Posts Tagged ‘internet marketing’



April 15, 2019

THIS WEEK (APR 15-APRIL 21) – Here are a few marketing tips and research thoughts for tax week (and Oregon’s Governor’s Tourism Conference week). As always, contact me if you have any questions or topics you would like me to cover.




With the World Wide Web turning 30 this year, 90% of Americans now use the internet, up from around 50% in the early 2000s. Around seven-in-ten use at least one social media site, up from just 5% in 2005. Americans are increasingly connected while “on the go” via mobile devices; 77% of us own a smartphone, up from just 35% in 2011.


One of the biggest dangers in marketing is pigeonholing: placing people in neat categories for your convenience, which usually fails to reflect actual complexities. That’s why I found this 2018 PEW Study interesting. Most political Independents are not independent. Among the public overall, 38% describe themselves as Independents, while 31% are Democrats and 26% call themselves Republicans. But less than 10% of Independents say they have no partisan leaning. That is one reason why polling today is often wrong. Want to learn more about polling today? I have developed a free presentation for service clubs and others about the “Can You Trust Polls Today?” Happy to share with your group. Contact me.


Interesting read from Randy Browning of Deloitte Consulting about how brands can’t control their marketing messages online. Consumers – armed with smartphones, tablets, and mobile apps – Often research, buy, review, and recommend products with no involvement from you. This is a dramatic shift from 10 years ago, when brands largely controlled the marketing message. Consumers are now content creators instead of just consumers, and communications is now happening in real time. The balance of power has shifted. This means you need to rethink your marketing today. Can you market in real time? A good topic for your marketing meet.


Finally, if you are a marketer, you know that organic search traffic is the best source of quality leads across all the traffic channels available to you. Research shows it can be up to seven times more likely to convert a web visitor into a customer vs. a traffic source you paid for. That’s why it’s critically important to keep SEO best practices in mind. The blog had an excellent article on the eight SEO tips for a landing page. Email me and I will be happy to share it.

Until next week, thanks for reading. As always, contact me if you have any questions or topics you would like me to cover.



June 19, 2012

ICANN (The Internet Corporation for Assigned Names and Numbers) is the group that approves the part of the Internet address that comes after the dot (the domain name extension). Originally, they authorized three: .com, .net, and .org. Currently they allow 22, but they are in the process of adding thousands more. Last week ICANN released a new list of 1,000+ proposed domain names. ICANN President Rod Beckstrom says that they received more than 1,900 requests for new domain names during the application period, which ended in May. Each application required a payment of $185,000, so it is certainly a big league game.

Amazon, Apple, Microsoft and Google all applied for domain name extensions related to their name. Dot-app was one of the most sought after names (13 requests to own that one). There were three requests for dot-dog, none for dot-cat. Dot-love, dot-wedding, dot-sexy and dot-porn also made the list of proposed domain names. None have been approved yet and they may not be. None will enter the Internet until they have undergone a rigorous, objective and independent evaluation according to Beckstrom.

So, what is the marketing value of having one of the new 1,000+ domain extensions? In my opinion, it will eventually be zero. How in the world is anyone going to remember that many different domain extensions?

When my partners and I launched a website (Oregon retirement) in 2005 we had to choose .info  because the top three (.com, .net, .org) were not available. When we launched our national site earlier this year (RetireUSA) we choose .net  because it was available. Traffic is growing much faster with .net than .info. So, yes, there is value to a domain extension, but how many will reach a critical mass to develop consumer awareness?

The dramatic expansion of domain extensions will make search engines optimization (SEO) even more in the driver’s seat for most businesses. Few people will remember thousands of unique extensions. They will simply go to their favorite search engine and type in the name of the company. The marketing challenge will be getting people to remember what is in front of the dot, not after it. That means brand awareness. Save your money. Put $185,000 into building your brand.