Internet Marketing? Online Marketing? eMarketing?
If internet marketing, online marketing or e-marketing have you confused then you've come to the right place to learn exactly how to go about successful online marketing... The eMarketing Digest.
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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 --------------------------

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with the ability to create a solid business plan for their
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build a successful team.  Send a short synopsis of your concept

Your privacy and confidentiality are guaranteed.  We will NOT
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   eMD Weekly Advertiser Info:

*** 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
          by Kim Taesung
          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

*** 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;

*** 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
( 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




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.


        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.

***  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

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
    * 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.


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

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

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  ---

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  ---

by Durlov Baruah, Gujarat, India

Let me taste you offering first. I will definitely be giving
you timely and rich inputs.



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
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.


----  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!


*** Send us Feedback

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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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List your business right now...

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The eMarketing Digest is published by  Webbers Communications
P.O. Box 3214, N. Conway, NH 03860
Phone/FAX: 603.447.1024      

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