Monday, January 08, 2007
Online Marketing really move offline product
Breakthrought stuff? Absolutely. It may sound ordinary: Consumer sees ad; consumer responds. Yet in the world of e-commerce, manufacturers of consumer packaged goods have never been sure how often exposure to a product message online translates into a product purchase offline.
Now they can be. Since 2002, ACNielsen and Yahoo! have been working together on a measurement tool to assess the correlation between a person's surfing and shopping habits. This joint effort is called Yahoo! Consumer Direct-powered by ACNielsen, and for 18 months, Consumer Direct has combined the reach and technology of Yahoo! with the analytical tools of ACNielsen Homescan. The program evaluates the effectiveness of online advertising and promotios by consumer packaged goods (CPG) companies like PepsiCO, Kraft, Unilever and Nestle.
The study results are consistent - and satisfying. They indicate that online promotions can lift offline sales time after time, whether the item in question is a food, personal care or household product. Furthermore, each campaign has typically brought in more than twice the amount that the company paid to advertise online, with short-term sales increases of more than $3 million.
As Charlen Li, an advertising analyst with Forrester Research, said in a The New York Times report on Consumer Direct, "This is pretty darn cool."
It is - and it signals that now could be the best time ever for consumer packages goods companies to start advertising online.
Tradionally, the makers of laundry soap and facial tissue haven't found Internet advertising an attractive investment. In 2003, while banks devoted more than 12% of their total advertising budget to the Internet and moviemakers over 6%, consumer package goods firms spent an average of 1.5% - or less - on Internet promotion
The have reasons for being Internet averse. Many consumer goods firms invested in web sites and e-commerce when the Internet first emerged, thinking they could sell products online. Most didn't see a gratifying return on that investment and backed off. At the same time, it's been difficult to tell what the money they did spend on Internet promotion bought them. Compared to TV, radio and print, online promotion has had few tools for tracking effectiveness in driving offline purchases. Service providers like Yahoo! have been able to measure "clicks" on a site. However, knowing if clicks translated into follow-up action was difficult.
Growing Internet Usage
The days of being able to sidestep the Internet as a medium for one's message are dwindling, though.
For one thing, the Internet today is second only to TV and radio in usage. A 2003 survey by SRI-Knowledge Networks indicates that the Internet has become a mainstream communications vehicle. With a 14% share of voice (compared to 52% for TV and 27% for radio), people now spend more time with the Internet than with newspapers or magazines.
Internet reach is growing. In February 2003, 181 million Americans were Internete users, according to ACNielsen research. By February 2004, that number was 208 millions - a 15% increase in one year.
Where do Internet users find the time to suft? A 2003 poll by Forrester REsearch says 21% watch less TV now, and 10% listen to less radio. Thirteen percent or more report they've cut time spent reading magazines and newspapers.
Companies ignore this growing power of the Internet at their peril.
Encouraging Results, Big Wins
To begin tapping the potential of a growing online population, Consumer Direct has run a number of Internet-based programs during the past year. Clients were well-known consumer packaged goods firms that offer products ranging from health and beauty aids to snack foods to toilet paper.
Consumer Direct tapped a volunteer base of 19,000 ACNielsen Homescan panelists to test the ads. This group agreed to be tracked on the Yahoo! Network.
Target househoulds for each campaign are chosen based on their purchase behaviour. Surfing behavior of these household is compared to surfing behavior of all other visitors to Yahoo! web sites, and households with surfing patterns that best match those of the target households are chosen to receive the media event. Advertisements and promotional offers are served directly to Yahoo! target consumers as they travel through the Yahoo! network.
After the campaign, Consumer Direct matches back the Yahoo! users who saw the ad and are also Homescan panelists. Their store purchases during this period are then logged and compared with those of another group that was similar in prior purchase behavior and demographics, but now shown the ad. Success is measured by sales group during the promotion vs. the unexposed group.
What Consumer Direct and its clients are finding is that Internet-based advertising works. Every program has shown sales lift, with the average lift being 15-20%. Some gained as much as 35% Growth came from attracting new customers as well as stimulating existing customers to buy more of an item. The campaigns also reported improvements in awareness, purchase intent and equity.
