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Answer Upon - The 4 Mistakes Businesses Are Making Regarding the Internet
Most franchising companies spend millions of dollars on promoting their brand-name. To insure that the brand-name use used correctly throughout the franchise system, the franchisor must specify to each and every franchised outlet how it must be used. Most franchisors discuss this issue at length during the initial franchise training and have large sections with the rules of the trademarks use in the confidential operations manual.In our franchise company we took it one step further in that we decided to put in a clause in our franchise agreements prior to the commencement of the opening of the franchise and prior to the signing of the franchise agreements, all franchisees understood exactly how serious we were about this particular issue. I designed this clause, which I put into all of our franchise agreements below;3.11.2 Display of NameAt the times during the term of this Agreement, Franchisee will use the Marks, in a form and manner approved by Franchisor, in all advertising promotions and communications involving the Franchised Business, including telephone yellow pages listings, Websites, signs, banners, business cards, stationary, promotional and advertising
THE THIRD MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET Traditional marketing mavens still think they’re buying demographics. This is easy to understand. When someone makes a meaningful ad buy with a CBS or ABC affiliate or even on a national buy, they are targeting people who are most likely to buy their product, right? That should make sense to most anyone. Take for example a homebuilder. They are targeting a woman age 25 – 54 with their media dollars because their research shows that females dominate the decision matrix for a home purchase. In the non-traditional media world, the Internet world, your “ad buy” is based on words. All traffic moves on the Internet based on words. The same homebuilder buys “advertising” based on floor plans. If someone visits their site as a result of moving on the Internet based on the word set “floor plans” you have to see right away how that visit to their website is so much more valuable than a woman 25 – 54 who just saw their TV commercial or their print ad in the daily newspaper. Smart Internet marketing is about knowing the words of your industry. It’s really no more difficult than that. It’s about knowing how to move traffic around the Internet based on the principles of connectivity and the principles of “word ownership.”
THE FOURTH MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET The fourth mistake being made regarding the Internet is one of brand versus technology. There are only two parts to marketing: Brand and Technology. The problem is that traditional brand people too often do not integrate tech
Every organization is looking for the holy grail of performance enhancement, that one thing that, if it were changed even slightly, would push the productivity of a company way beyond the current level.Over the years there have been many solutions offered to the performance conundrum, from process improvement and process re-engineering to rightsizing and quality initiatives. All of which have had varying levels of success.One area that is perhaps overlooked when organizations undertake productivity and process improvement programs and that is the behaviors of their employees. Often the only time behavior becomes a focus in an organization is when there is a problem employee that must be dealt with.Studies have shown that there is a 5-fold difference in productivity between a top performer and a mid-tier performer. The top performer is 5 times as effective as his colleague who performs as the organization would expect.This study has been undertaken by a number of organizations in varying ways and all with similar results. The skills and experience of the individuals are comparable and the processes and procedures are the same so what makes the difference? The ma
When the Dot Com Bust occurred, people like Warren Buffet, Chairman of Berkshire-Hathaway came off looking really smart. “I never invest in anything I don’t understand,” was the explanation Buffet gave to a snickering investment world. That investment world which lost billions on the Dot Com feeding frenzy found out the old man knew what he was talking about after all. Now, he’s taking his billions and giving them to Bill and Melinda Gates for charitable impact.
The rest of us have to deal with the realities of not having billions of dollars.
That reality is rooted in what Steve Martin noted in his 1978 movie, The Jerk, “Ahhhh…. it’s a profit thing….” And that profit thing is centered around your website. If your business is not measuring marketing success by visitors to its website, then you had better wake up fast.
What was missing with the Dot Com Bust now exists. Look at what Rupert Murdoch, king of all media and Chairman of the Board of Newscorp said in their annual shareholders meeting last October.
“The media industry is one that, in my more than 50 years working in it, has evolved in ways people could never have imagined. With that in mind, and at a time when our financial position is stronger than ever, we have turned our attention in recent months back to the Internet. It is an area of the media industry we simply can’t ignore, and indeed has become our greatest single area of focus over the past year.
