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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 #336
    Monday, June 26, 2000

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

   - Editor's Ramble
        by Gary K. Foote

   - What To Look For In A Search Engine Specialist
        by Gary K. Foote

   - How do you market your site?
       eMD Marketing Poll

   - eMD HelpDesk

        Email Addresses

        I need "honest" feedback
        by J.F. (Jim) Straw

   - New Member Comments

        Pharmaceutical Marketing
        by Andrea

        Bargains for Internet Users
        by Nick Aj

        by Cedric T. Rogers

        One Person Internet Businesses
        by Wignal Edwards

        Marketing Minerals Online
        Michael Andrew Mitchell

        4Ps of Marketing
        Monica San Martin

        HTML eMail
        by Susan Hogan

        Driving Traffic using offline methods
        by Kenneth Pilcher

   - New Member Locations


*** Editor's Ramble
    by Gary K. Foote, Editor
    [ Send all responses to ]

Hi Everyone,

As I'm sure you have noticed there has not been an issue of the
eMD since April of this year.  Webbers Communications has been so
busy that I just have not had the time required to put into
publishing the eMD  then.  I've recently modified my schedule and
am pleased to say that I should now have the time needed to
publish the eMD on its regular weekly schedule.

In the meantime we have had nearly 250 new members register at
our site and subscribe to the eMD.  I am including many of their
introductory questions and comments and look forward to our older
members responding with their expert input and advice.

We also have some member requests for help in this issue's eMD
HelpDesk.  I hope many of the same eMD experts offer their
knowledge to these members.

Next, since our ongoing member's poll clearly shows the most
popular method of marketing a website is through search engine
positioning I thought this might be a good time to start taking a
look at search engine positioning in depth.  This issue's opening
entry is titled "What to look for in a search engine specialist".

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

And now, on with the show...

GKF, Ed.

*** What to look for in a search engine specialist
    by Gary K. Foote
    [ Send all responses to ]

"Search engine optimization".  Search engine positioning". You
hear these terms all the time, but do you know what they mean?
In the simplest of terms they both mean the same thing - a
webpage that has been designed so that the search engines and
directories that list it 'see' a tightly focused entity.  Such a
webpage will almost invariably rank highly when its primary
keyword/keyphrase is used in online searches.

Search engine positioning specialists know what it takes to
create webpages that rank highly with search engine and directory
searches.  The problem is, there are more people claiming to be
search engine specialists than you can imagine, and many of them
don't really know what they say they do.  How do you know whether
the company you are hiring really knows how to make your website
rank well in the search engines?

Here are 3 short guidelines:

    1) Get references and check them out.  It may sound like a
    simple thing, but you would be surprised how many people
    don't even get, let alone check, references.  Once you have a
    list of websites optimized for search engines and directories
    by the company in question go to the 10 most important search
    engines and directories.  Use their search tool to input
    keywords and keyphrases that would be important to the site
    you are testing.  See if the site returns high or low at
    each.  A good result would be 2 top 10s.  A fantastic result
    would be 3-5 top 10's.  An unbelievably superb result would
    be top 10 in each.

    2) Carry out extensive conversations with your prospective
    specialists.  Make sure they know their field.  A Search
    Engine Specialist should know the difference between a search
    engine and a directory, be subscribed to Danny Sullivan's
    Search Engine Update in order to keep current on the SE's
    constantly changing algorithms.

    3) Ask about the software your prospects use to write the
    actual HTML they propose to create.  If the answer is
    Notepad, Textpad, or any other PLAIN TEXT EDITOR you have
    found a specialist who understands that most HTML EDITORS
    insert too much irrelevant HTML to be effective when spidered
    by most search engines.

Here are my 'Top Ten' search engines and directories:

    1)  Yahoo!

    2)  Alta Vista
        Search engine

    3)  HotBot
        Search Engine

    4)  Northern Light
        Search Engine

    5)  Excite
        Search Engine

    6)  Google
        Search Engine

    7)  Lycos
        Search Engine

    8)  MSN Search
        Search Engine

    9)  AOL Search
        Search Engine

    10) Go [Infoseek]

GKF - Ed.

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

    Method                      Votes   Percent

    Banners                         (80)    15%
    Opt in E-mail                   (75)    14%
    Reciprocal links                (60)    12%
    One-way links                   (34)    07%
    Newsletter/e-zine ads           (50)    10%
    Search engine positioning      (112)    22%
    Offline ads                     (63)    12%
    Other                           (45)    09%

    Total Votes:                    519

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

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*** eMD Marketing HelpDesk
    [ Send all responses to ]
    [ Send all help requests to ]

Email addresses
by Nick


I have a small non profit organization just starting out.; Is
there an economical way that I can reach potential
attendees/participants through the use of e-mail and/or other
internet vehicles?

Nick for Turningpoints

---  next post  ---

I need "honest" feedback
by J.F. (Jim) Straw


I need some honest feedback.

We have just implemented our in-house Affiliate Marketing
Program. Now, I need to know whether or not I am barking up the
wrong tree. -- Should I take another direction, or go back to the
drawing board?  Check it out at:

Hey ... I am thick skinned. I need honest feedback. Good, bad or
even ugly. Any kind of  constructive criticism will be highly

Thank you,

J.F. (Jim) Straw

When you finally accept the fact that there is no Santa Clause,
Easter Bunny or Tooth Fairy ... and you get tired of reading
Business Fairy Tales ... Attend the "Business Lyceum" for
practical instruction in the arts and sciences of doing business.

[Editor's Comment]

I took a brief look and think your pay-in-72 hours policy is a
great change over the usual 30-60 days/minimum amount policy most
affiliate programs offer.  I wonder what the rest of our members
think.  I'll post all member comments in the next issue.

