1. It is better to be first than it is to be better.
2. If you can't be first in a category, set up a new category you can be first in.
3. It is better to be first in the mind than to be first in the marketplace.
4. Marketing is not a battle of products, it's a battle of perceptions.
5. The most powerful concept in marketing is owning a word in the prospect's mind.
6. Two companies cannot own the same word in the prospect's mind.
7. The strategy to use depends on which rung you occupy on the ladder.
8. In the long run, every market becomes a two horse race.
9. If you are shooting for second place, your strategy is determined by the leader.
10. Over time, a category will divide and become two or more categories.
11. Marketing effects take place over an extended period of time.
12. There is an irresistible pressure to extend the equity of the brand.
13. You have to give up something to get something.
14. For every attribute, there is an opposite, effective attribute.
15. When you admit a negative, the prospect will give you a positive.
16. In each situation, only one move will produce substantial results.
17. Unless you write your competitor's plans, you can't predict the future.
18. Success often leads to arrogance, and arrogance to failure.
19. Failure is to be expected and accepted.
20. The situation is often the opposite of the way it appears in the press.
21. Successful programs are not built on fads, they're built on trends.
22. Without adequate funding, an idea won't get off the ground.
SOURCE: The 22 Immutable Laws of Marketing
Tuesday, November 25, 2008
The 11 Immutable Laws of Internet Branding
1. The Law of Either/Or asserts that the Internet should be viewed as an entirely new business, starting from scratch, not just a new medium through which an existing business will be communicating it's message. Well, maybe. Though some of the strongest Internet brands, such as Amazon.com and eBay.com are Web-only companies, I think there's a big place for brick-and-mortar businesses to go online and establish their brands there, too. We're still early in the game.
2. The Law of Interactivity contends that a website must be interactive in order to succeed. That interactivity is not just selecting from a menu, but typing in instructions and having the site deliver the information in the form you requested it. That's an ideal, but I'm not convinced it's essential for success.
3. The Law of the Common Name argues that common names such as Art.com or Advertising.com are poor brands. I'm not so sure I agree. After all, ArtUFrame.com doubled its sales the month after it acquired art.com.
4. The Law of the Proper Name asserts that proper names are to be preferred to generic names. This is the flip side of "immutable" law #3 that is unconvincing. But the authors give great advice on selecting a name. They suggest that the best names will follow most of these eight principles: (1) short, (2) simple, (3) suggestive of the category, (4) unique, (5) alliterative, (6) speakable, (7) shocking, and (8) personalized.
5. The Law of Singularity affirms that, whereas in the "real world" there is room for a number two brand, on the Internet there is room for only one. Smaller businesses must be niche players, but they too must be number one in their chosen niche. I'm not sure I agree with this one either; it's just too early to tell.
6. The Law of Advertising concludes that advertising off the Net will be a lot bigger than advertising on the Net. Maybe so, but I think this is oversimplified; its examples are primarily banner ads, while e-mail marketing is scarcely mentioned.
7. The Law of Globalism claims that the Internet will demolish all barriers, all boundaries, and all borders. Here's a law I agree with.
8. The Law of Time contends that the brand that is first into the prospect's mind has the advantage, not necessarily the first into the marketplace. I would agree with that one, too.
9. The Law of Vanity says that you shouldn't try to include more and more categories under a single brand. This is the same argument against "brand extension" that Ries and Trout put forth in The 22 Immutable Laws of Marketing in 1994. Ries and Ries counsel the reader to keep the original brand focused, and instead, launch a new brand. Thus Amazon's move to be a department store while it is associated in the prospect's mind with books and CDs is risky. So is Yahoo's move to place every kind of service under its brand name. Perhaps so. I deliberately followed this advice when I launched my successful new Doctor EbizTM brand http://doctorebiz.com rather than trying to extend the Web Marketing Today® brand. I think the authors touch on an important point here.
10. The Law of Divergence goes against the current obsession with technologies such as the telephone, TV, and PC converging. Rather, say the authors, technologies diverge into PCs, PDAs, minicomputers, mainframes, laptops, etc. Therefore, they continue, Internet brands built on "you can get it all done here at this single site," all-in-one services, are going against the laws of nature. Maybe, but I doubt whether this observation should qualify as one of Internet branding's 11 immutable laws.
11. The Law of Transformation says that the Internet will transform all aspects of our lives. Examples are paper directories, paper catalogs, full color brochures, the telephone industry, classified ads in newspapers, post office mail volume, financial services, and parcel delivery. Agreed. Internet retailing will focus on price while "outernet" retailing will focus on service. Yes, but I'm not sure that theory qualifies as an immutable law either.
SOURCE: Book Review: The 11 Immutable Laws of Internet Branding
2. The Law of Interactivity contends that a website must be interactive in order to succeed. That interactivity is not just selecting from a menu, but typing in instructions and having the site deliver the information in the form you requested it. That's an ideal, but I'm not convinced it's essential for success.
3. The Law of the Common Name argues that common names such as Art.com or Advertising.com are poor brands. I'm not so sure I agree. After all, ArtUFrame.com doubled its sales the month after it acquired art.com.
4. The Law of the Proper Name asserts that proper names are to be preferred to generic names. This is the flip side of "immutable" law #3 that is unconvincing. But the authors give great advice on selecting a name. They suggest that the best names will follow most of these eight principles: (1) short, (2) simple, (3) suggestive of the category, (4) unique, (5) alliterative, (6) speakable, (7) shocking, and (8) personalized.
