Copyright 2002 - All rights
reserved (except where indicated). Issued: 3.Apr.02
DMLR*Newsletter — GOLD Edition n.9
|I. The positions of
Some emails I receive are
from students at universities. They are studying the new media based on
This time I will run you
through what are the professions of the Web management because someone
could be in the future —don't think much in the present, dot-com aside—
called to cover similar positions within a business.
I would like to start from
the Web master or Web manager. This position involves the
development and operating building of the Web site, in a way that both
technological performance and commercial goals will be achieved. Such a
n.1 position gets the Web site responsibility as general task. More detailed
duties are the management of tech assets, the update of pages contents
and information, the measurement of web traffic and suggestion about its
Web project manager
is the person in charge of the Internet project, let's say the coordinator
whom the other positions have to report to. Main duties consist of generating
the business plan for the multimedia project, that is the strategic and
operating system to make it a real thing. This project needs its own resources,
schedule and objectives —I mean tactical and intermediate steps to become
a final executed plan. It's a pivot role to say in a sport team term.
Web designer should
be the computer-savvy person responsible for the Web site appearance. His
skills are highly specialized onto the potential opportunities a Web site
offers as communication medium. It is nor the chief neither the manager
but his task is very important to define the Web architecture and to best
render the Web look plus respectfully make the most of the corporate or
product image. Consequently the optimization of Web interactivity and system
of navigation are resulting from its competence.
Web graphic designer
is not a repetition of the prior position. He does the Web pages by means
of HTML and other programming languages. It's a technician but recently
this position has been acquiring less technical character and more graphic
Web account manager
works in a interactive service agency, where her duty is to deal with the
clients. This position is about connecting the web business to the off-line
enterprises that would enter the new channel —as said before the account
is building the connection between old and new economy.
Note: in my own experience
of working with small-sized businesses I have just rarely stumbled across
managers covering such positions as official roles. Only one among bah-zillion
business cards from real managers I collected in the past three years was
formally named as Web manager —it happened in a firm selling mobile telephones
I selected these five professionals
because they are the most integrated with the marketing area. Many other
posts are starting or growing into the Information and Communication Technology
(ICT) but they are plausibly linked to different business functions, such
as administrative or commercial area. To know more on the new economy jobs,
I would like to point out here the book published by Edizioni Internos.
Find direct link to the online book preview on DMLR
Guide (Media category).
II. 4th Primo Award:
While the virtual prize
has gone to the winner of this annual edition —see DMLR*News Brief, March—
I would here explain some trends I noticed during the last visits to the
selected websites (28).
2 out of 28 are no more
available because they were event-bound at the moment of the first visit
in 2001; one was bought out during the last months. These three sites have
no score in the final listing (=n/a).
Most appreciated by me
are the sites easy to download/navigate and visitor oriented. Penalties
occurred in fact to the sites which had lowly user-friendly system to enter
to since the front page (Levi's portal) or blocked by the condition to
get a software (I.e. Triennale/Flash 5.0). Best front pages I visited are
strongly designed to offer the visitors a direct path to the section they
are interested in, so to make good impression suddenly. Search function,
site map, table of contests are highlighted in the best places on the first
page as layout primal goal, all building a scenario of Web achievement.
Get rid of creativity? I think it is largely pumped up in Italy, but a
matter of first impact, not content or purpose.
Interactivity is the third
but not least element I used to use when I judge the Website relevance
from a visitor's perspective. This factor is the more developed since two
years on, resulting highly perceived from Web managers as the most important
tool to get in touch with the Internet users. These prospects are relevant
for a commercial Website as both potential offline customer or online buyer.
This edition several sites were non-profit organizations: they are not
different in their efforts to establish contacts to their visitors online,
that are relevant (again) for a not commercial site as both actual supporter
of social activity or associate contributing to fund-raising.
