Almost everyone LOVES the Internet; and if they don’t, then they at least tolerate it. In a blog post where I wrote about the effect of Internet marketing as it relates to the Yellow Pages, one reader brought up an excellent point.  He pointed out that many small businesses do not have websites and therefore, they are still relying on things like the Yellow Pages for advertising purposes.  However, as time goes on, they will more than likely have no choice but to advertise on the Internet due to all of their competition using the Internet and growing because of it. 

Is the Internet really forcing people to change how they do business?  I think most would agree that that it is.  Perhaps we are a nation of people who are simply addicted to the Internet.  Think about how much time you actually spend sitting at your computer checking your six email accounts or looking something up throughout the course of a day.  I’m sure the results will surprise you.  What was life like before the Internet?  And how on earth did we survive?!  Like so many other people, I don’t even give it a second thought half the time.  Struggling to figure out how we made it without computers at all is like trying to remember a time when cell phones weren’t as popular.  Whenever I see a payphone, or even worse- someone actually using it- I have to stop and stare!

Is something or has something been lost due to the increased popularity of the Internet and it’s impact on the world today?  Playing devil’s advocate, I think this issue begs the question, “Is Internet marketing truly a good thing?  Is it changing how we do business for the better?”

Tags: Internet Marketing by Janelle - No Comments »

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Commonly shortened simply to “the Web,” the World Wide Web is defined as a system of interlinked hypertext documents accessed via the Internet.  Using a web browser, a person can view web pages that may contain text, images and other multimedia as well as links to other pages.  Created in 1989 by a guy named Sir Tim Berners-Lee in Switzerland, Berners-Lee has had an active role in guiding the development and implication of Web standards (Wikipedia).

The Web Today 

Today, the Internet is one of the most widely used means of communication.  If you can dream it, chance are that the Internet already has it.  From marketing on the Internet to selling your car, the Internet truly has it all.  It’s a social outlet for people needing support; it’s also a place of business.  If you wanted to sell a piece of notebook paper with the letter “W” on it, you could probably do it.  All you have to do is look at websites such as Ebay to see the impact that the Internet has had on people around the world. 

The 5 W’s of the World Wide Web

For many Internet marketing companies as well as business owners, it is always good to keep the “5W’s” of Internet marketing in mind when designing a web page for the general public:

1. Who- is the target audience for the web site?
2. What- kind of product or service are you providing consumers with?
3. Why- would people care about what you have to say? Why are you selling your product?
4. When-would someone typically look at your website?
5. Where- can they go to find out more information, should they need or want it?

Keeping these things in mind may help you stay “connected” with the public when they go surfing.

Tags: Social Networking by Janelle - No Comments »

Discourse comes from the Latin word discursus meaning “running to and from”.  Today, discourse is defined as communication that goes back and forth, such as debate or argument.  On the other hand, social media is defined as the various activities that integrate technology, social interaction and the contruction of words and pictures.  This interaction, and the manner in which information is presented, depends on the varied perspectives and “building” of shared meaning, as people share their stories and understandings (Wikipedia).

Discourse plays a significant role in how social media operates.  For example, where Internet marketing is involved, businesses may rely on the way in which words are formulated on a web page to communicate with consumers while other business owners may rely more on pictures or graphics.  There are numerous ways in which social media plays a role in our everyday life.

Myspace is one of the most popular social media sites today, but how did it get that way?  Simple.  It is a social outlet on the Internet that connects people with people in a fun and free way.  It allows you the creativity to design your own webpage layout (in a matter of speaking), post pictures to your account and exchange information (to include pictures, video and even text messages) with friends and family.  You can join online groups, download music to play on your page.  It seems like the possibilities are endless! It’s no wonder people are hooked.

Some other examples of social media sites include: 

• Facebook- used mostly by college students and professors in similar fashion as Myspace
• YouTube- used to exchange short clips of videos normally
• Flickr- used to exchange pictures 

There are many forms of social media besides the ones listed above.  The most important thing to take away from social media sites like Myspace as well as others, however, is that it connects people to people.  It allows for the exchange of messages, thoughts and ideas, thereby increasing communication while fostering healthy debates.

For more information on Internet marketing, visit Create Business Growth. 

Tags: Blogging by Janelle - 1 Comment »

When you want someone to do something for you, how do you get them to do it?  You persuade them.  Persuasion, according to Wikipedia, is a form of social influence. It guides people towards the adoption of an idea or action by rational and symbolic means.  It is a problem-solving strategy that relies more on “appeal” versus strength.  Persuasion is quite different from the commonly confused “manipulation,” which is an extreme form of persuasion in which only one person benefits at the cost of another. 

