Internet Marketing Articles & White Papers

We have always used our chart of online tactics according to their return on marketing investment in planning Internet marketing programs. As 2008 approaches we see no reason to change our ways. The Web environment has changed, however, to make some of the tactics easier to implement and others more competitive. What new opportunities should marketers view in 2008?

Search Engine Marketing Has Become Very Competitive

Ah, for the good old days when the big ad agencies thought banner advertising was online marketing and their big bricks and mortar clients thought the big ad agencies knew what they were talking about. In 2007 the last of the elephants seem to have caught on and we are being really challenged for position in natural search results and bid way up in paid results.

That's not all, Google has finally addressed the gaming of inbound links from bookmarking sites and blogs (called Web 2.0) to boost sites in search results. What are we to make of all of this and how do we maintain our strong positions? Read the complete article.

Where is Web 2.0 on Your Chart?

The latest Internet marketing catch phrase "Web 2.0" has been beaten to death in 2007. Grump that I am, I see it only as new tools for doing what people have always done on the Internet, interact. Web 2.0 is not a marketing tactic, but rather a collection of tactics that have been recognized by the online marketing press (finally) and enabled through better Internet tools. Read about how Web 2.0 fits into the Rapport Marketing tactics.

Building a Brand Online

There are two things we generally refer to as a 'brand.' One is the physical representation -- the company logo. The second is the bundle of qualities that we hope people have in mind when they see our brand image or think about the brand name.

Paying for your site to be listed at the top of search engine results has become the most effective and popular method of online advertising. This article tells how to plan for your PPC campaign.

Top ranking in search engine results is achieved through a combination of tactics. Learn how to build rapport with the search engines and directories.

Internet marketing tactics that give the best ROI for direct response and lead generation.

The Marketing Argument for Making Opt-in E-mail the standard practice for building e-mail lists.

Online businesses can and should understand clients better to improve their online relationship and gain a better return on the Internet marketing investment.