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eMD V2, #340

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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
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    Edited by Gary K. Foote & C.J. Foote
    Library of Congress ISSN 1522-6913
    Volume #2,Issue #340
    Monday, July 10, 2000


---------------------- Sponsor Message --------------------------



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                   Web Traffic = Web Sales

        W E B B E R S      C O M M U N I C A T I O N S

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   Contact us now mailto:gkfoote@webbers.com?SUBJECT=eMD440

             Our Website   http://www.webbers.com



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

   - Editor's Ramble
        by Gary K. Foote

   - Offline Internet Marketing
        Marlo Simon

   - How do you market your site?
        eMD Marketing Poll

   - eMD Member to Member

        About Frequency of Advertising
        by Paul Entin

        Marketing Information
        by Chadwick Percival

        New member needs help
        by Sean FitzGerald

   - New Member Comments & Questions

        Event Marketing
        by Morten Sellaeg

        Assessing Response Rates
        by Lisa de Roos

        Webmaster Intro
        by Roxann  Henze

   - New Member Locations

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

Hi Everyone,

Our discussion on offline internet marketing continues with a
post by Marlo Simon of Brazil who tells us how the people there
use offline advertising to drive online buying.

We've been getting a few additions to our Member's Photo/Bio
Gallery at the eMD website.  If you want to get a look at some of
our members check out the Gallery at;
http://www.webbers.com/emark/gallery.html

There you'll find instructions for submitting your own picture
and bio for inclusion on the same page.  We look forward to
expanding our Member's Gallery, so follow the instructions and
send us your pic and bio for inclusion.

I also want to briefly to mention 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 with whom you can do
business.  Let's pull together as a community and generate some
business for each other every day. List your business or find a
resource right now...
http://www.homepagetools.com/links/users/emdmemberlinkspage.html

This past weekend many of Webbers Communications email addresses
were used by a spammer as the forged return address on their spam
messages.  I know this because many of our autoresponder
addresses were used, causing the spam messages to bounce 'back'
to our emailboxes.  We are working hard to trace the culprit and
intend to do all we can to not only keep this from happening to
us again, but to prosecute the spammer as much as is possible
under today's laws.

I mention this here because I am interested to know if anyone
else has had their email address[es] hijacked in such a manner
and what the outcome was.  How much anti-spam hate mail did you
receive?  How did it impact your business?  Were you successful
in the final outcome?

Maybe this should spark a new discussion on the ethics of, and
methods used by, email marketers.  What works.  What doesn't.
What is ethical and what is not.  Here's the eMD post address:
mailto:emd-post@webbers.com

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

Now let's get marketing...

GKF, Ed.



***  Offline Internet Marketing

by Marlo Simon

Gary and friends,

Itīs been a long time since I decided to write, or to
ask about opinions of our friends out in the list,
about offline marketing...

Well, my comments are about the Brazilian reality.
Here the traditional marketing aproaches the Internet,
they developed an phenomena or an hit or cult idea of
the Internet Market.

I believe that the culture of web surfing, changed
here to offline orientation of desires, I mean, down
here we are educating our costumers to watch the tv,
listen to the radio, check at magazines advertisers
and not to seek for on-line info.

Our way of building traffic is to make our costumers
pay attention to the traditional media advertisers.

Why is this happening here?
or Is this happening anywhere else?

I am drived to think that our marketing agencies
arenīt changing to on-line topics, they are doing old
fashion marketing at the new economy.

Marlo Simon.
from BRAZIL



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

Banners                     87  15%
Opt in E-mail               80  14%
Reciprocal links            64  11%
One-way links               39  07%
Newsletter/e-zine ads       54  10%
Search engine positioning  120  21%
Offline ads                 73  13%
Other                       47  08%

Total Votes:                564


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

http://www.webbers.com/emark/


---------------------- Sponsor Message --------------------------



        Make your website SHOUT at the Search Engines!
                   Web Traffic = Web Sales

        W E B B E R S      C O M M U N I C A T I O N S

   Search engine specialists with a successful track record
   Contact us now mailto:gkfoote@webbers.com?SUBJECT=eMD440

             Our Website   http://www.webbers.com



-----------------------------------------------------------------


*** eMD Member to Member


About Frequency of Advertising
by Paul Entin

Hi Gary. Yesterday I was reading a magazine and came across an ad
that I had skipped over many times but for some reason, this
time, I decided to read the ad. It struck me that I was living
proof that frequency of advertising is essential to successful
advertising and quickly wrote a short article about the
experience. I wasn't sure if it was suitable as a post to the
list or if you might want to include it as an article, so I
included it below.

Kind regards,

Paul Entin

I just lived a textbook example of how advertising works. After
finishing an article on Al Gore in Newsweek, I turned the page
and an alien promoting Driveway.com caught my eye. What struck me
was that I had already seen this full page ad four or five times
in the Industry Standard, never fully reading it, never fully
grasping its product or even caring to. But suddenly I felt
compelled to take a closer look at what this friendly-looking
alien had to offer. I read the headline. I carefully read the
copy. Then something clicked. "Oh, I get it! This sounds pretty
cool," I thought as I proceeded to go to www.driveway.com as the
ad instructed.

