pWhat is a marketing niche b strategy/b? do you have one? If you are involved in any kind of affiliate marketing, then you should have one. Without a marketing niche b strategy/b you will definitely minimized your chances for success in Internet marketing./ppJust in case you are not familiar with the term niche, and niche markets, I will briefly explain. A niche market can simply be described as a small group of people that have a problem, and actively searching for a solution to that problem./ppHere is an example of a niche market within the market of computers, and how I would go about using a marketing niche b strategy/b to promote this niche./ppExample Niche/ppComputers – ( Market)
brLaptop Computers – (Smaller Niche Market)
brMicro Laptop Computer – (Even Smaller Niche Market)/ppIn my example above, a niche market would be computers. A smaller niche within computers might be persons searching for information on laptop computers. We can even further classify the smaller niche of laptop computers to and even smaller niche market, of people searching for micro laptop computers./ppA marketing niche b strategy/b for the niche market of computers, might be to focus our b advertising/b on the term micro laptop computers, instead of focusing on the top level niche term, computers./ppYou may be wondering why your marketing niche b strategy/b should be focused on the term micro laptop computers, instead of the top level niche term, computers. Studies have shown that top level niches are normally saturated with competition, from other advertisers./ppMy marketing niche b strategy/b would be to advertise to the people within the sub niches, rather than the larger niche market of computers. Let us now use our example niche market, micro laptop computers to go through the steps that I would take, to get my marketing niche b strategy/b started./ppOur niche market keyword would also be the same as the niche we have chosen. In this example, our long tailed keyword would be, micro laptop computers, instead of the broader term, computers. The broader the keyword chosen, the lesser the chances would be for success, within that niche./ppThe first step I would take would be to research my chosen keyword, to see how much competition I am up against. To do this I would go to Google, and type my chosen keyword micro laptop computers, within quotes, into the search space provided. I would then take note of how much other advertisers are using the same term. If our competition is less than five thousand, or even ten thousand quoted results, then it should be okay to focus our b advertising/b on this keyword./ppNext, I would research to see how many persons have searched for my long tailed keyword within the last month. To do this I would use the goggle keyword research tool. If the monthly estimated traffic is about one hundred, or more searches per month, then I would write my keyword rich article based on the keyword, micro laptop computers. I have chosen article marketing for this example only. There are many other b advertising/b b strategies/b available for use when b advertising/b niches./p p a href=http://advertisingandpromotion.ndesignsblog.com/ rel=dofollow title=Advertising And PromotionAdvertising And Promotion/a /p
luni, 24 ianuarie 2011
Understanding a Marketing Niche Strategy
Blog: What the Tron iAd Means for the Future of Tablet Advertising
When Apple introduced its iAd platform back in April, it promised to raise the bar for rich media mobile display advertising. To show off the platform’s capabilities, Apple demonstrated an ad for Disney’s “Toy Story 3,” complete with games, video and in-ad purchasing. So with iAd now poised to finally reach the iPad, it seems fitting that Apple would once again turn to Disney to debut the larger-format ads on its larger-format device.
Because iAd won’t officially roll out for the iPad until early next year, Disney’s “Tron Legacy” iAd has the limelight all to itself, just in time for its blockbuster release on Dec. 17.
The ad itself, activated from a typical iAd banner, is visually stunning. Like its “Toy Story 3? predecessor, it comes complete with trailers, a theater locator and character profiles as well as a helpful explanation of the film’s convoluted plot (helpful for those who cannot remember back to or did not see the original “Tron” of 1982). The ad also enables viewers to purchase the movie’s soundtrack from iTunes without leaving the ad.
It’s a tour de force, and although by no means the first interactive rich media ad for the iPad, it is nonetheless an impressive harbinger of what is to come in terms of tablet advertising. Moreover, the “Tron Legacy” iAd is very much in line with a trend I noted in a previous post, which is, the combined effect of bigger screens and richer, more engaging ads, including video, is slowly changing consumer attitudes toward advertising on mobile devices.
Nielsen’s research among connected device owners suggests that iPad owners are more receptive to ads than other mobile device owners, particularly when the ads contain video and other interactive features. These findings square with the general purpose of the device. After all, the iPad shines when it comes to video and multi-media consumption.
But even if mobile device users are becoming more receptive to advertising, how much time they are willing to devote to viewing ads is still an open question, especially when much of the more useful content, such as trailers and showtimes, are readily accessible through other means. To the extent that brands that have built iAds have been willing to comment on the record, they have indicated satisfaction with metrics such as dwell times and interaction rates.
Apple has made no secret of the fact that it expects mobile users to reach content such as movie trailers through applications, including in-app advertising, rather than search engines, so it may be a question of finding the right balance between the richness and layers of the ads and the amount of time marketers demand from their target audience. At the very least, if some early reviews are to be believed, the “Tron Legacy” iAd might very well be more entertaining than the film itself.
duminică, 23 ianuarie 2011
Blog: Postponed “Google Tax” Lets Big US Firms Off the Hook, For Now
A much-debated tax on internet advertising in France took a big step toward approval on Monday, December 13, only to be withdrawn two days later—and big US companies breathed a sigh of relief.
