Resources, Consistency, and Time: Leveraging the Web as an Effective Marketing Tool

by Eddie DonovanWeb: http://www.EddieDonovan.comEmail: Eddie@eddiedonovan.comMassachusetts College of Art – November 23, 1999

Table of Contents1) Introduction2) Web Site Creation (Virtual Art Gallery)3) Delivering the Resource Center Model4) Web Marketing5) Documenting Your Success6) On-line Partnerships7) Exit Strategy

1) Introduction Personal background Avoiding "web myopia“ Marketing sometimes works even

with a “bad product” (McDonalds, New Kids on the Block, Spice Girls)

The more effective the marketing (scope and targeting), the better

2) Web Site Creation (Virtual Art Gallery)

GIF JPG (Painting) 3-D virtual reality (Sculpture) AutoCAD for the web (Architecture) Leveraging text, video, and audio

(Presentations/seminars)

3) Delivering the Resource Center Model

What do people find useful? Do I have the talent and time for

content creation? If not, may I borrow some content?

4) Web Marketing Email Affiliate programs Search engines WOM (demands exceptional content) Link exchange with similarly

targeted sites Link rotation programs

4) Web Marketing (cont.) PR (Press) Pay per click-through Banner advertising Periodicals/newspapers

5) Documenting Your Success Assessing demographics

(Webtrends) Storing captured visitor data within

a database

6) On-line Partnerships Contacting prospective partners Leveraging demographics Maintaining the relationship

7) Exit Strategy Time to cash out? How much is your web presence

worth? $20-$200 per monthly visitor 2.5 million monthly hits : 5 =

500,000 page views : 5 = 100,000 visitors * 20 = $2,000,000 exit compensation