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Information technology services industry

Leveraging Online Marketing for Business Growth

Strategic Insights

— 2 min read

Online marketing offers a cost-effective way for entrepreneurs to access new customers, enhance brand awareness, and strengthen customer relationships. The Kauffman eVenturing website, operated by the Ewing Marion Kauffman Foundation, features a collection of articles to help entrepreneurs understand and implement online marketing strategies effectively.

Key Takeaways:

  • Search engine optimization and keyword advertising are crucial aspects of online marketing, as highlighted by articles on the Kauffman eVenturing website.
  • The blogosphere is rapidly growing, doubling in size roughly every 200 days, and is empowering consumers and companies to build concrete two-way relationships with their customers, as noted by David L. Sifry, founder and CEO of Technorati, Inc.
  • MySpace is a significant social media platform that offers marketing opportunities, particularly for record producers, entertainment companies, cause marketers, and book publishers seeking to reach teens, as emphasized by Zachary Rodgers, deputy managing editor for the ClickZ Network.
  • Developing online publications that serve a target audience and marketing objectives is essential for entrepreneurs, as outlined by Todd Smart, founder and president of BeTuitive Publishing.
  • Handling online customer feedback by understanding and resolving criticism, as well as publicly communicating efforts to address the issue, is crucial for enhancing a business's reputation, as advised by John Villafranco, partner, and Alysa Zeltzer, attorney, with Kelley Drye Collier Shannon.
  • Chris Topping, CEO of Petals Decorative Accents, shares his company's successful online marketing strategy, focusing on increasing website traffic and enhancing the customer's site experience, resulting in tripled online sales in 2006 compared to 2004 levels.
  • Using eBay as a distribution channel can help entrepreneurs reach a huge potential customer base, including a rapidly growing business-to-business component, as explained by Debbie Gordon, president/CEO of Snappy Auctions, Inc.

Statistics:

  • The blogosphere is doubling in size roughly every 200 days [1].
  • Petals Decorative Accents' online sales are expected to triple in 2006 compared to 2004 levels, accounting for about one-third of the company's overall business [2].
  • Google Analytics is a free service that helps advertisers track traffic from keywords, hits from unpaid searches, and other metrics [3].
  • The types of personal customer information protected by state privacy and data security rules include social security numbers, credit card information, and financial account information [3].
  • The Kauffman eVenturing site is dedicated to serving the needs of growth-oriented entrepreneurs, featuring a new collection of articles every month on key themes of interest [4].
  • The Ewing Marion Kauffman Foundation was established in the mid-1960s by the late entrepreneur and philanthropist Ewing Marion Kauffman [5].

Sources:

  • [1] "The Rise of the Participant Economy" by David L. Sifry, founder and CEO, Technorati, Inc.
  • [2] "Giving Online Marketing a Greater Share" by Chris Topping, CEO, Petals Decorative Accents
  • [3] Guide to Google Analytics and chart showing the types of personal customer information protected by state privacy and data security rules, featured on the Kauffman eVenturing site.
  • [4] "Online Marketing Strategies" featured on the Kauffman eVenturing site.
  • [5] About the Ewing Marion Kauffman Foundation.

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