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INTRODUCTION ix 1 AN OVERVIEW OF NEW MEDIA MARKETING 1 Internet Marketing in a Nutshell 3 The Radio Industry's Movement toward New Media 4 Make Your Website the Center of All Your Marketing 5 Combine Traditional Ads with Keyword Buys for Maximum Impact 6 Maximize the effectiveness of keyword phrases 7 Use every opportunity to generate buzz 8 Rock Star Marketing: Effectively Combining Traditional and New Media 9 Take advantage of co-branding for maximum exposure 10 Use message boards and blogs to generate new content 10 Encourage audience participation 11 Keep selling 11 Don't let visitors ignore your advertisers 12 Use mobile marketing 12 References 13 CONTENTS 101 SMALL BUSINESS for iv Marketing in the new media 2 THE DIGITAL LIFESTYLE 15 Internet Usage by Age, Education, and Income Level 16 What are people doing online? 17 Using the Internet at work 17 Using the Internet strictly for fun 18 The Importance of Social Networking Channels 19 The Growth of Blogs 19 Promotion through RSS Advertising 20 Online Gaming Is Also on the Rise 21 Who Is Watching Online Video? 21 A Look at Podcasting 22 Partnerships in podcasting 24 Engage Consumers in Your Brand 24 References 25 3 JOINING THE CONVERSATION - EXPLORING OPPORTUNITIES ON THE SOCIAL WEB 27 Who is Using Social Networking Sites? 30 Determining the Right Social Networking Approach for Your Business 31 Engaging the Consumer, Not Selling 32 Leveraging the Influence of Blogs 33 Promoting Your Company through Facebook 33 Choosing between a Facebook Profile, Fan Page, or Group 34 Buying Social Ads on Facebook 35 Finding and Managing Your Friends on Facebook 35 Six Easy Steps for Self-Promotion on Facebook 37 Getting Your Video Seen on YouTube 38 Making Friends on MySpace 39 Getting down to Business on LinkedIn 41 Brand Ambassadors 41 Twitter 42 Find out Who is Talking about You 43 Contents v Final Notes on Social Marketing Optimization Strategies 44 References 44 4 WHY USING MOBILE MARKETING NOW IS IMPORTANT 47 Entering the Mobile Marketing Medium 47 Leaders in Mobile Marketing 48 Mobile marketing and sporting events 50 Other industries get on board 50 GIS and Mobile Marketing 51 Mobile TV 52 Free Minutes for Mobile Ads 52 Text-to-Win 53 Using Mobile Marketing to Boost Retail Sales 54 Steps for Starting a Mobile Marketing Campaign 55 Customer Respect in Mobile Marketing 57 The Future of Mobile Marketing 58 References 61 5 USING NEW MEDIA TO ENHANCE CUSTOMER SERVICE, TRUST, AND BRAND LOYALTY 63 Creating a Trusted, Branded Personality for Your Site 63 Building Loyalty through Expert Web Content 65 Generating Consumer Trust by Letting Others Do Your Talking 65 Offering Excellent Online Customer Support 66 Staying in the Forefront of Consumers' Minds 67 Using Targeted, Brand-Building Ad Buys 69 Making Your Marketing Message Matter to Your Audience 70 Creating Great Content That Keeps Consumers Coming Back 71 Creating custom content 72 References 73 vi Marketing in the new media 6 DEVELOPING NEW MEDIA CAMPAIGNS BY TARGET AUDIENCE AND INDUSTRY 75 Defining Your Target Audience 75 What Women Look For on the Web 76 Getting to Know Generation Y 78 Targeting Teens and Young Men through Online and Mobile Gaming 79 Reaching College Students through Online Social Networks 80 Finding Generation X 81 Internet Use by Seniors Is Changing Dramatically 81 Singles Have More Control of Their Time Spent Online 82 Using "Life Stages" to Find New Customers 83 New Media Technology Use by the Auto Industry 84 New Media Marketing in the Travel Industry 87 Nonprofits and Charities: Building a Trustworthy Web Presence 90 Local Marketing Strategies with Search Engines 92 When New Media Marketing Is a Must 93 References 94 7 CONTROLLING YOUR BRAND IMAGE AND PUBLIC RELATIONS THROUGH INTERNET MARKETING 97 The Benefits of Online Press Releases 99 Creating buzz around your press release 100 Optimizing your press release for RSS feeds 101 Your Brand, Your Trademark, and the Search Engines 103 Strengthening Your Online Brand through New Media Partnerships 104 Co-branding works when there is synergy 105 Co-branding guidelines 107 New Branded Television Content 107 Creating Television Shows and Commercials Exclusively for New Media Use 109 Making Brand-Building Campaigns Viral 110 References 111 Contents vii 8 IS YOUR WEBSITE READY? 113 Remember the Basics of Good Web Design 113 E-commerce Strategies from Amazon.com 115 The Importance of Easy, Safe Checkout 116 Consider your audience when providing payment options 118 The Right Way to Cross-Sell Online 118 Optimizing Your Website for Search Engines 119 Search engines read text, not graphics 119 Choose the right keywords 119 Your home page and your tags 120 Text links 123 Site maps 124 Frames 124 Flash pages, image maps, and heavy graphics 124 Link Popularity 125 Is Your Website Ready? 126 How Long Does Getting to the Top Take? 128 Paying for Positioning 129 Using landing pages 130 Writing effective ad copy 130 References 131 9 FINE-TUNING YOUR EMAIL MARKETING STRATEGIES 133 Permission-Based Email Marketing 134 Focus on Content 135 Timing Is Important 136 Write a Great Subject Line 139 Six Easy Steps for Complying with the CAN-SPAM Act 141 The State of Email Marketing 142 References 144 viii Marketing in the new media 10 MEASURING THE RESULTS 145 Web Traffic Reports 145 Looking at Averages 146 Tracking Delayed or Offline Conversions 146 Can Online Branding Be Measured? 148 Measuring the Success of Search Engine Marketing 149 Measuring the Success of Online PR Efforts 150 Measuring the Success of Mobile Marketing Campaigns 151 Tracking Online Video Results 151 Modifying Your Marketing Campaign Based on Your Results 152 References 153 11 NEXT STEPS: PULLING IT ALL TOGETHER 155 Understand Your Target Audience 155 Identify How You Will Measure the Success of the Campaign 156 Align Your Company Goals and Values to Help Build a Stronger Online Brand 156 Take Time to Plan Your Website 157 Typical Costs for Implementing a New Media Campaign 157 Invest in a Professional Website 158 Search Engine Marketing 159 Testing the Keywords before You Optimize 160 Upselling to Existing Customers through Email Marketing 161 Strategic Partnership Development (Co-Branding) 162 Connecting with the Customer 162