This project is highly practical for advertisers as the project hinges on cost-per-click (CPC) pricing. by as much as 250% in only nine months. One of the most successful approaches to the strategy of this project was to focus on making sure that PPC advertising funds were prudently invested. and search engines by understanding the strategies of marketing to attract business. Moreover. Another way Search Engine Marketing is managed is by contextual advertising. Search engines were not important to some industries in the past but over the past years.A successful SEM project was undertaken by one of London’s top SEM companies involving AdWords. thus the payment of the service only applies if their advert has been clicked on. These challenges could be the competition that companies face amongst their industry and other sources of information that could draw the attention of online consumers. businesses. AdWords is recognised as a web-based advertising utensil  since it adopts keywords which can deliver adverts explicitly to web users looking for information in respect to a certain product or service. SEM companies have described AdWords as a fine practical tool for increasing a consumer’s investment earnings on Internet advertising. SEM companies have embarked on AdWords projects as a way to publicize their SEM and SEO services. The use of free utensils “Conversion tracking” and “Google Analytics” was deemed to be practical for presenting to clients the performance of their canvass from click to conversion. AdWords project has enabled SEM companies to train their clients on the utensil and delivers better performance to the canvass.  This could enhance the relationship amongst information searchers. offering added value to consumers who endeavor to employ AdWords for promoting their products and services. Therefore search engines are adjusting and developing algorithms and the shifting criteria by which web pages are ranked sequentially to combat against search engine misuse and spamming. A successful SEM plan is the approach to capture the relationships amongst information searchers.
 See also
• • • • •
Search advertising Digital marketing Internet marketing Email marketing Enterprise search marketing
. The use of SEM strategic tools for businesses such as tourism can attract potential consumers to view their products but it could also pose various challenges. To assist the combat of challenges. the use of search engines for accessing information has become vital to increase business opportunities. the main objective for businesses applying SEM is to improve and maintain their ranking as high as possible on SERPs so that they can gain visibility.
From Wikipedia. the term is usually used to refer to:
. However. (November 2010) Internet marketing Display advertising Email marketing E-mail marketing software Interactive advertising Cloud marketing Social media optimization Web analytics Cost per impression Affiliate marketing Cost per action Contextual advertising Revenue sharing Search engine marketing Search engine optimization Pay per click advertising Paid inclusion Search analytics Mobile advertising This box: view · talk · edit Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund-raising messages to an audience.global Yahoo! . In its broadest sense.• • • • • •
List of search engines Search engine image protection Search engine reputation management Search engine optimization Keyword cloud Web marketing
Search engines with SEM programs
• • • •
Google . the free encyclopedia This article may be in need of reorganization to comply with Wikipedia's layout guidelines. Please help by editing the article to make improvements to the overall structure. every email sent to a potential or current customer could be considered email marketing.com .global Bing .
Researchers estimate that United States firms alone spent US $400 million on email marketing in 2006..
• • • •
1 Comparison to traditional mail o 1. sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately. as email did and does exist outside the Internet (e. consented) to receive email communications on subjects of interest to them. Email is popular with digital marketers.1 Advantages o 1.2 Disadvantages 2 Opt-in email advertising 3 Legal requirements 4 See also 5 References
 Comparison to traditional mail
There are both advantages and disadvantages to using email marketing in comparison to traditional advertising mail. to encourage customer loyalty and repeat business.
Email marketing (on the Internet) is popular with companies for several reasons:
• • •
An exact return on investment can be tracked ("track to basket") and has proven to be high when done properly.•
• • •
sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers. Advertisers can reach substantial numbers of email subscribers who have opted in (i. Over half of Internet users check or send email on a typical day. adding advertisements to email messages sent by other companies to their customers. rising an estimated 15% in 2009 to £292m in the UK. and sending email messages over the Internet.e.
. Email marketing is often reported as second only to search marketing as the most effective online marketing tactic. network email and FIDO).
According to the report. This system is intended to eventually result in a high degree of satisfaction between consumers and marketers. In this type of advertising. such as a newspaper article or an opinion piece. or video to maximize presence. For every unique user click on the ad. It is intended to attract traffic to a website by linking to the website of the advertiser. A common example of permission marketing is a newsletter sent to an advertising firm's customers. or permission marketing. Ideally.A report issued by the email services company Return Path. the material that is emailed to consumers will be "anticipated".
 Opt-in email advertising
Opt-in email advertising. With a foundation of opted-in contact information stored in their database. and eight percent were filtered.
