New Sources for Targeted Web Site TrafficWritten by Lee Traupel
Qualified traffic is lifeblood of any web site today, especially for ecommerce sites that are selling goods or services online. But, many media buyers and/or owners of web sites are paying too much for traffic by relying on top tier PPC ("pay per click") search engines like Overture or Google's Ad Words Select programs and others. There is a new breed of web site traffic brokers emerging in interactive marketing world that are brokering qualified traffic to highest bidder on a CPC ("cost per click") basis. Traffic brokers bypass tried and true business processes by flipping business proposition 180 degrees. They don't find clients and then optimize their web site for search engines; they do it other way around, by developing and optimizing their own domains for top tier search engines and then reselling this traffic by redirecting it to a destination of their choosing in real time. So, is this process illegal or unethical? It's hard to say. I don't believe these processes are more disingenuous than what's occurring with hidden "sponsorship listings" via top tier search engines, including Yahoo, MSN, LookSmart, Overture, etc. The latter are now starting to take up lion's share of first page on search results -- these results are viewed tens of millions of times per day, with many people unaware that results are "sponsored listings." To muddy digital waters even more, marketing services companies are starting to offer "trusted feed" traffic to companies who want to buy qualified traffic on a CPC ("cost per click") basis. This process is just starting to take hold in marketplace and works by a marketing services firm contacting a prospective client and offering them "trusted feed" search engine listings on a top tier web site like MSN or LookSmart on a CPC "cost per click" basis. They (the marketing services firm) then build web site pages for their client that are based on their in-depth knowledge of what search engines want and then submit these pages to search engine/directory's editors who then review sites, give "client" a top tier listing site and then share in CPC trusted feed revenue with marketing services firm. It's getting pretty murky when you start to look closely at what and how traffic originates. I don't think brokering traffic is bad or unethical as long as web site that is final recipient of traffic is offering goods and services that are identical to referring web site. And, there is a self-policing component of these types of processes -- traffic brokers want repeat business, so it is in their self interest to make sure redirected traffic is being sent to a similar web site.
| | mplementing A Successful PR Campaign: PR Does Not Stand For Press Release!Written by Todd Brabender
There’s no denying that Internet is allowing more and more entrepreneurs to start their own businesses and effectively market their new products. However, there seems to be an increasingly common misconception when these businesses try to generate media attention and publicity for their products or businesses. Over past several years, I have had more than a few clients come to me seeking “a PR” to get people interested in their products/businesses. That’s right “a PR”. Contrary to what some people think, PR is NOT an acronym for “Press Release” – it stands for Public Relations. PR is much more than just a press release and that distinction is very important to understand.I often cringe when I see articles from well-intentioned “marketing” experts that say, in effect: “simply write a press releases, pitch it to media and just sit back and reap benefits.” Unfortunately, it is far from being that simple. That statement pre-supposes that media release is written well – containing all right elements and newspegs to catch media eye – and that it is pitched and maintained in correct media market, which is often downfall of many amateur PR campaigns. By all means, a press release is an integral part of a PR campaign. But a press release alone does not a PR campaign make. A successful PR/publicity campaign for your business product, website or whatever should include many, if not all of following: ·An interesting, quality, newsworthy product that media (and its audience) will find merit in; ·A concise, articulate media release or story pitch – not a glorified ad – detailing benefits of your product/business/website and what effect it will have for it’s users; ·A supply of media “supportives” – product photos (digital & hard copy), possible review samples, etc.; ·An extensively researched media list detailing all applicable media outlets whose editorial profiles match your product/business profile. Here’s an important detail -- targets of your pitch should be “name-specific” not just “title-specific” media contacts. By that I mean media market research you compile should give you particulars like “Sally Jones-Cooking Editor” not just Tribune Newsroom or Managing Editor; ·A solid, trustworthy media contact vehicle that gets your release/media kit directly into hands of appropriate reporter/editor/producer and allows them to respond easily to your pitch. (As always, beware of press release distribution services that often times indiscriminately spew your release to hundreds of untargeted media outlets with little or no results.) Research to find out preferred method of receipt of your media targets – don’t just assume an email will suffice. Whether it’s by snail mail, email, fax or phone calls, media can’t run your story if they don’t hear about it. For one reason or another, some media may decide not to include your product/business in a placement -- but don’t let them say reason is because they weren’t made aware of it;
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