The Ten Golden Rules of Online Marketing Presented to The American Marketing Association and The Direct Marketing Association May 20, 2004 Jay Berkowitz [email protected] 561-716-1334
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The
Ten
Gol
den
Rul
es o
f O
nlin
e M
arke
ting
Pres
ente
d to
Th
e Am
eric
an M
arke
ting
Asso
ciat
ion
and
The
Dire
ct M
arke
ting
Asso
ciat
ion
May
20,
200
4
Jay
Berk
owitz
jay@
teng
olde
nrul
es.c
om56
1-71
6-13
34
The
Inte
rnet
is o
n Fi
re�
agai
n
�O
nlin
e re
tail
will
reac
h $6
5 Bi
llion
in 2
004
(+ 2
4%)
Jupi
terM
edia
�Ve
ntur
e C
apita
l Inv
estm
ents
$5
Billio
n Q
1 Busi
ness
Wee
k
�22
6,40
9,99
4 (6
9.3%
)will
use
the
inte
rnet
in 2
004
Nie
lsen
Net
Rat
ings
�R
ecor
d 60
milli
on d
omai
n na
mes
regi
ster
ed in
200
3 M
onik
er.c
om
Rul
e #1
-Th
ere
are
no �r
ules
�
�Bl
ock
ever
ythi
ng y
ou �k
now
� abo
ut
mar
ketin
g�
Test
, tes
t and
test
aga
in�
Appl
ies
for s
ite d
esig
n, b
anne
rs, s
earc
h,
emai
l, pr
icin
g �
Appl
y di
rect
mar
ketin
g pr
actic
es�
40:4
0:20
rule
�Id
entif
y �c
ontro
l� �
Ther
e ar
e no
bad
idea
s
Way
back
Mac
hine
Oct
ober
200
0
June
200
3
Nov
embe
r 17,
200
3
Janu
ary
2004
April
200
4
Rul
e #2
-Th
e In
tern
et is
not
tele
visi
on.
Step
1:
Wha
t is
a cu
stom
er w
orth
?LT
V �
Life
Tim
e Va
lue
Anal
ysis
Life
Tim
e Va
lue
Anal
ysis
CPA
�C
ost P
er A
cqui
sitio
n
CPA
�C
ost P
er A
cqui
sitio
n
Rul
e #2
-Th
e In
tern
et is
not
tele
visi
on.
Step
1:
Wha
t is
a cu
stom
er w
orth
?LT
V �
Life
Tim
e Va
lue
Anal
ysis
Step
2:
Wha
t doe
s it
cost
to a
cqui
re a
cu
stom
er?
CPA
�C
ost P
er A
cqui
sitio
n
Step
3:
Mak
e su
re c
usto
mer
s ca
n fin
d yo
u:�S
earc
h is
the
new
Prim
e Ti
me�
Ten
Gol
den
Tips
for S
EO�S
earc
h En
gine
Opt
imiz
atio
n�Ev
alua
tion
1.Fi
nd o
ut W
here
You
sta
nd
�Se
arch
�key
wor
ds� o
n G
oogl
e (M
SN, Y
ahoo
and
AO
L)
Free
Sea
rch
�PR
��N
atur
al� o
r �O
rgan
ic�
Pay-
Per-C
lick
Sear
ch
�Pai
d Ad
verti
sing
�
Ten
Gol
den
Tips
for S
EO�S
earc
h En
gine
Opt
imiz
atio
n�Ev
alua
tion
1.Fi
nd o
ut W
here
You
sta
nd
�Se
arch
�key
wor
ds� o
n G
oogl
e (M
SN, Y
ahoo
and
AO
L)
�G
oogl
e Pa
ge R
ank
http
://to
olba
r.goo
gle.
com
�A
link
from
pag
e A
to p
age
B is
a v
ote
for p
age
B.�
Vote
s ca
st b
y "im
porta
nt" p
ages
wei
gh m
ore
heav
ily
�R
elev
ant p
ages
wei
gh m
ore
heav
ily
Page
Ran
k up
to
6/10
!
