• The semantic web. As you know , web 3.0, or the semantic web, is about creating information that is human-readable rather than just machine-readable. Internet marketing will have to mirror this trend to make sure that its content is easily found and organised by people rather than just search engines and online aggregates.
• New tools and networks. Every day, new online tools and places appear – many fail, but some survive and start to grow significantly. The landscape is bound to change significantly. For example, Twitter was virtually unknown in 2007, but today is one of the top social networks; in five years, it may be obsolete already. By the time you read these notes, a new network called Diaspora will have been launched – it is billed as the Facebook alternative for those who want a more secure, customisable social network. What effect has it had already?
• Applications. Since the launch of iTunes’ App Store, online applications – little programs that perform a specific function – have taken the web by storm.
Virtually all mobile and desktop devices can run a huge selection of apps – everything from checking the weather and stock markets to playing games and performing analytics. Will you develop a unique app for your brand – a store locator for your franchise, a fun game for your law firm, an interactive menu for your restaurant?
• More refinement. Data-gathering techniques are becoming ever more detailed and effective, which means you can learn more about your target audience than ever before. Your adverts will become more targeted, your material more tailored and your participation more intense. How will you leverage this new information? And how will you deal with the challenge of using this information in line with mounting privacy and consumer protection laws?
• Changing customers. Your audience is evolving and becoming more aware of the way the internet works. Not only do they know that they have an equal Internet marketing strategy Get Smarter Internet Marketing textbook voice, but they are starting to see through techniques like advert placements and SEO . How will you speak to this savvy, expert and cynical audience?
* Follow the leaders
The best way to keep up your learning is to keep up to date with current trends. Here is a wide selection of blogs and websites, all written by industry experts, that you can browse through. Pick your favorites and make sure that you check in regularly for news and updates. In addition, refer to the readings and resources in earlier chapters for information on specific topics. Internet marketing – international
• Mashable (www.mashable.com) – highly respected industry-leading social media and marketing blog
• HubSpot (blog.hubspot.com) – short, concise and relevant internet marketing posts with good images
• Seth Godin’s blog (sethgodin.typepad.com) – short and inspirational daily posts that you can apply to everyday issues
• Copyblogger (www.copyblogger.com) – online marketing tips and tricks in a nutshell
• Springwise (springwise.com) – fresh and innovative ideas, weekly newsletter Internet marketing – local
• MarketingWeb (www.marketingweb.co.za) – local marketing news site with articles and insights
• Memeburn (memeburn.com) – insightful and relevant articles on the latest technology and marketing trends
• BizCommunity (www.bizcommunity.com) – good industry-relevant articles and weekly or daily email newsletters, always up to date Technology, trends and media news
• TechCentral (www.techcentral.co.za) – technology news from South Africa and globally
• Trendwatching (www.trendwatching.com) – up-to-date media briefs about technology and marketing trends from around the world
• Media Update (www.mediaupdate.co.za) – local media and entertainment news
• Butterscotch (www.butterscotch.com/tutorials.html) – online tutorials on a wide range of topics and skills
* Internet marketing strategy
Get Smarter Internet Marketing textbook
• Venture Beat (www.venturebeat.com) – the international career hub for
technology and innovations
* Keep experimenting
The best way to learn something new is simply to do it, and see how it works and can be improved. In any case, experimentation is the cornerstone of marketing – nobody can fully predict how people will respond to an advert or campaign.
If a strategy fizzles or backfires, handle it by employing good online reputation management techniques. If it succeeds, try to understand its winning aspects and build on them. The internet will surprise you: a small, sideline project may go viral and attract thousands of users, while your carefully executed marketing push will leave customers cold. This unpredictability makes working with the web so dynamic and excite
• New tools and networks. Every day, new online tools and places appear – many fail, but some survive and start to grow significantly. The landscape is bound to change significantly. For example, Twitter was virtually unknown in 2007, but today is one of the top social networks; in five years, it may be obsolete already. By the time you read these notes, a new network called Diaspora will have been launched – it is billed as the Facebook alternative for those who want a more secure, customisable social network. What effect has it had already?
• Applications. Since the launch of iTunes’ App Store, online applications – little programs that perform a specific function – have taken the web by storm.
Virtually all mobile and desktop devices can run a huge selection of apps – everything from checking the weather and stock markets to playing games and performing analytics. Will you develop a unique app for your brand – a store locator for your franchise, a fun game for your law firm, an interactive menu for your restaurant?
• More refinement. Data-gathering techniques are becoming ever more detailed and effective, which means you can learn more about your target audience than ever before. Your adverts will become more targeted, your material more tailored and your participation more intense. How will you leverage this new information? And how will you deal with the challenge of using this information in line with mounting privacy and consumer protection laws?
• Changing customers. Your audience is evolving and becoming more aware of the way the internet works. Not only do they know that they have an equal Internet marketing strategy Get Smarter Internet Marketing textbook voice, but they are starting to see through techniques like advert placements and SEO . How will you speak to this savvy, expert and cynical audience?
* Follow the leaders
The best way to keep up your learning is to keep up to date with current trends. Here is a wide selection of blogs and websites, all written by industry experts, that you can browse through. Pick your favorites and make sure that you check in regularly for news and updates. In addition, refer to the readings and resources in earlier chapters for information on specific topics. Internet marketing – international
• Mashable (www.mashable.com) – highly respected industry-leading social media and marketing blog
• HubSpot (blog.hubspot.com) – short, concise and relevant internet marketing posts with good images
• Seth Godin’s blog (sethgodin.typepad.com) – short and inspirational daily posts that you can apply to everyday issues
• Copyblogger (www.copyblogger.com) – online marketing tips and tricks in a nutshell
• Springwise (springwise.com) – fresh and innovative ideas, weekly newsletter Internet marketing – local
• MarketingWeb (www.marketingweb.co.za) – local marketing news site with articles and insights
• Memeburn (memeburn.com) – insightful and relevant articles on the latest technology and marketing trends
• BizCommunity (www.bizcommunity.com) – good industry-relevant articles and weekly or daily email newsletters, always up to date Technology, trends and media news
• TechCentral (www.techcentral.co.za) – technology news from South Africa and globally
• Trendwatching (www.trendwatching.com) – up-to-date media briefs about technology and marketing trends from around the world
• Media Update (www.mediaupdate.co.za) – local media and entertainment news
• Butterscotch (www.butterscotch.com/tutorials.html) – online tutorials on a wide range of topics and skills
* Internet marketing strategy
Get Smarter Internet Marketing textbook
• Venture Beat (www.venturebeat.com) – the international career hub for
technology and innovations
* Keep experimenting
The best way to learn something new is simply to do it, and see how it works and can be improved. In any case, experimentation is the cornerstone of marketing – nobody can fully predict how people will respond to an advert or campaign.
If a strategy fizzles or backfires, handle it by employing good online reputation management techniques. If it succeeds, try to understand its winning aspects and build on them. The internet will surprise you: a small, sideline project may go viral and attract thousands of users, while your carefully executed marketing push will leave customers cold. This unpredictability makes working with the web so dynamic and excite
