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Search Engine Optimization also known as SEO, and Article Marketingbegan developing rapidly after the introduction to the internet took place. Many people know what SEO is but are unfamiliar with the term article marketing and what is is about.

Article marketing is huge for online marketers and web developers. This is due to the fact that it’s extremely simple to get your work published on the internet. You do not have to be a professional writer like you do with getting your articles published in print media.

The process begins with simply writing an article. However, it is not quite that simple. There are still some basic rules and guidelines that should be adhered to so that it can be an intelligent article. Common guidelines include the use of certain keywords and a lack of grammatical miscues.

After writing an article, you need to publish it on the World Wide Web. There are many web sites which allow you to contribute articles whenever you wish, provided your articles are not plagiarized. Depending on the popularity of the category in which your article falls, and the quality of your article, you can earn a decent income.

Who does Article marketing? Almost every person involved in the field of Electronic Commerce makes use of the concept of Article Marketing, either directly or indirectly. Writers, Search Engine Optimizers, Web developers, business owners as well as search engines make use of Article Marketing.

Talking about Affiliate Marketing, it would be important to admit that the success of affiliates is largely dependent on the degree of Article Marketing involved. There are thousands of men and women who continue to surprise others with their rags-to-riches stories.

Over the years, various tricks and tactic have been used to maximize possible income. The use of affiliate marketing has really benefited both sides to promote the business. For example, if you want an article about internet marketing, a quick and easy search on a search engine would do the trick.

Search Engines allow you to find almost everything available on the Internet within seconds. However, for refining your search results, you should make use of relevant keywords. You can also watch free videos about Article Marketing or read articles on it at www.ezinearticles.com on the World Wide Web.

Search engine optimisation is the combination of different aspects, including the on page factors and off page factors. It covers the vast areas from rectifying META tags to the link building and the ROI (Return on Investment) analysis. Below we are summarising the most important key elements of SEO.

1. Competitive Analysis / Industry Analysis

It is very important to analyse the industry and your competitors. By industry analysis you will be able to define the link strategy and time frame for a particular website. Competitive analysis looks at the facts of your competitors, which keywords they are targeting and where the positioning is in SERP (search engine result pages). 2. Keyword Analysis

One of the initial key areas of consideration is the keywords and phrases required that people use online to search the web for client products and services. Keyword selection is a critical process in search engine optimisation campaigns because it works to direct only qualified prospects to websites. Keyword analysis and selection process is designed to identify and target all relevant keywords to guarantee that only the most qualified users will find the specific pages within the website that contains subject matter that is relevant to them.

* Analysis of highest hit search terms * Analysis of lowest hit search terms * Single keyword analysis * Search context analysis * Analysis of search term errors

3. Content Enhancement

After carrying out the keyword analysis, an seo will perform the content enhancement process for your search engine requirements. The content enhancement process involves the modification of the webpage content, which involves analysis of the keyword density and keyword frequency. Content enhancement involves the transition of website content. Content enhancement is not only the keywords in the content but to ensure that new content is placed in a manner that has a productive effect in search engines.

4. Optimisation / Code Enhancement

Code enhancement is considered to be one of the most crucial factors in determining where you rank on search engines. The process of code enhancement allows search engine spiders to understand the structure/pages of your website. Technologies such as, JavaScript, Flash and Framesets are not understandable by search engines. So, a search engine optimiser needs to make a website search engine friendly that spiders will be able to read the web pages properly. Also an appropriate title, Meta and heading tags make a difference in search engines and help to achieve the proper rankings in search engines. Connecting pages with anchor text is also an important technique of SEO.

5. Link Building

Link building is the most crucial part of any SEO campaign. The link building does have a substantial impact on your ability to achieve high rankings for keywords chosen. So a search engine optimiser needs to submit a website and different directories and other related websites.

Once the website has been designed and is very search engine friendly, now it is time to build link strategy. It is a time consuming task, a seo can’t submit a website in different directories and websites at once. One should be very careful about link strategy.

First we need to submit the website in a few good websites having good PR and related to the industry. The benefits of this, is that the website will cache quickly by search engine, and also search engines will keep visiting the website periodically.

