Internet Marketing? Online Marketing? E-Marketing?
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Published by Webbers Communications, © 2000.

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T H E   E - M A R K E T I N G   D I G E S T   W E E K L Y
Discussing & Defining Internet Marketing. Since May, 1997

Edited by Gary K. Foote & C.J. Foote
ISSN 1522-6913
Volume #2,Issue #310
Monday, August 10, 1999

The EMD Weekly is *the* online marketing publication with
something for *every* internet business, whether newly formed or
online 'forever'. Print this issue out and take it to lunch
today... learn something and get ahead! And, thanks in advance
for passing this issue of the EMD Weekly on to a few colleagues.

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In This Issue

+ Sponsor Message
   - "The Affiliate Program Software"

+ Editor's Corner
       + Gary K. Foote

+ Our Readers Speak Out
    - "Why I'm Converting my Site to PDF format"
        + Roy Sizewitz
        + Editor's Comment

    - "Using Content to Establish Credibility
       with Prospective Purchasers"
        + Mel Thompson
        + Editor's Comment

+ Sponsor Message
   - "Search Engine Watch"

+ EMD Marketing HelpDesk
    - "Learning HTML"
        + Claudia Hafling
        + Editor's Comment

+ Pointers
    - #1: Article : AltaVista ends paid search practice
    - #2: Article : New Ad Reporting Service Gives
                    Web Marketers Strategic Edge
    - #3: Study   : Ad Spending to reach $32 Billion

 + EMD Weekly Member's Poll
    - "Which of the following methods of
       marketing/advertising do you use?"

 + Items of Note
    - "Stan Lee Media and eCommercials"
        + Gary K. Foote

+ To Post to The E-Marketing Digest:

To Post to The E-Marketing Digest:

Editor's Corner

Hi Everyone,

I'd like to open a new thread for discussion here in the EMD.  It
has to do with the size of the businesses you use to outsource
work to, and what standards you apply to choosing them.

I wouldn't, under normal circumstances, hire a large corporation
to do outsourcing work for Webbers Communications.  Webbers is a
small company and, as such, often has need for talents not
represented in-house.  We have built a 'pool' of sub-contractors
whose talents fill the holes in our own.  These sub contractors
are all small companies - in fact, many are one-person

Why do I choose them over larger entities?

    Because of their flexibility and responsiveness to changes -
    things that are not often present in larger, more
    bureaucratically driven entities.

    Because they are 'hungry' and willing to go the extra
    distance to make each project the best they possibly can.

    Because it is likely I will have the same contact person
    throughout a project.

    Because I am able to build a personal relationship with these
    small companies, rather than being considered 'just another
    client' as many larger entities do.

I wonder about the implications of this, assuming my own
preferences are similar to the majority of BtoB service
purchasers.  Does this signal a trend towards downsizing or am I
thinking opposite of trends?  Are larger BtoB service companies
going to become the leaders instead of the smaller providers?

What standards do I apply in choosing them?

    Their ability to understand the project at hand without going
    over it again and again.

    Their portfolio must show examples of what I need to
    accomplish during the project.

    Their previous customers must not report a negative
    experience, whether it be technically or interpersonally.

    It is also nice when a prospective sub contractor brings new
    thoughts to the project during the discussion phase,
    demonstrating their ability to see the project from a new
    perspective if they are hired.

These are some of the things I consider when outsource
capabilities.  The most important anyway...  I welcome your
opinions on all this.  Your analysis?  Thoughts?

Finally, please take the time to visit this issue's sponsors, The
Affiliate Program Software and Search Engine Watch, as it is our
advertisers who keep the EMD a free resource.  You may follow
links to our sponsors from their links in each issue of the EMD,
or from our Sponsor Resources web page located at;

And now, let's get marketing...

Gary K. Foote, Editor
The E-Marketing Digest

* HELP US BUILD OUR CIRCULATION!  Please forward this issue of
  the EMD on to two friends or business associates right now.

* Our Readers Speak Out

Subject:            Why I'm Converting my Site to PDF format

It's become quite clear to me that the best way to service my
customers is to offer them PDF files from my site. It gives them
instant access to something that they might normally have to wait
a week or more for if it were sent in the traditional manner. And
I believe that the "instant gratification" factor is huge!

What I like about them so much is that PDF files have many of the
same characteristics as HTML documents.

