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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 #334 Monday, March 20, 2000 ---------------------- Sponsor Message -------------------------- Do you have a great new concept for the internet but no capital to bring your idea to life? We are currently seeking idea people with the ability to create a solid business plan for their concept. We can help you find the capital. We can help you build a successful team. Send a short synopsis of your concept to mailto:email@example.com Your privacy and confidentiality are guaranteed. We will NOT steal your ideas! Gary K. Foote, Webbers Communications ----------------------------------------------------------------- eMD Weekly Advertiser Info: mailto:firstname.lastname@example.org *** Editor's Ramble by Gary K. Foote, Editor Hi Everyone, This issue carries an article on website traffic building, a review of a fantastic free website add-on called HumanClick, some eMD HelpDesk requests, some new reader comments and a thoughtful article by Jay Conrad Levinson, titled "Online Buying Pools Changing The Face Of Commerce". Mr Levinson is the author of the "Guerrilla Marketing" series of books and his views of the future are worth listening to. One thing I am noticing more since beginning the practice of publishing the regions where our new members live is the shift from mostly US members to a more international mixture. This shift has made me think about seeking articles and issues from non-US sources to address our membership's true needs more fully. So consider this message a loud call for non-US authors/members to get involved by sending me articles, issues, viewpoints, etc for inclusion in this publication. After all, nearly everyone here wants to do business globally, so let's get to know each other's methods better, eh? 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 ------------------------- - Website Design & Marketing Part VI, Website Traffic Jump Start - Online Buying Pools Changing The Face Of Commerce by Jay Conrad Levinson - How do you market your site? eMD Marketing Poll - eMD HelpDesk Permission E-Marketing Hardware and Software by Goktug Okan Oguz Editor's Response - HumanClick Review by Gary K. Foote - New Member Comments Local Going Global by Kerry Martin Introduction by Kim Taesung Introduction by Durlov Baruah - New Member Locations 47 new members this issue - Webmaster Resources E-mail Translator Audio on Your Site by Telephone ----------------------------------------------------------------- *** Website Design & Marketing Part VI Website Traffic Jump Start OK, so you've built your website, paying attention to color, navigability and keywords. You put in place your 'sticky' elements, like newsletters, chats, contests, etc. You've submitted to the search engines and its just a matter of time before they begin delivering their share of traffic. What now? Well, its time to give your site a traffic jump start. Get some initial exposure. Make your site's presence known. How? Well, lots of ways. Here are a few: Banner exchanges eMail ads Press releases Contact same-audience sites for reciprocal links or coverage Seek reviews and/or interviews in related pubications Contribute to discussion lists that reach your audience Contribute articles to newsletters that reach your audience Before you put any of these in practice you need to consider counting the traffic each will generate. My favorite method of tracking which ad/link is effective is to copy my desired entry page with a different name for each ad, press release, list post or link I negotiate. This makes it a simple matter to check your site logs for number of visits to each page - a direct count of the effectiveness of each link/ad/etc. What? You say you don't keep tabs on your website statistics? You say the process is foreign and somewhat intimidating? Well its not hard at all. I'll tell you all about how I keep track of my website's visitation statistics in the Part VII of this Website Design and Marketing series. GKF - Ed. *** Online Buying Pools Changing The Face Of Commerce by Jay Conrad Levinson Buying pools have been around for years. For centuries, groups have banded together to increase buying power and leverage. The Internet is reviving this age-old concept, giving small and mid- sized businesses a way to level the purchasing playing field. According to recent surveys, there are approximately 7.3 million small to medium-sized businesses in the United States. In order to compete in the new economy, these businesses will need to utilize all available e-business applications and technology to gain every competitive advantage possible, including buyer pooling, to maximize their purchasing power and reduce their overall costs. It may be hard to imagine a mom-and-pop operation having the same purchasing clout as a Wal-Mart, but buying pools have the ability to do exactly that. How? Online pooling enable groups of small businesses to join together and order items as a bulk order, giving them the discounts ordinarily available to the largest players. When a small business joins a buying pool with other businesses purchasing the same