Ten
Gol
den
Tips
for S
EO�S
earc
h En
gine
Opt
imiz
atio
n�Ev
alua
tion
1.Fi
nd o
ut W
here
You
sta
nd
�Se
arch
�key
wor
ds� o
n G
oogl
e (M
SN, Y
ahoo
and
AO
L)�
Goo
gle
Page
Ran
k h
ttp://
tool
bar.g
oogl
e.co
m�
A lin
k fro
m p
age
A to
pag
e B
is a
vot
e fo
r pag
e B.
�Vo
tes
cast
by
"impo
rtant
" pag
es w
eigh
mor
e he
avily
�
Rel
evan
t pag
es w
eigh
mor
e he
avily
�Al
exa.
com
http
://do
wnl
oad.
alex
a.co
m/in
dex.
cgi
�R
anki
ng b
ased
on
uniq
ue v
isito
rs a
nd p
age
view
s �
Traf
fic D
etai
ls�
Rel
ated
Lin
ks
Alex
a Sc
ore
363,
757
Ten
Gol
den
Tips
for S
EO
Eval
uatio
n1.
Find
out
Whe
re Y
ou s
tand
2.
Use
Fre
e to
ols
to e
valu
ate
your
site
/key
wor
ds:
ww
w.g
loba
lpro
mot
er.c
om3.
Hav
e a
stro
ng T
itle
Tag
and
Des
crip
tion
usin
g m
ost r
elev
ant k
eyw
ords
Ove
r 120
,000
sea
rche
s ea
ch m
onth
incl
ude
the
term
�Flo
rida
Mor
tgag
e�.
(Mul
tiply
by
3 fo
r all
sear
ch e
ngin
es).
Keyw
ord
Sugg
estio
n To
olw
ww
.glo
balp
rom
oter
.com
Goo
gle
Keyw
ord
Tool
http
s://a
dwor
ds.g
oogl
e.co
m/s
elec
t/mai
n?cm
d=Ke
ywor
dSan
dbox
Ten
Gol
den
Tips
for S
EOEv
alua
tion
1.Fi
nd o
ut W
here
You
sta
nd
2.U
se F
ree
tool
s to
eva
luat
e yo
ur s
ite
Nat
ural
Opt
imiz
atio
n3.
Title
and
des
crip
tion
mus
t use
you
r bes
t key
wor
ds4.
Con
tent
on
site
feat
ures
key
wor
ds y
ou w
ant t
o ta
rget
Add
�Alt
Text
� to
imag
es
Ten
Gol
den
Tips
for S
EOEv
alua
tion
1.Fi
nd o
ut W
here
You
sta
nd
2.U
se F
ree
tool
s to
eva
luat
e yo
ur s
ite
Nat
ural
Opt
imiz
atio
n3.
Title
and
des
crip
tion
mus
t use
you
r bes
t key
wor
ds4.
Con
tent
on
site
feat
ures
key
wor
ds y
ou w
ant t
o ta
rget
5.
Use
�Alt
text
� tab
on
phot
os6.
Trad
e lin
ks fr
om y
our s
ite w
ith o
ther
rele
vant
, ran
ked
site
s (c
reat
e a
vote
from
site
B fo
r you
r site
)
Page
Ran
k 5/
10Al
exa
Scor
e 1,
095,
556
Ten
Gol
den
Tips
for S
EOEv
alua
tion
1.Fi
nd o
ut W
here
You
sta
nd
2.U
se F
ree
tool
s to
eva
luat
e yo
ur s
ite
Nat
ural
Opt
imiz
atio
n3.
Title
and
des
crip
tion
mus
t use
you
r bes
t key
wor
ds4.
Con
tent
on
site
feat
ures
key
wor
ds y
ou w
ant t
o ta
rget
5.
Use
�Alt
text
� tab
on
phot
os6.
Trad
e lin
ks fr
om y
our s
ite w
ith o
ther
rele
vant
, ran
ked
site
s7.
Use
free
sub
mis
sion
tool
s -G
oogl
e �S
ubm
it a
Site
�, Ya
hoo
�Sug
gest
a S
ite�
Paid
Opt
imiz
atio
n8.
Paid
Incl
usio
n/Pa
id L
istin
gs9.
