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I previously wrote about how Internet addresses can help to promote our brands. My main points in that post were that we are becoming more accustom to typing Internet addresses without www and that this behavior helps marketers to focus more on their brand. On printed materials this becomes more relevant today. As a basis for my points look at the construction of these two equivalent URLs:
www.mysite.com
mysite.com
Many marketers have already started to use the shorter format for publications and direct Internet addresses such as mysite.com/page. If its not already your standard for URL publication it should be. Here’s why:
It’s shorter. Shorter to read. Shorter …Continue reading >>
September 17th, 2009 | | Tags: analytics modeling, customer behavior, customer preferences, empowered consumers, empowered marketer, future of internet marketing, internet marketing, marketing decisions, marketing technology, prospect prefencesTechnology and the Internet are changing the way consumers and marketers interact with each other. This is the second of a two part post about how consumers and marketers provide and consume information leading to purchases. The first post focused on the empowered consumer. In this post I’ll discuss the empowered marketer and how marketers can use technology that is readily available to better target and reach consumers. I close with some thoughts about how marketers will reach consumers in the future.
In the past, marketers followed the classic steps of segmentation, targeting, and positioning to create and distribute content to an audience. The output was an ad, promotion, informational …Continue reading >>
It’s been tough to find time to write this past week with the kids school ending, kids activities, and home projects. I did come across an email from 1-800-Pet-Meds in my inbox. The email was a marketing promotion to reorder heart worm pills for my dog. They knew it was time for me to reorder because I had ordered a 6 month supply from them 6 months ago. We typically use this e-Retailer because they offer the same medicine as our veterinarian but at substantially lower prices.
Now, what was nice about this email was that it was composed in the form of the site shopping cart. The heart worm …Continue reading >>
I had a thought this week that Internet Marketing and eCommerce Marketing should be two distinct positions in an organization. An Internet Marketer is concerned with how to get more people to the store while the eCommerce Marketer is concerned with how to get more people to buy once they are in the store. But they can’t work independently from each other. The Internet marketer’s tool set includes items such as brand name, product positioning, landing pages, and keywords. The eCommerce marketer must make sure that the store front and store merchandise use the same types of keyword strategies and that customers can both find products and navigate the site …Continue reading >>
Over the past year, I’ve observed my kids exhibiting a similar behavior when going to various destinations on the Internet. Rather than typing “destination.com” in the address bar, they go to the search box and type “destination”. As I thought about this, three reasons came to mind to explain their behavior:
It’s less typing. They have discovered a way to reduce the number of key strokes to get to their destination. They trust that the results of their Internet search will return the destination URL in the 1st or 2nd listing of the search results. People think and relate to brand names and the association to a product/service rather than …Continue reading >>
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