goods, every one of them gets in on the high volume discounts no matter how little they purchase. The buyer pooling trend is in infancy, and today there are only a handful of firms capitalizing on the technology and applying it as the next wave of e-commerce solutions. One of those companies is Volumebuy, Inc., which has a proprietary patent pending technology that includes multiple pooling techniques. The technology takes advantage of the Internet to simplify buying pools for small businesses of every size, shape and form. Small or mid-sized firms in vertical industries such as pharmaceuticals, auto parts, textiles, and shipping, experience tremendous inequalities in the purchasing power afforded larger corporations. Technology like this allows these and other industries consisting of small purchasers to anonymously interact and create large aggregated purchases for volume discounts. The model is relatively simple - businesses enter buying pools for the goods and services they want to purchase in a given time frame - five days, for example. As other companies join the pools, the prices dynamically drop until the pool closing date. When the pool closes, the supplier sends the goods to the pool participants at the lowest price based on the number of customers in the pool. Buyer Pooling In Action One illustration of this is the pharmaceutical industry. In the past 20 years, a large number of independent pharmacies have gone out of business. Buyer pooling has the potential to dramatically change the competitive landscape. Assume for a moment that a small pharmacy buys 500 units of penicillin from its supplier for $1.00 each, while the large chains pay only $0.80 per unit based on volume orders of a 10,000 unit minimum. If the pharmacy was able to pool its purchases with other pharmacies that were also under the 10,000 minimum, then they could obtain the penicillin for close to $0.80 or possibly even less if enough buyers join the pool. Clearly, buying pools help small businesses stay competitive by giving discounts that will enable them to entice customers back from the giants. In fact, many experts believe that online buying pools will help redress the balance of power to a more level playing field between huge chains and independents. Buyer Pooling: The New E-Commerce The buyer pooling model differs from other e-commerce approaches in that it can take advantage of the volume and time relationship associated with orders placed online for future delivery. Suppliers, having pre-committed orders in advance, get the lead- time to schedule inventory, acquisition, production runs and fulfillment. It is these efficiencies to suppliers that will ultimately enable the lowest prices to buyers. Buyer Pooling And The Future Of Business One thing is certain about the future of business - it will change. Navigating through the change will require keen business acumen and the ability to adapt to new strategies to minimize risk and maximize opportunities. To increase purchasing power and reduce overall costs, small and mid-sized firms will need to also adjust. E-commerce will continue to morph as technology and procedures advance, but buyer pooling certainly seems poised to be the next killer app. in the Internet economy. Jay Conrad Levinson Jayview@aol.com *** How do you market your site? eMD Marketing Poll Banners (42) 17% Opt in E-mail (31) 12% Reciprocal links (33) 13% One-way links (18) 07% Newsletter/e-zine ads (26) 10% Search engine positioning (54) 22% Offline ads (28) 11% Other (18) User-Suggestions 07% Total Votes: 250 To participate in the eMD Member's Poll and to keep current on results go to; http://www.webbers.com/emark/ *** eMD Marketing HelpDesk Permission E-Marketing Hardware and Software by Goktug Okan Oguz I've been making a research about Permission E-mail Marketing (including all E-surveys, E-campaigns, E-Newsletters etc.) for a while. The information that I cannot find around is that the hardware requirements and the softwares that are used. Regarding the software, I think many companies like Messagemedia (www.messagemedia.com) use some software like Aria of Macromedia (oldly andromedia) or so. Regarding the hardware used, I think, many of them work on Unix like systems, but soe offer also NT.. Orace or any ODBC database built on. Many also offer their service on a web based interface. In fact, I'm a little bit (more than a bit!!) confused about all the hardware and software stuff they use, how they are organized etc. I'd appreciate being informed about this subject. G"ktu Okan O uz Editor's Response Hi Goktug, Permission email marketing takes many forms, each with its own set of hardware and software requirements. For example, this publication is a form of permission email marketing. Every subscriber here has given Webbers Communications permission to send The eMarketing Digest, with its attendant commercial messages, to their emailbox with regularity. The hardware used is a notebook Compaq Presario 1694 running Windows 98 and Pegsus to manage subscribes and unsubscribed to/from the distribution lists of both the web version and the text version. Simple and effective for distributions of up to 