In a union that would create
the largest global advertising business on the Internet, Overture and Yahoo! announced
July 14 that they had reached a definitive agreement in which Yahoo! would acquire
Overture. The acquisition serves to escalate the growing competition in the search
market and Internet advertising sectors, and in particular puts pressure on top
competitors, Google and Microsoft's MSN.
It's important to note that your Overture account will be unaffected for the moment,
but what opportunities does this agreement bring for online marketers in the future?
- Expanding Overture's Paid
Placement search faster and more cost effectively into Yahoo!'s vertical channels,
such as Shopping, Travel, and Yellow Pages will enable Overture's clients to be
served to a greater number of targeted customers.
Integrating Overture's Content Match product throughout Yahoo!'s network, including
channels such as Sports, Real Estate and Autos will further increase the opportunities
for advertisers to reach potential customers when they are viewing content related
to their site.
Overture's advertisers will have the ability to get online, sell online and promote
online by purchasing a range of additional Yahoo! services, such as Yahoo! Store
and Yahoo! Web Hosting.
adquisition will be completed in the third quarter of 2002. We will see then what
other surprises Overture and Yahoo are preparing for us in the future.
Internet Marketing News Flash:
Yahoo! has announced it will purchase Overture, which specializes in Web advertising
and operates the AltaVista.com and AlltheWeb.com sites. The two companies have
signed a definitive agreement and is expected to be completed by the fourth quarter
LookSmart has expanded its
LookListings paid inclusion program so that small businesses can purchase "deep
listings" previously only offered to large businesses with big budgets. The change
made last month eliminates the former LookListings Small Business program, which
LookSmart introduced last year.
and Knight Ridder Digital Announce Full-Service Search Agreement: Overture's top
paid placement search results will appear on Knight Ridder Digital's Web sites.
Additionally, Overture will leverage its algorithmic, or Web-wide, search capabilities,
from its recent acquisition of the Web search unit of FAST to serve the Web-wide
results on the remainder of the search page.
including access to calendars and contact information, will drive growth in mobile
data services for businesses over the next five years, industry analysts have
predicted. According to research firm Analysys, around 40 per cent of people with
a business mobile phone will use mobile email by 2008, compared to less than one
per cent today
term "viral marketing" gets a lot of play, but many people know of the term without
really knowing what it means. So let's clear up the confusion with a clear definition:
viral marketing is any type of a marketing campaign that encourages recipients
of the campaign's message to *willingly* pass it along to friends, family and
colleagues (as opposed to "viruses" in which the recipient unwillingly passes
it along). The best correlation to viral marketing is simply "word-of-mouth."
marketing relies on word-of-mouth, communication tools like email and instant
messaging (IM) are the most powerful methods to employ a viral marketing campaign.
Email and IM enable recipients to instantly pass along your marketing message
to others - the very definition of viral Marketing. Viral marketing campaigns
can be used to generate awareness or to stimulate specific action.
you plan and execute your viral marketing campaign will be affected by your objective
and intended target audience. For example, marketers targeting the youth market
tend to create viral marketing campaigns based around "the cool factor" (like
the LindsayBuddy campaign we wrote of in our Instant Messaging tip a few weeks
ago). Cause-related marketers will focus on empathy and action. Let's start by
reviewing a few case studies so you can get an understanding of how viral marketing
has been used.
most famous case illustrating the power of viral marketing is free email provider
Hotmail. In its first 18 months of operation, Hotmail signed up over 12 million
users, every one of whom filled out a detailed demographic and psychographic profile
in exchange for a free email account. Hotmail's total marketing budget was only
$500,000. If this seems like a lot, compare it to Juno's $20 million that was
spent to garner only one-third of the users Hotmail signed up.
did Hotmail do it? The strategy was simple. On the bottom of each and every Hotmail
email was the phrase, "Get your free private email at www.hotmail.com." Interesting
fact: today Hotmail is the largest email provider in India despite never having
spent a dime in that market.
instant messaging service, ICQ, is another viral marketing success story, though
they were never even intending to market themselves. When ICQ was created in 1996,
it was unlike anything else like it. People would tell other people about ICQ
and would share their ICQ ID #s. Unlike HotMail, ICQ spent ZERO marketing dollars
and was eventually acquired by AOL for over $287 million. At the time of its acquisition,
ICQ had about 30 million users.
email fax service, EFax.com, used a strategy similar to Hotmail's with similar
success. In only 8 weeks, they signed up more than 300,000 subscribers - all through
viral email marketing.
Ideas for Viral Marketing
an Incentive - viral marketing is very much about the "WIIFM" principle: "what's
in it for me." The incentive could be tangible, like a monetary incentive, or
intangible like something that's fun to look at and interact with. The key thing
is to incentivize someone to tell others about you.
- personalization becomes even more important with viral email marketing campaigns
because response rates increase dramatically when users can see that a message
is coming from a friend. It lends instant credibility to your message. It's best
when the sender's name appears in the Sender field of the email. You can also
try inserting their name in the subject line, like "Jim Doe thought you might
like 35% off a new PDA."
