One of the main advantages of advanced internet technologies is the possibility of hour targeting for ads served to web sites.Exactly how such targeting is done, that is a tech issue far beyond our e-Marketing topic. What is important to us, e-Marketers, is to be aware of this facility web servers have and use it towards making online campaigns more efficient.Hour targeting is especially useful when:- we already know the online buying habits of our target;- we want to create an association between our products and a certain time of the day when interest might be higher;- we try to avoid a certain category of customers that are known to be more active at a certain hour interval;- we know from previous researches that sites where we are advertising have different categories of visitors, with different interests and behaviour, active at certain hours.Let us try imagining some examples of justified hour targeting:- Premium IT products (such as laptops) could probably use a business hours targeting, on the premises that active, working professionals have more buying power. Similarly, off-hours and weekend targeting could be used when promoting basic desktop systems with a lower price to a more younger audience with less buying power and/or buying decision.- FMCG products might benefit from targeting ads within hour intervals when these products are more likely to be utilized. We would probably want to place ads for coffee on news-delivering web sites during the morning hours; and advertising creams and gels for muscular pains later in the afternoon or evening, when such pains are more likely to occur.- It is widely known that surfers using a dial-up connexion get online in the evening and at night. Therefore, if we are to promote products or services destined to dial-up users (modems, access cards, offers to switch to a superior connexion) it only makes more business sense to target late hours.Interesting enough, such hour targeting is not always successful. A media planner might be blinded by the revelation of a cool method to raise efficiency of online campaigns like an adserver, only to realise at a later time that it can be more of a bother. For example, a banner for a banking product placed on a business portal would not need hour targeting, as professionals visiting such portals usually have permanent internet connection whether it is at office, at home, or is using a mobile solution. A regular reader of Financial Times online might opt to access the site in the evening, from the comfort of his home, long after the regular "business hours", and would be a missed target if we employ hour targeting.To conclude, hour targeting for online campaigns makes a very powerful and efficient tool, but needs to be performed after carefully assessing surfing and buying behaviours of the visitors on web sites where we advertise.
As a PowerPoint user, it is sometimes necessary to accurately translate a company's marketing collateral to slide format. Often, this information arrives in the format of a company brochure, or copied blurbs from the website, or a long Word document bogged down with New Age sales jargon and irrelevant "stuffer" copy.It is your job to find the needles of information in the haystacks of hype, to reduce lengthy paragraphs to mere phrases, to provide your audience with only the information they need to know. Brevity is your goal, bullet points your craft.When tackling these projects, which can be nothing short of arduous for lengthy documents spread across multi-page presentations, there are some best practices and tactics to make your life easier and the final product better.1. Read the content several times. Sometimes it takes a few takes to understand exactly what is being said, especially if the copy is technical in nature. This step is especially critical for freelancers, who might not be as familiar with the corporate messaging as an in-house designer or marketing support person.2. Print the document out and read it from paper. This can help comprehension, and makes it easy to highlight passages or make notes.3. Highlight key passages. Look for "power words." These are the words or phrases that pop off the page, are descriptive, and reinforce the message with color and purpose. Use these words in your PowerPoint slides. For instance:"In the past year, the company sales team has achieved a ten percent increase in numbers, well beyond initial projections. Leveraging our recently implemented database, profit margins continue to rise despite several personnel additions and our office expansion initiative."Could be:* 10% in sales over last year* Better than projections* Profits rise despite expansion4. Bullets are always better than full sentences. They are punctual and easy to digest. Never use full paragraphs unless you specifically want your audience to not read what you have to say.5. Trim copy to get to the core message. Eliminate frivolous and clichd marketing speak like "leverage existing technology" and "innovative solutions." These weak strings of buzzwords barely meant anything when they were first published, and the only response they elicit now is the glazing over of your audience's eyes.6. Find the numbers and take advantage of them! People like to see numbers -- they are easy facts to understand, and give meaning to ambiguous phrases. It is always better to say "Our sales this month are 25% more than a year ago at this time" than "Our sales have increased over the last year." Also, use actual numbers like "25%" rather than "twenty-five percent." It saves space and gives the text more punch.
The internet has completely changed the business world. It has changed the whole concept of how to be successful in a home business. It has also provided the opportunity for many to give up the 9 to 5 world and seek their dream on the internet. Some have made this transition seem easy and others continue to struggle. Have you been thinking about making this change? Do you have what it takes to make this a successful move? Let's take a look at a few of the things that ultimately decide who makes the grade and who goes down with the ship. 1. Work at something you enjoy. There is nothing quite like enjoying your job. It puts a whole new perspective on the world. If you like what you do, working becomes a pleasure instead of a chore. Some of you are probably thinking, yeah right, work is not something to enjoy but rather just a pain that we have to endure. If you decide to work from home, pick out something that you will enjoy. If you don't enjoy what you are doing, it will become the same pain as the job you have now. You may enjoy it at first, just because you are home or just because it is new. That will wear off and when it does, you had better be doing something that you enjoy or you will be one of the passengers on the sinking ship. 2. You must be disciplined. It is very easy to start wandering when you are working on the net. The internet is full of fun and interesting things and it is very easy to find yourself surfing or looking at something totally unrelated to your work. An email arrives that looks interesting and you decide to go check it out. Fifteen or twenty minutes later, you all at once realize that you were working. When I first started working on the internet, I found that it was taking hours to do a forty-five minute job. Use your work time wisely. I have interests that I like to explore but I have learned to do that at other times. When I go to work, I concentrate on working. I have cut my work time down tremendously since I impimented this technique. 3. Don't expect to be successful overnight. So many people have heard the internet success stories and think wealth will come fast and easy. You are starting a business and building a successful business takes time and effort. I would not discourage anyone from seeking their dream on the internet. I never enjoyed going to work for someone else every morning. Be realistic when you start out, don't expect success to just fall in your lap. If you go in with the expectations of making a big income your first few months, you are most likely going to be disappointed. 4. Be prepared for change. The internet is ever changing and to be a successful business person on the net, you have to be willing to change as well. You will find techniques that worked last week are antique this week. If you want to be successful working on the internet, you must keep up with the times. There is a lot of great information out there and I suggest that you devote some time each week to looking to find these new ideas. Check out other businesses in your field and see what they are doing. Initiate contact with other business owners in your field. You may not only learn something new but joint ventures are one of the most succesful means of doing business on the net. The internet is a great place to work. If you make that decision to venture out into cyberspace as a means of earning an income, take some time and find something you like. Create good work habits, don't have unreasonable expectations and be willing to change. These things alone are no guarentee you will be a success but it is at least a good road to start down.
