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Book Industry

Online Marketing Review

Analysis of traffic building techniques in the book industry

Viral

Search Engine

Mobile

Social Media

Affiliate

Banner Ad

Content

E-mail

Online- PR


BOOK INDUSTRY – Online Marketing Review

CONTENT Welcome to PEAK Introduction Opinion of the expert Primary Research Market Situation Search Engine Optimization Link Building Traffic Building Techniques - Social Media - Mobile - E Mail - Affiliate - Online PR - Online Banner Ad - Content Marketing - Viral Conclusion and recommendation References


BOOK INDUSTRY – Online Marketing Review

WELCOME TO PEAK


BOOK INDUSTRY – Online Marketing Review

INTRODUCTION The Magazine: The a im of t h is D igita l Ma ga zin e is to a n a l yse , cri tiqu e , co mp a re and co n tra st re a l li f e tra ff ic b u il d in g ma rke ti n g te ch n iqu e s a n d stra te gie s wi th i n t h e b o o k se lli n g i n d u st ry. T h is m a ga zi n e wil l e xp la i n a n d re vie w th e su cce ss o r f a ilu re s o f sp e ci f i c t ra ff i c b u ild in g te ch n i qu e s u se d b y va ri o u s co mp a n ie s wit h in t h e b o o k se lli n g i n d u stry. A n d f in a l ly, a re co m m e n d a t io n wil l b e m a d e f o r th e mo st e ff e ct ive tra ff ic b u ild in g te ch n i qu e wit h in t h is ch o se n m a rke t se cto r.

Traffic Building: " If yo u b u il d i t, th e y wil l co me ." It wo rke d in th e m o vi e s, b u t ju st p u t ti n g u p a we b sit e is n o gu a ra n t e e th a t it wil l d ra w tra ff ic. (S te in b e rg, 2 0 11 ) Mi lli o n s of we b sit e s a re co mp e ti n g d a ily for the a t te n t io n a n d t im e o f f li tt in g u se rs su rf in g t h e we b f o r p ro d u cts, se rvice s and in f o rma t io n b y th e se co n d s. B u t a tt ra ct in g, su sta i n in g a n d in cre a sin g th e ri gh t t yp e o f a u d ie n ce to any give n we b sit e is vit a l to any o rga n isa ti o n o r co m p a n y i n a ch ie vin g t h e ir e -ma rke t in g o b je ct ive s- wh e th e r th i s i s to ‘S e ll, S e rve , Sp e a k, S a ve o r S izzle ’ (Ch a ff e y, Sm it h , 2 0 1 3 )

Bu ild in g t ra ff ic t o a we b si te h o we ve r ca n b e ve ry co stly a n d it is n o t a lwa ys t h e b e st we b si te s t h a t re ce i ve t h e mo st visit s, b u t o f te n t h e m o st su cce ss o n e a re t h o se wh o a re m o st se e n , we l l kn o wn a n d ca n b e e a sil y f o u n d b y e ve ryo n e . T h e re a re h o we ve r th re e fundamental ch a ra cte rist ics of a ch ie vi n g e ff e cti ve t ra ff i c b u i ld i n g t o a n y give n we b sit e . T h e se a re ; ta rge t, t e ch n iqu e a n d tim in g.

Targets- B e f o re sta rti n g

a n y tra ff ic b u il d in g ca m p a i gn , i t i s e sse n tia l th a t cle a r and sp e ci f ic tra ff ic b u il d in g o b je ctive s a re p u t in p la ce . T h is wo u ld h a ve t o in cl u d e t h e qu a li ty, qu a n tit y a n d co st o f ge n e ra ti n g su ch tra ff ic. T h e tru e su cce ss o f a si te i s n o t ju st me a su re d b y the n u mb e r of h i ts and vi sito rs ge n e ra te d b y e a ch m e d i a ch a n n e l , b u t b y t h e qu a lit y o f su ch t ra ff ic. Tra ff ic b u il d in g i s n o t ju st l imi te d to t h e vi sit s t o o n e s o wn we b si te , b u t is e qu a lly m e a su re d b y t h o se ge n e ra te d b y th i rd p a rty sit e s t h a t t h o se a u d ie n ce s u se , su ch a s so cia l m e d ia n e t wo rks.


BOOK INDUSTRY – Online Marketing Review

TechniquesThe types of promotional and marketing channels that is used to get an audience to any given website. Traffic building can include the merging of traditional offline communication methods, such as; personal selling, merchandising and word of mouth with online digital media channels, such as; search engine optimization(SEO), online PR, viral marketing, banner ads and affiliate marketing to endorse the website proposition and stimulate visits to it. However, attaining the correct promotional mix for building traffic to attract the right audience, whilst minimising Cost Per Acquisition (CPA) and achieve the website objectives can be a difficult process. Web analytics systems such as Google Analytics can be used to track, understand and analyse the source of a website's traffic and therefore enable you to identify the most effective element of your promotional mix.

Timing- Traffic building can occur at a variety of durations. Smart e-marketers run specific campaigns for traffic building, to perhaps launch a new product, service, or even to the relaunch of a site. An example of this is the use of a banner add campaign, which may run for three months after a site re-launch. However equal investment and attention should be given to the ongoing ‘always –on communication’ marketing activity to attract visitors perhaps through the use of affiliates or by search. After all, customers are always on the look out for experiences, products, and services all year round and not just when specific promotional campaigns are run.


BOOK INDUSTRY – Online Marketing Review

Opinion of the experts– Online Marketing – Traffic Building Planning Dave Chaffey

(C h a f f e y, J a n u a r y 1 6 , 2 0 1 2 ) A m a zo n ( 2 0 11 ) st a t e s “ we d i r e c t c u s t o m e r s t o o u r we b s i t e s p r i m a r i ly t h r o u g h a number of targeted online marketing channels, such as our Associates program, sponsored search, portal a d ve r t i s i n g , e m a il marketing c a m p a i g n s , a n d o t h e r i n i t i a t i ve s ” . T h e s e o t h e r i n i t i a t i ve s m a y i n c l u d e o u t d o o r a n d T V a d ve r t i s i n g , b u t t h e y a r e n o t m e n t i o n e d s p e c i f i c a l l y. I n t h i s s t a t e m e n t t h e y a l s o h i g h l ig h t t h e i m p o r t a n c e o f c u s t o m e r l o ya l t y t o o l s . T h e y s a y: “ wh i l e c o s t s a s s o c i a t e d wi t h f r e e s h i p p in g a r e n o t i n c l u d e d i n m a r k e t i n g e xp e n s e , we vi e w f r e e s h i p p i n g o f f e r s a n d A m a zo n P r i m e a s e f f e c t i ve wo r l d wi d e m a r k et i n g t o o l s , a n d i n t e n d t o c o n t in u e o f f e r i n g t h e m i n d e f i n i t e l y” C h a f f e y a l s o a s k e d in a n i n f o r m a l poll – W hat are the major trends in digital marketing for 2014? P a r t i c i p a n t s we r e r e q u ir e d t o s e l e c t o n e a r e a o f m a r k e t i n g wh i c h wa s b e l i e ve d t o p r o vi d e b e n e f i t s i n 2 0 1 4 , c o m m er c i a l l y t h r o u g h l e a d s o r s a l e s in the company or a client. The results below demonstrate the opinion of the trends significant results. Social CRM is not included.

The three main identified areas are: Mo b i l e , Big Data and C o n t e n t Ma r k e t in g . A m a zo n s s e c r e t i n g r e d i e n t s t o success are wit h i n the presentation ‘the Hidden Empire’ wh e r e i t s k e y p r i n c i p l e s a r e e xp l a i n e d b y F a b e r n o ve l .


BOOK INDUSTRY – Online Marketing Review

;

wh o t h e n go o n to e n d o rse th e p ro d u cts a n d se rvice a n d p a ss o n via wo rd o f mo u th o f t h e i r e xp e rie n ce b y re co m m e n d in g it to o t h e r p e o p le su ch a s f rie n d s, co lle a gu e s a n d f a m il y. (Ka m p yle , 2 0 1 4 ) Ot h e r f e e d b a ck a n a l ysis to o l s su ch a s u se rsn a p , o p in io n la b , f o re se e re su l ts, p o lld a d d y, b u gmu n ch e r, kissin sigh t s co n d u ct sim i la r d a te ga th e rin g to p ro d u ce me a su ra b le data that d e p ict s we b sit e a ct ivit y. (C h a ff e y, Ja n u a ry 1 6 , 2 0 1 2 )

A m a zo n u se s h i gh ly so p h ist ica te d a n d t h o ro u gh d a ta a n a lysis t e ch n iqu e s to p in p o in t e xa ct ly th e a cti vitie s o f it s u se rs. A m a zo n h a s a visi o n a n d Mi ssio n o f ; A ma zo n se e ks t o b e E a rth 's mo st cu st o m e r-ce n tric co m p a n y - S E AT T L E , Ja n 2 7 , 2 0 11 (B US I NE S S W I RE) – Acce sse d 9 th Fe b 2 0 1 4 Ch a ff e y a lso re co m m e n d s u sin g cu sto me r f e e d b a ck to o ls a n d we b se rvi ce s su ch a s: Ka m pl e .c om K a m p l e u se s cu sto m e r e xp e rie n ce m a n a ge m e n t (CEM) th ro u gh d a ta d rive n t o o ls - t o o p t im ise t h e ch a n ce s o f co n ve rsio n b y cre a t in g cu st o m e rs o u t o f b ro wse rs b y e n ga gin g t h e m in re a l t im e th ro u gh a ct ivit ie s o n th e we b si te o r o ff lin e in ce n tive s t h a t d ire ct t h e cu st o m e r to th e we b sit e

