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V 3.3. - 2011

Facebook Fan Pages

What Makes Them Work? Article on Page 10

How to Create a “Sticky” Site

Article on Page 44

Event coverage on page 18


FEATURED INSIDE

News Bytes, Tips and Tricks Featured Throughout… More B2B Marketing Basics!

PAGE 8

The term “B2B” is used to describe business that is conducted between two businesses rather than “B2C”, which is used to describe business that is conducted between a Business (B) and the Consumer (C). For example, a transaction that happens between a manufacturing company and a wholesaler would be a B2B business transaction. A transaction that happens between an online retailer and a customer would be a B2C transaction

Facebook Fan Pages – and Why They Work

PAGE 10

A lot of major brands have taken advantage of the almost contagious success of Facebook’s Fan Pages. Brands such as Disney, Coca-Cola and Starbucks have garnered millions of fans who have become more interactive with their products, promotions and other incentives than they ever would have otherwise. Seeing this success, many other smaller and more local brands have started working on building up the popularity of their own Fan Pages as a way of increasing their business and improving relationships with their customers…

Global Ad Trends

PAGE 14

As more and more people get into the top social networks online, advertising responds by taking up an increasing share of the market within these types of sites. Facebook stands out among the large social networking sites, which also includes Twitter, MySpace and the business-focused LinkedIn, as the leader of the pack

Experimenting with Social Network Games

PAGE 16

Games are an excellent way for online users to interact and spend more time at social networking websites where they are exposed to ads, promotions and other marketing features from the companies who support these popular websites. Some of the most addictive game apps, such as Zynga’s Farmville and Mafia Wars, exploded into a global phenomenon of popularity and worldwide interest in 2010 – and marketers definitely took notice

AVN INTERNEXT JANUARY

PAGE 18

Captured for eternity by MikeB, this annual uniquely ‘Vegas pilgrimage was a productive event for many – plan your ROI and you’ll be impressed

Half of Internet User Have Paid for Content Online

PAGE 40

New data released by the information gurus at Pew Internet reveal that 65% of users on today’s Internet claim to have paid to download or gain access to content online. The most common types of content that these users purchased include software downloads, applications (apps) and digital music, however figures are rising in other content areas such as online games, access to news or informational articles

How to Create a “Sticky” Site

PAGE 44

The Internet has changed so much in the last decade. Technological advancements and trends aside, just the sheer volume of businesses that are now online makes it more imperative than ever for today’s Web developer to stay on top of the market and keep their finger on the pulse of what the people truly want from their online experience. With so many competitors out there all working to increase and/or maintain their sales conversions, each and every website owner needs to make sure that they in-tune with what their target audience wants and needs in order to stay competitive


Publisher Michael Bartholomey Howling Dog MikeB Director of Online Development Kath Blackwell Creative Director The Midnite Artist Events Marketing & Photography MikeB NickB JFK - FUBAR Contact Us! AdultWebLife..com is produced monthly by HowlingDogsEnterprise, Inc. Letters: We want to hear from you! Letters must include your name and address. We reserve the right to edit all submissions. Snail Mail: Write us at: Howling Dogs Enterprise 551 NE 28th Court Pompano Beach, Florida 33064 Phone – 954-326-1483 Email: feelgood@adultweblife.com Send all news releases, article submissions, article topic proposals, business development opportunities, cooperations, partnerships and trades, B2B and B2C marketing inquiries, and all other feedback, suggestions and ideas to: feelgood@adultweblife.com

Writing for AdultWebLife.com Submit all inquiries in confidence to: feelgood@adultweblife.com Online Inquiries Submit all correspondence to: webmaster@adultweblife.com Subscriptions: Write: webmaster@adultweblife.com Exclusive AdultWebLife Sponsorships Limited sponsorship positions are available in print and at events. Contact MikeB at: michael@howlingdogsenterprise.com or 954-326-1483 for available positions and opportunities. Online positions and marketing support contracts are limited. To sponsor AdultWebLife.com Online, write: webmaster@adultweblife.com. Positions are limited.

Sponsors are solely responsible for contents of advertising, including photos/images, artwork and all creative submitted for publication and shall indemnify and hold publisher harmless from any legal actions as a result of photos, artwork or statements printed in their advertisement due to issues of copyright, trademark, lack of proper release or age verification, identity or libel. This publication contains many forward-looking words, including but not limited to “plans,” “may,” “will,” “expects,” “anticipates,” “projects,” “estimates,” “believes,” “intends,” “should,” “seeks,” and similar expressions. Forward-looking statements certainly involve known and unknown risks and uncertainties that may cause actual future results to differ materially from those projected or contemplated today in the forward-looking statements. Forward-looking statements may be significantly impacted by known and unknown risks and unforeseen events, and every recommendation and all data must be analyzed for relevance and applicability to your particular business model, marketing or financial plan. Manage your risk. As we all do here in Florida from June to November, plan for the worst, and work for the best outcome, using all the information from multiple sources you are able to gather.


