Internet
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Traditional printed magazines have perhaps the toughest battle to wage against the competitive Web onslaught. Magazines have proliferated by offering highly targeted titles and content to specific market segments. However, this is precisely the same advantage (and more) that the Web possesses. According to the 2005/06 Handbook on the Magazine Publishers Of American (MPA) site, there were 18,821 printed magazine titles in 2004 (the latest statistics). This figure has remained relatively stable for the last ten years. But trouble appears to loom on the horizon.
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Over at MarketingProfs, Eric Frenchman has a good overview of RSS and its potential for marketers.
Like all opt-in tactics, RSS represents tremendous opportunity and responsibility. Each subscriber is a captive and interested audience member who chose your feed for its relevance and potential. Your feed’s content, frequency and quality must meet those expectations. If it breaks that bond – with lousy content, unexpected marketing messages or other surprises – you’ve lost that opportunity. Audience trust can be lost in many ways, but opt-in tactics such as RSS require extra care.
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The growth of new media has been sustained and impressive. By new media, I mean media that easily allows anybody with Internet access to add content to the Web: blogs, citizen journalism, social networks, YouTube, Flickr, etc. A recent series of articles in the Economist has an excellent overview on this growth. The link here provides access to the first article in the series and further links to the other stories. You can also download a PDF of the whole series for $5. The Economist has done a nice job of putting this growth in historical context.
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A new study by Yahoo and OMD reveals how profoundly the Internet and other digital technologies have changed the way people shop for products and ultimately make purchases. The study titled, “The Long and Winding Road: The Route to the Cash Register” found that while two-thirds of people make most of their purchases at a retail store, 62 percent have done prior research online before they buy. Most of this online research is to compare prices, review options, or see what others have said about the product or company.
The study also highlighted four distinct paths consumers travel on their way to a purchase:
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When I first ran across ShinyLetter I didn’t quite know what to think. ShinyLetter lets you compose a letter online and for two dollars they will print and send your letter through the good old postal system. But how hard is it to sit down, pull out some paper and a pen, write your letter and mail it yourself? Once I thought about it, I figured that unless you have stamps and envelopes on hand, it could be more work than a lot of people care to put into it. Even with that in mind, this site is taking niche marketing to new heights targeting the incredibly lazy and people who don’t own printers but have mail to send.
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