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| When you decide to paint a room, what takes longer ? - The preparation and planning or the actual execution ? - Generally, it's the scraping, sanding and taping, not to mention picking out the right color and scheduling the time needed to complete the job. One could argue that the preparation work is not only more time-consuming, but more important, as well. Why ? - Because no matter how perfectly you apply the paint, it can't cover up bad Painting is analogous to marketing with new media. No matter how hard you work at creative execution or how targeted you are with tapping innovative media, if the effort lacks proper preparation, your marketing won't create the desired effect. Our Internet-driven world now involves multiple new media: RSS (Real Simple Syndication), blogs, pod casts (audio and video), video on demand, social networking, e-mail, SEO (search engine optimization), PPC (pay-per click) and Web sites. Some would suggest that all that technology has changed us. Untrue. These new media haven't changed us, they merely enable us to enjoy faster and more sophisticated communications. People still want the same thing as always: Credible information about products and services to enhance their lives. Yes, the Internet has given consumers a powerful information search tool, but no company can get away with manufactured claims or promises. However, the technological evolution has changed the marketing planning process. The classic measurement for effectiveness used to be reach (the size of the audience) times frequency (number of exposures). The new mantra is range not reach, relationships not frequency and relevance rather than prominence-- all wrapped in reality. These days, you must use a wide range of media choices to reach a number of different demographic segments to effectively sell virtually any product or service. Although your customer base might be diverse, however, the similarity is that they all need your product. Analyze your customers. Understand why they chose your product and then use those data to build profiles that will help target future prospects. Even better: Have your customers find prospects for you. Research shows that 89 percent of adult Internet users share e-mail content, averaging about six people per "session." Why not build a permission-based online community built around sharing relevant information and news related to your products or services ? Relationships, not frequency. Effective marketing can no longer be based on blasting the same message over and over again to an often-distracted audience-and hope they receive it. Marketers must now create relationships, starting with your customers. Provide avenues for their own creations, such as Blogging, sharing e-mails, appearing in video or audio testimonials on your Website. Give them opportunities to share their feelings about your company and your products. Involve your prospective target by integrating your campaign elements both online and offline to encourage participation by consumers. Relevance not prominence. Over the last decade, search advertising has grown exponentially-because it works. In fact, fully three-quarters of the U.S. Population with Internet access invests time and effort in online research-not just to get product details and specs from manufacturer's sites but also to take advantage of the experience of other users to help guide their buying choices. People are actively searching for information that is important to them. Thus, your message needs to be important to your customers. Be real, not trendy. This is the new metric, and the most important. Traditional advertising is less and less effective. Nobody wants to be "sold." Instead, content is king. Your customers and prospects will watch and read as much and as long as they choose, based on their interest level. So give them honest, real information. Don't settle for puffery, fluff or false statements. Not only is such an approach generally ineffective, you're likely to get burned by the viral nature of the Internet. Instead, provide solid content in your firm's area of expertise, even though that requires an investment of time, money and resources. |
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