Why the urgency? Because the Internet is the fastest growing advertising market. It has the fastest growing audience. More importantly, broadband proliferation is at last real, meaning the opportunity is now to grow exponentially the distribution of our vast video content in news, sports and general entertainment.”
What Mr. Murdoch was saying is this, “What we thought was there then (the Dot Com Bust) is there now (connectivity). During the last 7 years, something powerful has occurred on the Internet – it has grown a back half. Search Engines took off when businesses recognized that the pre- Dot Com assessment of the Internet as cyber real estate were unfounded. Cyber techno geniuses found out the hard way that the Internet was not about location, location, location. Do you think Yahoo would pay Mark Cuban another $5.7 billion for his site, Broadcast Dot Com today? Maybe $5.7 million, but nowhere near $5.7 billion. Meanwhile, Rupert Murdoch has recognized publicly that the future of all media now sits on the Internet by paying $580 million cash for a two-year old website, Myspace, that had not even seen $20 million in gross revenues in its entire existence. Why?
Because Murdoch sees that the Internet is now connected. Just like a highway system across the roadmap of the United States, people are traveling all over the Internet. If one gets up high enough, you can see all the traffic at once.
To do so, requires that you understand what new mistakes – assumptions – are being made about today’s Internet.
There are four big mistakes people are making regarding the Internet right now that contribute to the predictive/logistic model we’ve built regarding the success of Tops In America.
THE FIRST MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET Most people see what’s happened with Google and Yahoo and they assume that the strength of major Search Engines is their database of information. Nothing could be further from the truth. Search Engines took off at the nexus of the Dot Com Bust in the 1990’s. The Dot Com Bust occurred because even the smartest of Venture Capitalists saw the potential of the Internet and invested in the Dot Com Boom based on the Internet being virtual Real Estate – location, location, location. It wasn’t based on location – then. Why? Because there was no way to sustain traffic. There was no interconnectivity on the Internet. The Search Engines took off because they gave the Internet a beginning. They gave the consumer a place to start and then get anywhere on the Internet. The strength of Search Engines was timing. They captured the market because they gave the market connectivity. In delivering an infrastructure for pedestrian travel on the Internet, the Search Engines gave the Internet it’s most prized commodity – connecitivity. So, the first big mistake being made about the Internet is the over-valuation of the Search Engine world as the center of Internet marketing success. After all, 3 out of every 4 unique visitor sessions to the Internet in the USA each day do not include a Search Engine. People get around on the Internet without the use of a Search Engine 75% of the time. This year Ford is spending $150 million on Internet marketing. Type “new cars” into a Google search and see where Ford is listed. They’re not. Why? Because they’re not about to put their money on something that is totally subjective and unpredictable like search rankings. They’ve taken a higher view of the road map and they’re finding the higher trafficked intersections in order to choose the places to set up their Internet advertising. MISTAKE #1 SUMMARY: It’s not about the Search Engines.
THE SECOND MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET Media giants such as CBS, Disney, Clear Channel Radio Stations and more believe the secret to the Internet is content. It’s not. They are so heavily invested in content with towers, equipment and talent that they automatically assume the Internet works based on the same principles as traditional media. They have to assume this because they have to protect their investment. It doesn’t. Put Seinfeld, the most popular TV show in history, on the Internet and few watch it. Why? Because the Internet is about connectivity. Furthermore, the number of Unique Visitor Sessions to the Internet each day in the United States is 800 million. And less than 25% of those go to or through a Search Engine. In other words, the size of the Internet Traffic NOT going to or through a Search Engine is 75% of the total Unique Visitor Sessions. Put another way – the non-linear part of the Internet is 3 times as large as the linear or Search Engine side of the Internet. Smart Internet marketing strategies mine and redirect traffic from throughout the Internet back to targeted sites without the use of a Search Engine. That’s because Internet success is not based on content, it’s based on connectivity. Look at Myspace. It has zero content unless someone gets connected and creates a piece of the content themselves. At this writing, there were more than 95 million accounts on Myspace and none of them found it on a Search Engine, nor did Myspace ever advertise in traditional media.
