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10 best free music apps for android - android authority, We live in an age where you don't have to pirate music to listen to it for free. Best free android apps of 2016 - androidpit, Beef up your app drawer with the best free android apps. I’m sure if you are an average Sri Lankan who uses emails regularly, you will find a couple of dozens of Viagra promotions, another dozen of emails promoting Replica watches and quite a few from local email marketing agencies promoting one or more of their clients. I’m trying to get at the problem we are facing in using email as an effective marketing tool.
I define email marketing as “using email as a medium of communication to convey interactive messages to a highly relevant target audience who are willing to receive such messages from us”. My definition of eMail marketing contains three important basics you have to follow when carrying out email marketing. After a customer opts in to your mailing list, they should have the freedom of opting out from the list anytime they want. However, most email markets do away with the “opt in” part very easily, and stick only to the “opt out” option, and justify this with the excuse ‘law doesn’t made it mandatory to send emails only to opt in customers, and it specifically mention having an opt-out option is enough’. If you look at this justification, you should be able to violation of the basic principles of marketing.
According to my knowledge, there is no single email marketing agency based in Sri Lanka, who practice the industry best practices. I recommend, you to build your own mailing list and use a web based solution like MailChimp or Awebar. This is just a basic introduction for email marketing, which cannot be fully explained in a short article like this.
My last article on Digit Magazine about Search Engine Optimization received an overwhelming acceptance among some of the readers, and I thank everyone who contacts me via Twitter and email.
From Search Engine Optimization; this issue we move onto another form of search engine marketing. When we say Pay Per Click advertising on search engines, we actually talk about the ‘Sponsored Links” appearing on your search engine result page.
PPC becomes handy, when it is highly competitive for you to reach the top ranks in organic results.
PPC advertising is by far the most widespread form of pay-for-performance search marketing. AdWords ads can only contain 95 characters: 25 for the headline, then two 35-character-long description lines, and a visible URL field. AdWords gives advertisers several options to target keywords: broad matching, exact matching, phrase matching, and negative keywords. I personally suggest anyone who is interested in PPC marketing, to start with Google Adwords. I believe, this article covered some basic introduction into what PPC advertising is, and how you can start campaigning on Google Adwords. This is only a simple demonstration about the power of SEO, when driving free of charge traffic to your website. SEO is aimed at increasing the rank of your website so it shows up in the top ten of a search engine results page (SERP). But the question that most people don’t have an answer, and most businesses are spending millions of dollars every year to find an answer is “how can I get to one of these top ten positions?”. If search engines are ranking web pages according to a pre-defined algorithm (which includes certain qualification criteria), then we can possibly make our web pages to match that algorithm, and get our pages ranked top on search engine’s organic results. How many external links point to it and more importantly, whether those pages are relevant to the page’s subject matter? As I mentioned at the outset, SEO is not an easy topic to be comprehended in a one article like this.
After the first few lessons covering the basics of internet marketing, now we are ready for the next level of understanding internet marketing. Search engine marketing mainly involves “Search Engine Optimization (SEO)”, and Pay Per Click advertising (PPC). In order for you to place a link to your website on Google’s SERP, you can choose two options. Optimize your website to Google’s search algorithm, and make sure your link appear on the organic results section of the SERP (SEO).
Currently, search engines around the world together receive around 400,000,000 searches per day. In response to this query, a search engine will pick from its huge database of Web pages those results it considers relevant for the Web surfer’s terms, and display the list of these results to the surfer. There used to be a great variety of search engines, but now after major reshuffles and partnerships there are just several giant search monopolies that are most popular among Web surfers and which need to be targeted by optimizers. There are – and the search engines are aware of this – more popular searches and less popular searches.
Crawler-based SEs, also referred to as spiders or Web crawlers, use special software to automatically and regularly visit websites to create and supplement their giant Web page repositories. SEO (search engine optimization) is the solution for making your page more search-engine friendly. PPC is most often used, when businesses find it time consuming and tedious task for optimizing their website for search engines. Up to last article of this series, we learned what is eMarketing and how can you strategize the eMarketing efforts for your business with the DEMO Model. In this issue, I will talk about one of the fundamental requirements you should satisfy for being effective with eMarketing.
