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The internet, like every other field, has a language all its own. And when it comes to marketing on the internet, the labels proliferate rapidly. Can you tell “search engine marketing” from “search engine optimization?” How about “website promotion” from “online promotion?” Can you tell your Yahoo Yellow Pages from your Yahoo Local? Or “pay-per-click,” from “pay for performance,” not forgetting “paid inclusion?” Is it any wonder people are confused? Adding to the confusion, many of these phrases are shortened to acronyms (SEO, PPC, SEM, to name a few). Next week, at a seminar for professional marketers, participants will wrestle with the issue of SEM for SMEs. This rapidly growing field is in dire need of simplification and organization. As a starting point, it would be good to just have a name for all of it. And that’s where the term “internet marketing” comes in.
Consider this: twice in the past week I have seen an online press release turn into an offline publicity placement. In the first instance, an online press release about an antiques-related website was picked up by a leading consumer magazine, who wanted to use images from the client’s website in an upcoming article. Full credit, of course, goes to the client and their website. In the second instance, an online press release about marketing was picked up by a writer for an offline business magazine. The writer wants to interview the creator of the press release for an article about the migration of local print advertising onto the internet. I especially love the irony of the second one – an online release is picked up by an offline magazine for a story about how advertising is moving from the offline to the online space.
But are these example of traditional P.R? Or is it online P.R? Perhaps it’s website promotion? The answer, of course, is that in this amazing new world of interconnectivity, a P.R. campaign can be any of these things, often more than one thing, and it can frequently morph into something unexpected. That’s the beauty of the internet. And because the internet is the cause of this phenomenon, the most obvious choice for an umbrella term, under which a growing variety of promtional techniques can be organized, is “internet marketing”.
The term “internet marketing” is still somewhat slippery, and may mean different things to different people. But as an umbrella phrase it is very useful because it’s so comprehensive. It is clear that a broad new discipline is emerging, one which crosses media lines in many directions. As this broad discipline emerges, its various subsets - “search engine optimization,” for example, or the rather ambiguous “search engine marketing” - should be seen as tools within the larger framework, components to be utilized, with or without other components, depending on the marketing needs of each project.
A working definition is that internet marketing is any kind of marketing that begins on the internet and promotes something. (Usually it will promote a website, as a destination in itself or a gateway to further interaction, but it doesn’t have to follow that route.) And of course, just because a promotion begins on the internet, it doesn’t mean it will end there. Under the umbrella term “internet marketing,” exists a wide array of options: search engine optimization, pay-per-click, paid-inclusion, search engine submissions, directory submissions, link campaigns, online press releases, website copywriting, internet yellow pages, email campaigns, newsletters and ezines, and recently, blogging and RSS feeds. The list is by no means exhaustive. These promotional methods all fit under the broad umbrella term, internet marketing.
How does this help a typical marketer? To illustrate, let’s use the case of a client whose website is languishing on the web – it needs more traffic. It’s the most common request to our internet marketing company, SmallBusinessOnline.net. Should the website owner go directly to a search engine optimization specialist? Not necessarily. Search engine optimization may not be the answer at all. The client is better served by having the project assessed by a company with a broad approach to internet marketing, rather than to a niche specialist. The work may involve an email campaign, or development of a newsletter, or an RSS solution, or an IYP ad, or whatever the solution may be – and frequently the solution involves a combination of activities. It all depends on the the nature of the website, and how that site may best be marketed. Every client is unique, and every project has a unique solution. This is not to say that the search engine optimization specialist is irrrelevant. Far from it. But the initial assessment is best made from the broadest perspective.
Today, the field of internet marketing is a crazy patchwork quilt of competing claims and shrill promises. This is not good for anybody. As the inte ...