Amazon too was also one of the pioneers of online affiliation marketing. Forrester’s Chris Charron describes Amazon Associates is “ Tupperware on steroids”


BOOK INDUSTRY – Online Marketing Review

T h e stra te gy o f S o cia l CR M is su p p o rt e d by to and t e ch n o lo gie s in va ryin g f o rm s wh ich a re t yp ica ll y b a se d a ro u n d cu sto m e r in t e ra ct io n . As a re su lt the sa l e s co n ve rsio n s in t h e f o rm o f t ra n sa ct io n s a re t h e re ve n u e ga i n e d f ro m t h e e n ga ge m e n t (Mo rga n , No ve m b e r 3 , 2 0 1 0 )

(Distingui, May 2011)

D e fi ning uni ts to m e a s ur e S a b ri n a P a rso n s is a su cce ssf u l in t e rn e t e xp e rt a n d su cce ssf u l in t e rn e t ve n t u re a n d co -f o u n d e r o f co n su lti n g co m p a n y L igh t Ou t C o n su lti n g. Sa b rin a is cu rre n t ly C EO o f Pa lo A lt o S o f t wa re . P la n n in g e le m e n ts for a we b si te sh o u l d d e m o n st ra t e a re a li stic e st im a te o f th e we b t ra ff i c e xp e ct e d . A W e b p la n sh o u ld in cl u d e re a li stic e st im a te s of p ro je ct e d W e b t ra ff ic. T h e f irst ste p is to lo o k a t t h e d e t a il s on m e a su ri n g p ro je ct e d tra ff ic, a n d h o w a n d wh e re t o d e ve l o p re a l ist ic e st im a te s. Re ga rd le ss of wh e th e r yo u r we b site stra te gy i n vo lve s se ll in g p ro d u cts, o r b rin gin g in co mm u n i ty m e m b e rs, o r e ve n d e ve lo p i n g co n t e n t , in a ll ca se s m e a su rin g we b sit e tra ff ic a n d u se r se ssio n s is a go o d wa y f o r yo u t o ga u ge h o w m a n y p e o p le a re u sin g yo u r h yb ri d si te , a n d wh e re yo u n e e d t o i mp ro ve yo u r we b site i n o rd e r t o ge t b e tt e r co n ve rsio n ra te s� (Pa rso n s, 2 0 1 4 )


FOCUS GROUP- EMAIL MARKETING

PRIMARY RESEARCH

Analysis of Focus Group Results

E-Mail Marketing

Amazon

Waterstones

Barns Noble

Christian book

Content

Excellent

Excellent

Excellent

Average

Massage

Excellent

Excellent

Excellent

Good

Call to action

Excellent

Good

Excellent

Excellent

Links, branding

Excellent

Excellent

Good

Good

Logo

Excellent

Excellent

Excellent

Average

Graphic Design

Good

Good

Good

Average

Layout

Excellent

Excellent

Good

Average

Typography

Good

Good

Good

Average

Image Data Privacy

Good Excellent

Good Excellent

Excellent Excellent

Poor Good

Landing page

Excellent

Excellent

Good

Average

Campaign Integration

Excellent

Good

Good

Average

Authenticity

Good

Excellent

Good

Average

A c c o r d i n g t o t h e a n a l ys i s o f Focus Group discussion A m a zo n . c o . u k p e r f o r m s t h e b e s t e m a il m a r k e t i n g t r a f f i c b u il d i n g s t r a t e g y. C o m p a r e d t o a b o ve f o u r c o m p a n i e s Christianbooks.com performs t h e l o we s t l e ve l o f e m a i l m a r k e t i n g t r a f f i c b u i l d in g .


FOCUS GROUP- SOCIAL MEDIA MARKETING

Social Media Social Media Marketing

Amazon

WHSmith

Powell’s Book

Christian book

Brand recognition

Excellent

Good

Good

Average

Massage

Good

Average

Good

Good

Call to action

Excellent

Excellent

Excellent

Excellent

Links, branding

Excellent

Good

Average

Good

Logo

Excellent

Excellent

Average

Average

Graphic Design

Good

Average

Average

Average

Layout

Average

Poor

Average

Average

Typography

Average

Poor

Average

Average

Image Campaign Integration

Average Good

Poor Good

Poor Average

Poor Good

Authenticity

Good

Average

Poor

Average

Interaction

Excellent

Excellent

Good

Average

The discussion conducted with the focus group is indicated that amazon has the best social media traffic building technique among other three companies. All other three companies have been marked for some poor elements of their social media marketing.


FOCUS GROUP- AFFILIATE MARKETING

Affiliate Marketing PPC- Affiliate Marketing

Amazon

ABE Books

Audible

Barns Noble

Content

Excellent

Excellent

Good

Average

Massage

Excellent

Excellent

Excellent

Good

Call to action

Excellent

Excellent

Excellent

Good

Links, branding

Excellent

Good

Good

Average

Logo

Excellent

Good

Excellent

Poor

Graphic Design Layout Typography

Average Good Good

Average Good Excellent

Average Poor Average

Poor Poor Average

Image

Good

Good

Information

Good

Good

Average

Average

Campaign Integration

Excellent

Good

Average

Average

Authenticity

Good

Good

Good

Average

Average

Poor


FOCUS GROUP- ONLINE BANNER ADS

Online Banner Ads

Barnes Amazon

Banner & Advertisement

Waterstone WHSmit s h

Noble

Content

Very Poor

Average

Excellent

Excellent

Message

Very Poor

Average

Excellent

Excellent

Call to action

Excellent

Average

Average

Average

Links & Branding

Good

Good

N/A

Average

Logo

N/A

Excellent

N/A

N/A

Graphic Design Layout Typography Image Photography Brand Recognition Campaign Integration Authenticity

Very Poor Good Excellent Very Poor N/A Good Good

Average Average Excellent Very Poor Good Excellent Average

Excellent Excellent Good Good N/A Average N/A

Average Average Excellent Average N/A Poor Good

Good

Average

Good

Average


FOCUS GROUP- MOBILE MARKETING

Mobile Marketing

Barnes Amazon & Noble

Waterstones

Content

Good

Excellent

Excellent

Message

Good

Excellent

Excellent

Call to action

Excellent

Excellent

Excellent

Links & Branding

Excellent

Excellent

Excellent

Logo

Excellent

Excellent

Excellent

Graphic Design Layout Typography Image Data Privacy Landing Page Campaign Integration Authenticity Interaction

Good Excellent Excellent Good Good Excellent Excellent

Good Excellent Excellent Good Good Excellent Good

Good Excellent Excellent Good Good Excellent Good

Good Excellent

Good Excellent

Good Excellent

Mobile Marketing


BOOK INDUSTRY – Online Marketing Review

Market Situation Market Trends Consolidation: The online books and ebooks market in 2013 was expected to increase in value, which has been said to be as a result of the boost to the sales of e-books. This growth has said to decrease the value of print book sales, however it has not taken away the considerable margin it has as the most popular book format in both value and volume terms.

As well as these changes in consumers’ book format preferences, publishers are having to contend with substantial shifts in the balance of distribution of books. The traditional method of bookshops which have supported the industry for so many years has moved towards the online channel which offers cheap prices, convenient home ordering and delivery and a range of which shops often fin impossible to match or compare.

Market factors The increase in the ownership of digital devices is equally an important trend driving the growth of the e-books market. Mintel reported in a survey showing trends in device ownership levels of 2000 internet users aged 16 plus, based on the time period of September 2012 to June 2013. Figures showed that in 2013 84% of users were using their laptop/netbook computer, 68% on their smartphone, 62% were using their desktop computer, 40% tablet computer and 33% ereader.

As seen in the diagram bellow the economy recovery is becoming apparent from several important economic indicators in the UK. Mintel states that “consumers still fell under pressure in terms of their finances and this is impacting on the levels of disposable income they have available”. It is said that the main problem has risen because the increase in wage growth has failed to keep pace with the retail price index. As a result, each month, consumers feel a little bit worse off.


BOOK INDUSTRY – Online Marketing Review

Market Share Amazon, Barnes & Noble and Powell's Books are the top three online book sellers on an international level. According to trade publication internet retailer, Amazon, sells more online than its next 12 biggest competitors combined (Worstall, 2013). With revenue reaching $17,092 million and net income - $41million in 2013. Figures have shown that they have customers in over 220 countries worldwide, therefore becoming the first point of reference for book shopping. Barnes & Noble like amazon diversified their products, embracing a large variety of products from music, software and magazines. Their net income last stated in October 26 2013, illustrated their total revenue to be 1,734,159 with their growth profit being 461,942 and net income 13,229 (based on yahoo finance statistics). Powell books, being the third largest e-commerce retailer for books, in their annual data (30, September 2013), revealed having the total revenue of 674,772 with growths profit figures at 146,836 and their net income at 42,076.

