Online marketing tools to hit your target

The dizzying array of new and emerging marketing platforms can be overwhelming. In order to thrive, businesses need to shift marketing dollars to where their target audiences are right now ”“ online.

As the new digital decade calls for innovative tactics, there”™s no time like now to refresh your marketing toolbox and consider the following three channels:

The ”˜new”™ press release

The press release has come a long way since the first news release was penned in 1906 by Ivy Lee on behalf of his client, the Pennsylvania Railroad. The traditional release has given way to complementary formats ”“ the “optimized” news release and more recently, the social media press release (SMPR), both of which are better suited to the web environment.

Writing search-friendly or “optimized” releases is a relatively new trend. Such releases feature an intro paragraph rich with keywords/phrases to boost search engine rankings. While traditional releases are one-way (business to journalist), this format allows smart marketers to reach consumers directly through search capabilities.

The SMPR format incorporates links to multi-media content (video, audio, images, PowerPoint slides), social bookmarking, RSS feeds, as well as standard news release text (i.e., spokesperson quote). This allows organizations to share the release through blogs, social networking sites (Twitter, LinkedIn, Facebook) and RSS feeds. The SMPR also typically makes use of keywords and links.

Methods to disseminate the SMPR include posting the release to a blog, using existing social networking/bookmarking sites to distribute a link to the SMPR, promoting it through relevant forums (such as LinkedIn groups), adding a link to the release on an email signature, and distribution services (PR Web, MarketWire, CNW, Pitch Engine).

Video sees explosive growth

Video represents a powerful tool to showcase products and services. Approximately 172 million Americans watched video online in December 2010, averaging 14.6 hours per viewer (comScore). According to eMarketer, online video ad spending will jump to $1.97 billion in 2011, nearly double 2009”™s $1.02 billion.

Videos rank high on search engines and the video-sharing website YouTube has interestingly developed into a search engine in its own right. In fact, YouTube is the second largest search engine (surpassing Yahoo) in the U.S. with its owner Google leading the pack.

The many benefits of video include affordability, ease of use and access to multiple publishing tools for broader distribution. Blendtec”™s highly acclaimed “Will it Blend?” video series has produced unprecedented blender sales and 135 million-plus YouTube views (and counting). While many businesses may not achieve such results, the lesson learned here is the importance of creating a “wow” video that will stand out from the crowd.

Going mobile

Many have hailed 2011 as the “Year of Mobile.” With smartphone sales up 55 percent in 2010 and expected to outsell PCs for the first time this year, the PC is not “all that” anymore. As the increasing adoption of smartphones makes ads easier to deliver, ABI Research predicts mobile ad spending will jump to $1.5 billion by 2015. Prior to investing in mobile advertising and mobile apps, businesses must first have a solid online presence.

Within the next five years, mobile is anticipated to become the most popular way to access the web. Businesses need to develop mobile-friendly websites to satisfy the growing group who expect easy website access. Businesses will also need to explore incentives and promotions through geolocation tools like FourSquare and GoWalla.

Stacey Cohen is president of Co-Communications Inc., in Mount Kisco. Reach her at Stacey@cocommunications.com.