Making Web Money November 2013

NOVEMBER 2013

INTERNET MARKETING and SEARCH ENGINE MARKETING p.20

SEO COPY MANAGER RICHARD HOSTLER TALKS IN-HOUSE SEO COPYWRITING Richard Hostler

George Moss

p.29

Derek Pacque

Anne Paltrow

Internet Marketing The New Age Marketing Medium p. 40

Founder of Coatchex As Seen On Shark Tank p.41

Learn How People Are Making Money Online Today ! http:www.makingwebmoney.com

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MWM contents

MWM 3 [ NOVEMBER 2013]

Regular Columns 5

Editor’s Letter Welcome to the November edition.

6

MWM Inbox Got something to say?

Tell us what you think.

8

What’s On Seminars, Expos and Summits, oh my!

9

MWM News Stuff you should know about.

12

MWM Success Story Business Inspiration: Carman's Fine Foods

15

Subscribe Subscribe for free

16

Ask the Expert Big Data is a Big Idea: Interview with Digital Marketing Expert Bryan Eisenberg

21

MWM Gadgets and Toys You know you want them.

24

25

27

29

Advertise in MWM Be seen by YOUR potential customers.

MWM Tools Books, Courses, Software etc.

MWM Videos Watch useful videos on internet marketing Q&A SEO Copy Manager Richard Hostler Talks InHouse SEO Copywriting

16 Bryan Eisenberg

41 Derek Pacque 31

MWM Useful Links All the links in one handy place.

33

MWM Marketplace Buy & Sell domains and websites.

35

Featured Products & Contributors The people and products that helped make this edition.

41

Back Story Derek Pacque Founder of Coatchex – As Seen On Shark Tank

MWM contents

[ NOVEMBER 2013 ]

Features 11

Small Business Marketing – Internet Marketing By: Alex Bishop

19

Internet Marketing – Social Media Marketing By: Melissa Cruise

20

Internet Marketing – Search Engine Marketing By: George Moss

22

Internet Marketing – Blogging By: Kirk Palmer

28

Internet Marketing – YouTube Marketing By: Chris Sandler

32

Internet Marketing – LinkedIn Groups By: Ben Spark

36

Contributors

38

Internet Marketing – E-Mail Marketing By: Jane Murray

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19

38

Internet Marketing – Social Media Marketing

Internet Marketing – EMail Marketing

39

Internet Marketing – Referral Marketing By: Lawrence Quinn

40

Internet Marketing – The New Age Marketing Medium By: Anne Paltrow

M

MWM editors letter

Welcome to our NOVEMBER 2013 Issue of “Making Web Money” Online Digital Marketing magazine- where every month we show you how real people, just like you, are making web money – online.

This month we have great articles and personal insights gain - Small Business Marketing – Internet Marketing By: Alex Bishop Internet Marketing – Social Media Marketing By: Melissa Cruise Internet Marketing – Search Engine Marketing By: George Moss Internet Marketing – Blogging By: Kirk Palmer Internet Marketing – YouTube Marketing By: Chris Sandler Internet Marketing – LinkedIn Groups By: Ben Spark Internet Marketing – E-Mail Marketing By: Jane Murray Internet Marketing – Referral Marketing By: Lawrence Quinn Internet Marketing – The New Age Marketing Medium By: Anne Paltrow PLUS “Ask the Expert” - a NEW Interview Big Data is a Big Idea: with Digital Marketing Expert Bryan Eisenberg, Along with our Back Story: Derek Pacque Founder of Coatchex – As Seen On Shark Tank. Also Q&A where SEO Copy Manager Richard Hostler Talks In-House SEO Copywriting and so much more.

For those readers having some viewing problems with the Online Version of “Making Web Money” to make reading more convenient there are now Free available PDF downloads. I hope you enjoy this month's issue of the magazine, and as always please email me if you have any comments, contributions or feedback.

Harry Crowder

MakingWebMoney.com Subscription enquires: www.MakingWebMoney.com/ subscribe/ Order the printed edition: www.magcloud.com/browse/issue/28 813/follow Advertising enquires: www.MakingWebMoney.com/ advertise/ ads@MakingWebMoney.com Contribute articles: http://MakingWebMoney.co m/contribute-an-article/ Making Web Money Magazine Published 12 times per year.

Printed by MagCloud.

Copyright Harry Crowder and Making Web Money Marketing Magazine.

All rights reserved.

Reprinted with permission. No part of this publication may be reproduced, translated or converted into machine-readable form or language without the written consent of the publisher. Articles express the opinions of the authors and are not necessarily those of the publisher

Making Web Money Online Marketing Magazine

Editor Harry Crowder

>> Talk to me

www.Twitter.com/harrycrowder www.Facebook.com/harrycrowder www.HarryCrowder.com

Keep your valuable feedback coming. I try to reply to every email, I appreciate Your input as it helps us make MWM the Best Online Marketing magazine possible.

Drop me an email, at harry@harrycrowder.com

Advertising See Above Contributors Various experts in their fields The instructions and advice in the magazine are for entertainment purposes only. The creators, producers, contributors and distributors or Website Marketing Magazine disclaim any liability for loss or lack of results from following the advice expressed herein.

Follow me on Facebook.com/harrycrowder Follow me on Twitter.com/harrycrowderTcm/ha

Twitter.com/harrycrowder Both the paper and our printer meet the international standard ISO 14001 for environmental management. The paper comes from sources certified under the Programme for Endorsement of Forest Certification scheme (PEFC). Please recycle this magazine – or give it to a mate.

MWM inbox What is the easiest way to create an iPhone app?

TOP EMAIL

If you tell us what you Like and don’t like about Making Web Money Marketing Magazine, What worked for you Or what you think sucks, Then we can make Making Web Money an Even better magazine.

So come on, Send me an email And let me know.

I have a windows computer, and I want to know how to design, create, and program my own iPhone app. Is there a software that can do this on windows. I know that Xcode is confusing and is only for macs. I want to create an app as easy as possible. I don't want to put it in the actual AppStore, but I just want it on my iPod touch.-Jenny.

Generally speaking you are going to require the use of a MacBook or iMac to create your App. You’ll need to learn Objective C, or use one of the App creation services like AppMakr.com. -Ed.

What is Offline Marketing?

I keep hearing about it, but can’t really find out what it is? - Connie.

Offline marketing is the opposite of online marketing. Online marketing is marketing/advertising done over the internet. Offline marketing is the traditional methods of marketing such as television/newspaper/magazine adverts, posters, jingles, etc. -Ed.

?

Did you know:

MWM 6

What is the best way to design a website so that someone with no html skills can update and edit it?

I usually use Dreamweaver for web design, but it needs to be more simple than that. A client wants to be able to make small changes and add info to the site himself in the future. Any suggestions for software or an online service that would give me design freedom and control, yet be easy for him to edit? It would be best if it is cheap or free and it has to be able to run on a mac and a pc. Thanks in advance!. - Ken. For this type of setup, you really can’t go past Wordpress. You setup wordpress, do the initial design for your client and then give them the information to access the backend, and show them how to create pages and posts.. -Ed.

The day after Internet Explorer 4 was released, a few Microsoft employees left a 10 by 12-foot Internet Explorer logo on Netscape's front lawn with a message that said "We love you" at the height of the browser wars in the late 90s.

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MWM what’s on Integrated Marketing Forum

BEST PRACTICE SERIES: ONLINE/OFFLINE

NOV

>

7

MARKETING INTEGRATION FOR MAXIMUM ROI

Like the internal combustion engine, the days of traditional marketing are numbered. To be king of the road, brands are moving away from boasting about their products and services to developing compelling, insightful and share-worthy content that moves audiences and establishes brand credibility.