In Books- A-Million November income statement their total revenue was 100,35 with there cost revenue their 74,089. Their gross profit was 26,246 with a net income of (6,940). Waterstones Quarterly data in the period ending September 30th 2013, illustrate total revenue being 36,563 with net income as 3,219.

Demographic Segmentation

The bookselling industry fundamentally changing,

WHSmith At the fiscal year ending August 31 2013, WHSmith has a profit margin of 734% with just under 1.3 billion,. Their net income over 89 million with return of their investments at 49.29% in 2013. “The lower costs of ordering through the internet, either for physical books or ebooks, has attached customers away from bookstores to the online channel” – Billy Hulkower, Senior Technology analyst at Mintel -

is

the most enthusiastic bookstore customers are: masters, professional or doctoral (156% above national average spending on books), college graduates (60%), married couples with school-aged or older children at home (33% to 40%), married couples with no children at home (23%) and householders aged 45-64(12% to 24%) according to SBDC Net.


BOOK INDUSTRY – Online Marketing Review

Search Engine Marketing (SEM)

Search Engine Marketing (SEM) S E M i s a f o r m o f p r o m o t i n g we b s i t e s b y i n c r e a s in g t h e i r vi s i b i l i t y i n search engines’ results pages. It is a p a r t o f i n t e r n e t m a r k e t i n g , a ve r y c o m m o n a n d c o m p e t i t i ve m et h o d u s e t o wa r d s t o d a y’s e c o n o m y d e m a n d . A c c o r d i n g t o t h e U K s e a r c h E n g i ne Mar k e t i n g B e n c h m a r k R e p o r t 2 0 1 3 , fully or partially integrating paid s e a r c h a n d d i s p l a y a d ve r t i s i n g h a s i n c r e a s e d s i n c e l a s t ye a r. H o we ve r S e a r c h E n g i n e O pt i m i za t i o n ( S E O ) a n d P a y- P e r - C l i c k ( P P C ) a r e t h e m a i n c a s t i g a t i o n s o f S E M.

Search Engine Optimization (SEO ) S E O i s a n u np a i d o r o r g a n i c wa y o f get a high rank in search engines. It m a k e s m o r e co m f o r t a b l e a n d l o g i c a l f o r c u s t o m e r s t o s e a r c h a we b s i t e u s i n g s e a r c h e n g in e s . I t e f f e c t s t o a p p r o a c h t he h i g h e s t p o s i t i o n in t h e natural list of a search engine, d e p e n d s o n t h e c o m p e t i t i ve n a t u r e o f the market. All the SEO techniques c o ve r e d by onsite and o ut s i d e o p t i m iza t io n . O n s it e S E O m a y c o n t a i n o p t i m izi n g t h e we b s i t e a l o n g wi t h i t s a l l c o n t e n t wh i l e O f f s i t e o p t i m i za t i o n c o n t a in s o p t i m i zi n g a we b s i t e o n o t h e r we b s i t e s t h r o u g h b l a c k l i n k s . C o n s i d er i n g s e a r c h e n g in e d yn a m ic s , o p t i m izi n g m a y c r e a t e b y e d i t i n g we b s i t e s c o n t e n t , H T ML a n d o t h e r r e l e va n t c o d i n g a c c o r d i n g t o s p e c i f i c k e y wo r d s . S e a r c h E n g i n e Ad ve r t i s i n g ( P P C ) P P C o r P a y P e r C li c k is a d i r e c t t r a f f i c t o we b s i t e wh i c h i s a p a i d S E M method. It also called sponsored list as search engine companies charging a f e e f o r c l i c k e d a d ve r t is e m e n t s o n t h e i r s e a r ch r es u l t s . T h e k e y wo r d s o f c o d i n g m a y in c l u d e r e l a t e d p h r a s e f o r their target market to make sure the vi e we r s o f t h e w eb s i t e a r e i n t e r e s t e d p a r t y o f t h e i r p r o d u c t s a n d s e r vi c e s .


BOOK INDUSTRY – Online Marketing Review

SERP( Search Engine Results Page is an important factor for online marketing campaigns. According to Google Ranking of traffic distribution 42% users click o n t h e f i r s t r e s u lt s p a g e . Thus it is an key tool to attract customers . PPC and SEO are the most common integrators of S E R P. W i t h t h e d e ve l o p m e n t a n d changes in c yb e r t e c h n o l o g y d i f f e r en t s e a r c h engines in use though G o o g l e h a s b e e n a c h i e ve d the best search engine m a r k e t s h a r e i n t h e wo r l d .

Search Engine Robots SEO Pyramid

SEO Pyramid created by Rand Fishkin indicates fundamental categories and their weightings , which may leads to successful online marketing campaign.

Search Engine Robots are very simple and automated programmes travelling webs to find the information and links. It is also known as web spiders and crawlers and responsible to rank the website filtering the key words and index information. Meta tags are one of the main builder in websites’ key words architecture.


BOOK INDUSTRY – Online Marketing Review

Meta tags is a type of providing data about HTML document. This data type is invisible on websites. It can be used in search engines through ‘key words’ and also in browsers to display the content of a website. A website can be displayed in a browser without any mega tags, but it helps to boot search engine rankings. Today meta tags is use in various forms such as key words, authors, description, copy write, abstract, revisit etc. A simple meta tag syntax <meta name="meta tag name" content="meta tag content" /> There is a another different meta tag called ‘Dublin Core Meta Tag’ which describes the content of a web page. In coding the only different in Doubling meta tag is includes “dc:” or “dcterms:” in front of the element. A Doubling Core Meta Tag syntax <meta name="dc:element" content="meta tag content" /> As World’s most popular search engine Google, has been ranked its algorithm for trust/ authority of the host name, link popularity of the specific page and anchor text of external links to the page. HTML code indicates different characteristics and it is very important to create an user friendly, efficient URL code for a website. Use hyphens as spaces, create in shorter codes, use keywords in URL are 3 tips for creating a SEO friendly URL.T his is an example for good and bad URL code.


BOOK INDUSTRY â&#x20AC;&#x201C; Online Marketing Review

Link Building Link building is the process of establishing relevant, inbound links to websites which help to achieve higher ranking with the major search engines and drive targeted traffic to your site. Why E-Commerce websites focus on link building? Search Engine Optimization Large number of quality links help to gain a high rank in search engines. Direct Traffic Direct traffic is , when users visit a website which related there is a possibility to click on that links and visit the website. Branding Even visitors do not attempt to click on the links, there is a likelihood reminding websites at later point and it helps to promote the brand.


SOCIAL MEDIA – Online Marketing Review The market over the years has become more data-driven as it helps to keep up with trends, competitor strategies and developments in the market. Using networks such as Facebook, Twitter and Google+ are said to be the most popular with search engine marketers. The second-most popular tier includes YouTube, Blogging and LinkedIn. The least popular major networks are Flickr, Tumblr and StumbleUpon (B2B Infographics).

Statistics Hart, states these statistics; 75% of social media users “object to major companies and platforms using their personal information for commercial purposes.” And just 12% admit to having their purchases influenced by Facebook “Likes” or Google “+1s”. Furthermore it has been reported by Rosalind Henshell (2012) 85% of businesses tat have a dedicated social media platform as part of their marketing strategy reported an increase in their market exposure. And 58% of businesses that have used social media marketing for over three years reported an increase in sales over that period. Benefits of social media Social Media Examiner has reported that 89% of small and medium-sized businesses increased exposure and 75% reported increased traffic.

Some of the other advantages of using online public relations over the traditional public relations are: - Insight about your customers: Provides limitless opportunities for you to interact with current and potential Customers. Having the ability to engage customers in real-time conversations about your mission, products, events and services. ● Reduced marketing expenses: It is extremely costefficient marketing choice when compared with other budgetdraining advertising techniques. Also creates more opportunities to grown your business that just through marketing. Extremely targeted: ● You are able to focus the bulk ● of your efforts on those who actually have an interest in your company. ● Competitive advantage: ● Gives businesses the opportunity to engage in advertising that is timely and relevant which gives you a distinct competitive edge. ●

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Strengthen Customer Loyalty: instead of just a company name, customers see you as a real person who listens to their concerns and delivers helpful feedback.


