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Internet Marketing Tools May 1, 2006

Posted by lsalama06 in Hot issues.
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At the Internet Marketing Conference in Stockholm this year which will be held from the 19-21 of September 2006, will be mainly discussing main internet marketing tools commonly used nowadays (source: http://www.internetmarketingconference.com/topics.html):

Search Engines: More than 70% of – Search Engines are the most popular tool for finding new content on the web. Over 70% of web sessions begin at a search engine. This means that understanding how Search Engines work (especially with regard to your search rank which is the position of your website on a search engine) is crucial in brining new customers to your company Online. The most well known search engine is Google.

Directories – the first type of Search Engine was a Directory. Directories categorize listings into areas by topic and region. Also, most directories employ people (called ‘editors’) to actually look at each website to categorize and rate it. This cost-intensive practice is why most directories charge for inclusion. Examples of Directories include Yahoo * & Open Directory.

Crawlers – Crawlers are software programs that ‘crawl’ the web and index websites based on a mathematical algorithm. Engineers design complex algorithms to define which web pages are most relevant for a search term and to prevent abuse by people who use keyword loading (packing a website with irrelevant keywords) to achieve a top ranking. Most search engines use crawlers. Examples of crawlers (search engines that use crawlers) are Google * & Altavista *.

Pay-Per-Click – There are Directories (like Yahoo), search engines (like Google) and then there are “Pay-per-click” search engines. Pay-per-click engines auction their top search rankings, allowing companies to pay to be seen first on the search result page. Like many directories, people – not software programs – are used to check to see that websites match the terms they are listed for to ensure relevance. Examples of Pay-per-click Search Engines are Overture* & Findwhat*.

Search Engine Optimization – Search Engine Optimization or SEO is the art of preparing a site to achieve a high search rank. Search Engine Optimization includes modifying website titles, text, keywords, alt tags, meta-tags, links, programming structure, content arrangement, etc. etc.

Home pages – The content of a Home Page is often aimed at orienting the viewer to the website and its contents, introducing the company or service, etc. Like other web pages, the Home Page consists mainly of text & pictures but also technically more advanced components like javascript & flash is also very commonly used today, as a compliment to a static page, or to create an entire site. The setting up of a Home Page can be a one minute job or a six months project depending on the complexity of the Home Page.

Web design – Web Designers are graphic designers that are knowledgeable of and experienced in designing for the World Wide Web. Web design does not just require solid design skills, but also special talents at organizing information, selecting and compressing graphics so that they download quickly, and many other specialized skills.

Usability – Usability refers to the degree to which a website is easily navigated, content is easily found, information is useful and clear – or in a word – usable. Usability experts spend hundreds of hours observing real people on web sites, examining which paths they choose, what frustrates them, or what the best sites do to attract users to key content.

Content Management – Large corporate websites or Online portals may consist of hundreds – even thousands – of pages full of information. Content Management, refers to methods and tools used to manage, create, or update this content.

Links – Links ‘are’ the web. The big innovation that makes the World Wide Web what it is, was the Hyper Text Link which simply refers to the ‘clickable’ elements on a page that lead to another page.

Banners – Banners are horizontal advertisements commonly found on many commercial websites. Banners were the first commercial form and Online advertising and were created by the staff of the important magazine ‘Wired’. Banners quickly became adopted as an advertising standard generating revenues for publishing and content sites.

Rich Media – Advanced banners incorporating multimedia elements (animation, sound, forms, etc.) are often referred to as Rich Media ads. With the widespread adoption of Broad Band (high speed Internet) Rich Media is becoming more & more popular to use because of the many possibilities in creating messages.

Affiliate Program – With the ease of creating links, commercial enterprises on the Internet quickly realized that it was worth paying high traffic sites to send buyers to their (virtual) doors. Amazon is widely credited for pioneering this innovation, and Amazon’s affilate program is one of the most visible on the web. Affiliates typically receive either a percentage of a sale or a flat fee for each purchase or each visitor clicking through a link.

Browsers – Browsers are the common tool used to access the web. Netscape and Internet Explorer are the most commonly used browsers. Few people think about the fact that the browser basically decides which page you go to through. If you forget to put in the full address to a site – the Browser directs you to a Search Engine of their choice. Internet Explorer, Firefox, Netscape & Opera are examples of browsers.

Email – Email is the ‘killer app’ of the Internet – the most widely used tool of all, even moreso then the web. For most people, each time they log onto the Internet they check their email. Though abused by spammers and over-used even by many legitimate marketers, with no stamps or printing to pay for, email marketing is a powerful tool that can bring real profits to those that know how to do it right.

