This week we learnt about Traffic. When looking at the slides we learnt there are three characteristics to traffic building which are:
· Targets: quantity, quality and cost
· Techniques: search marketing, online PR ect.
· Timing: advertising fixed campaigns
We also learnt about how important search engines are to consumers being that about 90% of users use a search engine. There are three levels of search engine marketing techniques.
· Search engine optimisation
· Pay per click
· Trust feed
We also learnt about Affiliate marketing which is when advertisers pay a host for example google when directing customers onto their link by paying a commission to the host. This type of marketing is purely commission based. Whereas PPC is when marketers pay the host or an example could be google, only when customers click onto the advert.
We also covered how customer relationship marketing is relevant to affiliate marketing which basically is that businesses want a relationship with their customers to increase the chances of repeat purchase.
When looking at viral marketing, ideally this is just another way of word of mouth. Basically viral marketing can be the use of you tube which is viewed by a lot of internet users and is a good way to promote brand.
Overall I rather enjoyed this unit. This is a different way of learning which allows us to do our own study and take our own approach of learning. I am looking forward to undertaking some more e type of subjects next semester. Thanks :)
Sunday, November 1, 2009
Week 12: Traffic
1) Find an article on affiliate marketing (for example search http://www.iabuk.net ) What is the difference between affiliate marketing and PPC (Pay per click) marketing and what are the advantages and disadvantages of both?
The article I found was a little different but I found rather interesting. The article which I found was called ‘DC Storm launches Affiliate Tracking and PPC Optimisation tool’ by econsultancy. The article discusses a new product which ideally is to improve “efficiency in administering paid search campaigns” (econsultancy, 2009) to increase the PPC ad-spend. This program is used to link the commission which has been generated through the program from the money spent on PPC clicks (econsultancy, 2009). The article also states that the group testing was conducted and over the past 6 months have a good result on the efficiency saving per month (econsultancy, 2009).
The difference between affiliate marketing and PPC marketing is basic but really distinguishes between the two. The difference is that affiliate marketing is when a marketing company pays a commission to a host when the host which could be like google brings visitors to the link. The result is the host being paid for sales, leads or visitors. Whereas PPC is basically when a company pays the host (google) for every click onto their link.
Affiliate marketing:
Advantages:
· Brings together four key components which are the merchant/retailer/brand, the network. The publisher and the customers
· They use advertising as their method using search engines
· Use reviews to increase recognition
Disadvantages:
· Having to rely on websites to ‘traffic’ to another website.
· Paying search engines and not getting a good position.
· Could pay commission but not receiving the best possible return.
PPC marketing:
Advantages:
· Only pays when the customers click onto the website.
· Charge fixed prices so this is consistent.
· Can track how many customers click onto the website.
Disadvantages:
· May not make sales, even though they do not have to pay the host, this basically is not effective or efficient.
· Only is displayed when key words have been selected
· Click fraud is a problem because the competition could continuously click onto the click trying to cost the company as much as possible.
· This is a bid base model.
2) How is CRM relevant to affiliate marketing?
When looking at affiliate marketing customer relationship marketing is relevant because the main goal of any business is to basically have returning customers. So to build a customer relationship with the customer is the most logical response. Affiliate marketing basically is to bring customers to a link through other mediums so to have a customer relationship demonstrates return on their efforts.
There are five websites which can assist with the customer relationship marketing and affiliate marketing. They are:
· infusionCRM.com
· ProphetCRM at avidian.com
· Centerbase.com
· freeCRM.com
· Leads on Rails at leadsonrails.com
3) Where does viral marketing fit into this mix?
Viral marketing fits into the mix because of its association with word of mouth. Ideally viral marketing is used to increase brand recognition or on the negative side of things decrease brand integrity. Viral marketing is seen as free marketing because an organisation ideally does not have to pay the people using viral marketing. An example of viral marketing would be YouTube. YouTube is a good way to send out information using a different medium which a lot of internet users would see because of the video content. A business could use this in their favour by conducting competitions on YouTube which allows customers to make adverts for their company in an engaging way which can increase recognition of their brand. This ideally is free advertising for the company. Viral marketing is becoming larger because of the introduction of YouTube because it lets people have their say and enables them to be creative. So overall viral marketing fits into the mix through word of mouth.
