The Ten Golden Rules of Online Marketing Presented to The American Marketing Association and The Direct Marketing Association May 20, 2004 Jay Berkowitz jay@tengoldenrules.com 561-716-1334
The Internet is on Fire again Online retail will reach $65 Billion in 2004 (+ 24%) JupiterMedia Venture Capital Investments $5 Billion Q1 Business Week 226,409,994 (69.3%) will use the internet in 2004 Nielsen Net Ratings Record 60 million domain names registered in 2003 Moniker.com
Rule #1 - There are no rules Block everything you know about marketing Test, test and test again Applies for site design, banners, search, email, pricing Apply direct marketing practices 40:40:20 rule Identify control There are no bad ideas
Wayback Machine
October 2000
June 2003
November 17, 2003
January 2004
April 2004
Rule #2 - The Internet is not television. Step 1: What is a customer worth? LTV Life Time Value Analysis
Life Time Value Analysis
CPA Cost Per Acquisition
CPA Cost Per Acquisition
Rule #2 - The Internet is not television. Step 1: What is a customer worth? LTV Life Time Value Analysis Step 2: What does it cost to acquire a customer? CPA Cost Per Acquisition Step 3: Make sure customers can find you: Search is the new Prime Time
Ten Golden Tips for SEO Search Engine Optimization Evaluation 1. Find out Where You stand Search keywords on Google (MSN, Yahoo and AOL)
Free Search PR Natural or Organic
Pay-Per-Click Search Paid Advertising
Ten Golden Tips for SEO Search Engine Optimization Evaluation 1. Find out Where You stand Search keywords on Google (MSN, Yahoo and AOL) Google Page Rank http://toolbar.google.com A link from page A to page B is a vote for page B. Votes cast by "important" pages weigh more heavily Relevant pages weigh more heavily
Page Rank up to 6/10!
Ten Golden Tips for SEO Search Engine Optimization Evaluation 1. Find out Where You stand Search keywords on Google (MSN, Yahoo and AOL) Google Page Rank http://toolbar.google.com A link from page A to page B is a vote for page B. Votes cast by "important" pages weigh more heavily Relevant pages weigh more heavily Alexa.com http://download.alexa.com/index.cgi Ranking based on unique visitors and page views Traffic Details Related Links
Alexa Score 363,757
Ten Golden Tips for SEO Evaluation 1. Find out Where You stand 2. Use Free tools to evaluate your site/keywords: www.globalpromoter.com 3. Have a strong Title Tag and Description using most relevant keywords
Keyword Suggestion Tool www.globalpromoter.com Over 120,000 searches each month include the term Florida Mortgage. (Multiply by 3 for all search engines).
Google Keyword Tool https://adwords.google.com/select/main?cmd=keywordsandbox
Ten Golden Tips for SEO Evaluation 1. Find out Where You stand 2. Use Free tools to evaluate your site Natural Optimization 3. Title and description must use your best keywords 4. Content on site features keywords you want to target
Add Alt Text to images
Ten Golden Tips for SEO Evaluation 1. Find out Where You stand 2. Use Free tools to evaluate your site Natural Optimization 3. Title and description must use your best keywords 4. Content on site features key words you want to target 5. Use Alt text tab on photos 6. Trade links from your site with other relevant, ranked sites (create a vote from site B for your site)
Alexa Score 1,095,556 Page Rank 5/10
Ten Golden Tips for SEO Evaluation 1. Find out Where You stand 2. Use Free tools to evaluate your site Natural Optimization 3. Title and description must use your best keywords 4. Content on site features key words you want to target 5. Use Alt text tab on photos 6. Trade links from your site with other relevant, ranked sites 7. Use free submission tools - Google Submit a Site, Yahoo Suggest a Site Paid Optimization 8. Paid Inclusion/Paid Listings 9. XML Feeds 10. Pay Per Click/Pay For Performance
$100 Google Ad Words Credit https://adwords.google.com/select
Step 1 Create an Ad
