By teamsf
The Internet has catapulted to the marketing scene fast and furiously. Once considered a budgetary “optional extra,” the Internet has since moved to the high priority list for serious marketers. As newspapers reduce publication or worse, close down – and as broadcasting audiences change, the Internet has grown in importance for marketing your business.
When it comes to the Internet as a new business marketing medium, it’s worthwhile to review the history. Most importantly, how history has affected marketing budgets. Changes in marketing were evolutionary from the 1920s until the mid-1990s. Print, like newspapers and magazines, were the primary mediums for advertising. Then, radio began to capture a share of the marketing budget. Television expanded from the three networks of the 1950s to cable with hundreds of choices. This expansion was steady but slow. Although budgets were adjusted to include the new mediums as each one arrived to the market, there was resistance by many to each of these media outlets.
Have you ever looked up the meaning of paradigm? It is used to describe a way of thinking or a body of evidence, and we use the words “paradigm shift” to describe a significant change of thought or strategy or a new reality.
When things are uncertain, some may think it is premature to consider tackling new realities. This thought may resonate with the attitude, “Why try something new? I can use the same methods that have always worked in the past, especially since these are methods I understand.” This conviction may feel comfortable for some period of time, but many people wait until they are forced to try something new and in many cases, it is too late.
The Internet is a good example of a medium one shouldn’t postpone using, as well as a medium that is not waiting for businesses to catch up. With changes occurring on the Web every month, by the time some companies finish a Request for Proposal (RFP) process, there are new strategies or processes for consideration. These new strategies and processes then change budgets that were not part of the considerations for the RFP or the responses.
The Internet changes and grows because input and ideas come from everyone. There are no limits as to who submits their knowledge and in part this is due to the barrier to entry is almost zero. Unlike traditional marketing mediums that required significant infrastructure, the Internet only requires a computer and a connection.
Some examples of these new strategies and processes would include social media, PowerPoints, and video. In 2006 Social Media was limited to forums and blogs; however, by the time we got to 2008, we had MySpace, Facebook and Twitter to name a few. Video on the Web had been steadily been growing for a number of years, but became more popular with YouTube. PowerPoint communities which allow you to get your message out to the Web community have not totally caught on, however, they are increasingly growing as a good resource to get your message out.
We have to consider that the Internet basically has all of the three traditional marketing mediums within. Print, Radio and Video are all a part of the Internet, thus adding to the complication of budget considerations. The digital world also is supported through a variety of external hardware which includes mobile devices like laptops and iPhones. These mobile devices allow marketers to stay in touch with consumers no matter where they go.
Traditional media has always had an issue in giving clients adequate measurements to show a return on investment. Advertising was better than Public Relations, but neither gave concrete results. The Internet gives clients the ability of measuring everything from a news release to social media marketing. This includes not only traffic and sales to your Web site, but the viral nature of any content that is distributed (news, articles, banners, etc.).
As we budget considerations continue transitioning for some businesses, the Internet continues to grow rapidly. Those that embrace the change and engage the medium will get the benefits sooner. They will also be able to build upon their investments into the Internet medium, while others will have to catch-up at higher prices. Are you still considering how much of your budget should be for the Internet?
By melih
Facebook tends to be a problem for many people when they start to mix their personal and their business contacts. For the personal contacts they are less interested in seeing communications about your business. For the business contacts they may find your personal life quite interesting and for you a bit of a problem letting your business into your personal life.
Separating these two segments of your life can be accomplished at Facebook by simply splitting them into different lists. This will allow you to continue benefit from you personal life, while separating your business contacts. The below steps are written with the assumption that you understand how to navigate through Facebook. The instructions are also based on August 2009 Facebook features, links and navigation.
– Click on the “Friends” link at the top
– Click the “+Create” on the left sidebar under Lists
- A new window will open and you can type in the list name for your business contacts (e.g. professional or business) then click “Create List” button, lower right.
– Click on “All Connections”
- You can now go through your list and click on “Add To List” down the right column for each business contact and place them into your new list.
- You now have to change your privacy settings for your wall by clicking on “Profile” at the top.
- Click on “Options” under the “Share” button.
- Click on “Settings”
- Under “Who can see posts made by friends?” click on “Customize”
- In the pop-up window under “Except These People” select the business contact list you created, then press “Okay”.
What we just accomplished is for your Facebook wall. You can now customize all other aspects of your Facebook account by hovering over “Settings” then clicking on “Privacy Settings”, and finally clicking on “Profile”.
You can now perform the same steps as above for all aspects of various Facebook features. We invite you to add your experience about Facebook privacy settings to augment the writings in this post.
By teamsf
We learned recently that information submitted to the micro-blog, Twitter.com, does not continually remain on Twitter.com. Since postings on Twitter are eliminated over time, then Twitter may not be considered an effective long- term content marketing tool for your Internet marketing strategy. Instead, it might better fall into the category of short-term Internet advertising.
The general concept of Content Marketing is to post information throughout the Web in such a way that the work being performed will have a shelf life of years. Information posted on the Internet, for the most part, requires labor. Nothing is very automated about this posting process; yet, the significant benefit is the ability to garner traffic from these postings through a variety of sources over the long term. Content Marketing tasks can be reduced after time and even after these efforts are reduced or ceased, you should still continue to see viral benefits.
If we compare this to Internet advertising, the general routine is that as long as you have money for your an ad, the ad will help drive traffic to your Web site. If the money stops, then the ad disappears and the traffic from the ad stops.. For this reason, Internet advertising does not have a shelf life and is generally a short term response. Internet advertising is not very labor intensive.
Twitter, on the other hand, appears to be a labor intensive social media marketing tool which requires ongoing labor to maintain a presence with your posts. For something considered to be a “blog” of sorts, we have to wonder if this process really benefits a content marketing strategy.