Having a website for your business is a very fundamental requirement, before you go online with your business.
If you need business results from your website, let the business people handle the website. Usability; or the ease of navigating through the site to complete a desired action by a visitor is the most important factor you have to keep in mind when designing a website.
Before launching the website for your actual customers, you must test the site for usability among a sample of your target audience.
The ideal color scheme should contain maximum 2 main colors, and a maximum of 5 to 6 variations of those two colors in total. The color scheme of your website should ideally match the corporate colors of your company, but it is not always a must. Once you select your color platter, then decide which exact color is to be used for different elements of your website like, for filling text boxes, colors of buttons, colors of headings, links etc. When designing your website, you must adhere to the basic guidelines of Search Engine Optimization (SEO), in order to be able to easily found by main search engines like Google and Yahoo.
Your description tag needs to work hand-in-hand with the title to get the searcher to “click” on the listing. A business website should have a business objective in focus, even if the objective is not an eCommerce conversion. We learned that, the design of the website can either make your business or break your business, depending on the effort you put towards planning your website. Up to now, in the four articles so far in this series, what we have discussed is mainly about how to strategizing your emarketing efforts. I invented the DEMO Model as an effective way of managing your eMarketing planning efforts.
You may not be expecting to sell your product or service to everybody out there in the market. To achieve your eMarketing goals in the selected target market, what message you are going to communicate to them?
Once you define your target customer, you can know where they are hanging around while surfing the internet and how frequently they are using the internet.
At this stage, you need to plan the specific action plans and activities to be carried out in each of the selected channels, in order for you to communicate your eMarketing messages to the target audience.
As you are going through the next three steps in the DEMO model, you will realize that the toughest part is the first one. When planning the execution, think of time involved in implementing each action plan you drafted, resources required, who is going to do what etc. After executing your new eMarketing strategy, how do you know whether you have achieved anything out of it or not?
Measuring your results will trigger an array of insights on different areas where you can fine-tune your eMarketing efforts.
I hope the DEMO model will be very useful as a framework for initiating the very first eMarketing plan for a small business or a start-up.
In the next issue of Digit Magazine, I will discuss about the importance of business web design.
In the last issue we discussed the importance of having a basic understanding about principles of marketing, before someone endeavor with any sort of eMarketing initiative. In the next few issues of Digit Magazine, I will take each of these channels and discuss in depth with tips on practical application of each channel.
At the stage of acquisition, eMarketers are responsible of attracting new customers to the business through various eMarketing activities.
During the conversion stage the eMarketer is responsible of generating revenue from the acquired traffic.
A question bothering most marketing professionals is “how deep should be integrate our marketing efforts with eMarketing?”. The most elementary level at which a company can have a web presence is a listing in one or more online business directories or portals.
When most businesses, even large corporations, put together their first website, it is nothing more than a basic brochure. Ecommerce lets your site visitors transact in real time, instead of having to undertake the turn based communication of stage-three sites. No matter at which stage of these levels your company is in, you need to engage in online promotions to attract customers to your company. In the next article of this series, I will discuss on the initial steps of developing a strategy for your eMarketing activities.
One fundamental mistake most self-proclaimed eMarketing experts are making is, to categorize eMarketing as a “techy business”.
A common myth among most Sri Lankans is the idea that marketing is synonymous with selling. Different professional bodies and institutions in the field of marketing have defined the concept in many different ways.
If your marketing activities achieve short-term profitability but lose valuable customers in the long-term as a result of making them dissatisfied with poor product quality or poor service; then you haven’t achieved success in your marketing efforts.
While it is understandable that profit can be achieved by measurable financial decision, the question arise how do someone create lasting customer relationships in the process.
In the process of value creation and delivery in the market place, a company is first taking a strategic approach to marketing and then operationalizes their strategies through tactical level marketing tools. My last two sentences in the above paragraph may become controversial among people who preach the words “emarketing Strategies”. Just as in any other form of media, there are “spoilers” who ruin the effectiveness of email marketing with their shortsighted activities on the cyberspace.
