TsaiChungLun’s Weblog

November 21, 2008

E-mail Marketing

Filed under: Uncategorized — tsaichunglun @ 12:00 am

“E-mail marketing” is one of the most direct methods of online marketing because e-mail marketing’s cost is very low of advertising. However, using e-mail marketing could be controversial. There are three reasons. The first reason is marketers get e-mail addresses properly and legally. The second reason is the mail could be considered to be a SPAM mail by e-mail services system. E-mail receivers do not know who send to him/her, and it could be a fake mail, which is send by hackers, with virus. It is would be the last reason. Although e-mail marketing has controversial, some marketers still like to use it to deliver their advertising messages. According the article, “10 Tips For Getting Your Email Marketing Emails Past the Spam Filters,” there are some tips to make email marketing become more effective.

        First, marketers need to know what kind of key words are the SPAM filters like so much. For example, “breakthrough!” is needed to avoid because the word would let filters identify to be sale advertising. And also, do not talk too much about “cash.” In a general e-mail, people could talk about cash, but not talk too much. Talking too much about cash is like to sale something to mail receivers. “Get rich quick” and “money back guarantee” are nobody trusts them in any context including email, so the filters don’t believe it either.

        Second, do not put a lot of unclear website address in the e-mail market because filters know hackers or spammers like to send links to e-mail receivers. Therefore, filters will block this kind of mail. And, to avoid attaching a huge size image because “a legitimate email marketer is very unlikely to send an email that is one giant image.

        Third, try not to type the content in one the same flashing color, such as, red, because the mail is hard for receivers to read and the filters could also have this notion.

        Fourth, marketers need to be careful not to send the same e-mail too many times in a short period because it would easily let filters presume these mails are SPAM. Even though, the mails pass the filters’ test, the receivers see a lot of the same mails and could feel annoyed. And they do not want to see it anymore.

        Hope these tips can help marketers to do e-mail marketing successful is like the “Come&Stay sales $30 million and a market cap of $78 million on NYSE Euronext, does so-called permission-based e-mail advertising for blue-chip customers including BMW, Ikea, GE Capital, and Apple” in 2006.

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November 14, 2008

Online advertising

Filed under: Uncategorized — tsaichunglun @ 12:21 am

        The internet technology improves so much in the world, so marketers improve advertising from tradition, such as, TV commercial, newspaper and magazine ads, to modern is like online advertising. Online advertising is included website, video, and e-mail.

        According the article, “Olympic Winner: Online Video,” U.S. and Chinese gymnasts or Michael Phelps were not winners in the Olympic Game this year. NBC and Yahoo are two top winners in the Olympic Game because more and more people move their behavior to see online video.” Yahoo’s Olympics site averaged 4.7 million unique visits each day through Aug. 18, according to Nielsen Online. NBC, owned by General Electric (GE), had 4.2 million in the same period, says Nielsen, which tracks Web site traffic.” It means if any firms do their advertising on these two website, there are more than 4 million people see these advertising each day. Therefore, the economic benefit is huge.

        Teens are an important part of online marketing because teens are most internet users. For example, Facebook and MySpace are two of main personal space sites to communicate with friends. What kinds of advertising which marketers make can attract teens? For example, “cool” is the key word for young people. Young people like to see something is special, interesting, and different with general things. Therefore, as long as the product’s quality is well; if the product can be unique for every customer, it could be become popular in teens.

        In the recent months, whole world’s economy become worse, and it affects companies put money into advertising. According the article, “Online Ad Slowdown Looms,” because of the bankruptcy of Lehman Brothers, Bank of America’s purchase of Merrill Lynch, and the government bailout of AIG, researchers were cutting back online advertising forecasts. “In August, research firm eMarketer cut projections for Internet ad spending this year to $24.9 billion, the second revision of estimates first released in October. The firm expects Internet advertising growth to slow to 17.4% this year from 25.6% in 2007. Next year, growth will slow even more, to 14.5%.” The eMarketer senior analyst David Hallerman says that the economy problem due to online advertising will not grow in fast recently.

