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6 Facts That Will Give Meaning to Your Marketing Strategy

Experts have touted the success of most companies as being dependent on marketing tactics. Companies and researchers have invested a lot of money trying to identify marketing tactics guaranteed to produce good results. Tactics such as blogging, outdoor advertising, retail merchandising use of social media, are some of the methods employed by companies to promote their brands.

Yet even the companies that seem to have come up with the best tactic, sometimes get bad sales results. This goes to show that marketing strategies cannot operate in isolation. The best marketing strategy alone cannot guarantee your product or service will perform well. This is because:

People are the key, not tactics and strategies

Most marketers focus so much on the medium they are using to advertise, because they think that the medium is what affects the consumer’s decision to buy.

Social media platforms, such as Facebook, are some of the platforms used to advertise. Let’s say you have a female customer who has a Facebook profile. As she browses through her Facebook page, she notices an advert for your recipe book, that is selling at 70% discount and that promises to contain recipes compiled by the world’s top chefs.As she likes gourmet cooking and the advert sounds like an exciting proposition, she clicks on it and buys the recipe book.

As a marketer, you might be tempted to argue that the sale happened because the mode of advertising used was Facebook.The fact of the matter is though, the sale would have happened whether or not she stumbled on the advert on Facebook, a blog, she saw it on TV or in a magazine.

Therefore, the following are true:

  • Platform does not matter, buying is driven by the customer’s needs

The decision by any customer to buy a product or subscribe for a service is driven by need. Because this specific customer wants to cook like a chef, she decided to buy the recipe book.

If there were two other separate adverts on her Facebook page, perhaps one offering ballet classes and the other offering piano lessons.Sinceshe is not interested in these activities, she most likely would not click on them even if they were being offered for free.

  • The message is the most important thing

Going by the example given, the message was so enticing for the customer that it led to a decision to buy.

Therefore, you can market on all platforms and employ the best tactics but without the customer’s need and a great message, your strategy to market will fail.

Failure to get results does not mean the tactic employed was wrong

Part of the reason for the development of so many marketing tactics it is because many companies usually employ one tactic and when it fails to deliver results, they quickly move to the next tactic. In fact, it’s not strange to hear a marketer blaming bad sales results on a strategy used for marketing.

Your marketing tactic is just a tool to communicate a message about your product or service to your customers. It does not guarantee sales; how you use it is what will guarantee sales.

If you don’t get good sales, look at your message and your product and work on them to make people want to buy.

Your marketing strategy should be very targeted

As a business person, it is only prudent to admit to yourself that your products and services are not suitable to every target group in the market.

People have different preferences and due to this, no matter how well you market, not every person will be running to buy your product or use your service.

As a marketer or owner of a company, avoid trying to sell to every person in the market, as this could be counterproductive. By trying to target everyone, you will fail to pass the message regarding the value of your product to those who would be interested.

Be very specific with who you are targeting and craft a message specifically for them.

Give customers the benefits they are looking for

Knowing your customer is the greatest way to deliver value to them. Do not sell to customers based on your perceived benefitsof your product or service. Instead, establish from your customers what benefits they are looking for and then offer them exactly that.

When customers see that you are keen on giving them products that will benefit them, they will stay loyal to your brand. Striking a balance in this area is critical. You cannot satisfy everyone in the market. So identify your target group, and create a product with benefits that suits that target group.

Package your benefits in the most creative way, because your competition are probably offering similar proposition.

Do not ignore what your competitors are doing

For every product you make, there are probably dozens other like it in the market.The trick to selling therefore is to make sure that your product always stands out above the rest.

If you are starting a blog for instance, put a lot of thought into meaningful things you can do to stand out visibly. If customers can’t see what makes your product proposition different, they won’t have any compelling reason to buy.

The worst thing you can do to your brand is to ignore your competitors. By knowing what your competitors are offering and then making a conscious effort to offer something better will have customers remembering you.

You have to make people trust your marketing

Testimonials make it possible for more customers to trust you. You might have the best marketing strategy and the best product, but if people don’t see how others have benefitted from it, they will have no reason to believe in you.

Another way to assure your customers that you are offering quality is to give trial products. Not only do people like free products, but also most will take this gesture to mean that you are so confident your product works, you are even willing to give a few samples without expecting any money back.