Author: Neil Street
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About Quilting Make 15" square basket quilt blocks in traditional Amish style, or vary your fabrics for a slightly Amish look. The quilt block pattern includes instructions for single quilt blocks (perfect for scrap quilts), but on page 3 you'll find directions to help you make the 63" x 63" quilt illustrated here. Amish Style Miniature Quilt Pattern New: Slightly Amish Basket Quilt Pattern originally appeared on About.com Quilting on Wednesday, July 28th, 2010 at 12:21:57. Permalink | Comment | Email this New Gallery & Lots of Gallery Updates The Memory Quilts Gallery is brand new this weekend, and the first quilts displayed there represent a range of purposes and techniques. I've spent most of the past two days going through my backlog of photo submissions and I'm happy to say... whew! I'm nearly finished (only a few pics remain). You'll find new photos in every gallery linked below. Baby Quilts Regatta Quilt by Patti Dubreuil New Gallery & Lots of Gallery Updates originally appeared on About.com Quilting on Sunday, July 25th, 2010 at 20:57:23. Permalink | Comment | Email this Miniature Bear's Paw Quilt Pattern This little quilt measures about 19-inches square. It's made from four 3-1/2-inch Bear's Paw quilt blocks that are surrounded by cornerstones and pieced sashing. A dark inner border and a floral outer border complete the little quilt. Everything is quick and strip-pieced. Half square triangle units used in blocks finish at 1/2", but you can make them perfectly every time but assembling the units slightly larger than necessary and then cutting each one back to the exact size before sewing. Photo © Janet Wickell Miniature Bear's Paw Quilt Pattern originally appeared on About.com Quilting on Friday, July 23rd, 2010 at 09:10:54. Permalink | Comment | Email this Summertime Baskets Block in Two Sizes: 20" and 10" I love it when the native plants are blooming like crazy and blossoms and fruit are in motion. And it's an incredible sight to gaze out across the Blue Ridge Mountains in the spring to watch the progression of green as it moves higher in elevation. I call that progress greening up the mountain, and have thought forever that the theme would make a good landscape quilt. I even started a miniature version years ago in a class with Jo Diggs, and rediscovered the project awhile back when we unpacked some boxes. Now I just have to find the time to work on it. Spring and summer always brings out the basket blocks, too. This version is in the deeper colors of summer, but would work well with any theme. I think it would be lovely sewn with solid fabrics in the Amish tradition, even if you decide to add some reds and other zesty colors we don't typically see in traditional Amish quilts. I've included instructions for two blocks sizes, a 20" and a 10". Choose whichever works for you. On the About.com Network Since we're talking about baskets and flowers, take a look at the decoupaged garden seed container on our Family Crafts site. Sherri's come up with a cute and useful project for your gardening friends. © Janet Wickell Summertime Baskets Block in Two Sizes: 20" and 10" originally appeared on About.com Quilting on Monday, July 19th, 2010 at 12:07:00. Permalink | Comment | Email this A Joyous Celebration Mini Quilt Pattern Speed piecing techniques make stitching this little quilt a breeze. The light fabric that surrounds the stars blends with the pictorial angel fabric used in the center of the snowball blocks, giving the snowballs an on-point appearance even though all blocks are sewn together side by side. The quilt measures 29-1/2" square. photo © Janet Wickell A Joyous Celebration Mini Quilt Pattern originally appeared on About.com Quilting on Friday, July 16th, 2010 at 06:10:04. Permalink | Comment | Email this Catching the View Quilt Pattern The three kitty cats in this quilt are peering through windows at all the summer flowers outside, and you can bet they're keeping an eye on the butterflies flying around the garden. This has been a popular pattern with readers, and although it does have set-in seams at the mitered frames, it is not difficult to assemble. Photo © Janet Wickell Catching the View Quilt Pattern originally appeared on About.com Quilting on Tuesday, July 13th, 2010 at 16:35:04. Permalink | Comment | Email this Star Quilt Patterns Patchwork star quilt designs are an all-time favorite, so you'll find star patterns scattered throughout the About.com Quilting Web site. I've linked to several choices below, but there are more. The list includes blocks and quilts in a range of sizes, starting at 6" square (you'll find a few options for smaller blocks) and moving upwards. Star blocks are the perfect starting point for holiday quilts -- just change the fabrics to make any pattern to suit your needs. Star quilts are often made up of half square triangle units, a popular quilting component that you'll encounter often. Use my triangle squares tutorial to learn an easy (and accurate) construction method. Framed Friendship Stars Quilt Pattern Star Quilt Patterns originally appeared on About.com Quilting on Saturday, July 10th, 2010 at 15:09:05. Permalink | Comment | Email this Domino Quilt Block & Quilt Pattern The Domino quilt block finishes at 9" square, with small units that are a nice size for baby and toddler quilts, but perfectly fine for a bed-sized quilts, too. The Domino quilt block pattern includes instructions for making a single quilt block, for those of you who like to go scrappy, plus directions for 20-strip pieced Dominos. The 20 blocks can be used in the Domino baby quilt shown on page 4 of the pattern, or in another quilt of your own design. Before beginning, new quilters should make sure they're okay with sewing a quarter inch seam and with rotary cutting long strips of fabric. Domino Quilt Block & Quilt Pattern originally appeared on About.com Quilting on Thursday, July 8th, 2010 at 09:44:00. Permalink | Comment | Email this Attic Ribbons Quilt Pattern Attic Ribbons is a 70" x 94" quilt made from 12" Attic Windows quilt blocks. Some of the blocks feature applique motifs, but you can eliminate the applique if you wish, or use one of my easy suggestions to simplify construction while still adding a bit of variety to the windows. Use different colors to create your own unique theme, and sew fewer or more blocks to alter its finished size. Setting-in is not a difficult method -- do give it a try. Attic Ribbons Quilt Pattern originally appeared on About.com Quilting on Monday, July 5th, 2010 at 14:55:34. Permalink | Comment | Email this Greek Cross Quilt Block & Quilt Pattern Greek Cross quilt blocks are all about color value, and you can dramatically alter their appearance by shifting value positions within the block. I've included a quilt layout suggestion (along with yardages and extra instructions, of course) and drawings that illustrate value variations. Greek Cross is such a simple block, but it can be either traditional or dramatic, depending on your fabric choices. Janet Wickell Greek Cross Quilt Block & Quilt Pattern originally appeared on About.com Quilting on Sunday, July 4th, 2010 at 08:31:07. Permalink | Comment | Email this Newsfeed display by CaRP |
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