NOV

13

<

When: November 19 2013 (9:00am – 5:00pm) Where: FTSE Seminar Room, Capital Tower, Singapore, Singapore

Digital Transformation: Leaders' Conference

Aimed at those leading transformation within brands, our Digital Transformation event is designed to give you both insight into the trends and findings from our latest research, and the opportunity to discuss with your peers the issues that you’re facing.

The ongoing evolution of digital means that businesses are in a constant state of change in order to stay apace with the market, bringing a raft of pressures to those leading transformation.

what’son Digital Cream Singapore

>

As customer’s multi-task, switch channels seamlessly and filter out interruptive, noise-based communications, the need for a multichannel, integrated approaches have never been greater.

This one day course will explore how to best integrate online digital marketing activity into your existing activities for maximum ROI. Initial exploration will help marketers appreciate the importance and complexities on multichannel campaigns. The course will also cover what online / offline marketing integration is, and how this differs depending on the type of product and nature of the audience.

The afternoon will focus on practical ways of planning an integrated campaign, which channels to use and when, most importantly, how to measure and assess the impact of integrated activities.

NOV

The theory will be brought to life through-out the day with case studies and practical examples, and where possible, the lecturer will tailor the examples used to those industries in the room.

28

Attendees will take away from the session a clear understanding of why cross channel integration is needed, how to implement it, how to measure and report on it, in a way that aligns with business ROI. How will I benefit Upon completion of this best practice session, you will be able to:

Digital Cream Singapore is a unique moderated roundtable forum for the most senior client-side digital and brand marketers to discuss and explore the latest best practice on emarketing procurement, business cases, investment, ROI and supplier selection. Attendees will also discuss their future online strategies and compare these with likeminded peers.

“

Quotable:

     

Understand current trends (media fragmentation, audience shifts, reliance on the web) that are transforming traditional media Research, plan and buy media for multichannel campaigns Integrate creative strategy across marketing channels Attack major issues with multichannel measurement Develop promotional techniques suitable for particular products Examine key trends & case studies both locally & globally

“Back in 1995, Bill Gates himself didn't understand that the internet was the direction computing was going.” ~John Podhoretz

MWM 8

Christmas is coming â&#x20AC;Ś Here are some of my Christmas Sites Top 2013 Toys for Christmas

Top Christmas Toy Reviews

Christmas at the Teddy Bear E Store

Christmas Gifts for All

Christmas Gifts for Him

Christmas Gifts for Her

Christmas Decor and Baking Gifts

MWM 9

MWM news SAY GOODBYE TO THE AGE OF GENERALIZATIONS: HOW SOCIAL DATA CHANGES EVERYTHING

GOOGLE CLOSES KNOWING VS. DOING GAP IN NEW EDITION OF MOBILE PLAYBOOK

The emergence of social media and the steady decline of mass media are the two biggest marketing stories of the decade. Both print circulation and TV viewership have been falling consistently since the turn of the century; TV viewership, for instance, is down almost 50% since 2002.

Mobile marketing is no longer an aspirational play for some new pie in the sky.

The biggest challenge today, according to Google, is educating or training marketers how to deliver on mobile's promise, with the right strategies and processes for specific goals.

In contrast, social media has reported massive gains since the early days of MySpace, with social media usage among US adults increasing by 800% over the past eight years.

Taking a fresh look at the mobile landscape, Google has outlined five critical questions that businesses should address when developing a mobile strategy.

The company published its latest recommendations and examples in the second edition of the Mobile Playbook as a follow-up to last year's guide.

For marketers, this is the opportunity of a lifetime. The rapid transition from mass to social media presents the opportunity to create impactful, relevant marketing messages. This data-powered personalized marketing approach is not only much more effective, but also more cost-efficient and scalable.

"At Google, we believe that constant connectivity represents a sociological shift in how users relate with both the digital and physical world. Businesses that understand this will win," writes Jason Spero, head of global mobile sales and strategy at Google.

Conventional Marketing vs. Personalized Marketing

While most chief marketing officers are already embracing mobile, the gap between knowing and doing remains prevalent, Greg Stuart, chief executive of the Mobile Marketing Association, notes in the report. "We believe that now is the time to close that knowing versus doing gap. It is time to take action and not just do mobile, but do mobile right," Spero adds.

Conventional marketing is like trying to hit a thousand bullseyes with one arrow. For too long, marketers have accepted absurdly low conversion rates for the deployment of an an email or banner ad, with a singular message for a massive audience. This typically requires significant upfront investment and large-scale deployment, without a guarantee that those marketers are even reaching the most appropriate customers.

Personalized marketing using social data-triggered programmatic techniques, on the other hand, can be scaled from an extremely narrow, niche audience ("18-22 year old males in Portland who like Daft Punk") to an audience numbering in the hundreds of thousands ("18-22 year olds who like electronic music"). By looking at a group of users' behavior data and social profile, marketers can create tailor messages for higher relevancy and, ultimately, effectiveness.

The Three-Step Personalized Marketing Process Every personalized marketing campaign is a three-step process: Data Collection: The first step to collecting user data is to implement social login.

Social Login provides a permission-based way for users to register and sign-in to your web properties via their existing social profiles, so your business can collect and analyze the relevant data points you need to better understand your customers.

Data Segmentation: Raw data itself is quite meaningless for marketing purposes.

Crunching this data and deriving meaning from it is the crucial second step in the personalized marketing process. This includes analyzing the data to identify customer identity and behavior and using it to create powerful personalized marketing campaigns.

Data Conversion: After data is collected and segmented, it needs to be converted into actionable insight. This means tying the data you've collected and analyzed into the marketing platforms you currently use, such as CRM software, advertising networks, email marketing platforms and more.

For far too long, marketers have relied on old technologies and tactics to attract customers and boost conversions. We've accepted abysmal conversion rates as the norm, but now we possess the technology and the insight to transform our marketing efforts.

By leveraging deep identity data through technologies like social login, marketers can finally make marketing relevant again and regain control in the age of the connected consumer.

Quotable:

Google interviewed hundreds of marketers to understand their struggles and best examples for success in mobile, and backs those findings with the latest market data to highlight important trends. More than two-thirds of all mobile searches occur at home, according to a recent study from Nielsen.

Juxtaposing that data with its own research from more than 30 internal studies, Google says 88 percent of clicks on mobile search ads are incremental to organic clicks, and in certain industries the number can be as high as 97 percent.

Another recent study from Nielsen found that half of all purchase-related conversions happened within an hour of the mobile searches that initiated them.

To hit those results, Google offers marketers five tips or action items to help them adapt to the new marketing concepts and opportunities made possible by mobile:     

Focus your value proposition so it meets true mobile-specific needs.

Create mobile-first, not desktop-lite, destinations.

Build mobile accountability into your organization.

Drive ROI (return on investment) and branding with mobile marketing.

Integrate mobile into multi-screen marketing.

"When companies talk about the opportunity mobile presents, often they are referring to the opportunity context presents. A better understanding of context, the specific circumstances in which your customers seek you out, such as time, location, and even proximity, allows your marketing message to be more targeted, meaningful and successful," Spero writes in the report.

Tailored messaging is required to effectively serve each customer's specific need. For example, someone searching for pizza at 7:30 p.m. on a mobile device downtown isn't likely to be looking for the same thing as someone searching for pizza on a laptop at home around lunchtime.

While mobile opens up new opportunities for conversion, according to Google, the path to conversion is very different from that which begins on a desktop or tablet. "A mobile conversion doesn't necessarily entail filling up an online shopping cart and checking out," the report notes. "It can be a customer searching for store directions, calling your business directly or visiting in person.

It can be an app download that leads to a purchase, or a shopping process that starts on mobile and then finishes on a computer or tablet later in the day."

“There was a time when people felt the internet was another world, but now people realise it's a tool that we use in this world.” ~Tim Berners-Lee

Did you ever walk into a store and looked at the products for sale and then while in the store took out your smartphone , made a search for reviews and decided to buy it thru Amazon?

