Articles

Website Briefs and Specifications

January 1st, 2004

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So you’ve decided that your Web site needs an overhaul. Before you start work, however, you and your Web design firm need to do a bit of planning. Going off building a web site half-cocked is a sure fire recipe for disaster.

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The Internet Marketing Plan

January 1st, 2004

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It never ceases to amaze me how few companies have a suitable marketing plan, let alone one that is actively maintained. Many companies operate under the myth that their overall marketing plan can simply include an online component. The Internet however, is not just another channel. It offers an entirely new way of doing business. It deserves – and necessitates – a separate, in-depth marketing plan.

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Permission Marketing

January 1st, 2004

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Building a trusting relationship with your Web site visitors starts with the common sense approach known as “permission marketing.” The idea behind permission marketing is to get the customer or prospect to volunteer to receive your email newsletters and special offers. This is also known as opt-in. These “hand-raisers” are a lot more likely to not only tolerate receiving your emails, but also to respond favorably to them.

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Legal Risks of Doing Business Online

January 1st, 2004

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In the case of operating an online presence and the subsequent legal issues that follow, what you don’t know may very well hurt you. Operating in the virtual world entails the same – or potentially greater – legal risks as operating in the real world. These risks take many forms: copyright infringement, trademark infringement, copyright ownership, liability, breach of confidentiality, libel and slander, just to name a few.

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The Criteria Matrix

January 1st, 2004

The Criteria Matrix will help you rate the mock-up designs and objectively choose the winning design from the group. Use the following Criteria Matrix as a starting point. Determine your criteria and the importance of each criterion (weighting factor), taking into account the goals and objectives of your site.

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Webcast Questions and Answers

January 1st, 2004

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Q: If you want to use the Google Directory to find out your PageRank score, how do you know what category Google has put you in to start this process?
A: Simply start at the Google Directory home page at http:/directory.google.com and conduct a search for your company name or brand name. If you are listed in the Directory, you’ll see the Category you’re listed in as part of your search listing. Click on that category name to go directly to that category page of the Directory.

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The Ruby Slippers of Search

December 1st, 2003

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Originally published in MarketingProfs

If consumers find ecommerce appealing because it helps them find and buy products easier and in less time, then your web site is no longer the shortest distance between points A and B; Google is. During the past few years the Google search engine has emerged to dominate the land of Oz that is the search engine market space. Google’s deals to distribute search results to the likes of AOL and Yahoo! have established a breathtaking critical mass worth more than 80% of all Internet search.

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A Hacker’s Lucky Dip

December 1st, 2003

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Originally published in Unlimited

Cybercrime, in all its facets – hacking, online fraud, security breaches, information theft, defacements, electronic espionage, and service interruption – seems to be at an all-time high. If the threat doesn’t seem real enough, peruse some of the thousands of defaced home pages immortalised at…

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Will California’s Spam Law Kill Your Email Marketing?

October 28th, 2003

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Originally published in MarketingProfs

Spam bills are passing because constituents are pushing legislators for a resolution to their inbox deluge. They want their inboxes reserved for conversations with people they know, not solicitations from people they don’t. Email is NOT direct mail. Traditional direct mail in the online world IS spam. Read on to learn how to prepare to play the new game.

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Out-Googling Google

September 1st, 2003

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Originally published in Unlimited

Dubbed the “operating system of the internet”, Google has become the default term for web searching. It’s the top destination site for web searches, receiving more than 150 million queries daily. All of which makes the behemoth in Redmond, Washington, a trifle concerned.

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