INTERNET MARKETING

With the launch of Facebook for Business, not only was the social networking giant able to make it easier for small businesses to utilize Facebook features to create comprehensive and effective marketing campaigns, but  also, take a jab at its newest competitor, Google+, which has been criticized for its seemingly absent business specific features.

The Facebook sub-site conveniently launched amid criticism of Google+ boasts no new additions and instead centralizes all business related Facebook features into a single, user-friendly interface (a one stop shop for Facebook marketing).  While larger brands have already invested both time and money into the creation of well-established and interactive Facebook campaigns, many small businesses have been left on their own to decode the sometimes tricky to use Facebook business features.  Facebook ads have been deemed particularly troublesome and have even provoked the development of third party businesses to handle the job.  Facebook for Business is meant to combat this confusion and make it simple for smaller companies to substantiate their pages and create comprehensive, results-oriented Facebook campaigns. A Facebook spokesperson commented on the launch saying, “Facebook allows small businesses to create rich social experiences, build lasting relationships and amplify the most powerful type of marketing – word of mouth. We created Facebook.com/business to make it even easier for people to reach these objectives and grow.”

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Twitter increased its value to companies today when it announced that Promoted Tweets would now show up in users’ tweet timeline.

Twitter introduced its Promoted Tweets program in the spring of last year in the hopes of making money off of its rapidly growing pool of users. Until this point Twitter was mainly regarded as a PR tool used mainly for companies to make announcements about events and promotions. Yet, it was not a very good source of revenue because user Tweets about companies were technically of the same level of importance as Tweets about these businesses.  The lacking Twitter search function meant that even when users searched for a brand’s official page or Tweets they were forced to sift through all of the chatter about the brand. Often finding a company’s official Twitter or Tweets wasn’t worth the effort making advertising on Twitter effectively nearly impossible. Facebook was very quick to create a way for brands to market themselves on their site and as Twitter grew it became more and more surprising that they didn’t follow suit. Twitter’s founders told The New York Times that they wanted to build “a service that many people use, then [figure] out how to make money” much like Google did. Despite criticism of this decision Twitter held strong and waited until they had a huge (and steadily increasing) number of users, over 22.3 million visitors when they first introduced Promoted Tweets.

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The digital landscape is expanding and the public at large is becoming increasingly dependent on the idea of instant data acquisition at their fingertips. Some would argue that one of the biggest players in the online world today is Google. Google has single-handedly nearly eliminated the need for dictionaries, encyclopedias, translation services and many other once ubiquitous sources of information. As a child of the 90s I don’t remember a time when I couldn’t turn to Google for the answers to my burning questions (like “how long does fish stay fresh if it is frozen?” or “what country has the largest population of chickens?”). I can’t remember the last time I picked up an encyclopedia or dictionary because Google has eliminated my need to do so. So, I was very surprised to learn that of all the things they could have created Google decided to print a book.

What, why? That was my first reaction. I then found out that in order to endorse their new online project Think Quarterly Google was releasing a print version to be snail mailed to marketing executives and business people. Again WHY?

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With the internet boom came globalization on a massive scale. Entrepreneurs and businesses can now sell their products around the world. While the internet has solved the issue of accessibility, the product’s appeal is an entirely different story. Crossing borders means crossing cultures, and it is imperative to remember that culture-conscious advertising is what will generate sales.

Culture is traditionally seen as the language, traditions and beliefs that define a group. In marketing, culture is seen as an external factor that can sway potential buyers, meaning it is a social issue.  Understanding the culture of one’s market will lead to appropriate advertising. This can be accomplished through two kinds of research: primary and secondary.

Primary research involves direct actions by the company. Surveys, focus groups and interviews are just a few examples of this. The process is more time-consuming than secondary research but it is also more thorough. For general information, secondary research works better. This kind of research involves using information put together by a third party. Examples include Webster’s Dictionary, the Encyclopedia and even various websites run by international organizations. Information from secondary sources was gathered by another party, not the company.