If you answered yes then that is not surprisingly as it becomes almost normal to use the store as just a way to have a look at the product but then buy it online. 90% of the smartphone users use their phone also for shopping activities and it is estimated that the purchases thru mobile devices will rise to $62 billion over the next three years.

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Until recently you as an Amazon affiliate was not allowed to optimize your website for mobile users. But since early September 2013 Amazon decided to delete that rule from the TOS and you are now allowed to optimize your website for mobile devices.

But what if you are totally happy with the way your site looks right now?

That is where Azon Mobile Pro comes in. It is a perfect tool for any Amazon affiliate and by uploading Azon Mobile Pro to your site the plugin will detect if the visitor is a mobile user. If that is the case it will display a highly optimized mobile website with inbuilt Amazon discount finder.

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Feature Article

..

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SMALL BUSINESS MARKETING – INTERNET MARKETING By: Alex Bishop The internet marketing channel has gained a lot of prominence owing to the penetration of internet connections and the awareness among users about the availability of online resources. E-commerce has contributed in a big way and has boosted internet marketing activities. So much is the impact that firms with deep pockets have been maintaining a separate department to chart out internet marketing strategies and to put them into action.

Internet Marketing, which was once restricted to the placement of ads and banners on websites, has evolved over the years and has come of age to encompass broader mix of elements. This channel has become a key contributor to a firm’s revenue and sales. Marketing strategies involving social networking platforms, internet and personalized email have come into existence and a lot of companies are already reaping the benefits of using the internet as a marketing channel.

Internet Marketing is a relatively new trend that has caught the attention and fascination of marketers. Simply put, internet marketing is the method of using computers and online resources in order to promote a business or to create awareness about a business. Of late, a lot of firms are showing inclination towards this channel of marketing as the benefits are found to be immense. Apart from benefits, the concept of internet marketing has brought down advertising budgets considerably allowing firms to reach a larger number of end-customers without much effort.

The power that Internet marketing wields is immense and needs tapped in the right manner in order to gain the full benefit of this medium. Irrespective of a company’s online status – whether fully online or partially online, Internet marketing definitely helps in communicating a firm’s objectives and creating an awareness among the general public.

The higher the capability of a firm, to put to right use the internet marketing strategy, better will be the results/revenues of the firm.

E-commerce has contributed in a big way and has boosted internet marketing activities. So much is the impact that firms with deep pockets have been maintaining a separate department to chart out internet marketing strategies and to put them into action.

MWM success story

MWM 12

BUSINESS INSPIRATION: CARMAN'S FINE FOODS

Quotable: “The Internet has given atheists, agnostics, skeptics, the people who like to destroy everything that you and I believe, the almost equal access to your kids as your youth pastor and you have... whether you like it or not.” ~Josh McDowell

The 2012 Telstra Australian Business Woman of the Year, Carolyn Creswell, purchased the Carman’s muesli business for $1,000 when she was just 18.

Today, Carman’s Fine Foods exports to 32 countries and is the leading muesli brand in Australian supermarkets.

WHAT CHARACTERISTIC WOULD YOU SAY IS ESSENTIAL FOR ENTREPRENEURS? It’s absolutely about the ability to take calculated risks.

The average person doesn’t have that appetite for risk.

“

YOU HAVE A FAMILY (INCLUDING FOUR YOUNG CHILDREN) AND WORK FOUR DAYS A WEEK. HOW DO YOU MAINTAIN THIS WORK / LIFE BALANCE? I try to be in the moment wherever I am. I don’t waste time at work, and after the birth of my second child, I knew I would have to give up television. When I’m with my children, I try to be engaged and present; it’s not the number of hours, it’s quality time.

YOU BELIEVE IN WORK / LIFE BALANCE FOR STAFF, TOO, AND CARMAN’S IS CONSEQUENTLY AN EMPLOYER OF CHOICE, ESPECIALLY FOR WORKING PARENTS. HOW DOES THIS BENEFIT STAFF AND HOW DOES IT BENEFIT THE BUSINESS? We get people with extraordinary experience – in fact, they’re often overqualified! In some cases, they’ve been trained by a multinational but can’t stay on because of the lack of flexibility. While it does depend on the role and the mindset, having part-time staff just doesn’t worry me at all. For instance, at our Friday meetings we take minutes so that we can keep all our staff up to date without them having to be there.

YOUR WEBSITE HAS A BLOG BY AN ACCREDITED NUTRITIONIST AND YOUR FAQS FOCUS ON QUITE TECHNICAL NUTRITIONAL INFORMATION. IS THIS A KEY DIFFERENTIATOR FOR CARMAN’S PRODUCTS AND THE TYPE OF CUSTOMERS THAT ENJOY CARMAN’S? I have never tried to sugarcoat things; I keep it real. Our ingredients are things you can get from your kitchen and we’re happy to tell our customers whatever they want to know. People like that you’re honest and Australian – all the stuff we stand for. It’s about brand integrity.

DID YOU KNOW? The Australia Post eParcel service also offers Delivery Choices, which allows customers to choose standard or express delivery, select a day and time for delivery, and choose the delivery point that suits them best.

WHICH COUNTRY DID YOU EXPAND INTO FIRST? We expanded into Malaysia. I gave samples to an Austrade representative, who handed them onto a buyer, who gave me a call, asking about whether we’d be happy to ship LCL (less than container load). I told him I’d have to call him back – at the time I had no idea what LCL even stood for! Ten years later, we’re still shipping products to the same buyer.

ARE THERE ANY MARKETS THAT HAVE REALLY SURPRISED YOU? We’ve had enormous success in Singapore. The supermarket that stocks us there – NTUC FairPrice – has been incredibly supportive.

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Be prepared to change what you’re doing and don’t be afraid to tweak things. Don’t get complacent: you should always be evolving and changing.

WHAT ASPECTS OF RUNNING YOUR OWN BUSINESS HAVE YOU FOUND THE MOST CHALLENGING? For me, it’s the people challenges. For instance, it’s so hard to let someone go, but months later when you finally have the right person in place, you know it was the right thing to do. My focus is on having the right people here, and I have all the time in the world for the people who work at Carman’s.

WHAT HIGHLIGHTS EXPERIENCED?

HAVE

YOU

The highlights have been constant and I’m consistently amazed. Some that come to mind: seeing my products in New York and facing them out nicely, then returning the next day to see the whole shelf had sold out … meeting Prince Charles … being named Telstra Business Woman of the Year.

YOUR BUSINESS WENT UP AGAINST THE BIG GUYS LIKE KELLOGG’S AND SANITARIUM, YET MANAGED TO CARVE OUT A NICHE. WHY DO YOU THINK CARMAN’S HAS DONE SO WELL? Our brand is very customer driven and it resonates with people. We’ve ignored what other people are doing and we’re not afraid to try something different.

YOU USE AUSTRALIA POST TO SEND OUT MUESLI TO CUSTOMERS AS PART OF YOUR CUSTOMER CARE PROGRAM. WHY DID YOU DECIDE TO OFFER THIS SERVICE? The Australia Post truck is constantly here. I knew we’d really made it when the post office came to us, rather than us going to the post office! We could send customers a gift voucher; in fact, that’s what most of our competitors do. But it’s lovely to get a parcel, open it up and see the beautiful branding, which presents the products in the way we love to see them presented.

WHAT ARE YOUR GOALS FOR CARMAN’S FINE FOODS? We want to double in size in the next few years and introduce more products that appeal to a broader customer base. We want to do what we do better and faster.

WHAT’S YOUR ADVICE FOR SMALL-BUSINESS OWNERS LOOKING TO CARMAN’S FOR INSPIRATION? Be prepared to change what you’re doing and don’t be afraid to tweak things. Don’t get complacent: you should always be evolving and changing.

