Frontier Journal
Exclusive Frontier Coverage on System Design
Vol. 3 No. 1 Jan 2006
EDITORIAL A5 in Execution 每Make Your Pull-based Online Marketing Campaign Truly Reactive
EDITORIAL Make Your Pull-based Online Marketing Campaign Truly Reactive - A5 in
Execution Editor-In-Chief It＊s holiday season again, time runs absurdly
fast. It is indeed my pleasure that finally I get a slot from the amazingly
crowded editorial pipeline to speak up for the upcoming new year of 2006 In today＊s staggering markets, with
more fierce competition, besides
traditional marketing tactics, on-line marketing options such as Search
Engine Optimization (SEO) and Pay-Per-Click (PPC) become viable solutions to reduce costs as well as increase visibility.
In high-tech industries like EDA
and the semiconductor, with more
dynamics comparing to other industries, such as much shorter product cycles,
more demanding customers, more frequent changes on corporate websites＊ content,
and more complexity add-ons for corporate websites are routine jobs. Hence,
whether for well-established companies or emerging startups, SEO and PPC shall
play more significant roles on customer acquisition and retention, and that demands
the automation of SEO and PPC work, to avoid error-prone manual process as well
as reduce labor costs. Hometown Innovation Automation Inc with its mission to
power innovation automation, markets a tool based on its vision on Serving
Anyone with Any service Anywhere Anytime in Anyway (A5), the tool is also named
A5. Hometown Innovation Automation Inc offers A5-based fully automatic SEO and
PPC turnkey services for you. Thanks to A5, through instant SEO and PPC
automation service, you could make your pull-based online marketing campaign
truly reactive Marketing is all about precise targeting and
maximum differentiation, whether on-line or off-line, and there is a radical
difference between on-line marketing and off-line marketing. If you look at
major aspects of marketing for customer acquisition, retention and
product/service repositioning: on branding (whether for corporate band or
product/service brand), you could have packaging, advertising, direct mailing,
trade show promotions, public relationships, investor relations and government
relationships; and on customer care, you could have event management, customer
care, training and product education. For all of those marketing efforts,
online marketing may play a significant role on top of them. Online marketing
efforts could make you achieve success on generating new revenue streams,
making productivity gain as well delivering cost savings. There are quite a
few ways to perform online marketing, to just name a few: Among the above listed online marketing tactics,
both SEO and PPC have the biggest potential in achieving your online marketing
goal: a Forrest Research study shows that there are five popular methods by
which people locate a website and learn about companies at the Internet 每 57%
of people use search engines, 38% of people are based email messages, 35% of
people use 3rd party website links, 28% of people are based on
word-of-mouth, and 25% of people reply on magazine ads. Indeed SEO and PPC are
among the most popular online marketing techniques adopted widely in any
vertical industry As two pre-dominate
online marketing tactics, both SEO and PPC belong to pull-based online
marketing tactics for brand
promotion, brand leveraging and
brand consolidation. The essence of SEO is
traffic optimization, not traffic maximization, with only one-time fixed costs
and minimum maintenance costs; and the essence of PPC is sales conversion rate, in other words, click to
sales ratio, with higher costs (not fixed) than SEO, yet with higher visibility. SEO
is the process of increasing the amount of visitors to a Web site by ranking high in the search
results of a search engine for
relevant words and phrases. The higher a Web site ranks in the results of a search, the greater the chance that
that website will be visited by
a user. SEO gets your website ranked at top position
in Search Engine without
spending anything on clicking. Furthermore it is a common practice for Internet users to not click through pages
and pages of search results, so where a site ranks in a search engine is essential for directing more traffic toward the
site. Optimization
in SEO involves making web pages readable to search engines
and emphasizing key topics related to your web content, the
marketing message you want to prompt. Basic optimization in SEO may involve nothing more than
ensuring that the design and
maintenance of a website conforms
with SEO rules, thus avoid to make the website become part of the invisible website, which is not accessible through search engines. Optimization in advanced SEO may include significant assessment into every element of web page design, website
structure, keyword phrases, naming
conventions, and off-the-web-page
criteria, followed by significant SEO
turning based on above assessment. Keyword phrase research, as one of the most
important parts of SEO research, involves finding relevant keyword phrases for a particular topic that is to
be optimized, determining their popularity among major search engines, evaluating the competition, and deciding which ones should be selected to support quality SEO Search engines are considered a trustworthy source of information for hundreds of millions
of people all over
the world, including the targeted audience in your industry. People are inclined to accept the searched results
they get for search engines, when the name of your company or product or service pops up at the top of the search results. The searchers see that as an
independent confirmation of the value of your web site. However, have your company or product or service listed in a
search engine is not enough, since it is highly unlikely for a user to go past the third page
of search results to locate a web site. To be honest, not many searchers even go past the very first page. This kind of searching behavior pattern
puts a great pressure on
a website to be placed as high as possible in leading search engines to maximize its online visibility. The benefits of SEO are as follows, to name
a few: That is why SEO is the most economical way to promote
your business, and
its related products and/or services online. However, for large, complex and
frequently changing websites with many products and/or services to be promoted,
manual SEO is also error prone and labor intensive PPC works as follows, basically, you the
advertiser pay a rate you specify for every visitor who clicks through from
leading search engines such as google and yahoo! to your website. PPC is pretty simple and straightforward:
each unique keyword
phrase (e.g., ＆digital camera＊) has its own bid price, and you set the budget.
