All this talk about e-marketing, viral marketing, Facebook and so on…it can be a little daunting for those who don’t spend their time surfing the internet 24/7.
But if you’re thinking about promoting any sort of business online, don’t let that put you down. Optimising in e-marketing strategies can provide great success as there are a huge range of dynamic platforms which can suit your needs and budgets.
Jeremiah Owyang from Web strategy and columnist for Forbes CMO network has listed the different forms of web marketing.
Here are some that were mentioned, including ones that I have previously spoken about in my previous posts:
Email marketing: Many consider email marketing a bit old fashioned these days, but it still works! It is cost effective, fast and convenient than snail mail. Email allows interactive links to web pages, videos and information to download. However, it would only effectively gain the interest of consumers if they have chosen to ‘opt in’ or subscribe to the emails because they would most likely be the right target market for your business – so note to self: Don’t just send emails out to addresses you randomly found – they would just disregard it as junk.
Social Media: Ahh yes…there has been lots of talk about social media and there are a range of platforms available such as blogs, social networking sites and video and photo sharing sites. These sites allow interactions with consumers to provide feedbacks and discussions – it’s a two way marketing process. Like emails, it is cost effective and instant, but social media allows a much quicker turnaround as it has the opportunity to go viral. If your page is interesting enough, people may send the link to others, or even posit it on their own Facebook page for all their 800 or so friends to see. That is an almost instant viewing!
Banner ads and pop up ads: one that is often used, placing banner or pop up ads can give you the ability to use colourful and animated graphic as well as vary in sizes and positioning of a website. These ads are essentially like interactive magazine ads – you can place them in websites that would fit with the target market you’re after. However, less is more: don’t be too animated and don’t place sounds or noises to it – consumers may find it more annoying than appealing.
Group coupons: A new way of issuing out coupons and promotions – group coupons combines that viral ‘tell all your friends’ in order to secure a great deal for themselves and companies will be able to see a large amount of traffic and business.
Websites: any business should have a website set up – even if it’s just a page with details and information (NOT one that is still ‘under construction’). The internet has provided a new way for consumers to search for information – they would generally search for what they need through the internet and if your name and website doesn’t pop up, then you’ll be missing out.
Search engine marketing/Pay per click/viewed: The whole purpose of a website is to be listed when a search is done through a search engine (think Google). Choosing to pay for your link to show up more prominently – such as on the side bar with a pretty picture and a description or just right on the top of the search – may allow more traffic to your site. Paying for keywords that aligns with your business will also have it shown up through the listings.
Always think carefully of how you want to market your business online – it still has to align with the rest of your marketing campaign, as well as the image of your brand. It should also have some creativity to draw people’s attention – but be careful, don’t overplay it as it can be disastrous. Take Witchery’s viral campaign as an example. In trying to launch their new men’s line, they posted a video on Youtube that showed a girl looking for a ‘man in the jacket,’ a romantic quest to find the guy of her dreams. The video went viral and many generous people attempted to help the girl. However – it was all a hoax – a campaign to catch the attention of consumers. Indeed, it was a different concept and it did gain a lot of attention on the internet, but it left a bad image and a bombardment of complaints about marketing ethics.
The ‘man in the jacket’ posting that went viral
The actress comming clean about the campaign for Witchery men (and still attempts to sell it with her bad acting…)
So always remember – the internet has social etiquettes too!
Owyang, J, 2008, ‘A Complete List of the Many Forms of Web Marketing for 2008,’ web strategy, Jan 1st
Lee, J and Marcus, C, 2009, Retailer kills Heidi: web appeal revealed as campaign, Sydney Morning Herald, January 21
I have found the new easy way to get rich.
And I’m sure many of your ears have just perked up.
The answer is….
Social Media & Youtube
Of course, of course, many of you may consider this old news (like we haven’t heard enough about Beiber Fevers these days) ….but how many of you knew that by allowing companies to post banner/pay per click ads on your page you can earn up to $100 000 a year??
My favourite video blogger of all times, Natalie aka CommunityChannel, is a prime example. A normal, 20 something year old uni student from Sydney, has not only found sudden fame, but also a fortune just by posting skits about her life on Youtube. But then again, not many possess the charisma, cleverness, and not to mention courage, in making videos such as hers.
Examples of her clever skits are seen here:
Her $100 000 revenue stems from good old banner ads on her pages, in which she takes half of the advertising revenue.
Social networking sites have been a very popular medium to place banner/pay per click ads. The price of placing ads on social networking sites is much less than web portals such as Google or Yahoo. The different links and pages within a social networking site allows marketers to purchase more ad spaces at a bulked price .
As with all banner/pay per click ads placed on the web, a reasonable amount of traffic needs to flow on a particular website in order to make any real money – and that’s where social sites such as Youtube, Facebook and even blogs come in handy.
So why are social networking sites the most popular choice?
Well, where do people spend the most time socialising and procrastinating? Where is the first point of contact when people need communicate with friends or even to just vent about their frustration over St.Kilda’s grand final loss? (or extreme happiness for you Collingwood fans). These social networking sites have such high traffic and page site views, that it’s a no brainier companies find value in placing their advertisements through these sites.
Facebook commonly displays 50 billion ads a month and is the most popular choice for ad placements, currently sitting at number 3 for most trafficked site.
It never ceases to amaze at how dynamic it can be. Within an hour of watching that cringing moment from Australia’s next top model, a Facebook page was already made by a fan with ads on the side promoting all things beauty and cosmetic related.
Related ad placements for facebook fan pages
Not only does social networking sites have the ability to tailor ads to related topics, it can also track the number of page views and subscriptions a profile has, thus allowing companies to see the most popular profile and work out strategies to approach individuals for ad placements and endorsements.
Advertisers are allocating more and more marketing spending to these online mediums as a way to engage and connect with target audiences. Research also found that 76% of people don’t mind seeing ads when they are logged in to a social media site.
Yes, there is much success in advertising through these mediums, but as with all types of ads, companies have to be mindful in not being too intrusive and ‘in your face’ with their ads.
Moses, A, 2010, ‘Our Natalie raking in $100,000 a year from YouTube’, Sydney Morning Herald, August 20
Oresekovic, A, 2009, ‘Social networking sites grab big slice of Web ads’ Reauters, Sep 1
Ostrow, A, 2010, ‘Facebook Now Serving More Than 50 Billion Banner Ads Per Month,’ Mashable Business
McCollum, J, 2008, ‘Social Network Advertising: Annoying or Effective?,’ October 29