Chapter 12. The Power of PARM: Positioning Your Business
William James, the famous nineteenth-century philosopher, once compared the universe to a "blooming, buzzing mass of confusion." Internet marketing can also resemble a mass of confusion to those trying to understand and use an almost infinite variety of marketing tools and tactics. Search engine submittals, placement and optimization, keyword purchases, promotional emails, text, HTML and rich media newsletters, opt-in list building, database email marketing, affiliate marketing, strategic partnerships, link exchanges, banner exchanges, newsgroup and forum postings, community building, and websites, newsletter, and electronic magazine advertising are just some of the many marketing tools available to you to market and promote your Yahoo! store. These are only the ones we use today. With the advent of the "always on," always connected Internet to every digital device, we're sure to see marketing strategies and tactics that we haven't even thought of yet. What we need is an "organizing concept" that can make sense of this blooming, buzzing confusion and make this vast variety of e-marketing tools work in concert to achieve your company's e-commerce goals and objectives. In this chapter and the three that follow, we discuss the power of PARM (positioning, acquiring, retaining, and monetizing) as an organizing concept for your Yahoo! store marketing strategy. |
EAN: 2147483647
Pages: 208