Once the research is completed, applying the results can be tricky.

Cultural barriers – or rather translating cultural barriers – have created many embarrassing chapters throughout the history of international marketing. A European accessories company was in hot water last year after it mistakenly honored Gandhi by introducing a $24,000 pen to the Indian public. Yet the cost wasn’t nearly as offensive as the fact that it was made in honor of Gandhi, a man revered by Indians for his work on behalf of the poor. The company immediately apologized for their mistake.

Internet marketing is subject to the same pitfalls as traditional advertising. A Japanese company called Matsushita Electric (Panasonic) made a huge advertising blunder when it used the cartoon character Woody Woodpecker as an interactive guide to promote its new web browser. The ad stated: “Touch Woody – the Internet Pecker.” Fortunately, the mistake was realized quickly and the internet ad was yanked only 24 hours before the launch.

Cross-cultural advertising is no easy project. Sometimes it requires redrafting marketing campaigns to avoid an embarrassing outcome. The combination of primary and secondary research should help to make any campaign a success.

By Christine Warner

In website development, design is for differentiation and structure is for functionality. Design attracts the eye, structure keeps the eye. Both must be rooted in a deep understanding of online behavior to convert leads into sales.

Conversion Point Architecture aims to turn online visitors into customers. Common conversion points include visitor data acquisition such as email and phone number, visitor engagement through inquiries and social media, and calls to action such as registration and purchase. These website features are designed to engage and retain customers. The ultimate goal is to improve bottom-line through leads and sales.

Conversion Point Architecture is both a science and an art. Studies analyzing online viewing habits have proven consistent and regular behavior and eye movement. Standard reading patterns follow the shape of the letter F. First, the eye moves horizontally across the top of a web page. It then scans down slightly and repeats the horizontal motion. Finally, the eye vertically scans down the left side of a web page. Crucial information and conversion points should be organized accordingly.

The most valuable information and conversion points should appear within a web page’s fold. The fold is the portion of a web page that can be viewed before scrolling. It is the first and often the only part of a website that visitors see before deciding to leave or stay. Nonnegotiable elements of the fold include the main navigation, contact information, brand identification, product or company introduction, and site search.

Conversion points should be determined based on a website’s objective and targeted visitors. A nonprofit site seeks to gain volunteer registrants. A product site seeks to gain sales. An agency site seeks to gain new business. A software site seeks to gain downloads. Every site should have a diverse range of conversion points to accommodate varying levels of engagement.

Houses need doors. Websites need conversion points. And the more obvious the better. Visitors will leave without a clear invitation to come in and engage. They won’t linger on the porch or the landing page to stare at the exterior.

SEM Manager for inSegment, Alex Hanson was recently featured on the Bestsmallbizhelp.com, a site focused on aiding small businesses.Hanson gave his “top five tips on how to create and maintain a competitive online marketing strategy”. Read more here: http://bestsmallbizhelp.com/2011/06/small-business-online-marketing-tips-get-free-advice-from-a-search-engine-marketing-manager/

inSegment was recently quoted in the VOWS in an article entitled Online Ad-vantage which focused on the benefits of online advertising for bridal salon owners. inSegment encourages salon owners to take advantage of Google Adwords as opposed to Facebook ads because they can be more easily targeted by location as well as by search terms used.

By Diana Gershman

Long before there were letters, people communicated in symbols. Even as the Phoenicians created the first non-pictographic alphabet, symbols remained in Mankind’s psyche. One thousand years later, certain shapes continue to have meaning in our lives – particularly in advertising. The circle, the square, and the double-spiral each convey a distinct message. Understanding the language of shapes is key to properly branding one’s product.