Pepsi was one program participant. "This has been a terrific win for us," said John W.Vail, director of digital media and marketing for Pepsi-Cola North America, as quoted in The New York Times. In the Pepsi market trials, the soda manufacturer departed from their standard promotion formate of focusing on one small test market at a time to sample a more diverse audience.
"With Yahoo!, we can get a broader, national footprint," Vail said. "Just having the ability to get a read on sales was a tremendous leap forward. And in both cases, we did see a sales volume lift."
Another company that partnered with Consumer Direct was Purina, which ran three different campaigns. In a statement, Purina's director of interactive marketing, Michael Moore, said, "Conventional wisdom has been that the Internet is not an effective marketing tool for consumer packaged-goods companies. Consumer Direct turns that on its head."
The Internet has seemed to offer promise before, only to frustrate companies trying e-commerce. Why should it be any different this time?
One reason is that marketers better understand the Internet's potential and pitfalls now. For certain sectors - like travel - the Internet functions well as a commerce channel. Not so for consumer packaged goods. Thirsty customers aren't likely to go online and purchase soda the way they might go online to book a flight when they want a vacation.
Rather, for the makers of everyday household items, the Internet may serve best as an advertising vehicle. And key to that capability is the rise of broadband. According to a Nielsen//NetRatings report in 2004, just under half of all active Internet users enjoy broadband offers features and content galore - streaming video, rollovers, intense graphics and the like. That heightened interactivity isn't just cool. It sells. The richer the medium, the more exciting the content. And the more exciting the content, the more likely the audience is to engage with the message and act upon it. Broadband permts companies to go far beyond a simple banner ad to create promotions that stand out from their competition - and get results.
From Measuring to Targeting
The standard approach to targeting is to focus on either audience demographics or editorial context. In other words, find people to test who resemble your ultimate consumer, or post your ad in a related editorial environment, such as a flu medicine posted on a healthcare website.
Both methods have drawbacks, though. Demographic targetting assumes that everyone within a certain group - for instance women ages 18 to 35 - reacts the same way to soup or music or aspirin. Needless to say, this is wishful thinking. Contextual targeting assumes that people who come to your site come in a need state or mood to buy. But that precept doesn't hold water for many consumer packaged goods; the man who comes home from running is unlikely to log onto the Gatorade web site to quench his thirst.
Now, Consumer Direct offers a third option to support the others - behavioral targeting. Behavioral targeting makes the case for advertising a product to the people who buy such products. In other words, if you make soft drinks, position your promotion where you know that people who buy lots of soft drinks go online. Experience shows that behavioral targeting, combined with other approaches, offers better lift than straight demographic targeting alone.
Seize the Moment
The growing momentum of the Internet, the new capabilities of broadband and the favorable prices available for online advertising all make Internet promotions an exciting and cost-effective option. Consumer Direct proves conclusively that advertising on the Internet, done right, works perfectly - and there's never been a better time to start than now.
source from http://www.acnielsen.com.
webhostforasp.net support team
Sunday, November 12, 2006
Effectiveness of Web Hosting Directories (WHDs)
Web hosting directories are a web hosting marketplace where prospective hosts list their products, plans, prices and other important information so that according to their requirements, customers can choose a suitable plan. Along with the details, it also contains web hosts' rankings. There are many beginners who are in search of a reliable web host and come across web hosting directories. Here a new question arises: Are these web hosting directories really trustworthy sources for novices? To find an answer it's very important to understand the working of WHDs.
Basically web-hosting directories are of two types: paid WHDs and free WHDs. For paid directories, either web hosts pay a set amount for placing their banners on the site, or they pay commission if they get customers via that medium. On the other hand, free WHDs like http://www.askwebhosting.com/ and http://www.hostbyte.com/ etc. web hosts list their services without paying any fees.
Some people believe that paid WHDs are very easy to manipulate as the ranking of web hosts can be changed in unfair ways. Others have the view that WHDs that are actually free reflect the true ranking of web hosts companies. Whatever the case may be, paid or free, people should believe the web hosts rankings only if they are based completely on votes of customers who have actually given their remarks and have left their website address as well.
It is not possible for any web hosting company to have 100% positive reviews. It is also observed that at times customers who are satisfied with their web host forget to express their opinion about that host. However, a biased customer who is not satisfied with their web host does not forget to mention their opinion of that web host. This implies that a negative review doesn't always reflect the true picture of a web host company.