Publisher’s Welcome

I

’m having a lot of fun, and am really

I vow to get more into “social media” this year.

optimistic this is going to be a great year

I’m not going to be “tweeting” my every move to

and a turning point for many people –

Twitter so don’t worry, but I believe social media

including me! I just attended the Barcelona Summit where I saw more webmaster affiliates assembled in one

has become a major marketing tool for many companies and I’m going to figure it out now too. Lot’s of changes coming for me this year.

place than I have in about five years! This EU

For many years my friend Kath and I have

show is really doing the job – Andreas is really

discussed the importance of following Web

bringing an entire spectrum of people together

Trends with the objective of retaining satisfied

– and bottom line, business is getting done – and that is why we attend. In this issue, we talk about B2B basics, because you can never hear the basics often enough. We talk about advertising trends and the effects of social networking. The social games phenomenon is still roaring along like a tidal wave dragging reluctant late entrants into the fray in spite of themselves – these games work! Facebook is proving the ultimate challenge for adult marketers, but Facebook fan pages work, and we talk about them some more in this issue. Working in mainstream and adult has both similarities and differences – experiment with marketing and sales in both industries. Google’s coming out with things so fast I can’t keep up. We talk about new things to play with and learn about online, but also about the growing paranoia regarding the Google expansion and reach – keep up on the developments and let us know what you think. We’ve written for years about sticky sites – how do you do it, how do you keep your site sticky? Why is it important? Follow these ideas and you just might increase your chances for success…

members – virtually every program starts the member’s first month in the red, so read this article and see if you get some new ideas. Now I have to tell you - it is not the time to be reducing media spends. Build your 2011 Brand. Explain and differentiate what you offer; because print still works! Prove you are a savvy marketer, tell your story across platforms – make AdultWebLife a cornerstone of your brand along with your spends in digital and social media, and we’ll help you build your brand better than ever while you enable us to educate, entertain and embolden those working at every level in online e-commerce. The AdultWebLife.com Team is committed to working for your success. Don’t get lost in the crowd, stand out in AdultWebLife.com. Enjoy the photos, the articles, the news, the tips and the tricks – and watch for your friends to appear every month. Come up and say hello at The Phoenix Forum. Let’s work together. Thank you for your support,

MikeB

michael@adultweblife.com


B2B Marketing Basics he term “B2B” is used to describe

T

Businesses quickly discovered, however, that

business that is conducted between

traditional B2C marketing did not work in the

2 business rather than “B2C”, which

same way when they were trying to market

is used to describe business that is conducted

within the B2B sector, hence today’s focus on

between a Business (B) and the Consumer (C). For

B2B business as a separate entity than B2C

example, a transaction that happens between a

business marketing. To put it in simple terms,

manufacturing company and a wholesaler would

B2B is a completely different animal than B2C:

be a B2B business transaction. A transaction

it has different needs, different requirements for

that happens between an online retailer and a

productivity and needs to be approached in a

customer would be a B2C transaction.

completely different way. You might have noticed

While most of us think of a business transaction as being primarily B2C, with consumers or customers being the primary objective, before the product even gets to the consumer in the B2C transaction, there has very likely already been at least three unique B2B transactions along the way. One example of this would be the sale of a laptop. The manufacturer will purchase parts to build the computer from several vendors,

bring in the B2B transactions the way that they work with attracting B2C customers.

Because

B2B is a relationship between one professional business and another, your best results will come from establishing personal contact and relationships with your B2B clients, making phone calls, taking meetings and working together toward a common interest.

will sometimes even contract another company

Because this direct marketing concept works

to assemble the laptop and, in some cases, will

so well in B2B, you can effectively launch new

hire out another B2B transaction to handle the

relationships through the use of direct mailings –

packaging and shipping of the product as well.

either e-mail or post mail – and expect to receive

All of this happens before the final transaction,

better results than you would using this method

which is the B2C sale.

in a B2C type situation. Having an understanding

The term “B2B” can also be used to describe business that is conducted virtually on the Internet

between

companies,

such

as

B2B

marketing or B2B communications through social media and other networking tools. B2B marketing encompasses many things, such as product or service marketing to other companies that can use, re-sell or market the products within their own businesses. B2B can represent a lot of things, including

government

business,

of how B2B marketing works, what approach will yield the best results and definitely some experience working with other businesses on a professional level will help you start your B2B campaign on the right foot. If you do not have this knowledge or experience, there are many professional marketing companies that can help you gain the insight you will need to successfully launch your B2B campaign.