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Posted: December 17, 2010. Filed under: AdvertisingAll comments are moderated (during business hours) and are generally published if they are on-topic and not considered spam.
Article: How Online Video Can Reach the Business Audience
Executives with no time for fun and games do have time for the sound and motion of video, according to findings from Forbes Insights. In some cases, they may actually prefer it to text for learning about products and services.
A majority of businesspeople surveyed by Forbes in October 2010 said they watched more online video than a year earlier. Nearly 60% of all respondents said they would watch video before reading text on the same webpage, and 22% said they generally liked watching video more than reading text for reviewing business information. Three-quarters of all executives said they watched work-related videos on business websites at least once a week, and more than half did the same on YouTube.
Video can be highly effective for merchants. The executives surveyed reported taking a wide variety of actions after watching online videos, with about two-thirds visiting vendor websites subsequent to viewing and more than half searching for more information. Especially among younger executives, likelihood of making a purchase was high.
Generational differences ran throughout the Forbes research, with a split in behavior at age 50. While the youngest executives were most interested in video across the board, baby boomers in their 40s had comparable participation levels. It was older executives who had not yet gotten on board with video, and business-to-business marketers must continue to reach them through other means.
But video has only become more important for the younger set, and marketers can depend on them to watch, pass along, recommend—and often, enter the purchase funnel.
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sâmbătă, 22 ianuarie 2011
Article: Men Are More Open to Online Tracking
Negative opinions about targeting are running high, but advertisers and publishers alike are coming to depend on the practice more, and research suggests they may not experience a strong consumer backlash for using it.
According to the “State of the Targeting Industry” study by targeting platform AudienceScience and DIGIDAY, the vast majority of agencies and advertisers use audience targeting, publishers have enjoyed increased revenue from it, and most agencies and advertisers say they have upped display budgets because targeting helps them justify greater spending.
Most users are not happy to be targeted, however. Two-thirds told Gallup in December that they did not think targeting should be allowed, and a November survey from another targeting firm, Burst Media, found most internet users did not want to be tracked. Even in return for more relevant advertising, most women said no to tracking, while men were more likely to find this trade-off in their interest.
What effect does this tracking have on a consumer’s relationship with a brand? Asked how targeted ads might change their opinion of a brand, just 10.4% of men and 11.4% of women surveyed said they would have a more negative feeling. Male internet users were twice as likely as females to say their opinion would actually improve, and pluralities of both genders said the practice wouldn’t affect their attitude toward the company.
That could be good news for the agencies, advertisers and publishers who have come to depend on targeting as a way to justify more display ad dollars, but it does not eliminate consumers’ broader concerns about privacy—or the possibility that those concerns will translate into a new legal framework for online targeting.
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Article: Mobile as Critical In-Store Conduit
Katie Grisko has served in a variety of marketing, project and product-management roles in the 10 years she has worked at Petco. Currently working on the ecommerce team, she conducts research, develops digital strategies and cultivates vendor relationships that inform the company’s ecommerce and mobile commerce plans. She spoke with eMarketer’s Tobi Elkin about Petco’s new mobile website, which offers video product demos, product images, tie-ins with Facebook and Twitter, customer ratings and reviews, and the mobile channel’s role in the business.
eMarketer: Petco recently launched a fully enabled mobile website. Do you consider mobile part of the ecommerce channel?
Katie Grisko: Mobile is definitely part of an integrated strategy. We look at everything in mobile under the overall umbrella of ecommerce and how it interacts both with Petco.com and our customers in the stores. It’s a core part of our multichannel or omni-channel strategy.
eMarketer: Some retailers struggle with whether to build apps or develop a mobile website or both. Petco doesn’t have an app. Why did you decide to go with a full-on mobile website?
Grisko: It seemed like it was a good baseline to see what our current customer base does on a mobile site, the features and functions they find useful, how they interact with it and how it assists them as a tool, even when they’re in one of our physical stores. We decided to start there and then to map out an app strategy. We want to make sure we’re providing apps that have a specific purpose and are going to serve the needs of our customers, not just what we may think is fun or interesting.
“Certainly apps have an allure.... But we kept coming back to the question, when the customer interacts with this, where are we going to drive them? It just seemed that we needed the mobile site before we put any other components into place.”Grisko: For us, it’s more about creating a destination. Certainly apps have an allure and sometimes it’s a little easier to develop an app than to develop a fully enabled mobile site. But we kept coming back to the question, when the customer interacts with this, where are we going to drive them? It just seemed that we needed the mobile site before we put any other components into place.
eMarketer: What percentage of your online customers are coming to Petco through the mobile channel?
Grisko: Approximately 8% to 10% of our online customers during any given month are coming to us on a mobile device. We’ve seen that grow month over month and it was one of the drivers for us to launch a mobile site.
eMarketer: What features are customers engaging with on your mobile site?
