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Modern Business and the Future Internet

I think the biggest advantage in the modern business mechanism is that Internet Marketing allows the small business to be as big as the big business in the virtual world. Traditional media is just that, what people are use to seeing and absorbing. But the new vehicles of message delivery will soon outpace the traditions. Think about when we wise up and stop killing trees for paper and we go completely electronic. There go the printed papers and magazines. Maybe it won't be tomorrow, but it could be next week. Television is what it is because it is what people have become comfortable with. Even my Dad is starting to make use of Hulu and Netflix more than he watches the actual TV. With inter-connectivity between TVs and desktops, the lines will be blurred and I believe traditional media will be a thing of the past one day. It's almost like the new media opportunities are your arrows, while the traditional forms are the old reliable tanks that will be sure you stay in the battle. Arrows can easily be gathered and sharpened, while the tanks require a lot more maintenance.  

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How Does My Site Get Found? A Web Site Findability Overview.

The concept of findability has been a welcomed addition to my vocabulary. Not only is it a means to ensure your information is conveyed to all who seek to access it. It seems that the principles of findability are really the defining means of the way the search engine spiders crawl the Web, ultimately benefiting SEO goals. Especially when you consider the laws pertaining to accessibility.  My readings have really opened up some intriguing insights that we can really utilize to step further ahead. Just like adding microformats can increase functionality, they will define sub searches of future search engines. Not only are they allowing pinpoint accessibility of information and exchanges of data/goods, they will ensure you are evolving with the Web in its core evolution of content’s structure.  

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Brand Your Brand Awareness—a thoughtful branding expose

I present you with a branding stream of consciousness—brainstorming at work. 

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Branding Laws and the Big Boys

Laws of branding and how Companies implement them.  Based on the book 22 Immutable Laws of Branding. 

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A Thought on The Box

Get rid of the box. People say think outside the box. Go a step further and dissolve the box, or make it a hexagon, whatever. Get out of our realistic mind and think about who you are and what your goals are. Then ponder, ponder, ponder...and let the creativity stream and bring you to a story that will brand you like the best of them. Think about those commercials that make no sense, it is just about getting attention with humor that is memorable. But that is the brand identity, and it works if it fits your products feet.  Each product calls for something different, but each and every one of us can help take our own ideas to the next level. But we have to be willing to push through and see what will truly be effective. 

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The Internet and Technology—A Thought Forward

Do you ever think about would be the advantage of moving some ad dollars away from SEM/SEO towards online publishers?  Traditional media (display media) has been an effective force in marketing and advertising effectiveness. Ignoring this just because innovative technologies are available would be ignorant. We need to learn from the values of these traditional vehicles and apply them to the opportunities afforded by the new. Putting all of your eggs in one basket most always proves a bad idea. By spreading out your budget and using the direct reach and exposures that your targeted messaging creates with online publishers; you can generate some reliable traffic. This traffic would be those interested in what you have to offer, but may not have thought of needing you. An appeal to their curiosity seems effective here in my mind. 

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Behavioral Marketing and What It All Means.

If the Internet user is unaware then absolutely.  Would you like a Google representative hanging out behind you in your house making tracking notes of where you visit on the Web?  How about letting them access your internal microphone and Web cam without your consent?  All are great sources of research for the marketer, but not so right in the ethical realm.  However, if, the user is “overtly” aware, what an amazing tool.  I don’t agree with Google’s decision to automatically opt-in every user in reference to their new “interest-based-advertising” model.  It’s not too hard to set it so every time a browser is used to access Google for the first time since implementation,  to ask the user if they would like to approve Google to track their experience for behavioral marketing research. As long as we are aware, and provide consent, up front, and have control, then all is well in testing land.  

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Listen to Your Consumers. Or They WIll Click Away!

Companies of the old school are scattering, looking for a lifeline to the new school. Their old practices, and control of the mass media, and a very minimal consumer voice allowed them to develop business practices and products that were sub-par to what they should have been.  With the goals of profit as the main motivation most of the time and the growth and reach of the Internet, they are trying to hold on to these old controls, but it is impossible. The companies really need to figure out what the consumer wants, and give them just that. Allowing the consumer to develop the product will be the ultimate benefit when all parties find equilibrium within this evolving architecture. Ethics needs to drive the use of the analysis of user's private behaviors and their comments on unsponsored blogs and message boards. Control is now like a scale between consumer and company. The ones who find the best balance will be the leaders of tomorrow. Testimonials are testimony, like in court, it is the truth, not a sponsored endorsement. I think it's great to use behavior analysis to drive your product and marketing, however, behavior analysis should never be used to create false insights. 