In conclusion: Where does your marketing tactic fit in?

The bottom line for you as a marketer or business owner isalways to remember to work on your message, focus on your target group and offer benefits to your customers. With these in mind, any tactic you use will give you great results. To know more visit this site


Category: Internet Marketing Articles

Organic linking building is still important, and that’s not changing any time soon

It’s not easy to build links. Building links the right way is even harder. You have to put in lots of effort, and sometimes all you get are rejections. It’s not easy, but it pays better than any other technique for raising organic ranking. Matt Cutts of Google has mentioned the importance of links time and again, stating that links will still be relevant for many years to come.

However, there’s also the question of manual and Penguin algorithm penalties, which were created to punish unnatural linking practices. If links were not important, there wouldn’t be a whole industry dedicated to link auditing and sanitization of link profiles. Google would not dedicate this much time and resources to examine link quality and punish spammy links.

Still, there are many people proposing that link building is dead in order to shoo away one of the most important organic ranking techniques. The reason for this, other than the fact that it’s difficult, is that incorrect link building can lead to attraction of a penalty or worse, a lawsuit. But that’s not reason enough to take the next flight out of link-building-land.

Any marketing strategy aimed at improving organic rankings must include strategies for natural link-building. Sure, great content is very important and matters a lot, but there are thousands of pages on the Internet with great content which no one ever sees. Without linking, great content can only stretch so far, especially in more competitive market segments.

Organic link building techniques

The thing to remember is that genuine link building is very different from link spamming. The former involves gaining editorial links that have inherent value that may be different from SEO value. These links must be placed by human beings. Automatic link dropping is a sure way to attract trouble.

Here are a few ways you can build links naturally:

  1. Controversy – you want to apply this very sparingly, because if you use it too much, it loses both taste and efficacy.
  2. Humor – you can depict your controversies in a softer, more humorous tone every now and again. Be original as it’s more effective.
  3. Forum participation – Not as a spam-linker, but in your personal/professional capacity to engage with the community and provide helpful answers and contributions on the subjects under discussion. You will build authority and improve your opportunities to attract links.
  4. Original research – dig into a subject not previously explored and publish your findings; this can earn you a lot of links.
  5. Social media – choose the platform that a huge chunk of your target audience is found and be there. Get to know people and engage with them on an authentic basis, which could build interest in your brand and content hence attract shares, which improves your quality links volume.
  6. The “Top X List” – these should also be provided sparingly to avoid diluting their effectiveness.
  7. Blogging – this helps to build credibility and establish authority and thought leadership in your field. Write well and do it frequently.
  8. Tutorials and how-to’s – these may not give you tons of links, but they make an enormous difference for rankings, especially with long-tail keyword queries.
  9. Plugins and other products – create a useful extension, app or plugin and make it open-source.


Where rubber meets the road, editorial link building counts for a lot, and it still will if you’re looking at making a difference in the long term.



Category: Internet Marketing Articles


Feline Fascination: How the Internet came to be Obsessed with Cats

By Joe Cox

Many cat lovers will tell you, if you’re having a conversation about cats, that the ancient Egyptians not only loved cats but worshiped cats as gods, treating them with such reverence that they became a focal point for an entire society. Fast forward three thousand years and you’d think not much had really changed, if YouTube was anything to go by. A search for “cat” returns a staggering 46,000,000 videos; that’s a lot of feline footage.

Assuming you manage to get though all of these, Vimeo will serve you up another 130,000, whilst Vine will give you another 1,400,000 kitty mishaps and tomfoolery, all in six second bursts. Now, even the ancient Egyptians would be impressed with that kind of dedication.

A Brief History of Cats and the internet

From the inception of the internet cats have been at the centre of the action. Usenet was one of the net’s early text driven forum systems and for years one of its most popular groups was found on (or

If you’re interested you can still browse this fascinating insight into an early moggy hive mind on Google Groups.

After the internet began to break through into our common consciousness in the 1990’s it wasn’t long before it became clear that cats were going to have a huge presence in this new and exciting online world.

“2Channel” was an early text board, often featured cats being drawn using ASCII art, a design technique that predates the internet and has led many people to conclude
that some people just have too much time on their hands. Even in its earliest days, the signs of our obsession with cats were there to be seen.