Major trends I was aware
of by analyzing such a host of sites are:
a) the navigation of the
site is becoming a two-level experience, all free for generic and occasional
users and opt-in for registered ones (the latter mode allows users the
in-deep navigation because they go accredited to entry the section protected
by log-in hurdle);
b) the appearance of the
site gets the best results with a high resolution monitor, so it's quite
an error to keep on believing the websites are best designed for old computers
c) the language continues
to be a serious problem for organizations with different audiences, that
have to build from two to five/six alternative sections or micro-sites,
in which the main language has been translated in favor of foreign visitors;
d) "nobody's at home" is
my expression to say that many contacts I tried out to reach the web management
have gotten no follow up, so the interactivity via email or by online form
is very limited and even harder to receive information from a PR department
before evaluating the web site as it is. To read the information I gathered
from contacting the staff behind the website, see at the Web
Files last updated on April.
III. Web Awards.
1. The 7th Annual Tenagra
Awards for Internet Marketing Excellence were awarded this year in Houston,
USA. The Tenagra Awards showcase achievements in five award categories,
including: Integrated Online Marketing Effort, Online Business Model, Individual
Contribution to Internet Marketing, Publication Focused on Internet Marketing
and Online Customer Service. Winners were determined by a panel of four
industry expert judges and two Tenagra judges. (C@ www.tenagra.com)
2. IP Top Awards recognises
the best content in Europe's online industry. The 4th IP Top Awards were
handed out during Content Summit in Zurich, Switzerland (last November).
An international team of more than 50 experts is used to compare the finalist
publications on elements such as user-friendliness, design and newsworthiness.
3. The International Academy
of Digital Arts & Sciences are running the 6th Annual Webby Awards.
The organization is seeking submissions in 30 categories (!). To submit
a Web site for consideration, visit The Webby Awards Web site, where you
will find submission rules and an official online entry form. Winners will
be announced in May 2002. (C@ www.webbyawards.com)
4. @d:tech awards honor
achievement in interactive advertising and marketing. Winners of the 5th
annual @d:tech awards were announced Dec.2001. Awards list consists of
the best overall in the category of industry-specific campaign or Web site
and best campaign within the technology category; best consumer campaign
in the category of audience-specific campaign, and best branding campaign
in the category of objective-specific campaign; overall award in the Web
site category, and best overall web design award in the same category.
5. In Italy the most important
Web sites have been awarded every year by Il Sole 24 Ore, the economic
daily publisher. The Premio WWW consists of an array of awards for the
best Website in each of 13 categories, plus the design-specific and the
banner-specific awards. All best Web achievements are chosen through the
opinion poll by Web surfers (C@ www.ilsole24ore.com/premiowww)
These are the 5 locations
I have selected for DMLR readers. They are not the unique specialized prizes
for Web properties, managers, and agencies, of course, but we all have
a lot to learn from these Internet-savvy judges awarding the excellence
IV. Direct Marketing.
Measuring the marketing
efforts and expenses is the most powerful advantage a DM campaign allows
you as opposed to mass marketing or advertising campaign. The cost-vs-gain
balance derives from the control you get on every step of the marketing
process when you promote directly to a list of prospects. This is true
in both cases of online and offline DM. The traditional DM —mail, telephone,
coupon on pack— is the natural system for measuring redemption, so the
best predictor of what you have to call return on investment (ROI). Even
if you are testing or using the interactive medium that is the Internet,
the first evaluation for online acting is how much ROI-oriented it is.
Let's see the principles and formulas you have to consider in doing that
- REDEMPTION as percentage
of responses over the total number of contacts.
Math formula, R = n. of
responses / n. of contacts (x 100).
- GROSS MARGIN as product
price less product cost plus shipping cost, but excluded the costs for
promoting the product.
GM = unit price - unit
costs per each item sold.
- PROFIT as the difference
between the gross margin and the cost per order.
P = GM - CPO.
Application. You send 7,506
postal pieces to promote an alarm and provide a mail order, for example
(but they could be email messages at different price per unit).
Cost per each mail piece
Mail replies returned 98,
i.e. mail orders.
Product list price €300.00
(enc. VAT = 50.00).
