Holly Berkley 
Marketing in the New Media 

Marketing in the New Media shows business owners and marketing professionals how to combine traditional advertising with Internet and mobile marketing to deliver an effective marketing message anytime, anywhere!

Companies today can no longer ignore elements of new media in their marketing campaigns. Combining new media is absolutely essential to “close the sale” and get the consumer to take action in a measurable way.

Many small-business owners and marketing professionals are entering into new, unfamiliar territory, and the thought of stepping out of their comfort zones and diving into the fast-moving world of new media marketing is intimidating. This book explains marketing with the new media in easy-to-understand terms.

This new second edition includes more information on social networking. The book also outlines the elements of successful website design and how to analyze web traffic reports and online customer behaviors on a deeper level, so readers can make informed decisions about how their campaigns are performing and how customers are responding.

Table of Content

INTRODUCTION ix
1 AN OVERVIEW OF NEW MEDIA MARKETING 1
Internet Marketing in a Nutshell 3
The Radio Industry’s Movement toward New Media 4
Make Your Website the Center of All Your Marketing 5
Combine Traditional Ads with Keyword Buys for
Maximum Impact 6
Maximize the effectiveness of keyword phrases 7
Use every opportunity to generate buzz 8
Rock Star Marketing: Effectively Combining Traditional
and New Media 9
Take advantage of co-branding for maximum
exposure 10
Use message boards and blogs to generate
new content 10
Encourage audience participation 11
Keep selling 11
Don’t let visitors ignore your advertisers 12
Use mobile marketing 12
References 13
CONTENTS
101 SMALL BUSINESS
for
iv Marketing in the new media
2 THE DIGITAL LIFESTYLE 15
Internet Usage by Age, Education, and Income Level 16
What are people doing online? 17
Using the Internet at work 17
Using the Internet strictly for fun 18
The Importance of Social Networking Channels 19
The Growth of Blogs 19
Promotion through RSS Advertising 20
Online Gaming Is Also on the Rise 21
Who Is Watching Online Video? 21
A Look at Podcasting 22
Partnerships in podcasting 24
Engage Consumers in Your Brand 24
References 25
3 JOINING THE CONVERSATION — EXPLORING
OPPORTUNITIES ON THE SOCIAL WEB 27
Who is Using Social Networking Sites? 30
Determining the Right Social Networking Approach
for Your Business 31
Engaging the Consumer, Not Selling 32
Leveraging the Influence of Blogs 33
Promoting Your Company through Facebook 33
Choosing between a Facebook Profile, Fan Page,
or Group 34
Buying Social Ads on Facebook 35
Finding and Managing Your Friends on Facebook 35
Six Easy Steps for Self-Promotion on Facebook 37
Getting Your Video Seen on You Tube 38
Making Friends on My Space 39
Getting down to Business on Linked In 41
Brand Ambassadors 41
Twitter 42
Find out Who is Talking about You 43
Contents v
Final Notes on Social Marketing Optimization Strategies 44
References 44
4 WHY USING MOBILE MARKETING NOW IS
IMPORTANT 47
Entering the Mobile Marketing Medium 47
Leaders in Mobile Marketing 48
Mobile marketing and sporting events 50
Other industries get on board 50
GIS and Mobile Marketing 51
Mobile TV 52
Free Minutes for Mobile Ads 52
Text-to-Win 53
Using Mobile Marketing to Boost Retail Sales 54
Steps for Starting a Mobile Marketing Campaign 55
Customer Respect in Mobile Marketing 57
The Future of Mobile Marketing 58
References 61
5 USING NEW MEDIA TO ENHANCE CUSTOMER
SERVICE, TRUST, AND BRAND LOYALTY 63
Creating a Trusted, Branded Personality for Your Site 63
Building Loyalty through Expert Web Content 65
Generating Consumer Trust by Letting Others Do
Your Talking 65
Offering Excellent Online Customer Support 66
Staying in the Forefront of Consumers’ Minds 67
