E-Marketing
Carving your own E-Marketing niche?
You wake up one day with a brilliant idea, and would like to cash in on it via the web.
Or: you already have a web campaign running, but it is far from doing optimal.
The following questions then are relevant:
- what are my product strengths, weaknesses, opportunities and threats?
- who are the top3 competitors for my product, and how do I want to beat them?
- what makes my product unique (=sales pitch), and is my company profile clear to everybody?
- how many searches are there every month for my product on the web, in which countries, and in what language(s)?
- what is the search/competitor ratio for my product; and how do I choose my core sales-keywords?
- what is the CPC (cost per click) of my keywords, what is my sales-margin, break-even point and ROI?
- how fast do I want to rank on page #1 of the web, and how (via natural links, and/or sponsored ones)?
Once you answered these questions (with our help) you are ready to proceed and cash in.
To see the details behind our methods,
please check the SEO & PPC page,
or to see the services we offer, please go to the
our services page.
And in case you would like to read more about E-Marketing, just continue on this page.
E-Marketing strategies
E-Marketing simply is "marketing via the internet"; the web is used
to market products and/or services.
The following strategies exist:
- Pull (where the customer requests, and the advertiser responds)
- Search Engine Listings (e.g. Google, Yahoo, MSN)
- Pay-Per-Click ads (e.g. Google Adwords, Overture)
- Free services (e.g. Hotmail, Gmail viral marketing, "invite a friend")
- Newsletters
- EBooks
- RSS
- Push (where the advertiser triggers without a customer-request)
- Bulk mailing (spam, often blocked)
- Pop-ups, pop-unders (often blocked)
- Banner advertising (becoming obsolete)
- Daily feeds, tickers
- Press releases
- Blogs
Global EMarketing Solutions is in strong support of the "pull" EMarketing
strategies, as they are initiated and solicited by the customer;
hence the customer is a guaranteed INTERESTED one.
The push-strategies concern a mere "random shot in the dark", and are
intrusive, unsolicited, and often simply thrown away unread, or even blocked.
E-Marketing tactics
Work inside-out or outside-in? That is one of the first questions asked in E-Marketing.
Start local and spread out towards other countries,
or target a worldwide audience with your campaign, and next
start analyzing incoming traffic and conversions from visitors and their countries
of origin.
- The inside-out strategy makes sense when you know your market and customers
and want a very targeted campaign from head-start. Some of our customers
choose this option when e.g. product delivery can only be done local, or
competition abroad does not allow for the campaign.
- The outside-in strategy is a more holistic approach;
but with good tracking/tracing tools in place it can be done, and even very succesfully.
Global EMarketing Solutions is in favour
of the outside-in campaign, provided tracking/tracing
is done from day1.
Amazing campaign outcome can be the result; forcing the marketeer to
re-analyze his/her campaign, over and over again. The outside-in
campaign is labour-intensive but pays off for its broad and deep (global) campaign-
statistical data.
Now, there are 4 ways to sell a product to a consumergroup:
- Mass product advertising worldwide (e.g. coffee);
- Mass product advertising in a niche consumer market (e.g. men's shoes in NY);
- Niche product advertising worldwide (e.g. caviar);
- Niche product advertising in a niche consumer market (e.g. surfboards in LA).
The first and last form of advertising are relatively easy concerning choice of ad-wording/phrasing:
the first using a generic word for worldwide advertising, the latter a specific word for a specific market.
The middle ones now are the e-marketing wise challenging ones.
About how to find profitable niches ("blue oceans"); read the popular book or visit the website
Blue Ocean Strategy.
To get out of a "red ocean" one must persue product innovation
(creating alternatives, in stead of trying to beat existing products),
as well as customer targeting (finding new customer groups), to create a niche with zero to low competition.