How Persuasion is Achieved

There are several different methods of trying to persuade someone.  Usually these approaches are made by appealing to the following:

1. Appeal to Reason (ex: logic, rhetoric, scientific)
2. Appeal to Emotion (ex: advertising, faith, pity)
3. Aids to Persuasion (ex: body language, sales techniques, personality tests)
4. Coercive Techniques (ex: brainwashing, coercive techniques, mind control, torture)
5. Seduction
6. Other (deception, hypnosis, subliminal advertising)

Using Persuasive Technology in Internet Marketing

Persuasion isn’t about selling.  Persuasion isn’t about getting someone to do something for you.  At the heart of it all, persuasion is about communication.  It’s about reaching a shared understanding.  In the wonderful world of web marketing, persuasive technology combines traditional views of persuasion with modern technology in order to persuade a user to do something.  That “something” can range from anything such as buying a product to playing a game.  In order for persuasive technology to work, a web site has to be geared towards persuading a possible consumer.  This will only work if you have persuasive design, structure and copywriting.  If all of these things work together, then the effectiveness of the website will have a bigger impact on consumers.

Again, the main source of success stems from a general, shared understanding of what the consumer’s needs are.  By understanding what those needs are in conjunction with the business goals of that particular company, you can persuade an Internet user to go where you want them to go without being misleading- which will make both parties happy.

Tags: Using Technology, Internet Marketing by Janelle - 4 Comments »

Coined by a guy named Harry Gordon Selfridge in 1909, the popular saying “The customer is always right,” is still used by many businesses today to (ideally) do two things:

1. Convince employees to give excellent customer service through their skills and training (Keep the customer happy!).
2. Convince the potential customers that they will receive excellent service.

But the customer can be wrong too…

Bad for Business

At some point in all of our lives, we’ve either been the irate customer or have had to deal with one.  Usually people don’t get too out of hand, but there are some customers who really take it to the extreme and make employees and employers alike wonder, “Is this customer really worth it?”  The “it” in that statement refers to how irate customers can actually be wrong sometimes.  If you ask any business owner, I’m sure they could tell you horror stories about customers that were bad for business; and it wasn’t even because the service was bad.  It was worse than that; it was because some people are just downright disrespectful!

When the Customer is Wrong

The following are some reasons why the customer isn’t always “right”:

• Where is your loyalty?  In conflicts that sometimes arise between employees and customers, where do you draw the line between the irate customer and the employee who is getting his/her ear chewed off?  In the past, and even today, many companies will actually side with the customer without fully investigating the situation.
• Company morale is low.  When companies choose to defend a customer over an employee time and time again, this can ruin employee morale, making the employee feel as if he/she is not being fairly supported.
• There is a lack of motivation. Think about this for a second.  If your supervisor hardly ever took your side to defend you whenever a customer got upset, wouldn’t it make you upset and then after a while make you THAT much more unmotivated?  When companies constantly put the customer first, they tend to neglect the very people who are working for them, who are partially responsible for that company’s success!

Secrets for Success

An increasing number of Internet marketing businesses are finding that by putting their employees first and the customer second, that employees are happier.  Nowadays, the relationship between customer and employee, employee and employer, has more to do with respect versus being “right”.  In the Internet marketing world, it’s no different.  While a lot of us are still very customer service-oriented, we also realize the value in putting employee needs first.

Studies have shown that the more happy a person is, the more energy they have.  People who are happier are also more pleasurable to be around and are usually more motivated, thus functioning better in any work environment.  If an employee knows that their employer stands behind them 100% (when it’s fair of course), then they feel more valued and appreciated- all of which translates to better business.

Tags: Business Networking by Janelle - 1 Comment »

The Yellow Pages have been around for a loooong time.  According to Wikipedia, the term “yellow” pages” came about in 1883 when a printer in Cheyenne, Wyoming (who was working on a regular phone directory) ran out of white paper and began using yellow paper instead.  Later on, in 1886, a man by the name of Reuben Donnelly officially created the the first copy of the yellow pages directory.  Today, the Yellow Pages are still used although the recent surge of Internet use over the past decade has introduced a web copy of the Yellow Pages, which is highly accessible.

Making the Transition from “Yellow” to “Web”

In recent years, the Yellow Pages has made its way to the Internet.  Although the printed version of the Yellow Pages still gets delivered to people’s doorsteps, the Internet Yellow Pages (IYP) can be delivered at the touch of a button thereby making it more accessible.

