One of the fun things about having written a book about Internet marketing is getting to do interviews. Thanks to Susan Scher of the BlogTalkRadio show, “In Other Words” for the opportunity to take a full hour to discuss why I think that understanding the new dimensions of online communications is so important. Among other things, the interview (linked below) covered topics like “what’s so different about New Marketing,” authenticity, the rise of online video, the empowered consumer, social media marketing, my Attract/Engage/Relate approach to sales funnels, content marketing, and much more. Please enjoy and let me know what think.
In today’s TheTVNews “New Media / New Marketing” video report (which is embedded below at the end of this post), I talk about the tectonic shifts in the online video and TV advertising spaces. Video and TV advertising will never be the same as advertisers take advantage of new video-enabled advertising and marketing tools that are far more targeted and responsive than traditional TV could ever provide. Clearly, the old broadcast “shotgun” approach to advertising is rapidly going the way of the horse and buggy. Today’s advertisers rightly require accountability for their valuable advertising spends.
Also, unlike, traditional TV advertising which is still extremely large in scope, the upstart online video advertising market is continuing to grow rapidly. According to one study, it grew 27% in 2012 and will grow at least 20% next year as well.
For your reference, here are a few links that provide more in-depth insight into these changes in the video-related advertising marketplace, including a new research study on “native video advertising” and a New York Times perspective on “programmatic buying.”
1. ReelSEO: Native Video Advertising Drawing Much Interest from Major Brands which references this Forbes study, “Going Native, How Marketers are Reinventing the Online Video Advertising Experience,“
In the words of the Forbes/Sharethrough study, ” ‘Native advertising’ has emerged as the convergence between original brand video content and dramatically new approaches to distribution that ensure an ad matches the look and feel of a website and does not interrupt the viewing experience in the manner of a television commercial.”
My favorite native video advertisement is the Red Bull “Athlete Machine Kluge” embedded here, but click on “YouTube” in the lower right corner of this clip to view on YouTube… and turn up your volume! 🙂
2. NYTimes: The New Algorithm of Web Marketing
Not only are we living in the era of the empowered consumer, but we are also seeing advertisers take on new power as “programmatic buying” technologies allow advertisers, not media companies to set advertising rates based on the real value of the highly-targeted consumers.
This is a major new trend that I believe can be expected to accelerate rapidly. And, as with all rapid changes, there are those who are dragging their feet. The Times reports, “That shift is punishing traditional online publishers, like newspaper, broadcast and magazine sites, who are receiving a much lower percentage of ad dollars as marketers use programmatic buying across a much broader canvas. Some sites, like CNN.com, refuse to even accept advertising through programmatic buying because they do not want to cede control over what ads will appear.”
Everything old is new again, especially in the online video advertising and TV spaces. Here’s my video comments about what’s linked and discussed above:
As always, I look forward to your thoughts and feedback!
I don’t know how to get more personal than creating a 3-minute video invitation that explains the real value that I know will be available to those who join me in the four-part online course in Internet marketing, Start with a Solid Foundation: Building on the 8 Key Concepts of Sustainable Online Marketing. At the very least, I’m “walking my talk” about using online video; but I hope it’s more than that… By the way, I have a few discount coupons for anyone who signs up by Saturday. Please let me know if you’re interested.
Please check out this video and let me know what you think:
You can also click here to check out an online press release overview of the new book and the new course, “Internet Marketing’s Missing Links Revealed and Illuminated by New Book and Online Course.”
I hope you’ll join us! Any questions? Please use the Contact Us form and I’ll do my best to get right back to you.
I want to help you get a handle on Internet marketing. I wrote a book. I’ve designed a new online course. Now, I’m offering a free introductory webinar in partnership with another thought leader.
As part of the build up to my new online course, “Start with a Solid Foundation: Building on the 8 Key Concepts of Sustainable Online Marketing” I am joining with another small business marketing leader, author and consultant, Christy Strauch (http://www.smallbusinesswarrior.com ) in co-presenting a free webinar introduction called “Demystifying Internet Marketing.”
This is happening in a web browser near you, or via dial-in phone, tomorrow, Tuesday, October 30th, promptly at 11:00AM PT. Click here to register now for this free Internet marketing webinar. And, yes, if you register we will also send you the recording, presuming that all the tech gods co-operate. 😉
We hope you will join us!
