Search Engine Marketing (SEM): [searm] SEM comprises SEO and search engine advertising. Search engine advertising, in its current model, typically uses text-based advertisements that the marketer bids on based on the keywords the marketer wants to associate with the advertisement (contextual advertising). The business model is typically PPC. Goto.com pioneered the PPC model for search engine advertising. Goto.com was purchased by Overture which was ultimately purchased by Yahoo! Google's Google Adwords is the main competitor. Both these networks supply advertisements for other sites.
Search Engine Optimization (SEO): [searo] SEO refers to the art of designing a web-site for better listings in search engines. This includes ensuring you have the appropriate keywords in the body text of the site, in the title tag and the meta tags. Google's PageRank algorithm also rewards sites that have inbound links, and even considers the anchor text of the inbound links. Search engines also reward sites with fresh content. Regularly updated blogs therefore serve as a good SEO tool.
Viral Marketing: [vir] Is a marketing technique that takes advantage of a marketer's customers in promoting the product. This technique was pioneered by Hotmail. Hotmail launched its free web-based e-mail service with the tag line (at the bottom of each e-mail) "Get your free e-mail at Hotmail." As customers used this e-mail service, and were e-mailing others, they were effectively sending an advertisement for the product. This attracted new customers, who repeated the process. Once a critical mass of consumers were using Hotmail, a tipping point was reached, where the number of new users started to increase non-linearly. Hotmail soon became the fastest growing media company in history. Illustrations of its success include it being the leading provider of e-mail service in
Word of Mouth Marketing: [wor] Word of Mouth Marketing (WOMM) refers to the marketing that can be gained by actively engaging customers to share insights with each other (create buzz that goes viral). WOMM has clearly been around since the inception of marketing, but has gained more prominance with the evolution of the internet, and the ease with which customers can share their stories. Web 2.0 technologies such as Blogs and News Readers are enabling WOMM. Discussion Boards have helped customers form communities. Good WOMM relies on great products that customers willingly evangelize. Marketers have been prone to try to 'effect' this by incentivizing 'fake' customers to talk about their products. This can backfire.
One can now consider marketing initiatives as three concentric circles: the inner circle representing traditional / push marketing; the middle circle representing a company's direct efforts to engage with customers with the web (hosting a blog, a discussion board etc.), WOMM; the outer circle representing the broader web, where the company's product is being discussed outside of its own web domain.
Word-of-mouth is now buzz marketing, viral marketing, community marketing, grassroots marketing, evangelist marketing, product seeding, influencer marketing, cause marketing, conversation creation, brand blogging and referral programs. That's the good stuff. What isn't so good is stealth marketing, shilling, infiltration, comment spam, defacement and falsifications
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