What if you could combine the performance-based cost element of PPC with the brand awareness potential of Online Advertising?
In a manner of speaking, that's what Affiliate Marketing does. At its simplest, Affiliate Marketing uses affiliate partner websites to display your adverts, and pays them on a Cost Per Acquisition (CPA) basis. Advertisers earn a commission on sales generated.
So while you're increasing your brand visibility, you are only paying for results. Additionally, you create revenue making opportunities for many other online publishers, helping to grow the eMarketing industry, giving you a warm fuzzy feeling.
Word-of-mouth is probably the world's oldest form of marketing. Back when humans first started trading the things they traded, they'd likely find out about where to get what they needed from others. Collaboration and information sharing is a basic human trait and perhaps the one which made us the dominant species.
Fast forward to the modern world.
Word of mouth in an electronic context.
Self-replicating distribution techniques.
Exponential growth in campaign reach.
Viral Marketing uses the connectedness of the Internet and the social networks characteristic of electronic communication to build brand awareness exponentially.
People pass on and share things that provide value, especially when the costs of sharing are low, as is the case online. Think funny video clips, interactive flash games, competitions, images, text - in fact, viral marketing is limited only by the creativity of the eMarketer. Anything that truly entertains, informs, amuses or intrigues the recipient is likely to be further distributed. A well-orchestrated viral campaign harnesses this basic fact of human nature for the good of the brand.
More and more, consumers turn to the Internet for information about products, services and the companies that offer them.
Buying a new car? Check out reviews online.
Thinking of getting in a new eMarketing agency?
Find out what others have said online about their experiences.
Your company's reputation is out there on the web for all to see. Existing and potential customers care about that reputation. And so should you.
People are talking. Good things and bad things. Praise and scorn.
Are you listening?
ORM means monitoring what's being said about you. Listening to what customers are saying.
It also means responding. Let your customers know that you hear them. Earn their trust with honesty and openness. Most importantly, engage them. Make them feel included and important and considered.
By being aware of what's being said about you online, you are able to react and put the necessary damage control strategy in place as soon as bad publicity pops up its fat, stupid, ugly head.
Business has moved online and Public Relations (PR), that indispensable tool of brand awareness, has followed.
Now that most business is conducted on the Internet; the playground of PR has moved online. WebPR allows PR to reach its fullest expression because the potential for getting your brand "out there" is limitless.
There is an assortment of ways to market your business globally through WebPR. Various online channels like, Article Banks/Directory Sites, industry related sites, as well as local and international News sites are used to distribute content containing some element of your brand.
Online press releases must drive traffic to your site (your website is not a fancy brochure; it is a marketing tool that needs visitors to become customers). To achieve this, press releases need to be optimised with the appropriate key phrases and links.
The link posted at the end of a press release or feature article is a valuable source of driving internet traffic to your website. Writing interesting, high-quality articles on relevant topics and submitting them to content distribution sites is a great way to effectively promote your website or brand.
Other Articles in the digital marketing 101 series:
- What is eMarketing and how is it better than traditional marketing?
- The Arrows in the eMarketer's quiver
- Blogging - Everyone else is doing it, so why can't I?
- A focus on natural search (beginner's guide to SEO)
- A Case Study - SEO in action
- PPC - you gets what you pays for
- A Case Study - PPC to the rescue
- Email Marketing - No not spam
- Affiliate Marketing - because we all need friends
- WebPR and ORM - blah blah blah conversations
- A Case Study - ORM: Keeping Your Ears to the Ground
- Viral Marketing - linkerbation is a normal, natural thing. Perfectly natural
- Online Advertising - Throwing a Banner into the Works
- Conversion Optimisation - Are You Closing the Deal?
- A Case Study - 2010 : Can the SA Tourism Industry Meet Online Expectations?