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MWM 16

MWM ask the expert

Big Data is a Big Idea: Interview with Digital Marketing Expert Bryan

Eisenberg

Bryan Eisenberg is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?” and "Always Be Testing." He is a recognized authority and pioneer in online marketing, improving online conversion rates, persuasive content, and persona marketing.

Visit Bryan's website to learn more.

“We are not trying to read tea leaves, we should focus on driving revenue and profits.”

Did you know:

?

All the three founders of YouTube Steve Chen, Chad Hurley and Jawed Karim were working for Paypal when they started YouTube.

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MWM ask the expert The term "big data" is routinely bandied about these days. What's the big deal about big data? Why is there such an emphasis on it, and why should marketers pay attention? Also, is this as important for SMBs as for large companies?

Until recently, massive amounts of data were analyzed by sampling. Companies looked at subsets of data and made assumptions based on the results of their analysis. With today’s data toolset, companies can analyze this massive volume of data all at once.

Most often that data was analyzed after the fact. Today, the data can be analyzed in real time. This allows agile organizations to act on the data to generate additional business value out of it, no matter the velocity at which it comes into the business.

All the data that was being crunched was structured data.

The kind of stuff that you could input into an Excel spreadsheet.

Today, companies like RetailNext are making it easy for retailers to analyze unstructured data like in-store video.

Companies are also analyzing gobs of unstructured data like phone conversations, images, etc. We have a great new variety of unstructured data to analyze.

Most importantly, Big Data can now become the great equalizer for smaller businesses as well as larger ones. The cost structure for using these data tools has now made it more widely available and accessible to a greater number of businesses.

Does big data qualify as a "big idea" in terms of the way businesses market themselves? If so, why?

For companies like Facebook where the data is the product I think big data does qualify as the big idea. However, in other companies the big idea should be to work to understand their customers so they can convert more new customers and re-engage previous customers. Then use data to support their efforts.

You say that data should drive marketing efforts. Why is that the case and what benefits can businesses accrue from using a data-driven marketing strategy?

While many believe the future of advertising looks like this scene from Minority Report and in-store experiences are personalized like this scene from same movie, we can learn one key thing from these scenes. If the ads, or datadriven/digital experiences don’t leverage the big idea to break through the clutter and become relevant, these ideas will just continue to be noise and ignored by your potential customer.

There are two types of gains to be had from big data.

Insights into consumer behavior and trends and incremental improvements by adaptive learning systems that automate the actions you might otherwise take if you had an army of people.

Analytics and predictive analytics tools provide you with ways to uncover consumer behaviors. Data-driven automation and adaptive learning optimization tools

If the ads, or data-driven/digital experiences don’t leverage the big idea to break through the clutter and become relevant, these ideas will just continue to be noise and ignored by your potential customer.

There is a lot of data available to marketers today - more than ever before in history. How do we separate signal from noise?

(Chaff from wheat?)

You start not by collecting and analyzing all the data, but by asking the questions you are looking for answers to and then mapping that data, either internal to the company or external like Twitter or 3rd party data, to help you answer your questions. We are not trying to read tea leaves, we should focus on driving revenue and profits.

You suggest in one of your blog posts that, in order for people to use the data presented, it has to be accessible in a way they can understand it. Many marketers are not analytically-minded or trained in the discipline of interpreting analytics. How can data be made available in a way that makes sense to them?

What tools are available to help?

We are beginning to see tools that use natural language that you use to query your data sets such as DataRPM, think something like Google Now or Siri. We have also seen all kind of new visualization tools like Tableau that can make interactive charts to better understand the data. Lastly, we are seeing tools like Automated Insights that can analyze the data and send back the machine’s analysis and insights in plain spoken language. Check out Automated Insights for Google Analytics at SiteAI.com or DarwinAnalytics.

MWM 18 What are some metrics that marketers should not consider? (You refer to these as "vanity" metrics.) Conversely, what metrics are vital and to which marketers should be paying attention?

If a metric does not have a line of sight to your financial statements it is not something that can actively change your business. These vanity metrics are why I believe 70% of CEOs have lost trust in marketers. If you're a marketer, like I am, that should alarm you.

According to the recent Fournaise 2012 Global Marketing Effectiveness Program, which has interviewed more than 1,200 CEOs across North America, Europe, Asia, and Australia, CEOs have lost faith in their marketing departments with their inability to prove ROI on campaigns.

Furthermore, they have: Made the conscious decision not to expect more from marketing than branding, look/feel good ads and promotions…CEOs feel marketers "live too much in the brand, creative and social media bubble."

It’s time to focus on the same language that the CEO and CFO speak of financial accountability not Likes and Shares.

Can you list a few "rules of the road" when it comes to using data to advance business communication and marketing agendas? Are there some should and should nots?

1. Focus on the customer. Leverage your data to be truly customer centric.

2. Enable your organization to act on the data. Data should allow people to be innovative, to take calculated risks so that you can sometimes achieve significant reward and occasional failure but since you manage by the data any decision can be corrected easily.

3. Leverage tools that enable your organization to be agile. This is going to be critical in this increasingly real-time world.

What does the future of analytics hold? You mention Google Now as having some effect. Will the interpretive value that humans bring to the table become obsolete?

The future is already here in some ways. We are seeing tools that can analyze the data for us and surface insights, we are seeing tools that use data auto-magically to respond and personalize experience without any intervention from people. The future belongs to those that embrace it. Amazon decided to embrace these principles almost 18 years ago and look at what they have done capturing nearly 30% of every ecommerce dollar.

Any final thoughts or things we should know?

The time to become a data-driven, customer focused culture is now. The difference between the haves and have nots is becoming wider than ever before. It isn’t the tools that are going to solve this for you but this is a people and process issue. You shouldn’t look to change your creative people into statisticians but you want them to evolve their processes to be a little more objective and data driven over time.

This is an important part of what we do for the companies we mentor.

Enable your organization to act on the data. Data should allow people to be innovative, take calculated risks so that you can sometimes achieve significant reward and occasional failure but since you manage by the data any decision can be corrected easily.

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Feature Article ..

INTERNET MARKETING – SOCIAL MEDIA MARKETING By: Melissa Cruise

One of the primary reasons for the instant success of internet marketing strategies is that these strategies transcend geographical boundaries and reach out to customers’ existing in far-flung corners of the globe.

Internet Marketing has opened up a number of avenues for marketing a company’s offerings. There are a number of channels, each unique in its own way, that can be used to promote a firm.

Research indicates that there are a few million to a billion users officially registered on social media networks such as Facebook and Twitter. Companies have been smart enough to understand the potential of the social media and have quickly evolved strategies that leverage the effectiveness of this particular channel. Almost every business has a dedicated page on Facebook that promotes its products and offerings. This shows the impact that internet marketing wields on the purchase decision of a customer.

One of the biggest advantages of using social media marketing is that word spreads very quickly and results are visible almost instantaneously when compared to any other kind of a marketing channel. The concept of ‘Likes’ and ‘Followers’ is an indication of this trend. A company’s site or an ad that is endorsed by ‘Likes’ has high chances of going viral and creating a reputation for a brand or a company overnight. Similarly, negative reviews also spread equally fast create a dent to a company’s image when something is not right with the company’s offerings.

While there are both advantages and disadvantages of using internet marketing, it is up to the firm to decide on the strategy to effectively position and promote their offerings. In today’s age, a company’s absence on the internet is considered to be a major obstacle in spreading awareness and creating a loyal base of customers because it is the web that acts as the first touch point during a purchase decision.

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Internet Marketing â&#x20AC;&#x201C;

Search Engine

Marketing By: George Moss

Internet Marketing is the latest buzzword in the marketing arena. This new e-revolution has opened up a plethora of new avenues that were earlier unheard of. Marketers are leaving no stone unturned to make the best use of this medium before it reaches a saturation point. In addition to this new digital revolution, the penetration of telecommunication services and the availability of broadband internet connections have provided a morale boost to marketers. Every other day there is a new wave of creative marketing being unleashed on the social networking platforms and customers have been equally supportive in patronizing these new ideas.

