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Marketing online has become fiercely competitive. Marketers are attempting
to unravel and decipher online marketing to succeed. Some argue that there
should not be a distinction between traditional (off-line) marketing and
online marketing. Others feel that concepts applied to mail order work well
on the web, while still others argue that online marketing is a breed of its
own and what works in one arena may not work in another. While some standard
practices like "above" the fold, hold true in both print and online copy, it
is rare that you see the printed type face on the web the same as in printed
advertisements. Regardless there are traditional forms of advertising that
are viable and make sense to use on the web but many marketers do not.
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These undervalued marketing opportunities are not the end-all be-all but
are great supplemental channels, that compliment strong online marketing
campaigns.
Buyers Guides
Many print magazines offer free listings in buyers guides.
Buyers guides typically have a long shelf life and are viewed as a product
resource, meaning it is one of the first places consumers look when wanting
to purchase an item. Often magazines will include product reviews or
sponsored placement in a buyers guide. Typically the standard listing is
free, but optionally vendors can increase their exposure by adding listings
in additional categories for a nominal fee. Regardless the free listings are
a great value and worth pursuing.
Product Reviews
The impartial overview from a credible source can spark
product interest. A third party independent review of your product or
service is seen as a vote of confidence. Invite publishers or even bloggers
to review your product or service.
When requesting a review, it is proper net etiquette to always provide
the reviewer an evaluation product free of charge. After the review, be sure
to thank the reviewer and if appropriate, link to the completed review.
Forums/Volunteering in Communities
Offering your time and expertise will
establish expertise and knowledge in a specific industry. Participants who
participate in forums have a genuine interest and are a great target
audience. Posting helpful information rather than blatant product
advertisements will enhance an image.
Article Syndication
Writing quality informative and educational articles
will also establish expertise. Articles also educate users about related
product or service. Generally educated users require less technical help and
are an easier sale because they understand how the people or service will
help them.
RSS Feeds
Provide content in an RSS feed. While RSS is becoming very
popular there are still a number of industries and sectors where very little
content is available via RSS feeds. Placing quality content in an RSS feed
and being "early to market" will help your company shine.
When small businesses compete with big businesses there are a number of
areas in which they can compete effectively. As more businesses turn to the
web as an advertising model, it is important that marketers and businesses
define themselves by giving themselves every opportunity to be found.
Utilizing undervalued marketing opportunities will separate online successes
from failures.
About the Author:
Sharon Housley manages marketing for FeedForAll http://www.feedforall.com
software for creating, editing, publishing RSS feeds and podcasts. In
addition Sharon manages marketing for FeedForDev http://www.feedfordev.com
an RSS component for developers.
December 2005
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