The Do's and the Don'ts of online marketing

Do's

DO set up an E-mail address and register a domain with Internic. Their web server is www.internic.net and their gopher server is gopher.internic.net:70.
DO learn! For E-mail this includes learning the software to allow attachments, replies, forwards, "generic" form replies, setting up alias' for recipients. So the Sales Manager E-mail is sales@some_company.com not bob@some_company.com.
DO send for "listserv list global" and identify lists to monitor - different lists for different departments. R&D, marketing, administration etc. Do the same for newsgroups.
DO Include the E-mail address and web URL in literature, on business cards and even press ads.
DO ask relevant publics if they are online - newspaper people, media buyers, artists/copy writers, suppliers - encourage them to do so. Do this routinely!
DO spend time learning the Internet. Not just the tools but the culture, understand that communication is two-way and not broadcast on the net. Watch potentially suitable discussions groups for a few weeks to find out what is acceptable.
DO develop information and instructions for all employees to reference when using the net.
DO train personnel with boundary roles on how to use the net.
DO try and go with a local provider that offers a local/toll free or cheap dialup and that offers ftp, gopher, http server experience.
DO begin experimental presence on an http server; develop a w3 home page and put online company info you want accessible to the public.
DO give people reason to attach to your server. A "something to wet their appetites!" Such as information or entertainment relating to your product or service, and of interest to potential customers.

Do Not's

DO NOT send unsolicated E-mail to lists, newsgroups and customers that appear to dislike this method. Groups and individuals accepting this can be found.
DO NOT enter into net based market research without making your respondents aware of who you are and what you are doing. Also, please get their consent.
DO NOT approach this media presuming that people will give advertising a chance, even if the list or newsgroup appears relevant.
DO NOT embark on a net campaign without the resources to handle the potential response -- you'll need staff to answer the mail! Remember it is 2 way!!
DO NOT open your computing resources up to the Net unless you have considered and evaluated security. Either let an outside company house your server requirements or place the server outside of your firewall. Don't give hackers a ramp into your files.
DO NOT expect startling increases in awareness/sales, net marketing is experimental and requires research. The net allows you to target and produce relationships with customers. This is a narrowcast and high involvement model.
DO NOT use the net without knowing what you want to get out of it. If all you want is easier communication with clients and publics then perhaps an E-mail address will suffice.
DO NOT ignore developments. Keep an eye on the net and the major players such as the hardware and software companies.
DO NOT announce your WWW presence until the site is constructed and functional. Most people dislike "Under Construction" notices and never come back. Also, test and re-test links you author.

DO NOT rely on graphical links from your WWW pages. Many web users turn off "inline images" or run text-only browsers so give text-only users an easy route through your work.

Sponsors

CyberAds Studio

The Difference is People
Experienced consulting team assists to oursource your IT projects and Technical Support Help Desk. CyberAds Studio runs an Offshore Software Development Center (ODC) in India and China.

Our strengths are in Content Management, Portal Development, Custom Software and application development, Wireless Application Development, Smart Card, Embedded System development, System Integration, Global Project Management and Offshore Software Development Center.

Innovative and state-of-the-art website design offering technically-savvy perspectives on corporate communications and web marketing. See examples of our website design.

Submit your Resume
Apply online for an exciting career with CyberAds Studio in the US, Europe and Brazil and at our offshore software development centers in India and China. View Jobs and Submit Resume

Spear Art Museum

Exclusive showcase of contemporary Indian Fine Art with famous paintings of M.F. Husain, Satish Gujral, Laxman Shreshtha, Deepak Shinde, S.H. Raza, Sanjay Bhattacharyya, Prabhakar Barwe, N.S. Bendre, and Anjolie Ela Menon.

Visit the SPEAR Art Museum and Gallery.