It is also important to get backward links from good sites relating to the clients industry. Good websites can be found with whom links can be exchanged, or can sell links to us. On the other hand, links can be exchanged with websites which have an average PR. Why? The answer to this is, Google and other search engines will consider this whole process very natural.

6. Ongoing Analytics

Once things are in running mode, backward links will need to be built on an ongoing basis and stats of the website to be monitored. Preparing reports to support ad spending through ROI analysis, identifies potential site navigation problems and uncovers opportunities to increase conversion and gain market share.

The issue of internet advertising effectiveness is part of the broader question about the effectiveness of advertising in general. As a result, internet advertising effectiveness should be examined in a similar fashion as traditional advertising.

However, internet advertising is different from traditional advertising in that the internet has capacities to extend the function of advertising far beyond what traditional media are able to accomplish. Consumers can click on a banner ad for an e-book, check the table of contents or review others’ comments, place an order, and download the e-book to their computers, all through the internet. None of traditional advertising media could offer such a combined channel capacity of communication, transaction and distribution.

The expanded function of internet advertising comes from its horizontal integration of three key marketing channel capacities (communication, transaction and distribution) and vertical integration of marketing communications, including advertising, public relations, sales promotion and direct marketing. In order to better understand the effectiveness of internet advertising, therefore, we must examine unique characteristics of the internet advertising formats and develop new criteria by which the effectiveness of internet advertising can be assessed.

The internet provides the means for “interaction” between buyers and sellers to such a degree that some have suggested this is the defining characteristic of the internet. This interaction can be human-machine, machine-machine and human message; among others.

Interactive Communication refers to human-message interaction where the user relates to and, in some cases, modifies the message with which he/she is interacting. Clicking on banner ad represents a low level of interaction of this nature while choosing an ending among many for an online movie represents a higher level of interactive communication with a message.

Interactive Media on the other hand, refers to a carrier of messages which provides for the possibility of interaction with messages conveyed in that medium. So, the internet including the Web is an interactive medium which provides for the possibility of interactive communication with messages. However, the internet is of many interactive media. Mobile phones and interactive kiosk are also interactive media.

However, the convergence which is rapidly taking place between notebook computers, personal digital assistants, mobile phones, and cable television make such distinctions less clear. While it may be the case that any discussion of advertising effectiveness in general will apply to the internet, it may also be the case that any departures from general understanding of advertising effectiveness issues may be due to the special characteristics of interactivity associated with the internet. In particular, there has been a special interest in delineating advertiser-controlled versus consumer-controlled aspects of the internet stemming from interaction issues.

There have been many claims that the Internet represents a new nearly frictionless market. The characteristics of the Internet as a channel for two categories of homogeneous products books and CDs. Additionally the Internet e-tailers’ price adjustments over time are up to 100 times smaller than conventional e-tailers’ price adjustments - presumably reflecting lower menu costs in Internet channels. The levels of price dispersion depend importantly on the measures employed. When compare the prices posted by different Internet e-tailers it is find substantial dispersion.

Internet e-tailer prices differ by an average of 33% for books and 25% for CDs. However, when weight these prices by proxies for market share, it is found dispersion is lower in Internet channels than in conventional channels, reflecting the dominance of certain heavily branded e-tailers. It concludes that while there is lower friction in many dimensions of Internet competition, branding, awareness, and trust remain important sources of heterogeneity among Internet e-tailers.

The conventional wisdom regarding Internet competition, expressed in the preceding quotes, is that the unique characteristics of the Internet will bring about a nearly perfect market. In the extreme version of Internet efficiency view, the characteristics of the Internet will lead to a market where e-tailer location is irrelevant, consumers are fully informed of prices and product offerings, and all e-tailers make zero economic profit. At the same time, there is evidence that the Internet may not be completely efficient.

If the Internet makes location irrelevant, why are Internet e-tailers making million-dollar deals for the right to showcase their products on major Internet portals and content sites.2 While there may be answers to these questions consistent with the efficiency hypothesis, the degree of efficiency on the Internet deserves empirical verification. Ultimately, the effects of the Internet on commerce are likely to be varied and occasionally unpredictable. Even the best theorizing will need to be based on empirical observations.

Accordingly, actual prices charged by Internet and conventional e-tailers of books and compact discs. There is different effect of electronic commerce on differentiated goods markets. Online grocery sales tell that price sensitivity can sometimes be lower online than in conventional channels. The prior positive experience with a brand in the physical world can decrease price sensitivity online.