I’m thrilled to announce a brand new online course as part of our NewMarU.com start up:
Start with a Solid Foundation:
Building on the 8 Key Concepts of Sustainable Online Marketing
There will be four one-hour state-of-the-art online sessions, all within a two week period. Here’s the dates
- Tuesday Nov. 6th
- Thursday Nov. 8th
- Tuesday, Nov. 13th
- Friday, Nov. 16th
All at Noon PT, 3pm ET (9am next day in NZ)
Helping people to do Internet marketing right is why I wrote my new book, Internet Marketing: 8 Key Concepts Every Business MUST Know.
NOTE: This will be a small group. There will be time for you to get your questions answered personally, and I will also give you direct feedback on your progress and step-by-step accomplishments as you grow your own online presence.
Each one-hour sessions will have a specific area of focus:
- Session 1: Know Your Fundamentals
- Session 2: Choose Your Building Blocks
- Session 3: Be Your Best By Using Best Practices
- Session 4: Marketing Fueled by Your Own Sustainable Energy
Please click here to learn more! And please let me know if you have any questions whatsoever. I’d love to see you there.
Wishing you every success,
We are thrilled with this new review on BlogCritic.org of Jon’s new book, “Internet Marketing: 8 Key Concepts Every Business MUST Know.” Among other clear and articulate nuggets, Tara Hornor says:
“The author, Jon Leland lays out a systematic approach to marketing that both encompasses a strategic vision for authenticity married with practical, functional tactics.”
“Internet Marketing is a short read at about 85 pages, but you’ll find that every page is packed with powerful information. It’s a distilled version that could be hundreds of pages if Leland wanted to fill the book with fluff. Instead, he provides a very refined and focused piece that is brimming with uniquely centered and balanced approaches to both big picture strategy and down-to-earth tactics for Internet marketing.”
We are grateful. She got it! 🙂
I was delighted to be interviewed by my friends at the Hoffman Institute Foundation on their Hoffman Connection Internet radio program hosted by VoiceAmerica. It was fortuitous and synchronistic that the interview was scheduled (as it turns out) on September 11th, just one day after my new book, “Internet Marketing: 8 Key Concepts Every Business MUST Know” went live on Amazon (and on what would have been my mother’s 99th birthday.)
The energy was sparkling, it seemed to me, over the course of this hour-long program. With interviewers Hoffman Institute co-founder, Raz Ingrasci, and Hoffman teacher and psychotherapist, Ed McClune, we explored some of the main ideas in my “8 Concepts” including the role of authenticity in marketing (not an oxymoron), the different types of Internet marketing (SEO, PPC and social media), what makes New Marketing different from Old Marketing, how I decided to self-publish the book, and much more.
I hope you enjoy this free audio program and I sincerely look forward to your feedback. Thanks for listening!
Just click below to listen now, and feel free to use the share link as well! 😉
New Book: Your Primer on Internet Marketing
This is a special day. My new book, “Internet Marketing: 8 Key Concepts Every Business MUST Know,” which has been in the works literally for years, is available as of TODAY on Amazon.com, in both a Kindle and a full-color print editions:
The back cover reads:
Welcome to the most practical and concise introduction to Internet marketing available.
This book’s top-level conceptual overview opens a whole new world of online opportunities for both those who are just getting started as well as those who may be struggling to find traction. After clarifying the inefficiencies of Old Marketing, “Internet Marketing: 8 Key Concepts Every Business MUST Know” illuminates the fundamentals of New Marketing with clarity, the author’s palpable enthusiasm and even a bit of humor.
Enjoy the ride. The toothpaste is not going back into the tube. New Marketing is here to stay and because it will continue to evolve rapidly, the sooner you get involved the better.
Internet Radio Interview on Tuesday (and On-Demand)
To kick off the book launch, I’m psyched about being on the Hoffman Institute’s Internet radio show this Tuesday at 4pm PT. We’ll talk about my new book, “Internet Marketing: 8 Key Concepts Every Business MUST Know,” authenticity in marketing (not an oxymoron), and give away free copies of the book.
What Everyone Should Know About Their Online Presence Radio Webcast
Date & Time: September 11, 2012, 4:00pm PT
Where: via webcast at http://www.hoffmaninstitute.org/radio-show/ (click this link to listen anytime via their archives)
Guest: Jon Leland
Interviewers: Raz Ingrasci & Ed McClune
Program Description: In this age of social media and connectivity, you may be wondering just what exactly your image looks like in cyberspace. And if you are, it is a critical question to ask. This week on the Hoffman Connection find out everything you’ve ever wanted to know and SHOULD know about your online presence. Jon Leland, Social Media and Marketing guru joins us to share tips, facts and the latest need-to-know information on how to put yourself out there!