Opt-in email marketing may evolve into a technology that uses a handshake protocol between the sender and receiver. These images are usually placed on web pages that have interesting content. the affiliate earns money. or their Internet service provider's acceptable use policy. opt-in email advertisements will be more personal and relevant to the consumer than untargeted advertisements. The advertisement is constructed from an image (GIF. It is assumed that the consumer wants to receive it. Companies considering the use of an email marketing program must make sure that their program does not violate spam laws such as the United States' Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM). Affiliates earn money usually on a CPC (cost per click) basis. legitimate email servers averaged a delivery rate of 56%. which makes it unlike unsolicited advertisements sent to the consumer. Such newsletters inform customers of upcoming events or promotions. marketers can send out promotional materials automatically—known as Drip Marketing. either wide and short. If opt-in email advertising is used. is a method of advertising via email whereby the recipient of the advertisement has consented to receive it. the European Privacy and Electronic Communications Regulations 2003.e. Images are usually in a high-aspect ratio shape (i. twenty percent of the messages were rejected. as of mid-2008 email deliverability is still an issue for legitimate marketers. Flash. or new products. A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. They can also segment their promotions to specific market segments.
. a company that wants to send a newsletter to their customers may ask them at the point of purchase if they would like to receive the newsletter. often employing animation. sound. or tall and narrow) hence the reference to banners. This method is one of several developed by marketers to eliminate the disadvantages of email marketing. This form of online advertising entails embedding an advertisement into a web page.
the viewer is directed to the website advertised in the banner. such as Privoxy. Behavior is often tracked through the use of a click tag. When the advertiser scans their logfiles and detects that a web user has visited the advertiser's site from the content site by clicking on the banner ad. Usually though.) Newer web browsers often include options to disable pop-ups or block images from selected websites. This event is known as a "click through". or AdThwart for Google Chrome and ie7pro for Internet Explorer. This event is known as an "impression". Web browsers may also have extensions available which block banners. Many web surfers regard these advertisements as highly annoying because they distract from a web page's actual content or waste bandwidth. Another way of avoiding banners is to use a proxy server that blocks them. When the viewer clicks on the banner. although web banners differ in that the results for advertisement campaigns may be monitored real-time and may be targeted to the viewer's interests.
• • • •
1 History 2 Standard sizes 3 References 4 See also
. the advertiser sends the content provider some small amount of money (usually around five to ten US cents).Typical web banner. In many cases.  This payback system is often how the content provider is able to pay for the Internet access to supply the content in the first place. for example Adblock Plus for Mozilla Firefox. Without attracting attention it would provide no revenue for the advertiser or for the content provider. sized 468×60 pixels. advertisers use ad networks to serve their advertisements. The web banner is displayed when a web page that references the banner is loaded into a web browser. banners are delivered by a central ad server. Web banners function the same way as traditional advertisements are intended to function: notifying consumers of the product or service and presenting reasons why the consumer should choose the product in question. resulting in a revshare system and higher quality ad placement.
The new online advertising model that emerged in the early years of the 21st century. Prodigy was unable to capitalize on any of its first mover advantage in online advertising. and was put online on October 27. a now defunct law firm with a Silicon Valley office. HotWired coined the term "banner ad" and was the first company to provide click through rate reports to its customers. spearheaded the sales effort for the company. introduced by GoTo. Rick Boyce. The first clickable web ad (which later came to be known by the term "banner ad") was sold by Global Network Navigator (GNN) in 1993 to Heller. The first web banner sold by HotWired was paid for by AT&T. then Yahoo and mass marketed by Google's AdWords program). targeting. together with the sale of online ads on an impression basis. one of Prodigy's direct competitors. Prodigy used online advertising first to promote Sears products in the 1980s. including AOL. Ehrman.
HotWired was the first web site to sell banner ads in large quantities to a wide range of major corporate advertisers. In spite of this prediction. but has Coors' "Zima" campaign as the first web banner. relies heavily on tracking ad response rather than impressions. banner ads were valued and sold based on the number of impressions they generated.The pioneer of online advertising was Prodigy. which enabled the management. Another source also credits Hotwired and October 1994. The first central ad server was released in July 1995 by Focalink Communications. Andrew Anker was HotWired's first CEO. White and McAuliffe. Ken McCarthy mentored Boyce in his transition from traditional to online advertising.com (later Overture. fueled a dramatic rise in the proliferation of web advertising and provided the economic foundation for the web industry from the period of 1994 to 2000. and tracking of online ads.