Search Engine Marketing (SEM) is an off-shoot of this new digital revolution. Search Engine Optimization (SEO), is the process of building content, realted to the business/ companyâ&#x20AC;&#x2122;s offering, using keywords related to the context of the offering. This process of SEO helps a companyâ&#x20AC;&#x2122;s website to be listed on the top of the search results during an organic search using a search engine. Companies, now-a-days, have been engaging content writers and digital marketers who are adept at using the right keywords depending on the context and the type of the offering. This in itself has become a separate business.

While this is the natural process of getting a page listed on top of search results, there are other ways of SEM where listing in website directories and online yellow pages, through ads, can be purchased by paying for it. These are known as Pay Per Click (PPC) ads or Pay For Inclusion (PFI) ads. These ads generate revenue for the company when the customer clicks on them apart from creating awareness of the business.

SEM is growing by leaps and bounds and there have been new techniques being unveiled everyday making the process better and efficient. It is up to business to decide whether to opt the natural route to pay for ads and get listed. This decision is purely based on the marketing budget available with a company.

Companies, now-a-days, have been engaging content writers and digital marketers who are adept at using the right keywords depending on the context and the type of the offering. This in itself has become a separate business.

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MWM gadgets & toys NEST PROTECT MAY BE THE ONLY SMOKE ALARM THAT DOESN’T ANNOY YOU This is a little box that will give you warnings in a human voice as to what’s going on in your house. If you have multiple, it can tell you which room has smoke or carbon monoxide in it. There is an LED ring that will change color according to the situation you face. Green for when all is right with the world, yellow for when it wants to warn you of a potential hazard, in which a voice will tell you what’s going on, and red light paired with an alarm that means you need to get out right away. When it’s in its yellow stage, you can wave a hand at it, and it will shut off.

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Nymi – Opening Doors without Check out Hyperjuice 2, an amazing little external Skipping a Beat battery pack for your Macbook, iPad, iPhone or Smartphone. The Hyperjuice 2 isn’t just your everyday back up battery, this attractive aluminum box is quite possibly one of the world’s most advanced battery packs, Equipped with 2 high power 10W (5V, 2.1A max) USB ports that can charge any 2 USB devices (even 2 iPads) simultaneously! http://www.coolest-gadgets.com/

Did you know

A strange but interesting Kickstarter project has turned up that is called the TapTap Wristband.

The project aims to create a bracelet that can be linked to another bracelet allowing you to express your love from afar. The TapTap Wristband is designed only link to one other wristband. The developers of the project say that they aim to create a secret universe only for two people to access.

The wristband itself has a plastic module and hypoallergenic silicone slap bracelet strap. The device is charged using a micro USB port and has a spot that you can touch to make a vibration on your partners bracelet. The tap comes from a vibration motor.

The bracelet requires Bluetooth connectivity to a smartphone supporting Bluetooth 2.1 or 4.0. The bracelet will be compatible with the iPhone 4S and iPhone 5 and up. It will also work with any Android smartphone featuring Bluetooth 2.1 or higher. The bracelet measures 1.9 x 0.7 x 0.5inches and weighs 1 ounce. The battery is good for seven days of use on a single charge. A full charge takes 80 minutes. The bracelet can be turned off when you can’t be bothered. The project has 36 days to go and is seeking $130,000. So far, it has raised over $11,000 and a pledge of $60 or more will get you a pair of the bracelets, assuming the project funds.

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The 80's arcade game Phoenix was the first game ever, to introduce the concept of end-level bosses. The game had players shoot their way through an alien mothership's defences.

Feature Article

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..

INTERNET MARKETING â&#x20AC;&#x201C;

BLOGGING By: Kirk Palmer The advent of the internet and social networking platform has revolutionized the marketing landscape.

Traditional marketing principles, such as pamphlets, flyers and door-to-door marketing have lost sheen and a new wave of digital marketing has taken over the coveted position of traditional marketing techniques. It wouldnâ&#x20AC;&#x2122;t be surprising if in a few years from now paper ads and pamphlets become a thing of the past. Such is the speed with which digital marketing has been spreading its tentacles.

Blogs allow businesses to feature images of their offerings and give detailed benefits and advantages of using their products/offerings. A blog fundamentally gives the business a lot of freedom in terms of content and images that can be used to attract customers to make their first purchase.

Social media platforms such as Facebook and Twitter have completely changes the way companies market their products. The reach and the impact provided by internet marketing channels is immense and companies have a separate department that now takes care of Internet marketing strategy for a company.

Blogs are one such digital medium through which businesses have started spreading word about their offerings and promoting the value proposition that customers get by being associated with the company.

Blogs allow businesses to feature images of their offerings and give detailed benefits and advantages of using their products/offerings. A blog fundamentally gives the business a lot of freedom in terms of content and images that can be used to attract customers to make their first purchase. Businesses can also include short videos and commercials featuring the offerings and request comments from visitors in order to understand the pulse of the customers. A blog also allows businesses to run polls and contests on the blogs and offer gifts to visitors in terms of free coupons in order to create awareness and spread word about the business.

Blogs are also a great way for businesses to interact with end-customers. By providing the option of forums on a blog, businesses can understand the unstated needs of their customers and can work on improving their offerings and products on similar lines.

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MWM tools

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> Books, Courses, Software, Tools and other Resources to help you succeed online.

Make Money Online: 7 Secrets of Internet Marketing to Build your Business quickly and easily From Home (Make Money From Home) By: Tom Norwood

My name is Tom Norwood. I have been running my own businesses for over 15 years and my main business turns over more than a million dollars a year thanks to the power of internet marketing.

If you are sick of working for someone else for a living then I am here to help you turn almost any business idea into a successful, thriving money-maker that will allow you to make money from home and provide you with a permanent stream of income well into the future (even when you're not working!)

This is what I'm going to teach you: 1. How to do keyword research to discover both the demand and the competition for any particular niche.

Whatever your business ideas is, make sure you choose a high demand, low competition niche from the start and not waste valuable time and money.

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3. How to make money from home by finding physical products or services to sell (depending on the business you've chosen) and how to monetize your website even more by selling advertising and information.

4. How to write effective web copy and create a website that will SELL. You don't want a website that looks flashy, you want a website that will move your products or services faster than your best salesman, 24 hours a day 7 days a week.

5. How Google's algorithm works. Armed with this information, you can get your website up to the top of Google's search results for practically any keyword you choose, and get thousands of new customers.

6. How to make even more money from home by using mailing lists, autoresponders, social media and other tools to keep in touch with your customer base and keep them coming back for more!

7. How to use analytics, statistics, and conversion tracking to refine your system and make your website convert even better - making you more money than ever before.

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Clickbank Affiliate Marketing Profits Right Now By: Corey Frankosky About Me: I am Corey Frankosky and I have 5 years of experience with SEO, affiliate marketing, and blogging. A year ago, I graduated from college with a degree in Information Systems and decided to go for my MBA. In August of 2013, I graduated from college with my Masters in Business Administration.

About this book: This book is helpful for internet marketing, affiliate marketing, and Clickbank success. One of the most important things to keep in mind is that this book is helpful whether you are promoting Clickbank, Commission Junction, Amazon, Clicksure, JVZoo, or even Linkshare products. While much of the early detail involves Clickbank, the promotion methods I describe can be translated to any type of affiliate product. My goal is literally to teach you how to make money online, and I give you some ideas that have worked for me and still continue to work for me.

Article Kevo – The Ultimate Article Submitter Software & SEO Link Building Tool The whole idea behind Article Kevo is simple. It was designed to allow users to submit articles to a lot of different sites, as easily and as efficiently as possible. Once you set it up initially, AKV can run for hours and hours on autopilot, submitting articles, bookmarks, profiles, building backlinks and giving your websites the exposure you want – all while you sit back, relax and perhaps sip Martini by the beach. Try it.

