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Make the Most of your Marketing Budget with Internet…

Given today’s media consumption habits, it is essential to allocate a portion of your marketing budget to online. But are you getting the most from your investment?
Working with an online marketing expert ensures you use the right mix of tactics for each campaign. These could include:

  • Banner advertising
  • Pay-per-click advertising
  • Blog marketing
  • Article marketing
  • Email marketing
  • Viral marketing
  • promotional websites and
  • Search engine marketing/optimisation (SEM/SEO)

Banner advertising

The original online marketing tool and still used widely, these days banner ads can include page takeovers, large format sizes and with new technologies, be updated with real-time content on-the-fly, to maximise an effective message or tie-in with a current event.

Pay per Click advertising

This strategic and highly targeted approach offers best value for money, as you only pay for ads or links that are clicked on. However, using this niche approach you may miss a potentially wider market. There is also the risk of losing your targets if the message doesn’t resonate. Some fine-tuning may be required to get the results you expect.

Article Marketing

As well as paid online advertorials, many businesses create libraries of resource articles which both explain, as well as subtly sell, their wares. These can be published on their own site/s, and also provide content to others. On top of using the information to engage and convert potential buyers, highly ranked articles can also boost a site’s search engine ranking, if many others sites link to it.

Email Marketing

A well established form of communicating with existing or prospective customer, an eNewsletter can inform, sell and entertain, with the most effective doing all three in a succinct format. With today’s spamming laws it is mandatory to maintain an up-to-date database which respects a recipients’ contact preferences.

Viral Marketing

Spawned and supported by email, viral marketing success depends on creating an entertaining or interactive piece that people wish to forward to friends and colleagues. This type of activity is created everyday in the form of puns and jokes, and can be used a guerrilla tactic by brands to engage or inform.

Blog marketing

Evolving the community aspect of online a step further, blog marketing uses a tribal environment to create a culture of inclusion. In this way blogs also become a useful tool for mining opinions and behaviours of key targets. It is imperative than any corporate voices driving the blog are pitched to suit the participants.

Promotional sites

In one form or another all websites provide an aspect of marketing support. Promotional sites however have been built specifically as a campaign element to support a promotion, as an entry mechanic and/or a loyalty builder. They are the perfect avenue to run sampling and can provide additional tie-ins that cost very little to deliver such as screensavers, cursors etc.

Search Engine Marketing (SEM) & Search Engine Optimisation (SEO)

The ultimate requirement in web marketing success, SEM and SEO drive traffic to your site. Smart copy and build will ensure your site is easy for search spiders to mark. To rate on the most popular engines you will need to submit and sometimes pay for the privilege. Other sites linking to yours will improve rankings. You can also buy search engine listings to ensure a higher placement.

Use an online marketing expert

More than any channel, the web enables marketers to track consumer actions and closely monitor ROI. If you are not getting high value for money from your web marketing dollars, you may need to revisit your strategy. Talk to me about how we can help you.

David Ogilvy

Census can be viral too!

I like the census. Something about filling out a form with no wrong answers. Everything is valid data and interesting to someone. I am not sure how this viral craze started but have you heard of the Jedi Knight religion in Australia? Well some smart cookie figured out that you need 10,000 people to acknowledge that they belong to a particular religion they decided to take advantage of this. Did you know that one of the religions in Australia is Jedi Knight. That is my religion! I popped it on the form last night. I dont know how that crazy started but for some reason I heard it from someone or there was some sort of email and I just couldnt help myself but do a bit of antidisestablishmentism.

Ambi Pur’s are valuable

I heard another story the other day that someone had their car broken into just to steal the Ambi Pur on the dash board. Now when I heard that I felt that stunk of an agency sending a WOM campaign out there. It gives the product a perceived value when really its just like any other dangling piece pine tree you see making your car smell like a mixture of how it did before and when a christmas tree gets too old.

Fred Schebesta is highly addictive

I have been told by a few people that I have quite an addictive personality. That is hard for me to write and say to people but to be honest I really like being around people. Its the stimulation of the ADD perhaps? I dont have ADD in a bad way I think I just get some similar symptoms. I get all gittery and crave stimulation. My mind goes at 3.6 million thoughts a second and I try to explain it to every single person I know.

I have another theory about viral things. I dont think you can manufacture viralness. Its like saying an agency can make a brilliant ad everytime. Agencies have no idea if an ad is going to pull its tits off or just be hated by every single person. They just go through the creative strategy process and most of the time it produces good ads. David Ogilvy said that every Ad man produces between 3 to 5 stunning ads or concepts in their life and the rest is just average black and gold no name never to be talked or seen again advertising. I believe that and I think the same is with Viral. The big huge ad was good but the Tooheys one was in the same mold but just bored me and pissed me off. Especially because they used trebuchets.

I love trebuchets because I am a gamer and Age of Empires 2 trebuchets were superb.

Viral marketing

Foshizzle your webizzle with Gizoogle

Okay, I don’t know what I just said. Apparently some poeople dig that kind of speak. So much so that someone’s invented a little website called Gizoogle.

It translates text on a website into this “izzle” language.

But after you’ve had a couple of laughs and passed it onto your friends, you’ll notice that this is probably a website to promote*.

In case you haven’t caught on, is another social networking website that’s totally free and free of ads. It’s funded by a millionaire who’s most likely waiting to make some more millions by waiting for a large company to buy out his business. knows that getting members will work best by word of mouth. So what better way to encourage word of mouth marketing online than to invent a fun little site that translate serious sites into funny garble?

The great thing about this word of mouth marketing method is that Gizoogle is a tool that would appeal to the younger generation who are really getting into the izzle speak. Aren’t they the perfect group of people to get onto I think so.

The Gizoogle website has been running since 27 Jan 2005 and has had over 2.9 million unique visitors to date. You can see the detailed stats by scrolling down to the bottom of the website and clicking on that minute chart image.

Great viral WOM marketing!

* This statement isn’t substantiated, but was made by inference. Please add your comments if you can prove that it’s true or false.

Online gaming and marketing games

Viral Marketing Game from PMI Insurance

I love games! Especially viral ones. They just enthuse me and keep me entertained for hours. I am not sure how long I played that DHL one with Santa and how he had to keep trying to get the presents into the DHL car. I would play it now if I knew the link. I recommend to our clients games in particular instances where they want to deliver some serious awareness and build some more interaction with the brand.

PMI Insurance just rolled out there 3rd online game and its superb! A world Cup Soccer competition that just keeps me hooked for hours.

I love the way that the scores are entered and the 3D effects of the ball spinning. That part gets me everytime. We really enjoyed helping PMI with this game and given the exceptional results of the previous games I hope this is twice as successful!

Let me know what you think?