November 6, 2008

Search Engine Optimization

Filed under: Uncategorized — tsaichunglun @ 8:03 pm

            Search engine optimization (SEO) is one important area in the search engine marketing. If a person can use SEO well, it could help to improve his/her online marketing very much. Jill Caren is a good example. According the article, “Search Engine Optimization for Small Businesses,” Caren has a one-person business and gets top rankings on Google. She spends eight months to understand what she needs to change and improve her website by SEO. After that, she relaunch her new online marketing, and increase 21% annual profit which is about $80,000. Caren uses some skills. For example, first, she will highlight the title; give detail information about the product and put next to the title. Caren researches the keywords in the titles, general text, and coding on her site using goodkeywords.com (free), and wordtracker.com (about $300 for a year’s subscription). Second, domain name is also quite important for search engine, so put something related to the products or services can let search engine put your business name in front of the results. Third, Caren does not use manufacturers’ descriptions to descript her products because it could let search engine find out a lot of the same results. She likes to writes descriptions by herself. She also put the descriptions next to the product’s picture or video, and she does not write too many words to descript because visitors or customers do not have much time to read.

            Although Google has a 63% U.S. searches share and be the top one search engine company, more and more search engine companies grow up very soon and provide faster search engine services to fight Google, such as, Yahoo, Microsoft, and Chinese rival Baidu. And some users feel other small search engine companies, such as, Spock and Marchex, are better than Google because users think these small companies provide specific services is quite useful. Therefore, more and more competitors appear in the world. If Google would like to keep the top one position, Google still needs to increase the huge data sources and try to provide more specific search services is also necessary.

October 30, 2008

Google’s and Yahoo’s search engines

Filed under: Uncategorized — tsaichunglun @ 9:53 pm

Google and Yahoo are top two companies which provide search engine services in the world. Google has a 68% U.S. searches share; Yahoo lays claim to 20%. Google can earn the top one because Google has huge data sources. People can find out what they want easily, so they will like to use the same search engine in the future. When more and more people use one search engine, the company can earn profit by the search engine service. The company can decide the order of results showing up. If a firm wants to their website or information can show in front of the results, the firm needs to pay fee or be a sponsor to the search engine company.

Recently Google CEO, Eric Schmidt, said that “as part of its recently announced collaboration with General Electric (GE), the search engine giant is currently looking at designing tools to help consumers understand their energy consumption.” In other words, people can receive Google’s services which are included e-mail, online maps, and mobile apps; in the future people also can use search engine to realize their energy consumption. Google invest $45 million to do this plan; Google thinks create an energy data management could let the Google Company can earn profit form one of the only places where Google plans. People can flow the result data not only to plan activities to save their energy, but also to protect environment because people will reduce CO2 releasing when they use less energy.

Although people use Yahoo’s search engine services is less than people use Google’s search engine services, Yahoo still to find out ways to improve self search engine services. According the article, “Yahoo! Juices Its Search Engine,” Yahoo has already started to maintain the search engine results’ display from last year. Vish Makhijani, Yahoo’s senior vice-president of search said, “We want to give people a material reason to come to Yahoo as opposed to anywhere else.” The new search engine service still provides Web links; objective is to deliver information Web surfers want on the very first page of results, rather than requiring users to wade through a sea of blue links.

October 23, 2008

Web2.0, Google Earth & RSS

Filed under: Uncategorized — tsaichunglun @ 11:18 pm

        Because the internet technology improves so much, such as, web1.0 improves to web2.0. Some websites, such as, YouTube, allow people upload video to share with everyone in the world. Therefore, most companies’ websites become more interesting and visible variety, such as, Google Earth. It could let marketers utilize these kinds of improvement to attract attentions.

Google Earth and Maps are useful tools for travelers and deliver services companies. In few months ago, Google starts to launch the browser plug-in for Google Earth, combining the best of Google Maps. It means the Google Maps become 3D and can show the different highness and shape to visitors. Following the article “Google Earth in the browser… is it really useful?” the author thinks that it is hard to say a positive or negative improvement because the improvement just shows in few months in the world. But, the author thinks the improvement should useful for education, entertainment and planning.

Except above tools, there are some useful social networking sites tools could let marketers to utilize to build customers’ loyalty. RSS is one of the tools, and it could send message quickly and directly to customers. However, according the article “Who’s Using RSS,” in North America, the table shows the RSS users in adult is only two percent; RSS users in teenagers is only five percent. It is quite low percentage of people use RSS. Although the RSS is quite useful for business companies, the RSS is not popular for normal people. Companies need to think about to help their customers to use RSS and increase the RSS users.