SOCIAL MEDIA – Online Marketing Review - Exposure to Massive Criticism: it is hard to predict the responses of the audience - Inability to respond 100% effectively - Individuals outnumbers the organisations, while the posting power is similar - Not reaching to the rural areas and traditional communities Strategy Strategically using public relations planning and research techniques have evolved into the most powerful tools available to public relations practitioners. Today’s competitive business environment increasingly puts pressure on communication managers to demonstrate in a measureable way how the results from public relation programs benefit the organisation they serve (Pinkleton, 2001). Mashable post, referenced that “new research finds that 72% of businesses that use social media do not have a clear set of goals or a clear strategy for their social media platforms”. Currently,

the

comprehensive social media strategies are implemented and some have been around long enough for thorough evaluation. Each business model garners an appropriate social media strategy. Hunt, 2013, states that these come in five steps: - Defining the companies goals - Identifying the target audience - Targeting the appropriate social media platforms - Defining the unique selling proposition and core topics - Creating an editorial calendar. Baer (2012), however states that there are eight steps as you can see to the right:


SOCIAL MEDIA – Online Marketing Review

Amazon Social Media Marketing Amazon was founded in 1994 Jeff Bezos who’s interest was said to be fuelled on “ regret minimisation framework”; meaning his efforts to fend off any regrets for not participating sooner in the Internet business success rate at that period of time. His business plan was to create a list of fie products which would be marketed online: Compact discs, Computer hardware, computer software, videos and books. However he finally settled n selling books due to the large world-wide demand for literature, low price points and huge number o titles available in print. It now has grown into a global leader in e-commerce with more that 28,300 employees, having a wide range of products, having mass customisation, customer experience and worldwide network of fulfilment. Objectives Their vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online. Their values are on customer obsession, innovation, bias for action, ownership, high hiring bar and frugality. Mainly their objective is not to discount a small number of products for a limited period of time, but to offer low prices everyday and apply them broadly across their entire product range. Strategy This was to ‘get big fast’ by investing aggressively in new product categories and new businesses by spending money on brand awareness and getting new customers.

Tactics  Attention: One of amazon’s tactics is on giving 100% attention in specific areas; customers needs, relent content, frequent updates, buying habits, reactions to webs site design, demographics and favourite and least favourite products.  Varity: Amazon offers a Varity on products and services such as online shopping portal, cloud computing, handheld devices, digital content, prime etc.  E-Trust: Building their brand differentiation and customer loyalty.

 Interactivity and production values: Enabling customers make informed purchase decisions online. This strategy is said to be centred around two pillars; -‘customers reviews’: enabling online shoppers to write reviews about a product they have brought and like. This helps social exchange of unbiased opinions about products. Therefor enabling community moderation by letting customers vote. - ‘similar products’: enabling shoppers understand the vast number of choices available to them within the scope of the product they are looking to buy.  Having presence on popular social media sites; e.g. Facebook, LinkedIn, Twitter etc. Some of the reasons being in increasing awareness about their brand, products, publishing lighting rice deals, recruiting great people to work at amazon etc.  Adopting the evolving technology creating more threat to competitors – “scan-it”, amazon’s smartphone application: This application shows customers views on products to understand choices made. Also helps to find a better alternative or a lower price. This strategy has aided in converting Amazon’s brick and motor competitors into its collaborators (showrooms).


SOCIAL MEDIA – Online Marketing Review

Result Amazon has built a long-term social strategy to overcome some of the challenges associates with e-commence business model; 1) Evolution; 2) Expansion; 3) Attention to economy. While popular social strategy is one that is built on a company’s strengths to solve the unique challenges associated with its business model Their dominant strategy is one of the critical success factors keeping them expanding into areas while continuing to focus on its main product (books). Its value proposition remains price and convenience no matter the product or service, and low prices can be sustained by ensuring its customer relationships continue to be mostly automated and self-services. Evidence of this can be seen in its recent projects such as, -Publishing; providing the tools for one demand publishing and giving new authors access to amazon store. Therefore extending their roots within the publishing industry, likely disrupting the industry permanently. -AutoRip: a customer’s music, movies and books purchases from the past become immediately available digitally and through the cloud. This dominance Amazon has been predicted to continue well into the future as they continue to explore new product and service categories. They have developed a clear expertise in e-commerce innovation, which it has applied to a variety of traditional business models. Noren (2013) states that “the key lesson to be learned from Amazon is that to thrive in the digital era, it's often better to execute your business model well than to invent new business models from scratch”.


E MAIL MAERKETING â&#x20AC;&#x201C; Online Marketing Review

E Mail Marketing Large e-commerce sites such as A m a zo n a p p r o a c h t h e i r c u s t o m e r s using e-mail marketing to e n c o u r ag e repeat sales an d c u s t o m e r l o ya l t y u s i n g l i f e c yc l e e m a i l s . A f o u r p a r t st r a t e g y s u c h a s detailed below is the most common wa y e m a i l s a r e u s e d t o p e n e t r a t e target markets. I n d i vi d u a l c u s t o m e r p r o f i l e s S t o r i n g d a t a a b o u t yo u r c u s t o m e r s in one place including their name, l o c a t i o n , a g e a n d o t h e r d e t ai l s a s i n d i vi d u a l p r o f i l e s i n c l u d i n g a f u l l h i s t o r y o f a l l a ct i o n s t h e y h a ve t a k e n o n yo u r s i t e a n d a n y e m a i l s yo u h a ve s e n t t h e m t o d a t e m a k e s f o r a p o we r f u l e m a i l d a t a b a s e . T h i s t yp e of database a l l o ws for t a r g e t e d e m a i l s wi t h o u t u n d u e t i m e and effort. S e g m e n t yo u r c u s t o m e r l i s t R a t h e r t h a n u s i n g s t at i c l i s t s yo u c a n u s e s p e c i a l i s e d s o f t wa r e t o b r e a k d o wn yo u r c u s t o m e r b a s e into meaningful groups according t o t h e i r a t t r i b u t e s a l o n g wi t h t h e ir vi e wi n g h a b i t s e g t h e p a g e s o n yo u r s i t e t h e y vi e w m o r e t h a n 3 t i m e s a n d o r t h o s e c u s t o m e r s wh o vi s i t yo u r c h e c k o u t m o r e t h a n 5 t i m e s wi t h a n o r d e r f o r s p e c i f i c b o o k g e n r e s . T h i s wa y co n s u m e r s c a n b e t a r g e t e d wi t h p r o p e r l y p e r s o n al i s e d e m a i l s b a s e d o n t h e i r o n - s i t e i n t e r a c t i o ns a s we l l a s t h e i r p e r s o n g r o u p s s u c h a s ag e , s e x e t c

Sending newsletters to specific s e g m e n t s o f yo u r m a r k e t Instead of sending generic n e ws l e t t e r s t o yo u r e n t i r e c u s t o m e r b a s e yo u c a n d r i l l d o wn a n d u s e s p e c i f i c s e g m e n t s t o s e n d a t a il o r e d m e s s a g e t o i n d i vi d u a l i s e d g r o up s o f customers. Automating the managing and measuring of email campaigns s u c h a s t h i s s a v e s h o u r s o f v a lu a b l e time. Sending automated b e h a vi o u r a l emails I f yo u t r a c k wh a t yo u r c u s t o m e r s d o o n yo u r we b s i t e i n r e a l t i m e i t wo u l d a f f o r d yo u t he o p p o r t u n i t y t o t r i g g e r automated campaigns to yo u r customers on a one to one basis a s p e c i f i c n u m b e r o f d a ys a f t e r t h e y vie w c e r t a i n b o o k s b u t d o n o t m a k e a p u r c h a se a t yo u r c h e c k o u t . T h i s wa y yo u can make s i g n i f ic a n t i n c r e a s e s in f u n n e l c o n ve r s i o n s i n s h o r t s p ac e s o f t i m e .


E MAIL MAERKETING â&#x20AC;&#x201C; Online Marketing Review

E mail marketing can be used for different purposes such as to achieve marketing goals, branding campaigns, segmentations, to deliverability etc.

ULTIMATE DATA CAPTURING Ca p t u ri n g d a ta is e sse n ti a l to m a rke t in g e ff e ct ive ly wh ich re lie s o n th e b re a d t h , d e p t h a n d qu a l it y o f t h e d a t a . Eve ry o p p o rt u n it y to ca p tu re d a t a is ma xi mi se d wi th e a ch co n t a ct . Exp a n d in g co n ta ct d e ta il by co n f irm in g it a s in d a te a d d s d e p t h . Ma ki n g it e a sy f o r cu sto m e rs to a d d d a t a is a ch i e ve d b y m a kin g th e ca llto -a ct io n p a t h wa y a n d n o t ma ki n g t h e cu sto m e r h a ve t o th i n k t o o h a rd a b o u t le a vin g va lu a b le in f o rma tio n . A st a ge o f th re e b it s o f i n f o rm a ti o n is le ss in va sive . In ce n t ive s to a ssist cu sto m e rs t o le a ve t h e ir d a t a ca n b e h e lp f u l a s lo n g a s th e y a re t o ld in a d va n ce h o w it wi ll b e u se d . Prio ri tisi n g d a t a ga th e rin g e li m in a t e s re qu e sti n g t o o m u ch in f o rma t io n i n o n e h i t. A li tt le in f o rma t io n u se d for sp e cif ic p u rp o se s i s m o re u se f u l th a n lo t s o f data.


E MAIL MAERKETING – Online Marketing Review

An optimum email strategy that send emails at 8:00pm at night; the prime time for emails to be opened is between 8:00pm – Midnight. This block has a 22% open rate for emails, click through and sales.

