Marketing in the 21st Century
UCSB Extension
Instructor: Amber Wallace
Class dates: October 1st – December 3rd
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Welcome Back!
•  Reading Review
•  Affiliate Marketing
•  In-class Project
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
2
Review
•  What is an online media room?
•  Why have one?
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Review
•  What’s a new rule of media
relations?
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Review
•  Say you’re the Director of
Marketing for a large
corporation and you’re making
a new important hire. Would
you announce it? How? Why?
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Online Advertising
•  Search Engine Marketing
•  Paid search
•  Organic search
•  Banner Advertising
•  Affiliate Advertising
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Affiliate Marketing
•  Definition: a marketing practice in
which a business rewards one or
more affiliates for each visitor or
customer brought about by the
affiliate's own marketing effort.
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Affiliate Marketing
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Affiliate Marketing
•  4 Main Components:
•  Publisher (affiliate)
•  Merchant (advertiser)
•  Network (delivery)
•  Customer (who clicks)
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Affiliate Marketing Structure
•  Cost per Sale or commission basis
•  Customer clicks on link from
publisher’s site (site A) to
merchant’s site (site B)
•  Customer buys something on
merchant site (site B)
•  Merchant site (B) pays publisher (site
A) money from the sale (for instance,
5% of total sale)
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Affiliate Marketing Structure
•  Arrangements vary…
•  Commissions may vary
•  Setup may vary:
•  80% of affiliates use cost per sale
(CPS) model explained
•  19% use CPA
•  Remaining use CPC
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Abbreviation Review
•  CPC / PPC
•  CPA
•  CPM
•  CPS
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Types of Affiliate Websites
•  Directories
•  Yellow pages
•  Coupon sites
•  Retailmenot.com
•  Blogs
•  Personal websites
•  Travel websites
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Affiliate Networks
•  Often forgotten
•  Networks are the delivery
mechanism – they interface with
the publisher and the merchant
•  Example: Commission Junction
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Affiliate Network Pros & Cons
•  Pros of working with a network for
a merchant
•  Can promote through numerous sites
at once (reach a larger audience)
•  Tracking technology
•  Reporting
•  Payment processing
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Affiliate Network Pros & Cons
•  Pros of working with a network for
a publisher
•  One registration for multiple ad
display possibilities
•  Reporting
•  Payment aggregation
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Affiliate Marketing
•  Where does the $ come in?
•  Affiliate Networks charge merchants
to join
•  Also frequently take a percentage of
the transaction – a piece of the
commission
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Affiliate Marketing Example
•  Joanne is reading about a local
marathon, and on the page is a link
to New Balance shoes. She’s
interested in buying new shoes, so
she clicks the link.
•  She’s taken to the New Balance
website, where she finds a pair of
running shoes she loves.
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Affiliate Marketing Example
•  Joanne buys the shoes from the
New Balance site.
•  The affiliate (the marathon site)
makes money off of that sale. The
network makes a little money for
facilitating the sale. And the
merchant makes the sale.
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Display Advertising
•  Display advertising, sometimes
known as banner advertising, is
based on a CPM model
•  Advertisers pay for how many
times an ad is seen, not any action
(click or sale) based on that ad
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Press Release Dos and Don’ts
•  Anatomy of a Press Release
•  Press release tips
•  Be clear.
•  Is it newsworthy? Have a story!
•  Know what you want to get:
•  Articles in magazines/journals/papers?
•  Print or online?
•  Online distribution for links and traffic?
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Press Release Dos and Don’ts
•  Optimize your release
•  Include keywords – make the online
release part of your web marketing
plan!
•  Link limited content to specific pages
in your site, or landing pages created
specifically for those markets
•  Real-world example: Synectics
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Press Release Dos and Don’ts
•  Google’s treatment of releases
•  Include keywords – make the online
release part of your web marketing
plan!
•  Link limited content to specific pages
in your site, or landing pages created
specifically for those markets
•  Real-world example: Synectics
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
23
Press Release Dos and Don’ts
•  Google’s treatment of releases
•  In August, update called press release
links ‘unnatural’
•  No longer a good practice to optimize
anchor text and link to specific
pages, as was done in the past
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Press Release Dos and Don’ts
•  So, what does my release do?
•  Drives some traffic via limited,
relevant links
•  Increases visibility online (search and
social media)
•  Generates interest (for users and/or
journalists)
•  Informs your audience
•  Reports company news
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Press Release Distribution
•  Online PR Resources
•  PR Newswire
•  Distribute your news to 10,000 outlets
total, 5,500 newsrooms – including
wires like AP and 5,500 websites plus
thousands of relevant trade lists
•  Includes print resources, and can be
standard wire release with social
media as well.
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Press Release Distribution
•  Pitch Engine www.pitchengine.com
•  Build a social media press release for
free! Pitch Engine helps create value
by making it easy for others to follow
your news or spread it via word of
mouse. The social media press
release you create packages stories
for sharing (with editors, bloggers,
consumers, investors, etc.)
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Press Release Distribution
•  Press Release Point
www.pressreleasepoint.com
–  Submit Press Releases to 50+ Free
PR Websites in one easy place
(versus tons of one by one free press
release sites)
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Article Distribution
•  Ezine Articles
www.ezinearticles.com
Go Articles www.goarticles.com
Article Dashboard
www.articledashboard.com
Articlebase www.articlesbase.com
Article Snatch
www.articlesnatch.com
Idea marketers
www.ideamarketers.com
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Article Distribution
•  Amazines www.amazines.com
iSnare www.isnare.com
Article City www.articlecity.com
Article Cube www.articlecube.com
Scribd www.scribd.com
Squidoo www.squidoo.com
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Latest News, Popular Content Sources
•  digg
•  “discover and share content from
anywhere on the web”
•  reddit
•  stumbleupon
•  Squidoo
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Break
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Class Project
•  Count off! 1 through 4
•  Break into groups based on your
number
•  Read your given scenario, and start
work on marketing solutions!
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Class Project
•  Voting & Winners!
•  Each group will present their
approach & solutions
•  You get 1 vote – only rule=you can’t
vote for your group
•  Each member of the winning group
receives a $5 Starbucks gift card
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Homework!
•  Reading: The New
Rules chapters: 4
and 15
•  Stay involved on
Facebook.
•  Work on final
project!
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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Instructor Contact Info
Amber Wallace
Dowitcher Designs
805.681.1930
amber@dowitcherdesigns.com
www.dowitcherdesigns.com
Twitter: twitter.com/dowitcherdesign
LinkedIn: linkedin.com/in/amberwallace
Facebook: facebook.com/dowitcherdesigns
Amber Wallace // 805.681.1930 // amber@dowitcherdesigns.com
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