For example, a company in the travel industry can sponsor a “Travel Quiz” on a third party website, to collect prospects. Getting the permission of the receiver is very important for increasing the effectiveness of your email marketing. However, ‘opt in’ and ‘freedom to opt out’ are two most essential elements in getting the receivers permission. This can happen with a sign up process as described in the “Pet Advisor Newsletter”, or by asking the customer to tick “I like to receive emails from you” option, at the check out stage of an eCommerce transaction. This is a legal requirement in many countries there are separate laws to govern email and direct marketing.
Marketing keeps customer always in the forefront, and advocates not doing anything, which makes the customers unhappy.
The subject line of your email should be short, and contain specific keywords appealing to the customers. Make sure each and every email marketing message you send out carries a working reply path, which will be checked by a human being.
This is bit costly compared to the easier route of going through one of the email marketing agencies, but if you apply the damage you are making to your brand by associating your brand with such spammers; you are much more better off in spending that money. In fact, SEO is becoming a widely discussed topic in Sri Lanka, and many local businesses are using Search Engine Optimization with a great level of expertise, which is a good trend in Sri Lanka.
This time we will discuss in detail about ‘Pay Per Click Advertising’ or PPC as we commonly refer. For example, if you want your site to appear on top 5 organic results for the keyword “Cricket World Cup” you will have to compete with over 57,100,000 web pages, which requires an enormous SEO efforts. As it’s the most effective way for a search engine to make money, PPC is offered by almost every SE on Earth.


The matching options define how close the search string entered by a user should be to a keyword selected by an advertiser.
It’s easy to understand, and comes with a user friendly interface and a campaign structure.
During this first few days of FIFA world cup’s knock out stage, I am getting more than 2,000 visitors to this web page from around the world. As I mentioned earlier, the above example is from an experiment I did for getting “quick results” in SEO.
Since these top positions are the mostly clicked on in a search, it will incredibly increase traffic to your site. Search engines look through a directory of websites and find the website that seems to best match the search term used by the user. Factors such as keywords, the use of images and Flash animations, and the design of the site itself also play a role in a page’s ranking.
If you are interested in getting information on how to learn more about SEO, and specially to know some of the unpublished strategies used for optimizing your website, you can always drop me an email at amitha [ at ] amisampath [ dot ] com.
The objective of search engine marketing is to make sure a link to your website is placed in the first search engine result page (SERP) of major search engines, for queries (keywords) related to your business. The searches are done with the help of keywords: as a rule, people type a short phrase consisting of two to five keywords to find what they are looking for. The optimization is mostly oriented towards crawler-based engines, which are the most-popular on the Internet. Rather than taking that “difficult route”, companies advertise their links on PPC channels such as Google Adwords, Yahoo Search Marketing or Bing AdCenter. The idea behind this is “website is a techy thing, and someone with an IT background should handle it”.
Even the business community has done it wrong, when they first started setting up a website for their company.
Your company’s website must be owned and managed by the marketing division, or (if you don’t have a marketing division) by the people who are most close to your customers.
If it doesn’t integrate well with rest of your customer communications, or if it doesn’t contain the latest customer communications, then you will see your website is failing to communicate with the customers.
It is known that up to 20% of all Internet users have some form of disability and 10% of males are colorblind. By improving some of the basic usability issues, a website can cut the bounce rate (percentage of visitors who view only a one page of the website) dramatically. If this is not possible, you should at least consult someone with both the knowledge of marketing and website usability to evaluate the site and make suggestions for improvements. Therefore it is really important to have an appealing look & feel for your website, for being convincing enough for your visitors.
Remember in mind that using as many as colors is not going to make your website appealing to the customers more. If you are choosing a different color platter, make sure you have at least one main color to resemble your corporate identity.
There are number of “on site factors” that you have to keep in mind when designing your website. We further learned that the website of a business firm, should always be managed by the marketing department, and not by the IT department.
Now with the strategy is properly in place, from next issue onwards we will focus on the execution part of your eMarketing strategy. In the first article, we defined strategy as “knowing where you want to go and figuring out how to go there”.