4) In the powerpoint presentation there is a link to Overture which was a 'key word' search tool. You will find that it is no longer there - one of the ongoing issues with web resources. Yahoo bought Overture and shut it down. Do your own search and see if you can find an alternative to Overture. Also see the discussion page and share your thoughts there.
Yahoo may have shut down the Overture which is a ‘key word’ search tool. But Google has made an equivalent which is Google Ad words. When reading about what this function of Google actually does it seems that Google Ad words allows people to put in words or phrases to find what they are after. Google gives a description for businesses who wish to advertise their business on Google. The description basically states that Google will display the businesses ads no matter the budget restraints. Basically the customers can search for products or services using this device and that the company only pays when people link onto the advert (Google Ad words, 2009). This demonstrates the PPC marketing tool and that Google has found their own way to generate revenue. Ideally when customers write key phrases or words into Google the advert will appear on the right hand bar selling their adverts.
5) Methods used to improve search engine ranking include Frequency of occurrence in body copyNumber of inbound linksInclusion in directories such as dmozTitle HTML TagMeta tagsHidden graphic textWhat is dmoz? Read about dmoxz in wikipedia. What seach engines use dmox? I have a personal online book business called OZRURAL. Is it listed in dmoz?
When looking at the wiki page dmoz which is also referred to as the Open Directory Project is basically an open content directory of the World Wide Web. This device was originally owned by Netscape which is a volunteer type of program which is maintained by the community and volunteer editors (wiki, 2009). This allows customers to go onto this directory to search for books or companies which would allow direct links to the keywords which have been used. For example by using OZRURAL into the search different links will appear.
When typing OZRURAL into the search, there are two listings which are on the Dmoz website. The two listings are:
OzRural - New and Pre-loved horse books bought, sold or exchanged. Specialise in rare and hard to find classics.-- http://www.ozrural.com Shopping: Publications: Books: Sports and Recreation: Equestrian (1)
Ozrural - Includes rural news, bookshop, alternative and farm diversification information and links.-- http://www.ozrural.com Regional: Oceania: Australia: Victoria: Localities: B: Ballarat: Business and Economy: Agriculture (1)
(Dmoz, 2009).
References:
https://adwords.google.com/select/KeywordToolExternal
http://econsultancy.com/blog
http://en.wikipedia.org/wiki/Open_Directory_Project
http://www.affiliatetips.com/crm-solutions-for-affiliate-marketing.html
http://en.wikipedia.org/wiki/Pay_per_click
http://en.wikipedia.org/wiki/Affiliate_marketing
http://search.dmoz.org/cgi-bin/search?search=OZRURAL
The article I found was a little different but I found rather interesting. The article which I found was called ‘DC Storm launches Affiliate Tracking and PPC Optimisation tool’ by econsultancy. The article discusses a new product which ideally is to improve “efficiency in administering paid search campaigns” (econsultancy, 2009) to increase the PPC ad-spend. This program is used to link the commission which has been generated through the program from the money spent on PPC clicks (econsultancy, 2009). The article also states that the group testing was conducted and over the past 6 months have a good result on the efficiency saving per month (econsultancy, 2009).
The difference between affiliate marketing and PPC marketing is basic but really distinguishes between the two. The difference is that affiliate marketing is when a marketing company pays a commission to a host when the host which could be like google brings visitors to the link. The result is the host being paid for sales, leads or visitors. Whereas PPC is basically when a company pays the host (google) for every click onto their link.
Affiliate marketing:
Advantages:
· Brings together four key components which are the merchant/retailer/brand, the network. The publisher and the customers
· They use advertising as their method using search engines
· Use reviews to increase recognition
Disadvantages:
· Having to rely on websites to ‘traffic’ to another website.
· Paying search engines and not getting a good position.
· Could pay commission but not receiving the best possible return.
PPC marketing:
Advantages:
· Only pays when the customers click onto the website.
· Charge fixed prices so this is consistent.
· Can track how many customers click onto the website.