P u s h M a r k et i n g A c c o r d i n g t o Ta n ya R o b e r t s o n , D e m a n d Me d i a * ” P u s h m a r k e t i n g is a p r o m o t i o n a l s t r a t e g y wh e r e b u s i n e s s e s a t t e m p t t o t a k e t h e i r p r o d u c t s t o t h e c u s t o m e r s . T h e t e r m p u s h s t e m s f r o m t h e id e a t h a t m a r k e t e r s a r e attempting to push their products at consumers.” Point-of sale display p o s it i o n s a r e o f t e n h e a vi l y s o u g h t a f t e r a n d r e t a i l e r s c a n c o m m a n d d i f f e r e n t i n c e n t i ve s f r o m p u b l i s h i n g h o u s e s wi l l i n g t o p a y f o r b et t e r p o s it i o n i n g o f t h e i r b oo k s ; i n s u c h p l a c e s a s b e i n g n e xt t o t h e c a s h p o i n t f o r i n s t a n c e , g ivi n g q u e u i n g c u s t om e r s a n e xt r a p u sh t o b u y t h e i r b o o k a s t h e y w a it . Examples of Push Marketing C o m m o n e xa m p l e s o f p u s h m a r k e t i n g i n t h e b o o k t r a d e ca n b e s e e n in W H S m i t h b o o k s t o r es a n d s o m e t i m e s W a t e r s t o n e s b o o k s t o r e s t h a t s e l l b u y o n e g e t o n e h a l f p r i c e o r b u y t wo a n d g e t t h e t h i r d b o o k f r e e . T h e p u b li s h e r / s m a y o f t e n o f f e r s a l e s i n c e n t i ve s t o t h e b o o k s t o r e s f o r p u s h i n g t h e i r p r o d u c t s o n t o c u s t om e r s wh o a c t u a l ly c o m e i n t o b u y o n e s p e c i f i c b o o k a n d en d u p b u yi n g b o o k s t h e y n e ve r t h o u g h t a b o u t wa n t i n g o r n e ve r i n t e nd e d t o b u y. T h is t a c t i c c a n b e e s p e c i a l l y b e n e f i c i a l f o r n e w a u t ho r s o r p u b li s h in g h o u s e s t h at a r e n ' t we l l- e s t a b l i s h e d o r f o r bo o k s wi t h i n a g i ve n g e n r e t h a t n e e d a d d it i o n a l p r o m o t i o n .


E MAIL MAERKETING – Online Marketing Review

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This item: Harry Potter and the Philosopher's Stone by J. K. Rowling Paperback £5.03

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Harry Potter and the Prisoner of Azkaban: Celebratory Edition by J. K. Rowling Paperback £5.03

O n lin e b o o kse lle rs su ch a s A ma zo n d o a sim i la r t yp e o f p u sh m a rke ti n g wh e n t h e y ma ke su gge st io n s u n d e r tit le s sh o wi n g ‘o th e r b o o ks o f te n b o u gh t wit h t h is ti tle ’ a n d th e n o ff e rin g a th re e b o o k b u n d le f o r le ss th a n t h e t h re e in d i vid u a l t itle s co u l d b e b o u gh t f o r si n gly. Eve n i f o n ly o n e i n t e n cu st o m e rs re a ct to th is p u sh t h e y a re stil l m a n a gin g to ge t 1 0 % o f t h e ir cu sto m e rs to sp e n d twice a s m u ch a s t h e y o rigin a l ly in t e n d e d t o wh e n t h e y in i tia lly se a rch e d f o r t h e b o o k th e y wa n te d t o b u y E m a il m a rke t in g su ch a s o n li n e gia n t s A ma zo n u se is a lso a ve ry go o d e xa m p le o f p u sh ma rke ti n g a n d th i s typ e o f p u sh m a rke ti n g is mu ch m o re t a rge t e d t h a n t h e p u sh m a rke t in g. U si n g cle ve r a n a l yt ic so f t wa re t h e y ca n a sce rta in t h e b u yin g h a b i ts a s we ll a s t h e b e h a vio u r o f p ro sp e cti ve cu st o m e rs a s t h e y m o n it o r t h e ir sit e visits. T h is give s rise to p e rso n a li se d e m a il s d e sign e d to e n co u ra ge p u rch a se o f sim ila r b o o ks t o t h o se th a t th is cu sto m e r o b vio u sly ga ve m u ch co n si d e ra tio n to b u t p e rh a p s d id n o t b u y o n t h e ir la st visit s t o t h e sit e .


E MAIL MAERKETING â&#x20AC;&#x201C; Online Marketing Review

Pull Marketing P u l l m a r k e t i n g i s d e s i g n e d t o e n c o u r a g e cu s t o m e r s t o wa r d s yo u r p r o d u c t s , h e n c e t h e t e r m pu l l . S o m e u s u a l s a l e s s t r a t e g i e s u s e d f o r p u l l m a r k e t in g c o u l d b e f o r i n s t a n c e m a s s m e d i a p r o m o t i o n s, a d ve r t i s e d s a l e s p r o m o t i o n s , r e c o m m e n d a t i o n s t h a t a r e s p e c i f i c a l l y p o s i t i o n e d t o e l i c it a p o s i t i ve b u yi n g r e s p o n s e . P u l l m a r k e t i n g is c o n s t r u c t e d t o c r e a t e a s e n s e o f br a n d l o ya l t y i n a sp e c i f i c t a r g e t m a r k e t o r m a r k e t s a n d k e e p t h e c u s t o m e r s yo u wa n t c o m i n g b a c k , wh e r e a s p u s h m a r k e t i n g i s m uc h m o r e a b o u t g a i n i n g s h o r t t e r m s a l es . Example of Pull Marketing P u l l m ar k e t i n g c a m p a ig n s u s e a l o t m o r e a d ve r t i s i n g t h a n p u s h c a m p a i g n s , a n d c o s t a l o t m o r e o ve r a l o n g e r p e r i o d o f t i m e , a s t h e y a r e a t t e m p t i n g t o p o s i t i o n t h e p r o d u c t s i n t h e m in d s o f t a r g e t m a r k e t s f o r t h e f o r e s e e a b l e f u t u r e r a t h e r t h a n j u s t f o r t h e o n e t i m e p u r c h a s e r e a c t i o n yo u wo u l d e xp e c t t o a c h ie ve wi t h p u s h m a r k e t i n g . O n e e xa m p l e wo u l d b e t h e n o ve l F if t y S h a d e s o f G r a y. I n t h e f i r s t s t a g e , t h e p ub l i sh i n g h o u s e a d ve r t i s e d t h e p r o d u c t . N e xt , t h e a d ve r t i s e m e n t s c r e a t e d a c u r i o s i t y a m o n g t a r g e t e d wo m e n a n d s o m e m a l e a d u l t r e a d e r s i n c r e a s i n g o ve r t h e c a m p a i g n t h e i r desire to purchase the book. As the demand increased, retailers began s c r a m b l i n g t r yi n g t o s t o c k t h e b o o k in t h e i r s t o r e s . O ve r a p e r i o d o f t i m e , t h e b o o k b ec a m e s o m e t h in g o f a n a l m o s t c u l t i c it e m o f l i t e r a t u r e wh i c h i n turn successfully pulled many more customers to buy and read not only it b u t s u b s e q u e n t f o l l o w o n b oo k s i n t h e t r i l o g y. T h e p u b li s h in g h o u s e a c h i e ve d n o t o n l y t h e a i m o f s e l l i n g l o t s o f c o p i e s o f e a c h b o o k b u t g a i n e d c e r t a i n n o t o r i e t y i n t o t h e b a r g a i n m a k i n g it m o r e l i k e ly in t he f u t u r e t h a t m o r e o f t h e i r t i t l e s wou l d b e s o u g h t a f t e r b y r e t a il e r s .


AFFILIATE MARKETING – Online Marketing Review

Affiliate Marketing

What is Affiliate Marketing

H e l e n S o u t h ga t e , A ff i l i a t e marketing council chair of Internet Ad v e r t i s i n g Bureau's ( I A B) defines affiliate marketing as “A t h i r d p a r t y, o r a f f i l i a t e , a c t s as part of a virtual sales team by placing ads and links on their we b s i t e , wh i c h wi l l d i r e c t v i s i t o r s t o the home page of an e s t a b l i s h e d r e t a i l e r. E v e r y t i m e t h a t v i s i t o r go e s o n t o make a purchase, or another specified transaction, the third party receives a commission” Affiliate marketing industry born and developed in late 9 0 ’s . B u t i t h a s b e c o m e a one of the most popular wa y of making money online as it is virtually free to set up and run by a n yo n e . In 2013 the A ff i l i a t e marketing industry in Uk has been valued as £14 b i l l i o n wh i c h h a s b e e n g r o wn 1 5 % c o m p a r i n g t o 2012.


AFFILIATE MARKETING – Online Marketing Review

CPC - C o st P e r C lick m o d e l is, a ff i lia t e m a rke t e rs a re ge t p a i d a sp e cif ie d ra t e e a ch tim e wh e n so m e o n e click o n t h e m e rch a n t ’s a d ve rti se me n t wh ich is p u b li sh e d o n th e i r we b sit e s. T h i s mo d e l is kn o wn a s PP C (P a y Pe r Cli ck). T h e m a in a d va n ta ge o f C PC i s a ff ili a te m a rke te rs ge t p a id st ra i gh t p a ym e n ts re ga rd l e ss o f how su cce ss o f m e rch a n t' s sa l e s. B u t CP C ra te s a re l o w co m p a re d to o th e r m o d e l s a n d a ff ili a te ma rke t e rs sh o u ld b e a b le to b u il d a h igh l e ve l o f t ra ff i c b u ild in g t o ge t mo re clicks o n t h e ir a d ve rti se me n ts.