commercial

Whatever type of business you work in today,

enterprise or even educational and other non-

B2B marketing is an essential part of your overall

traditional types of business transactions.

marketing and business plan. Getting the help

B2B might seem like a new concept, but it really began to pick up steam in the 1970s. Prior to that many companies would simply market and sell their products or services to consumers via traditional media advertising and sales networks. However, today there are many different ways that B2B marketing and business can be established within a wide variety of industries, both virtual and physical. Consumer marketing still occurs, however it is more specific and is generally aimed at attracting the attention of large demographics of people through the use of various retailers or media channels.

 ADULT WEB LIFE

that traditional advertising campaigns just won’t

that you need to educate yourself on the intricate ins and outs of this growing business sector could mean the difference between success and failure. Many of the top marketing agencies will also be able to help you to fine-tune your communications efforts, help you add fresh and fruitful contacts to your mailing lists and help you to achieve your goals. Make sure to choose a company that has the background, experience and reputation that will help take you and your brand to the top.


Facebook Fan Pages What Makes Them Work?

A

lot of major brands have taken advantage of the almost

In fact, as many as 17.6% of all the Fan Pages on Facebook today belong

contagious success of Facebook’s Fan Pages. Brands such as

to local businesses, with specific products making up approximately 3%

Disney, Coca-Cola and Starbucks have garnered millions of

and company pages coming in at around 6.3%. Other pages that focus

fans who have become more interactive with their products, promotions

on public or political figures, musicians and special interests make up

and other incentives than they ever would have otherwise. Seeing this

the rest.

success, many other smaller and more local brands have started working on building up the popularity of their own Fan Pages as a way of increasing their business and improving relationships with their customers.

Facebook Fan Pages, by Category, Nov 2010 (% of total)

In November 2010 it was noted that Starbucks had as many as 18.5 million fans on Facebook, which they use to communicate with customers about new products, specials, deals and unique promotions. These special opportunities are what keeps Starbucks customers and fans coming back to visit their Facebook page on a regular basis. CocaCola has nearly 20 million fans that they keep updated throughout the year with fresh content and promotions.

Local business

17.6% Interest

Fans seem to love the new-found venue for communicating and interacting with their favorite brands, with 77% of media users surveyed stating that they wanted to see more incentives offered by their

10% Musicians

favorite brands online, with another 28% stating that they wanted to be “entertained” or engaged through Facebook-based promotions. The success of these programs can be seen in an interactive Facebook game

6.5% Company

6.3% Public figures

5.9% Nonprofit

3.4% Products, other

3.0% Music

2.6% School

2.5% Websites

2.3% Source: Facebook as cited in Wedbush, “This Week in Social Media- December 15, 2010,” provided to eMarketer, Jan 7, 2010

10 ADULT WEB LIFE

that Oreo cookies launched on its page that increased their fan based from 8.5 million in August to over 15 million in November. Both local and nationally-based brands can make the most out of their Facebook marketing campaigns by engaging with fans, finding unique ways to hold their interest and exploring new avenues for keeping an interactive connection with them via this popular social networking tool.

10 Largest Brand Fan Pages on Facebook, Ranked by Number of Fans, Aug - Nov 2010 (millions) Aug Sep 2010 2010

YouTube 11.0 Coca-Cola 10.4 Starbucks Coffee Company 12.4 Oreo 8.5 Skittles 8.3 Disney 5.6 Red Bull 7.7 Converse 8.3 Victoria’s Secret 6.2 iTunes 5.3

13.0 11.6 13.5 9.6 9.3 6.4 8.5 9.3 6.9 5.8

Oct 2010

Nov 2010

18.0 15.3 16.2 12.3 11.6 8.6 10.3 11.6 8.5 7.2

23.5 19.8 18.5 15.2 14.0 14.0 13.3 14.0 10.1 9.0

Source: Facebook as cited in Wedbush, “This Week in Social Media-December 15, 2010,” provided to eMarketer, Jan y, 2010


Back to Basics:

REAL Tips for Increasing Your Conversion Ratio

I

t seems as if all anyone can talk about

where they can log-in, log-out, fill their shopping

these days is finding new ways to improve

cart, save items or even create a “wish” list of items

and increase their sales and conversion

they want to purchase in the future. Other ways

ratios, but what are they really doing to make

to allow customers to feel better about making

a change? Knowing what your customers want,

the purchase at your website is to offer a price

understanding what they need and being able to make all of that available to them to improve the shopping experience as a whole is a huge step toward improving your numbers. A recent study was conducted with PayPal customers in both the U.S. and in Canada that revealed the top five reasons consumers have said they walked away from a sale – a shopping cart full of products, or an online subscription application just partially completed.

