Online Marketing Whitepaper

Introduction

The Imperfect World of Quantifying Website Traffic

• Hits
• Page Views
• Unique Users
• User Sessions
• Repeat Visitors
• Stickiness
• Page Views per Session
• Dwell Time
• Registered Users

Online Advertising Lingo

• Portals, Search Engines & Directories
• Hyperlinked Ads
• Banners and Buttons
• Graphical file formats for Ads
• Impressions
• Run of Site
• Click thru & Click thru Rate (CTR)
• CPM (Cost per 1000 Impressions)
• CPA (Cost per Action)
• CPC (Cost per Click)
• CPM in contrast to a CPC model
• Interstitials
• Pop-ups & Pop-unders
• Text Ads
• Product & Directory Placements
• Site or Section Sponsorships
• Jump Page or Splash Page
• Spam or Spam-Email
• Email Newsletter Sponsorships
• Email Lists – Opt-in, Double Opt-in and Opt-out

Necessities for Every Company with a Website

• Publishing Your Company Contact Information
• Directory Strategy
• Search Engine Strategy
• Building Links

Paid Advertising

• Online Versus Offline Advertising Budget
• Banner Advertising
• Text Ads
• Site Sponsorships
• Email Newsletter Sponsorships
• Rented Email Lists
• Paid Product Placement & Directory Placement
• Ad Pricing Model Comparison

Leveraging the True Power of the Internet

• Permission Marketing
• Viral Marketing
• Affiliate Marketing
• Syndication Strategies
• Market Research

Bootstrap Marketing Online

• Creating an Email Discussion Group
• Publishing an Email Newsletter
• Email Marketing to Existing Customers
• Becoming an Expert on Someone Else’s Site
• White Papers and FAQ’s as Marketing Tools