XML
Feed
s10
.Pa
y Pe
r Clic
k/Pa
y Fo
r Per
form
ance
$100
Goo
gle
Ad W
ords
Cre
dit
http
s://a
dwor
ds.g
oogl
e.co
m/s
elec
t
Step
1 C
reat
e an
Ad
Step
2 S
elec
t Key
wor
ds
Step
3 R
evie
w P
roje
cted
Cos
t
Step
3 A
djus
t Pro
ject
ed C
ost
Step
4 A
ccou
nt S
et U
p
Step
5 R
evie
w C
ampa
ign
Step
6 M
onito
r Cam
paig
n Pe
rform
ance
Rul
e #3
-C
reat
e a
UVP
Cre
ate
a U
niqu
e Va
lue
Prop
ositi
on, a
(FR
EE) t
ool t
o en
gage
con
sum
ers
in a
n in
tera
ctiv
e re
latio
nshi
p w
ith y
ou:
extre
meh
allo
wee
n.co
mC
reat
e a
�UVP
� Win
A P
lasm
a TV
Top
150
Cos
tum
es
Rul
e #4
If y
ou b
uild
it�
th
ey w
on�t
just
com
e-C
lass
ic m
ista
ke th
at k
illed
dot.c
oms
-Pus
h, p
ull a
nd d
rive
cons
umer
s to
you
r site
.�
Bann
ers
do w
ork
�R
ich
med
ia is
hot
�Se
arch
Eng
ine
Opt
imiz
atio
n �
Affil
iate
Mar
ketin
g�
Partn
er M
arke
ting
�In
tegr
ated
Mar
ketin
g
Rul
e #5
Sub
scrip
tion
Mod
els
Surv
ive
1..
�31
Milli
on re
gist
ered
, add
50,
000
per d
ay!
�1.
7 M
illion
Pay
ing
mem
bers
, $42
Ann
ually
2..
�8
milli
on p
rofil
es�
800K
pai
d, $
24.9
5/m
o.
3..
�15
milli
on p
rofil
es/n
ewsl
ette
r sub
s,
�1.
3 m
illion
pai
d, $
12.0
0 m
o.
. �M
oved
to s
ubsc
riptio
n m
odel
in S
ept.
�99
�2
milli
on s
ubsc
riber
s, $
20/m
onth
Rul
e #6
Rem
embe
r the
Fou
r P�s
�an
d th
e 4
R�s
�Pr
ice
�Te
st, n
iche
, pric
e sh
ould
be
less
than
offl
ine,
free
plu
s pa
id�
Plac
e�
Sear
ch O
ptim
izat
ion,
affi
liate
s, p
artn
ers,
exc
lusi
ve c
onte
nt,
cont
ent p
lace
men
ts, l
ink
trade
s �
Prom
otio
n�
FREE
wor
ks o
nlin
e�
WIN
wor
ks o
nlin
e �
N5R
�Se
nd to
a fr
iend
�Pr
oduc
t�
Build
a b
ette
r mou
setra
p�
Shop
you
rsel
f
�Air
Can
ada
Scra
tch
and
win
Con
test
�Ref
er-a
-frie
nd fo
r ano
ther
cha
nce
�Add
ed 2
00,0
00 e
mai
ls!
Rul
e #6
Rem
embe
r the
Fou
r P�s
�an
d th
e 4
R�s
Dr.
Rus
sell
Abra
tt, N
ova
Uni
vers
ity4
P�s
rele
vant
for G
oods
and
Ser
vice
s4
R�s
for K
now
ledg
e Pr
oduc
ts
�R
elat
ions
hip
Mar
ketin
g�
Trus
t, in
terd
epen
denc
e�
Rec
omm
enda
tions
and
Ref
eren
ces
�W
ord
of m
outh
, onl
ine
revi
ews,
�Dra
mat
ic R
ecov
ery�
�R
isk
Man
agem
ent
�G
uara
ntee
s, M
arks
�R
ealiz
atio
n of
Per
form
ance
�M
anag
e ex
pect
atio
ns, m
easu
re p
erfo
rman
ce, a
war
ds
Rul
e #7
Use
the
Rig
ht T
actic
�Th
ere
is n
o si
lver
bul
let
�U
nder
stan
d th
e m
ediu
m�
Paid
Sea
rch
& eM
ail w
ork
for a
cqui
sitio
n�
New
slet
ters
are
gre
at to
ols
for o
ngoi
ng
com
mun
icat
ion
and
rela
tions
hip
build
ing
�R
ich
Med
ia is
gre
at fo
r bra
ndin
g�
Bann
ers
can
do b
oth
Rul
e #8
Tru
st is
Gol
den
�Pr
ivac
y Po
licy
Prom
inen
t�
Spam
, Can
-Spa
m�
Spam
law
s.co
m, l
aw.s
pam
con.