Trying to communicate too many benefits to your customers will result in confusion in the customer’s mind.
Your message should be consistent with your broader integrated marketing communication messages. Based on this information, now you can select from different options of online channels (Facebook, Youtube, Google etc) and eMarketing options (SEO, PPC, Community, Viral Marketing etc) to target them. Now you need to get into a little tactical level and think of specific promotions you are going to do on Twitter, specific link building tactics you are going to adapt if pursuing on SEO etc. Properly laying down time plans and resource allocations will give you an idea on what difficulties to expect when implementing the plan.
When you set your eMarketing goals, you should set specific measurement criteria to check whether you are achieving the goals. I will argue the point that a company’s website is not the job of their technical staff, but rather the job of the marketing department. Your feedback and suggestions are warmly welcomed and I appreciate the encouragement you extended to me. We defined the concept of marketing, and went into describing the value creation process of marketing. When performing a job in eMarketing, you will have to be thorough on some of these eMarketing channels.
It is widely known that cost of acquiring a new customer is as high as five time the cost of retaining and existing customers. The levels of getting onboard with eMarketing can range from simply listing your business in an online directory (yellow pages or similar) to setting up a fully pledged eCommerce website to carry out complex business activities online. In some instances, visitors may even be encouraged to make a purchase, although there is no ecommerce payment processing system in place.
You simply need to provide secure ecommerce transaction abilities if you wish to take payments online.
The article will cover areas of identifying your business goals and selecting the best eMarketing tactics and channels to achieve them. The emerging trend of “tele-marketing firms” who try to hard sell their products to us with extensive infomercials on TV, and door to door sales people who identify them selves as “marketing executives” are some of the reasons for our people to believe in this myth.
I believe it should not be the objective of this series of articles to go into such detailed technical definitions of the subject. On the other hand, if your marketing activities create ultra satisfied customers who are willing to buy from you for many more years, but not making a sizable profit for your company; then again you are in a losing proposition. This distinction between strategic marketing and tactical marketing will become very important when we move on to define eMarketing in the future. If emarketing is only a tactical tool of executing a broader level marketing strategy, how can we see this many blog posts, ebooks, and sometimes, printed books been written on the topic “eMarketing Strategy”. Just having a technical understanding of ‘how to send a bulk email to 100,000 email addresses’ will not make you an eMail marketer, or give you the due qualification to start an email marketing agency. There are many strategies and tactics you can use when finding the right prospects to receive your email marketing. There are prospect-targeting specialists who are specialized in conducting such contests, to collect prospective customers to your mailing list. Anyone who does not respect ‘permission’ are in reality, spamming the receivers even though they will find hundred and one excuses to justify their rudeness. In whatever the way you are “opting in” the customer; they got to know that they are going to receive promotional emails from you in the future. If you don’t give a working opt out link in your emails, there’s a huge possibility that spam detectors will trigger and your mail will be marked as spam. However, if someone advocates you to send unsolicited emails, just because the law does not specifically prohibit you doing so; be wary about such advices. They use unethical tactics to collect emails (like forward chain emails promising free stuff) and their lists contain loads of unsolicited email addresses. But, if you have a budget to spend; you can easily buy spot for you in the ‘sponsored links’ section of the SERP quite easily. If the advertiser has chosen [cricket bats] as their keyword (square brackets mean exact match), their ad will be shown only if a user enters tennis ball into the search box.
Overture (originally called GoTo) was the first company to offer PPC advertising and was later acquired by Yahoo.
