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Media Buying and Planning -- Above All Else, Have the End in Mind

Tue, 03 Jun 2008 18:55:00 -0500

Going back to the second leg of your marketing stool -- tactics -- I want to talk here a bit about your media buying and planning. If you decide that a paid campaign, whether it be pay-per-click, ads in trade magazines, radio, television -- anything that costs you more than your time (article marketing and networking on social websites and forums are examples) -- you’ll need to get a clear view of your budget. More importantly, you'll want to get a clear vision of who your target market is and where they hang out.

Yet there’s a third step in creating your vision. This may the most important of all. You'll want to decide the what of your campaign, your objective. That is, do you want people to buy right now, today, this minute? Or are you looking at raising brand awareness. The first will result in a shorter, more intense media buying plan. The second takes a long-term view and you should expect that results may not come quickly and this must be factored into renewal decisions that are solely based on ROI calculations.

As a web hosting company, your target market is a relatively narrow niche. So you'll probably want to stay away from buying spots in such media as radio, television, general interest magazines, untargeted online banner networks, etc. Instead, you should focus your media buys to trade websites/publications. This is good news for several reasons: 1) keeping your media buying targeted will keep your advertising costs relatively low and 2) you’ll find relatively quickly if your ad campaign is working. You’ll be able to track your results easily and you’ll see soon enough if one media buy brings you better results than another.

For my next post, I'll talk about what you need to do before you purchase even one banner ad.

Just in case WordPress rubs you the wrong way or your just not happy with it - here are some of my favorite content management systems that are not WordPress.

Niels

Mon, 19 May 2008 13:43:20 -0800

theWHIR.com posted a photo:

Maximizing Your Mindshare (and Wallet Share) in the New World of SaaS

Thu, 01 Mar 2007 15:11:00 -0400

I really like SMBLive CEO Matt Howard's way of looking at software as a service. (Some argue that we should start calling it software enabled service.) Matt says running a business is all about maintaining "5 conversations": with oneself, co-workers, external partners (vendors/contractors/distributors), customers and the general public. So ideally, web apps should facilitate personal productivity,
collaboration, vendor management, CRM and sales/marketing.

Traditionally, hosting providers have focused on helping customers maintain a web presence - which only fulfills 20% of the functionalities Matt describes. So I thought it was pretty awesome when Barbara Branaman mentioned that Concentric is in the process of integrating its new collaboration service with its clustered hosting and email solutions. I said the unified offering should help Concentric increase mindshare. Barbara said also importantly, it will boost wallet share. The goal is to earn a larger slice of more customers' IT budgets.

Barbara will need to keep a close eye on Google, whose Apps Premier cover about half of the 5 conversations. Remember last December's headlines about Microsoft battling Gmail for corporate workers' attention? It seems Redmond faces an even tougher challenge with respect to productivity apps: Ars Technica reported yesterday that Google Docs and Spreadsheet account for a 92% share of unique visitors, and 95% of the amount of time spent. I'm not impressed with Google Pages, but Blogger is pretty popular. I'm sure sooner or later both will be rolled into Google Apps, along with Google Base.

Meanwhile, have you heard about eBay's new partnerships with ERP/CRM provider NetSuite (spotted via Mark Crofton's blog) and popular social network Bebo? And SalesForce is looking to build a "circle of success" around its CRM app; David Berlind says their odds are decent.

Earlier David Snead asked via a comment on an earlier post whether easy interoperability between different vendors' apps will obviate the need for hosting providers to customize services for any audience. Based on Rodney Loges' experience, I think the answer is no.

Rodney (who was instrumental in digitalNATION's $100 million sale to Verio as well as Rackspace's launch of its Intensive service) has transformed his company from a web development firm into a SaaS provider by assembling a suite of best-of-breed content management, web analytics, collaboration, etc, tools for associations and non-profits. Each hand-picked application meets specific requirements that his customers share. I think that's what it takes to win in SaaS/SES - of which hosting is just a small percent. In other words, the key is customer segmentation.

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late summer of 1997, they have been doing business since I have been online
(about the same year).

While the prices are very competitive at 1 and 1 their customer service seams to
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(something that is very important when evaluating hosting companies). The
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arise. This is 1and1 biggest down fall and the reason for the sub par hosting
grade here on Cheap Hosting Reviews.Net

Services Offered:

As mentioned 1and1.com offers a wide selection of hosting plans and packages as
well as virtual private server, dedicated servers and click and go eCommerce
hosting options (they call these plans eshops). Where 1and1.com shines is their
uptime which steams from a robust set of data centers that have been built �from
the ground up using advanced technology�.

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It is with a heavy heart that we have come to the end of this beautiful composition on reseller program. Please do disburse its beauty to others.
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