This experience demonstrates the critical role played by
"frequency" in the impact and success of any advertising
campaign. Frequency, or frequency of exposure, refers to the
number of times an ad is shown to a prospect. In practical terms,
it's the number of times an ad appears in the same magazine or
newspaper or on a single TV or radio show in a given time period.
Dozens of consumer behavior studies reveal that many prospects
take action immediately after seeing your ad  for the sixth or
seventh time! Until that sixth or seventh ad is seen, there may
be little response. You may feel your campaign is a bust. Be
persistent. Take advantage of the lessons learned from millions
of dollars of consumer behavior research and advertise with
frequency. Running an ad only once in a print publication or in
any media, will often garner some response, but run your ad six,
seven or eight times over a few weeks or months and see response
and recognition soar.

By advertising with frequency, you may also earn price discounts.

Oh, and I just finished registering at driveway.com, a site I
never would have heard of if they did not commit to advertising
with frequency.

Paul Entin, Associate Publisher
FitnessLink - http://www.fitnesslink.com
paul@fitnesslink.com
609.397.1558



-----  NEXT POST  -----



Marketing Information
by Chadwick Percival

Dear Editor,

I wondered if you have any ideas regarding for
following,

+  Internet marketing
+  Audience targeting and how to obtain inexpensive mailing lists
+  Effective, non-spam e-mail marketing
+  Web Marketing
+  How to market my web design small business
   to other small/medium size businesses in
   West Yorkshire.

Finally a friend of mine has designed a web site cyclenet.co.uk
and wants to know how he can  contact bicycle traders and
manufacturers about selling there products on his site can you
help?

Regards,

Chad



-----  NEXT POST  -----



New member needs help
by Sean FitzGerald

Hi,

Recently I became involved as a volunteer helping a large
international non-profit organisation develop their website which
is currently little more than a large database of useful
information maintained by IT volunteers - like in the old days.

The marketing department seem to be intimidated by the techies
and totally unaware of the value of the Web and other Internet
technologies as marketing and promotional tools.

I need help finding resources that I can use to present
convincing arguments to the marketing department, in a language
they can understand, explaining why and how they could expand
their vision of what the Web can do for the organisation. Can
anyone help?

Regards,

Sean

------------------------------
Sean FitzGerald
+61 2 9360 3291
0416 080 561
seanf@tig.com.au
ICQ# 8405367



***  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 power of our Member to
Member discussion area get you the answers you need.  Here's the
address:
mailto:emd-marketing-help@webbers.com




***  New Member Comments & Questions


Event Marketing
by Morten Sellaeg

[I am interested in methods for] Launching of a new website,
especially through the use of event marketing.

Morten Sellaeg



-----NEXT POST  -----



Assessing Response Rates
by Lisa de Roos

Coretec being one of the top printed circuit board (PCB)
manufacturers in North America has a very focused and innovative
marketing department..me. My name is Lisa de Roos and I have been
marketing Coretec's image for a little over two years. I've
helped develop a website, I write a newsletter, and now I am
using emails to advertise to prospect and current clients.
Problem is trying to assess the success of the advertisements,
hit rates, response rates etc. Any advice?


Lisa de Roos
Marketing Manager
Coretec Inc.
www.coretec-inc.com
416-439-2000 ext 3450



-----  NEXT POST  -----



Webmaster Intro
by Roxann  Henze

Hi!  My name is Roxann Henze.  I am the webmaster for the GW's
Virginia Campus website.  I am joining your list to find ways to
make our website more effective.  I am also interested in ways to
make our website more interactive so people have a reason to
return.


*****************************************************************
Roxann Henze, Manager, Corporate Relations
The GW Virginia Campus Office of Corporate and Community
Relations
20101 Academic Way,  Ashburn,  VA  20147-2604
Phone: 703-726-8302  Fax: 703-726-8308  E-mail:
rhenze@va.gwu.edu
http://www.gwvirginia.gwu.edu
http://www.gwvirginia.gwu.edu/community/corpliaison
A graduate campus for the technology or management professional
*****************************************************************



***  New Member Locations


Australia               1
Canada                  1
Germany                 1
India                   3
Ireland                 1
New Zealand             1
Singapore               1
Sweden                  1
Taiwan                  1
Turkey                  1
United Arab Emirates    1
United Kingdom          4
United States          10


*** 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!

mailto:emd-feedback@webbers.com


*** 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 with 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



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*** Administrivia and Subscription Management Info:

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The eMarketing Digest is published by  Webbers Communications
P.O. Box 3214, N. Conway, NH 03860     mailto:emd@webbers.com
Phone/FAX: 603.447.1024                http://www.webbers.com

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