The sale of wine through electronic channels to show that the amount of product information provided to customers can affect price competition and increase customer loyalty. The prices for used cars sold via electronic auction markets tend to be higher than prices for used cars sold via conventional auction markets. The prices for airline tickets offered by online travel agents vary by as much as 20%. The prices for homogeneous physical goods matched across conventional and Internet channels. The homogeneous goods are most likely to experience strong price competition given the characteristics of Internet channels.

Traditionally the marketing mix is co-ordinated so efficient product, price, promotion and place strategies are developed for products purchased over the counter. The internet is changing the way we sell our products and services. That’s a fact. Consumers now use the internet to research and purchase products/services online. Organization now needs online strategies to attract and retain customers. The e-marketing mix considers the elements of presenting the marketing mix online.

Online, this immediate tangibility disappears. But, is that a disadvantage? E-commerce sales are increasing at extremely high rates. Why? What does buying products online offer over one to one sales? Firstly there are clear online facts about the product you are purchasing. The buyer knows immediately about product features, the facts, not sales persons assumptions. Electrical store offers clear information on products and their specification, consumers know what they get if not there is a customer service number where they can find out more. The buying process is also customized for returning visitors, making repeat purchases easier. Organizations can also offer immediately ancillary products along with the main purchase. As mentioned in marketing mix section, pricing is always difficult to do and must take into account many considerations.

Traditionally pricing was about finding about your costs, discovering how much consumers are willing to pay, taking account competition pricing then setting your price. The internet has made pricing very competitive. Many costs i.e. store costs, staff cost have disappeared for complete online stores, placing price pressures on traditional retailers. The internet gives consumers the power to shop around for the best deal at a click of a button. Such easy access to information helps to maintain prices within the online world.

E-pricing can also easily reward loyal customers. Technology allows repeat visitors to be tracked, easily allowing loyalty incentives to be targeted towards them. Payment is also easy online credit cards use allows for easy payments. One of the biggest changes to the marketing mix is online purchasing. Consumers can purchase direct from manufacturers cutting out retailers totally. The challenge for online retailers is to insure that the product is delivered to the consumer within a reasonable time. Location is important within our place strategy.

Online location can refer to where links are placed on other websites. Promoting products and service online is concerned with a number of issues. Having a recognizable domain name is first stage towards e-promotion. Most organizations today have some form of webpage used in most if not all advertisements. Placing banner advertisements on other web pages is a common form of e-promotion. Banner ads must be placed where potential customers browse. Web public relations are another approach to promoting online. News worthy stories based on product or service launches can be placed on the company’s webpage, or WPR articles sent to review sites for consumers to read. Hopefully this form of online promotion will pull the consumer in. Direct email is a popular and common form of e-promotions, although slowly becoming the most hated my many consumers. Organizations can send e-leaflets to hundreds and thousands of respondents, hoping a small percentage will reply.

To summaries e-promotion includes: Banner promotion, Web public relations (WPR), E-leaflets and having a domain name. The e-marketing mix must work together and support each other if the company is to have a successful online marketing strategy.

The advent of the Internet and its other components has enhanced the marketing opportunities also set the new targets for the marketers. This may be changing the definition, meaning, understanding and practice of PR because cyberspace is not physical, geometric or geographic. Time and space no longer limit the amount of information and audience size.

PR audience is becoming more diverse in an increasingly integrated global economy, with the attendant cultural barriers. Among others, Internet is enhancing interactivity, PR feedback and evaluation, and virtual story telling. It is extending PR outreach programs, though in a more depersonalized and transitory environment. The new medium is providing enhanced information delivery systems, not available just few years ago.

A new societal communication culture has emerged because the new information technology is providing all with the easy access to vehicles of mass communication, which historically belonged to just few institutions. This contemporary social reality discourages PR practitioners to adopt the one-way communication model. Modern information technology is creating a new corporate communication landscape. It is affecting communication channels, corporate audience identification, mode and methods of communication, message content and form, communication feedback and corporate personae. It is impacting shared meaning of message, information packaging, strategic information management and corporate identity.

