Anthill Magazine

Poor Myspace. It’s been on its last air-guitar-riffing, crowd-surf-groping, drug-fuelled stagger for several years now. Indeed, the only thing that has kept its face from plunging into the vomit-filled toilet bowl of obscurity has been the way musicians have used the platform to self-promote… until now.

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This article is the fourth in The Anthill Guide to Online Marketing for Small Business (and Startups) series. Last time, we identified common terminology associated with online marketing and revealed how some websites artificially inflate Page Impressions. Today, we continue this theme and look more deeply into the science of online advertising, so that you may talk like an expert, and get ROI!

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Booking an effective media campaign should be easy when there are a huge amount of impressions available on the Internet. But your online campaigns are becoming less and less effective as banners continue to be shown over and over to the same audience. Here are some strategies to increase your campaign effectiveness and results.

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For the first article in this series, I asked ‘Why are you bothering with online marketing?’ My purpose, of course, was to emphasise the importance of creating measurable goals. But, be warned, even the most splashy, expensive, creative, courageous marketing initiative will fail if it is not built on a suitable foundation. To generate any interest in the online space, you must first develop a compelling reason for your target market to actually want to engage with you.

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When the climatic finale of the television series ‘Lost’ aired earlier this year, BitTorrent news service TorrentFreak estimated that 15% of all torrent downloads of the final episode originated from Australia, despite the country representing only 0.3% of the world’s population. Do we blame our convict past or lack of access to legal channels?

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Australian small businesses that use social media as part of their online business strategy are more likely to achieve greater revenue returns from their websites than those that don’t, according to a new research report launched by Melbourne IT. The results also found mobile applications on the rise and confusion around cloud computing.

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We all know David Koch as the affable, and sometimes goofy, host of Sunrise. As such, it’s often easy to forget that the Channel Seven star and household name initially made his mark in the media world as a finance journalist, turned magazine publisher. Few people also appreciate the marketing thought that goes into a television program like Sunrise and the creation of a personal brand like ‘Kochie’.

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It was only a matter of time. Columbia Pictures has adapted the story of Mark Zuckerberg, the founder of Facebook, to create The Social Network, due for US release in October. However, it’s likely to face stiff competition, with the Middle Men due for release in August. Yup, it’s another tale of internet fame and fortune ‘based on a real story’ — the ‘invention’ of ecommerce.

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The advent of social media and real-time web networks means that the youth of today are more likely to source information from someone they know than via traditional media. Not only does this undermine most previous media models but it also poses the questions of how do you predict this trend and, more importantly, how do you capitalise on it? Here, Managing Director of venture capital firm Draper Fisher Jurvetson (DFJ) Steve Jurvetson, speaking at the 11th Annual Top Tech Trends at the Churchill Club in 2009, gives his view on what the next five to six years hold and where he sees the opportunities in federated media.

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Sponsored Message: Are you an over-worked, underpaid business owner? Wouldn’t you prefer to be an entrepreneurial Renegade Rockstar? Register for your free ‘Productise or Die’ DVD.

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