Opt-in Email – To “Opt-in” for an email means that you offer to receive information by email from a company or marketer. As the flood of unwanted email grows, Opt-in is widely regarded as the most professional way to develop e-mail lists. In contrast, “spam” is mail that is sent to anyone, whether they request it or not; and “Opt-out” is the practice of forcing someone to do something in order to ‘not’ receive e-mail.

Autoresponder – An autoresponder is a method of sending automatic replies to someone who fills out a form or sends you an e-mail. Autoresponders can be assuring, informative, or both (“This e-mail is to let you know that you have successfully subscribed to our e-mail newsletter. Thank you.”). Autoresponder’s can also be used to send out repeat messages, in order for example to remind people of an appointment or a sale.

Spam – Spam is “Internet junk mail”; e-mail that is sent ‘blindly’ to thousands or tens of thousands of e-mail addresses usually in the hope of bringing in customers. For legitimate businesses, sending spam can hurt the company’s reputation and also create security risks and other retaliations. In some cases there can be a fine line between sending out Spam and sending out legitimate commercial messages.

Newsletters – Sending out regular news by email is very popular. The term ‘Newsletter’ simply refers to this practice. This is a very cost effective way of communicating to your visitors/customers and may be relatively brief and simple, or long and complex. Text-only newsletters are newsletters written in plain text only. HTML newsletters are more complex with graphic components, links, etc.

Copywriting – Copywriting skill is crucial to e-mail marketing and web marketing. To write for the web is a special skill which like any other skill demands both theoretical understanding of how people use and read websites and e-mail (for example, most content is skimmed not ‘read’) as well as practical experience to know how certain terms are used, how to be concise, develop relationships, etc.

Domain Names – The Domain Name System is the system of web addresses used to locate certian pages on the World Wide Web. For example: internetmarketingconference.com is the domain name of this website. Initially numbers were used to identify resources and pages on the Internet and Web but with the invention of the Domain Name System it became possible to translate numbers into words for more meaningful – and memorable addresses.

Branding – Like branding in the offline world, Online branding may involve all aspects of a company’s or services Online presence. This includes such key elements as logo usage and placement as well as domain name selection, communication style, Online resources, international appeal, etc.

Trademark – Before the Internet’s incredible growth, trademark owners were not prepared for the sudden explosion of interest in Domain Names. This meant that many Trademark owners didn’t register their trademarks before they were taken. This has resulted in expensive legal disputes, and new international laws governing domain names.

Traffic Analysis – While much emphasis is placed on the number of ‘eyeballs’ that a website receives, the quality of visitors is equally – or more important – then the absolute number. Traffic analysis can be based on on-site surveys or on the study of log files (information recorded by most servers). Logo files collect information such as who the visitors are (in the form of their Internet Protocol address which can tell you their country of origin), which pages are viewed most and least, the origin of traffic (whether from a Search Engine, other website, etc.), which operating system and browser your visitors computers have, how long visitors spend on the site, which search strings they used to look for the website, and many other facts.

Security – While most websites are unlikely to have a security breach, all computers should have security measures and the level of security should match the sensitivy of the information stored on the computers. Computers that store financial, membership, medical, or other sensitive information, including credit card numbers taken in by all ecommerce sites. A “firewall” is the name for a security barrier that prevents outsiders (hackers) from breaking into a computers. Many large companies have high security with their incoming-and outgoing mail and web browsing, which can prohibit the acceptance or viewing of certain common file types.

Forum – In the offline world, a forum is one of the oldest means in the world to gathering people to share opinions. On the Internet, forums take the form of e-mail groups or newsgroups (where a collection of people all receive the same centrally distributed e-mails on a topic or in a ‘discussion’), bulletin boards (where information on a topic is posted in ‘threads’ consisting of questions and answers), and other similar tools that gather and distribute information to an interest group.

Livechat – on websites you sometimes have the opportuniy of chatting directly with the websiteowner. This is often called a livechat. The technique is useful in areas such as support when a client needs a fast interactive session with a vendor.

Blog – a blog is a personal forum. It gives individuals the chance of easily updating content on the web. To “blog” is to create individual text content on the world wide web.

SMS – Short Message Service – is used to both market websites as well as for micro-payments on the web. SMS is a very important method to make money for Advertising Companies. Creatives way of combining SMS and the Web generates a lot of attention and Internet traffic.

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