Increase Website Traffic and Hits with E-Marketing
Carving your own E-Marketing niche?
You need a new EMarketing campaign, or have one running, but it is far from doing optimal.
The following questions then are relevant:
- what are my product Strengths, Weaknesses, Opportunities and Threats (SWOT)?
- 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 which language(s)?
- what is the search/competitor ratio for my product; and how do I define my core business keywords?
- what is the CPA (cost per acquisition) of my lead+sale generating 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 organic links, and/or sponsored ones)?
- using the SWOT, competitor, product niche and ROI data, what is the optimal brand strategy?
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 (Google Adwords, YSM, Adcenter)
- Free services (mail/viral campaigns)
- Newsletters
- EBooks
- RSS
- Videos
- Push (where the advertiser triggers without a customer-request)
- Bulk mailing
- Pop-ups, pop-unders
- Banner advertising
- Daily feeds, tickers
- Press releases
- Blogs
- Wikis/Tweets//Facebook/Linkedin
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, especially the bulk mailing and pop-ups, concern a mere "random shot in the dark", and are
intrusive, unsolicited, and often simply thrown away unread, or even blocked.
E-Marketing tactics - Creating your own Blue Ocean
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.
The 6 Marketing P's
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.
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