Article Kevo (also known as AKV) is an advanced article marketing software released in 2012. With AKV, you’ll never worry about running out of sites to submit articles to. AKV currently supports 24 platforms you can submit your links to!

Did you know:

?

One of the biggest leaps in Google's search engine usage came about when they introduced their much improved spell checker giving birth to the "Did you mean..." feature. This instantly doubled their traffic.

Market Samurai

Market Samurai is an SEO tool that focuses in on streamlining the search engine optimizations process and getting rid of unnecessary steps that may bog down your motivation to expand your website's reach. This service is easy to navigate once you sign up for the full version. It's best to not let the website overwhelm you with information. It's extremely messy and nearly impossible to follow, but once you are a client, it doesn't take much effort to find the right keywords for your site's SEO. This service is a great keyword generator. You can track the ranking for certain keywords, target keywords and buy domains for your keywords. Market Samurai will also find variations on root keywords in each category that apply to your website and show you each keyword's popularity based on search results. This service will give you plenty of groundwork if you can't find other ways to find popular keywords and terms.

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MWM videos http://makingwebmoney.com/videos

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Feature Article .

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INTERNET MARKETING – YOUTUBE MARKETING

http://www.youtube.com/watch?v=0CaUcIwPsH8

http://www.youtube.com/watch?v=EYN1BjtZ6nc

By: Chris Sandler Marketing plays a very important role in creating visibility for a company, promoting its offerings/products and conveying the firm’s value proposition to customers. All marketing activities are aimed at a target group of customers and it is very important for companies to ensure that marketing strategies help in communicating the message to the intended target group of customers.

YouTube is one of the most powerful social media tools that has a widespread reach and a phenomenal impact. Marketers are effectively using this medium to feature their offerings through new ads and also to advertise deals and discounts.

Companies have also started releasing their commercials directly on YouTube channels without spending much on television slots. Good ads garner immediate ‘likes’ by the public and in a few hours’ time the ad goes ‘viral’. The reach and following that YouTube has is simply amazing and this is both the strength and the weakness of the medium. Since YouTube provides the option to share links, companies are exploiting this particular feature to gain maximum mileage for all their marketing efforts.

Businesses can derive maximum benefit by promoting their products, services and offerings through YouTube as the time taken to reach the intended audience is almost immediate. Equally quick is the response mechanism. The strength of this medium lies in the fact that all good things are communicated at lightning speed to customers located all across the globe. The weakness of this medium is that negative feedback and reviews spread even faster than positive feedback thereby creating a dent to the company’s revenues leading to a decline in sales.

On the whole, the positives of YouTube outweigh the negatives and hence this is still considered one of the best internet marketing channels that can be used to sell/promote products. A properly designed internet marketing strategy will help businesses unleash the true power of this marketing medium.

Businesses can derive maximum benefit by promoting their products, services and offerings through YouTube as the time taken to reach the intended audience is almost immediate. Equally quick is the response mechanism.

MWM Q & A

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SEO COPY MANAGER RICHARD HOSTLER TALKS IN-HOUSE SEO COPYWRITING

By Tracy Mallette About Richard Hostler Richard Hostler writes engaging copy that generates sales. He is currently the SEO Copy Manager at Brookstone, where he connects online customers with the best gadgets and gifts. When he’s not writing, Richard can be found training for and racing triathlons around New England. You can follow him through his website, LinkedIn or twitter.

“If you want to score points with your customers or clients, you have to write interesting, informative and engaging content.”

-Stephen Colbert

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Brookstone SEO Copy Manager and Ironman (he completed the triathlon in July), Richard Hostler takes time out of his work, and workout, schedule to answer our in-house SEO copywriting questions.

Brookstone has such a great “voice” for product descriptions. How was this style developed, and what do you recommend to other in-house copy teams who are trying to determine their company voice?

We’ve come a long way from our early days of selling specialty tools via mail order. Back then, it was much simpler to communicate with customers in a single voice.

As our product lines and business evolved, so too did our voice. Now we interact with customers across the country through our stores, catalogs, and email programs, and around the world via our website. Maintaining a single voice across all these channels can be tricky. We strive to keep all our copy informative and engaging, but most of all, fun. After all, we sell fun stuff. Our copy should reflect that.

Brookstone does SEO copywriting right. Do you have a formula down for creating your site content or tips for other copywriters to improve their style and technique?

One point I like to emphasize whenever I talk about SEO copywriting is that it has to be good copywriting first and foremost. Sure, you have to choose the right keywords and employ best practices in your site architecture, but that’s just loading the bases. If you want to score points with your customers or clients, you have to write interesting, informative and engaging content.

Since you aren’t the only one writing the copy, how do you convey the Brookstone style to your writers?

I encourage all writers to keep it simple. Advertising copywriters and SEO copywriters often overthink and overwrite their copy. Our writers need to find whatever is fun and unique about the product at hand and write around that. We have to get to the point quickly to catch the eyes of shoppers who are browsing online, but also tell an engaging enough story to keep the interest of customers who read all the way to the end. Once new writers understand how to keep their copy fun while writing short and long at the same time, they’ve pretty much got the Brookstone style.

What do you look for when hiring an SEO copywriter?

I look for three things. First, I look for a strong writer. This is by far the most critical trait. SEO is something that can be taught. Good writing isn’t. Second, I look for someone who understands the dual nature of SEO copywriting. We are writing for both the spiders and our human readers.

Some people get tripped up here and have trouble communicating with both audiences fluently. Finally, I look for someone who really wants the position. I have interviewed dozens of writers over the years who haven’t researched me, my company or our products. If they won’t take the time to prepare for an interview, I have to question whether or not they will put in the research time necessary to be an effective SEO copywriter.

What advice do you have for writers (SEO or otherwise) looking for an in-house copywriting gig?

If a company has an in-house writing team, it will also have plenty of copy for you to check out. Whether this is print ads, catalogs, articles, retail signage, instruction manuals, technical pieces, emails, or any kind of web content, you can use it for two important purposes. First, you can decide if the company’s product set and/or style are a good fit for you. It’s very difficult to write engaging copy day in and day out about something that doesn’t interest you.

Second, and this goes back to my answer to the last question, you can use the published copy to better prepare for your interview.

So, you asked me this question during my Brookstone interview. Now, here it is back atcha! What ís the best writing advice you’ve ever received?

Don’t take others’ criticism and editing personally. I had real trouble with this when I was getting started in my writing career. I would pour myself into a piece of ad copy or spend days on an article only to have it torn apart by someone higher up the food chain. It’s hard not to take that kind of beatdown personally, but that’s exactly what you have to do. Clients and in-house partners are often unclear when giving instructions for a project. I find that it requires a completed first draft before clear direction is given. Accept the perspective and criticism of others and don’t get defensive about your copy.

After all, there’s plenty more (or at least there should be plenty more) where that came from.

Who is your writing inspiration?

My own special odd couple: Dr. Seuss and David Ogilvy. Dr. Seuss twisted, shaped, deconstructed and invented language to create stories that were fun to read and listen to but also touched on some pretty serious subjects. SEO copywriters do the same thing to some extent. We have to come up with creative ways to write around sometimes awkward keywords without offending our readers. David Ogilvy, on the other hand, was the father of advertising as we know it. He worked with big-time clients and wrote many iconic headlines. I have a Divid Ogilvy quote hanging on my office wall to remind me that I am a copywriter first and an SEO copywriter second.

What are the biggest challenges faced by in-house SEO copywriters and how do you overcome, or work around, them?

