Walk A Fine Line

Take A Walk On The Wild Side

Having a little trouble grabbing some attention for your products? Well, have you considered that you may be playing it too safe to be noticeable. Let’s face it, people who get attention aren’t typically the shy and unadorned kind, they are the more extroverted and rambunctious crowd. So, is your product too staid to really go after the traffic on the web, and generate genuine interest and enthusiasm? Well, then you might want to think about taking a walk on the wild side.

Controversy Sells

If you find yourself shying away from controversy, this is one area you genuinely need to explore. It doesn’t even have to be your own created controversy, it can be someone else’s controversy, and all you’re doing is adding to the conversation. For instance, when eBay first came out with it’s policy to not allow infoproducts on their auction listings unless sellers delivered a physical product, like a CD or DVD, it generated a huge controversy around the Internet.

While others where moaning about the collapse of their business models, there were more astute business people who exploited the opportunity to get some free publicity by offering products to help sellers transform their business model so they could continue to sell on eBay. No matter what side you were on, whether it was a bad or a good policy, the fact is that the amount of controversy that it produced provided a perfect opportunity to ride a wave of free publicity, if you can help people overcome some of their issues.

Walk A Fine Line

So, yes, you do want to constantly look out for opportunities that come with issues of great controversy. They typically have a short window, but during that window, you can get instant product and name recognition, if you play your cards right. What you don’t want to do is align yourself with one side or another and alienate half your customers. There is a fine line you must walk if you dare to walk on the wild side. You want to engage the controversy, but you don’t want your name associated with negatives of the entire thing too. And, certainly there are some controversies that are simply “too hot to handle.”
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Don’t Burn Yourself Out

Unless you are Planned Parenthood, the odds of a classic online business wanting to engage an abortion controversy is almost non-existent. It’s just a controversy that is extremely volatile and can end up burning people out instead of creating enthusiasm and genuine interest in the topic. So, engage controversies that are interesting, have some oomph, but avoid the ones that are going to cause problems for your public image or alienate too many of your customers. If you do find that you’ve inadvertently done that by accident, retract your support immediately, issue an apology to all your customers, regardless of the issue, and move on. So, it does take a bit of daring to engage controversy, but the strategy can enliven your business overnight, if done properly. If you do that, you can take a walk on the wild side, and learn how to position your products to profit with a wave of free publicity.

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Online Advertising Will Continue Growing despite Weakening Economy

On August 2008, eMarketer has released the latest projection about Online Advertising. The interesting point is that advertiser will spend more money on online advertising. eMarketer saw online advertising growing from $24.5 billion in 2008 to $28.5 billion in 2009. eMarketer benchmarks its online ad spending projections against quarterly reports by the Interactive Advertising Bureau (IAB), which uses PricewaterhouseCoopers (PwC) to conduct its surveys. For the first half of 2008, the IAB reported 15.2% growth for online ad spending, which is in line with eMarketer’s predictions.

As lately reported, many companies consider to increasing the online advertising, one of them is General Motor. General Motors is leading the auto industry in shifting their traditional advertising campaigns to online marketing. The third-largest advertiser will spend half of their $3 billion advertising budget online. They give it 3 years to get there. Last year GM spent $197 million online.

The survey of McKinsey & Co on June, showed, 91% of 340 senior marketing executives worldwide are using online advertising, and over one-half indicate that their companies plan to maintain or exceed current levels where possible. Even more telling, 55% of marketers said they’re cutting expenditures on traditional media, precisely in order to increase funding for online efforts.

The prediction above even more reinforced by the latest news about the internet search giant Google. Channelnewasia.com reported at 17 October 2008, “Google earnings up despite weakening economy”. Net profit rose 26 per cent in the third-quarter from the same period last year to 1.35 billion dollars while revenue was up 31 per cent at 5.54 billion dollars, beating the expectations of Wall Street analysts despite the weakening US economy.

“Why is online advertising more profitable than traditional media? According to eMarketer, There are the seven reasons:

1. The Internet is inherently more measurable and accountable than are traditional channels.

2. The Internet allows for better, more-granular targeting than do other forms of media. That reduces media waste and can save marketing dollars.

3. The Internet is interactive, thereby allowing for a higher degree of engagement with consumer and business prospects and customers.

4. Particularly among younger consumers, the Internet is accounting for a larger and larger share of total media time; numerous studies demonstrate that teens, millennials and other younger cohorts are spending more time online per week than they are watching television.

5. The Internet plays into the consumer-in-control movement and therefore provides new opportunities for marketers to be a part of their conversations about interests, attitudes, shopping plans and even brands.

