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BizReport : Internet : January 24, 2008

Must Do Marketing for 2008

Analysis of 2007 and predictions for 2008 are everywhere at the moment. Social marketing, mobile marketing and online video have been hitting the headlines and marketers are scratching their heads as to which technology or fad to turn to next.

by Helen Leggatt

One thing remains certain – Internet marketing is still the fastest, most measurable and direct means of marketing and it is here to stay. However, just 15 percent of businesses surveyed by Microsoft last year felt they had used their Internet marketing to the best of their abilities.

With social networking, blogging and online video in the limelight during 2007, it’s easy to be distracted.

Don’t let your strategies, or your budgets, be sidetracked by the bright lights and hype of new technology - keep on track by following Bizreport’s 2008 Must Do Online Marketing List.

1. Search Engine Optimization (SEO). If you’ve been on another planet and haven’t yet got round to optimizing your website for search engines, make sure that 2008 is the year you get to grips with it. Paid ads are all well and good, but with 4 out of 5 searchers clicking on natural search, your goal should be to appear on the first page of search results, better still, in the in top 5.

2. Develop a content strategy, paying particular attention to any niche areas and ensuring content is relevant and focused. Text length is also a consideration as shorter articles and bullet points are more likely to be instantly attractive and read. Longer articles tend to be overwhelming and overlooked. Consider linking to expanded information from short, sharp statements.

3. PPC advertising. Continually track and analyze conversions when using PPC advertising, and hone keywords to ensure you’re keeping on top of your competition.

4. Build a blog. If your company doesn’t already publish a blog, start one this year. More and more Internet media researchers, journalists and consumers are turning to blogs for up-to-the-minute information and personal perspectives.

5. Develop a mobile compatible website. Mobile devices are increasingly being used to surf the internet – whether it be for comparison shopping on-the-go or to download infotainment, book tickets and find directions. Is your site “mobile ready”. Check to find out.

6. Get social. Involve your company in some form of social marketing whether it is on forums, social networking sites such as Facebook or MySpace or even social bookmarking destinations such as, and

7. Start making movies. In two years time experts predict that 80 percent of the U.S. online community will be viewing online videos – that’s around 157 million people. Optimize video files with keywords and ensure they are submitted to video search engines. Investigate the various methods of advertising in and around online video, the niche markets and the pros and cons of user-generated content.

8. Smarten up email marketing. With the huge amount of spam invading consumer inboxes it has never been more important for email marketers to get the message, timing and relevancy right. Clean up email lists, segment and target campaigns, keep rich media files small, track ROI and, perhaps most importantly, keep your content and subject headers targeted and personalized.

9. Article marketing. As part of your SEO distribute articles to relevant directories, of which there are 100’s online. Remember to maximize the article for search engines and place the same article on your website.

10.Go viral. The huge success of viral marketing, including the most recent “Elf Yourself” program and Cadbury’s drumming Gorilla video, has shown just how consumer action can promote a brand. Catch their eyeballs with a video or application for them to use or share.

Tags: article marketing, email marketing, mobile advertising, online video, SEO, social marketing, viral advertising

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