Product costs amount to
You measure the campaign
profitability as follows:
R = 98/7506 (x 100) = 1.31
CPO = 0.45 x 7506 / 98
GM = 250 - 125 = €125
P = 125 - 34.47 = €90.53
Fixed the GM as above,
and established the goal for your profit margin —for instance 20%— how
much should you spend per order? (Answer on DMLR*News Brief, May).
Recently I have read the
book titled "Planning Your Internet Marketing Strategy" by Ralph F. Wilson
(Wiley & Sons, Inc., pp.256, US$19.95). This is the short review for
the readers of DMLR*News.
Among the deans on Web
marketing, Dr. Wilson was one of my first sources of information since
I kept reading his Web Marketing Today newsletter in 1997. It seems to
me that the book mentioned is the summa of Wilson's Internet marketing
strategy, so it's worthy of attention because it's deriving from an actual
case history. A second quality of the book is the thorough list of what
is important to think up, write down and really do before launching your
own Web venture. Even though you are the smallest business in your country
there is more than a chance to achieve success on the Net —as fine as
an encouragement is the finding of your Unique Selling Proposition. Probably
the very plain and simple language used by the author reveals the most
interested readers should be the beginners or the young people who are approaching
the Web world with genuine intentions —I mean for business! Third useful
element to read this book is the steady reference to resources listed as
URLs to reach when you get connected. So any topic touched upon on the
book you can immediately deepen by other (American) listed web sites.
To get details or a copy,
VI. Mark (tm).
I resolve to register it,
so dmlr.org is becoming a trade mark (tm) or more exactly a service mark
What does it mean? After
registering I will be able to emphasize the use of that name in doing business
as Web marketing consultancy.
Why do register a trade
name? The registration of a mark allows the registrant (owner) to use in
an exclusive way the mark and counter to other people using the same sign
if they are offering the same product or service.
What can you register as
trade name? Everything is represented by signs such as word, figure, design,
product packaging, slogan, in every color and shade. To talk frankly a
trade mark must be graphically characterized and recognized as an original
and distinctive medium of business.
What's the procedure? In
Italy you may first register a mark as long as 10 years. Each registration
must affect one or more product or service classes. It exists a 45-class
list, the so called Classification of Nice, France that reports the detailed
classes of products (1 to 34) or services (35 to 45) for registering a
How much does it cost?
The cost depends upon three factors: a) number of classes you're registering
the mark for; b) the range of countries you want to protect it into; c)
the complexity of the external factors to verify before registering.
For example, I get you
the expenses to register within two typical cases:
- trade name for one class,
Italy only = 400—500 euro (plus VAT);
- trade name for one class,
Europe extension = 2,000—2,500 euro.
Personal tip. Dealing with
the local chambre of commerce directly you can eventually drop the expenses
because you avoid to pay the legal study or advertising company whose fee
weighs often up to 50-70% of the total cost above.
Many DMLR articles are
a good resource to get prime information on the naming and branding of
products. If you want to trade two words or more on this stuff, please
contact me at www.dmlr.org/webmarketing/GO.htm.
DMLR's past 55 months online
and years go by. Diggin' up the historic pages of DMLR, say the collection
of the first two or three years' newsletter or magazine or guide, is possible
thanks to the biggest archive the Net has ever had, the Internet Library,
where over 10 billion pages are stored (1996 to now). Retrieving one page
as it was is a task for curious researchers or scholars visiting the WayBack
Machine at web.archive.org —to get
response on DMLR lost pages, enter the old Web location as follows, http://space.tin.it/economia/rdondi.
I have tried it and unexpectedly recovered some pages published in September
1998, so the far back DMLR history is even a little documented by this
huge and startling record of the World Wide Web.
To rest at present day
I will remember the importance to use the internal search engine powered
by Atomz when you want to keep pace with changes in DMLR. For example,
since March beginning I added 19 new or up-to-date pages onto this website.
Search by date is the best way to find all the newest documents if you
are not interested in subscribing to DMLR*News. Or you had better meet
the interactive services I set up for you as workshops and events at www.dmlr.org/webmarketing/EVE.htm.
Dondi - word processing, HTML and the ropes.