Also known as “vertical directories,” IYP’s offer online advertising and are consumer as well as business oriented.  IYP’s developed mainly as a result of publishers not making as much money off of the printed version of the Yellow Pages.   This was due solely to the fact that people and consumers alike had started shopping and doing more business-related things on the Internet. Also marketing products and services on the Internet was a lot cheaper than marketing on paper. 

Going, going, gone…

There are still those of out there who will always prefer to see something on paper, something we can hold in our hands. And there are those of us who don’t want to risk getting a paper cut when it comes to looking up a phone number or address.  Today, many businesses prefer Internet marketing to old fashioned paper marketing.  Whatever the case, the Yellow Pages will always be the “big brother” to IYP. 

Tags: Social Networking by Janelle - 4 Comments »

As most now know Google is in the TV advertising game. All TV ads are running through Dish Network for now. The user interface for the TV advertising is consistently simple as the AdWords advertising.  Still the options we love with AdWords like day parting, budgeting, demographic targeting based on networks, programing etc. However all changes take effect the next day. Great tracking as we are accustomed to from using analytics data. For those of us that have used radio advertising they do have a Market Place for finding people to help us develop our TV Ads. With the Google TV Ads you can block and select the actual programing (show’s) you want and don’t want to show for.  I believe this is a great step in the right direction for the control and reporting that small to large business are looking for with TV. Obviously for the cost of creating ads and the actual air time it will be reserved for those companies that can maximize a relatively higher advertising budget with Google TV advertising. I look forward to hearing success stories using Google TV Ads. Noah @ LookToTheRight.com 

Tags: Announcements, Reviews (non-paid), Pay Per Click Advertising by Noah - No Comments »

Advertising isn’t as easy as you think, and it definitely isn’t as easy when it comes to electronic marketing.  All of the same rules involved in other forms of non-electric advertising still apply to internet marketing and then some.  For this reason, the Federal Trade Commission (FTC) has prepared guidelines in order to promote a healthy exchange of information as well as to protect businesses and consumers alike. 

What CAN’T I Do?

The Federal Trade Commission Act was created out of the FTC to act in the interest of all consumers in order to prevent unfair practices.  Things that advertising should not do are: mislead consumers and/or affect a consumer’s decision whether to purchase the service/product.  At the outset, this might not seem like a big deal, but you’d be surprised at how many people get in trouble for false advertising.  It’s one thing to misjudge your target audience; it’s quite another to purposely try to mislead them.

Protect Yourself

Good internet marketing begins with smart internet marketing.  The FTC holds website designers and/or advertising agencies responsible for reviewing any marketing information to make sure it is truthful.  To protect themselves, the FTC suggests that catalog marketers ask for material from manufacturers to back up claims.  If the manufacturer is hesitant in providing you with the materials, a red flag should fly up.

Some other points that the FTC wants Internet marketing agencies to consider include the following:

• If you’re advertising a service, disclaimers and disclosures must be noticeable where the consumer will be able to read or at least hear the information.
• Demonstrations of how a product is used must accurately show how the product will perform under normal use (ex: paper towels, glass cleaner, etc.)
• If you promise to give a consumer their money back, do it.
• Be careful of advertising to children.  Know all of the information and rules governing it.

By following this advice, you’ll be one step ahead of the game.

Tags: Marketing, Internet Marketing by Janelle - 1 Comment »

As human beings, we desire to feel connected to one another; we desire to be understood and appreciated. So, how does this need to be appreciated and understood transfer over into the world of marketing? Simple. Cater to the consumer’s desires. Think about how often we watch television. Everyone has a “favorite” television program, a “favorite” commercial, even a “favorite” song; and why? Because something in each of those things appeals to the consumer. Think about why you like that Beach Boys song. It’s because when you hear the lyrics, it makes you think of when you spent that summer at the beach with your friends before you all went your separate ways to college. It’s all about the connection.

When commercials are created, they are created with the consumer in mind. Everything from pencils and pens to soda cans and bottles are designed to keep the consumer in mind. You might prefer the bottle of water with the snap top to the bottle of water where you have to twist the cap off because of its usability. It seems like everyone is competing for each others attention at times. Everyone wants to be heard. Internet marketing is no different. We write to capture a readers attention. If anything, marketing on the Internet is more of a challenge than any other form of social media. After all, what is there to prevent you, the reader, from clicking off this page right now? Sure, there are all sorts of tricks out there such as pictures and interactive menus to keep a reader on the Internet interested, but at the heart of it all is the writing. It’s the writing that captures your attention for that split second; the kind that makes you wonder what else that person or business might have to say or offer. Advertising will be around as long as there are consumers and connections to be made.

Tags: Marketing by Janelle - 3 Comments »