2500 or so. The eMD, with 1606 subscribers in this issue's email distribution will take about 15 minutes to send out using this method. For larger distributions there are many free list hosting services available online where you can create a list of your own, configure its properties and begin to build subscribers using each site's list-promotion tools. The process is simple at most of thse sites. Here is a very short list of free list hosts: Topica http://www.topica.com OneList http://www.onelist.com eGroups http://www.egroups.com Then there is the option of running your own list server. This can be done using a package like Lyris running on a PIII with Windows or a Unix running Solaris type environment. The license for Lyris varies according to the traffic you anticipate and the number of CPUs you will run. Single machine license for their top of the line package is around $8K with all the addons. Without addons you can do the same list delivery with a $5K license. This will allow you to manage over 10,000 messages per hour. These figures are from memory so don't hold me to details but as ballpark figures they reflect reality pretty well. Lyris http://www.lyris.com/ Hope this helps, GKF - Ed. *** 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. mailto:email@example.com *** HumanClick Review by Gary K. Foote Subjective Rating = 5 Stars "Talk for free to visitors on your website" is how this site defines itself. And that's just what their free software allows you to do. When a visitor to this site wants to talk to customer service they simply click a link and a private 'chat' type window opens. This is one of my favorite new free services. Talk about a great feature to add to your site! Beginning in December of '99 HumanClick has been offering small to medium site owners this new method of identifying and communicating with site visitors. After downloading their software and installing it on your site the following capabilities are added to your site-owner to site- visitor communications: * Instant "Click to Chat" Service, using a button on a HumanClick-enabled site, visitors can initiate a chat session with the site attendant. Hosted on HumanClick's servers, the chat session takes place using technology already available in the site visitor's web browser-so they can chat with your site operator immediately, without waiting for a software download. · * Proactive Customer Assistance, allowing site operators to initiate dialogues with individual visitors at their discretion and offer personal assistance comparable to that of a bricks-and-mortar store clerk. * Real-Time Traffic Notifications, including audio signals and instant messaging whenever a visitor enters or exits the site-just like the bells on storeroom doors that notify traditional retailers when customers have entered the bricks- and-mortar shop. * Anytime/Anywhere Customer Service, enabling site operators to make themselves available for dialogues simply by maintaining an Internet connection from any location-home, work, hotel, or even a friend's PC. Yesterday afternoon I installed HumanClick on a retail site I manage. It was simple. I clicked on the download button on their site, then clicked on the download location of my choice. I chose US location because that is where I live. At the next dialog box I made sure the download was going to go to My Downloads. You can choose to put this download in pretty much any non-system folder - just remember where you put it so you can run it after downloading. To run the download connect to the internet, then click your START button and choose RUN. In the dialog box that appears click your way to the downloaded program's location on your computer, choose the download and click the OK button. The installation will then begin and you simply answer some onscreen questions to complete it. Once the program is installed on your computer it will lead you thru the process of placing the interactive buttons on your site's pages. You can choose to do this manually or let their software do it for you. Doing it manually allows you to choose the location. This is the method I chose so I can't speak of their automatic link placement system's capabilities. In any case, you should place their code on as many pages as make sense for your site. This turns the HumanClick system into a real-time traffic tracker, ringing a doorbell sound every time a new visitor enters your site. The site operator's screen also shows you where each current site visitor came from [the previous page - including search terms used in search engines], the page they are currently on, the number of pages visited, the time spent onsite, the time spent on the current page, the browser the site visitor is using and their hostname and IP number. How flexible is HumanClick's system? You can choose to be 'away' which automatically changes the onsite graphics to read 'Please Leave a Message'. You can choose to be 'back in five minutes' which also prompts for a message to be left. You can choose to be 'online', the most useful of modes because it automatically changes the onsite graphic to include the message, 'Click here for live help'. When you