Affiliate M arketing M odels T h e re a re 3 d iff e re n t m o d e ls u sin g for b u sin e sse s t o b u il d a b rid ge b e twe e n m e rch a n t s and their cu st o m e rs.

PPS – P a y P e r S a le is u til ize wh e n p u b li sh e s a re ge t p a i d e ve ry si n gle tim e wh e n cu st o m e r p u rch a sin g m a rke te d p ro d u ct s f ro m t h e m e rch a n t . T h is m o d e l is a n a d va n t a ge t o ga in h u ge in co m e with su cce ssf u l o f m e rch a n t ’s sa le s. O n t h e o t h e r h a n d it is a d isa d va n ta ge wh e n a ff ili a te m a rke te rs ga i n a l e ss in co m e co mp a rin g to their e ff o rt b e ca u se o f t h e u n su cce ssf u l sa l e s o f m e rch a n t .

CPA - C o st Pe r Act io n is u ti lize f o r a ff ilia t e m a rke t e rs ge t p a id f o r sp e cif ic a ct io n s su ch a s wh e n cu sto m e rs f ill e d o u t a f o rm o r p u rch a se d m a rke t e d p ro d u cts. It is a n a d va n ta ge th a t cu sto m e r d o e s n o t h a ve t o p u rch a se to b e ge t p a i d f o r th e ma rke te rs. Bu t it is h a rd t o b u il d th a t le ve l o f h igh tra ff ic b u i ld in g to re a ch th is t yp e o f o p p o rtu n i ty.


AFFILIATE MARKETING – Online Marketing Review

Advantages and Disadvantages for companies

Advantages •

Product reach to more customers Increase Search Engine Rankings Can Pay only if they get sales Able to do market research on customer trends, behaviours at no extra costs

Disadvantag es •

• •

Affiliates may display misleading advertisem ents to get their commission Have to pay agreed commission cost Profit can be limited Risk of brand exploitatio n

Affiliate Marketing in Book Industry Af f i l i a t e marketing in book industry is significantly i n c r e a s i n g ye a r b y ye a r. As m o s t o f t h e b u ye r s a r e t e n d t o p u r c h a s e books online and e books ,it is ve r y important to a d ve r t i s e a c h i e ve t h e c o m p e t i t i o n i n b o o k i n d u s t r y. Am a z o n i s t h e m o s t popular brand for inspiring affiliates ,to retain its market share w hich is 85% (2013) of w o r l d ’s e b o o k s i n d u st r y.


AFFILIATE MARKETING â&#x20AC;&#x201C; Online Marketing Review

T h e se co n d la rge st b o o k re ta i le r i n th e wo rld , Ba rn e s a n d No b le h a s d e ve l o p e d its a ff il ia t e p ro gra ms t o co mp e te with a m a zo n 's a n d o t h e r a d ve rti sin g ca m p a ign s. B a rn e s a n d No b l e ma rke t sh a re is 4 % o f th e wo rld â&#x20AC;&#x2122;s e b o o k i n d u stry b y 2 0 1 3 .

Here are some other examples for affiliate marketing in book industry


ONLINE BANNER ADS – Online Marketing Review

Online-Banner Adds B a n n e r a d ve r t i s e m e n t s a r e g r a p h i c i m a g e o n we b , wh ic h i s l i n k e d t o l o c a t i o n ve r i f i e d b y a d ve r t i s e r. I t can be defined as the most p o p u la r t r a f f i c b u i l d i n g t e c h n i q u e i n e ve r y i n d u s t r y a n d c o u l d u s e b o t h brand marketing and direct m a r k e t i n g c am p a i g n s . B a n n e r a d d s a r e r e l a t i ve l y s m a ll p i e c e s o f H T ML c o d e. B u t t h e y a p p e a r o n we b s it e s . B a n n e r a d d s a r e k n o wn a s “ C l ic k Through”. Good banner add reach 2 % - 3 % C T R ( Cl i c k T h r o u g h R a t e ) o r more. T h e r e a r e d i f f e r e n t s i ze o f b a n n e r a d ve r t is e m e n t s o n we b .

Optimizing of landing page Landing page is ve r y i m p o r t a n t factor in online adds campaign as it should p r o vi d e n e ce s s a r y information about the product/ s e r vi c e t o vi s i t o r s . L a n d i n g p a g e should not o n l y c o n s i s t s wi t h same aesthetic appears on a d ve r t i s e m e n t , i t s h o u l d c l e a r l y emphasise the same offers, b e n e f i t s , pr ic e s a s s a m e i n t h e display add. And also it is i m p o r t a n t t o m a i n t a i n t h e li n k b e t we e n d i s p l a y a d d p a g e a n d lading page that brought customers there. Au d i e n c e Ta r g e t i n g To gain b e t t er r e s u lt s from i n ve s t m e n t o f o n l i n e b a n n e r a d d c a m p ai g n , i t ’s ve r y i m p o r t a n t t o identify the target audience of the b u s i n e s s . I t wo u ld e f f e c t c o n ve r t t o c u s t o m e r s wh o click on the add. And also CPM rate(Cost Per T h o u s a n d I m p r e s s i o n ) va r i e s f r o m h o w s p e c i f i c a u d i e n c e t h a t wa n t to target.

Source :The Interactive Advertising Bureau


ONLINE BANNER ADS â&#x20AC;&#x201C; Online Marketing Review

Conversion Tracking Tracking the activities derived from display add is part of campaign strategy. Thought, tracking metrics of clicks and impression are more important, conversion tracking evaluate the more insight results like emails, phone calls and other feedbacks, what advertisements are driving customers to the business.

At t r a c t At t e n t i o n 1. S i ze 2. S h a p e 3. C o l o u r 4. M ot i o n - G I F a d d s i n c r e a s e s CTR rather than normal g r a p h i c a d ve r t i s e m e n t s 5. P o s i t i o n a r e f i ve di f f e r e n t i a l f a c t o r t h a t attract customers by click through. Fast is a Rule, Not an Option I t i s ve r y i m p o r t a n t t o d o n o t m a k e wa i t c u s t o m e r s f o r s e e the online a d ve r t s . All promotional tools should be i m m e di a t e l y vis i b le and readable. And promotional banners should not take more t h a n a m i n u t e t o d o wn l o a d a n d if not it may lead for a big failure in online marketing c a m p ai g n .


ONLINE BANNER ADS – Online Marketing Review

Key elements of a banner advertisement

What not to do 1.

Lost Massage

Poor choice of typography and non standard and less interested images may mislead massage content . 2. False Promises False promises may increase click through customers but not the substantial customers. 3. Too Strong Too strong words “Click here” covering whole ad may not encourage target audience to click on. 4. The Colours Uses of colours is very important and should do very carefully as eye catching or drive eyes away depends on the colours used.


ONLINE BANNER ADS – Online Marketing Review

Amazon rotating banner ads campaign A m zo n .co . u k h a s in t ro d u ce d ro ta t in g b a n n e r a d d ca m p a ign sin ce 2 0 1 0 . I t a llo ws to d isp la y m u lt ip le a d ve rts to ro ta t e wi th in t h e sa m e p la ce o n a ff il ia t e we b si te s. Am a zo n h a s e n su re b e t te r o p t im iza ti o n to ro ta t in g a d d s to m a ke su re b e st p e rf o rm a n ce visib ilit y. It give s f re sh e n ga ge m e n t a n d in sp i ri n g t o vie we rs.

Amazon e – commerce banner adds are in various forms such as 1. Customer review ads 2. Add to cart ads 3. Coupon ads 4. Showcase ads 5. Subscribe and save The chart below describes formats and placements of Amazon’s e- commerce banner advertisements.

Ma n y sta n d a rd b a n n e r a d d s, sp e cia l gra p h i cs f o r sp e cia l a ma zo n p ro m o t io n s , e a sy n a vi ga ti o n s a n d p a yme n ts re f e rra ls u p to 1 0 % o f sa l e s a re a tt ra ct a ff ili a te s f o r p ro m o t e b a n n e r a d ve rt ise m e n t o f a m a zo n .