I will now consider practically implementing the tactics I used here, to achieve serious commercial objectives for my employer.SEO is an essential element in your online marketing strategy. Getting to the #1 position is most difficult, but if you get there, that will earn you huge amount of website traffic. I will direct you to more informative sources for you to learn SEO and use it for your practical purposes. 2,100,000,000,000); so the results are displayed in order of their relevancy and broken into many pages (most commonly 10 results per page). A vast majority of websites fail to deliver sound business results, simply because of this blatant blunder committed by most well established companies in this country. A friend of mine working for a well established web design company in Colombo told me, “90% of the time when we go for a client meeting, we are welcomed and hosted by the head of IT department and his team. Every decision regarding the user interface of the website needs to be made by the marketing division. When you run a new advertising campaign on TV, you should synchronize it with your website to reflect more relevant information about the new campaign. It should not look like a black & white document in Times New Roman font on an A4 sheet. For example, if you assign a particular lighter green for the buttons of your website; don’t use a blue color button in a deep linked page of your website. You must have a basic knowledge in Search Engine Optimization, or you should consult someone with the skill of SEO, before you make a final decision of your website’s design. You should have a clear picture in mind, how your visitors will navigate through to the objective of your website. When designing a website, you must focus on its usability, color theme, ease of navigation, the search engine friendliness, and the conversion funnel towards the business goal. In the next issue, I will cover the Search Engine Marketing in general, and later on I will take each of the Search Engine Marketing tools in details. When developing a strategy for your eMarketing efforts, first thing that you have to figure out is “where do you want your business to be?”. What is in this model are not originally invented by me; but rather are generic application in any kind of a planning process. Therefore, strategically selecting a package of benefits offered by your brand, as compared to the competitors is very important.
It should not position your brand, differently to your preferred brand positioning communicated through other marketing channels. Once you take enough time to lay down a sound plan in the “Design” stage, the execution becomes much easier.
For example, if you set an eMarketing goal of building brand awareness, you should measure the number of brand mentions in online forum discussions, number of sales leads received by an online ad you place.
See where you lose money, or on which channels you put lot of efforts without really gaining any valuable outcome.
Later when you go alone, you will start to realize that optimization is the most important area to focus. Then we discussed that eMarketing is essentially a tactical element in a broader strategic level marketing plan for a company or a small business.
You can either become a specialist in an identified channel (SEO specialist, Adwords guru) or become a jack of all trades. Therefore companies are now increasingly paying attention on retaining their online customers with customer relationship management (CRM) tools and online loyalty programs. This is fast and inexpensive to do and does not require a website or even an email address. Large corporations follow the same focus; their first sites are often no more than an abbreviated annual report. Most Sri Lankan business managers believes that having a website will do magic for their business, and stops at the point of creating a website. Therefore it is utmost important for one to know the basics of Marketing, before learning the “e” version of the same devil.
Interestingly enough, management guru Peter Drucker says, “The aim of marketing is to make selling unnecessary”.
Instead, I will tell you my most favorite definition of marketing which I gathered from Philip Kotler. Therefore, marketing is essentially a process of creating customer values and demanding a profit from the customer for delivering such value. Almost all the stuff that we are going to learn as eMarketing will fall mostly into the categorization of tactical marketing. Sending out the email is just a one component of email marketing, but before getting there, you have to consider a lot more things to make your email marketing efforts effectiveness. One commonly used tactic is to make your website visitors to sign-up for your mailing list. This is a highly effective thing to do, make your mailing list free of hard bouncing emails. Because, even though the law allows you to ‘spam’ people, in the long run that will kill your brand.
Yahoo ranks ad listings exclusively based on the bid amount; furthermore, if you get a top-3 listing with Yahoo, your ad will be prominently placed with MSN, Altavista, CNN, and other search and news portals.


I purposely picked the keyword “world cup knockout table” and created page targeted for people who will potentially search for this keyword when the knockout round of the world cup starts. Reason is, without having a good strategy for SEO, you cannot gain a proper visibility for your website on the internet. When someone search for “budget hotels in Colombo” on Google, if your website is not shown up in the first page of the SERP, you will lose a whole lot of potential customers. Most Web surfers rarely go further than the third page of results, unless they are considerably interested in a wide range of materials (e.g.
The directories, for the most part, require manual submission and use certain mechanisms (particularly, CAPTCHA images) to prevent pages from being submitted automatically. What happen if your website fails to satisfy the visitors coming in search for a solution from your company?
On the other hand, most web design firms in Sri Lanka, started as freelance businesses by someone with the technical knowledge of setting up a website, or as joint ventures of few such people.
The role of IT is only to decide, what back-end systems to be used when creating the website.