are online your site visitors can click on the graphic to request a live conversation with you or your site operator and you can select an onsite customer and initiate a live conversation - just like in a real store where the clerks come up to you and ask if they can help in any way. Want to see it in action? Check out the HumanClick page and request a live conversation with their site operators. Tell them you saw their service reviewed in The eMarketing Digest. I give this service a 5 star rating. URL: http://www.humanclick.com GKF - Ed. *** New Member Comments Local Going Global by Kerry Martin I am particularly interested in how a local company can drive global traffic to its web site. Kerry Martin http://www.trainingalacarte.com Editor's Comments Hi Kerry, First, thanks for becoming a member of our eMarketing community. I hope we can bring some value to your online marketing efforts. I visited your site just now and right away noticed that you mention distance learning in your list of offerings [second sentence on your opening screen], but failed to find a link to this among your navigation tools. If you want to take your computer training company to a global level you must feature your distance learning capabilities prominently on every page. You should also consider which languages you will present your site in. If you are going to train from a distance to students around the globe you will have to do so in more than one language. Finally, to reach your global pool of potential students use the search engines for countries you would like to reach, like Yahoo China, Yahoo Germany, etc., to find regional focus sites for link opportunities, ad placements, press releases, etc. So, research globally and prepare your site and service for a global customer before you launch globally and you should be on your way to success. GKF - Ed. --- NEXT --- Introduction by Kim Taesung I work for internt broadcast sattellite, and am charge of marketing. Thanks for fresh information. Kim Taesung Editor's Response Hi Kim, Thanks for becoming an eMD member. What is the URL for your company website? I am interested in broadcast applications for the internet. I'm also convinced the future net will be more satellite driven as evidenced by the current surge in wireless access. Everyone here should be paying attention to this new wave of net access tools. GKF - Ed. --- NEXT --- Introduction by Durlov Baruah, Gujarat, India Let me taste you offering first. I will definitely be giving you timely and rich inputs. Regards, Durlov Editor's Response Hi Durlov, Welcome to the eMD. I hope you like what you read here and look forward to your point of view. GKF - Ed. *** New Member Locations International United States ------------- ------------- Seoul, Korea Florida (2) London, England (3) New Jersey (2) Ontario, Canada (2) California (5) BC, Canada Colorado India (3) Maryland (2) New Territories, Hong Kong Wisconsin NSW, Australia Kansas West Sussex, United Kingdom Texas Nuevo Leon, Mexico Arizona (2) Alberta, Canada New York (2) Louvain-la-Neuve, Belgique Georgia Italy New Hampshire Tamil Nadu, India (2) Massachusetts Seoul, Korea Washington Singapore Pennsylvania Mexico Alges, Portugal Sussex, UK San Paulo, Brazil Gujarat, India *** Webmaster Resources E-mail Translator Translate your e-mails to and from English, French, German, Spanish and Portuguese. URL: http://www.t-mail.com ---- NEXT ---- Audio on Your Site by Telephone With Pagetalk you can create or update audio content on your web page wherever and whenever because you are not using fancy software or expensive hardware, just a telephone. Then just simply add a button to your site ..... It's a free call too! URL: http://www.pagetalk.com *** Send us Feedback Let us know 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! mailto:firstname.lastname@example.org *** Classifieds YOUR LOCAL WEATHER on your own webpage! Its FREE and EZ! Get the applets by autoresponder: mailto:email@example.com See your many choices on our demo page: http://www.weatherbyemail.com/addtoyoursite.html YOUR CLASSIFIED AD could appear here for less than 4 pennies per impression! Retrieve complete eMD Classified advertising info by e-mail use the following autoresponder link; mailto:firstname.lastname@example.org 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... http://www.homepagetools.com/links/users/emdmemberlinkspage.html *** Administrivia and Subscription Management Info: To Post to The eMD Weekly: mailto:email@example.com Feedback: mailto:firstname.lastname@example.org eMD Marketing HelpDesk: mailto:email@example.com eMD Weekly Advertiser Info: mailto:firstname.lastname@example.org eMD Weekly Website: http://www.webbers.com/emark Subscribe to eMD Weekly: mailto:email@example.com Unsubscribe eMD Weekly: mailto:firstname.lastname@example.org Editor's Private E-mail: mailto:email@example.com The eMarketing Digest is published by Webbers Communications P.O. Box 3214, N. Conway, NH 03860 mailto:firstname.lastname@example.org Phone/FAX: 603.447.1024 http://www.webbers.com Please feel free to forward this digest in its entirety. Copyright 2000, Webbers Communications. All rights reserved. end