Monday, March 31, 2008

High-Speed Web Access Blanketing US

By Kara Rowland, The Washington Times

The number of U.S. high-speed Internet connections topped 100 million last year, according to a Federal Communications Commission report that said broadband access is available to subscribers in 99 percent of the nation's ZIP codes.

High-speed access climbed 55 percent from 65.3 million connections in mid-2006, according to the assessment, which measured access data as of June 30, 2007. Nearly 66 million of the total 100.9 million broadband connections serve consumers. Of those connections, 51 percent are through cable, 37 percent are DSL, 2 percent are fiber and the remaining 10 percent are either satellite, fixed or mobile wireless and power line.

The report concluded that high-speed services are being deployed across the country in a "reasonable and timely fashion."

"Since becoming chairman, I have made broadband deployment the commission's top priority," said FCC Chairman Kevin J. Martin at the agency's monthly public meeting yesterday.
"The United States is the largest broadband market in the world and our newest report finds continued growth."

But the Republican-led agency's two Democratic commissioners had significant criticisms of the report's methodology, noting that the FCC's definition of "high-speed" -- anything higher than 200 kilobits per second -- is lower than standards used in other countries.

"We can write reports that conclude that Americans are receiving broadband in a reasonable and timely fashion. But the facts are always there, glaring and staring us in the face, showing us where we really stand," said Commissioner Michael J. Copps, citing findings that the United Statesis ranked 15th in the world in terms of broadband penetration.

Copps and his Democratic colleague, Jonathan S. Adelstein, criticized the report for not measuring U.S. progress against other nations and for not including discussions of price. They also bemoaned what they said is a lack of a national broadband strategy.

"It is increasingly apparent that an issue of this importance to the economy and the success of our communities warrants a coherent, cohesive and comprehensive national strategy. The first step in addressing this challenge is to collect better data about the state of the marketplace and to perform a realistic assessment of our success and failures," Mr. Adelstein said.

The commission yesterday invited public comment on broadband prices and service availability.
It also voted to change its data-gathering methodology, expanding the number of high- speed tiers to include faster services, despite a warning from Republican Commissioner Robert M. McDowell that using a rubric of certain speeds to define "broadband" might have unintended consequences.

"Instead of allowing consumers to determine what is a sufficient speed for their desired purposes, the government is drawing an arbitrary line that may favor some technologies that are currently considered 'broadband.' While the concept of what is 'broadband' should constantly improve and evolve, these decisions are best left to consumers and the marketplace, not unelected bureaucrats," McDowell said.

The agency earlier this week announced the end of a two-month- long auction of wireless spectrum that netted $19.6 billion in bids.

The airwaves, which will be surrendered by broadcasters in next February's transition to digital television, are prime for broadband services because they can penetrate walls and travel far distances.

Monday, March 24, 2008

Latest Internet User Information

INTERNET USAGE IN USA
Reports from Emaketer.com (http://www.emarketer.com)

Internet usage is becoming a daily habit in the US. Almost everybody is online.

Although growth has slowed to the low single digits in recent years—projected to be just 3.1% in 2008 — US Internet users can be counted in the hundreds of millions. eMarketer (http://www.emarketer.com) projects that this year there will be 193.9 million US Internet users—about two-thirds of the population. By 2012, nearly 217 million Americans will be online, or about 71% of the population.

Not only are Americans online, they are spending a lot of time online. According to the USC Annenberg School Center for the Digital Future, on average US Internet users spent 15.3 hours a week online last year, and that is up from 8.9 hours in 2006. Furthermore, the study found that children ages 8 to 14 are online nearly two hours a day, and 45% of young adults ages 18 to 24 spend three or more hours a day online.

”The thing marketers have to remember when looking at online users, however,” says Lisa Phillips, eMarketer Senior Analyst and author of the new report, US Online Population, “is that the US Internet population differs from the general population in age, race/ethnicity, income and education levels.” Gender is the only measure that closely matches the general population, with slightly more females than males online.

“eMarketer (http://www.emarketer.com) estimates that on the Internet, females consistently make up almost 52% of the population versus 48% males,” says Ms. Phillips. “And we foresee that ratio remaining constant at least through 2011.”