Scalability - if you're lucky enough for your viral campaign to rocket towards
success, your systems have to be ready to handle the traffic and transactional
flows. Be sure you're fully prepared for a large response before launching a viral
and analyze results
- if you want to be able to measure the effectiveness of your viral marketing
campaign, you may want to take steps to isolate viral marketing campaign respondents
from others. For example, setting up unique URLs or even mini web sites at which
only viral marketing respondents will transact.
Continuously - don't run just one viral campaign. For true, lasting effectiveness,
make all of your campaigns viral in some aspect, especially email.
high impact personalized emails and newsletters Discover how Dynamic Mail
Communicator can help you put in practice your viral marketing ideas to generate
new and repeat revenue for your business. Dynamic Mail Communicator makes
it easy to:
Create, import and manage unlimited mailing lists
- Create high impact html
rich emails and newsletters
- Auto-remove bounced back emailsUse unlimmited
- Personalize your messages
- Automate subscribe and unsubscribe
schedule your emails, process incoming messages and much much more.
a free trial version at http://www.apexpacific.com/mailcomm.html
any other form of marketing, viral marketing does have unique pitfalls. Decide
before you launch your campaign what your stance is on these issues:
1) Brand Dilution
- viral marketing depends upon people not versed in your brand to do the "selling"
for you. Carefully craft a message that is strong enough to endure misinterpretations
or make your communication brandless.
Association with Unknown Groups - viral marketing's strength is its potential
to spread exponentially from person to person. During this process, it is possible
that your message could wind up in the hands of and passed on by someone you would
rather not be associated with. The only way to partially counter this is to ahead
of time define and limit what information you make available for your viral marketing.
3) Avoid Making
Purely Financial-Based Offers - The best viral campaigns work on the principle
of value not greed. If you try to use money as an incentive there is a chance
that 1) your offer will be spammed across the web and you'll be broke and left
with the nightmare of figuring out who gets what; 2) your offer will be perceived
as "too good to be true" and won't work at all.
by Hollis Thomases
the Free Dynamic Email Validator
Email Validator is a simple yet very powerful tool for anyone who does email marketing.
This smart tool verifies and cleans up your mailing list by checking every e-mail
address from it and determining whether e-mails are valid. There is no need to
disturb contacts just to verify their addresses; Dynamic Email Validator connects
directly to their SMTP server to check them without sending the email. Dynamic
Email Validator is an essential tool for email list hygiene and to avoid ISP's
mail servers blocking or barring your email domain because of you repeatedly sending
emails to non-existing account holders.
here to download your free copy of the email validator
Positioning your website on top of search
engines step by step (II)
This article focuses on the role that meta
tags, doorway pages and link popularity can play in positioning a website on top
of search engines. It is the second of the three-part series containing
practical tips for optimizing websites to get more traffic from search engines.
Tip #4 ==-- Use of metatags --==
are not a magic solution to gain a top ranking on crawler-based search engines;
however, they offer the web site owner the ability to control to some degree how
their web pages are described by some search engines. Meta tags are information
inserted into the "head" area of your web pages.
important Meta tags are: 'Keywords', 'Description' and 'Robots'. The 'Title' tag
is also very important because of the weight search engines award it.
and select a web profile (or create your web project and new web profile), then
click on the Meta Tag button to enter the Meta tag editor. This tool will allow
you to automatically import Meta tags from a website (why not check what your
competitors are using?), create them and modify them. No knowledge of html is
#5 ==-- Generate a search engine friendly webpage
engines spiders read text. If your website is based of images or flash, or its
contents are dynamically generated, you may experience some difficulties getting
indexed or achieving good ranking on the search engines results pages. In these
cases one alternative is to create a doorway page that is search engine friendly.
You may also want to do that if you want higher search engine ranking for certain
keywords but you don't want to change your website texts.
page will be found by searchers. The visitors will be then redirected to your
website via link. Want to try?
a doorway page open Tools -> Page Creator in Dynamic Submission. You don't
need to know html, just insert your keywords and text where indicated by the Page
Creator or automatically import the information from your website. You will have
builded your first doorway page in minutes (why not building another one for other
interesting keywords?) You can now add your new doorway page to the ftp manager
to upload it to your site.
Tip #6 ==-- Improve your link popularity--==
(the number of web sites that are linking to your site) is being used more and
more by Search Engines to rank your website. Therefore, it has become very important
for you to have more web sites linked to your website so as to achieve a higher
position. The best way to obtain incoming links to your site is exchanging links
with other sites which are related to yours and submitting your site to Internet
Submission Link Popularity tool measure your web site awareness and visibility.
It checks your web site popularity and tells you how many webstites are linked
to your site. Why don't you check it now?
three steps your goal of putting your website on top of search engines is now
closer. Stay tunned for more tips on optimization in our next dynamic newsletter!
Submission provides better results. Why spend hundreds or thousands of dollars
on advertising or give them to a search engine optimization company when you can
achieve the same results yourself for only $69.95? We offer a 30 day money-back-guarantee
when you order the full version of Dynamic Submission, so please feel free
to place your order risk-free at http://www.apexpacific.com/order.html
or download your free trial here.|
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