org
�O
pt-In
s, D
oubl
e op
t-ins
�Se
cure
(http
s, lo
ck)
�U
nsub
scrib
e is
EAS
Y�
Stud
y Se
curit
y Sa
fegu
ards
�
Add
cred
ible
logo
�s
Rul
e #9
The
Bes
t Nev
er R
est
1.G
reat
Onl
ine
Mar
kete
rs (a
nd D
irect
mar
kete
rs) a
re
cons
tant
ly te
stin
g, n
ever
set
tling
�2.
Con
stan
t And
Nev
er E
ndin
g Im
prov
emen
t (C
ANI)
3.C
hang
e =
fresh
See
how
site
s ha
ve e
volv
ed a
t Th
e W
ay B
ack
Mac
hine
http
://w
ww
.arc
hive
.org
/4.
Test
for c
usto
mer
acc
epta
nce
Gol
den
Test
ing
Tool
s1.
Vivi
denc
e.co
m�
180,
000
rese
arch
par
ticip
ants
2.O
ptim
ost.c
om3.
Prop
rieta
ry T
ool
Gol
den
Test
ing
Tool
s1.
Vivi
denc
e.co
m2.
Opt
imos
t.com
3.Pr
oprie
tary
Too
l
Rul
e #9
The
Bes
t Nev
er R
est
1.G
reat
Onl
ine
Mar
kete
rs (a
nd D
irect
mar
kete
rs) a
re
cons
tant
ly te
stin
g, n
ever
set
tling
�2.
Con
stan
t Nev
er E
ndin
g Im
prov
emen
t (C
NEI
)3.
Cha
nge
= fre
sh4.
Test
for c
usto
mer
acc
epta
nce
5.Si
te C
redi
bilit
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anfo
rd U
nive
rsity
Stu
dy�
Des
ign
Look
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fess
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. Des
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ctur
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s (2
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rap
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ay�
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ompa
ny M
otiv
e (1
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)�S
eem
s to
o �c
omm
erci
al�
Rul
e #1
0 Le
ad th
e tre
nds
�Fa
ct:
Onl
ine
busi
ness
will
chan
ge w
ithin
6
mon
ths
(or s
oone
r)�
Moo
re�s
Law
�C
hang
e is
eas
y�
Wha
t to
do: R
esea
rch,
Rea
d, L
earn
, Sur
f, St
udy,
Sub
scrib
e, A
sk Q
uest
ions
, Net
wor
k�
Ten
Tren
ds S
hapi
ng O
nlin
e M
arke
ting
Toda
y an
d To
mor
row
�
Rul
e #1
0 Le
ad th
e tre
nds
1.Se
arch
, Sea
rch
and
Sear
ch2.
Con
text
ual M
arke
ting
3.So
cial
Net
wor
king
4.Bl
oggi
ng5.
Loca
lizat
ion
6.R
atin
g 7.
Con
vers
ion
8.R
elev
ance
9.Pe
rmis
sion
ing
10.V
iral M
arke
ting
Ten
Gol
den
Rul
es o
f O
nlin
e M
arke
ting
1.Th
ere
are
no �r
ules
�2.
The
Inte
rnet
is n
ot te
levi
sion
3.
Cre
ate
a U
VP4.
If yo
u bu
ild it
they
won
�t ju
st c
ome
5.Su
bscr
iptio
n M
odel
s Su
rviv
e6.
Rem
embe
r the
four
P�s
7.Tr
ust i
s G
olde
n8.
Use
the
right
tact
ic
9.Th
e Be
st N
ever
Res
t10
.Le
ad th
e Tr
ends
Ten
Gol
den
Rul
es W
orkb
ook
On
Sale
Thi
s Su
mm
er:
http
://w
ww
.teng
olde
nrul
es.c
om
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