PDF files can be viewed within Netscape and Internet Explorer
windows. These files can then be saved for off-line use or

PDF files can be byte served over the web to faster access larger
amount of information. This process is similar to the process of
streaming of video files so you don't have to download the full
file before you can use/view it. After grabbing the first part of
data, page-on-demand continues to download the rest of the file.
What this means is that a user could, after reading the first
page, jump immediately to the seventh page without having to
wait! It's like visiting a website's home page and your browser
would store the rest of the entire site so you could jump to the
products page without having to wait for it to load.

A combination of HTML and PDF formats enables the information
publisher to serve content to their users in its most useful
format based on the demands of content versus technology.

PDF files need no translation, compression, or filtering on most
popular webservers.

Full-text search capabilities are available for PDF files.

PDF takes document security to the next level. Creators of PDF
files can prevent the copying of text, graphics, making changes,
and printing a document.

Developers can create their own software to read, create, or
modify PDF files without special permission or licensing.

Documents created in generally any program that can print, can
create a PDF document.

PDF files seal the gap that many developers find when they become
frustrated creating content for the web. "I want it to look just
like this! Why can't it look just like as if I make it in (add
program name here)? I know how to do it there!"

All this without being an HTML, Java, or CGI guru.

My belief is that PDF has all the power and all the benefits of
Fax-on-demand and I'm excited about adding it to my site REAL

Roy Sidewitz

Why Settle for Less Than 100% Returns on your Investments Each
and Every Year! Learn "How I Double My Money Annually in the

+++  Editor's Comment  +++

Thanks, Roy, for your detailed reasons for offering a .pdf
version of your site.  I didn't know that web browsers can
display .pdf files.  Their ability to define exactly what your
pages will look like, regardless of browser/resolution, is my
deciding factor.  I think I'll be looking into offering a .pdf
version for many of the sites Webbers Communications manages.

Your Editor - Gary K. Foote

+++  NEXT POST  +++

Subject:            Using Content to Establish Credibility
                    with Prospective Purchasers

Gary, I have been auditing your list for the past year and have
been consistently impressed with the level of discussion.  I hope
you and your readers consider this a worthwhile contribution.

It strikes me that Web marketers, who understand the relationship
between content and credibility, have a decided advantage over
those who do not.

I define content as information of value to a prospective
purchaser and credibility as being made up of equal parts of
expertise and trustworthiness.

So much on the Web . . . permission marketing, building
communities, or simply giving credit-card information revolves
around an initial and ongoing perception of trust.

In an ideal world, a Web marketer's non-promotional content
demonstrates his/her company's expertise and trustworthiness to a
prospective purchaser, creating in the purchaser a perception of
expertise and trust, and moving the purchaser to make, or closer
to making, a buying decision.

In the real world . . .
How does a single-interest entity feature online content that
will be perceived as credible? First, it suspends disbelief by
confessing to a single-interest bias.  One way to do that
positively is to emphasize expertise by using sentences beginning
with "in our experience . . . , from our perspective . . . , or
our experts conclude . . . ."  Then it uses non-promotional
content to demonstrate its expertise and to feature individuals,
companies or opinion leaders who have trusted that expertise.

What content will create/advance the perception of credibility in
a particular market? Generally, if information related to
products/services and the company has value for decision-makers,
it has credibility for them. Specifically, every product has a
purchase path that ends in the decision to purchase.

What are the stages of the purchase path where the perception of
trustworthiness and expertise must be generated?  What kind of
content is appropriate for accomplishing that? For some purchase
paths the right online credible content will be sufficient for a
transaction to take place.  While for others, no amount of
credible content can create enough trust for an online
transaction. A purchase path analysis and an understanding of the
related credibility and content issues lead to insights into just
how far online marketing can advance a sale.

Mel Thompson
Content Audits and Content Strategies for Business-to-Business
Relationship Marketing

+++  Editor's Comment  +++

Hi Mel,

Thanks for sharing your insights with us... and yes, yours is a
most worthwhile contribution.

I believe that the purchase path begins on page one of any site
that is engaged in selling products/services.  And further, I
believe that if credibility is an issue, then content is only
stage one of the credibility building process.

You asked:
"What are the stages of the purchase path where the perception of
trustworthiness and expertise must be generated?"

I think that at every stage 'the perception of trustworthiness
and expertise' must be generated.  First contact [website],
second [e-mail response], third [phone or F2F meeting], and final
[contract/sale].  Anywhere credibility breaks down during this
process it will likely come to an end without a successful sale.