Before the advent of social media and YouTube, many cat related antics were spread by email chains. Early 2000 saw the infamous “Bonsai Kitten” hoax, with “Cat Stacking” and “Ceiling Cat” arriving in the years afterwards. The age of the cat meme was born.

Early cat memes found their way into the social subconscious through way of popular message forums like 4chan and YTMD but by early 2005 a new video sharing website had arrived on the scene and not only changed the internet forever but catapulted cats into the digital stratosphere.

Hilarious cat videos were suddenly ubiquitous and by the time Facebook began to take off in late 2005 / early 2006 the stage was set for an endless conveyor belt of cat related memes via social network feeds. You may recall such hilarious internet sensations like “Cats who look like Hitler”, “Serious cat”, Long cat” and of course “Happy cat”. By 2013 our fascination with cats with seemingly human expressions showed no sign of waning and arguably reached the height of popularity with “Grumpy cat”.

What to Cats Say about Us

It’s difficult to pinpoint exactly why it’s cats that have taken the internet by storm, as opposed to any other creature (four legged or otherwise). Whilst it’ true there is no shortage of non-feline related funny animal videos online, the volumes just don’t come close to challenging the hegemony of cats online. Love them or loathe them the internet generation seems preoccupied with cats.

But why cats? What’s wrong with dogs or any other animal for that matter? Understanding this can give us some fundamental insights into our own psychology and our need to humanise or ‘anthropomorphise’ cats by adding captions describing amusing things they might be thinking, making them sing, talk or play the piano, or simply making a celebratory out of a genuinely grumpy looking cat (which in fact has a form of feline dwarfism).

But maybe our love of cats is just born from their insatiable sense of curiosity and complete dis-interest in the human world. Writing in Mashable, Amy-Mae Elliot compares our cat online obsessions with our comparable lack of
interest in dog videos:

When a dog gets in a box, it’s because he desperately wants you to think he’s cool. When a cat does it, it’s because it suddenly felt like the right thing to do at the time. More often than not, it totally was. I think it’s the very aloofness of cats that makes us want to caption their thoughts, or put them in front of a keyboard and see what happens.

The ubiquity of the online cat isn’t reflective of our love of them as pets then but rather in their autonomy from us and our influence. Cats do things on their own terms regardless of who is watching and that makes what they do seem so much more genuine and therefore appealing to us.

Of course the potential virality of this kind of appeal certainly hasn’t been lost on marketers.

Making Cash out of Cats

By mid-2005 cat videos and memes were everywhere and it wasn’t long before marketers started looking to connect with the ever-growing phenomenon of online cat videos. A “Wonderful Pistachios” ad from 2012 showed us Bento the cat cracking a pistachio nut as he played the keyboard. The video was a take on another hugely popular cat craze, the “Keyboard Cat”.

Bigger brands like Kia have hinged entire adverts on cats with the Kia Picanto and later a partnership with the site Cheezburger where they asked site users to create a series of cat memes for the Sorento crossover. The results were typically irreverent with the Kia brand being partly lampooned. Given they were looking for young consumer brand interaction, they succeeded.

As a marketer, regardless of whether you are a cat person or not, campaigns based on cutting edge internet sensations have the potential to go viral and create a huge buzz around your brand. But like all marketing efforts that attempt to tap into the zeitgeist, they have the potential of being seen as jumping on the bandwagon or lacking in sincerity. Indeed, some of the best cat related marketing videos have played on the very idea of cats online popularity (such as John St.’s ‘Catvertising’ video) or attempted to humanise cats in ever more bizarre ways by making them sing or even have opposable thumbs (in Cravendale’s ingenious ‘Cats with Thumbs’ video).

See also: The Psychology Behind Grumpy Cat Videos


About the Author:
Joe Cox is Head of Content for Bristol digital marketing and SEO agency, Bespoke Digital. He has written about SEO, social media marketing and digital PR for the likes of Smart Insights, Ad Age, Ma

Category: Internet Marketing Articles

The difference between digital and print advertising

It can be very difficult to make the decision whether or not to go digital when it comes to your advertising. Digital and print advertising are very different, even if they might both achieve the same goals. Getting it right can be very difficult, especially with a limited budget, and that’s before you even begin to take into account other new media advertising options, such as those GlobalMessaging offers.

