--D-- DM Quiz. (Answers to the question posed on DMLR*News Gold n.10).
CPA means Cost Per Acquisition, meaning purchase,
subscription, whatever... an actual transaction has taken
place. Usually CPA affects retailing, CPM advertising!
CPS (1) means Cost Per Sale --see CPA.
CPS (2) means Cost Per Session as a formula to buy/sell
the banner view by unique visitors in a due time of visit.
It's a model to charge prices by Internet sessions as
opposed to the solution that charges by impressions only.
(Impressions are supposed to be "viewings of the firm's
CPC means Cost Per Click, meaning advertisers/publishers
are dealing on a delivered ads basis, a method that could
be problematic, given the ability of the latter to
CTR means Click Through Rate, measuring the percentage
of people viewing online ads and clicking on it (response).
To put these concepts into practice,
http://www.dmlr.org/webmarketing/budget.htm --M-- Messenger. Marketing techniques conform to the peculiarities of the
Internet structure, mainly tools and relationships.
This adaptation produces some strategies different from
traditional marketing. For example, VIRAL MARKETING is a
new term coined to define the productive ways a marketing
message is made available through the Internet.
Messages such as sales promotion, trademarked product
names, or corporate slogans are circulating as efficient
as the information technology enters the habits of the
households and businesses --spreading around like a virus!
The large productivity of this viral technique derives
from the use of e-mail as communication tool that has
been adopted worldwide. Viral marketing is sustained by
a system that involves everyone using the Net. An ever
increasing number of e-mails contains marketing messages
so that the recipients could become a carrier of the same
message to other people. Let's get real...
This is a Web-based email newsletter. When I insert these
lines for the readers:
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Subscribe FREE http://www.dmlr.org/newsgold.htm
Please forward *without* cutting - thanks!
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
I'm doing viral marketing to promote DMLR website and/or
newsletter. The message gets the reader to pass this email
to a friend or colleague, carrying the original message.
Another form of viral marketing occurs when you register
to use a free email account and the company insert its
message at the bottom of any message you send (Hotmail,
Email.it, and so on).
Web users are partecipating in these marketing strategies
as passive medium, but they gain some advantages basically
in terms of free service.
Americans are infatuated with the Instant Messenger, a
mean of communication "faster than email". A kind of chat
list compiled of friends and associates to be reached in
real time. But you can partecipate in these systems only
if you adopt the same software (AOL Instant Messenger).
I could invite you to exchange messages online with me
through the AIM --nickname: dmlr4info.
So I'm becoming a messanger of the marketing strategy used
by AOL to install its software on computers everywhere.
It's worth noting that viral marketing works better inside
single companies and among employees. Or when you are
promoting spontaneously online resources amid friends.
Another example of viral marketing?
See the sig-file article at DMLR*News Gold n.7/I:
http://www.dmlr.org/newsgold7.htm --L-- Link&Link. How many Web sites are linked to yours? How to detect?
Enter your Web location and check out the results at
AltaVista, probably the most useful search engine today.
The query will be answered by a list comprehending page
URLs, description and direct link to the resources where
your Web site has been found.
Enter into the search box the phrase "link:yoursitename".
The task now is to separate the valuable information
from the dreck.
You will be adviced of active links, passive links and
unknown links. The first derive from an action you had
promoted to make your website listed and/or reviewed.
The second have been set up by initiative of someone
that are not you, but are respectful of your linking
policy. The third ones are neither active nor useful
for your site promotion (the dreck).
For DMLR, on the listing resulted as of July 29,
the most important sites linked to by a marketing
perspective are essentially the following:
- DMLR Brief March/I, http://www.dmlr.org/marketing/MAR_02.htm
- reciprocal links, http://www.dmlr.org/joint.htm --R-- Review: Guru.com. This new service allows you to find out one or more web
sites at a time I have personally visited/tested.
On this issue let's look at: "Guru.com".
- Web location is http://www.guru.com, managed by
Guru Inc., USA.
- Type of site: IT job marketplace, or "the intelligent
path to talent" (tm).
- Means: free registration, newsletter, job archive,
consultancy. Guru.com is probably the most developed
experience of job service for the information
technology (IT) professionals. Respectful of its mission
the Guru.com managers are offering a very advanced
system to create useful contacts between IT workers
and businesses around the world.
- Web site: it's a very complex platform offering a
complete marketplace where workers can insert profiles,
update them, or browse the job listings to find jobs.
The registration is needed to access the basic services.
It exists also a registration for getting several email
newsletters, eg. The Guru Viewer and The Hirer Viewer.
- Demo: early on May I completed my profile according
to the Guru.com requirements.
The complexity of the profiling system is due to an
attempt to furnish as much information as possible on
the worker's experience, skills and education.
This takes a lot of time when you insert the details
because you will be requested to present your data on
precise forms that Guru.com is managing for the hirers.
A 7- or 8-job listing like I had takes more than 1 hour
to be completed online! And you have to learn a lot
before creating a profile that meets your instance right.
(The limit is common to many online job services because
their systems are scarcely set up to accept plain
text-format curricula, but they prefer ask you to
put the data into a fixed scheme and ordered sequence.)
After a few days I received an email alerting me for a
"job invitation". That means I have a profile that
should be interesting for hirers consulting Guru.com.
The following steps are required to:
- go to an exact site url;
- check out the job offered;
- create the personal application for that;
- or decline the job invitation.
Because I had sent my application a real company did
contact me via email after one week.
What it followed was an exchange of information both
on-line and off to define reciprocal goals and needs.
For the record the company was Kanrad Technologies in
- Rating: 9 out of 15.
(Evaluated following DMLR
Primo-award criteria, see
DMLR*News Brief, September.
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