Innovation and Value at Amazon.

com Manufacturer (Direct) Model: Reaching Buyers Directly Direct selling (Dell) Syndicate or licensing of content (New York Times) Software-based services (Salesforce)

Building and Developing an Online Brand Ensure the best possible product and customer experience. Learn about your target audience Set branding objectives Establish your message Develop the necessary creative elements to convey the desired message and personality. Balance online and offline media mix. Ensure that the brand website provides a satisfactory and engaging customer experience. Integrate social media based on target audience, brand objectives, and corporate readiness and expertise. Create relevant and distribute it across the web. Engage with customer and prospects Monitor online conversation and use of your brand to protect its integrity. Continue to grow and evolve the brand.

Affilate Model: Offering Incentives to Partner Sites Banner exchange trades banner placement among a network of affilated sites. Pay-per-click sites pay affilates for a user clickthrough. Revenue sharing (Amazon.com) offers a percentageof-sale commision based on a user click-through in which the user subsequently purchases a product.

Community Model: Connecting Individual and Groups Open source Open content Crowdsourcing Fund-raising Social networking servies

What about a Brand Community? 72 percent said they thought more positively about the brand as a result of joining the community. 71 percent said they were more likely to buy the brand. 66 percent said they felt more loyal to the brand as a result of being a community member. 63 percent said they would recommend joining a community to their friends.

Subcription Model: Delivering Services and Content fdor a Set Fee Content services Person-to-person Trust services Membership organization Application services providers

Video Marketing The Reach of Video Consumer Use of Video Business Response Slideshows Product demonstrations How-to and tutorials Case studies and testimonials Social video (branded videos designed to promote viewer sharing) Vignettes or series Scribing (animated storytelling using cartoon-like graphics, also called RSA animation and whiteboard animation.) Branching videos (essentially links embedded in videos that open new videos upon mouseover.

Utility Model: Delivering Services or Content Pay as You Go Metered Usage Metered subcriptions

The Future of Business Models Chapter 4: Online Branding and Video Marketing Marketing Effectiveness in the Age of New Media Management pressure for return on Investment Increasing knowledge about the power of the integrated marketing communication mix Understanding the power of the Intenet as a brading medium Understanding the power of other tools, inlcuding video, online advertising, email, and search as part of integrated marketing campaigns. Increasing interest in social media marketing

Consumer Media Habits in the Internet Age DVDs that offer large amounts of storage for entertainment and gaming applications. Digital Video recording that allows viewers to watch programming at the time of their choice. Pay-per-view and Video On demand television content. Video streaming that replaces physical rental of movies. A proliferation of sites offereing online video games.

Video Marketing Strategy Publishing Awareness stage Consideration stage Close stage

Developing Customer-Relevant Content and Stories Decide which types of content you are goin to use to deploy your video. Establish your marketing objectives. Identify your target audience and learn all you can about their use of your product category and their video consumption habits.

The Effectivesness of Online Advertising and Promotion Building Internet Brands Brand Equity and Brand Image Creating a String Brand on the Internet

Make the content relevant to your audience engaing, unexpected, demorable, entartaining, or informativedepending on the nature of your product and your message.

Conduct test of your ads on a continuous basis. New Rising Stars Ad Units Billboard, developed by Google/YouTube Filmstrip, developed by Microsoft Portrait, developed by AOL Pushdown, developed by Pictela Sidekick, developed by Unicast Slider, developed by Genex, built by MediaMind and Unicast

Optimizing for Search and Sharing Search Sharing Promote Analyze

Video Marketing for Small Business Show your product in action Give instructions and advice. Let your customer become fans by reviewing and sharing yours or even producting their own Post your videos on your websites as well as on your video-sharing platform of choice. Study the analytics provided by the platform.

Online Ad Serving and Targeting Target Online Ads Behavioral Targeting Targeting Indentifies Users Targeting Unidentified Users Values targeting Cut-and-paste content sharing Retailer co-operative database Search re-targeting Owner targeting Targeting with Predictive Models

Video Marketing Best Practices Set social goals, not financial ones. Have a marketing plan. Have a social media presence, which gives you channels to distribute your video content. Incluide sharing options in your video posts and marketing campaign activities like emails. Encourage commentary and respond as needed. Measure results. Look at video as a relationship building tool more than as a direct sales generation tools. Monitor what people say about the campaign in other channels Have a formal debriefing at the end of the formal campaign to assess effectiveness and pinpoint things learned that will make future campaiigns better.

Targeting on Vertical Advertising Network Targeting on Vertical Advertisng Network Social Network Advertising Options Targeted Advetising on Blogs Facebook Advertising Advertising on Linkedln Miscellaneous Acquisition Techniques Event-Driven Marketing Generated Publicity Selecting relevant key words. Using the key word or phrase in the title of the release and in the various tags that identify the content to search engines. Tagging images for identification by the search engines. Using three anchor links: one to the home page, one to the product pag, and one to the mose relevant blog post.

Chapter 5: Display Advertising and Other Customer Acquisition Techiniques Online Advertising Display advertising Search advertising Social media advertising

Online Display Advertising Online Advertising Formats Rich Media Ads Do your research Keep it simple Tell a compelling story. Have an effective call to action. Make the file size small

Affilate Programs Portal Relationships Viral Marketing Chapter 6: Email Marketing to Build Consumer and Business Relationship Email Marketing

Have a strong, attention-getting headline Choose color that are appropriate for the sites

Scotts Turf Builder Email as a Communication Medium

Choose sites that are appropriate for your target audience

37 percent of users with a personal email account say they are getting more spam than a year ago 29 percent of users with a work email afccount say they are geeting more spam than a year ago 55 percent of email users say spam has made them less trusting of email 63 percent of email users say spam has made beingonline unpleasant or annoying, compared to 67 percent two years previous and 77 percent a year prior.

It requires that commercial email be identified as an advertisement and include the senders valid physical postal address

Chapter 7: Search Marketing: SEO and PPC The Growth Impact of Search On any given day, more than half the users who are online launch a search (59 percent). 92 percent of U.S. Interest users have used search engines. 29 percent use search engine daily. Although 96 percent of the yougest adult Internet users There are no significant differences by gender or race/ethnicity in terms of those who say they used search yesterday Those with higher incomes and who have attended college are, however, slightly more likely to use search engines to fine information online.

Dreamfields Pasta Levels of Permission Marketing Opt-out Opt-in Double opt-in Confirmed opt-in

Developing an Email Campaign Gather customer data Derive customer insight Suggest proactive action Evaluate response Building or obtain an email list Profile or segment the list Establish a communication schedule Identify the target segment and communications objectives White compelling copy Structure your email to be received and opened Create links to further information Make it easy for readers to take action Test and revise the email Measure result Integrate learning into the next email program

The World of Search

Email Design Sending Emails Tracking Emails The Golden Rs of Email Marketing and Targeting, Personalization, and Customization Targeting refers to directing marketing communication to individuals Personalization involes the creation of specialized content for a prospect with a known profile by choosing from an array of existing content modules Customization is the creation of new content, services, or even product based on the needs and wants of an individual customer

Requirements of the U.S. CAN-SPAM Act It bans false or misleading header information. It prohibits deceptive subject lines It requires that your email give recipents an opt-out method. Any opt-out mechanism you offer must be able to process opt out request.