By Mark Joyner 課程
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CEO, Aesop Marketing Corporation
Online Marketing can be extremely lucrative
if done properly, but can be a colossal
waste of time if handled poorly. Use
caution and take this very seriously.
With that said, let's get started with the
This first lesson will cover some theoretical
principles (基礎原理) you must understand. This
information should be well absorbed before
we attack the practical stuff.
There are two primary tasks every Internet
Marketer must complete:
a) Attention. 攖取注意
Before anything else must happen, you need
to get the attention of the web surfer.
網頁. This is not an easy task as his
attention span is short and there are
millions of others out there competing
for his attention as well.
Once you have the attention of the websurfer,
you need to entice him to act. Of course,
there are a great many "acts" he must do
before reaching your final goal, but you
need to guide him each step of the way or
he will be gone. 逐步引導瀏覽者行使
If you focus on these two steps at all times
and have a clear intention in mind of which
steps you want him to take, you will do
Of course, it's not as simple as that... Before
we go any further, though, let's look at some
of the basic principles upon which Internet
Marketing is based:
a) Utility is the bottom line.
If it works, it works. Do what works. If you
have been doing something that works and most
people advise against it, they are wrong. By
the same token, if you get some great expert
advice and it is not working for you, you
need to change your tactics.
b) The average web surfer is more interested in
information than in widgets. 網上瀏覽者渴求
That is, most people do not go to the web to
buy products, they go there to find information
or for entertainment. This is not to say
that people do not go online with the intent
to buy. They most certainly do. However,
I'm sure you'll find from your own personal
experience that you spend far more time
online browsing and searching than you do
product hunting. Everyone is targeting the
one ready to buy. Your time is better spent
making good solid relationships with the
casual surfer and *telling* them to buy,
not waiting for them to seek you out.
c) Every campaign must be tailored.
What works for one site may not work for
d) Marketing is not an exacting science.
It is quite difficult to tell which
techniques are working and which are not.
You can analyze your server logs and see
where hits are coming from, but you can
never know exactly what causes an increase
or decrease in traffic. For instance, if you
place an ad at site X and you get a bunch of
hits from site X, you cannot be guaranteed
that the same ad at site Y or another ad at
site X will be effective. All you know is
that particular ad (廣告) worked at that
time atthat place. 經驗通常只告訴你:
得成功. From there you can make educated
inferences. That is not to say you should
just give up on trying to figure out why
things are happening. *Absolutely not!*
You should spend as much time analyzing and
testing your campaigns as possible. 應盡可能
you need to be sure to take what you learn
with a grain of salt. The net changes faster
than you can imagine. What works right now
may not work tomorrow. You need to be
aware of this and keep your marketing approach
e) Do no harm!
The golden rule of medicine should be heeded
by you as well. Don't start any aspect of
your campaign hastily. Remember that you are
not just trying to get people to buy your
product but you are also building an image.
People will buy what they think is good,
regardless of how good it really is. If they
think a product is shoddy, they will not buy
it even if it is the best thing since sliced
bread. When you start a particular phase of
your campaign, ask yourself: "What image is
this creating for me and my products?"
f) Don't be afraid to take risks or be
This may seem to contradict the above rule.
Well, it does, but it is valid as well. The
greatest minds of history have always gone
against convention and done things that they
knew were right. The Internet is changing
so rapidly that innovation is not just
a nice thing but a *requirement*. 互聯網發展
The market is absolutely huge. *Global* in
dimension to state the obvious. Conversely,
so is the competition! 網上全球商機宏大,
Can you strike a balance between these
last two rules?
著作人為 Aesop Marketing Corp 網上行銷行政總裁.
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