Phil Buckley from Capstrat did a great unbiased Google social media search presentation (are there other real options?). He shared some surprising information about the value of social links on search engines. Google and other search engines do index some social content and links and not all of the links are given the same value. Links in Tweets tend to have lower value than Facebook social engagements. Shared content with links can have much higher link value. Phil also explained that Google seems to be shifting away from traditional technical measurements (keyword location and density) to more social value (Google patents for machine learning. We spent a fair amount of time discussion Google’s Panda update which devalues web sites that contain duplicate, copied, or rewritten content (content farms). The bottom line is search continues to change and this SEO Meetup group has access to the latest strategies and tactics to stay on top!
At the Internet Marketing Mastermind Group – IMMG meetup meeting, Teddy Garcia from Cyber Media Marketing explained that web seminars – webinars offer companies the ability to extend their marketing reach (no geographic boundaries), with lower cost, and have extremely high conversion rates (10% to 30%). Teddy gave some good tips on how to increase the perceived value of web seminars and ways to more effectively promote and optimize automated web seminars. He described that automated webinars can be setup to begin accepting and providing media to seminar participants without the need for manual operation at a future time (scheduled webinar). While there is valuable information provided to attendees, visitors may not be aware that the webinar is pre-recorded. This increases the perceived value of the webinar. He explained that the use of pre-recorded webinars allows for testing of key elements (sequences of content, formats, layouts) that can optimize conversion rates.
Since many of the Internet marketing programs and metrics were introduced in the 1990s, they are still relatively new and continuously changing. Internet marketing techniques that may have worked well in the late 1990s and in the early 2000s may have decreased in effectiveness or even be not usable now.
Promotion Saturation (Ad Blindness)
Promotion saturation is the over promotion of a product or service. When consumers are overwhelmed by media promotions, they become desensitized and ignore or bypass advertising promotions. This results in much lower response rates. An example of promotion saturation is the overuse of banner ads. As a result, the click through rate for banner ads has decreased to below ½%.
Customer Ad Filtering (Ad Blocking)
In response to over promotion, customers are setting up ad filters (such as SPAM filters) to remove unwanted promotion messages. This means that it is getting much harder to reach prospective customers even when the ad is actually sent to their address.
Shift to Pull Marketing
Marketing programs are shifting from one-way broadcast promotions (TV, radio, and magazines) to interactive advertising (Internet portal ads and search marketing). The revenue streams for pull marketing programs are increasing by more than 70% compared to stagnant or decreasing marketing dollars spent on traditional broadcast media.
Increasing Internet Marketing Costs
Internet marketing costs have been increasing as more companies discover how to effectively use them. An example of increasing Internet marketing costs is the pay per click cost trend in keyword advertising programs (search marketing). When they were introduced in the early 2000s, the cost per click was low (about 5-10 cents per click) and the response rates (2% to 5%) were high. As keyword advertising programs evolved, the cost per click has increased (now over $1 per click) while the response rates (about 1/2% to 1%) have decreased.
Business owners and managers are discovering that existing sales and marketing programs are not working well and Internet marketing programs are becoming a critical part of their business operations.
Business managers need to understand which Internet marketing options match their products and services along with their business operations. Some have already discovered that Internet Marketing programs can have significant failures that have high costs.There seems to be an endless supply of Internet marketing consultants who promise great results at high cost but delivery much less.
To help business owners and managers understand what their Internet marketing options are and which are likely to work in their situation, we created the Internet Marketing for Business Managers book. This book was created by a team of experienced Internet marketing experts who understand and use the many different types of Internet marketing programs. You will learn how Internet Marketing programs work, discover typical performance results, and be able to determine which programs are likely to work for your company.
You will not become an Internet marketing consultant by reading this book. There are many factors that influence how successful Internet Marketing programs will be for your products and services. You will learn which Internet marketing programs can work well for your products and company. The goal of this book is for you to create a list of Internet marketing tasks and projects that will help your business.