Of course a straight-forward e-commerce site must generate its
credibility online only, as there is usually little personal
contact before the POS.

I'd like other's input on this issue as credibility is of prime
importance to many online marketers.

Your Editor - Gary K. Foote

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EMD Marketing HelpDesk

From:               Claudia Hafling <>
Subject:            Learning HTML


I've been watching your discussion on html manual writing vs.
software. I've used Adobe PageMill to do the only web pages I've
ever done, but have found it very limiting.

Therefore, I want to learn html coding.

Any suggestions as to where I might get that education?  On the
web, perhaps?

Appreciate any responses.

Claudia L'Engle Hafling************************
Media & Marketing Concepts
The Full-Service Marketer
A CFNA Partner Agency
Visit us at
(561)439-1900 * fax(561)968-9630

+++  Editor's Comment  +++

Hi Claudia,

I went on a search for good web-based HTML tutorials and found
several that will do the job, but one in particular caught my
attention as being easy to use and to the point.  The URL is:

Of course, using most any search engine using the keyphrase 'HTML
Tutorial' will yield a fair sized list of resources.

When I learned HTML I did it by example, using the 'View Source'
feature in Netscape to see what web authors were doing.  I guess
that's a good thing because it shows just how easy it is to
learn, so Claudia, jump right in.  It's not as hard as you might

Your Editor - Gary K. Foote

Need help with your online marketing efforts?  Looking
for a particular resource that seems to be eluding you?
Need an answer to an online marketing question?  Let
the EMD Marketing HelpDesk help you find the answers
you need.  Here's the request address...  ask away!;

* Help us build our circulation!  Please pass this issue of the
  EMD on to everyone you know who might benefit from our content.

* Pointer #1: Article

AltaVista ends paid search practice
EMD Rating 5.0

AltaVista has discontinued its practice of auctioning off search

The portal was giving the highest advertising bidder premier
placement on search result pages for specified inquiries. The
auctioned links appeared prominently above other search results
for the specific query.

[PLEASE NOTE: The following URL wraps around two lines.  You will
need to paste it together in your browser window for it to work


* Pointer #2: Article

New Ad Reporting Service Gives Web Marketers Strategic Edge
EMD Rating 4.0

AdRelevance Taps Intelligent Agent Technology to Provide
Immediate, Industry-Specific Data on Internet Ad Spending,
Placement and Creative

[PLEASE NOTE: The following URL wraps around two lines.  You will
need to paste it together in your browser window for it to work


* Pointer #3: Study

Ad Spending to reach $32 Billion
EMD Rating 3.0

Online advertising spending will reach $32 billion in 2005,
according to a survey by The Myers Group, which predicts rapid
escalation in online spending through 2000.


The EMD Weekly Member's Poll

"Which of the following methods of
marketing/advertising do you use?"

With 244 Current Votes [7:04 EDT Aug 10, 1999] responses are;

       Search Engine Positioning (62)           25%
       Paid Banner Ads (28)                     11%
       Free Banner Ads (29)                     12%
       Reciprocal Links (41)                    17%
       One-way Strategic Links (20)             08%
       Newsletter/E-zine Ads (34)               14%
       E-mail Discussion List Postings (30)     12%

After 10 weeks it seems sure that the most important aspect of
any web-based marketing effort is search engine positioning.  In
light of this we hereby provide a link to Danny Sullivan's Search
Engine Watch, a site we highly recommend you subscribe to. It
costs $49 per year and, before you ask, yes, we are an affiliate
of Search Engine Watch.  The EMD will see a bit of your
subscription fees when you sign up.  It's not much, but every bit
helps us cover the costs of publishing the EMD.

Here's the URL:

To participate in the EMD Member's Poll and to keep current on
results go to;

Items of Note

From: Gary K. Foote
Subject: Stan Lee Media and eCommercials

Hi Everyone,

I had planned an interview with Tom blakeley of,
the company providing the technology for Stan Lee Media's
upcoming online marketing 'blitz' for this issue of the EMD.  I
have not yet heard back from Tom, so cannot yet run his, as yet
uncompleted interview.  I will keep after him and hope that I can
publish it [the interview] in the next issue of the EMD.

Your Editor, Gary K. Foote


Give us feedback on how we're doing with the EMD.  Like our
style?  Don't like our style?  Take issue with something we've
published?  Have an issue you want to sound off on?  Well, here's
your chance.  Talk to us!

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The E-Marketing Digest is published by Webbers Communications
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