E-Marketing operations
Marketing (and E-Marketing) is characterized by its 6 "P" 's:
- Product (variation, quality)
- Price (level)
- Place (sales-channels, alliances)
- Promotion (publicity, PR)
- Planning (timing)
- People (customer, market)
This is called the marketing-mix; in selling a product or service one can vary its
marketing-mix; e.g. raising/lowering the price,
de/increasing the variation, or changing the channel, the PR, the timing,
or the target-audience.
It should ideally be: "the right product, for the right price, via the right place and
promotion, on the right time, and aimed at the right people".
Though this mix is mainly on the operational level, is has a relation to the
tactical and strategic levels:
one can choose to start/switch gear between market-leadership on product
characteristics like:
- price (e.g. low frills airlines)
- differentiation (e.g. first/business/tourist class airlines)
- niche (e.g. charter airlines; e.g. for golf-packages)
So far for E-Marketing.
As Global EMarketing Solutions is in strong favour
of the pull strategies and outside-in tactics, as explained and motivated
above, we will focus on those in the next chapters.
About Domains
Domain names
The sell efficiently on the web, it pays off to have the name of product or service rendered
inside the domainname.
Search engines prefer that keyword-relevance, and the customer will appreciate it too, as
not every acronym (except maybe IBM) is quickly understandable.
Domains with the searched-after keyword inside it (search for the word "house" in google)
score very high in the search-engines, far above domains with acronyms
or unmatching words inside the domainname.
GEMS (or better: Global EMarketing Solutions) now facilitates you in the choice
of the best domainname for your web-business.
Optimizing
If you already have a domainname, and it is an acronym,
we can help you out, by optimizing your pages with
a good title, description, keywords, and content.
For proof about those results, please check the references page.
Search Engine Listing and Backlinking
Search Engine Listing
You must have your website listed correctly at the major Internet Search
engines, otherwise no one will notice and visit your site.
An alternative ofcourse is to publish your site-address in as
many newspapers and magazines as you can, but it will cost you much
more; internet promotion via free search listing is for FREE.
If you do not want to wait for the "natural crawl" of the search engines (which
can take a while), you can submit your website yourself, in three ways:
- manually, entering the submit data yourself every month at the search-engine portals, or
- with a locally installed program like for instance AddWeb (by Cyberspace HQ).
AddWeb is for free in unregistered and limited (submitting a maximum of 30 times) mode.
- or, most convenient, with a free (bulk submit) webservice like:
The top4 of important submits (together covering about 80% of the web) concern:
Back-linking
A back-link, often also called an inbound link or IBL, is crucial to your site.
It means that people refer (=hyper-link) to you; and hyper-linking is the back-bone of the web.
The more backlinks you have, the better;
search engines love a well referred-to (and content-rich) site.
Now, when your site changes in content and/or #-links, you have to wait
until the search-engines crawl your site, or you submit the changes yourself.
Depending on the pagerank (=PR, a Google measure of the
"referencial state", mainly determined by the # backlinks) of your site
you have to wait 1-2 weeks (PR=0-3) down to a few days (PR>3) to see your new
listing.
Pagerank (PR)
To see the pagerank of your site, you have to install the "google toolbar", and activate "pagerank" in the menu.
To install the google toolbar, please click the following link:
Google Toolbar.
To get an idea about pagerank, go to CNN.com or Hotmail.com, to see their pagerank.
When you start a new website, its PR=0.
After a few weeks/months, you can climb from 0 to 1,2 or 3.
A pagerank=3 is good, a PR=4 to 5 is excellent, a PR=6-7 is fantastic, and a higher PR
puts your site in the clouds...
This is so, because the PR helps tremendously in getting you ranked in free search
(i.e. the left-hand side of the google output screen).
When querying google in free (unsponsored) search,
websites with the highest pagerank (mostly PR=4-7) will be shown first, on the google output screen #1. Ordering on that output screen is from high PR towards low(er) PR.
If you have a new website, we will help you to get it a PR=3 to 4, within
about 6-9 weeks; please check the pagerank build-up strategy
section in the SEO chapter (top section of the page) on our website.
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