In-house work brings with it a measure of security and daily routine that can be equal parts benefit and stumbling block. It’s easy to settle in and lose touch with the latest SEO developments. It’s important to keep yourself informed and to constantly hone your SEO copywriting edge. SEO has a short and rapidly evolving history. It’s easy to fall behind.

Is there anything you want to add that our copywriting readers should know?

We have seen some major changes from Google over the past few weeks: all queries switching to “not provided” and the hummingbird update. As with most shakeups from Google, a certain amount of uncertainty has surfaced in the blogosphere. I, however, don’t believe this is a time to panic. In fact, I think it’s a great time to be an SEO copywriter. More than ever, Google is making content king when it comes to search. We may not have the same metrics we’ve relied on for years, but the nature of SEO is the same. Sites need rich, engaging content that feeds the increasingly important knowledge graph. As SEO copywriters, we are the ones who will write this content and help drive the future of search.

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Feature Article ..

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Internet Marketing â&#x20AC;&#x201C; LinkedIn Groups By: Ben Spark

Internet Marketing has changed the face of the marketing industry. What was once considered to be a long drawn out and cumbersome process has now taken a new shape. Traditional marketing techniques such as using the print media, pamphlets and door-to-door marketing are no longer considered to be attractive and yielding results. The marketing industry has evolved with the Information Technology and has now grown to be a world of its own where an effective marketing strategy depends on the skill and tact of the business in exploiting the potential offered by internet marketing.

LinkedIn group is on such social platform that allows professionals to stay in touch with one another.

New businesses are using this channel very effectively for marketing purposes. Businesses are creating groups on LinkedIn and disseminating useful and resourceful information to users that is related to the product/ offering. Companies are taking enough care to ensure that the content published on the LinkedIn group is not available on the internet. For this very purpose it is essential for users to log into that particular group for information.

By making it mandatory for users to log into the group, companies are effectively grabbing the mindshare of the customers. Brand visibility increases and the company gets noticed by potential customers. Since the information provided by the group is resourceful and adds value to users, companies succeed in retaining user interest and slowly build brand value over a period of time.

While this trend is not largely prevalent, it definitely is catching up and it wouldnâ&#x20AC;&#x2122;t be long before all companies use a LinkedIn group to increase their presence and get noticed among potential customers. The advantage of LinkedIn group is that most of the corporates are present on LinkedIn and hence the chances of getting noticed are higher when compared to other social networking platforms.

By making it mandatory for users to log into the group, companies are effectively grabbing the mindshare of the customers. Brand visibility increases and the company gets noticed by potential customers.

MWM marketplace

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MWM contributors Alex Bishop Since the young age of 22, Alex has dedicated a large portion of his life to learning and also teaching others how to make money online.

Melissa Cruise Melissa Cruise has been working online since 2006. She specializes at Search Engine Optimization, but she also likes writing about other internet marketing subjects.

Tracy Mallette As Blog Editor for SEO Copywriting, Tracy curates content for the weekly SEO Content Marketing Roundup, edits all blog posts, secures weekly guest bloggers, writes Q&As with leading industry professionals and coordinates the editorial calendar.

George Moss George Moss has over 5 years of experience in the SEO industry. He shares his knowledge through substantial articles and he helps those who want to earn online.

Jane Murray Jane Murray started her sales and marketing career as a telemarketer in the year 2002. Becoming one of the highest ranked closers in her facility, she learned the ropes quickly and was soon promoted to trainer.

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MWM contributors Kirk Palmer Kirk Palmer is has a successful information publishing business covering internet marketing and other specific niches. He specialises in offering information with answers to many "how to" problems.

Anne Paltrow Anne Paltrow is a freelance writer, SEO expert and entrepreneur.

She conducts trainings and seminars all over the world to help businessmen make the most of the Internet.

Lawrence Quinn Lawrence Quinn is an expert when it comes to Internet marketing. He is interested in sharing his life experience and in promoting quality products on the internet that are aligned to his interests and expertise.

Chris Sandler Chris Sandler has been a professional online marketer for the past 15 years offering free training and marketing tips to his readers. He enjoys helping others find the success they are looking for and asks nothing in return.

Ben Spark Ben Spark is a copywriter and he creates informative articles about anything under the sun: events, Internet marketing, social media, financial planning, real estate and a lot more.

INTERNET MARKETING â&#x20AC;&#x201C; E-MAIL MARKETING By: Jane Murray Finally, Internet Marketing has come of age. Companies are hiring separate teams to chart out strategies for internet marketing.

Such is the impact of this channel on the end-customers. With penetration of telecommunications and the availability of broadband internet connections, digital marketing strategies have completely changed the face of the marketing landscape. The primary reason, for the evolution and growth of internet marketing, can be attributed to the accessibility of internet through a variety of devices such as PCs, laptops, mobile phones and tablets. People are digital most of the time and hence well-devised internet marketing strategies are a runaway hit.

E-mail marketing is one type of internet marketing. Personalized emails are a powerful and affordable means of retaining existing customers, developing new customers and at the same time crating a visibility for the brand/business. E-mail marketing campaigns are designed by professionals based on a wellthought out plan. Templates and content are designed, developed and put â&#x20AC;&#x201C;together as part of the strategy. Once everything is in place, a campaign is kicked-off by broadcasting these emails to identified recipients.

While mass email campaigns are generally not well-received by customers, personalized emails are sure to garner a positive response. The reason is that in a personalized email marketing effort the content is focused and designed to attract one particular customer.

While mass email campaigns are generally not wellreceived by customers, personalized emails are sure to garner a positive response.

The reason is that in a personalized email marketing effort

the content is focused and designed to attract one particular customer. Hence, the impact created is huge.

Also, in a personalized email campaign the mail is delivered directly to the intended customer and hence has more influence on the customerâ&#x20AC;&#x2122;s purchase decision.

Also, one other benefit that marketers gain out of using an email campaign is that analytics can be generated to analyze the effectiveness of the strategy. Based on the effectiveness, marketers have the freedom and flexibility to alter various parameters of the campaign in order to develop and nurture a customer.

In a nutshell, no strategy can be better than something that has a direct touch point with the customer.

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INTERNET MARKETING – REFERRAL MARKETING By: Lawrence Quinn

The dynamics and the science of marketing has been evolving continuously since the inception of digital marketing. Companies are leveraging digital marketing channels in a big way to promote their products and build brand awareness. Digital channels have enormous reach and impact that traditional marketing techniques lack and cannot achieve. While it is all powerful and result yielding, it is imperative for companies to put in a place a proper internet marketing strategy in order to see an increase in sales and subsequently revenue.

While selling their own products in one way of marketing, another way of marketing is upselling and cross-selling of products. This has been in existence since the early days of marketing. But a rather new trend that has caught the fancy of marketers is the concept of referral marketing or link marketing. This is a new type of marketing wherein the products of a different company/business, closely related to a company’s product, are promoted through the company website. In short, company A, through its website, gives a referral to the product of Company B and vic-versa. This marketing is done through links on the website.

In the digital marketing arena this is also referred to as ‘link marketing’ since URLs are used to promote products.

Referral marketing does yield results if carried out in the right manner with a well-planned approach and strategy. A car dealer may promote a car shampoo through their website and earn commissions for referring the shampoo to its customers. Similarly a shoe company/business may tie-up with a textile brand and promote the combination as an ideal package to its customers.

By adopting the strategy of referral marketing, companies are mutually benefitted and both the companies develop a strong customer base and an appreciable mind-share of the customers. This strategy especially works for products/offerings that have not been successful as stand-alone products/offerings.

By adopting the strategy of referral marketing, companies are mutually benefitted and both the companies develop a strong customer base and an appreciable mind-share of the customers.

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Internet Marketing â&#x20AC;&#x201C; The New Age Marketing Medium By: Anne Paltrow

Marketing is the route through which a company communicates its products and value proposition to customers. Hence, it is very important to develop the right marketing strategy that encompasses a mix of both traditional and online marketing techniques.

