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Secrets of Online Persuasion
How to master the digital media marketplace, blog for your business, podcast for profit, and more. Rarely does a communication revolution result in a marketplace transformation. The New Media Revolution is one of those extraordinary events. If you want to market better, sell more, and boost your influence in today's rapidly changing online marketplace, this is your textbook. –What the New Media Revolution is and how you can profit from it as it transforms the face of advertising and marketing forever
–How to trigger powerful, word-of-mouth BUZZ with innovative New Media campaigns
–Why your business blog (not mass marketing) must be at the center of your marketing strategy using New Media tools
–Discover where your target audience is hanging out and captivate their attention with your persuasive message
–Six key tools you must have when launching your own successful New Media Marketing Strategy
–Online persuasion strategies that draw hundreds and thousands of highly qualified fans to your business, non-profit organization, or political campaign \"Just four days after following your advice, both CNN Money and The Wall Street Journal called me for an interview on the same day! Traffic to my website has since exploded, and I have so much business that I'm constantly referring clients to other consultants around the world!\"—Debra Gould, The Staging Diva, President, Six Elements Inc., Canada
eBook
Youtility : why smart marketing is about help not hype
\"The difference between helping and selling is just two letters If you're wondering how to make your products seem more exciting online, you're asking the wrong question. You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: \"How can we help?\" Jay Baer's Youtility offers a new approach that cuts through the clut;ter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life. Drawing from real examples of companies who are practicing Youtility as well as his experience helping more than seven hundred brands improve their marketing strategy, Baer provides a groundbreaking plan for using information and helpfulness to transform the relationship between companies and customers\"-- Provided by publisher.
Book
Inbound marketing and SEO : insights from the Moz Blog
Learn from the leading resource on the latest inbound marketing techniques
As the SEO industry undergoes a shift and Google continues to change its algorithm, successful SEO practitioners need to increase their knowledge of a wide range of inbound marketing channels. The Moz Blog is the go-to place for the latest thought leadership on the shifts in inbound marketing and SEO. This book cherry-picks and updates the most popular articles for the key inbound marketing disciplines, mixing them with some brand-new essays. Rand Fishkin and Thomas Høgenhaven have produced a masterfully edited anthology packed with information to provide the best possible insight into these marketing channels. The popular Moz blog is a top resource for cutting-edge information on SEO techniques:
* Co-compiled and co-edited by Moz CEO and co-founder Rand Fishkin, this book is an anthology of articles selected to provide the best possible overview of current SEO and inbound marketing techniques and trends
* Covers channels of online marketing, content marketing, social media, outreach, conversion rate optimization, and analytics, as well as search engine optimization
* Focuses on leveraging existing platforms like social media sites and community for inbound marketing success
Inbound Marketing and SEO is a must-have for marketers in today's online world.
eBook
Young consumers’ responses to suspected covert and overt blog marketing
Purpose
– The purpose of this paper is to study the responses of young consumers to suspected covert and overt product-brand recommendations in a blog.
Design/methodology/approach
– Experimental design was applied to investigate the effect of covert and overt marketing on young consumers’ perceptions of blogger credibility and their behavioural intentions.
Findings
– Overt marketing had a negative effect on behavioural intentions, such as future interest in the blogger, intention to engage in word-of-mouth, and purchase intention. Covert marketing did not affect the intended behaviour. Neither covert nor overt marketing influenced the blogger’s credibility.
Research limitations/implications
– The study was delimited to a small sample; one blog, one type of product recommendation, and a well-known brand. Young, well-educated consumers with experience in reading blogs may be able to filter the brand recommendations and focus on the content of the blog.
Practical implications
– This study has implications for bloggers, companies, and policy makers. Although overt marketing is the most open and the recommended form of blog marketing, the study showed that overt marketing has negative effects. Therefore, bloggers need to carefully consider how they present a sponsorship.
Originality/value
– The study makes three important contributions. First, it answers the call for research on consumer reactions to covert (deceptive) and overt marketing tactics. Second, it contributes to blog marketing research by studying a case of suspected covert marketing where consumers do not know whether the blog is sponsored or not. Third, the study contributes to knowledge around young consumers, demonstrating that covert and overt tactics do not affect blogger credibility.