5. The Law of Singularity affirms that, whereas in the "real world" there is room for a number two brand, on the Internet there is room for only one. Smaller businesses must be niche players, but they too must be number one in their chosen niche. I'm not sure I agree with this one either; it's just too early to tell.
6. The Law of Advertising concludes that advertising off the Net will be a lot bigger than advertising on the Net. Maybe so, but I think this is oversimplified; its examples are primarily banner ads, while e-mail marketing is scarcely mentioned.
7. The Law of Globalism claims that the Internet will demolish all barriers, all boundaries, and all borders. Here's a law I agree with.
8. The Law of Time contends that the brand that is first into the prospect's mind has the advantage, not necessarily the first into the marketplace. I would agree with that one, too.
9. The Law of Vanity says that you shouldn't try to include more and more categories under a single brand. This is the same argument against "brand extension" that Ries and Trout put forth in The 22 Immutable Laws of Marketing in 1994. Ries and Ries counsel the reader to keep the original brand focused, and instead, launch a new brand. Thus Amazon's move to be a department store while it is associated in the prospect's mind with books and CDs is risky. So is Yahoo's move to place every kind of service under its brand name. Perhaps so. I deliberately followed this advice when I launched my successful new Doctor EbizTM brand http://doctorebiz.com rather than trying to extend the Web Marketing Today® brand. I think the authors touch on an important point here.
10. The Law of Divergence goes against the current obsession with technologies such as the telephone, TV, and PC converging. Rather, say the authors, technologies diverge into PCs, PDAs, minicomputers, mainframes, laptops, etc. Therefore, they continue, Internet brands built on "you can get it all done here at this single site," all-in-one services, are going against the laws of nature. Maybe, but I doubt whether this observation should qualify as one of Internet branding's 11 immutable laws.
11. The Law of Transformation says that the Internet will transform all aspects of our lives. Examples are paper directories, paper catalogs, full color brochures, the telephone industry, classified ads in newspapers, post office mail volume, financial services, and parcel delivery. Agreed. Internet retailing will focus on price while "outernet" retailing will focus on service. Yes, but I'm not sure that theory qualifies as an immutable law either.
SOURCE: Book Review: The 11 Immutable Laws of Internet Branding
Tuesday, November 18, 2008
AdSense Calculator
The AdSense Calculator helps Google AdSense affiliates understand what affects their earnings by letting them experiment with values.
It also allows Google AdSense users to take their current statistics and calculate how much they can expect to earn daily, monthly and yearly. Site owners who are considering implementing AdSense on their site(s) can also use this tool to estimate what results they are likely to see.
Daily Page Impressions
Daily page impressions indicate how many times ads are shown per page. You can use your average, anticipated, or current daily page impressions for this
Click Through Rate (CTR)
This figure represents how many visitors actually click your advertisements. You can find this easily on your Google AdSense stats page labeled "CTR." The average rate is estimated to be about 1.5%.
Cost Per Click (CPC)
Your CPC is the average of how much you get paid for someone clicking one of your advertisements. To find your average CPC take you’re the amount of money you have earned from AdSense (daily, monthly, or all time) and divide it by your total clicks (daily, monthly, or all time).
source: http://www.seochat.com
It also allows Google AdSense users to take their current statistics and calculate how much they can expect to earn daily, monthly and yearly. Site owners who are considering implementing AdSense on their site(s) can also use this tool to estimate what results they are likely to see.
Daily Page Impressions
Daily page impressions indicate how many times ads are shown per page. You can use your average, anticipated, or current daily page impressions for this
Click Through Rate (CTR)
This figure represents how many visitors actually click your advertisements. You can find this easily on your Google AdSense stats page labeled "CTR." The average rate is estimated to be about 1.5%.
Cost Per Click (CPC)
Your CPC is the average of how much you get paid for someone clicking one of your advertisements. To find your average CPC take you’re the amount of money you have earned from AdSense (daily, monthly, or all time) and divide it by your total clicks (daily, monthly, or all time).
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Adsense Calculator Tool © SEO Chat™ | ||||
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source: http://www.seochat.com
Monday, November 17, 2008
Differences Between the Major Search Engines
Although the basic principle of operation of all search engines is the same, the minor differences between them lead to major changes in results relevancy. For different search engines different factors are important. There were times, when SEO experts joked that the algorithms of Yahoo! are intentionally made just the opposite of those of Google. While this might have a grain of truth, it is a matter a fact that the major search engines like different stuff and if you plan to conquer more than one of them, you need to optimize carefully.
There are many examples of the differences between search engines. For instance, for Yahoo! and MSN, on-page keyword factors are of primary importance, while for Google links are very, very important. Also, for Google sites are like wine – the older, the better, while Yahoo! generally has no expressed preference towards sites and domains with tradition (i.e. older ones). Thus you might need more time till your site gets mature to be admitted to the top in Google, than in Yahoo!.
source: http://www.webconfs.com
There are many examples of the differences between search engines. For instance, for Yahoo! and MSN, on-page keyword factors are of primary importance, while for Google links are very, very important. Also, for Google sites are like wine – the older, the better, while Yahoo! generally has no expressed preference towards sites and domains with tradition (i.e. older ones). Thus you might need more time till your site gets mature to be admitted to the top in Google, than in Yahoo!.
source: http://www.webconfs.com
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