While traditional marketing techniques have lost sheen and are rarely adopted by companies, online marketing has become the latest buzzword in the marketing industry. Companies are focusing big time on promoting their products online and reaching out to far-flung customers across the globe.

A decade back, when only traditional marketing techniques existed, it was difficult to understand and comprehend customer preferences, like and dislikes. Today, with the evolution of Information Technology, companies have identified ways and means to trace and track customer preferences. This has been possible for companies as they have moved from traditional paper based marketing to internet marketing based strategies.

Internet marketing involves the use of various techniques such as personalized email campaigns, Search Engine Optimization (SEO) based content and websites, Search Engine Marketing (SEM) techniques and promotion on social media platforms such as Facebook, Twitter and LinkedIn. There are specialists and specialized firms who are experts in designing strategies for internet marketing.

With internet being accessible through a variety of devices such as PCs, laptops, palm tops, tablets and a number of handheld devices and with the number of internet users growing exponentially each year, it would not be long before internet marketing becomes the primary channels for companies to reach customers, attract them and influence their purchase decisions.

Firms with deep pockets outsource their internet marketing to third party firms who have marketing experts to take care of the firmâ&#x20AC;&#x2122;s requirements. Internet marketing based strategies have struck a chord with marketers because of the amazing reach and the impact that this medium provides. Also, the expenses incurred on internet marketing based strategies are relatively lower when compared to the amounts needed to market using the traditional techniques.

With internet being accessible through a variety of devices such as PCs, laptops, palm tops, tablets and a number of hand-held devices and with the number of internet users growing exponentially each year, it would not be long before internet marketing becomes the primary channels for companies to reach customers, attract them and influence their purchase decisions.

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MWM back story

DEREK PACQUE FOUNDER OF COATCHEX â&#x20AC;&#x201C; AS SEEN ON SHARK TANK

Derek Pacque is the founder of Coat Chex, a franchise ticketless coat checking system for events. Derek appeared on ABCâ&#x20AC;&#x2122;s Shark Tank (season 4) where he surprisingly turned down a $200,000 investment deal from billionaire investor Marc Cuban. For those of you who are familiar with the show understand why that moment was one of the most rare and unusual situations in the history of the tank. From this interview Derek talks about he how he started the company and of course his reasoning for turning down this one in a lifetime offer.

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It’s important to be confident in your valuation of the company and be able to explain that valuation.

Second, knowing what you’re looking for in a partnership is important (money or business partner, i.e.).

Q: What’s the startup story behind CoatChex, where did the idea come from?

Derek: The idea behind CoatChex was born in the bars and nightclubs of my college town, Bloomington, Ind. I loved to go out with my friends, but could never decide on if I should bring a coat or not because coat check stations were not readily available in any of the local venues. What was better: freezing in line or risking potentially losing my coat at the bar? After one such incident of losing my pricey coat, I knew something had to be done.

I consulted with the local bar and nightclub owners on why they didn’t offer a coat check. More often than not, venue owners viewed coat check stations as too time consuming, too much liability and too little additional revenue to be worth the effort. That’s what prompted me to start Hoosier Coat Check LLC, a ticketed system I ran at a couple of local bars. I began to learn all I could about the industry and gain experience. Hoosier Coat Check did well, and made $90,000 in sales with 50 percent profit margins. However, there was one thing that stood out with this system – the tickets were a problem.

I began thinking of ways to streamline the coat check system and make it easier to operate and more efficient. It was clear the industry needed to undergo a revolution. In December 2011, I partnered with my business professor Gerry Hays and we worked together to invent what we now know at CoatChex.

CoatChex is a company whose comprehensive, turn-key system – including the ticketless Digital CoatChex System and the mobile CoatChex Keg – allows for coat check stations to be more conveniently operated and managed at any event or venue. CoatChex is focused on bringing innovation and value through today’s technology to an industry that hasn’t been touched in decades. The patentpending process optimizes coat check-in and retrieval functions and reduces the risks that I found to be commonly associated with checking coats, making it the hassle-free solution to running a secure, profitable and efficient coat check station.

Q: Why did you decide to go on ABC’s Shark Tank, and how has it change your life and business?

Derek: Our initial reasoning for applying stemmed from a “why wouldn’t we?!” question. Maybe we went on the show too early, but we weren’t going to turn down the chance to pitch to the “shark” and have more than 7 million of people see us. Since appearing on the show, we’ve received hundreds of requests to use our products at venues and events literally all over the world.

Q: Tell us a little bit about the application process, what was it like when you applied for the show?

Derek: We created a satirical video comparison between myself and Mark Cuban, since we were both IU Kelley grads who started a successful business in college; my idea had made $50,000 in its first five months. We were one of 30,000 applicants, so we had no idea we’ve make it on the show. Before we knew it, we were pitching to the “sharks”.

MWM 43 Q: Share some tips and advice for entrepreneurs on pitching new ideas to investors?

Derek: Aside from knowing your business model and its industry like the back of your hand, there are a few things we made sure we had a good grasp on before pitching to the “sharks” on the show. It’s important to be confident in your valuation of the company and be able to explain that valuation.

Second, knowing what you’re looking for in a partnership is important (money or business partner, i.e.). Also, be ready to discuss a realistic split of ownership. How much is too much to give away? It all goes back to knowing what your business is worth, where it’s going and what you are really looking to get from the possible investment.

Q: Looking back if you could do one thing differently on the show what would it be?

Derek: I wouldn’t change our process at all. We went in as prepared as we could be at the stage we were at as a business.

We were confident in our valuation and knew what we were looking for, so when it didn’t line up just right, we weren’t afraid to walk away.

Q: Why did you pass on the chance to close the deal with Marc Cuban and do you still feel the same way today?

Derek: The timing just wasn’t right. We were still early in development, but we weren’t going to turn down the chance to pitch to the “sharks” and have more than 7 million of people see our product and service. As a startup, we want to continue to build our brand, test our system and prove our business idea.

Handing over 33% stake that early wouldn’t have been the best decision.

I have a lot of respect for Mark Cuban, but the offer would give too much of our business away too early. For us, it’s all about timing and it didn’t feel right. He has great connections and could do a lot for us, but right now we’re focused on CoatChex and how we can continue to prove and improve our ticketless system and bailment system technology. At some point down the line, maybe we’ll be in a position to work together.

Q: What are some of the project you are working on now, and what can we expect from CoatChex in the next 5 to 10 years?

Derek: Right now, we’re focused on signing on new contracts with events, venues, nightclubs and bars across the Midwest.

We have several on board and hope to continue to grow our roster. Eventually, we see CoatChex as a franchise option for entrepreneurs wanting to start their own station. In addition to our coat check system, we plan to roll out our bailment system technology into other scenarios, like valet parking and dry cleaning to name a couple.

Q: Say I was pitching to the Sharks tomorrow what advice would you give me?

Derek: Know your business inside and out, as well as know its industry and its needs. If you can’t explain your product or service, you don’t stand a chance. Other than that, it’s important to know the value of your company and be able to build a case for the value you declare, and also, know what you want from the investment, what you hope to get out of it and what kind of stakes you’re willing to give away.

Q: What’s the most valuable lesson you’ve learned from this experience?

Derek: Building a company can’t be done alone. It is really important to bring in the right people who believe in the business and believe in you…whether it is an advisor, teacher, employee or investor. If you have the right team, you have a better chance of building a business that lasts.

Q: What’s your definition of success?

“Building a company can’t be done alone. It is really important to bring in the right people who believe in the business and believe in you…whether it is an advisor, teacher, employee or investor.”

Derek: Success is being happy and solving problems while reaching life goals.

Q: What is your favorite entrepreneurship quote?

Derek: “Entrepreneurship is living a few years of your life like most people won’t, so you can spend the rest of your life like most people can’t.” (Anonymous)

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