As an example, in our Twitter account we saved two different searches. One for our company name “smartfinds” and the other for a very popular article we wrote about the “court of the people”. Both had postings indexed by Google and we could see the number of interested Twitter members grow. Unaware that this information may come down from Twitter, we did not pay close attention, onlyto occasionally check our saved Twitter searches.
Recently, we checked these saved Twitter searches and found they all had zero response. This was quite a surprise for a labor intensive process. The Google indexed pages are still intact; however, they link to a blank Twitter page without the content. This would not benefit us with Google searches and eventually Google will remove the listings as well.
Our recommendation is for Twitter to re-consider its policies and keep postings for content marketing purposes. Twitter currently acts as a short term response Web site for current activity. This and relationship building can be accomplished from a variety of other sources on the Web where the content continues to stay. Without any long term benefits of the posted information, why would one want to Twitter as part of a viral content marketing strategy?
By dougm
Reflecting over the first quarter of 2009, I’ve spoken with small business owners, medium business owners, large global business leaders, brand managers, entrepreneurs, agency VPs, PR experts, client marketing executives, adverting executives, social media gurus, writers/bloggers and of course – IT and technical wizards – who all are energized and thirsty to move the needle forward.
Now that the second quarter is underway, are you maneuvering towards your goals and effectively moving the needle forward or just idling on fumes? With a sour economy still looming, budget cut hangovers are still pounding in everyone’s heads and resources are “busting-at-the-seams.” Yet, many savvy businesses are staying ahead of the competition by learning from and embracing the maturing “new media” technologies – cultivating well planned digital marketing, digital advertising and social strategies.
A well-executed digital strategy can drive businesses forward. Advertising can help you with the ability to connect with your target audience across multiple digital touch-points. Content marketing helps you become an authority on topics that will allow you to have “a shelf-life of years” out on the web. Social strategies can build one-to-one relationships that help your enterprise grow credibility and relevance over time. In addition, if done correctly a well-executed digital strategy can aide in building brand champions and hand raisers that facilitate your message – genuinely.
Traditional or poorly executed digital methods that lack effective measurability to track an accurate ROI can be painful. In addition, many times they can even fall short of providing valuable baseline data benchmarks and reliable consumer insights for future use.
Is New Media New?
So, when it comes to “new media”, is the media new or is it how the technology is maturing that is – in fact – new? It has matured – nicely – sort of, since I graduated from college nine years ago.
So Today, What Is New Media…?
For the later part of the 20th century, we can simply define new media as the emergence of networked information and digital communication technologies. When I was in college in the late nineties, I used every aspect of the web that was available at that time from early social communities (e.g. CollegeClub.com) to search engine research. (An MSU professor first told me of Google in 1999.)
Swingers (1996): "Our Little Baby's All Growns Up!"
New media today is “all growns up” Or is it? We continually see the maturation process happening on a daily basis. Content relevancy is rising and digital communication is flowing “over capacity” at times.
Twitter Over Capacity - Source: Twitter
Is digital a realistic approach for our brand?
We have a saying at SmartFinds, “We take a rational approach to an irrational medium,” which was coined by our colleague, Gene Brady, in the Fall of 2008. As is the case in any good creative, marketing, social or advertising strategy, the first step is developing a strategy based on solid business objectives and intense research – or “listening.”
Recently, I was talking with a friend about a social strategy and as I was speaking on this “listening” business he stated, “yeah, but you’re not actually “listening,” you or your marketing team is reading stuff on the Internet.” I said to him… “Shhh… listen…, with the expertise of our analysis software and technology tools, can’t you hear the sweet music of ones and zeroes playing 24-7?” Is your brand in harmony, out of tune or not even audible on the web?
Finally, don’t just throw your time or budget away!
Don’t think that you need to do everything at once. Develop your plan with solid business objectives. The new media flow begins with a review of the business objectives followed by – Research, Strategy and Planning to derive trustworthy marketing, advertising and/or social objectives.
For example, at a high level, approaching an effective digital marketing program requires:
Industry Research – In developing your strategy, we need to understand your business, your products and services to provide solid gap analysis to guide you to get the results you need and catapult you ahead of your competitors.
Market Research – We must answer all questions that will allow us to reach your target market. This includes analyzing items such as, key phrases searched, the volume of those searches and competition that is out there. We will also find websites, forums, blogs, communities, micro communities, et al. – to learn (“listen”) how your target audience uses the Internet.
Competition Research – We generate Internet metrics about your site with the public information such Page Rank, Traffic Rank, Link Popularity and Keyword Density. These metrics not only allow us to perform technical marketing (including SEO) but also give us guidelines and goals to reach for a content marketing campaign for sustained presence within the Internet community.
Competitor Research – You need to distinguish between Competitors and Competition online. Competitors are companies that provide the same products and services with the potential of acquiring business away from you. Competition – Any web page that happens to have the same keywords or phrases that are part of your content marketing campaign. Competition research gives us information why a certain web page is ranked, while Competitor research will help us identify how well the competitors are actually performing on the Internet.
Strategy Development – Analysis of the research data helps determine the type of content marketing needed. It helps to guide the changes needed on your website for visible text or the effectiveness of the campaign as your brand is marinating on the Internet.
Business Plan Development – Does the strategy have potential to increase revenues? How much revenue can it potentially increase short term and long term? Based the campaign objectives and your profit margins we can provide you with an estimate for the return on your investment into your own company.
Are you already embracing new media to help drive business forward? Need help getting started? What are some of the pain points in your business world today? Let us know what’s working for you or what questions you may have. Remember, at SmartFinds Internet Marketing, “We take a rational approach to an irrational medium; and we are dedicated to one thing: helping you drive business through Internet marketing.”
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