A consumer survey reports that 56% of people said that they plan to start their shopping using the internet, and more than 60% said that they plan to start their Christmas shopping before the end of October! So you need to be getting your business ready now for the Christmas season if you havent already done so, you dont want to miss out on those sales. If you have a website that you can edit easily yourself, you can make these changes immediately, and start your Christmas marketing campaign quickly. Then, if you have a mailing list, as soon as your site is set up for the festive season you need to use your list to let your customers know. Keeping in touch with your customers is the key to increasing your sales and this is, of course, especially true in the holiday season. When so many smaller retailers are competing for consumer attention you need to reach out to your customers before somebody else beats you to it. Many of your competitors are already sending their Christmas marketing emails out as you read this. As more than 60% of shoppers are buying early this year, you need to capture their attention by sending your marketing message out before the holiday rush starts. Why not include an incentive? A special offer is always a good marketing tool, you could offer free postage, or buy 3 get one free, or send them a coupon code for your shopping cart that will give them a discount of some kind. Did you know that more than 79% of consumers say that free postage is an important factor in deciding where to buy?If you offer a discount or special offer, make it time sensitive, that is give the recipient a set time in which to use it. The fact is that if people do not respond soon after receiving your offer, then they probably wont respond at all, so give them a good reason to buy now by limiting the time in which the discount or special offers is available. If you are looking for new customers this Christmas why not invest in a short Google Adword campaign specifically targeted for the season, its only a couple of months away and it could prove to be one of your best investments. And finally, why dont you send a Christmas greetings email to your clients, thank them for their business and let your customers know that they are important to you. So dont let the grass grow under your feet, set up your site now ready for the Christmas shopping season, and reach out to your customers before someone else does!
Just as an experiment, a friend of mine subscribe to ten different opt-in e-mail marketing lists to see which ones are effective. Many websites and online businesses have resorted to sending promotional materials to people who have subscribed to them in an effort to boost their sales or traffic. Opt-in email marketing sends newsletters, catalogs updates and many more promotional materials to website visitors who have agreed to be updated whether monthly, weekly or semiannually. Through e-mail, an internet user that is on the list will receive their updates through email. If a promotional material piques their interest they will go to the site to learn more or to purchase outright. For the website operators or owners, this is a chance to remind their list of their existence and parlor their wares. With the numerous sites in the internet that offers the same products or services in one way or the other, the competition can get pretty tight and it is easy to be forgotten. Back to my experimenting friend, he tried to find out which opt-in marketing strategies grabbed a person into begging for more. Some would send in very simple fashion, some would very outlandish while there are some that would just lie in between. The differences could easily be noticed and some have gotten the idea of an effective opt-in marketing strategy. He dubbed them effective because he felt like he just couldnt wait to go their site and learn more, the more persuasive ones even got him halfway to reaching for his wallet and to his credit card before he realized this was only for an experiment. Many companies and site present their promotional materials in a wide variety of concepts. Each has their own distinctive style and designs, but more than the outline and the presentation, the content and the articles are what keeps the attention of your potential customer locked on to your opt-in marketing medium. Creativity is the key here.From talking to many satisfied opt-in list subscribers and forums, I have learned of what is essential in opt-in marketing and what makes the subscribers begging for more instead of lining up to unsubscribe.Keep your promotional materials light, creative and original. Many people are stressed out as it is. Getting a stuffy business proposal rather than a light hearted e-mail may just agitate them more. A warm friendly smile or banter is always more welcome than a serious business meeting or proposal. While you do want your customers to take you and your products and services seriously, you also want to show them that you know how to have fun.Splash some color in your emails as well as provide some photos and articles that can be related to you but show good news or good light hearted images as well. Provide a newsletter or promotional materials that will keep them in a light mood. Make your materials eye catching and grabbing that they wont be able to take their eyes of them. Pique their interests.Have good content and article, even if it means investing in an experienced and professional copy writer to write them for you. An effective copy writer should be able to build trust between you and your customers. They should be able to establish your credibility in what they write. It must be informative but not too stuffy. Let go of the professional jargons and talkto your recipients. A good article and content should be able to outline the benefits of your product and services and why they need what you are offering. But do not look to be overeager and too persuasive. It should be able to entertain as well as lead them to buying from you. Your promotional materials should be clear. Dont leave people guessing. You should lead them to you and not vice versa. Explain to them what they need to do in a manner that wont be confusing. Try to anticipate also what your target client needs. Do your research and information gathering, many sites will be able to help you with that. Provide clear and crisp images of what you are offering. If the people know what you have for them, they are more likely to beg for more. For example, if you are selling a car, provide them photos but only enough to encourage them to go to your site for more.