CONTENT MARKETINGâ&#x20AC;&#x201C; Online Marketing Review

Content Marketing Ac c o r d i n g t o t h e C I M definition Content Marketing is the discipline of creating quality branded editorial content across all media channels and platforms to d e l i ve r engaging relationships, consumer va l u e and measurable success for brands Why w o r l d â&#x20AC;&#x2122;s leading brands focus on content marketing? 1. I n c r e a s e s a l e s - C I M research indicates o ve r 5 0 % o f c o n t e n t marketing consumers s a y i t h a s a p o s i t i ve impact upon purchase decisions, with 61% agreeing that it increases brand p o s i t i vi t y 2. R e t a i n c u s t o m e r s 3. Ab i l i t y t o i n t e g r a t e Modern content m a r k e t i n g c o ve r s a l l the keys in marketing such as print, online, d i g i t a l , m o b i l e , vi d e o and social media 4. B u i l d t h e b r a n d n a m e 5. E n g a g e long term

customers

A m a zo n . c o m h a s r e p u t e d To p 1 0 m o s t vi s i t e d we b s i t e a n d la r g e s t o n l i n e r e t a i l s i t e i n t h e wo r l d . Lo w p r i c e s , m a s s i ve r a n g e o f s e l e c t i o ns are not just help to its r e p u t a t i o n . R i ch n e s s a n d d e p t h o f i t s c o n t e n t a n d c o m m u n i t y wh i c h c o u l d e ve n m a k e a s o c i a l m e d i a p l a t f o r m t o a m a zo n m a y e f f e c t e d e ff i c i e n t l y. Consistence of community of subject m a t t e r e xp e r t s , c o m m u n i t y o f o u t s t a n d i ng wr i t e r s , c o l l e c t i o n o f p r o d u c t d i s c o ve r y t o o l s d e ve l o p e d m a y h e l p t o b u i l d u p va l u e d c on t e n t f o r a m a zo n . H e n c e , A m a zo n p r o d u c t c o n t e n t a l o n g wi t h t h e c o m m u n i t y c o n t r i b u t e d c o n t e n t h a ve become its o n e o f t h e a m a zi n g m o d e r n m a r k e t i n g s t r a t e g y.


VIRAL MARKETING – Online Marketing Review

Viral Marketing

Key benef it s of viral m ark et ing ar e t hat it is f ree : inc ludi ng a li nk wit hi n a s hareabl e c ontent is eas il y int egr ated wit h ot her m ark eti ng and buil ds bac k l ink s autom at ic ally, w hic h helps wi th SEO ( Sear c h Engi ne O pt im is ati on)

C ust om i s ing t he c us t om er s exper ienc e buil ds on t he c us t om er r elati ons hip : m ak i ng it per sonal s t rengthens loyalt y.

T he landing page r eenf orc es the des ir e t o s hare c ontac t inf orm at ion by c onf irm i ng t he pr os pec t s int ent t o obtai n t he inf orm at ion

Ac c u r a t e s t a t i s t i c s a n d p o w e r f u l t r a c k i n g t o o l s h a ve m a d e i t p o s s i b l e i n t h i s d a y a n d a g e t o h a ve e ve r yt h i n g yo u n e e d t o m o n i t o r t h e p r o g r e s s o f yo u r b r a n d a n d k e e p r i s i n g t o n e w l e ve l s o f a w a r e n es s i n t h e m i n d o f yo u r i d e a l c o n s u m e r s . Th i s i s as true in the book trade as in any other market area. Engendering consumer engagement is the n a m e o f t h e g a m e i n vi r a l m a r k e t i n g . G r e a t e r s o c i a l s h a r in g , l e a d s t o h i g h e r l e ve l s o f c o n s u m e r c o n ve r s a t i o n , wh i c h i n t u r n g e n e r a t e s h i g h e r l e ve l s o f c o n s u m e r interest for longer term brand engagement. F i e r c e co m p e t i t i o n p r o m o t i n g b o o k s t o i n cr e a s i n g l y f r a g m en t e d c o n s u m e r g r o u p s o n t h e i n t e r n e t r e q u i r e s t h e ve r y b e s t t o o l s , e q u i p m e n t a n d t e c h n o lo g y a n d i s o n l y o n e p a r t t o a c h i e vi n g s u c c e s s . D e s p i t e t h e a m a zi n g a d va n c e s in tailored email c a m p a i g n s a n d i n t u i t i ve d a t a g a t h e r i n g o f t e n ‘ wo r d o f m o u t h ’ i s s t i l l t h e v e r y b e s t f o r m o f marketing. H o we v e r, t h e a r t o f c o n ve r s a t i o n h a s r e c e n t l y m o r p h e d wi t h t h e ex p o n e n t i a l g r o wt h o f b l o g g i n g , f o r u m s , s o c i a l m e d i a s it e s a n d vi d e o s h a r i n g . C o n s u m e r s a r e constantly sharing and discussing their o p in i o n s a nd t h e G o o d R e a d s s i t e , r e c e n t l y b o u g h t o ve r b y A m a zo n , i s a g o o d e xa m p l e o f a vir a l m a r k e t i n g s o ci a l m e d i a s i t e b e i n g harnessed for the specific advancement of the book trade.


VIRAL MARKETING â&#x20AC;&#x201C; Online Marketing Review

Vi r a l m a r k e t i n g i s m a r k e t in g c o n s t r u c t e d t o a l l o w t h e o p p o r t u n it y f o r t h i s a c t i vi t y t o p r o c e e d t o a m u c h h i g h e r l e ve l . Vi r a l m a r k e t i n g i s n o t g u a r a n t e e d s o m u c h a s s o u g h t a f t e r. W h e n m a r k e t i n g r e a l l y g o e s vi r a l t h e e f f e c t i s t h a t a p a r t i c ul a r s o c ia l m e d ia c o n ve r s a t i o n b e c o m e s e s s e n t i a l l y a c o n ve r s a t i o n wh i c h i s c o ns t a n t l y g o i n g o n a n d c r o s s i n g b a r r i e r s t o a l l d i ff e r e n t t yp e s o f s o c i a l m e di a p l a t f o r m . T h i s c r e a t e s a l ive o n l i n e m u l t i m e d i a c o n ve r s a t i o n i n vo l vi n g t h o u sa n d s o r e ve n m i l l i o n s o f c o n s u m e r s o ve r a s h o r t s p a c e o f t i m e wh i c h m a y b e d i s c u s s i n g a p u b l i s h i n g h o u s e b r a n d , p a r t i c u l a r b o o k l a u n c h o r p o p u la r a u t h o r s l a t e s t o f f e r in g f o r i n s t a n c e wh i l e a t t h e s a m e t i m e c r e a t i n g more and more opportunities for still more consumer interaction. W i t h p e o p l e f r e e l y s h a r in g m e d i a c o n t e n t u s i ng c u r r e n t f o r m s o f t e c h n o l o g y s u c h a s t e xt , e m a i l a n d s o c i a l m e d i a we b s i t e s o n i p a d s , t a b le t s i p h o n e s a n d a n d r o i ds t h i s s p r ea d c a n n o w h a p p e n i n s e c o n d s a n d m i n u t e s . B y t r a c k i n g a l l f o r m s o f s o c i a l m e d ia c o n ve r s a t i o n , b u s i n e s s e s , i n c l u d in g t h o s e in t h e b o o k t r a d e , c a n in s t a n t l y i d e n t i f y a n y s o c i a l m e d i a c o n ve r s a t i o n s p i k e s o c c u r r i n g o n t o p i c ; a n d b y u s i n g t h e l a t e s t t e c h n o l o g y a va i l a b l e t o them they can identify the source. If they can then take appropriate action t h e y wi l l e n s u r e t h a t wh a t e ve r t h e i r c u r r e n t p u b l i c i t y c a m p a i g n i s , i t h a s t h e g r e a t e s t c h a n c e o f vi r a l s u c c e s s p o s s i b l e a n d s o e n g e n d e r lo n g e r t e r m b r a n d engagement.

This video for the book trade has so far achieved 3,787,355 views on YouTube http://youtu.be/SKVcQnyEIT8 Often the ultimate viral marketing goal is to get an online video to go viral i.e. the online video becomes globally popular and receives more than 1million views as well as being talked about and discussed on multiple news sites and media publishers.


VIRAL MARKETING â&#x20AC;&#x201C; Online Marketing Review

The additional return on investment (ROI) and the additional value this generates for brands, titles, authors and publishers is much sought after. It must be understood however that video will only go viral as a result of good planning and delivery and moreover there will always be an element of luck that cannot be guaranteed. Planning for viral marketing is everything in terms of ensuring that the odds are stacked in your favor to ensure that your online video has the best opportunity to go viral. When you achieve thousands of publishers across multiple marketing verticals, coupled with carefully selected media relevant to your book campaign content and brand message the greater degree of audience engagement and higher levels of consumer interaction allow for parallel promotional material to generate even more consumer demand and revenue as well as consequently higher levels of traffic. This video for the book trade has so far achieved 3,787,355 views on YouTube http://youtu.be/SKVcQnyEIT8

Wattpad is a Canadian owned and operated company by Allen Lau, who as long ago as 2003 was a visionary in as much as; he saw that trends were going to head for this kind of product in the future. This vision was born before the entrance of Kindle! Authors can promote their books on Wattpad and the viral mouth

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REFERENCES – Online Marketing Review