Hope you can join us.
If you have a blog and would like a guest post excerpt from the book, or would like to do your own interview, please let me know!
This Guest Post is by Tara Hornor of Creative Content Experts
There was a time when word of mouth marketing could only move at the speed of human speech. Business owners handed out stacks of business cards to customers for their referral program. Neighbors leaned over fences to discuss the finer points of various products and services. Life was about keeping up with the Joneses. Oh, how times have changed.
Radio and television sped up this marketing technique significantly. Word of mouth marketing grew exponentially as use of the Internet became more popular. Now word of mouth marketing moves at the speed of social media, which sometimes seems faster than the speed of light.
Consumers are more likely to make a purchase or use a service if the product or service has positive reviews from family members, friends, acquaintances, even fellow consumers who are otherwise strangers. While word-of-mouth marketing sometimes just happens, there are a few techniques you can employ to help encourage and speed up the process.
Here are a few of the advantages of Web and social media powered word-of-mouth marketing follow by some useful tips to help you get the most out of your efforts.
Can’t Avoid Word of Mouth Marketing
Studies confirm that word of mouth marketing drives 20-50 percent of purchase decisions. First time purchases are especially affected. Purchases that offer a higher risk benefit the most from word of mouth exposure because consumers have much more at stake. For example, if your company is new, try to get some reviews of your products. This acts as a word of mouth reference for peers.
Consumers trust friends more than ad campaigns. Of course, circles of trust now include virtual friends as well as real friends. Word of mouth marketing offers businesses a host of tangible benefits, including:
Stand Out in the Crowd
Consumers are faced with abundant choices. Everyone is competing to be heard. Word of mouth marketing silences the competitors more easily by using trusted recommendations. This is where reviews, Twitter tweets, and Facebook posts about your products and services are priceless.
Savvy business owners who cultivate and nurture relationships with influential bloggers and commenters can leverage their authority. With the right tools and incentives, businesses can turn influencers into brand advocates. Having an influencer who authentically puts their weight behind your products and services can easily be the difference between a sale and a click away from your site.
Speed Up Sales
Word of mouth marketing enables consumers to decide faster. Input from trusted sources allows consumers to put aside any reservations and take a chance on a new product or service. Instead of “thinking about it” and maybe coming back to your site, with some word of mouth support an immediate sale is far more likely.
Modern Word of Mouth Advertising 101
The Internet offers an almost infinite number of hubs for virtual meetings to occur. Today’s version of the “fence out back” encompasses the entire world. Businesses can create virtual storefronts and communities for visitors to socialize in. The corner store has now housed itself in social media. Businesses can easily build brands by following a few simple word of mouth marketing techniques:
- Put audience interests in the forefront by engaging them with interesting posts and updates.
- Use photos and videos to show audiences, instead of telling.
- Design all content around the interests of the target market, focus on their agenda, nor yours.
- Show people using products, not just product still life images.
- Integrate reviews, likes, shares, and tweets from various social media resources.
- Encourage customers to write reviews on your site as well as via review sites such as Yelp.
- Provide incentives for reviews, both negative and positive, such as a discount or free gift.
- Make sure to include negative reviews with the positive, as this validates reviews.
Bonus resource: If you want more info on how to engage “influential talkers,” here’s a useful educational video via WordofMouth.org -> Ant’s Eye View’s Jake McKee on how to work with influential talkers
The typical social media user has an average audience of 100 or more. For the average person, that’s 4 times the immediate influence than in days gone by. Word travels much faster than it used to. Therefore, get customers excited about and involved in your company by engaging them on social media sites, your website, and blogs with interesting and helpful information.
Social media tools provide an excellent vehicle for businesses to connect with more consumers more efficiently. The modern water cooler conversation now takes place on social media sites and through product reviews. So get involved with your customers on these sites and be a part of the conversation. As the buzz around your business grows, keep an eye out for an increase in sales to increase alongside of your success with word of mouth marketing.
Tara Hornor has found her niche writing about marketing, advertising, branding, web and graphic design. She writes for PrintPlace.com, a company that offers online full color printing for business cards, catalogs, posters, brochures, and promotional postcards. Connect with @TaraHornor on Twitter.
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