On the other extreme, it should not look like the exterior of an up market Casino in Las Vegas. If you cannot decide alone the perfect color platter for your website, get the help from a professional designer or someone who is knowledgeable about colors and design elements.
These basic factors that you have to pay attention includes (but not limit to) the factors such as..
This expected navigation path towards the ultimate goal, is known as the “conversion funnel” of your website.
Only if you know where your business to reach in a specified future point of time; you can decide on what eMarketing strategies and tactics to adapt for helping your business reach the target.
In this process, you may have to sacrifice some of the fancy features that you want to add to your product or service.
Some examples of eMarketing goals are creating brand awareness, generating sales leads, improving search engine process, generating ecommerce sales revenue etc.
Continuously keep fine-tuning the eMarketing campaigns based on the goals and actual outcomes. In the longer run, you will reach a point at which small incremental optimizations seize delivering attractive results.
If your strategic marketing objectives are not achieved at the end of the day after spending millions on digital technologies; you are merely engaged in technology management, but not eMarketing management. Even if you decide to focus your expertise in a selected area, you will still need to have an understanding on the other areas. By targeting these customers, the eMarketer first builds and awareness about product, and then creating a willingness among these customers to visit a website for more information on your deal.
Because; as soon as you remove “conversion” from the responsibility of eMarketers you will start to get truckloads of unqualified traffic to your website wasting all your marketing dollars. The directory simply lists your company name, specialization, physical address and contact details. None of this is remotely interesting to online consumers, whose primary interest lies in solving their own problems.
Usually, the site uses a simple web form that the visitor fills in and submits, its content going into a database or spreadsheet, or to an email. Web development companies abuse this thinking, and they charge huge bill just to create a static website which no one is benefited.
Trying to learn eMarketing without knowing the fundamentals of marketing is like trying to learn how to run, without even knowing how to stand on your own feet. This statement by Peter Drucker is a clear indication that Marketing is a much wider subject area than merely selling a product. He defines marketing in one sentence to say, “Marketing is managing profitable customer relationships”.
For example, think of the amount you are willing to pay more for a home visit doctor as compared to paying a visit to a doctor by yourself. In other words, eMarketing merely is a medium of executing the marketing strategies developed by a company at a much broader level. Someone visits your website, because they are interested in the content you publish on your website.
Sticking to do the right things always will help you achieve success in the long run, rather than hitting short cuts for quick success. This is psychology, as most of us are quickly responding to anything addressed to our first name, or anything that specifically delivered to ‘me’. It ranks ads not by the bid (the amount their owners are ready to pay for one click), but by the combination of the bid and the click-through ratio. Then I applied some general SEO tactics, and few of my own experiments to see what would be the outcome. For example, where these keywords are placed (domain name, metatags, title page, headers, links, body paragraphs, etc.
Above all, there is no one on this earth, who knows exactly the all criteria included in Google’s algorithm. After completing the submission procedure, your URL will be queued for review by an editor, who is, luckily, a human. This is why it is very important for to have the website right from the outset, in order to get better results from your online marketing activities. These web design firms largely lacked the “business sense” when designing the structure of the website.
If you look at the websites of some of the biggest companies in Sri Lanka, you will see the information on those sites have not been updated for last 5 years. The rest; including the content, color theme, layouts, interface elements, are totally business decisions and must be made with the customer in forefront. If you fail to give what they want; what you are doing is possibly turning back thousands of potential customers. You should strike a balance in between these two extremes, and pick an ideal color scheme for your website. When designing the website, you should make sure the content on your website does not disturb this expected conversion funnel, and at the same time you have to make sure your site contains enough resources and tools for the user to navigate easily through to the ultimate goal.
If a person who is not within your definition of a “customer” raises a problem, you can ignore that to save much of your resources and effort. If you run a website, it is very important to have an analytics tool (Eg: Google Analytics) to measure your results. This re-emphasize the point I made in my last article that, eMarketing essentially is a business concept; not a technology concept.
