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The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
The Ten Golden Rules of Internet Marketing: CRM Edition
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The Ten Golden Rules of Internet Marketing: CRM Edition

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Jay Berkowitz, CEO, Ten Golden Rules, Las Dies Reglas de Internet Marketing: Edición CRM. The Ten Golden Rules of Internet Marketing: CRM Edition

Jay Berkowitz, CEO, Ten Golden Rules, Las Dies Reglas de Internet Marketing: Edición CRM. The Ten Golden Rules of Internet Marketing: CRM Edition

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  • I relly wish to get this ppt. it wouls be a great help.

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  • pls i want to have this file, it is great, thanks
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  • Great to get an overview!
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  • 1. The Ten Golden Rules of Internet Marketing CRM Edition May 11, 2007 Jay Berkowitz [email_address] 561-620-9121
  • 2. Career Highlights <ul><li>Developed ‘Live’ campaign used in 208 countries </li></ul><ul><li>Managed largest territory in country. Promotion increased sales 34% </li></ul><ul><li>Developed internet sales and marketing strategy, sold first integrated deal </li></ul><ul><li>Created 4 of 6 ‘Hall of Fame’ banners </li></ul><ul><li>Launched Atkins Diet Online, 22 diets overall </li></ul><ul><li>Launched TenGoldenRules.com in 2003 </li></ul>
  • 3. <ul><li>Marketing Consultants </li></ul><ul><li>Drive more visits to your site </li></ul><ul><li>Convert the visits to sales </li></ul><ul><li>Strategy, Creative, Affiliate Management, Landing Pages, Search, Blogs, Optimized PR </li></ul>What is TenGoldenRules.com?
  • 4. Objectives <ul><li>Define the ‘CRM Internet Lifecycle’ </li></ul><ul><li>How to integrate the internet and CRM activities </li></ul><ul><li>How to improve your website so it shows up in Google searches </li></ul><ul><li>What online business models are working, and not working today </li></ul><ul><li>How to build ongoing relationships with the customers who visit a website </li></ul><ul><li>How to capitalize on the Ten Leading Trends in online marketing today. </li></ul><ul><li>Review your websites </li></ul><ul><li>1 Free Internet Marketing Consultation, $100 Yahoo Search </li></ul>
  • 5. CRM Internet Lifecycle Prospect / Customer
  • 6. CRM Internet Lifecycle Website Traffic Prospect / Customer
  • 7. CRM Internet Lifecycle Opt-In / Trial Website Traffic Prospect / Customer
  • 8. CRM Internet Lifecycle Lead Opt-In / Trial Website Traffic Prospect / Customer
  • 9. CRM Internet Lifecycle Follow-On Newsletter Lead Opt-In / Trial Website Traffic Prospect / Customer
  • 10. CRM Internet Lifecycle Sale Follow-On Newsletter Lead Opt-In / Trial Website Traffic Prospect / Customer
  • 11. CRM Internet Lifecycle Up Sell Retention Sale Follow-On Newsletter Lead Opt-In / Trial Website Traffic Prospect / Customer
  • 12. The Ten Golden Rules of Internet Marketing
  • 13. Rule #1 - There are no ‘rules’ <ul><li>Block everything you ‘know’ about marketing </li></ul><ul><li>Test, test and test again </li></ul>
  • 14. Rule #1 - There are no ‘rules’
  • 15. Best Banner ~1.00% CTR New Banner 2.00%+ CTR
  • 16. Rule #1 - There are no ‘rules’ <ul><li>Block everything you ‘know’ about marketing </li></ul><ul><li>Test, test and test again </li></ul><ul><li>Applies for site design, banners, search, email, pricing </li></ul><ul><li>Apply direct marketing practices </li></ul><ul><ul><li>40:40:20 rule </li></ul></ul><ul><ul><li>Identify ‘control’ </li></ul></ul><ul><li>There are no bad ideas </li></ul><ul><li>PS – It is hard work </li></ul>
  • 17. Rule #2 - The Internet is not television <ul><li>Common mistake with internet marketing, to use television strategy </li></ul><ul><ul><li>Pareto Principle </li></ul></ul><ul><ul><li>IDIC </li></ul></ul><ul><ul><li>8 Second Rule </li></ul></ul>4
  • 18.  