REFERENCES Chaffey, D. (January 16, 2012) Digital Marketing strategy [online]. Smart Insights. Available from: www.smartinsights.com [Accessed: Sun Feb 2014]. Distingui, S. (May 2011) the hidden Empire, [online]. Amazon.com. [Accessed: Mon Feb 2014]. Group, B.I.S. (2014) Mission & History [online]. Book Industry Study Group. Available from: https://www.bisg.org/mission-history [Accessed: 09 February 2014 February 2014]. Kampyle (2014) Landing page [online]. Kampyle.com. Available from: www.kampyle.com [Accessed: Mon Feb 2014]. Morgan, J. (November 3, 2010) What is Social CRM? [online]. Social Media Examiner. Available from: http://www.socialmediaexaminer.com/what-is-social-crm/ [Accessed: Mon Feb 2014]. Parsons, S. (2014) Set your website traffic goals [online]. BPlans. Available from: http://articles.bplans.com/running-an-online-business/online-business-strategy/set-your-websitetraffic-goals/155 [Accessed: Mon Feb 2014]. Parsons, S. (n.d.) Set Your Website Traffic Goals [online]. BPlans. Available from: siness/onlinebusiness-strategy/set-your-website-traffic-goals/155 [Accessed: Mon Feb 2014]. Picture: http://pando.com/2013/07/15/year-to-date-data-shows-la-to-be-a-maturing-startupmarket-with-more-upside-ahead/ Trends in inflation and average weekly earning picture: http://academic.mintel.com/display/680028/ http://online-bookstores-review.toptenreviews.com/ http://randomnotes.randomhouse.com/trends-in-consumer-book-buying-infographic/ T. Worstall. (2013). ‘ Fascinating Number: Amazon Is Larger Than The Next Dozen Internet Retailers combined’. February 9. Forbes. [Available Online]: http://www.forbes.com/sites/timworstall/2013/09/01/fascinating-number-amazon-is-larger-thanthe-next-dozen-internet-retailers-combined/ [ Accessed 1 February 2014] Picture: http://www.mondaynote.com/2013/11/18/amazon-and-apple-business-models/ Yahoo Finance. (2013). ‘Barnes & Noble, Inc. (BKS) ’. [Available Online]: http://finance.yahoo.com/q/is?s=BKS [Accessed 11 February 2014] Yahoo Finance. (2013). ‘ Books-A-Million Inc. (BAMM)’. [ Available Online]: http://finance.yahoo.com/q/is?s=BAMM [Accessed 11 February 2014] Yahoo Finance. (2013). ‘ Waterstone Financial, Inc. (WSBF)’. [Available Online]: http://uk.finance.yahoo.com/q/is?s=WSBF&annual [Accessed 11 February 2014] Nielsen Market Research. (2013). ‘ Online Book Buying Grows’. August 6. Nielsen Market Research. [Available Online]: http://www.bookconsumer.com/media-mentions/online-book-buyinggrows.html [Accessed 11 February 2014] Michael Oliver. (2013). ‘ Books and e-books – UK September 2013’. Mintel . September 2013. [Available Online]: http://academic.mintel.com/display/638257/ [Accessed 11 February 2014] Spectacled marketer. (2013). ‘A Quick Look At Key Online Retail Business Models 2013’. Speactacled Marketer. [2013]. [Available Online]: http://www.spectacledmarketer.com/onlineretail-trendsetters-in-2013-a-quick-look-at-key-business-models/ [Accessed 11 February 2014] SBDC Net. (2012). ‘Bookstore 2012’. SBDC Net. [Available Online]: http://www.sbdcnet.org/small-business-research-reports/bookstore-2012 [Accessed 11 February 2014]


REFERENCES â&#x20AC;&#x201C; Online Marketing Review 4webmarketing, 2014. Banner Ads. [Online] Available at: http://www.4webmarketing.biz/banneradds.htm [Accessed 10 February 2014]. Amazon.com, 2010. Amazon associates blog. [Online] Available at: http://amazonassociates.typepad.com/us/2010/03/introducing-new-amazonhomepage-rotating-banner-campaign.html [Accessed 23 February 2014]. Amazon.com, 2014. Amazon Media Group. [Online] Available at: http://www.amazon.com/b/ref=az_adv_ln_dads_ec?&node=6246110011 [Accessed 26 February 2014]. Cheney, P., 2011. Banner Ad Design, s.l.: Hubspot. Content Marketing Association, 2014. Why use Content Marketing. [Online] Available at: http://www.the-cma.com/about-us/why-customer-publishing [Accessed 7 February 2014]. Friedman, J., 2012. 10 ways to build long lasting traffic. [Online] Available at: http://janefriedman.com/2012/11/27/build-long-lasting-traffic-to-website/ [Accessed 21 February 2014]. Internet Advertising Bureau UK, 2014. Defining the future digital advertising. [Online] Available at: http://www.iabuk.net/about/press/archive/affiliate-marketing-lead-generation-adspend-hits-1bn [Accessed 4 February 2014]. Khurana, A., 2014. Whai is Link Buiding. [Online] Available at: http://ecommerce.about.com/od/Ecommerce-SEO/a/What-Is-Link-Building.htm [Accessed 3 February 2014]. Maguire, J., 2014. One Big Cloud. [Online] Available at: http://www.webopedia.com/Blog/2014-is-the-era-of-cloud-computing.html [Accessed 20 February 2014]. metamend, 2014. Search Engine Bots. [Online] Available at: http://www.metamend.com/search-engine-bots.html [Accessed 26 January 2014]. Moz.com, 2014. 2013 Search Engine Ranking Factors. [Online] Available at: http://moz.com/search-ranking-factors [Accessed 1 February 2014]. Nolan, D., 2012. Optimize your URL. [Online] Available at: http://dan-nolan.com/url-optimization/ [Accessed 27 January 2014]. Sandberg, H., 2011. How to use SEO Pyramid Strategy. [Online] Available at: http://seocustomer.com/how-to-use-the-seo-pyramid-strategy/ [Accessed 26 January 2014]. SEOBOOK, 2013. What is a 1 Google Ranking Worth. [Online] Available at: http://training.seobook.com/google-ranking-value#2 [Accessed 30 January 2014]. Tims, A., 2011. Affiliate MArketing :hard but lucrative. [Online] Available at: http://www.theguardian.com/money/2011/may/21/affiliate-marketing-lucrative [Accessed 3 February 2014]. Todd, 2011. Anatomy of the perfect banner ad. [Online] Available at: http://blog.buysellads.com/2011/anatomy-of-the-perfect-banner-ad/? view=infographic [Accessed 21 February 2014].


REFERENCES – Online Marketing Review Tolentino, R., 2012. Pros and Cons of Affiliate Marketing. [Online] Available at: http://www.benchmarkemail.com/blogs/detail/pros-and-cons-of-affiliatemarketing [Accessed 6 February 2014]. WordStream, 2014. WordStream Internet MArketing Software. [Online] Available at: http://www.wordstream.com/serp [Accessed 25 January 2014]. ReachLocal, 2014. Elements pf good display advertising campaign. [Online] Available at: http://blog.reachlocal.com/494604/2012/07/11/5-elements-of-a-good-displayadvertising-campaign-(and-why-they-work).html [Accessed 20 February 2014]. Robrtson, T., 2014. Advantageds and Disadvantages of Affiliate Marketing Models. [Online] Available at: http://smallbusiness.chron.com/advantages-disadvantages-affiliation-marketingmodels-25325.html [Accessed 6 February 2014]. Picture: http://pando.com/2013/07/15/year-to-date-data-shows-la-to-be-a-maturing-startupmarket-with-more-upside-ahead/ Trends in inflation and average weekly earning picture: http://academic.mintel.com/display/680028/ http://online-bookstores-review.toptenreviews.com/ http://randomnotes.randomhouse.com/trends-in-consumer-book-buying-infographic/ T. Worstall. (2013). ‘ Fascinating Number: Amazon Is Larger Than The Next Dozen Internet Retailers combined’. February 9. Forbes. [Available Online]: http://www.forbes.com/sites/timworstall/2013/09/01/fascinating-number-amazon-is-largerthan-the-next-dozen-internet-retailers-combined/ [ Accessed 1 February 2014] Picture: http://www.mondaynote.com/2013/11/18/amazon-and-apple-business-models/ Yahoo Finance. (2013). ‘Barnes & Noble, Inc. (BKS) ’. [Available Online]: http://finance.yahoo.com/q/is?s=BKS [Accessed 11 February 2014] Yahoo Finance. (2013). ‘ Books-A-Million Inc. (BAMM)’. [ Available Online]: http://finance.yahoo.com/q/is?s=BAMM [Accessed 11 February 2014] Yahoo Finance. (2013). ‘ Waterstone Financial, Inc. (WSBF)’. [Available Online]: http://uk.finance.yahoo.com/q/is?s=WSBF&annual [Accessed 11 February 2014] Nielsen Market Research. (2013). ‘ Online Book Buying Grows’. August 6. Nielsen Market Research. [Available Online]: http://www.bookconsumer.com/media-mentions/online-bookbuying-grows.html [Accessed 11 February 2014] Michael Oliver. (2013). ‘ Books and e-books – UK September 2013’. Mintel . September 2013. [Available Online]: http://academic.mintel.com/display/638257/ [Accessed 11 February 2014] Spectacled marketer. (2013). ‘A Quick Look At Key Online Retail Business Models 2013’. Speactacled Marketer. [2013]. [Available Online]: http://www.spectacledmarketer.com/onlineretail-trendsetters-in-2013-a-quick-look-at-key-business-models/ [Accessed 11 February 2014] SBDC Net. (2012). ‘Bookstore 2012’. SBDC Net. [Available Online]: http://www.sbdcnet.org/small-business-research-reports/bookstore-2012 [Accessed 11 February 2014]


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REFERENCES – Online Marketing Review


REFERENCES – Online Marketing Review


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