THE THIRD MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET Traditional marketing mavens still think they’re buying demographics. This is easy to understand. When someone makes a meaningful ad buy with a CBS or ABC affiliate or even on a national buy, they are targeting people who are most likely to buy their product, right? That should make sense to most anyone. Take for example a homebuilder. They are targeting a woman age 25 – 54 with their media dollars because their research shows that females dominate the decision matrix for a home purchase. In the non-traditional media world, the Internet world, your “ad buy” is based on words. All traffic moves on the Internet based on words. The same homebuilder buys “advertising” based on floor plans. If someone visits their site as a result of moving on the Internet based on the word set “floor plans” you have to see right away how that visit to their website is so much more valuable than a woman 25 – 54 who just saw their TV commercial or their print ad in the daily newspaper. Smart Internet marketing is about knowing the words of your industry. It’s really no more difficult than that. It’s about knowing how to move traffic around the Internet based on the principles of connectivity and the principles of “word ownership.”
THE FOURTH MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET The fourth mistake being made regarding the Internet is one of brand versus technology. There are only two parts to marketing: Brand and Technology. The problem is that traditional brand people too often do not integrate techn
I do some executive coaching and I have to tell you that even at that level many executives still don’t document their personal goals. Usually when I ask the question, “what are your personal non-business goals, I get an answer that generally has a little bit of whine in it surrounded by surprise that I even asked the question. A recent client of mine answered by saying: “Personal Goals, when do I have time for personal goals?”The fact was quite obvious that this particular executive had a major issue with balance in his life. I asked: “What is the one thing you would change about your personal lifestyle if you could change it tomorrow with no pain?” He knew the answer to this question immediately and quickly became animated as he started discussing his family relationships and the guilt he carried because he knew he was missing out on some of the most exciting days of his children’s lives.This is a very successful CEO that runs a distribution company with revenues that exceed two hundred million dollars. His company is future oriented, they practice scenario planning, have a vision for the future and a well developed strategic plan. Company goals and objectives are well doc
What Mr. Murdoch was saying is this, “What we thought was there then (the Dot Com Bust) is there now (connectivity). During the last 7 years, something powerful has occurred on the Internet – it has grown a back half. Search Engines took off when businesses recognized that the pre- Dot Com assessment of the Internet as cyber real estate were unfounded. Cyber techno geniuses found out the hard way that the Internet was not about location, location, location. Do you think Yahoo would pay Mark Cuban another $5.7 billion for his site, Broadcast Dot Com today? Maybe $5.7 million, but nowhere near $5.7 billion. Meanwhile, Rupert Murdoch has recognized publicly that the future of all media now sits on the Internet by paying $580 million cash for a two-year old website, Myspace, that had not even seen $20 million in gross revenues in its entire existence. Why?
Because Murdoch sees that the Internet is now connected. Just like a highway system across the roadmap of the United States, people are traveling all over the Internet. If one gets up high enough, you can see all the traffic at once.
To do so, requires that you understand what new mistakes – assumptions – are being made about today’s Internet.
There are four big mistakes people are making regarding the Internet right now that contribute to the predictive/logistic model we’ve built regarding the success of Tops In America.
THE FIRST MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET Most people see what’s happened with Google and Yahoo and they assume that the strength of major Search Engines is their database of information. Nothing could be further from the truth. Search Engines took off at the nexus of the Dot Com Bust in the 1990’s. The Dot Com Bust occurred because even the smartest of Venture Capitalists saw the potential of the Internet and invested in the Dot Com Boom based on the Internet being virtual Real Estate – location, location, location. It wasn’t based on location – then. Why? Because there was no way to sustain traffic. There was no interconnectivity on the Internet. The Search Engines took off because they gave the Internet a beginning. They gave the consumer a place to start and then get anywhere on the Internet. The strength of Search Engines was timing. They captured the market because they gave the market connectivity. In delivering an infrastructure for pedestrian travel on the Internet, the Search Engines gave the Internet it’s most prized commodity – connecitivity. So, the first big mistake being made about the Internet is the over-valuation of the Search Engine world as the center of Internet marketing success. After all, 3 out of every 4 unique visitor sessions to the Internet in the USA each day do not include a Search Engine. People get around on the Internet without the use of a Search Engine 75% of the time. This year Ford is spending $150 million on Internet marketing. Type “new cars” into a Google search and see where Ford is listed. They’re not. Why? Because they’re not about to put their money on something that is totally subjective and unpredictable like search rankings. They’ve taken a higher view of the road map and they’re finding the higher trafficked intersections in order to choose the places to set up their Internet advertising. MISTAKE #1 SUMMARY: It’s not about the Search Engines.