From the beginning of our species, the circle has reigned supreme as the most recognizable shape. It is the sun and the moon, the earth and the stars, but more importantly, it is a distinctly mature, feminine shape. Since it lacks any edges, the never-ending circle comforts the consumer while projecting an aura of unity and strength. That is why advertisers often use circles to subconsciously brand products with these qualities. Historically, the circle represented wholeness, infinity, the goddess, and the sun. Today, people associate circles with international brands such as Target, Starbucks, and practically every soft drink (e.g. Coke Cola). Beyond corporate franchises, the circle’s message of nurturing and strength is a constant presence in politics. How many Americans over the years have worn a campaign button with the face, name, or slogan of their favorite representative? Alternatively, how many activists over the years have used the slashed-circle to make a point? The circle conveys a powerful message that one’s business is unified and strong yet tender to needs of its consumers. Be careful though: spirals are circular but they are not circles

The (single) spiral means fertility, continual change, and the evolution of the universe. Advertisers sometimes take the message literally by applying it to brands for environmentally conscious businesses. For example, type “ocean” or “save the (insert marine animal)” into the search engine and there’s a good chance that spiral logos will pop up. Like the circle, the lone spiral conveys a message of strength yet the fact that it’s not a closed shape makes it susceptible to change. That explains why the spiral logo is often applied to businesses that thrive on innovation or aim to produce something radically different. Non-profit organizations (e.g. Dorset Climate Change Coalition) use the spiral’s message to enhance their cause. At the same time, for-profit businesses (e.g. Tyrell Software) know that the spiral assures consumers that they are an innovative group. To convey a message of change and strength, the spiral is a superb branding option. However, some businesses rely on stability as a means to reach consumers.

Sometimes businesses need an edge. Fortunately, the square is a portrait of stability. Unlike the circle and the spiral, the square has an extremely rigid shape and symbolizes the physical world. Advertisers use the square to evoke a message of professionalism. Law firms and other companies that exist in a highly structured environment would benefit from a square logo.

It is imperative to understand the language of shapes in order to properly brand products. Each shape conveys a distinct message to the consumer. Choosing the right one increase sales revenue and ultimately benefit the company.

Red Wheel Weiser, a book publiser and retailer, has engaged inSegment to overhaul its e-commerce website with the latest tools and technologies in an effort to update its security and bandwidth. inSegment will analyze and improve the website’s transactional system as well as create ehanced promotional programs and complete more effective blog integration.

By Diana Gershman

Building a web presence on any social media site begins with an informative and attractive webpage. How a business designs that page will make the difference between a click-through and a sale. Therefore, every business should incorporate certain elements into its webpage, including visuals, contact information and more.

The purpose of creating a webpage on a social media site is to reach out to potential consumers. Since the consumer base is different for small and large businesses, it’s reasonable to assume that their webpages should differ as well. Yes and no. While businesses of all sizes aim to tap into the needs and emotions of prospective clients, their ways of going about it varies. Large banks, for example, could sponsor marathons for thousands of people and then post event photos on Facebook. Community banks, however, cater to a local market so their webpages can feature listings for neighborhood events. Yet all sizes of businesses ultimately share a common goal.

That goal is to build trust and loyalty between the business and the consumer. Visuals accomplish this by appealing to the consumers’ emotional needs. It is not enough to take a snapshot of individuals smiling next to the corporate logo. Make sure that all visuals tell a story about the overall company. For example, if one’s business is active in the community then create a photo album illustrating its activities. If one owns a large firm then produce a photo album that represents the company as a whole.

Remember that in the online business world, trust is everything. Fortunately, trust is easily gained by giving sufficient detail on company information. A good start is to offer a title, brief mission statement, phone number and store location(s) as well as a link to the company’s homepage. Some businesses will go the extra mile of creating a map of store locations. Others will go even further by making their display interactive. Just tread lightly on the amount of detail provided. Mission statements should not exceed the fold of the page, and while it is nice to read about a company’s award in customer service, no one wants to read a laundry list of accomplishments. As architect Ludwig Mies van der Rohe once said, “Less is more.”

Keep these elements in mind when creating a webpage on a social media site. The combination of relevant visuals and text will boost sales and benefit the overall company.