”On the other hand, the racial make-up of the US Internet population does differ slightly from the general population,” says Ms. Phillips.

Non-Hispanic whites, for example, comprise about 66% of the US population in 2008, but are 72.4% of the online population. Likewise, Asian Americans account for about 4.5% of the general population, but are 6% of all US Internet users.

By contrast, African Americans represent nearly 13% of the general population, but make up just 11.2% of the online population, and Hispanics (who can be of any race) are about 15% of the general population compared to just 10.4% of the online one.

”Marketers looking to create effective online ads need to focus on the demographic features of the US Internet population,” says Ms. Phillips. “Knowing the market specifics of size, gender, age, race and ethnicity, income and education is the only way to make smart targeting decisions.”

Find specifics you need to know, download the new eMarketer report, US Online Population, today.

INTERNET USAGE USA VS CHINA
There are now more Internet users in China than the U.S. Continued economic growth and improved broadband infrastructure have driven the number of Internet users in China to new heights. In January this year China was on track to becoming the largest online community in the world. It’s now happened - China has more Internet users than the United States, according to Beijing research firm BDA. BDA’s estimate was based on February’s data from the China Internet Network Information Center (CINIC) that put the country’s online population at 220 million. The United States’ Internet population was estimated to be 217 million during the same period, putting it behind China for the first time. Based on these sources and the assumption that these markets have continued to grow in 2008 to date at the same rates that they grew in 2007, the conclusion is that China has surpassed the United States as the world's largest Internet population.

NEWSPAPER READER USAGE
Younger news readers aren’t reading newspapers. The generation gap for newspapers continues to grow, and that is not good news for marketers focused on print publications. According to a recent comScore report, younger news readers are not getting their news fixes from newspapers. They are reading news online.

This is another indication that newspapers need to do something innovative to draw in new readers; it is also an indicator that marketers may want to focus their budgets into two distinct groups: one focused to young, online readers and one focused to older, print readers.

Researchers surveyed 400 news readers; they found that about half of those aged 18 through 44 were heavy news consumers but very few were newspaper readers. Instead, these readers are getting their news, for free, from online sources. They read online versions of their local papers and national papers as well as news and political blogs. Television news websites are also popular destination points.

The older generation, aged 45 through 65+ are also heavy news consumers but most of this group gets their news from the local paper.

For newspapers the news is discouraging and clearly points to a need to revamp what newspapers provide or offer their readership. For marketers this indicates that ad buying needs to change. Making a single across-the-board buy for a local paper is not going to cut it. Instead, ads should be purchased according to the readership. Ads placed in the paper should be targeted to older readers. Different ads should be created and placed in online venues.

Monday, March 17, 2008

Improve Landing Page Performance

I found an interesting article on how to improve landing page performance (by Matt Jackson, of WebWiseWords) and I felt it necessary to share! Landing pages are important when trying to increase conversion rates. If you don't have the right elements, your landing page won't work.

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Undertaking any new advertising campaign should also entail the optimization of your landing pages. These pages need to be set up primarily to convert the visitors that your advertising generates. No matter the method of marketing or advertising you use, even offline advertising, you should have a clear understanding of the visitors that it will produce.

- What keywords, if any, led a visitor to your page?
- Are your visitors looking for information or products?
- Where are your visitors likely to be from?

The first step to landing page optimization is getting to know the resulting visitors. With paid search and even organic search you should have a good level of knowledge of the keywords that those visitors have used to visit your site. Consider whether the keywords and your campaign in general is geographically targeted, whether it will lead to visitors that want more information or are ready to start the buying process, and their general demographics. The more information you can determine about your new visitors, the more effective your landing page can be.

- Have you included the most relevant keywords in your page?
- Are the images relevant to the topic your visitors want?
- Are ALL of your page elements relevant?

The landing page should be optimized so that it is relevant to these visitors. Page relevancy is always a popular topic. The more relevant a page is to its visitors, the more targeted those visitors will be, and the more targeted a visit is, the more likely they will convert and perform your desired action. Including keywords is a part of page relevancy but generally matching all of the page content to the needs of your visitors is vital.