No doubt web hosting directories are very useful if the newbie wants to compare prices and features of different companies. But, when it comes to choosing a web host he/she should make an intelligent choice by referring to other resource sites (forums etc.) as well.
10 Indirect Ways To Get To The Top Of Search Engines
There are millions of web sites trying to get listed in the top 20 spots of the major search engines. That amounts to an awful lot of competition and even after spending hours and hours on Search Engine Optimization techniques you may still not be able to achieve a high ranking for your competitive keywords!
However, if it proves too difficult for you to get high rankings directly, there are still ways that you can get to the top.......indirectly!
So, just how do you do this?
Firstly, look up the top 20 web sites on the major search engines under the keywords and phrases people would find your web site. If you could either advertise on those sites, or get a link from those sites to yours then that would be nearly as good as having a top listing yourself.
The most expensive way to do this would be to buy ad space on those web sites. However, if you don’t want to spend any money to do this, you could use the ten strategies below.
These strategies may not of course apply to every web site but I’m sure there’ll be at least two or three that you can make use of straight away....
1.Participate on their discussion boards. You could post questions, answer other peoples questions, and join in on conversations. Just include your signature file and link to your website at the end of your messages.
2.Ask the web site owner if they would like a free ebook to giveaway to their visitors. You could have them link to your web site or include your ad in the free ebook.
3.Submit content to their web site. You could write articles for their web site and include your resource box and link at the end of the article. If they publish it, you’ll indirectly be at the top of the search engines.
4.Write an excellent article review of their web site, products or services. Then publish the review on your web site. E-mail the web site owner and tell him or her about it. They may link to your web site so their visitors read it.
5.Ask the owner of the web site if they would want to trade advertising. If you don’t get as much traffic as they do, you could throw in some extra incentives.
6.Propose a cross promotion deal with the web site. You both could promote each others products or services together in one package deal. This means a mention and link back to your web site.
7.Give the web site a testimonial for their product or service. Include a little text link for your web site with the testimonial. You never know; it could end up on their ad copy.
8.Post your advertisement on their free classified ad section on their web site. You want to be sure you have an attractive headline so they will read your ad.
9.Sign their guest book. You could leave a short compliment about their web site on their guest book. Just include your signature file and link at the end of your message.
10.Tweak your own website so that your pages are search engine friendly. There are steps that you can take that don’t take long to implement but can dramatically improve the traffic you get from the likes of Google and Yahoo! Louis Allport has a great video guide which shows the quickest and easiest way to do this. It can be found at: http://188.8.131.52/google-friendly-ebook-software.htm
Chris Towland 2005
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at
About The Author
Chris is the zookeeper at http://www.Elephant-On-Toast.com, a haven of no-cost and low-cost software and help for anyone who runs (or wants to run) an online business.
Wednesday, September 20, 2006
Overview of internet marketing
Summary and overview of the major website promotion tools available
The virtual world of internet is huge beyond conprehension. There are thousands of people visiting the net every day and there are millions of web pages trying to draw their attention.
Success on the Internet doesn't happen by accident, and it most ofter doesn't come from traditional search engine. Remember it is not logical to build a business that relies on a single marketing tool over which you have little if any control.
Relevancy Search Engine Strategy
This strategy required designing titles, descriptions and page text that are keyword rich, making sure to focus on the best keywords. Optimize every single page of your site as google will index every page on your website. You should submit to the relevancy search engines yourself manually, and then check back about quarterly to make sure you are listed in each engine.
A Web search engine that catalogs Web sites by subject and also manually indexes the site, providing a brief description of its content.
Bid Ranked Search Engine
It is different from Relevancy Search Engine as you can precisely control the bid ranked engines. Bid ranked search engines are pay-per-click advertising tools where you pay exactly what you want to pay for traffic.
Online auction sites like eBay, Yahoo Auction are a fantastic way to directly promote your products to one of the best online communities of shoppers on the Web. One of the drawback is too lengthy.
Sometimes it is refer as link exchange. Expert believe trading reciprocal links with other websites will not only increase direct traffic to your sites, but it also helps your link popularity which can positively influence your search engine position. This strategy takes time and effort.
