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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 This little quilt was fun to make, and is a take-off of a bed quilt my sister, Donna, made for me many years ago, a pitchers and bowl design inspired by my collection of vintage spongeware. And there's a story behind that quilt. She had assembled a double or queen version (time has erased that bit of my memory) and then learned I bought a king sized bed. So she reworked the quilt to make it larger. I think most people would have left it as-is, but Donna wanted it to be just right. She even made matching throw pillows. I reduced the scale of the pitchers for this wallhanging and combined them with foundation pieced Courthouse Steps quilt blocks, a variation of the traditional Log Cabin design. © Janet Wickell Pitchers for Tildy's Cabin Quilt originally appeared on About.com Quilting on Thursday, February 9th, 2012 at 06:15:42. Permalink | Comment | Email this Wonky Log Cabin Quilt Block Pattern You'll have fun with the wonky log cabin quilt block pattern. Make the blocks from structured fabrics if you like, or grab strings from your stash and go entirely scrappy. This quilt block is one of the easiest you'll ever make -- its patches do not have to be cut to exact sizes and its seams can vary -- angle the strips this way and that to increase the design's wonky appearance. Blocks in the photo were stitched to resemble a wonky version of one traditional log cabin layout -- the pattern includes tips to help you change the look. Follow About.com Quilting on Facebook Photo © Janet Wickell Wonky Log Cabin Quilt Block Pattern originally appeared on About.com Quilting on Monday, February 6th, 2012 at 07:45:55. Permalink | Comment | Email this Oriental Attic Windows Quilt Block Pattern I really like Asian themed fabrics, but sometimes I have a hard time visualizing blocks that fit the look. But I love this Oriental Attic Windows design. Each quilt block is made from three pieces of fabric -- and sewn together with only two seams. Yes, the block has a mitered corner, but the easy sewing method will erase any fears beginners might have about tackling miters. I promise, it's simple, and a really important skill to learn. Give it a try! Oriental Attic Windows Quilt Block Pattern originally appeared on About.com Quilting on Friday, February 3rd, 2012 at 06:00:47. 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 Domino blocks. 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, February 2nd, 2012 at 06:00:00. Permalink | Comment | Email this Lost Ship Quilt Block Pattern Lost Ship is the ninth quilt block pattern for the Scrap Happy Sampler Quilt, but you can use it for any project. Two versions of the block are shown, one more scrappy than the other, but each variation helps you practice making half-square triangle units -- a good thing since those units are probably the most commonly used patchwork configuration. You might notice that the design is similar to the Rocky Glen quilt block -- the overall layout is basically the same, but Rocky Glen contains more half-square triangle units. Like other blocks in the sampler series, the Lost Ship quilt block finishes at 12-inches square. Lost Ship Quilt Block Pattern originally appeared on About.com Quilting on Wednesday, February 1st, 2012 at 07:50:44. Permalink | Comment | Email this Pictures of 2012 New Year's Day Mystery Quilts The 2012 New Year's Day Mystery Quilt gallery is up and running now, and illustrates the wide variety of layouts that quilters developed when designing their projects. The quilts in the gallery are a wonderful representation of the work that went into these projects, but there are many, many more quilts and quilt tops out there, and I'd love to feature them all in the gallery. Please email your photos to me at quilting.guide@about.com. Quilt by Neralie Pictures of 2012 New Year's Day Mystery Quilts originally appeared on About.com Quilting on Monday, January 30th, 2012 at 06:00:59. Permalink | Comment | Email this Quilt Photo Gallery Updates I updated quite a few of our quilt galleries this weekend, and am now pretty much caught up (temporarily, as usual) with the photos you have submitted. Once again I do have forms without photos and photos without forms -- all of those go into a 'check these' folder until I can find time to write (mostly about missing photos). When you submit the form, please remember that it is a 2-step process -- photos must come to me by separate email. Galleries Updated Photo is Shattered, a quilt by Sewtherequilts in memory of her sister. Quilt Photo Gallery Updates originally appeared on About.com Quilting on Sunday, January 29th, 2012 at 18:01:08. Permalink | Comment | Email this Flock of Geese Quilt Block Pattern Flock of Geese is a traditional quilt block, but its name is a bit misleading. Take a look at the block and you'll see it does not include those popular flying geese units that we often use. Instead, the 'flocks' are made up of half-square triangle units, kind of like geese flying in formation. You can adjust the color value of your patches to make the block appear very different from mine, and you can choose a structured look or go very scrappy with the layout. The Flock of Geese block is fun to play with -- try varying the look from block-to-block in a larger quilt, because I think you'll like that, too. Flock of Geese Quilt Block Pattern originally appeared on About.com Quilting on Sunday, January 29th, 2012 at 12:16:15. Permalink | Comment | Email this Patchwork Hearts Quilt Block & Quilt Patterns Quilting Forum members designed this 6" patchwork heart quilt block for a 2008 swap, and are using it again this month. The design is a natural for a Valentine's Day wallhanging and makes a lovely baby quilt. The heart block is assembled with quick piecing techniques, so it's super easy to make. For the swap, a different focal fabric was used in each half of the block (two pinks or two reds), but choose another combination if you prefer. You'll find instructions and yardage for a small heart wallhanging on the last page of the pattern. Photo © Sophie Patchwork Hearts Quilt Block & Quilt Patterns originally appeared on About.com Quilting on Saturday, January 28th, 2012 at 06:00:22. Permalink | Comment | Email this Heart in a Snowball Quilt Block Pattern This vibrant Snowball quilt block is assembled with a white on white interior and purple tips. A red heart is appliqued to the center of the 6" (finished size) block. If you're already into applique, the gentle heart will be a breeze, and beginners will find that it's a perfect first applique project (read my Needleturn Applique Basics for technique how-tos). The block is from a 2009 Quilting Forum event, where it was sewn by numerous members. Heart Blocks by Sandy Heart in a Snowball Quilt Block Pattern originally appeared on About.com Quilting on Friday, January 27th, 2012 at 06:00:45. Permalink | Comment | Email this Newsfeed display by CaRP |
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