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Ethics in Internet Marketing--a discussion

To start off this week’s discussion I want to provide a link to a great article I found regarding this topic:

http://www.foxnews.com/story/0,2933,293389,00.html

In the article I was drawn to the fact that pharmaceutical company, Seroquel, which makes a drug AstraZeneca—that “allegedly made teenagers ‘more likely to think about harming or killing themselves’"—was caught going in and altering the Wikipedia pages, deleting the information. After this got out the FDA issued a recommendation that pharmaceutical companies should warn about these possible side effects on labeling.

In this case I am more than certain that the company was fully aware of what it was doing. That they do enough preliminary testing to know what are possible and definitive side effects of using a particular drug. With profit interests at the wheel of our modern day medical/pharmaceutical/FDA triad, leading the anti-drug-war, while supporting the manufacturers and pushers of the legal-drug system; there really is no question why they would do this. To sell drugs which supposedly help us in the long run, and to make a profit. The saw bad PR, and just like a case study they would shred, they went in and deleted someone’s Constitutional right to speak, in the interest of the shareholder.

Tobacco now has their warning labels, and before they were required to provide warnings and take responsibility for the deaths their products cause, Camel Joe was a kid’s favorite in the advertising world. I think this points out the infancy we are in with regards to legal and moral codes that need to be established on the Internet. I think if a company does something like this, a great legal ramification would be to make them remove their Web site and all other online mediums that have the interest of the company as the goal for certain amount of time. Just like corporate America is separate from the individual American, so too can the companies be kept separate from the people on the Web. Ultimately, what Seroquel did not understand is that people are smart enough to use the Internet in ways they might not yet be aware of, just like reverse searching an IP address and linking it to the corporate office’s terminal. I do understand, if someone is unfairly bashing a company or product—but that is why slander laws are in place. If this is the case though, then it is easily reversed with proper PR.

Seroquel could have quite simply been honest. Not lie about side effects of their drugs and let the consumers make a wise choice. Instead of being scrupulous, face the negative PR head on. Take responsibility for it. Maybe in the case of a few, the suicidal thoughts would be a good day for them. Bring that to light. Instead of deletion, say “yes, this is true, but…”. There should be a cloak of responsibility that surrounds the corporate conglomerates. Maybe Wikipedia needs to alter the access privileges from IP addresses and email accounts that have any relation to the company. And the government could make it illegal for anyone with corporate relations to an entity to go in and talk about that company on open and social forums. In any case, just like Watergate, when you hide and cover up the truth, these corporations have a legal responsibility to allow free and open communication between consumers. The Internet really makes the truth much easier to get to. 

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How Should I Build My Site Amongst All That Flash?

No matter your business, your function, or your goal, there is a must have when it comes to building any site. This is it must work. It must work for you and for your visitors, customers, and/or users. I am learning Dreamweaver right now and am building a site for a friend who is a sex therapist. Her friend told me the other day, load it up with Flash. I was like, “Okay.” But really, what I meant was, “Whatever.” The biggest lesson I have learned is to not get carried away with the latest glitz and glamour, whether it is Flash or Silverlight. For example, your Flash Web site is not going to display on any mobile device (yet), and there are still limitations and learning curves that are too many to prepare for. It’s the waiting game we play for people to catch up with technology and vice-versa.  

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Your Online Reputation

Are you monitoring the entire Internet, listening out for when your name, your band, your song, label, or anything related to your Online reputation are mentioned? With our simple service, we send you consolidated emails every day—providing you with what was said, where, what it means, and even links to the post so you can engage in the Online conversation about you!

All you do is sign-up for the Online reputation monitoring service and you tell us what keywords you want to track. We will manually set you up in our system and you will start receiving your reports via email every 24 hours. Managing your Online reputation gives you the ability to learn about your fans, while giving you an oppoeruntity to get involved with them all over the Internet.

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Why Structured Data?

The serious musician, record labels, and the majors all do! The use of structured data tags for your music is the next best thing to sliced bread—and groupies. This simple to use tool creates the code for your website elements that allow search engines to understand everything about the content on your page.

In other words, you can now tell search engines everything about your song, and they will make sure it gets served when people are searching for your music! You have the ability to ensure that your music is displayed, exchanged, and shared, as your music, all over the Internet. 

If you don't want to deal with this but feel the value for your music, send this page to your web developer, your manager, or whoever will get this handled!

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