Reason #1 – Shipping Charges and Fees Have you ever taken a tour of your website through the eyes of the customer? People are trying to get the best deal these days on everything from normal, everyday purchases to subscriptions, online memberships and even download-able content. Money is tight, so today’s consumer is very price-savvy. It doesn’t matter if your website offers the best products at the best-available prices, if the customer gets to the check-out and finds out that you have the highest shipping charges and processing fees, chances are the sale is lost. Over 35% of those surveyed said that the fees and charges were higher than they wanted to pay. They could have their credit card out and be ready to hit the “SUBMIT” button, but get scared away at the last moment due to the ridiculous fees or unreasonable terms and conditions that you have tacked on at the end. Tip: Check out your competitors’ websites to see what they are charging for shipping, processing, renewals and/or other fees – it is important to offer competitive rates at all levels of the process.

Reason #2 – Comparison Shopping Nearly 28% of those surveyed cited that the reason why they abandoned their shopping carts

guarantee – offer to match a posted competitor’s price or beat it by 5%, or go the extra mile and create an app that will post your competitors’ prices next to your item so they can see how much it would cost at Company A, Company B and how much they would save or get more by purchasing it through your website instead. Make sure to compare shipping, processing fees and any other costs as well – you might not beat your competitors in one area, but could trump them in another! Tip: Look for creative ways to reassure your customers that making a purchase through your website will not only be a smart buy, but that they will also be much more pleased with the services that you provide in the process – sell it!

Reason #3 – Short on Funds Well, it’s no secret that the economy is still in a funk, to say the least. A lot of people will sign onto a website, find the items they want to purchase and will go through the entire process only to realize that they are short a few bucks necessary to cover the total cost once the shipping and processing have been added in – in fact, 22% of those surveyed said they left a purchase for this very reason. By allowing your customers to create an account that retains their shopping cart information and behavior, you can contact your customers with incentives that just might make the difference between making the sale or losing them to a competitor. Send out follow-up emails to customers who didn’t make purchases, giving them a 2-day only discount such as free shipping, 10% off the product(s) or another financial discount that just might free them up to make the purchase. Once you sell your first item to a customer you are building a relationship with them. Give them a good deal and an all-around good experience and you could win them as a loyal customer for life.

way toward improving your sales.

Reason #4 – Offline Options Another 17% of those surveyed stated that they did their initial comparison shopping online, but that they liked to look at offline stores to see the product in-person or purchase it instantly without having to wait for shipping. Overcoming this objection can be tough because you are an online store and without an in-person, offline option - it can be hard to meet this demand. You can, however, get creative and offer a 100% money back guarantee on your purchases, post an area for customers to write their own personal reviews of your products or services and add other elements that will help boost customer confidence in what you are selling. As far as the “instant gratification” issue, make sure to offer next-day shipping as an option in addition to other, lower-cost options for those who “just can’t wait” to get the item in their hands. Tip: Look for other objections that customers might

have

about

your

products,

services

or delivery options by opening the lines of communication on your website – post e-mail, telephone, instant web-contact and an open forum to ensure that you make it available to everyone.

Reason #5 – Payment Options This is a big reason for many shoppers, so it was a little surprising to see it in the number five spot with just 17% of respondents saying payment options were important. You need to remember that when you build a website you aren’t just marketing to the people in your neighborhood – you are selling to the whole planet! Check out alternative payment options, find out what is popular in other countries and make sure that you offer enough options to cover all your customers’ needs. Direct debit, pay-bycheck and credit card payments are used most often, but be sure to stay in-touch with changes in technology, advances made in processing services and know what your customers want.

was to check out the competition to see if they

Tip: Make your website as interactive as

could get a better rate. You can help to get these

Tip: Whenever possible attend online or offline

possible, contact your customers with personal

industry webinars about payment processing

customers back in a couple of ways – one, by

e-mails or messages that are catered just to

to stay on top of this ever-changing part of

allowing your customers to create an account

them – enhancing the experience can go a long

Internet-based business!

12 ADULT WEB LIFE


Ad Trends: Global Revenues in Social Networking Advertising Increasing

A

s more and more people get into the top social networks online, advertising responds by taking up an increasing share of the market within these types of sites. Facebook stands out among the large social networking sites, which also includes Twitter, MySpace and the business-focused LinkedIn, as the leader of the pack.

