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10 tips for Internet marketing

I thoroughly enjoyed participating in the Online Marketing Update held at the Darden School of Business at the University of Virginia yesterday. Corporate executives rubbed shoulders with MBA students and were treated to an array of guest speakers including Hugh McLeod and Avinash Kaushik. I gave the closing talk yesterday, on the ten things you should do now in Internet marketing.


One anecdote that struck me during the day was told by Michele Hughes, Director of Consumer Solutions for Procter & Gamble, on a campaign P&G ran in the Phillipines for its Pampers products. PampersP&G is motivated to cultivate loyalty in diaper customers, rather than having them use multiple brands throughout the first three years of their child’s life. Through analysis of their target market, they realized that Filipino mothers are very concerned about the education of their children, and they highly value American education. So they decided to have a contest where US scholarships are regularly awarded to Pampers customers that entered by keying in a code found on each package. This program engendered loyalty among the target market as they eagerly entered the contest each time they bought a package. P&G had the moms use cell phones for entering the key codes rather than Web sites, because phone penetration is three times that of computer Internet access.
Michele’s story is a good example of how the “new marketing” is very much the same as the old marketing. You must understand your market, you must know what connects with them, and you must use that to get the buying behavior you want. New technology, whether it is the Internet or cell phones, just offers new ways to do that.
In fact, that message is how I started my wrap-up talk yesterday. Check out the slides for “Web Marketing is Marketing” to find those ten tips.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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