- Why did a visitor choose to visit your site?
- What did you promise or infer in your advertisement?
- Do your visitors want information or do they want to buy straight away?

If you promise information in the advertising link then you should provide that information. In contrast, if an advertisement implies that your visitor will be taken to a purchase page, then that is where they should be taken. Most searches are done by surfers looking for information on a topic - this may or may not lead to an immediate purchase. By providing the information that a visitor is looking for it provides you with the opportunity to increase brand awareness, and even make an immediate sale.

- What makes your product better than your competitors' products?
- Why should visitors use your website rather than the next one?
- What do you have to offer that no other service, or very few services, also offer?

A Unique Selling Proposition (USP) is what makes you stand out from your competition. It's the reason that your visitors should choose you over any other site. It's also one of the most powerful conversion tools you have available to you. Many websites do not include their USP because they have yet to identify it - virtually every website and every company has a USP and promoting it early or prominently in the content of your site will help to increase conversion rates.

- Does the first paragraph of content include a summary?
- Have you got all of the important information on the page before the fold?
- Have you used an appropriate web content writing format?

Reading from a computer screen is very different to reading from paper based media. We can't read as quickly, we digest less information, and we comprehend fewer facts and less information. As such, it is good practice to write differently for the Internet than we would for a magazine or other publication. The very first paragraph needs to be a concise and informative summary of the rest of the page. Sentences and paragraphs should be shorter in length and, therefore, simpler in their reading. Headlines and titles, as well as other formatting, should be well employed in the relevant areas.

- Have you removed any unnecessary links?
- Is advertising kept to less visible sections of the page?
- Have you moved distracting page elements below the fold?

The more external links that appear at or near the top of the page, the more likely that your visitors will leave your site. Similarly, distracting advertisements that aren't a part of your CTA (Call To Action) need to be placed somewhere less distracting, along with other potential diversions. While these page elements all have a place on websites, they shouldn't detract from a well optimized landing page.

- What do you want your visitors to do next?
- What will your visitors want to do next?
- Have you clearly defined and implemented your CTA?

The Call To Action, or CTA, is the online vehicle that will drive your visitors to take the next step in the process. What this step is will differ according to various factors. If you sell your own products then the next step for your visitors could be to make the purchase. Alternatively, the desired action could be to sign up for a free newsletter, click an affiliate link, or download a free ebook. Identify what it is that you want your visitors to do next as well as what you believe they will want to do next. Once you've identified your CTA you need to implement it on your page so that visitors recognize what they are expected to do.

- Do you have any special offers, reductions, or discounts?
- Do you have any promotional giveaways or other incentives to offer?
- Have you pushed these incentives above the fold?

Incentives are a great way to persuade undecided visitors to take the plunge and move on to the next step. Either have a creative ad made that is relevant to the incentive, or at the very least ensure that it is mentioned in or around the first paragraph of your page. It should also be considered one of your USPs so it is a critical part of optimizing your landing pages.

- Is there any way you can make improvements?
- Are you tracking results?
- Are you prepared to make changes according to those results?

Your landing page is all about getting results. This means you need a powerful analytic package so that you can track the performance of these pages. You should have this software installed on your site anyway, in order that you can track the results of the advertising campaign itself, determine your most successful and least successful pages, and gather important data. Make small changes in a bid to improve page performance, and ascertain the success of those changes before making any others. Keep monitoring and optimizing until you get the best possible results.

Monday, March 10, 2008

Why is Online Marketing Like Rocket Science?

I hear from customers all the time that they don’t know what to do next to get better results from their websites? Also they are surprised when they find out how much it cost for SEO / SEM work!

On the surface it seems very simple. All the elements involved are very basic from optimizing pages to PPC (Pay Per Click) to link building, etc. Anyone can get the proper information online and implement the various methods. The real science comes to play when you must decide where your best efforts should go and the right programs to use that will fit within a company’s budget and available resources. There is no “Magic Bullet!” It is not just a matter of how much money or doing something in particular. It is putting everything together and monitoring and tracking the progress. It’s like paddling a boat upstream. If you keep paddling you see progress; if you stop you go downstream real fast!