Digital focuses on interaction, print focuses on information

In a print advert, you’ll need to include all the important information such as location, phone number and website – possibly an email address too. This kind of information is so important if you want interested people to be able to find out more or get in touch in the future.

In a digital advert you don’t need this kind of information as you can already assume that the reader’s preferred method of finding out information would be to look at your website. This is why all digital adverts contain a link through to more information.

You’ll also need to encourage interaction (such as a click) on a digital advert. These calls-to-action are a big part of persuading someone to take action now that they’ve seen your advert. A tempting button is usually the best way to go about this but text such as ‘read more’ or ‘act now’ does the same job.

Digital advertising goes beyond your initial advert

You’ll need an engaging destination for people to click through to from your initial advert. If you don’t capture someone’s interest after that first click then they’re probably going to leave your site and never think about you again.

When developing your advert, think about where the user is going to click through to. Think about whether the site is easy to use, if it offers the reader something and how that all converts into a sale or a lead – either now or in the future.

Digital offers greater control

It’s a lot easier to target your adverts to people whom you know will be interested in what you have to offer. This means you can keep a closer eye on your budget and get more bang for your buck.

You can also pay-per-click on these kinds of adverts. This means you’re only paying for people who have seen and engaged with your advert, unlike print advertising, which you pay for no matter how many people actually pay attention to the ad.

Print caters to those without the internet

Print advertising still has its place as it targets a whole different type of person. Depending on the magazine or newspaper your advert is going into, you can reach some interesting demographics, who perhaps don’t use the internet.

If you want to advertise something quite broad and don’t need the niche targeting that digital offers then print is still a viable option. As long as you understand that there are big differences between the two types of advertising, you should be able to make an informed decision as to which is best for you and how to make the most of it.

Category: Internet Marketing Articles

Seven reasons why people don’t want to link to your website (plus solutions)

Links from other websites are extremely important if you want to get high rankings on Google. Unfortunately, it can be very hard to get good backlinks. Sometimes, your website itself is the reason why other people don’t want to link to it. Here are seven reasons why other people do not want to link to your site:

7 reasons why people don't want to link to your site

1. Your website looks like it’s 2005

Ten years are a very long time on the Internet. If your website was designed in 2005, it will look extremely outdated. The Internet is full of good looking pages. If your website cannot compete with them, people will go elsewhere.

Your web pages must be easy to read. Use a modern design, big headlines and an easy to skim page structure.

2. Your website is bloated

If you have twenty different pages on your website that basically contain the same content, it is difficult to choose the right page for the link.

Make sure that your website has a clear focus and that it’s easy to find the right pages on your site. Having multiple pages with slightly changed content will only trigger Google’s Panda algorithm.

3. Your website contains broken links and images

If the homepage of your website contains a big broken image then people will think that your website isn’t updated anymore. Nobody wants to link to dying pages.

Check your pages with the website audit tool in SEOprofiler to make sure that it does not contain broken links that drive visitors and linkers away.

4. Your website is sloooooooooow

People are impatient. If it takes too long until your website is rendered in the web browser, most people will go to another page. In addition, page speed is a ranking signal for Google. Make sure that all pages of your website load quickly.

5. Your website content is outdated

Do you have a blog on your website? Is the last blog post several months old? Better remove the blog from your website. If you cannot maintain a blog, it can do more harm than good. People don’t want to link to abandoned websites.

6. Your website has way too many ads

A website that contains too many ads does not look like a professional site. People do not want to link to ads. They want to link to websites with content.

7. The content of your website is unoriginal

If your website only contains content that can be found elsewhere, it’s not likely that many people will link to your site. For example, there are more than 382,000 results for the search term “how to train a dog”.

If your page is one of them then you must offer something special so that people link to your site and not to the other sites.

Search engine optimization requires some work. If you invest some time into optimizing your website, you will get more website visitors, more customers, and more sales. The tools in SEOprofiler help you to work as efficiently as possible with your web pages. If you haven’t done it yet, try SEOprofiler now:

Try SEOprofiler now risk-free!


Article by Axandra SEO software

Category: Internet Marketing Articles


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