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Strategy Guide to Internet Marketing

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This is a FREE PDF guide that I wrote to provide  a little more of a framework to some of my internet marketing thoughts.

The Strategy Guide to Internet Marketing was written to be an actionable, ‘how to’ guide to help marketers and business people. Whether you’re a client-side, agency-side, with a Fortune 500 Company or a startup I’ve included strategies that you can apply to improve your internet marketing program starting today.

Clearly this is much more than a bunch of disjointed blog posts but in an effort to get something up quickly the Strategy Guide to Internet Marketing lacks a more robust framework – to an extent.  I do cover specific ways to integrate Strategy, Optimization and Communication.  Definitely check out the sections most important to you, but try to find something that you can apply right away!

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Written by Greg M

December 21, 2009 at 1:22 am

Digital Strategy Guide, The Honey Pot, Now Live!

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Dan Kurani, the president of Kurani Interactive, has written a digital strategy guide  that is available to read for free online.  The Honey Pot is a comprehensive guide to interactive marketing, digital media trends and agency insights from Dan’s 10 years of running an interactive agency.

I had the pleasure to help edit the book and after reading it cover to cover I was impressed with the amount of ground covered in 118 pages.  At its core The Honey Pot is about how to leverage digital strategies to develop a pull marketing strategy for your brand.  However, it’s much more than that ad nearly every aspect of the interactive space is delved into.

Feel free to read the ebook for free at the website TheHoneyPotBook.com or you can download the PDF version of the digital strategy ebook for free.

Written by Greg M

November 17, 2009 at 2:47 pm

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Book Review: Freakonomics

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freakonomicsI really had fun reading Freakonomics as the author’s attempt to answer questions about the real world with a data driven approach.  Kind of like a Moneyball approach to non-baseball topics.  Freakonomics discusses how people name their children, sumo wrestling, the drop in crime rate, the profitability of crack dealers and real estate among other things.

The global takeaway from the book is incentives.  Whether it’s big carrots, big sticks or some combination, every action is taken by people based on how they are incentivized.  On an individual scale or larger society actions are dictated by these incentives and if inappropriate or undesired action is being taken it is invariably because the incentives are in the wrong place.  Freakonomics uses data to try and assess where the incentives really are and their effectiveness.

To read more, pick up a copy of Freakonomics: A Rogue Economist Explores the Hidden Side of Everything (P.S.) for yourself at Amazon.com.

Written by Greg M

September 2, 2009 at 1:16 pm

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Book Review: Hot Text, Web Writing that Works

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hot textI picked up a copy of Hot Text over a year ago but it sat on my shelf until recently.  I’m currently leading a CPA program which includes writing copy for SEM ad text, landing pages, a microsite and editing copy for a content site.  Hot Text is a solid end to end solution for web writing tips but at nearly 500 pages not the type of book that you’ll read cover to cover.  However, I’ve found it incredibly useful to skip and scan the ideas that are most important to my current project.

Some random highlights from Hot Text include:

  • Case studies on FAQs, Help, and Privacy Policies
  • Tips for making your keywords stand out in text as readers scan your page
  • Recommendations for removing unnecessary copy with lots of before and after examples
  • Step by Step guidelines for press releases, email responses, and email newsletters

Pick up a copy of Hot Text: Web Writing that Works for your next copy writing assignment

Written by Greg M

August 25, 2009 at 11:38 pm

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Book Review: Marketing ROI

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marketing roiWhile I think Marketing ROI is definitely worth the read for senior marketers and newbies alike, it tends to comes more from the paradigm that marketing and advertising folk buy media and launch ad campaigns without much regard for the actual return on the money invested.  In the offline world this has historically been the case but it’s improving.  It’s not that marketers are ignorant to measuring the effects of their investments but sometimes the data points are hard to capture.  Hence this blog and my choice of professions to focus on digital where it’s much easier to measure performance and ROI.

Here are some key takeaways:
○ When calculating go/no go decisions based on ROI don’t take sunk costs into consideration
○ Future value is key and often understated when trying to measure ROI – I’ve often felt that if you know acquisitioned costs and lifetime value then that’s all you need as a business professional – pay someone else to watch all of the other numbers but if you’re on the pulse of those 2 you’ll have all you need to make the right decisions
○ Calculate a value/vulnerability rating for your customer segments and adjust service levels accordingly – sorry but not all customers are created equal and the high value ones should get the red carpet treatment
○ To most accurately capture ICV (incremental customer value) understand which short term activities for a specific segment lead to likely future behaviors – back to life time value with a touch of segmentation!
○ Measure the incremental value of each marketing investment at the smallest possible level
○ Categorize your marketing investments – e.g. Reliable Investments, Emerging Investments, High-potential Investments and Innovation Investments

Grab a copy of Marketing ROI : The Path to Campaign, Customer, and Corporate Profitability for yourself from Amazon.com!

Written by Greg M

August 9, 2009 at 7:14 pm

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Book Review: Primal Branding

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primal brandingAs a performance driven digital marketer I have to confess that my appreciation for some of the longer range goals of branding can be limited at times.  Justifiably things change rapidly in the current business landscape and will oodles of real timer performance data it’s easy to get distracted.

In an effort to better integrate our SEM, SEO and online display campaigns into the larger global brand I decided to read a copy of Primal Branding.  Overall I found the book to be an enjoyable read and especially the first half, Going Primal, that talks about brand attributes in terms of the creation story, rituals, icons, and sacred words to name a few.

Some interesting takeaways:
○ The Primal Code of Progressive Auto Insurance – 24/7 claims, 24/7 customer support, and rate comparison service.  These 3 strategies  combine to form the DNA of Progressive’s brand.
○ Research suggests that brands that connect emotionally with consumers can charge a premium of 20%-200%.  A friend of mine is a big muckety muck at Harley Davidson, and would agree that this completely accurate.
○ There are profound implications for social media.  A primal construct can create a belief system that results in a core group of evangelists that can be your brand advocates.
○ More generic services like finance, telecom and utilities can better connect with their consumer base by activating a just a few pieces of primal code in meaningful ways.

Pick up your copy of Primal Brandingat Amazon.com today!

Written by Greg M

August 8, 2009 at 6:39 pm

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Book Review: ProBlogger – Secrets for Blogging Your Way to a Six-Figure Income

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pro bloggerI’ve been managing a blog for over 2 years and when I recently had the idea to start Performance Marketing Tips I thought it was time I sought out some authoritative advice.  The aim was to get my old blog – Bloop Single – to the next level and start this blog off on the right foot.  ProBlogger was the highest rated/most current book on Amazon.com.  While earning a six-figure income may not be feasible for most, I did pick up some interesting points.

• One way to make money is to get a blog up and running and then sell it on Flippa
• This is an oldie but goodie – type in link:domain name into Google to monitor the growth of your back links
• If you’re looking to start a blog think about your interests, you’ll write more effectively on topics you’re familiar with and find it easier to stick with
• Readers love scanable content so use lists and bullets frequently when writing your blog content
• I was hoping to get a lot more in the way of advertising and monetization options but here are some advertising platforms to check out:
○ AdGenta
○ Blogads
○ CrispAds
○ IntelliTXT
○ DoubleClick
○ Kanoodle
○ LinkShare
○ Commission Junction
○ ClickBank
• Try submitting you blog content to Digg.com, StumbleUpon and del.icio.us
• Sites to check out for additional resources – www.copyblogger.com and
www.problogger.net

Pick up a copy of ProBlogger: Secrets for Blogging Your Way to a Six-Figure Income
today!

Happy blogging!

Written by Greg M

August 7, 2009 at 1:55 pm

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