  • 19.  
  • 20.  
  • 21. Rule #2 - The Internet is not television. <ul><li>Step 1: What is a customer worth? </li></ul><ul><li> LTV – Life Time Value Analysis </li></ul>
  • 22. Life Time Value Analysis
  • 23. Rule #2 - The Internet is not television. <ul><li>Step 1: What is a customer worth? </li></ul><ul><li> LTV – Life Time Value Analysis </li></ul><ul><li>Step 2: What does it cost to acquire a customer? </li></ul><ul><li>CPA – Cost Per Acquisition </li></ul>
  • 24.  
  • 25. CPA – Cost Per Acquisition
  • 26. CPA – Cost Per Acquisition
  • 27. Rule #2 - The Internet is not television. <ul><li>Step 1: What is a customer worth? </li></ul><ul><li> LTV – Life Time Value Analysis </li></ul><ul><li>Step 2: What does it cost to acquire a customer? </li></ul><ul><li>CPA – Cost Per Acquisition </li></ul><ul><li>Step 3: Make sure customers can find you: </li></ul><ul><li>“ Search is the New Prime Time” </li></ul>
  • 28. Pay-Per-Click Search “Paid Advertising”
  • 29. Free Search “PR” ‘ Natural’ or ‘Organic’ 72% Prefer Left Side
  • 30. Key Website Measures
  • 31. Firefox Browser – SEO Quake Free Golden Tool
  • 32. http://www.mozilla.com/en-US/firefox Free Golden Tool
  • 33.  
  • 34. Key Website Measures <ul><li>Alexa.com http:// download.alexa.com/index.cgi </li></ul><ul><li>Ranking based on unique visitors and page views </li></ul><ul><li>Traffic Details </li></ul><ul><li>Related Links </li></ul>Free Golden Tool
  • 35. Alexa Rank #1
  • 36. Alexa Rank #3
  • 37. Alexa Rank 320,721
  • 38. Alexa Rank 277,397
  • 39. Alexa Rank 13,555
  • 40. Alexa Rank 7,870
  • 41. Alexa Rank 42,065
  • 42. Alexa Rank 7,614
  • 43. Alexa Rank 182,650
  • 44. Alexa Rank 280,605
  • 45. Alexa Rank 52,751
  • 46. Alexa Rank 422,499
  • 47. Page Rank <ul><ul><li>Google Page Rank http://toolbar.google.com </li></ul></ul><ul><ul><ul><ul><li>A link from page A to page B is a vote for page B. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Votes cast by &quot;important&quot; pages weigh more heavily </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Relevant pages weigh more heavily </li></ul></ul></ul></ul>Free Golden Tool
  • 48. Google Page Rank 10/10
  • 49. Google Page Rank 7/10
  • 50. Google Page Rank 6/10
  • 51. Google Page Rank 6/10
  • 52. Google Page Rank 5/10
  • 53. Google Page Rank 4/10
  • 54. Google Page Rank 4/10
  • 55. Google Page Rank 3/10
  • 56. Three Keys for Free Traffic <ul><li>The right words on the page </li></ul><ul><li>Links to your site </li></ul><ul><li>Matching meta tags </li></ul>
  • 57. Yahoo! Search ‘Keyword Selector Tool’ http://inventory.overture.com Free Golden Tool
  • 58. Target 250-1000 words on each page Copy and paste text into a word document. Customers Forever has 1,046 words!
  • 59. Include Keywords in Meta Tags
  • 60. Build Links to the site 77 Links to the site
  • 61. Sponsored Link Position #2
  • 62. Test a Google PPC Account
  • 63. Rule #3 - Create a UVP <ul><li>Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you: </li></ul>
  • 64. Rule #3 - Create a UVP <ul><li>Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you: </li></ul>
  • 65. Rule #3 - Create a UVP <ul><li>Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you: </li></ul>
  • 66. Rule #3 - Create a UVP <ul><li>Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you: </li></ul>
  • 67. Rule #3 - Create a UVP <ul><li>Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you: </li></ul>
  • 68. Rule #3 - Create a UVP <ul><li>Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you: </li></ul>
  • 69. Rule #3 - Create a UVP <ul><li>Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you: </li></ul>
  • 70. extremehalloween.com Create a “UVP” win a Plasma TV
  • 71. Top 150 Costumes
  • 72.  