Journal Article
Who says what?: exploring the impacts of content type and blog type on brand credibility, brand similarity and eWOM intention
PurposeThe purpose of this research is to conduct an exploratory study to discover if presenting consumers with a certain content type (i.e. product-focused content with informational appeal, institution-focused content with emotional appeal, experience-focused content with emotional appeal,) and blog type (i.e. a corporate, sponsored or a personal blog) persuade consumers to form perceptions of credibility and similarity toward the fashion brand, which leads them to further engage with the brand through Electronic Word of Mouth (eWOM).Design/methodology/approachThis study employs a 3(content type: product-focused, institution-focused, experience-focused) x 3(blog type: corporate, sponsored and personal) between-subjects design. Mock fashion blogs and content were developed in order to provide a realistic blogging experience for the participants. With 511 usable data collected, ANOVA was employed to test the relationships.FindingsFindings reveal that content type, specifically product-focused content and experiential content, is an important consideration for illustrating similarities between the brand and consumers compared to institutional content. Product-focused content is found to be effective in encouraging consumer eWOM for the brand as well. Further, the interaction effect of blog type and content type was significant in establishing brand credibility. However, blog type did not influence any of the dependent variable.Originality/valueThis study brings meaningful suggestions to fashion brands on effective blog campaign, which eventually provide insights on how brands can influence female consumers to shape positive evaluation toward the brand.
Journal Article
User influence and microblog marketing: a case study of Sina Weibo in China
PurposeMicroblogs are communication platforms for companies and consumers that challenge companies' brand marketing strategies. This paper provides a theoretical basis for expanding microblog applications and a practical basis for improving the effectiveness of brand marketing.Design/methodology/approachThe authors use factor analysis to extract the factors of microblog user influence and construct a structural equation model to reveal the interaction mechanism of the influencing factors. Additionally, the authors clarify the promotion and enhancement effects of these factors.FindingsMicroblog user influence can be converted into richness, interaction and value factors. The richness factor significantly affects the latter two, whereas the interaction factor does not affect the value factor.Research limitations/implicationsFirst, the sample used is limited to media industry practitioners. To increase generalizability, diverse groups should be included in future studies. Second, this model's theoretical explanatory ability can be further developed by adding other meaningful factors beyond the existing ones.Originality/valueThis study analyzes the factors of microblog user influence in China and validates the relevant elements. As a result, it improves the influence research on social media users and benefits the practice of information recommendation and microblog marketing.
Journal Article
Blogs used as marketing tools and their influence on consumers’ decisions on purchasing fashion and beauty products
Objective: To analyze the influence of blogs on the decisions on purchasing fashion and beauty products and identify the main characteristics of the consumers most susceptible to these stimuli. Methodology: The methodological procedures consisted of a bibliographic investigation followed by empirical research and analysis of data using multiple regression. Results: The main characteristics of the consumers most susceptible to the stimuli of fashion and beauty blogs on consumption are associated with those who value online platforms, start to invest more in products under the influence of blogs, give up buying a product also under the influence of blogs and learn about new products through blogs. Theoretical contributions: The research contributes to the advancement of the digital marketing literature as it identifies not only the influence of blogs on the consumption of fashion and beauty products but also the characteristics of the consumers most susceptible to this stimulus. Relevance/Originality: The study expands theoretically and empirically the understanding of the use of blogs as tools to stimulate and influence the consumption of fashion and beauty products and identifies the characteristics of the consumers more susceptible to this stimulus. Implications for management: The study expects to make a contribution towards helping marketing professionals consider blogs as an important tool for promoting new products, stimulating consumption or even as a source of obtaining customer insights, identifying the profile of the consumers most influenced by this tool as well.
Journal Article
Tactical transparency : how leaders can leverage social media to maximize value and build their brand
While exposing the risks inherent in maintaining a nontransparent relationship with customers, Tactical Transparency provides a methodology that will help your organization create its unique plan to bring greater authenticity to your company and your brands. Drawn largely from interviews with leaders in companies that have achieved measurable success in this arena, authors Shel Holtz and John C. Havens provide step-by-step details on how executives and professional communicators can create a transparency strategy that will keep their organization competitive in the twenty-first century. The authors show how organizations can evaluate their readiness for transparency, what they need to do to get ready, and how to effectively communicate their transparency strategy to their customers and employees. They also identify aspects of blog/new media \"netiquette\" an important but often misunderstood part of engaging in transparency. Your purchase of Tactical Transparency Includes a One Year Subscription to Fast Company (10 value). View the refund/promotion details here.
eBook
Exploring the Impacts of Blog Marketing on Consumers
In this study we investigated the preferences of blog readers for the purpose of designing effective blog marketing campaigns. We surveyed 965 customers who have searched for product information via blogs before consuming, and used structural equation modeling to analyze the data. The
results showed that the convenience provided by blogs is an important reason for consumers to use the medium for product research. Blog marketing elements were also analyzed in terms of interactional sharing, novelty, and professional characteristics. It was found that interactional sharing
most affects consumers' intention to purchase. Additionally, for those who use blogs as a way to search for different types of products, degree of expertise is also an important factor.
Journal Article