THE SECOND MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET Media giants such as CBS, Disney, Clear Channel Radio Stations and more believe the secret to the Internet is content. It’s not. They are so heavily invested in content with towers, equipment and talent that they automatically assume the Internet works based on the same principles as traditional media. They have to assume this because they have to protect their investment. It doesn’t. Put Seinfeld, the most popular TV show in history, on the Internet and few watch it. Why? Because the Internet is about connectivity. Furthermore, the number of Unique Visitor Sessions to the Internet each day in the United States is 800 million. And less than 25% of those go to or through a Search Engine. In other words, the size of the Internet Traffic NOT going to or through a Search Engine is 75% of the total Unique Visitor Sessions. Put another way – the non-linear part of the Internet is 3 times as large as the linear or Search Engine side of the Internet. Smart Internet marketing strategies mine and redirect traffic from throughout the Internet back to targeted sites without the use of a Search Engine. That’s because Internet success is not based on content, it’s based on connectivity. Look at Myspace. It has zero content unless someone gets connected and creates a piece of the content themselves. At this writing, there were more than 95 million accounts on Myspace and none of them found it on a Search Engine, nor did Myspace ever advertise in traditional media.
THE THIRD MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET Traditional marketing mavens still think they’re buying demographics. This is easy to understand. When someone makes a meaningful ad buy with a CBS or ABC affiliate or even on a national buy, they are targeting people who are most likely to buy their product, right? That should make sense to most anyone. Take for example a homebuilder. They are targeting a woman age 25 – 54 with their media dollars because their research shows that females dominate the decision matrix for a home purchase. In the non-traditional media world, the Internet world, your “ad buy” is based on words. All traffic moves on the Internet based on words. The same homebuilder buys “advertising” based on floor plans. If someone visits their site as a result of moving on the Internet based on the word set “floor plans” you have to see right away how that visit to their website is so much more valuable than a woman 25 – 54 who just saw their TV commercial or their print ad in the daily newspaper. Smart Internet marketing is about knowing the words of your industry. It’s really no more difficult than that. It’s about knowing how to move traffic around the Internet based on the principles of connectivity and the principles of “word ownership.”
THE FOURTH MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET The fourth mistake being made regarding the Internet is one of brand versus technology. There are only two parts to marketing: Brand and Technology. The problem is that traditional brand people too often do not integrate tech
Speed reading programs are developed to help individuals considerably increase their productivity and efficiency when it comes to reading. There are two primary schools of thoughts that are divided up between the lion's share of speed reading programs offered throughout the globe. The first has to do with scanning and is known as the traditional method of speed reading. The most recent speed reading teachings state that scanning is not the most effective way to speed read, and in its place it's possible to read entire chunks of a page at a time without moving your eyes to scan the pages.There are disagreements over which methods are better, and at long last it comes down to personal preference. One thing that many within the scientific community tend to agree with is that speed reading will never be able to allow you to fully understand the contents of a page, but in its place just get the gist of what the passage or story is talking about.If you were to examine Shakespeare for instance, regardless what speed reading application you opt for, you will not be able to master the Bard's colloquial speech without studying and analyzing various components surrounding the overall w
THE SECOND MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET Media giants such as CBS, Disney, Clear Channel Radio Stations and more believe the secret to the Internet is content. It’s not. They are so heavily invested in content with towers, equipment and talent that they automatically assume the Internet works based on the same principles as traditional media. They have to assume this because they have to protect their investment. It doesn’t. Put Seinfeld, the most popular TV show in history, on the Internet and few watch it. Why? Because the Internet is about connectivity. Furthermore, the number of Unique Visitor Sessions to the Internet each day in the United States is 800 million. And less than 25% of those go to or through a Search Engine. In other words, the size of the Internet Traffic NOT going to or through a Search Engine is 75% of the total Unique Visitor Sessions. Put another way – the non-linear part of the Internet is 3 times as large as the linear or Search Engine side of the Internet. Smart Internet marketing strategies mine and redirect traffic from throughout the Internet back to targeted sites without the use of a Search Engine. That’s because Internet success is not based on content, it’s based on connectivity. Look at Myspace. It has zero content unless someone gets connected and creates a piece of the content themselves. At this writing, there were more than 95 million accounts on Myspace and none of them found it on a Search Engine, nor did Myspace ever advertise in traditional media.
