The Many Forms of Web Marketing for the 2007 Web Strategist - The Diigo Meta page

• 08 Jan 09
  

  Roberto Suarez

  marketingdigital

• 24 Dec 07
  

  dyhatchett
  • The notable attributes include a ‘community’ or ‘viral’ and ‘conversational’ tone to them.
  • I) Tagging, Collective Tools
     I’ve discussed how tagging can be used to harvest marketing intelligence as well as help your SEO results. See using Delicious for Market Research. Properly tagging content as well as researching how tags are used will help communities find your content.
  • H) Instant Messaging, Presence
     Clever marketers are figuring out how to involve real time conversational media using Instant Messaging tools, presence, and status tools, such as Twitter. These tools tie to online and mobile devices. My experience with Generation Y is that they are using IM as their primary way to communicate over all other mediums.
  • G) Online Video
     While Online Video has existed for many years on the web, it’s most notably been gaining traction from the video blog, or video sharing sites of great popularity such as Google Video, or it’s recent acquisition YouTube.
  • F) Widget Marketing
     Widgets are light weight web applications that are being embedded in websites, blogs, forums, and social sites.
  • D) Podcast Marketing
     Many corporations are reaching their community though on demand content on mobile devices, the key to this medium is certainly in the ‘pull’ strategy.
  • B) Social Networking, Forums, Wikis, Collaboration
     I’m tying these two together as both features are starting to merge in many modern versions. While founded from early usenet days, forums allow for communities to form around similar ideas and collaborate. Approximately 33% of companies deploy forums. Wikis have also been used to tie industries together as well as. Savvy marketers are starting to also realize the power of social networking sites in every flavor of focus, including image sharing sites like flickr for marketing.
  • 5) Community Marketing and Social Media Marketing
     eMarketer’s research indicates that this is the fastest growing area of growth for Web Advertising and Marketing is in the Social Media space. In my experience, the awareness rate is around 30% and deployment 10-20% for most corporations.
  • C) Sponsorship and /Cross branding/Affiliate
     This is a method of promoting your brand with the right audience in which the property is rewarded for integrating your brand. This can occur on content sites, shows, media properties, blogs, podcasts, and just about everything else.
  • 4) Brand Extension
     This is not a new concept, it’s simply been applied to web properties. The concept is simple, where your audience is, your brand should be also.
  •  C) Syndicated Content and RSS
     I lump Syndication into this category as I see it as being an evolution as marketing shifts from Push to Pull. RSS is quickly becoming a method where users can opt-in for additional content. For more information start with Six RSS Resources for the Internet Professional or Web Strategist
  • A) Email Marketing
     While certainly not completely native to the web, they certainly are tied. Modern email campaigns (sometimes even direct marketing) involves barely personal emails blasted out to indviduals on a mailing list. These modern versions typically have the option to be HTML based, and have hyperlinks brining users back to the corporate site or Microsite. I hear the conversion rate for these are 2-5%, and typically deploy a positive ROI. Having spoken with many Web directors and Marketers, this is a task best suited for an outsourced vendor.
  • B) Search Engine Marketing (SEM)
     Frequently, companies will hire a specialized search company to purchase keywords that will help drive contextual links in search results. These ads are contextually displayed based upon the search query.
  • A) Search Engine Optimization (SEO)
     Many web groups at large corporations have a document, a process, or even a dedicated resource who’s goal is to make sure web content is easily found, indexed, managed and correctly served in search results.
  • 2) Search Marketing
  • F) Regionalization
     In today’s global web, websites are translated, reformatted and segmented by region, culture, class. Be sure to focus on France, China, Japan as fast emerging languages. Also see report on internet usage in third world countries.
  • D) Interactive Web Marketing
     The web is more than a ‘read only’ medium, unlike other mediums, companies can make the website interactive, encouraging a new dynamic of engagement. There’s a variety of technologies to use from uses of Javascript, AJAX and Flash based.
  • C) Microsites for Segmentation
     Typically deployed around new product launches or campaign focuses, or specific market segments, these often short term websites are used for calling specific attraction. They typically have a unique URL and are tied to an integrate campaign. See Microsoft’s Origami microsite. Caution: some companies overly deploy these microsites and end up with a distributed and unfocused web strategy.

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• 18 Nov 07
  

  juefengge

  avon wiki

• 

  Diana Harrelson

  ad web work marketing

• 06 Oct 07
  

  ladislau girona

  les difernets formes del mk a Internet

  marketing web2.0 estratègia

• 

  Jorge Barba

  marketing strategy socialmedia business

• 05 Oct 07
  

  Kenji Kurogawa

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  avianto

  articles blogs business marketing media tips web2.0 web

• 29 Sep 07
  

  Stel

  goodblogsite ims_marketingstrategy marketing strategy

• 26 Sep 07
  

  Lauren Vargas

  Primer

• 23 Sep 07
  

  Zoli Erdos

  marketing web web2.0 webmarketing

• 21 Sep 07
  

  peter Mckenzie-Jones

  strategy marketing internet

• 19 Sep 07
  

  Kami Huyse

  The many tools and tactics available for corporate web strategy in 2007.

  Strategy Tools SocialMedia Marketing Tactics Delicious

• 16 Sep 07
  

  Emanuele Quintarelli

  2007 jeremiah owyang marketing 101 web marketing web strategy

• 21 Jun 07
  

  Armando Alves

  internet marketing strategy online_marketing

• 22 Feb 07
  

  Andy Brudtkuhl

  This document catalogs the many tools and tactics available for corporate web strategy in 2007. Even if your strategy or resource limitations restrict you from entering all spaces, awareness of the changes in our digital landscape are critical.
  
  This do

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• 18 Feb 07
  

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• 07 Feb 07
  

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