Using Targeted, Brand-Building Ad Buys 69
Making Your Marketing Message Matter to Your
Audience 70
Creating Great Content That Keeps Consumers
Coming Back 71
Creating custom content 72
References 73
vi Marketing in the new media
6 DEVELOPING NEW MEDIA CAMPAIGNS BY
TARGET AUDIENCE AND INDUSTRY 75
Defining Your Target Audience 75
What Women Look For on the Web 76
Getting to Know Generation Y 78
Targeting Teens and Young Men through Online
and Mobile Gaming 79
Reaching College Students through Online Social
Networks 80
Finding Generation X 81
Internet Use by Seniors Is Changing Dramatically 81
Singles Have More Control of Their Time Spent Online 82
Using “Life Stages” to Find New Customers 83
New Media Technology Use by the Auto Industry 84
New Media Marketing in the Travel Industry 87
Nonprofits and Charities: Building a Trustworthy
Web Presence 90
Local Marketing Strategies with Search Engines 92
When New Media Marketing Is a Must 93
References 94
7 CONTROLLING YOUR BRAND IMAGE AND PUBLIC
RELATIONS THROUGH INTERNET MARKETING 97
The Benefits of Online Press Releases 99
Creating buzz around your press release 100
Optimizing your press release for RSS feeds 101
Your Brand, Your Trademark, and the Search Engines 103
Strengthening Your Online Brand through New Media
Partnerships 104
Co-branding works when there is synergy 105
Co-branding guidelines 107
New Branded Television Content 107
Creating Television Shows and Commercials Exclusively
for New Media Use 109
Making Brand-Building Campaigns Viral 110
References 111
Contents vii
8 IS YOUR WEBSITE READY? 113
Remember the Basics of Good Web Design 113
E-commerce Strategies from Amazon.com 115
The Importance of Easy, Safe Checkout 116
Consider your audience when providing payment
options 118
The Right Way to Cross-Sell Online 118
Optimizing Your Website for Search Engines 119
Search engines read text, not graphics 119
Choose the right keywords 119
Your home page and your tags 120
Text links 123
Site maps 124
Frames 124
Flash pages, image maps, and heavy graphics 124
Link Popularity 125
Is Your Website Ready? 126
How Long Does Getting to the Top Take? 128
Paying for Positioning 129
Using landing pages 130
Writing effective ad copy 130
References 131
9 FINE-TUNING YOUR EMAIL MARKETING
STRATEGIES 133
Permission-Based Email Marketing 134
Focus on Content 135
Timing Is Important 136
Write a Great Subject Line 139
Six Easy Steps for Complying with the CAN-SPAM Act 141
The State of Email Marketing 142
References 144
viii Marketing in the new media
10 MEASURING THE RESULTS 145
Web Traffic Reports 145
Looking at Averages 146
Tracking Delayed or Offline Conversions 146
Can Online Branding Be Measured? 148
Measuring the Success of Search Engine Marketing 149
Measuring the Success of Online PR Efforts 150
Measuring the Success of Mobile Marketing Campaigns 151
Tracking Online Video Results 151
Modifying Your Marketing Campaign Based on
Your Results 152
References 153
11 NEXT STEPS: PULLING IT ALL TOGETHER 155
Understand Your Target Audience 155
Identify How You Will Measure the Success of
the Campaign 156
Align Your Company Goals and Values to Help
Build a Stronger Online Brand 156
Take Time to Plan Your Website 157
Typical Costs for Implementing a New Media
Campaign 157
Invest in a Professional Website 158
Search Engine Marketing 159
Testing the Keywords before You Optimize 160
Upselling to Existing Customers through Email
Marketing 161
Strategic Partnership Development (Co-Branding) 162
Connecting with the Customer 162

About the author

Holly Berkley has a stellar record in designing and implementing online marketing programs for large corporations. Her clients include some of the biggest names in business today. With this book, she now brings her knowledge of successful online marketing to the small-business world. Holly is also the author of Marketing in the New Media, also available from Self-Counsel Press.