US Social Network Ad Revenues, 2009-2012

(billions and % of total US online ad spending) 2009 2010 2011

Social network ad revenues Total US online ad spending Social network % of total

$1.43 $22.70 6.3%

$1.99 $25.80 7.7%

$3.08 $28.50 10.8%

2012

$3.93 $32.60 12.1%

Source: eMarketer, Jan 2011 Studies confirm that as much as 10.8% of all online advertising in the U.S. will be spent at social networks in 2011 and is expected to rise to a market share of at least 12.1% in 2012. Experts are saying that many of the country’s top marketing firms have integrated their advertising campaigns into the world of social media, upping their financial ante in the world of social marketing. Statistics website eMarketer.com released a new report titled “Worldwide Social Network Ad Spending: 2011 Outlook,” in which this trend was outlined with social network websites becoming a much more important part of the overall marketing plan within North America and throughout the world. Globally, the interest in social networks has also increased to the tune of 8.7% of the $69 billion that has been estimated to be spent for online advertising around the world in 2011. The percentage of social networking advertising is expected to rise to 10.2% in 2012, a market share of online advertising that is expected to increase to as much as $79 billion worldwide. Experts believe that these figures will be increasing even more outside the US in 2012, with more than half of the advertising dollars spent on social networking websites coming from outside markets. This is due in large part to Facebook’s announcement that it will be working to increase its global exposure and will be making efforts to monetize and develop markets in other countries. Social networks that are found specifically in Japan, China and Russia will also see advertising growth and increases in consumer usage as well. Having an understanding that mobile network access has become the most widely used method for getting online in these countries, particularly in China and Japan, will help advertisers to realize the increased importance of exploring mobile advertising venues. Mobile versions of social networks are expected to become increasingly popular in 2011-2012 and beyond, with more mobile-based advertising being used in these instances. The planet’s largest countries have stopped “holding back” and waiting to see if this social networking or mobile advertising thing will take off. Many are diving in head-first and are setting aside larger chunks of their marketing budgets to dedicated to social media and mobile advertising than ever before. In the next 2 years it is anticipated that we will see an increase in two particular types of advertisers – major brand marketing that will grow each and every year, and performancebased advertisers that will invest in social network advertising and will focus largely on search engine marketing techniques.

US Social Network Ad Revenues Worldwide, 2009-2012 (billions and % of total worldwide online ad spending) 2009 2010 2011

Social network ad revenues Total US online ad spending Social network % of total Source: eMarketer, Jan 2011

14 ADULT WEB LIFE

$2.36 $55.20 4.3%

$3.48 $61.80 5.6%

$5.97 $68.70 8.7%

2012

$8.09 $79.00 10.2%


Social Network Games: The New Marketing Experiment

G

ames are an excellent way for online users to interact and spend more time at social networking websites where they are exposed to ads, promotions and other marketing features from the companies who support these popular websites. Some of the most addictive game apps, such as Zynga’s Farmville and Mafia Wars, exploded into a global phenomenon of popularity and worldwide interest in 2010 – and marketers definitely took notice. In fact, revenues in social network gaming apps and pages is expected to go beyond $1 billion in 2011 – it’s kind of hard not to notice a figure as high as that and dismiss it as a trend of a fluke! Most of the money spend in these games will be as a direct result of virtual item purchases by the 61.9 million users who currently play these addictive social games. Trend-spotter eMarketer.com believes that this figure will continue to rise through 2012, increasing the number of players and the revenue within this market.

US Social Gamers, 2010-2012 (millions and % of internet users)

61.9

53.0

(27%)

2011

68.7

(29%)

2012

Note: social network users who play at least one game on a social network at least once per month Source: Inside Social Games; 2010-2011: eMarketer calculations, Jan 2011 Experts are saying that this new market is an incredible find, particularly when you consider that social network gaming really didn’t even get started until just a few years ago. The expected growth in 2011-2012 will be modest compared to the leaps and bounds growth that the industry experienced in the last 2 years, however increases will still occur, making room for new opportunities for new developers, publishers, advertisers and investors within the market. Zynga is definitely one of the top game publishers to watch, with Farmville being such a global phenomenon, enticing kids, parents, college students and seniors to play the game on a daily basis, and new titles, such as the recently launched CityVille, following in its footsteps, projections for the future seem to be very bright. However, eMarketer published study results that showed the top 15 Facebook application games decreased in popularity between September and December 2010. But with the launch of CityVille in January 2011, interest spiked in all games across all platforms again, jumping back to just 9.6% short of the popularity seen in social network gaming at the beginning of 2010.