THE THIRD MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET Traditional marketing mavens still think they’re buying demographics. This is easy to understand. When someone makes a meaningful ad buy with a CBS or ABC affiliate or even on a national buy, they are targeting people who are most likely to buy their product, right? That should make sense to most anyone. Take for example a homebuilder. They are targeting a woman age 25 – 54 with their media dollars because their research shows that females dominate the decision matrix for a home purchase. In the non-traditional media world, the Internet world, your “ad buy” is based on words. All traffic moves on the Internet based on words. The same homebuilder buys “advertising” based on floor plans. If someone visits their site as a result of moving on the Internet based on the word set “floor plans” you have to see right away how that visit to their website is so much more valuable than a woman 25 – 54 who just saw their TV commercial or their print ad in the daily newspaper. Smart Internet marketing is about knowing the words of your industry. It’s really no more difficult than that. It’s about knowing how to move traffic around the Internet based on the principles of connectivity and the principles of “word ownership.”
THE FOURTH MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET The fourth mistake being made regarding the Internet is one of brand versus technology. There are only two parts to marketing: Brand and Technology. The problem is that traditional brand people too often do not integrate tech
You'll find that the extremely important skill of tactical communicating will be that much easier if you if know who it is you're talking to. Luckily, there's a simple, yet powerful formula that Myers & Briggs developed, to pinpoint different personalities, and what I'm referring to is the DISC, or D.I.S.C. personality profile.In its simplest form, the DISC model breaks all of us into 4 different personality types. The word DISC is an Acronym for these different types of people. The 4 Personalities are easily remembered using letters. But remembering how they act and react in real life is easiest by using birds!The "D" from D.I.S.C. is the Driver. These people are direct, forceful, and results oriented people. These types of people may not be very good at customer service or repetitive tasks. If they were a bird, they would be an eagle.An Eagle is top of the food chain. They fly alone, and they make quick decisions. As an aggressive animal, the link back to people in business is that these people are most often the ones with the big office - the President or Manager!You've probably run across this personality type with people who want short answers, no fluff.
THE SECOND MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET Media giants such as CBS, Disney, Clear Channel Radio Stations and more believe the secret to the Internet is content. It’s not. They are so heavily invested in content with towers, equipment and talent that they automatically assume the Internet works based on the same principles as traditional media. They have to assume this because they have to protect their investment. It doesn’t. Put Seinfeld, the most popular TV show in history, on the Internet and few watch it. Why? Because the Internet is about connectivity. Furthermore, the number of Unique Visitor Sessions to the Internet each day in the United States is 800 million. And less than 25% of those go to or through a Search Engine. In other words, the size of the Internet Traffic NOT going to or through a Search Engine is 75% of the total Unique Visitor Sessions. Put another way – the non-linear part of the Internet is 3 times as large as the linear or Search Engine side of the Internet. Smart Internet marketing strategies mine and redirect traffic from throughout the Internet back to targeted sites without the use of a Search Engine. That’s because Internet success is not based on content, it’s based on connectivity. Look at Myspace. It has zero content unless someone gets connected and creates a piece of the content themselves. At this writing, there were more than 95 million accounts on Myspace and none of them found it on a Search Engine, nor did Myspace ever advertise in traditional media.
