Definition: SEM stands
for Search Engine Marketing, This technique has been enabled when
major search engines like Yahoo, Altavista, MSN, Google, started
to sell advertising space on their search results pages. This space
is highly strategic since users do not always distinguish commercial
links and actual search results. Our advice: adapt your ad to terms that are sought by users, especially with Google: the most attractive the ad is, the less the price per click is expensive. |
Definition: PPC stands for Pay-Per-Click, or the act of paying an editor for each visitor he provides to your website, by clicking a link or a banner. A PPC campaign is usually displayed on network of different sites for which you have a control of the quality of visitors. Indeed, your PPC payout will be calculated according to your own figures in terms of conversion. In other terms, you should know how much a visitor spends on your website in average. This margin helps you define the acquiring cost of a visitor, thus a client. For example if you make $1,000 per day with 1000 visitors, you know that every visitor spends in average $1. Out of this dollar, you can give a part to a tier partner to increase your turnover. Our advice: if your offer or your creatives are not very attractive, PPC is the more efficient way, but publishers will not appreciate, and you will have to recruit bulk clicks providerrs (lotteries, emailers...) to ensure a minimum of volume to your site. |
Definition: SEO stands for Search Engine Optimization. It gathers all techniques used by developers to optimize crawling and indexing by search engines robots. It is a combination of HTML tags editing and backlinks strategy. Indeed, the content of the page should bring enough information for proper ranking in search engines, and the fact of having links pointing to a website helps adding credit to the website. This is particularly true with Google, who is responsible for driving in average 70% of the traffic to a website. Our advice: the content, the content, and the content again: your website should have a real interest, because search engines robots scanning websites are more and more intelligent and any way of luring them may conduct one day or another to the banning of the page or even the domain. If your website relies on search engines to get the most of its traffic, thus revenue, you should not mess with search engines indexing policy. Sticking to a continuous improvement a the content should remain the sole strategy here, alongside with the respect of the standards that enable these robots to crawl your website in the best conditions.
|
Definition:
Webdesign is directly inspired from page layout as known in the
print industry. On-line or Off-line, rules are the same, to catch
the eye and drive him through the content, to highlight main points
and optimize the impact of texts and images. Our advice: great webdesigners know how to adapt to the type of media. The design should make the content stand out, not the contrary. Also, webdesign should not ignore certain standards, as defined by international organizations such as the World Wide Web Consortium (W3C). The webdesigner is not only an artist,he is also a competent technician who will do the job thinking about the future life of the website on line. It is necessary to maintain good relationship with him (or her), since need for updates comes more often as we believe in the first place.
|
Definition: Emailings are processed by either specific operators who own email addresses databases, or editors who also have their own members addresses, but for both cases, users had to give their authorization prior to any sending, or else the emailing is called a spam. Eventhough users have acknowledged the fact that by registering or giving their email address they would receive commercial messages from the operator, there are still some rules to follow.For example, users must find easily a link allowing to unsubscribe right away from the service. Our advice: before contracting an operator, previously
register with his service, and analyze the frequency of email messages
sent, and also the look and feel of the messages. For example, try
the unsubscription process and find out if some users may consider
it a spam. |
Definition: Usability is the study of user behaviour on a website. An emphasis on usability allows to optimize the voume of the traffic received on a Website. It also improves the brand image of the company, which will be seen as a company that is concerned with offering the bestr service to his clients. Usability is the sum of experiences done by experts like Jakob Nielsen, founder of useit.com Our advice: Usability should not be seen as an obsatcle, especially against artistic effects or visuals. If both are combined in the proper way, the result is a Website that will certainly be awarded for this! |
Definition: Affiliate Marketing is probably the most interesting business model in this IT world! Imagine if brand names could pay TV networks only when customers actually buy their products after watching an ad on TV! Indeed, while TV advertisers (and press, radio, billboards, etc...) have to maintain an active research department, affiliate marketing allows to advertise on the net and get real time full statistics over the campaign: how many times the ad has been seen, how many clicks on the ad, how many users did visit the homepage, how many users actually visited another page on the website, how many put a product into the basket, and eventually how many made an actual purchase or registered to the service, etc... Our advice: if you have an online shop, or sell
a service on the internet, and you are absolutely positive you have
the best offer, the best merchant site, the best prices, there we
can start to find a network that will make you the best proposal
to launch a program with them. |
Definition:
with the development of social networks, in addition to informal
social networks (address books...) , viral marketing is an attempt
to prepare the format of a message so that he is spread by users
instead of being displayed by an advertiser. Our advice: viral marketing uses the codes of the involved targeted groups. This implies that the originator of the message has the full control of these codes, otherwise, not only the viral marketing campaign is a failure, but it can damage the brand on the long term. |