16 ADULT WEB LIFE

(millions)

364.2 373.1

392.8

385.1

365.1 325.8

325.4 291.1

223.7 213.1 222.8

Dec Jan Feb

223.1 223.7

201.4 204.2

Apr May Jun

2009

234.7

337.3 257.9 299.2 290.7 281.6 263.5 207.5 200.2 188.9 177.5

Jul Aug Sep Oct Nov Dec Jan 2010

Top 15 games on Facebook

2011 Zynga games in the top 15

Note: March 2010 data unavailable Source: Inside Social Games; 2010-2011: eMarketer calculations, Jan 2011

(24%)

2010

Monthly Active Users Worldwide for the Top 15 Games on Facebook and Zynga Games in the Top 15, Dec 2009-Jan 2011

So what does this mean to marketers wanting to get into the social gaming trend? There are many opportunities to help brand your company and products via this popular advertising network, with social gaming being most popular on social networks such as Facebook, as well as top game portals like Pogo.com, as well as other heavily populated and trafficked websites. For one, you can work to integrate your brand into an actual social networking brand, the way that Coca-Cola was brought into Zynga’s popular Cafe World game for players to “serve” to their customers in the game – think “virtual product placement.” You can also display ads or sponsor particular features within the game itself – like billboards in the virtual world. Another popular method is to create a campaign that layers in all of these branding elements, giving users the opportunity to virtual use or see your products, buying traditional ad-space in the game’s sidebar or by adding advertisements within the game itself. An offer wall is another type of integrated advertising that is marketed directly to the players that has seen positive results. You could even develop your own in-house social game that you could release via Facebook or some other popular site that would give you total control over the branding and advertising opportunity without having to share the space with competitors. The best news is that this market is still growing and expanding. There are lots of popular games available to choose from for sponsorship, virtual product placement and advertising. You can advertise directly through the game producer itself or work with the social networks, such as Facebook’s Login brand marketing program. Your best bet is to choose a game that reflects the brand or product that you are promoting, or that speaks to the target audience that you are hoping to attract. As long as the brand and product complement the game or the venue that you are marketing with, you should be able to see some very positive results.


Including Winners of the Business Card Draw... If you see MikeB, just give him your business card and you can win a free AD!


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Who Does the Most on the Mobile Web?

T

he early days of the Internet saw the young to middle-aged male

With regard to the use of mobile devices as a means of using directions

as the top purchaser of Internet-based content and products

or maps for travel, men and women both used them equally, however

online. However women soon got into the game and used the

any other type of travel-related activities such as booking flights, price

Internet as a means of finding great deals on big brand name items,

comparison and travel research saw men leap ahead yet again. Men were

collecting coupons and purchasing hard-to-find products, all of which

also much more likely to check their bank account balances, buy and

helped to catapult them to the top of the spending charts.

sell stocks, check mutual funds or other types of financial activity than women.

Media/Entertainment Activities Initiated from Mobile Device, by Gender, Aug 2010 % of US mobile device users

spend money for Web-based content than women do. In fact, men were

Male

Female

Accesing social media (Facebook, Twitter, etc.)

70%

80%

76%

Accesing local information such as event times, weather, maps, establishment reviews, etc. Reading news (including entertainment, national, world news) Using your mobile phone as a music player (iTunes, MP3, etc.) Play games on your phone more than once per day Watch mobile video

73%

74%

73%

74%

64%

68%

65%

61%

63%

61%

60%

61%

60%

54%

56%

a large margin. Other areas monitored in this study revealed females

Regularly downloading music directly into your phone (i.e., through an app or browser) Getting sports feeds and scores, reading sports stories or managing fantasy leagues Reading or posting to blogs

48%

41%

44%

mobile Web in the last six months, as well as the spending habits of men

55%

33%

42%

41%

41%

41%

Reading or posting product reviews

39%

32%

34%

Subscribe to streaming music services (XM, Sirius, Pandora, etc.) I haven’t done any of these in the past 6 months

37%

32%

34%

4%

2%

3%

(n=487)

(n=713)

Total

The study also revealed that men don’t just use the mobile Web to view more content than women, but that they are also more willing to found to be much more likely than women to make purchases in every category of the mobile media and entertainment including news, video, games, sports and adult content. The study revealed that only 38% of men stated that they never paid for mobile Web content, as opposed to 53% of women. The world of mobile e-commerce is most definitely a male-dominated area with women holding their own in basic shopping areas such as jewelry, shoes, clothing, toys and items for children and babies, but in every other category, men out-purchased their female counterparts by as being 11% much more likely to have not made any purchases on the versus women, with 60% of men spending as much as $250 in the past year compared to women that spent less than half of that amount in the same period of time.

Types of Consumer Goods Purchased via Mobile Devices, by Gender, Aug 2010 % of US mobile device users Male

Female

50%

38%

43%

29%

31%

30%

Electronics

40%

20%

28%

Books, magazines and newspapers

30%

23%

26%

Grocery, health and beauty

20%

20%

20%

reading blogs or even playing games via the mobile Web than women.