THE THIRD MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET Traditional marketing mavens still think they’re buying demographics. This is easy to understand. When someone makes a meaningful ad buy with a CBS or ABC affiliate or even on a national buy, they are targeting people who are most likely to buy their product, right? That should make sense to most anyone. Take for example a homebuilder. They are targeting a woman age 25 – 54 with their media dollars because their research shows that females dominate the decision matrix for a home purchase. In the non-traditional media world, the Internet world, your “ad buy” is based on words. All traffic moves on the Internet based on words. The same homebuilder buys “advertising” based on floor plans. If someone visits their site as a result of moving on the Internet based on the word set “floor plans” you have to see right away how that visit to their website is so much more valuable than a woman 25 – 54 who just saw their TV commercial or their print ad in the daily newspaper. Smart Internet marketing is about knowing the words of your industry. It’s really no more difficult than that. It’s about knowing how to move traffic around the Internet based on the principles of connectivity and the principles of “word ownership.”
THE FOURTH MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET The fourth mistake being made regarding the Internet is one of brand versus technology. There are only two parts to marketing: Brand and Technology. The problem is that traditional brand people too often do not integrate tech
An Internet marketing firm can offer the push that any business web site needs to be recognized by the web world. For large and small-scale commercial business it is risky to use attractive methods of Internet marketing in order to get desired commercial traffic. Many companies do not have that much capability of promoting their website, so they hire Internet Marketing Consultants. For newly launched website, it is best to secure the services of an Internet marketing firm from the beginning. On the other hand for the existing websites, it is not too late to hire Internet Marketing Consultants.In order to earn more revenue from the business Internet marketing is the best way. You can increase your ROI (Return on Investment) through Internet marketing. Experts of Internet Marketing can offer effective strategies that include proper web optimization, relevant marketing strategies, and comprehensive testing and analysis. If you are having good site with effective services, but people are not aware of it than there is no use of such website. An Internet Marketing Firm can help you to get more traffic by online marketing and promoting your site, which results in publicity of your site
THE THIRD MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET Traditional marketing mavens still think they’re buying demographics. This is easy to understand. When someone makes a meaningful ad buy with a CBS or ABC affiliate or even on a national buy, they are targeting people who are most likely to buy their product, right? That should make sense to most anyone. Take for example a homebuilder. They are targeting a woman age 25 – 54 with their media dollars because their research shows that females dominate the decision matrix for a home purchase. In the non-traditional media world, the Internet world, your “ad buy” is based on words. All traffic moves on the Internet based on words. The same homebuilder buys “advertising” based on floor plans. If someone visits their site as a result of moving on the Internet based on the word set “floor plans” you have to see right away how that visit to their website is so much more valuable than a woman 25 – 54 who just saw their TV commercial or their print ad in the daily newspaper. Smart Internet marketing is about knowing the words of your industry. It’s really no more difficult than that. It’s about knowing how to move traffic around the Internet based on the principles of connectivity and the principles of “word ownership.”
THE FOURTH MISTAKE BUSINESSES ARE MAKING REGARDING THE INTERNET The fourth mistake being made regarding the Internet is one of brand versus technology. There are only two parts to marketing: Brand and Technology. The problem is that traditional brand people too often do not integrate technology properly into their marketing approach – usually because they don’t understand the Internet but they do understand newspapers, television and radio. On the other hand, the new media people believe it’s all about the Internet and their technology so they forego the potential of branding because they think branding’s role ends with all traditional media. Smart Internet Marketing combines both brand and technology. Brand is nothing more than perception and perception is measured in words – the words people use to describe your business and it’s product/service offerings.
CONCLUSION So smart Internet marketing in 2006 is simple to understand if you understand the four mistakes being made regarding marketing in this fast changing world. Recognize that the Internet has a non-linear side that is 3 times the side that is owned by the Search Engines.
Moving to mine and redirect traffic is not a technology but it is a process – a process based on sound mathematical and branding principles. MATHEMATICAL PRINCIPLE: The economies of scale for the group are always more powerful than those of the individual. BRAND PRINCIPLE: The brand for your business is about owning words on the Internet and those words should form the basis of what people say about you and your business.
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