Web2.0 is quite useful in companies’ business and normal people’s websites, but there is a problem happens in the world. More and more people and students use Facebook and MySpace to contact with friends; people only leave message on their friends’ web pages. It reduces real communication with friends. A real life should be interact with other people, but high technology cause more people stay at home all days and talk with people just put some words on the technology wall. Although high technology is quite useful for economic, the relationship between people and people will go down. People need to realize the problem.

October 15, 2008

Viral Marketing

Filed under: Uncategorized — tsaichunglun @ 7:15 pm

            Word-of-mouth is a past called in direct marketing strategy; now it is called viral marketing. Marketers exploit customers’ communication, such as, e-mail, to do their marketing. For example, a firm creates an interesting ad and post on the offical website. One person sees it and feels interesting, so he/she send the link to his/her friend to see. Marketers exploit customers’ force of share and do an intangible promotion. Viral marketing is quite successful in the online marketing because firms do not spend money to purchase TV ads and also could get quite the same goal. “The first widely popular example of viral marketing was courtesy of The Blair Witch Project in 1999.” “The success of this viral marketing campaign showed the major players in the movie business just how effective the tactic could be.

            Because the internet technology improves so much, such as web1.0 improve to web2.0, more and more people can create and design own website, such as, Facebook and MySpace. Some websites allow people upload video to share with everyone in the world, such as, YouTube. Therefore, this improvement affects the viral marketing very much. Most of biggest companies’ marketers start to follow the trend and put their commercial or some interesting videos in above famous websites. For example, Sony put promo videos on YouTube website to do viral marketing about their electronic products. Sony’s TV game products, such as, PlayStation and PSP, also be promoted on the Sony’s MySpace website.

            According the article, “Where’s the Money in Online Video?” a senior vice-president, Brett Garfinkel, of the original online content site maniaTV said, “we can now reach more eyeballs for the same cost and afford to cut costs to advertisers and remain competitive.” Online video is like a 24 hours commercial in the world, and firms only need to pay the video production. As long as the contents can attract visitors, coming benefit will let visitors become customers or purchasers.

 

 

October 9, 2008

7Cs in the Web Interface and Customer Experience

Filed under: Uncategorized — tsaichunglun @ 6:36 am

Customers’ first impression is important for any businesses because a having good impression could attract customers come back again. It could happen in not only stores, but also websites. Therefore, a website design is important; a well design website could let visitors have a perfect image. “People who visit your website are often ready to buy. You have to make your site interesting, attractive and relevant. It has to load quickly, be simple to navigate, offer a good selection of payment options and provide a first class shopping basket.”

There are 7Cs (design elements), such as, connection, communication, and commerce, could help website designers to make their website more interesting and can let visitors have good first impression. According the article “How To: Update Your Web Site’s Content,it gives website designer some great tips and ideas to update sites. One is “News Column,” designers can put the latest news or products or services information to visitors see. Only put a few words/lines of text and use link function to help visitors can easily to go to the relate website to see detail information. It is about “connectionin 7Cs. Another one is “FAQ Section,” it can help new customers because users could meet the same problem. New customers can review the questions which asked by other customers before, and find out the answer on the website. If still cannot find out the solve way, customers also leave questions to ask the product company. It is about “communicationin 7Cs. “Commerce” is also in 7Cs, let customers realize the products which they want to purchase, such as, “good graphics, clear and precise explanations, short copy and a clean, logical structure. and doing order confirmation. Accepting credit card payment online is also essential in commerce.

        When customers have good first impression and also have good experiences in purchasing products with the website, most customers would glad to come back to visit or shop on the same website. Some customers will tell their friends to share their good experience, and it would help to increase the numbers of visitors and business deal.

October 2, 2008

Research and website planning

Filed under: Uncategorized — tsaichunglun @ 7:22 am

It is quite important for an online marketing company to create a website because the website is the main tool not only to show customers what products or services are, but also to let customers to contact with the company.