Computers and office

28%

14%

20%

Men have cornered the market in all areas of mobile content beyond

Sports and outdoors

24%

11%

16%

Toys, babies and kids

15%

17%

16%

Home, garden and pets

14%

13%

13%

19%

8%

13%

Only 38% of men stated that they

Tools, auto and industrial I haven’t purchased any of these through my mobile device within the past 6 months

32%

43%

38%

never paid for mobile Web content…

Note: in the past 6 months Source: Adobe Systems Incorporated, “Adobe Mobile Experience Survey: What Users Want from Media, Finance, Travel & Shopping” conducted by Keynote Systems, Oct 13, 2010

Note: in the past 6 months Source: Adobe Systems Incorporated, “Adobe Mobile Experience Survey: What Users Want from Media, Finance, Travel & Shopping” conducted by Keynote Systems, Oct 13, 2010

But as far as the world of the mobile Internet goes, men are still leading the way. In fact, there is a 10% increased likelihood of men accessing social media websites, searching for local information, posting to blogs,

simple sports and news, and they are also ahead in video, music and entertainment, including adult-oriented entertainment.

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Movies, music, and games (excluding iTunes & mobile games) Clothing, shoes and jewelry

(n=487)

(n=713)

Total


Web Trends:

Over HALF of All Internet Users Have Paid for Online Content

N

ew data released by the information gurus at Pew Internet reveal that 65% of users on today’s Internet claim to have paid to download or gain access to content online. The most common types of content that these users purchased include software downloads,

applications (apps) and digital music, however figures are rising in other content areas such as online games, access to news or informational articles.

Number of online content types purchased by internet users 25% 21% 15% 11%

12% 7% 4% 1.5% 1.4%

1

2

3

4

5

6

7

8

9

0.5% 0.9% 0.6% 0.4% 10

11

12

13

Source: Pew Research Center’s Internet & American Life Project, October 28-November 1, 2010 Tracking Survey. N=755 adults and the margin of error is +/- 3.9 percentage points.

The survey was conducted from October to November 2010 with Pew asking respondents about various types of material that could be purchased or accessed online after making a payment. The idea that nearly two-thirds of all Internet users have purchased virtual or intangible products would have been thought unimaginable just a few years ago. In addition to surveying users about the type of content they had paid for online, Pew discovered that 33% of online users claim to have purchased digital music over the Internet and 33% claim to have paid for downloadable software over the Internet. 21% of users also stated that they paid for and downloaded apps for their mobile devices, with 15% paying for ringtones. Entertainment is a popular passtime, with 19% claiming to have purchased access to online games, 18% claiming

40 ADULT WEB LIFE


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to have paid access to view articles or reports via online journals, magazines and newspapers, 12% stating that they paid to view digital photos online and 16% paying for access to view TV programs, movies and other videos.

Number of types of payment methods 25%

25% 25% 1

2

3

Source: Pew Research Center’s Internet & American Life Project, October 28-November 1, 2010 Tracking Survey. N=755 adults and the margin of error is +/- 3.9 percentage points.

A lot of people used to think that it would be impossible to have a high percentage of online users paying for premium content via membership sites, yet 11% of respondents stated that they paid for member-only content via a website, 10% claim to have purchased e-books, 7% paid to listen to podcasts and 2% admit to paying to view adultoriented content. Computer games and socialization are also popular things to pay for, with 5% claiming to have paid to join online dating and social membership networks, 5% paying to get materials or tools to use in an online video game and another 5% paying for cheat codes to use in video games, either online or via consoles. In addition to the 15 categories of content that Pew spoke with respondents about, 6% claimed that they also paid for other types of content not specifically listed in our survey. Nearly half of those who admitted to purchasing content online stated that they only made 1 or 2 types of content purchases, however as many as 16% stated that they made purchases from 6 or more content groups. It was also determined that the average user spends approximately $10 each month for online content access. However, those who purchase downloadable content or content that could be accessed via a membership area claim to have spent $47 on average each month, with subscriptions coming in at around $12 each month. Looking at the different types of content, 23% of users stated they paid for subscription-based services, 16% claimed they purchased an individual download and 8% said they purchased access to streaming content.

