INTRODUCTION ix1 AN OVERVIEW OF NEW MEDIA MARKETING 1Internet Marketing in a Nutshell 3The Radio Industry''s Movement toward New Media 4Make Your Website the Center of All Your Marketing 5Combine Traditional Ads with Keyword Buys forMaximum Impact 6Maximize the effectiveness of keyword phrases 7Use every opportunity to generate buzz 8Rock Star Marketing: Effectively Combining Traditionaland New Media 9Take advantage of co-branding for maximumexposure 10Use message boards and blogs to generatenew content 10Encourage audience participation 11Keep selling 11Don''t let visitors ignore your advertisers 12Use mobile marketing 12References 13CONTENTS101 SMALL BUSINESSforiv Marketing in the new media2 THE DIGITAL LIFESTYLE 15Internet Usage by Age, Education, and Income Level 16What are people doing online? 17Using the Internet at work 17Using the Internet strictly for fun 18The Importance of Social Networking Channels 19The Growth of Blogs 19Promotion through RSS Advertising 20Online Gaming Is Also on the Rise 21Who Is Watching Online Video? 21A Look at Podcasting 22Partnerships in podcasting 24Engage Consumers in Your Brand 24References 253 JOINING THE CONVERSATION -- EXPLORINGOPPORTUNITIES ON THE SOCIAL WEB 27Who is Using Social Networking Sites? 30Determining the Right Social Networking Approachfor Your Business 31Engaging the Consumer, Not Selling 32Leveraging the Influence of Blogs 33Promoting Your Company through Facebook 33Choosing between a Facebook Profile, Fan Page,or Group 34Buying Social Ads on Facebook 35Finding and Managing Your Friends on Facebook 35Six Easy Steps for Self-Promotion on Facebook 37Getting Your Video Seen on YouTube 38Making Friends on MySpace 39Getting down to Business on LinkedIn 41Brand Ambassadors 41Twitter 42Find out Who is Talking about You 43Contents vFinal Notes on Social Marketing Optimization Strategies 44References 444 WHY USING MOBILE MARKETING NOW ISIMPORTANT 47Entering the Mobile Marketing Medium 47Leaders in Mobile Marketing 48Mobile marketing and sporting events 50Other industries get on board 50GIS and Mobile Marketing 51Mobile TV 52Free Minutes for Mobile Ads 52Text-to-Win 53Using Mobile Marketing to Boost Retail Sales 54Steps for Starting a Mobile Marketing Campaign 55Customer Respect in Mobile Marketing 57The Future of Mobile Marketing 58References 615 USING NEW MEDIA TO ENHANCE CUSTOMERSERVICE, TRUST, AND BRAND LOYALTY 63Creating a Trusted, Branded Personality for Your Site 63Building Loyalty through Expert Web Content 65Generating Consumer Trust by Letting Others DoYour Talking 65Offering Excellent Online Customer Support 66Staying in the Forefront of Consumers'' Minds 67Using Targeted, Brand-Building Ad Buys 69Making Your Marketing Message Matter to YourAudience 70Creating Great Content That Keeps ConsumersComing Back 71Creating custom content 72References 73vi Marketing in the new media6 DEVELOPING NEW MEDIA CAMPAIGNS BYTARGET AUDIENCE AND INDUSTRY 75Defining Your Target Audience 75What Women Look For on the Web 76Getting to Know Generation Y 78Targeting Teens and Young Men through Onlineand Mobile Gaming 79Reaching College Students through Online SocialNetworks 80Finding Generation X 81Internet Use by Seniors Is Changing Dramatically 81Singles Have More Control of Their Time Spent Online 82Using ""Life Stages"" to Find New Customers 83New Media Technology Use by the Auto Industry 84New Media Marketing in the Travel Industry 87Nonprofits and Charities: Building a TrustworthyWeb Presence 90Local Marketing Strategies with Search Engines 92When New Media Marketing Is a Must 93References 947 CONTROLLING YOUR BRAND IMAGE AND PUBLICRELATIONS THROUGH INTERNET MARKETING 97The Benefits of Online Press Releases 99Creating buzz around your press release 100Optimizing your press release for RSS feeds 101Your Brand, Your Trademark, and the Search Engines 103Strengthening Your Online Brand through New MediaPartnerships 104Co-branding works when there is synergy 105Co-branding guidelines 107New Branded Television Content 107Creating Television Shows and Commercials Exclusivelyfor New Media Use 109Making Brand-Building Campaigns Viral 110References 111Contents vii8 IS YOUR WEBSITE READY? 113Remember the Basics of Good Web Design 113E-commerce Strategies from Amazon.com 115The Importance of Easy, Safe Checkout 116Consider your audience when providing paymentoptions 118The Right Way to Cross-Sell Online 118Optimizing Your Website for Search Engines 119Search engines read text, not graphics 119Choose the right keywords 119Your home page and your tags 120Text links 123Site maps 124Frames 124Flash pages, image maps, and heavy graphics 124Link Popularity 125Is Your Website Ready? 126How Long Does Getting to the Top Take? 128Paying for Positioning 129Using landing pages 130Writing effective ad copy 130References 1319 FINE-TUNING YOUR EMAIL MARKETINGSTRATEGIES 133Permission-Based Email Marketing 134Focus on Content 135Timing Is Important 136Write a Great Subject Line 139Six Easy Steps for Complying with the CAN-SPAM Act 141The State of Email Marketing 142References 144viii Marketing in the new media10 MEASURING THE RESULTS 145Web Traffic Reports 145Looking at Averages 146Tracking Delayed or Offline Conversions 146Can Online Branding Be Measured? 148Measuring the Success of Search Engine Marketing 149Measuring the Success of Online PR Efforts 150Measuring the Success of Mobile Marketing Campaigns 151Tracking Online Video Results 151Modifying Your Marketing Campaign Based onYour Results 152References 15311 NEXT STEPS: PULLING IT ALL TOGETHER 155Understand Your Target Audience 155Identify How You Will Measure the Success ofthe Campaign 156Align Your Company Goals and Values to HelpBuild a Stronger Online Brand 156Take Time to Plan Your Website 157Typical Costs for Implementing a New MediaCampaign 157Invest in a Professional Website 158Search Engine Marketing 159Testing the Keywords before You Optimize 160Upselling to Existing Customers through EmailMarketing 161Strategic Partnership Development (Co-Branding) 162Connecting with the Customer 162.