Grisko: We know that a lot of people are using the store locator. Either they’re actually looking for directions or they’re simply looking for the phone number of a store because they are out and about. They’re looking to check on store hours, to make a grooming appointment or to see whether an item’s in stock—we really want to provide the convenience of mobile shopping to our customers. People are out and about on a weekend running errands, so the store locator is a critical tool in that process.
eMarketer: How will you use mobile as a marketing tool?
“Targeted couponing seems to be getting a good response. We’re studying consumer engagement with location-based offers.”Grisko: We’ll look at SMS messaging, couponing and tying in with our Pals loyalty program. We haven’t done much in terms of marketing because we’re counting on our existing customer base to go to the mobile site. But we’ll do what you might expect—targeted couponing seems to be getting a good response. We’re studying consumer engagement with location-based offers.
eMarketer: How does Petco plan to address customer loyalty and post-sale customer service through the mobile channel?
Grisko: We’re continuing to enhance the relationship we have with loyal customers through targeted offers. We offer rewards coupons via email and direct mail, so mobile is the next channel for that. Our stores do weekend events around apparel, pet services, grooming and dog training, etc., and we hold adoption events.
We will use mobile increasingly to reach out directly to our customer base, to pet parents in general or people who are interested in becoming pet parents to talk about what Petco offers. We’ll target messages to these audiences about services that might be useful. It’s not just about products, it’s also about building a sense of community.
eMarketer: What are the most important metrics for getting a return on investment for the mobile channel?
Grisko: Like I said initially, mobile is an integrated part of our larger strategy. As such, it needs to meet the same key performance indicators that we look at across the board. Revenue per visit, whether the number of store visits has increased, average basket size—we’re looking at all those kinds of basic metrics.
eMarketer: What is your advice for retailers that are just entering the mobile channel as far as integration with ecommerce?
Grisko: The two things I definitely try to keep in mind as we’re looking at different opportunities is that we don’t want to jump into anything because everybody else is doing it. You have to watch your customer’s behavior, see what they need and what they’re using and meet those needs.
“Mobile is a tool for enhancing the store experience without adding associates on the floor, without installing kiosks in the store and so forth. It’s about giving customers tools to self-serve when they’re in the store or not.”Secondly, I see the mobile device as a conduit between the store and the online experience. Retailers need to come up with ways that not only enable customers to shop online if that’s what they wish to do, but also shop while they’re in the store. This is about offering them a more comprehensive experience—whether that’s finding reviews or the dimensions of a product, being able to access their loyalty information, book a grooming appointment or whatever the case may be. Mobile is a tool for enhancing the store experience without adding associates on the floor, without installing kiosks in the store and so forth. It’s about giving customers tools to self-serve when they’re in the store or not.
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vineri, 21 ianuarie 2011
Custom Bobble Heads – A Strategy for Anyone Looking for a Promotional Tool
pBobble head dolls are probably one of the most popular toys of all time. This is the reason why some people use them for different purposes. You can ask any custom figurine manufacturer and they’ll tell you that they get inquiries from a variety of different sets of people. These people are usually local celebrities, business owners, and politicians who are looking to increase their popularity using custom bobble heads. This is because it’s a great way to reach out to others so they can get their message across. This is especially true if what they’re giving out is free. It’s because not a lot of people say no to free stuff./ppI’m sure that most people have received at least one promotional item throughout their whole lives. It could be a pen with the company’s name on it or a shirt asking you to vote for a politician. Before, people loved these promotional items. It’s because they had uses for it. Everybody could use an extra pen or shirt. You could rummage through your stuff and you’ll see a lot of these promotional items. Back then, it was very rare for you to own custom bobble heads that were used as a promotional tool. It’s because only the big boys of the major sporting companies could afford to use custom designed dolls. So if you’re just a local celebrity, business owner or politician operating on a strict budget, you relied on the cheaper options. Also, it was hard to look for a bobble head manufacturer back then because the industry wasn’t that big yet./ppBut now, using custom-made figurines is a very popular way to promote or market a person or business. Fortunately for us, we don’t have to have a budget as big as what sporting billionaires have. With the boom in the industry, more players came in that resulted in a healthy competition. They tried to one-up one another that led to improvements in the materials and the processes. This led to a cheaper process to create bobble head dolls and the savings are reflected on the price especially if you’re going to buy them by bulk. This is just perfect because it’s in your best interest to buy them in bulk anyway. This can help you reach out to more people in less time. You just need to contact an experienced custom design figurine manufacturer to make sure that the price is competitive./ppSo now, we’re seeing more local celebrities, businessmen and politicians using custom bobble heads. We’re also seeing a lot of small business owners using them as well. This is a testament on how anyone can use bobble head dolls. They are now very inexpensive but still very effective. Just make sure that you deal with a reliable bobble head manufacturer. This is to make sure that the small cost you paid for this promotional tool will be worth it once you achieve more popularity./p p a href=http://marketing-automation.onblogme.com/ rel=dofollow title=Marketing AutomationMarketing Automation/a /p
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