Doing research and planning how to design the website are two keys before creating a website. As long as the company set up their goal already, then the company can start to do research. According the article, “How Marketing Research Can Benefit A Small Business,” the research can separate into two kinds of types. The First one is secondary research. It means researchers can find out some data which has already been conducted by other people, such as, demographics and statistics, existing research reports, and marketing researcher tools. “Demographics and statistics” can help the firm to understand what kind of people are the company’s target audiences. “Existing research reports” can help the firm to get some information about the market. “Marketing researcher tools” can help the firm to answer some questions because some websites have excellent resources there. The other research type is “primary research.” It is included “talk to your customers, web logs or blogs, famous websites’ groups, and in-person forms/conferences.” Above list is similar face-to-face to do survey with customers. The data should be better than secondary research, but it would cost more money.

After doing research, designers can start to plan website. According the article, “Website Planning,” gives three guidelines to plan a website. The First one is “Purpose.” The website should display to audiences what kind of products or services will be provided, and let customers can easily to understand about the company. The second one is “Audience.” Focus on audiences’ information, such as, gander, ages, and what they are interested in. The website can follow their like to make some change to attract customers’ eyes. The last guideline is “Content.” A website needs to collect the latest information to satisfy with most audiences, and also can receive audiences’ feedback to change or correct the content of the website. If the company would like to do commercial website, the website planning could be expand with “Design principles and Priority.” It could let designers to check each page can show up correctly in different browsers and connection speeds.

To sum up, to prepare and work hard before doing anything could let something have good groundwork and easily continue to move on.

September 25, 2008

Web analytics is useful

Filed under: Uncategorized — tsaichunglun @ 7:06 am

Most companies would like to spend least money to earn most profit, so companies need to know any customers’ information about their buying behavior. This kind of information is very important to not only companies but also marketers. Collecting the information has several ways to do, such as, survey or collection from in-store cashier computers.

Only collection data is not enough; how to analyze the data is also very important. Therefore, having a good web analytics system is quite useful. Knowing what works and what doesn’t will lead to significant cost reduction and better targeting of resources,” said from Harry Speller who is a web analytics manager. For example, British Tourist Authority’s official website is used with both web analytics and e-commerce in order to not only let businesses to promote their works, but also realize how customers use it easily and better.

Another example, a church, which named is the United Methodist Church, has 11 million members and 250,000 current visitors to visit the website per month, so this big number is a huge resource for the church’s marketing. The church start to use Google Analytics and feel this tool is quite useful for the church to understand which sites are popular.

According Michelle’s article, “Web Analytics Primer: Five Metrics Demystified”, she tells us how to do web analytics basically in five steps. The first step is “to get brief understanding form original data.”  The second step is “to realize what traffic sources are.” The third step is “saving money from learning rate metric.” The fourth step is “Site Overlay.” It means companies can understand what pages customers like to see and what pages customers do not like in companies’ websites. The last step is “focus on reporting to show companies where need to change and can let companies improve their business.”

           To sum up, a good web analytics can help web designers to understand where need to be changed on their website, and which pages are more popular for visitors. So, designers can learn the experiences to improve the websites which to be created in the future.

 

September 18, 2008

Convenience of Internet

Filed under: Uncategorized — tsaichunglun @ 6:45 am

Internet has become more and more convenient and popular in the world, so it means more people start to use internet and can do more and more things at home, such as, purchasing products, using internet call, and seeing foreign countries’ TV shows at the same time.

In the North America, “ebay” is one top online shopping website. The ebay company realize “internet calling services” will become more popular in the future, so the ebay started to merge the internet calling services company, skype, from 2005. Why skype become popular in the world? Low price and well quality could be the biggest reasons. According skype website, customers only pay 1.95 EUR dollars (equal around 3 Canadian dollars) one month; unlimited calls to any USA & Canada phones. No long-term contract and no connection fees. This fee is quite lower than traditional telephone company. I am an international student in Canada, so choosing cheap long distance call service is important to me. In this summer vacation, I have a special experience; I found out an interesting thing with skype. I use skype for a long time, but I have no idea about this convenience. In my opinion, toll free calls only offer people who call from North America, so it cannot work by traditional telephone calls in other countries. However, I found out that I can use toll free calls to do my telephone banking by skype in my home country, and it also is free.

        Watching own country’s TV shows at the same time is also interesting for international students and travelers who like to watch TV shows very much. As long as people purchase a “Sling box,” and connect to their home’s cable line and internet. People can see their home television everywhere in the world by using PC, notebook, or any equipment which can go on the internet. If people set up the “SlingPlayer” software, they also can control home Sling box to record the TV shows.

        To sum up, internet improves the convenience of the world, especially for international students and travelers.

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