 Standard sizes
Ad sizes have been standardized to some extent by the IAB. a company owned by IBM and Sears at the time. and first introduced the concept of a clickable/trackable ad. The technology innovation of the ad server.  GNN was the first commercially supported web publication and one of the very first web sites ever. He stated that he believed that only a direct response model—in which the return on investment of individual ads was measured—would prove sustainable over the long run for online advertising. a former media buyer with San Francisco advertising agency Hal Riney & Partners. A local ad server quickly followed from NetGravity in January 1996. 1994. and then other advertisers. In May 1994. they are:
67 Large Rectangle 336 280 1.84 Button 1 120 90 1.4 Banners and Buttons Full banner 468 60 7.33
.IAB standard ad sizes. See actual sizes.2 Square Pop-Up 250 250 1 Vertical Rectangle 240 400 1. Name Width / px Height / px Aspect ratio Rectangles and Pop-Ups Medium Rectangle 300 250 1.2 3:1 Rectangle 300 100 3 Pop-Under 720 300 2. Note: This illustration is reduced in size.2 Rectangle 180 150 1.8 Half banner 234 60 3.9 Micro bar 88 31 2.
If they’re not buying from you then whose fault is that . You need to think: who you are and where do you want to be in the future.
. then you need to stop right there. Basically.. create a website.Button 2 Vertical banner Square button Leaderboard
120 60 2 120 240 2 125 125 1 728 90 8. But many internet marketing experts are trying to make money without even realizing what on earth they’re doing online… If you believe that you can jump in. to simplify. The only reason why you’re failing is because you don’t have a good website marketing strategy. relax & watch those thousands of dollars (that you’ve seen in many marketers’ checks) to come. then listen. you need to do a research. submit it to a few directories or blogs. he’ll start laughing. It ain’t gonna happen. sit down. you have to understand where you are and what can you do. You must be in their shoes and find out what is that would make them feel better (an offer). What is your offer? Why should they buy from you? How come you’re better than the rest? Why should they trust you? Are you offering your own or someone else’s product? How will you create an irresistible offer so they beg you to sell it to them?
Think about it… There are millions of people buying online every single day..theirs or yours? Before you even start creating internet marketing strategy for your website(s).
What is an Effective Internet Marketing Strategy?
If you’re still struggling to finally reach your financial independence & make a nice living from your home. Whether offline or online.09 Skyscrapers Wide skyscraper 160 600 3.75 Skyscraper 120 600 5 Half page ad 300 600 2 Sizes in bold are part of the IAB's Universal Ad Package. If you ask any successful offline world entrepreneur how it’s possible to build a great business without a proper strategy. it all comes down to this:
Who is your customer? What is he or she specifically looking for? You must know their problems or desires. Just like in any business. there are only two things that matter: “Buying” and “Selling”. That’s where it all begins actually.
#2 Phase – Data Analysis
If you’ve performed a thorough online market research. do affiliate marketing or Adsense? What are their weaknesses? Do they offer a guarantee? Is their product really good? Do they build links constantly or not? Who is your favourite customer? Where do they hangout: MySpace or YouTube? Are they freebie seekers or desperate buyers? What forces them to buy one or another product? Read reviews. it’s time to systematize the data you have.
#3 Phase – Strategy Development
. testimonials to find out as much as you can about your target market. you come to the next step. Can offer something better. How might this affect your business? Which are the places your target market usually visits? What are their main concerns? Maybe they’re not satisfied with the products in the market. develop their own products.#1 Phase . press releases.Online Research
In this phase. maybe in a form of a bonus? After that. you must research your market. Maybe you have more time than your competitors? Or maybe you know some targeted traffic source that others don’t. Write down what are the main strengths and weaknesses of your competitors. SEO. Who are your main competitors? What are they doing online? PPC. forums. which is developing your internet marketing strategy.
0 is the social Web. Do you have enough time to perform search engine optimization? If so. video blogging. blogging. which is a fundamental shift in the way people communicate. The social web consists of a number of online tools and platforms where people share their perspectives. Testing landing pages. day in day out. webinars. opinions.0 A third important part of Web 2. email. viral traffic generation. Which keywords people typed into search engines to find your site? Which keywords brought you the most money in PPC marketing? Are you satisfied with your SEO rankings or not? Do majority of your visitors leave your site without even spending 30 seconds? And so on… Only with the help of close monitoring you can discover what works and what doesn’t. What marketing methods you’ll use and which ones you can afford? PPC. to rank at the top in search engines. thoughts and experiences. then sit and do everything you can. SEO. otherwise you’re dead. That’s what rich people do and that’s what you must do if you want to survive in this competitive world. It involves a little bit of planning. Don’t have time AND money? Then you better get one or another. you can start implementing it right away. link building. you are able to start creating your internet marketing strategy (or strategies). you must find ways to get time or money. The last step is to start monitoring your internet marketing campaigns. Or buy resell rights to products and sell them on ClickBank with the help of JV partners. testing Adwords ads against each other (A/B split testing) can show you some amazing results. Seriously. And remember – you never know for sure until you TEST it! Web 2.When you already know your target market and your competitors.