  • 73. Rule #4 If you build it… they won’t just come <ul><li>- Classic mistake that killed dot.coms </li></ul><ul><li>- Push, pull and drive consumers to your site. </li></ul><ul><li>Banners do work </li></ul><ul><li>Rich media is hot </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Affiliate Marketing </li></ul><ul><li>Partner Marketing </li></ul><ul><li>Integrated Marketing (PR works well!) </li></ul>
  • 74. Rule #5 Subscription Models Survive <ul><li>. </li></ul><ul><li>31 Million registered, add 50,000 per day! </li></ul><ul><li>1.7 Million Paying members, $42 Annually </li></ul><ul><li>. </li></ul><ul><li>8 million profiles </li></ul><ul><li>800K paid, $24.95/mo. </li></ul><ul><li>. </li></ul><ul><li>15 million profiles/newsletter subs, </li></ul><ul><li>1.3 million paid, $12.00 mo. </li></ul><ul><li>. </li></ul><ul><li>Moved to subscription model in Sept. ’99 </li></ul><ul><li>2 million subscribers, $20/month </li></ul>
  • 75. Rule #6 Remember the Four P’s <ul><li>Price </li></ul><ul><ul><ul><li>Test, niche, price should be less than offline, free plus paid </li></ul></ul></ul><ul><li>Place </li></ul><ul><ul><li>Search Optimization, affiliates, partners, exclusive content, content placements, link trades </li></ul></ul><ul><li>Promotion </li></ul><ul><ul><li>FREE works online </li></ul></ul><ul><ul><li>WIN works online </li></ul></ul><ul><ul><li>Send to a friend </li></ul></ul><ul><li>Product </li></ul><ul><ul><li>Build a better mousetrap </li></ul></ul><ul><ul><li>Shop yourself </li></ul></ul>
  • 76. Rule #7 Use the Right Tactic <ul><li>There is no silver bullet </li></ul><ul><li>Understand the medium </li></ul><ul><li>Paid Search & eMail work for acquisition </li></ul><ul><li>Newsletters are great tools for ongoing communication & relationship building </li></ul><ul><li>Rich Media is great for branding </li></ul><ul><li>Banners can do both </li></ul>
  • 77. CRM Internet Lifecycle Follow-On Newsletter Lead Opt-In / Trial Website Traffic Prospect / Customer
  • 78. Sample Follow-On Mailer
  • 79. Sample Newsletter
  • 80. The Power of Newsletters <ul><li>Reason for an ‘Opt-In’ </li></ul><ul><li>Builds permission to re-market </li></ul><ul><li>Opportunity to be top-of-mind </li></ul><ul><li>Include a send-to-a-friend (like-to-like) </li></ul><ul><li>Optimize the content for the search engines </li></ul><ul><li>Use article submission sites to syndicate content and build links </li></ul><ul><li>Discipline to regularly build content </li></ul><ul><li>Include a call-to-action (donate/volunteer) on each page </li></ul>
  • 81. Blogs are Newsletters!
  • 82. Rule #8 Trust is Golden <ul><li>Privacy Policy Prominent </li></ul><ul><li>Spam, Can-Spam </li></ul><ul><ul><li>Spamlaws.com, law.spamcon.org </li></ul></ul><ul><li>Opt-Ins, Double opt-ins </li></ul><ul><li>Secure (https, lock) </li></ul><ul><li>Unsubscribe is EASY </li></ul><ul><li>Study Security Safeguards </li></ul><ul><li>Add credible logo’s </li></ul>
  • 83. Rule #9 The Best Never Rest <ul><li>Great Online Marketers (and Direct marketers) are constantly testing, never settling… </li></ul><ul><li>Constant Never Ending Improvement (CANI) </li></ul><ul><li>Change = fresh </li></ul><ul><li>Test for customer acceptance </li></ul>
  • 84. Rule #9 The Best Never Rest <ul><li>Great Online Marketers (and Direct marketers) are constantly testing, never settling… </li></ul><ul><li>Constant Never Ending Improvement (CANI) </li></ul><ul><li>Change = fresh </li></ul><ul><li>Test for customer acceptance </li></ul><ul><li>Site Credibility </li></ul><ul><ul><ul><li>Stanford University Study </li></ul></ul></ul><ul><ul><li>Design Look (46.1%) ‘Professional Looking’ </li></ul></ul><ul><ul><li>Info. Design/Structure (28.5%) ‘Well organized’ </li></ul></ul><ul><ul><li>Information Focus (25.1%) ‘The crap they fill it up with takes away’ </li></ul></ul><ul><ul><li>Company Motive (15.5%) ‘Seems too ‘commercial’ </li></ul></ul>
  • 85. Rule #10 Lead the trends <ul><li>Search, Search and Search </li></ul><ul><li>Contextual Marketing </li></ul>
  • 86. Contextual Marketing “AdSense”
  • 87. Rule #10 Lead the trends <ul><li>Search, Search and Search </li></ul><ul><li>Contextual Marketing </li></ul><ul><li>Social Networking </li></ul>
  • 88. Second Life
  • 89.  