For example an eMarketer working for a tourist hotel in Colombo can place a PPC ad on Google for the keyword “hotels in Colombo” and get the attention of people who are actively searching for hotels. If the eMarketer is held responsible of conversion of the traffic, he or she will focus more on the quality of the traffic in order to improve the conversion rates. If someone is looking for a little black dress for the company cocktail party, do they really care about your share price or who your chairman is? To see how true my argument; simply browse some of the websites fro Sri Lankan blue-chip companies. The gap is usually very much greater than the cost of transportation to be incurred by either party (you or the doctor).
That is an indication of relevancy of what you sell (product, service or idea) to the person who is about to sign up for your email list.
This way, Google maximizes its revenue stream (since Revenue to Google = Bid x CTR x Views) and gives small advertisers an opportunity to effectively compete with big companies. One reason for this is that they commonly find what they look for on those first pages without the needing to dive in any deeper. Websites created by such firms for many clients in business sector, failed to deliver any tangible business results for the companies who used their services.
They simply followed the “trend” and put up a website, as yet another “IT department job”, and let it stagnating there forever.
Failing to have the supporting content and tools may result in the visitor abandoning your site at some point, before completing the goal. You can use Google blog alerts, news alerts etc to track your brand mentioning on internet. You may want to abandon the entire existing process, and start it all over from the design stage. After getting the attention, the customer will click on the ad and land on the official website of the hotel to read more information. On the other hand, having first hand experience in the link between traffic sourcing and sales converting will compliment each other well; creating synergistic value in the entire eMarketing efforts. Try to contact them through the emails listed under “contact us” section and you will hardly get a reply. Objective of marketing is to making it is unnecessary for the company to put extra efforts to sell their product.
This definition captures the two extremes that the marketers have to balance in performing their job for the brand or the product they are representing. You can directly promote your mailing list and give a voluntary sign up option on the website. A small advertiser cannot compete on the cost-per-click basis, but can successfully overcome any big company in terms of the click-through ratio. It then adds up all the weighted scores from that website and ranks the websites accordingly based on how well they fit the bill. This created a massive frustration among the business community in Sri Lanka, about the whole concept of having a website for their business. When they don’t see the expected “business results” from the website, they blame the internet as “a waste of time” and the web design people as “scammers”.
But when they don’t get enough sales from their eMarketing efforts, they abandon entire eMarketing plans, citing low ROI.
You can use some free SEO tools (Webmaster Central) to measure the effectiveness of your SEO efforts. This completes a successful “customer acquisition” or “sales lead generation” for the tourist hotel. To improve the effectiveness of their eMarketing efforts, the Sri Lankan companies need to quickly move up this ladder to at least generating leads and following up with them. Or else, you can give some ‘relevant bait’ like a free ebook, to encourage visitor to sign up for your mailing list.
It then displays the results, with the top-ranking sites getting the first page, and the other sites allocated to the dumps, where hardly anyone ventures.
I have talked to many such Sri Lankan businessmen, who still believe having a website for their business is a mere waste of money; as a result of such bad experiences with low quality web design firms. Once you get a clear definition of your target customer, and then know where they are usually hanging around in the internet.
In reality, if you define your eMarketing goal as building brand awareness, direct ROI is not the best measure of verifying whether you achieved your goal or not.
With these type of tools and methods, you should be able to measure your eMarketing performance on a continuous basis. You can now think of many more similar examples such as, meter taxis, home delivered Pizza, low fat food, etc.
When sending a search query to a hybrid engine, the sites already evaluated are usually not scanned for matches; the user has to explicitly select them. The objective of “measurement” is to justify the resources and effort you put into eMarketing.
Most eMarketing agencies and experts will help you performing this step only and charge you a huge bill.
In each of these cases, the marketer is addressing a problem faced by the customer, which is not covered by a competitor’s offer. With this signup option, we make sure that people who receive our emails are actually pet owners and animal lovers. Whether a site is added to an engine’s directory generally depends on a mixture of luck and content quality. But always keep in mind that the challenging part is to convert these leads into actual customers. The customer is willing to pay a price higher than the cost of producing it, because customer sees “value” in possessing the product as a solution for the problem they face. Therefore to put it in a simple form, we can say that marketing is essentially is a customer value creation process.



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