With a ready website, an available PPC ad copy, and a valid payment method, you
are on your way to advertising on leading search engines in no time. PPC is in addition to their 'natural' search results, which are
still powered by a combination of keywords found on your site, link popularity
and other formulas. Two of most popular PPCs are google AdWords and yahoo! Overture PPC is a great way to get visitors for your website when you need immediate traffic. However, PPC might be risky: You can spend a fortune, generate many
visits, and end up with nothing returned
(low or zero sales conversion rate). If you
place the highest bid for a specific keyword phrase or set of
keyword phrases, then you rank number one in these paid
listings. Once someone clicks on your PPC listing, he gets to your
web site, actually
at your specific web page, which is called PPC landing page. And you are charged the amount you bid. In this way PPC can generate traffic right away. If you are willing to allocate enough budgets,
you are guaranteed to get top placement, and
your prospects will see you first. If people are
searching for the key phrases on which you bid and you've placed
a well-written PPC ad copy, you will get clicks momentarily once the PPC ad is activated. PPC
could be instant in
generating desired traffic, and PPC adjust is relatively faster than that of
SEO as well, that also provides unmatched capability to adept to market fluctuations. Indeed PPC is a targeted,
precision advertising tool However, opportunities always
come with risks, PPC might cost you a fortune. It's easy to get caught
up in a bidding war over a particular key phrase and end up with spending far more than your potential return.
Also, ROI can be very hard to measure. The biggest headache is junk traffic, where you spend your ads budgets without giving you any sales
conversion rate. Just as opposed to SEO, PPC does not scale well, you pay more
to get more traffic, regardless the sales conversion rate you get. The benefits of PPC are as follows, to name
a few: That is why PPC is the most efficient and effective way to promote
your business, and
its related products and/or services online. Similar to SEO, for large and
complex websites with many products and/or services to be promoted (hence more
keyword phrases to bid with), manual PPC management and turning is also error
prone and labor intensive The key difference between pull-based
marketing tactics and push-based marketing tactics is the way that you interact
with your prospects; push-based marketing tactics are proactive, while
pull-based marketing tactics are
reactive. For example, the case your salesmen make cold callings to your prospects,
belongs to push-based marketing category, on the contrary, the case of your
marketing staffs work on either trade show presence or media advertising budgeting,
belongs to push-based marketing. Nowadays when more and more markets become
sellers＊ markets with most product and/or service offered having few unique key
selling points, and as people get busier and busier, also care more and more on
their privacy, pull-based marketing enjoys the unfair advantage over push-based
marketing, especially for high-tech industries such as EDA and semiconductor Under current more radical market dynamics,
more fierce competition, more demanding customers, how to make SEO (most
economical online marketing way) and PPC (most effective and efficient online
marketing way) as two of most popular pull-based online marketing tactics truly
reactive, both to prospects and to competitors? You have to have your SEO
and/or PPC being taken cared weekly (if not daily) instead of monthly in order
to achieve or maintain your established market leadership. Contrary to the
traditional wisdom of The More Haste, Less Speed, now it is The More
Speed, Less Hast Given the vast complexity and sheer size of
modern website of any serious business in any vertical industry, and the
imminent change requirements to adept rapid changing markets, manually managing
SEO and/or PPC in traditional way as SEO and PPC industry practice nowadays is
obviously not a viable option, due to its error-prone and labor-intensive
nature. To tackle the above challenge, an innovative
product named A5 is a developed and marketed by Hometown Innovation Automation
Inc. For SEO, A5 divides it into two consecutive phases, namely Search Engine
Assessment (SEA) phase and Search Engine Optimization (SEO) phase. For PPC, A5
divides it into two consecutive phases, namely External PPC and Internal
PPC. A5 is able to deliver fully automatic
SEO and PPC management solutions to make those two major pull-based online
marketing tactics truly reactive 每 instant SEO and PPC now becomes possible,
thus completely eliminate possible human-introduced errors, reduce labor costs,
and most importantly, significantly shorten SEO and PPC management cycle. Whether your website is a dynamic
service-rich site with e-commerce or other advanced features, or just a static informative-rich
website; whether your website markets through SEO or through PPC; whether your
website is geared towards google or yahoo! or other leading search engines;
whether you have a dedicated internal IT team/staff in taking care of your
website or not; whether your internal IT team/staff possesses SEO and/or PPC
expertise or not (suppose you have you IT team/staff), Hometown Innovation
Automation can always help you out on your SEO and/or PPC efforts to make your
pull-based online marketing campaign truly reactive with its A5-based SEO/PPC
automation turnkey services. So far Hometown Innovation Automation has served
many industry verticals in United States, United Kingdom among other countries,
just to name a few: B2B, B2C, marketing agency, healthcare, electronics among
others, and yielded excellent results in record short cycle with affordable
costs. Hometown Innovation Automation is expecting to working with you soon. Have a great holiday when you as Anyone that
is adopting Any service Anytime Anywhere in Anyway (A5)! 每
Our vision in Powering Innovation Automation
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