E-marketing Essentials - November 2004

E-marketing Essentials are 5 'must read' articles for Online marketers from the previous month from the hundreds I read each month. They are sent to delegates to Dave Chaffey's E-marketing workshops who have opted-in to receive them. I post them to E-consultancy also in the hope that they may be useful for forum members who haven't seen them.

1. 85 Google ranking factors
--------------------------------------------
It is often said that Google uses over 100 factors to Google uses to determine position of a web page in its organic listings for a particular key phrase.

This (fairly technical) compilation doesn't give 100, but 85 isn't bad.
Factors are divided into On and Off page, Positive and Negative.

http://www.davechaffey.com/Internet-Marketing/C8-Communications/E-tools/Search-marketing/SEO/85-Google-Ranking-factors

2. Learn E-marketing from the experts
-----------------------------------------------------------
This one day London event on November 24th is a great opportunity to learn from some of the most advanced adopters of online marketing.

Structured around topics on Acquisition, Conversion and retention learn from the experiences of:
- Martin Aylward from More Than,
- Lawrence Merritt from Yahoo! (responsible for customer acquisition),
- Sandra Leonhard, head of New Media Development at TUI
- Kirsti Wilson, head of interactive at BT,
- Shiona McDougall, Marketing Director of Virgin Wines
- Barney Loenis, European Business Development Director at Warner Brothers New Media

http://www.davechaffey.com/Online-Marketing-Masterclass-E-consultancy

3. Eyetracking update
----------------------------------
Poynter have been running Eyetracking studies for several years in order to resarch how viewers of media sites interact with them.

While behaviour is likely to be different for destination sites, there are still learnings in terms of positioning of key messages, images and copy size that can be gleaned from this research.

http://www.davechaffey.com/Internet-Marketing/C7-Service-Quality/2004-Eyetracking-study-update

4. Cross-Europe online branding research
----------------------------------------------------------------
An online branding effectiveness study from EIAA (European Interactive Advertising Association) based on cross-Europe research from Dynamic Logic demonstrating that online advertising is not simply a direct response (clickthrough medium).

http://www.davechaffey.com/Internet-Marketing/C8-Communications/E-tools/Interactive-Advertising/Online-advertising-branding-effects

5. Online sponsorship and behavioural targeting
-----------------------------------------------
Two articles from Dave Chaffey for WNIM explaining the principles of and giving case studies about these techniques.

http://www.davechaffey.com/E-marketing-Insights

6. Other articles I found interesting
-------------------------------------
A full listing of what I bookmarked in October.

View: http://www.davechaffey.com/news

I have agreed with Ashley Friedlein of E-consultancy that I will just make this single monthly posting in my E-consultancy blog rather than all 20 postings to my personal davechaffey.com blog.

Dave Chaffey
============
E-marketing trainer, consultant and author
Web: www.marketing-insights.co.uk
eResources and Books: www.marketing-online.co.uk and www.davechaffey.com