Step 2 Select Keywords
Step 3 Review Projected Cost
Step 3 Adjust Projected Cost
Step 4 Account Set Up
Step 5 Review Campaign
Step 6 Monitor Campaign Performance
Rule #3 - Create a UVP Create a Unique Value Proposition, a (FREE) tool to engage consumers in an interactive relationship with you:
extremehalloween.com Create a UVP Win A Plasma TV
Top 150 Costumes
Rule #4 If you build it they won t just come - Classic mistake that killed dot.coms - Push, pull and drive consumers to your site. Banners do work Rich media is hot Search Engine Optimization Affiliate Marketing Partner Marketing Integrated Marketing
Rule #5 Subscription Models Survive 1.. 31 Million registered, add 50,000 per day! 1.7 Million Paying members, $42 Annually 2.. 8 million profiles 800K paid, $24.95/mo. 3.. 15 million profiles/newsletter subs, 1.3 million paid, $12.00 mo.. Moved to subscription model in Sept. 99 2 million subscribers, $20/month
Rule #6 Remember the Four P s and the 4 R s Price Test, niche, price should be less than offline, free plus paid Place Search Optimization, affiliates, partners, exclusive content, content placements, link trades Promotion FREE works online WIN works online N5R Send to a friend Product Build a better mousetrap Shop yourself Air Canada Scratch and win Contest Refer-a-friend for another chance Added 200,000 emails!
Rule #6 Remember the Four P s and the 4 R s Dr. Russell Abratt, Nova University 4 P s relevant for Goods and Services 4 R s for Knowledge Products Relationship Marketing Trust, interdependence Recommendations and References Word of mouth, online reviews, Dramatic Recovery Risk Management Guarantees, Marks Realization of Performance Manage expectations, measure performance, awards
Rule #7 Use the Right Tactic There is no silver bullet Understand the medium Paid Search & email work for acquisition Newsletters are great tools for ongoing communication and relationship building Rich Media is great for branding Banners can do both
Rule #8 Trust is Golden Privacy Policy Prominent Spam, Can-Spam Spamlaws.com, law.spamcon.org Opt-Ins, Double opt-ins Secure (https, lock) Unsubscribe is EASY Study Security Safeguards Add credible logo s
Rule #9 The Best Never Rest 1. Great Online Marketers (and Direct marketers) are constantly testing, never settling 2. Constant And Never Ending Improvement (CANI) 3. Change = fresh See how sites have evolved at The Way Back Machine http://www.archive.org/ 4. Test for customer acceptance
Golden Testing Tools 1. Vividence.com 180,000 research participants 2. Optimost.com 3. Proprietary Tool
Golden Testing Tools 1. Vividence.com 2. Optimost.com 3. Proprietary Tool
Rule #9 The Best Never Rest 1. Great Online Marketers (and Direct marketers) are constantly testing, never settling 2. Constant Never Ending Improvement (CNEI) 3. Change = fresh 4. Test for customer acceptance 5. Site Credibility Stanford University Study Design Look (46.1%) Professional Looking Info. Design/Structure (28.5%) Well organized Information Focus (25.1%) The crap they fill it up with takes away Company Motive (15.5%) Seems too commercial
Rule #10 Lead the trends Fact: Online business will change within 6 months (or sooner) Moore s Law Change is easy What to do: Research, Read, Learn, Surf, Study, Subscribe, Ask Questions, Network Ten Trends Shaping Online Marketing Today and Tomorrow
Rule #10 Lead the trends 1. Search, Search and Search 2. Contextual Marketing 3. Social Networking 4. Blogging 5. Localization 6. Rating 7. Conversion 8. Relevance 9. Permissioning 10. Viral Marketing
Ten Golden Rules of Online Marketing 1. There are no rules 2. The Internet is not television 3. Create a UVP 4. If you build it they won t just come 5. Subscription Models Survive 6. Remember the four P s 7. Trust is Golden 8. Use the right tactic 9. The Best Never Rest 10. Lead the Trends
Ten Golden Rules Workbook On Sale This Summer: http://www.tengoldenrules.com