Constant adjustments will have to be made along the way. Each campaign needs tweaking, as the objective is to always work toward getting better results. The goal should always be to raise the bottom line, which is to get more qualified leads or more sales or make more money with your site. In other words your conversion rates should constantly increase until you see a satisfactory ROI (return on investment). The idea is that your website is going to make money for your business instead of cost you money!

The most important element is to make a commitment. Find an experienced and reputable company, develop a plan, monitor and track your efforts, make adjustments and increase your conversion rates. Then have one of the most knowledgeable and trusted persons in your business be responsible to coordinate your website marketing and educate and train any staff that will be involved.

“Rocket Science” - something requiring great intelligence, esp. mathematical ability

Online marketing is “rocket science!” Taking all the basic elements and formulas, putting them together to get the rocket to blast off the launch pad and get to its destination! Also it takes mathematical ability and acumen to properly analyze and track results, then calculate conversion rates and ROI (return on investment), which is the bottom line!

If you want your website to take off and generate the maximum revenues and quality leads then call me for an online marketing consultation to put everything in perspective.

Monday, March 3, 2008

The Internet - A Powerful Selling Tool

The Internet is a powerful selling medium. Never before has it been easier to start a business, reach out to literally millions of potential customers and operate Internationally in a worldwide marketplace.

The Internet also offers new tools and ways of marketing to succeed. E-mail allows instant communications whether across the street or across the globe. Websites act as virtual storefronts, staying open 24/7. Newsletters, blogs and RSS feeds inform, educate and provide the latest thoughts, ideas and information quickly.

There is much more to success than simply having a website or using these tools. The fundamentals of marketing and selling are changing. The consumers are getting bombarded with information and processing this information much faster. You must get your message across quickly, in some instances in less than a minute. Next you must instantly separate yourself from the competition plus create a unique selling proposition.

While Internet usage along with the new tools may change the WAY people buy, it hasn't really changed WHY people buy. Here are factors that will help you with your E-commerce efforts:

1. People aren't ON the Internet. They ARE the Internet. Is your site marketing oriented and easy to navigate? Does your site state in clear terms what you sell, what is the benefit of your products and services and why they should buy from you?

2. You need an immediate “call to action!” People buy online just like they buy offline. If they are buying an impulse item, they'll click thru and spend a buck if you properly entice them with an offer they can’t refuse. If it's a bigger ticket item, they'll shop around. You need to offer incentives so they will come back to buy from you. What is your unique selling proposition? What can your customers expect to get that they can’t get anywhere else: free shipping, lower price, volume discounts, larger selections, buy one get one free, etc.

3. People buy what they need and want, when they need it and want it, plus can afford it. The key is to give people information that connects with what their desires. Establish clear cut benefits of using your product and service to meet their demands. People require the same things they have always needed, but now they are also searching for the new, the latest, something different and/or unique. Which of us doesn't long for more time, more money, better relationships with family and friends? But now many want the latest, new high tech gadgets, toys and devices. Also the latest versions of products and programs are always being launched. The more your message is aligned with the marketplace’s needs and wants, the better you will do.

4. People buy because they believe that your product or service will work to fulfill their needs and wants better than anything else no matter what the price (as long as they can afford it)!

5. Separate yourself from the competition! If they cannot see why your product or service is different and/or better they will make a buying decision solely on price.

6. Marketing is everything!

“You can fool all the people all the time if the advertising budget is big enough”

- Ed Rollins

7. Create happy customers. An old marketing rule of thumb stated that a happy customer would tell three people, an unhappy customer would proclaim disgust to 11 others. With the advent of the Internet, a single unhappy customer can tell the world!

8. Create repeat customers. Repeat customers have significantly higher conversion rates and average purchase amounts than one-time buyers. Offer incentives to come back to your site and buy plus keep in touch with first time customers by E-mail.

Note: Keep track of the latest buying trends as to times when people usually want to buy cars, jewelry, travel packages, music, books, etc. The timing is critical such as vacation time, holiday shopping, major events occurring including sporting events. Don't buck the trend. Understand and USE people's existing buying habits to your advantage, and kick your online efforts into high gear during those peak times.

Become “Wired for Success!”