6. New Web 2.0 phenomena such as blogs, social networks and Twitter provide marketers with the potential to gain rich insights into consumer behavior and attitudes (the Internet is like a perpetual focus group on steroids).

7. The Internet, unlike any other medium or channel, allows marketers to reach prospects throughout the entire consumer buying cycle, from initial awareness through pre-information-gathering to sales and post-sale feedback and support.

Testimonial Advertising

In the law, testimony is a form of evidence that is obtained from a witness who makes a solemn statement or declaration of fact. Testimony in the form of opinions or inferences is generally limited to those opinions or inferences that are rationally based on the perceptions of the witness and are helpful to a clear understanding of the witness’ testimony.

Testimonial Advertisement is promotional method in which one or more testimonials from satisfied customers are used. Advertising copy approach using an individual who has tried a product and been satisfied with it to favorably endorse the product. The endorsement may be in the form of a statement or a letter, and the individual may be a well-known personality, such as an actor or athlete, or a satisfied customer appearing as an impartial “person in the street.” The idea behind testimonial advertising is that a prospective customer may be favorably influenced to try a product when it has been praised by another impartial consumer, or by a known personality whom the consumer may wish to emulate.

Many companies using Testimonial Advertisement to introduce their products. Testimony was really popular for the people who active in business with the network base business. Nevertheless, the products that using the conventional distribution also exploit this method. For example, a smiling upper-middle class mother may demonstrate her excitement about a laundry soap and describe the benefits that she receives from using it. Marketers feel that the use of testimonials adds a personal touch to their appeal and also portrays a populist image.

The condition for using Testimonial Advertising when the content of the endorsement relevant to the product that promoted. Honest and spontaneous. The true way to make an testimonial ads is not using the script, but using the spontaneous sentence from the consumer. Because when the endorsement using the script that was memorized, the element of spontaneity and honesty could be disappear. It will affect on the product credibility.

For maximum effectiveness, the non-celebrity testimony should come from a person with a similar demographic profile to the people in the target market. In the case of celebrity endorsements advertisers aim to use the recognition-factor to draw on the halo effect. In theory, this source credibility transfers from the celebrity to the advertised product, brand, and manufacturer. A problem with using celebrity endorsements involves any negative publicity that the celebrity might get: it will also transfer back to the product, thereby reducing brand equity.

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Traffic Generation

Traffic is the lifeblood of your online business. The more targeted traffic you send to your website the better your click ratio will be and the more sales commissions you will receive. Here are 5 ways that you can use to drive visitors to your website.

Blogging: You can write some interesting snippets or teasers for readers and link them to interesting places on your site. In this way you will be creating back links to your site, which will help you to improve search engine ranking. Combine this promotion with RSS feeds for more traffic.

Forums: Are fun ways to promote your business. Post question and answers in these forums. You will learn a lot and help others. Although you cannot advertise as such here or in discussion groups and boards you can leave your little email signature every time you post.

Viral marketing is one of the oldest and best forms of marketing. There are several ways to do this but the easiest is just to give away an e-book on your site and have a couple of links, and a full-page ad in the back for your product or service. Grant permission to your readers to give away the book and see this promotion snowball.

Social marketing like MySpace have also caught on and will work for some markets.

Article distribution is also a powerful way to promote your business and you can write or have articles written that are interesting and informative to your readers. This will bring many targeted visitors to your site. Moreniche.com offers many resources including free weekly content in the form of articles. You can modify these and use them for your article distribution. This will save you a lot of time.

Link Exchange, Another Way to Increase Traffic

A link exchange is a confederation of websites/weblog that operates similarly to a web ring. Webmasters register their web sites with a central organization, that runs the exchange, and in turn receive from the exchange HTML code which they insert into their web pages.

According to the SEO experts, link exchange is one of many ways to raise up the Page Rank which is will increase the traffic of the website, so that, many web master use it.

How to get the links? If you don’t have a central organization to run the exchange, please involve contacting other webmasters for possible link exchange partnerships. Find out the website that related to your own website. When you felt appropriate, placed the link into your site and send the webmasters a personalized email asking to establish a reciprocal link exchange with them. Usually, using the message box or a good comment will help you to get the deal.

If they’re not familiar with what you propose, an unlikely possibility since this is a hot discussion topic all over the Internet, spell out the mutual advantages of exchanging links to them. Naturally, the best partners for you to find are those webmasters who are on the receiving end of lots of traffic.

However, too many outgoing links may decrease the rank, because Google does not like pages that consists mainly of links, so you’d better keep them under 100 per page. Having many outgoing links does not get you any benefits in terms of ranking and could even make your situation worse.

So, the balance between incoming and outgoing links, will help you to get more traffic and raise the Page Rank, in addition you will get many new friends around the world. It’s very heavenly.