42 ADULT WEB LIFE


How to Create a “Sticky” Site

T

he Internet has changed so much in the last decade. Technological advancements and trends aside, just the sheer volume of businesses that

are now online makes it more imperative than ever for today’s web developer to stay on top of the market and keep their finger on the pulse of what the people truly want from their online experience. With so many competitors out there all working to increase and/or maintain their sales conversions, each and every website owner needs to make sure that they in-tune with what their target audience wants and needs in order to stay competitive. One way to ensure that your business continues down the road to success is to focus on not just attracting new visitors to your website, but retaining the ones that you’ve already got. Whether they are paying customers or not, keeping their eyeballs affixed to your website ensures that they remain interested and aren’t visiting your competitor’s website and spending their money elsewhere. Then, when they are finally ready to take the plunge and pull out that credit card, they’ll be at your site and you’ll be ready to convert them into customers. What is a sticky site, you might ask? Well, before you can build one you have to know what that is. The term “sticky” is used to refer to visitors that stay with (or stick with) your website long after they have made a purchase or have gone through everything your site has to offer. So how do you get them to stick around? You give them a reason to stay. First, let’s examine the top reasons why visitors want to leave. If your website is having technical issues – either problems with videos or images loading properly or problems with browser compatibility, you will lose people right away. Nobody wants to stick around at a site that won’t load and give them the full experience. Another reason that people tend to flee a web page is if the navigation of the website is non-existent or difficult to follow. Sometimes it’s just easier to go back to Google and start searching for something again than to try and figure out what the developer was trying to do on a confusing website. Another reason why you will lose a lot of visitors is if you don’t have enough content or information available – once again we’re back to giving them a reason to want to stay.

5 Ways to Make Your Site Stickier #1- Simple, Straight-Forward Navigation We’ll start by focusing on the things that tend to scare visitors away, and the first of these is navigation. Make sure that your visitors can find all of the wonderful things that you have made available on your website

44 ADULT WEB LIFE


– test it with non-computer savvy friends or

customers or visitors in a timely manner. Take

family members, check to see that you include

advantage of free tools such as social media

text navigation options if your design primarily

programs like Facebook and Twitter, as well as

uses images, include an easy-to-use menu

online feedback tools, e-mail and more. Not

and of course, include a site map whenever

only is it a good idea to hear what your visitors

possible. This is good business not just for

have to say, but replying back to them with

your customers, but for the search engines as

the information they need or just a “thanks”

well.

for their input is a great way to build a long-

#2- Focus on Content When it comes to content you need to be concerned with two things simultaneously – quality AND quantity. A website should have enough content to keep people coming back to see more on a regular – if not daily – basis. This content should also be updated regularly – both for your visitors and to let the search engines know that your site is current and

your stats to look for errors, track trends in content that is being viewed most often, look at what browsers, operating systems and screen resolutions your customers are using in order to ensure that everyone is having a positive experience at your website.

#5- Create an Engaging and Personalized Experience

regularly maintained. The content provided

Take advantage of all the technological

should also be of the highest quality in order to

advancements made to web development to

ensure that they won’t find another resource (at

create a unique experience for all who visit

your competitor’s site!) that will provide them

your website. Incorporate ways for visitors to

better quality content. Whether your site offers

engage such as posting comments, giving a

text-based content and information, tutorials,

“thumbs up” and “thumbs down” to photos,

videos or photo content, make sure that it is

video and other content that will make them feel

of a quality that you would want to be used

as if they are contributing to the development

to represent your business. First impressions

of your website and the content that you are

still count and if the content you are offering is

posting as well. Add scripts or widgets that will

cheap, poorly created or repetitive, no one will

allow people to save information, share content

want to come back to it – ever.

with friends or log-in to view a history of the

#3- Good Development is Key Who designed your website? Is your website standards compliant? Can people view your website in all the major browsers? Do you have mobile options for mobile device users? Make sure that your website is constructed well from the ground up, that all of your applications, widgets and content work properly and can be seen and used by all who visit your website. Visit w3.org and check out all of the FREE information and tools that can be used to ensure that your website is standards compliant. View your website on all the top browsers yourself to ensure that your navigation, content and hightech elements are all working properly. You don’t want to turn people off with tech- and design-based errors before they have a chance to see what your website is offering.

#4- Evaluate Stats and Feedback Regularly In order to stay on top of how well your website is performing, it is a good idea to check your site stats on a regular basis and to read any feedback that you receive from your

46 ADULT WEB LIFE

lasting relationship with that person. Check

things that they have viewed at previous visits. This will help you to get more page views, build consumer confidence and increase your sales conversion ratios. Overall, by creating a positive experience for the people who come to see your website and to enjoy the content that you have posted, you will already be competing favorably with your market competitors. Many websites don’t understand the importance of putting the needs and desires of the customer first and are only looking to make a quick buck. Being the website owner or developer who “cares” will earn you a positive reputation within the industry and keep a steady stream of visitors and customers coming back to your sticky site on a regular basis!



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