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Making friends 'key to online marketing'
Establishing "friends" on a social networking website can function as a hugely successful online marketing strategy, according to a new book.Catherine Seda, an internet and search engine strategist, has published How to Win Sales & Influence Spiders, part of which is devoted to watch and accessories company Nixon.
Nixon has gradually been building an online presence through MySpace, largely because of the demographic peculiarities of the target audience.
"Nixon's overall age demographic is broad," said Andy Creighton, the company's online sales and marketing manager.
"But online, it's a younger audience. They don't like email. They like MySpace. We view each 'friend' like an e-newsletter subscriber; someone who has expressed an interest in a connection to our brand."
Ms Seda believes that creating a profile on a social networking website can massively increase a company's appeal, as internet users tend to be more comfortable with this framework than with corporate emails.
"Choose a profile page URL that has good keywords. You could optimise your personal or company name, your core product or service, or other keywords you want associated with your business," she added.
Nixon's presence in MySpace has already had a significant impact and it is estimated that "friends" will outnumber email subscribers within a year.
Alexa Internet reports that MySpace is now the world's sixth most popular website, with approximately 158 million users.
Choosing the best internet marketing strategy can be crucial to a company's survival and businesses are advised to explore all options before deciding on a particular line of attack.
Search Marketing news posted on 28 February 2007