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.

***  New Member Comments
     [ Send all responses to ]

Pharmaceutical Marketing
by andrea

I would like to read about pharmaceutical marketing on the net.
Anything related with this industry (about: drug sales,
pharmacies, labs, etc.) is my interest and I would pleased to
have some information.


Editor's Comment

Thanks for posting, Andrea.  For the sake of clarity I will just
add that the target market for pharmaceuticals is doctors.  I
would like to hear from our members on this hot topic [I get a
number of requests for info on pharmaceutical marketing each
week].  Send your input to

GKF - Ed.

--- next ---

Bargains for Internet Users
by Nick Aj

I am starting a company that strictly provides bargains for
internet users .I  am starting to write newsletter for
manufacturers or who ever needs a Newsletter . I have access to
millions of email address. I have over 16 online marketing
campaigns which I anm going to implement with in a year.  I don't
know how to price it and structure it to be commpeditive. Pease
address me. I am always openminded and looking for joint ventures
and partnership.

God bless you

Nick Aj

--- next ---

by Cedric T. Rogers

What is this thing call an IPO?


---- next ----

One Person Internet Businesses
by Wignal Edwards

How would I go about setting up my own one-person Internet


---- next ----

Marketing Minerals Online
Michael Andrew Mitchell

What [are some] successful models for online marketing of
minerals which have a wide range of colours,sizes,and qualities?


----  next  ----

4Ps of Marketing
Monica San Martin

[I am interested in] e-commerce and The 4Ps of Marketing.


----  next  ----

HTML eMail
by Susan Hogan

Trying to find a company that will do html emails for me.


----  next  ----

Driving Traffic using offline methods
by Kenneth Pilcher

Using off-line marketing to drive on-line traffic.  How are
companies using outbound mail and telemarketing to drive web
traffic, capture email addresses?  Results?

Kenneth Pilcher

***  New Member Locations

Argentina       (1)
Australia       (7)
Bahamas         (1)
Belgium         (1)
Canada          (8)
Denmark         (1)
PR China        (3)
England         (1)
France          (1)
Germany         (3)
Holland         (1)
Hong Kong       (6)
India           (9)
Indonesia       (2)
Ireland         (1)
Israel          (1)
Latvia          (1)
Macau           (1)
Mexico          (1)
Malaysia        (1)
Pakistan        (1)
Puerto Rico     (1)
Saudi Arabia    (1)
Singapore       (5)
South Africa    (3)
South Korea     (1)
Spain           (2)
Taiwan          (1)
United Kingdom  (12)
United States   (64)
Vietnam         (1)
Unknown         (16)

*** Send us Feedback
    [ Send all feedback to ]

From:               "Gf/X Inc. Graphic Design & Printing"

Date sent:          Mon, 24 Apr 2000 14:50:54 -0400
Subject:            eMD Feedback
Send reply to:
Priority:           normal

Hi Gary and CJ,

I'm sure you remember your old friend Barb here (of
[in]fame) :)

After 11 years of being online, over 4 of which I ran the
greeting card biz, I burned out at the end of 1998 ... so I
unsubbed from just about every mailing list and newsletter I

Since I've recently re-subbed to many of them, eMD being
one of them, I've noticed that the format has changed.

Maybe it's my imagination, but I was sure the old format
was much more interactive, similar to LED's style, i.e.:
people post questions and the list members respond.

I personally find your new format somewhat restrictive
since you answer everyone's post :) Granted, I could
chime in (as I did with one post), but for the most part,
I don't feel it necessary to respond to anyone, because
you're doing it all :) I'm hardly shy, so it makes me
wonder how the rest of the list members feel.

I certainly know what it's like to try and get people to
participate (pulling teeth!), but don't you think it would
make eMD more interactive if you gave other people
an opportunity to answer questions?

Hoping you and CJ are doing well, and had a wonderful


Barbara Sybal, Gf/X Inc. ~ Get More Customers through
Postcard Marketing at Where buying
a new customer has never cost so little!

Editor's Response

Hi Barb,

Welcome back to the eMD.  Its great to have one of our original
members back!  You're right, the eMD has changed.  As you
observed the level of interactivity has dropped significantly.  I
attribute the change in member participation to a change in how
people view the internet combined with a proliferation of
newsletters in the internet marketing niche.

The change in how people perceive the internet seems to me to
parallel your own experience - that of information burnout.  The
years 1996 through 1999, during which this forum was member
driven rather than editor driven, were a time of setting down the
guidelines and testing the methods for all online marketers.  The
eMD played a valuable part in that history and it is a point of
pride around here that we were able to be there with the right
stuff at the right time.

In those days there were very few forums with overlapping
topics...  not so today.  It seems that everywhere you look you
see another internet marketing newsletter/ezine/list.  The niche
is more like a major city now when looked at in terms of 'ancient
internet history'.

Then there is information overload.  I think that people are less
inclined to participate in a give and take forum, and more
inclined to seek out a source of existing info that fills their
needs - a form of today's 'immediate gratification' culture

Anyway, I've tried letting questions go unanswered to see what
happens - and that is just what happens - they go unanswered.
So, in the interests of keeping the eMD informative as well as in
the interests of not letting questions go unanswered I have
gotten in the habit of answering all.

Hey, maybe your 'not so shy' self would like to become one of the
'eMD Answer People'.  In fact, that sounds like it might be the
seed of a great idea - build a panel of eMD experts, each of whom
will take the time to respond to questions in their respective
fields of specialty...  the 'eMD Answer People'.

*** 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!

*** 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...

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The eMarketing Digest is published by  Webbers Communications
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