#4 Phase – Monitoring Performance
When you have an internet marketing plan. Just sit down and think about: who you are and what you can offer to the target market.
. Find out what’s going to bring you positive ROI in the shortest time possible. You need to think about how you can exploit other people’s time and money to build your own web business. podcasting. Don’t have time? Then buy PPC traffic and start testing your landing pages effectively. banner exchange or others…? You must prioritize your web marketing tactics.
Internet marketing is. The modern equivalent of a physical store front is a website. 2011 | No Comments
Marketing is ancient. research is the key to success and without it any marketing endeavor is doomed to failure. Just as a store needs to be well designed and create a positive buying environment for their customers. As such. such as stores and auction houses. a continuation of the old marketing practices of years past. A Good Website Marketers of the past needed to rely on physical locations. Market Research Market research is the most fundamentally important aspect of internet marketing. Marketing on the internet has proven to be quite profitable for businesses of any size but there are a few things that can ensure true success in internet marketing. marketing was used to sell it. to connect with their potential customers. a large investment of capital and a whole team of people to create the marketing campaign. At one time. the end user is not only a user of the application but also a participant by:
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Podcasting Blogging Tagging Contributing to RSS Social bookmarking Social networking
What is Internet Marketing?
by Vimal on Monday. The reason for this is that no matter how good someone may be at marketing there are some things that no one is interested in. Ever since the first product was sold. Anyone looking to get started in internet marketing needs to start with the proper research. an internet marketing website needs to look
. in essence. marketing required the use of massive amounts of print ads.0 applications tend to interact much more with the end user. The advent of the internet has made it possible for almost anyone to market their products with a few mouse clicks. From research about what other people are selling to finding out what people are looking for. May 16th.Web 2.
from Trendline Interactive. or special offer. Driving traffic to a specific site is the backbone of internet marketing and there is an almost unlimited number of different methods for achieving this goal. if email marketing is meant to sell a product. as with other forms of marketing.professional. From knowing what to sell to setting up an effective website to driving traffic to the site. the fundamentals have remained the same. then how does a small business differentiate itself from competitors? How do you speak to subscribers so they feel more compelled to buy from you?
On the roundtable. While the technology may have changed a bit. You want to use your communications to build a relationship. A good website also needs to present and deliver information in an effective manner and make it as easy as possible for customers to take that last step and hand over their hard earned money.
Yesterday I took part in a roundtable discussion on Focus. who moderated the chat and invited me to participate. Internet marketing has made it extremely easy for anyone to make a solid living from selling products or services. relies on a stream of customers looking to buy the product. After all. And it's the role of your email marketing — and your social media posts too — to humanize your business. and to earn the trust of customers. taking the necessary initial steps will lead anyone down the path to profit in internet marketing. not just to sell a product. coupon. (Thanks to Andrew Kordek. Generating large amounts of traffic is the key to success in internet marketing. I explained that people don't buy from businesses. anyone can offer a sale.com about small business email marketing. An Audience Internet marketing. they buy from people. Your content is what helps cut through the noise (especially at holiday time) and set you apart.
.) One of the questions that came up was.
or what does this person like to do in his/her spare time. and won't be reading. Post your comments here or on our Facebook Page. And the content you share doesn't even have to be your own. Involve your customers: Let your customers' voice come through. But the more they learn from you. a video can help you to make a more personal connection because people will see and hear you speaking.
2. If you come across an article written by someone else that you think will benefit your subscribers. what is his/her favorite aspect of working with customers. service associates.
3. Share expertise: Your customers come to you for your products and services. picking their favorite dish or service that you offer. who your customers may come into contact with? Introduce customers to waitstaff. your expertise or tips for using your products. Include a video: Whether it's you thanking your customers for their patronage. or whoever by asking three quick questions. or by introducing themselves to their fellow customers. footage of your team to highlight your weird or wacky culture. or you asking for feedback from your subscribers.
.So what kind of content can you provide that will humanize your business and help differentiate you from your competitors? Here are 4 suggestions:
1. Meet the team: Who are the people you work with. Be sure to include a photo so customers know who to look for. For example. the more they'll come to rely on you for information as well. product. or service. dog walkers. masseurs and masseuses. why does this person work for the business.
4. either by sharing their tips for using your products.
What are the ways that you put a personal spin on your communications? I'd love to hear them. include it in your newsletter or on social media and just write a quick intro to explain why you like it. a cool company milestone. a customer raving about your business.
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