Joining Webrings is a great way to tap into the community that is interested in your subject matter. A webring is a collection of websites from around the Internet joined together in a basic ring fashion. Navigation between the sites is facilitated by a common component on all participating websites which present links to the previous and next site in the ring. By this, the visitor can eventually browse through the entire ring, ending up where he once started, hence its name.
Gather the email addresses of the visitors to your website (with their express permission), send them your periodic newsletter, product updates, and special offers, etc.
A Web site that provides news, articles and services to a particular industry such as IT, finance and retail. It is the industry-specific equivalent of the general purpose portal on the web. Also called a “vortal” Most vertical portals are free, and some offer paid advertising, but more importantly, they almost always have some great free resources to promote your website, like listings on their directory of industry resources, or in their vertical search engines, etc.
Per-Impression (CPI) Campaigns
Impression ads like banners, skyscrappers, buttons, pop-ups and pop-unders, are a good method of online-branding, because there is no better way to put your name in front of huge amounts of eyeball fast.
You can get free banner advetising by joining a free banner exchange like linkexchange.com, virtuads.com, or dozens of others. By giving up some advertising space on your site, you can get free banner advertising on someone else's site.
There are some unbelievable bargains to be had on these resources, and click-through rates are much higher than banners. They are great tools and should not be neglected.
Newsletter Ad Swaps Trades
Once your permission marketing email list is built up to a reasonable level, you can easily trade ads with other newsletters that share your target audience, but who are not necessarily your direct competitors. This can give you a massive reach to your target audience on the Internet.
Additional Link Building techniques
These strategies are simply different ways to accomplish the same basic goal of getting large numbers of other websites on the Internet to link to your site. These strategies include but are not limited to: Contextual linking, Content Portals, Online Mall & Shopping Sites Campaign, Online Yellow Pages Campaign, Coupon Portals, Regional Portals, Message Board Strategies, Blog Comment Strategies, Guestbook Linking Strategies, e-Media Press Releases, and many others.
You can quickly and easily recruit hundreds or even thousands of websites that will promote your product or service, and link to you in return for a small percentage of every sales they send your way. In other words, you use an affiliate program to recruit a huge commissioned sales force of websites.
Comparison Shopping Portals
You pay only for the traffic you get, and the traffic from these portals usually generates a higher conversion rate than your other traffic.
A marketing approach that spreads like wildfire and has nothing to do with computer viruses. The term was coined by venture capital firm, Draper Fisher Jurvetson, Menlo Park, CA (http://www.venture-capital.com/) after its investment in Hotmail grew dramatically. Hotmail automatically puts an advertisement at the end of everybody's e-mail message suggesting that they sign up for the free service. In a Year and a half, more than 12 million people became Hotmail users.
Many of the strategies when used in combination with each other, make each other dramatically more powerful. There are literally hundreds of possible combinations of these effective marketing tools that can really ratchet up your marketing.
You should always remember to include your URL in any and every form of traditional media that you would buy anyway. Your business cards and brochures, telephone book ads, direct mail, TV, radio, etc.
Most of people think Internet is a global thing. Wrong. Any Business owner not using a website to promote a local or regional business is making a huge mistake. Why should you care where your users are outside cyberspace? Because even though a growing number of people buy online, much of what people do in their day-to-day lives occurs locally. Advertising anything that doesn't require a national focus – regional services such as store locations and locally focused pricing – has been tough online. It's an audience increasingly more of us need to reach.
Amazon Marketplace Strategies
Did you know Amazon.com allows just about anybody to sell just about anything on their site? Once you know how to do it correctly, you can get your products to show up in Amazon's regular store/search listings.
Content Driven Marketing Strategies
It's often hard to get your home page to score high since it is the general entrance to your entire website content. The best strategy is to write a series of focused content pages, each of which features a particular topic and keyword or keyphrase. These pages aren't general, but very specific. Deep-indexing search engines scan every page on your site fore keywords.
Website Optimization & Merchandizing Strategies
If you could improve the conversion rate, average order size, and price you can get more orders and larger orders at a higher margin without and increase in traffic.
There are many different ways to generate quality traffic to one's storefront, but given the dynamic nature of the Internet the “how to” is constantly changing. In addition, new traffic-generating methods and techniques become available which are frequently more effective than older ones.
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