Disadvantages:
· May not make sales, even though they do not have to pay the host, this basically is not effective or efficient.
· Only is displayed when key words have been selected
· Click fraud is a problem because the competition could continuously click onto the click trying to cost the company as much as possible.
· This is a bid base model.
2) How is CRM relevant to affiliate marketing?
When looking at affiliate marketing customer relationship marketing is relevant because the main goal of any business is to basically have returning customers. So to build a customer relationship with the customer is the most logical response. Affiliate marketing basically is to bring customers to a link through other mediums so to have a customer relationship demonstrates return on their efforts.
There are five websites which can assist with the customer relationship marketing and affiliate marketing. They are:
· infusionCRM.com
· ProphetCRM at avidian.com
· Centerbase.com
· freeCRM.com
· Leads on Rails at leadsonrails.com
3) Where does viral marketing fit into this mix?
Viral marketing fits into the mix because of its association with word of mouth. Ideally viral marketing is used to increase brand recognition or on the negative side of things decrease brand integrity. Viral marketing is seen as free marketing because an organisation ideally does not have to pay the people using viral marketing. An example of viral marketing would be YouTube. YouTube is a good way to send out information using a different medium which a lot of internet users would see because of the video content. A business could use this in their favour by conducting competitions on YouTube which allows customers to make adverts for their company in an engaging way which can increase recognition of their brand. This ideally is free advertising for the company. Viral marketing is becoming larger because of the introduction of YouTube because it lets people have their say and enables them to be creative. So overall viral marketing fits into the mix through word of mouth.
4) In the powerpoint presentation there is a link to Overture which was a 'key word' search tool. You will find that it is no longer there - one of the ongoing issues with web resources. Yahoo bought Overture and shut it down. Do your own search and see if you can find an alternative to Overture. Also see the discussion page and share your thoughts there.
Yahoo may have shut down the Overture which is a ‘key word’ search tool. But Google has made an equivalent which is Google Ad words. When reading about what this function of Google actually does it seems that Google Ad words allows people to put in words or phrases to find what they are after. Google gives a description for businesses who wish to advertise their business on Google. The description basically states that Google will display the businesses ads no matter the budget restraints. Basically the customers can search for products or services using this device and that the company only pays when people link onto the advert (Google Ad words, 2009). This demonstrates the PPC marketing tool and that Google has found their own way to generate revenue. Ideally when customers write key phrases or words into Google the advert will appear on the right hand bar selling their adverts.
5) Methods used to improve search engine ranking include Frequency of occurrence in body copyNumber of inbound linksInclusion in directories such as dmozTitle HTML TagMeta tagsHidden graphic textWhat is dmoz? Read about dmoxz in wikipedia. What seach engines use dmox? I have a personal online book business called OZRURAL. Is it listed in dmoz?
When looking at the wiki page dmoz which is also referred to as the Open Directory Project is basically an open content directory of the World Wide Web. This device was originally owned by Netscape which is a volunteer type of program which is maintained by the community and volunteer editors (wiki, 2009). This allows customers to go onto this directory to search for books or companies which would allow direct links to the keywords which have been used. For example by using OZRURAL into the search different links will appear.
When typing OZRURAL into the search, there are two listings which are on the Dmoz website. The two listings are:
OzRural - New and Pre-loved horse books bought, sold or exchanged. Specialise in rare and hard to find classics.-- http://www.ozrural.com Shopping: Publications: Books: Sports and Recreation: Equestrian (1)
Ozrural - Includes rural news, bookshop, alternative and farm diversification information and links.-- http://www.ozrural.com Regional: Oceania: Australia: Victoria: Localities: B: Ballarat: Business and Economy: Agriculture (1)
(Dmoz, 2009).
References:
https://adwords.google.com/select/KeywordToolExternal
http://econsultancy.com/blog
http://en.wikipedia.org/wiki/Open_Directory_Project
http://www.affiliatetips.com/crm-solutions-for-affiliate-marketing.html
http://en.wikipedia.org/wiki/Pay_per_click
http://en.wikipedia.org/wiki/Affiliate_marketing
http://search.dmoz.org/cgi-bin/search?search=OZRURAL
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