Internet Marketing Strategy 2.0
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Internet Marketing Strategy 2.0
Bottom-up, consumer-centered online marketing strategy news
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It's Time To Find Your Niche, Create Value, Have Personality and To Think Beyond The Computer Screen

It's Time To Find Your Niche, Create Value, Have Personality and To Think Beyond The Computer Screen | Internet Marketing Strategy 2.0 |

Robin Good: Kipp Bodnar at Hubspot suggests that remarkable content, niche identification, personality and thinking beyond the classic computer screen interface are the keys elements in developing a sound content strategy for the future.

Here the essence of what he recommends:

1. Find Your Niche 

Your niche isn't the product you sell. Rather, your niche is the subject matter that is of greatest interest to your prospective customers. If you sell supplies to auto body shop owners, then your niche is content about operating a successful auto body shop in every facet of the business, even those for which you don't have products to sell.

2. Balance Quality and Velocity of Content - The challenge of content in the online media landscape is that content has to be high quality enough to stand out, but also be agile enough not to be out of date the moment it's published. ...

3. Have a Personality - Don't be Bland

Don't be afraid to be fun, sarcastic, edgy, or any other tone that aligns with your brand and products.

4. Start Planning Beyond the Desktop Computer Screen

...Start thinking about what your content looks like in a world without mice (the computer kind). It will have a huge impact on how we design our content and collect information from our leads.

Right on the mark. 8/10

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janlgordon's comment, February 4, 2012 7:40 PM
Great one Robin!
Robin Good's comment, February 5, 2012 3:27 AM
Thank you Jan!
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How To Measure the ROI of Tweets | Advertising Age

How To Measure the ROI of Tweets | Advertising Age | Internet Marketing Strategy 2.0 |

Zach Rosenberg writes on Digital Age:

"We need to not only measure brand sentiment, we need to gauge its value both positive and negative and determine how it impacts offline media activity and further, channel selection and weight levels.

We need to look at the tone of a post and also references within the post, not to mention volume and source.

There are many digital actions that can affect consumer perceptions and behaviors, including but not limited to:

  • Visiting a brand's website
  • Becoming a fan of a brand on Facebook
  • Following a brand on Twitter
  • Reading a sponsored brand blog
  • Posting a video about a brand
  • Downloading a brand phone app"

But what are the key questions to ask to measure ROI for tweets. Mr Rosenberg sugest the following ones:

  • "Is there more conversation around the brand today than there was yesterday, particularly around "intent to try" and "intent to purchase?
  • Is the positive sentiment around the brand also greater today than it was yesterday?
  • How much exposure did we generate?
  • What was the eCPM with the earned impressions that resulted?
  • What would the equivalent media value be of the earned impressions unto themselves?"

Finally, Mr Rosenberg provides a formula and a couple of specific examples illustrating real-world situations that explain how tweets ROI, or better yet, Rating Points for Twitter can be calculated.

Insightful. 8/10

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