  • 90.  
  • 91. Rule #10 Lead the trends <ul><li>Search, Search and Search </li></ul><ul><li>Contextual Marketing </li></ul><ul><li>Social Networking </li></ul><ul><li>Blogging </li></ul>
  • 92.  
  • 93. Rule #10 Lead the trends <ul><li>Search, Search and Search </li></ul><ul><li>Contextual Marketing </li></ul><ul><li>Social Networking </li></ul><ul><li>Blogging </li></ul><ul><li>Localization </li></ul>
  • 94.  
  • 95. Rule #10 Lead the trends <ul><li>Search, Search and Search </li></ul><ul><li>Contextual Marketing </li></ul><ul><li>Social Networking </li></ul><ul><li>Blogging </li></ul><ul><li>Localization </li></ul><ul><li>Shopping </li></ul><ul><li>Conversion </li></ul>
  • 96.  
  • 97. Landing Page Performance + 44%
  • 98. Rule #10 Lead the trends <ul><li>Search, Search and Search </li></ul><ul><li>Contextual Marketing </li></ul><ul><li>Social Networking </li></ul><ul><li>Blogging </li></ul><ul><li>Localization </li></ul><ul><li>Shopping </li></ul><ul><li>Conversion </li></ul><ul><li>Web Optimized PR </li></ul>
  • 99.  
  • 100.  
  • 101. Rule #10 Lead the trends <ul><li>Search, Search and Search </li></ul><ul><li>Contextual Marketing </li></ul><ul><li>Social Networking </li></ul><ul><li>Blogging </li></ul><ul><li>Localization </li></ul><ul><li>Shopping </li></ul><ul><li>Conversion </li></ul><ul><li>Web Optimized PR </li></ul><ul><li>Email is Back!?! </li></ul>
  • 102.  
  • 103. Rule #10 Lead the trends <ul><li>Search, Search and Search </li></ul><ul><li>Contextual Marketing </li></ul><ul><li>Social Networking </li></ul><ul><li>Blogging </li></ul><ul><li>Localization </li></ul><ul><li>Shopping </li></ul><ul><li>Conversion </li></ul><ul><li>Web Optimized PR </li></ul><ul><li>Email is Back!?! </li></ul><ul><li>Viral Marketing </li></ul>
  • 104. <ul><li>Sales driver </li></ul><ul><li>Drive traffic with ‘Refer-a-Friend’ </li></ul><ul><li>Pet Wellness Quiz Registrations </li></ul><ul><li>Web Optimized Press Releases </li></ul>Created Viral Marketing Campaign to Drive PR Coverage
  • 105. 10. Develop a “Viral” Idea
  • 106. 10. Develop a “Viral” Idea
  • 107. We own page 1 of MSN search “cute pet contests”
  • 108.  
  • 109. Ten Golden Rules of Online Marketing <ul><li>There are no ‘rules’ </li></ul><ul><li>The Internet is not television </li></ul><ul><li>Create a UVP </li></ul><ul><li>If you build it they won’t just come </li></ul><ul><li>Subscription Models Survive </li></ul><ul><li>Remember the four P’s </li></ul><ul><li>Trust is Golden </li></ul><ul><li>Use the right tactic </li></ul><ul><li>The Best Never Rest </li></ul><ul><li>Lead the Trends </li></ul>
  • 110. Ten Golden Rules Workbook On Sale Soon: http://www.tengoldenrules.com

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