There is also the need to carefully investigate how corporations can now manage public issues, advocacy role and reaction to emerging and sustained crises. There is an emerging power sharing. Publics now have ready access to the mass media to tell their story from their own perspective and complain vehemently if necessary. The meaning and definition of literacy in the New Information Age may have to be carefully reviewed.

Audience literacy has always been very important in segmenting and understanding a public. Traditionally, description of marketing opportunities in the consumer market is that products were sold face to face and physically in the point of market. But now the marketing opportunities are different in the digital world. There are now much more marketing opportunities in the digital world for the organizations. The organizations have the opportunity to reach through internet to the every person at a very low cost.

Any communication, regardless of the medium, initiated for the purpose of advertising availability or quality of any property, goods, or services, but such term does not include a communication (A) to any person with that person’s prior express invitation or permission, (B) to any person with whom the party has an established business relationship.

The benchmark is a standard or point of reference and in terms of measuring marketing performance, benchmarks are crucial. Benchmarking is the better marketing measurement campaign that aims to use measurement to prove the link between marketing and profit. In the case of education, measurement techniques can be used to prove the link between marketing and student recruitment, external income generation, or whatever the marketing activity has set out to achieve.

However, the task of measuring marketing performance is not an easy one marketing activities take place at a number of different levels, operational, tactical and strategic. In the case of the latter the effects are longer term and less easy to monitor. Proving the link between marketing and profit is not the only reason for measuring marketing performance. If you do not know how effective different activities or initiatives have been then it is not possible to make improvements and ultimately increase value for money with regard to marketing expenditure and deployment of resources.

The task for marketers is to consider how can we measure the effectiveness of what we are doing? The starting point of any measurement has to be establishing a benchmark. From my experience of working within education marketing, increasing numbers of marketers are investigating marketing performance at a tactical level by measuring the effectiveness of specific and discrete campaigns using response mechanisms built into the promotion or admissions procedures. It is important to establish the baseline at the start what would have been achieved without the activity? In the case of introducing new techniques for an annual campaign, the benchmark will be the level of enquiries and/or numbers of students enrolled in the previous year(s).

However, in evaluating effectiveness, other aspects which may impact upon changes in response must also be noted and taken into account. Other marketers are starting to look more broadly at the range of activities that impact on success in terms of student recruitment. A strategic approach to portfolio management, enquiry management systems, improved relationship marketing and better targeting of marketing activities can result in reductions in the numbers of course failures, increasing share of applications, improved conversion, reduced spend in Clearing, achievement of target numbers and reductions in drop-outs.

The difficulty comes in proving the links. Crucial to this is the auditing of current activities and performance levels. The institution needs to be clear on how it is currently performing, and this needs to be built up from school/department level as activities and performance will probably differ. This will determine the current position from which to evaluate future performance.

Any communication, regardless of the medium, initiated for the purpose of advertising availability or quality of any property, goods, or services, but such term does not include a communication (A) to any person with that person’s prior express invitation or permission, (B) to any person with whom the party has an established business relationship.

The benchmark is a standard or point of reference and in terms of measuring marketing performance, benchmarks are crucial. Benchmarking is the better marketing measurement campaign that aims to use measurement to prove the link between marketing and profit. In the case of education, measurement techniques can be used to prove the link between marketing and student recruitment, external income generation, or whatever the marketing activity has set out to achieve.

However, the task of measuring marketing performance is not an easy one marketing activities take place at a number of different levels, operational, tactical and strategic. In the case of the latter the effects are longer term and less easy to monitor. Proving the link between marketing and profit is not the only reason for measuring marketing performance. If you do not know how effective different activities or initiatives have been then it is not possible to make improvements and ultimately increase value for money with regard to marketing expenditure and deployment of resources.

The task for marketers is to consider how can we measure the effectiveness of what we are doing? The starting point of any measurement has to be establishing a benchmark. From my experience of working within education marketing, increasing numbers of marketers are investigating marketing performance at a tactical level by measuring the effectiveness of specific and discrete campaigns using response mechanisms built into the promotion or admissions procedures. It is important to establish the baseline at the start what would have been achieved without the activity? In the case of introducing new techniques for an annual campaign, the benchmark will be the level of enquiries and/or numbers of students enrolled in the previous year(s).

