Social Networking Research

Permission marketing

Permission marketing ensures that the customer wants to receive a business communication and what form of communication they want to receive it in for example SMS or email. This creates a more meaningful relationship with the customer as the business is not sending marketing information to customers that do not want to receive it.Customers can also choose to cease communication at any time.
(Cassidy 2002)

http://www.warc.com.ezproxy.lib.uts.edu.au/ArticleCenter/Default.asp?CType=A&AID=WORDSEARCH72351&Tab=A\

The ClueTrain Manifesto

The Cluetrain Manifesto relates to how large companies have lost touch with their target markets. They can no longer just dictate messages through traditional advertising, they need to start a conversation with their potential target markets and allow that market to talk back to them. The internet is a useful way of starting a two way conversation that can create meaning with a company’s clients.

Viral Marketing - Successful examples

A marketing strategy that encourages people to pass on your marketing message to others this concept is based on the basic human nature of passing something that they found useful on to people in their social network. They use pre-existing social networks to increase brand awareness and pass on marketing messages voluntarily. Viral promotions can take the form of emails, video clips, flash games, eBooks, branded software, or text messages. The goal of marketers is to identify people with high Social Networking Potential and create a message suited to their target market that will have a high probability of being passed on. Offer something to target markets that they will get for free that they will find useful.
Successful Examples – You Tube and Google both worked very well as they were websites that people found very useful and used little effort.
Payload – what do you want people to click on your website.

http://www.gofish.com/player.gfp?gfid=30-1193670

Social Media Marketing

The process of marketing your business or website through social media marketing channels. A low cost method that will attract a large amount of visitors to a website and will make a website profitable over time.
Primary Traffic – Visitors that come directly from social media websites
Secondary Traffic – Traffic that has been referred from websites that have links to and send you visitors after they come across your content through social sites.
To be successful a website must have a core group of supporters who are willing to make purchases and recommend your site to others. The more supporters you have the faster word will spread.

CPC vs CPM vs CPA - what are the differences

Cost per Click – In the middle of the online pricing spectrum. Forces the advertiser to make sure their advertisement is relevant as they are paying per click and want to make it worthwhile.

Cost Per Thousand – Portal displays an advertisement as often as they can until the advertisers budget is exhausted. Advertisers don’t really get a good guarantee from the performance from this model

Cost per Action- Advertisers only pay when a specific action has been performed. The risk is shifted to the publisher because an advertisement can be clicked on and displayed as many times with no cost to the advertiser. If the advertiser’s message is not compelling enough it is a potential waste of the publisher’s resources.

http://www.allthingssem.com/cpm-cpc-cpa/


Email Direct Marketing

An email based campaign where advertisements are sent to a targeted list of recipients. The sender can use customer segmentation techniques to ensure the message is sent to the appropriate group. This technique is more sophisticated than spamming as the recipient can be address and an individual. Metrics are often tracked so the sender can receive feedback on the effectiveness of the campaign.

http://searchcrm.techtarget.com/sDefinition/0,,sid11_gci938039,00.html