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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 #327
    Thursday, January 20, 2000

    Take part in the 1999 eMD Member's Survey

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*** Editor's Ramble
    by Gary K. Foote, Editor

Hi Everyone,

Welcome to another issue of the eMD.  I've finally kicked the millennial flu and am back at my
computer working hard, like the good net-a-holic I really am.  But, if I've missed anyone's email in
the past few weeks please excuse me.  I'll be catching up for another week at least.

We're starting to get some good response to the eMD Member's Links Directory, a Member's Resource
page to which you can add your own listings.  Use it to find other eMD members wth whom you can do
business.  Let's pull together as a community and generate some business for each other every day.
List your business right now at...

As always, please take the time to visit this issue's sponsor, "WorldWide Business Exchange ", 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;

Finally, please forward this issue of the eMD on to two friends
or business associates and help us build our circulation.

Now let's get marketing...

GKF, Ed.

-----------------------  In This Issue  -------------------------

    - AllAdvantage, Ads on Private Cars, Ads Everywhere...
        Barbara R. Hume
        Editor's Response

    - Website Design and Marketing
        Part I, The Basics

    - How do you market your site?
        eMD Marketing Poll

    - 1999 eMD Millennium End Member's Survey


***  AllAdvantage, Ads on Private Cars, Ads Everywhere...
     Barbara R. Hume


I find the first of these items difficult to believe, since I can't get ahead at fifty bucks an
hour, much less fifty cents!  And when I surf the Web I'm looking for information--I don't want to
waste my time reading the ad clutter.

I find the second item horrifying.  Consumers are so barraged with ads already that the relentless
effort to extract their dollars contribute, IMHO, to people going postal.  And ads on cars?  A major
contributor to road rage!

Of course, some people will put up with anything--ads on their e-mail, ads on their phone lines, ads
on their bill envelopes, ads on their computer screens--I say, bah, humbug! I think that marketers
have pushed so hard to assault eyeballs at every possible turn that there may eventually be a
consumer revolt.

I know I'm just about ready.

barbara hume, looking at things from the other side of the fence

*** Editor's Response

Now Barbara, you really do know that advertising is one half of marketing, don't you?  :)

Truly, I understand your frustration as advertising impact gets more and more watered down by
increasingly ubiquitous advertising methods.  But, I also know this just provides an opportunity for
someone to suddenly stand out from the crowd by daring to be different, and in the process, perhaps
leading the consumer revolt by selling the public what they want in the manner they in which want to
be sold.

GKF - Ed.

***  Web Design & Marketing
     Gary K. Foote

It seems like everyone has a website these days, but many have not been updated for months, or even
years.  I figure that makes this a good time to take another look at what makes a site successful,
from design to marketing.

A successful website has to cover a lot of bases, delivering information not only to site visitors,
but to the many search engine spiders that are constantly updating their databases by 'crawling' the
web for the latest versions of the sites they encounter.  Succeeding at the first part, that of
being user friendly, is a major concern, but don't neglect the search engines or you risk having
little traffic no matter how nice your site is. I'll address both concerns separately, though they
intersect at many points.

User Friendly.  The term means something that is not difficult to use.  A site that is user friendly
will usually take into account many, if not all, of the following elements.

    1) Easy-on-the-eyes Color Scheme:  Most sites are using a white background and non-jarring
    colors.  Why?  Because a site that jars the eyes can actually be physically uncomfortable for
    some people.  Because jarring colors detract from your content by diverting the attention of
    your site visitors.  And because jarring colors detract from your content by making overlayed
    text harder to read.

    Keep your colors somewhat muted - especially for colors that cover broad areas of your screen.
    If you do choose to use stronger colors be very careful of your selections to avoid jarring
    color combinations.

    2) 1/3 White Space:  A fair amount of whitespace makes reading easier and comprehension higher.
    It raises the visibility of the elements on that do appear on your page by letting them stand
    out rather than drowning them in a crowd of other page elements.

    3) Simple navigation:  A site that presents a complicated navigation system will always confuse
    its visitors.  This fact is basic, but is ignored by a surprisingly large number of site
    designers.  The simpler the better.  A simple rule of thumb I follow when designing a website is
    that all links must present in a single screen.  With the 'standard' layout of navigation down
    the left side that means that, using a normal font size, you can likely fit 10 - 12 links in
    this column.

    Make sure your navigation links clearly say what will be found by clicking on them.  A link that
    reads "GOOD STUFF" might fit your idea of 'kewl', but doesn't convey much information.  Choose
    your links carefully, making them coincide with clearly defined categories that present your
    site content in logical fashion.

    As often as possible work in keyphrases as links that fit your search engine positioning scheme.
    One site I manage sells bridal gowns and rather than having a link to "GOWNS" I named the link
    "BRIDAL GOWNS" as that is a phrase the search engines receive a lot of requests for.  I also
    keep copies of the site's main page online [index1.html, index2.html, etc.] that are keyworded
    differently, with links and content reading "WEDDING GOWNS" and "WEDDING DRESSES" as these are
    also important keyphrases in the bridal industry.

    4) Standardized Size:  Using tables I routinely set page widths to 600 wide.  This forces the
    page to display in the same layout regardless of the resolution settings of the site visitor's
    screen.  600 pixels wide is the smallest common denominator.

    5) Clearly Stated Site Purpose:  Have you ever arrived at a site and wonder what its all about?
    I sure have.  And my reaction is to leave in short order, seeking someplace that clearly
    addresses my present concerns.  Take the time to include your chosen keywords and keyphrases in
    the text content of your site's opening screen.  This helps with search engine positioning too.

    6) 'Sticky' elements are in place:  Give your site visitors a reason to stay on your site.
    Creating additional page views in this manner increases your awareness profile.  Give your
    visitors a reason to revisit your site too, as this reinforces your awareness profile by
    generating additional page views.

    One example of a sticky element is the archive search feature available on the eMD website.
    Another is the continuing survey of marketing methods used online.  People return to keep
    current on the numbers.  Other sticky element examples are chat areas, bulletin board systems,
    account status checkups, constantly updated content, sweepstakes/contest announcements, etc.

    Consider your target market's wants and needs when creating sticky elements.  This will assure
    that your market will find these items valuable and will use them with some degree of

    7) If your site will generate revenue by selling products you have a lot of decisions to make
    about a number of facets involved.  This will be the focus of my next eMD issue -  eCommerce
    Site Considerations.

*** How do you market your site?
    eMD Marketing Poll

Current Total Votes:            96

Banners (18)                    19%
Opt in E-mail (10)              10%
Reciprocal links (14)           15%
One-way links (10)              10%
Newsletter/e-zine ads (8)       08%
Search engine positioning (22)  23%
Offline ads (10)                10%
Other User-Suggestions          04%
            Classified Ads  (2)
            Direct Mail     (2)

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

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*** eMD Marketing HelpDesk

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.

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