However, in evaluating effectiveness, other aspects which may impact upon changes in response must also be noted and taken into account. Other marketers are starting to look more broadly at the range of activities that impact on success in terms of student recruitment. A strategic approach to portfolio management, enquiry management systems, improved relationship marketing and better targeting of marketing activities can result in reductions in the numbers of course failures, increasing share of applications, improved conversion, reduced spend in Clearing, achievement of target numbers and reductions in drop-outs.

The difficulty comes in proving the links. Crucial to this is the auditing of current activities and performance levels. The institution needs to be clear on how it is currently performing, and this needs to be built up from school/department level as activities and performance will probably differ. This will determine the current position from which to evaluate future performance.

Instantaneous marketing is the value added service that is done by the many companies. Instantaneous marketing is good utilized tool by the organizations. The Instantaneous marketing is bout the online support system in which all the time people can communicate with the representative for some problem. At first glance, the business case for real-time marketing is a winner for most firms. By using customer data and analytics applications, companies can tailor their best offers to specific customer segments that actually want to receive them.

The reality, though, is that few companies have reached this ideal. It is not that the concept of real-time marketing is a failure. It is just that a number of business criteria must be in place for a real-time marketing initiative to work. Real-time marketing can add value to any company, But it only adds value in certain areas, and determining those areas can be a big challenge. There are some obvious cases in which real-time marketing clearly is not suitable. Manufacturing firms, for example, would have little interest in deploying such technology. Neither would large purchasing groups.

The most ideal situation is in which there are a high volume of contacts, most of which are impersonal. But beyond those basic parameters, there are other considerations that might give a business pause. Your sales, service and marketing operations are not well integrated. In most cases, the sales pitch will be made by a customer service. For this to work there has to be real integration between customer service and marketing and sales, for that matter. Obviously, when a customer calls in to complain about something, this is not the best time to pitch an offer. However, this is one of the premises of real-time marketing cross selling at the point of customer interaction.

Unfortunately, most interactions occur when the customer has a problem. It takes real skill to be able to turn that situation around to the point where a rep can make an offer to an irate customer. Your customer data is not ready. True, this could apply to almost any firm. Managing data is notoriously difficult, with bits and pieces residing here and there throughout the IT structure and enterprise functions. When marketing to customers in real-time, though, using data that is not completely relevant is a prescription for failure. The best tactic is to proceed carefully. Companies need to be very careful about using real-time marketing unless they specifically have asked permission.

1) Purpose Of The Call

Before you even make the call, identify the purpose and end goal of your call. What action do you want your prospects to take after the call? If you don’t have a goal, you won’t get the result that you want in the end.

2) Don’t Give It All Away Too Fast

When your prospect says, “Send me some information,” that does not translate into them reading that information. Do not oblige them and send information just as a means to get off of the phone. Find out if they really want the information, or if they are just trying to get rid of you.

3) Bad Phone Manners

Good phone etiquette seems simple enough to achieve. However, when you are in a stressful situation, you might not even realize what you are doing. Do not chew gum, snack, or attempt to multi-task while you are making a call. Your prospect will be distracted by your poor manners and they may get the wrong impression of you.

4) Not Listening To Your Prospect

If you want to get a good idea about what your prospect thinks, you need to listen up. Make sure to ask questions, rather than monopolize the whole conversation. If you don’t listen, you won’t have success.

5) Avoid Making Your Fears Theirs

Just because your client is busy at the moment does not mean that they do not ever want to talk to you. Do not read negativity into somewhere that it is not. Just because you are afraid that they don’t want to talk to you, doesn’t mean that they don’t.

6) Not Asking Questions

To find out what you need to know about your prospects, it is critical that you ask enough questions so that you can qualify them. Everyone loves to talk about their own life experiences, their family, and other things that interest them. By asking the right questions, you will build rapport and show interest in what is important to them.

7) Be Prepared

You would never dream of speaking to a room full of people without having prepared ahead of time. The phone is no different. You really need to take some time and go over what you have to say. Ask a friend or family member to do some role playing with you. There’s nothing worse than fumbling over your words when you are talking to a prospect.
Ask For It

You want to compel your prospect to action. It’s not good enough to tell them, you want them to do their due diligence and look into what you’re telling them. If you ask them to do something for you, then you have an opportunity to follow up with them and make sure that they did what you requested of them.