MarCom Professional

The demographic mix of Americans capable of using the Internet continues to evolve. With 71 percent of Americans using the Internet (from any location) at least once per month in 2010 -- U.S. Internet users now better resemble the general population.

Overall, eMarketer forecasts the number of monthly Internet users in the U.S. will rise to 250.7 million in 2014, up from 221 million in 2010.

More than one-half of new (novice) users will be ages 45 and up, as many of the remaining laggards join the mainstream. Among younger groups, the Internet is nearly ubiquitous, and most who are able to access it already do so -- leaving limited potential for new growth. More...

Will consumers pay for online news and entertainment they now receive at no cost? In its latest market study, Nielsen asked more than 27,000 consumers across 52 countries, and the answer is maybe they will, maybe they won't.

As expected, the vast majority (85 percent) prefer that free (advertiser or sponsor supported) content remain that way.

Online content for which consumers are most likely to pay -- or have already paid -- are those they normally pay for offline, including theatrical movies, music, games and select videos such as current television shows.

Consumers are least likely to pay for content that is essentially homegrown online, often by other consumers. More...

 

This is a spectacular reminder of the wide range of people using the internet and how varied their levels of technical ability and experience are.

ReadWriteWeb is a blog that reports on social networking developments and general internet current affairs.  Last Wednesday they posted an article about a login integration agreement between Facebook and AOL - fairly typical stuff considering the way "Facebook Connect" boxes are popping up all over the web.

Strangely the RWW folks noticed an unusually high amount of traffic to that particular article and an exceptional number of article comments; most of which complained about difficulties logging into Facebook and disappointment with the site's new layout. More...

The WISE KIDS - WISP Young People in a Digital World conference took place on the 1st and 3rd of Feb 2010 in Swansea and Bangor respectively.

The video from the conference on the 1st of Feb in Swansea is now available here, and it really is an excellent webcast, both technically and for the breath and detail of its content. Amongst other great speakers to catch are Professor Tanya Byron (interviewed for the slot as she couldn't be there in person),  Sangeet Bhullar (WISEKIDS founder), Rebecca Newton (Moshi Monsters) and of course our own Tamara Littleton, talking about the behind-the-scenes work of moderation.  Tamara gives some fascinating - and occasionally horrifying - insights into children's behaviour  in virtual worlds. More...

The Rest of the site

Just think of the rest of the pages on your website, as the rooms of your house.

You need to make them warm, friendly and comfortable. Make them look inviting and interesting – not cluttered like Uncle Billy’s house.

Never forget, that the sales message is paramount. This means your copy has to SELL.

Use all the proven copywriting techniques, I have been writing about for years. What works off-line, will pretty much work on-line. And don’t let anyone tell you otherwise. Here’s some proof…

Using proven offline copy techniques to improve the performance of your website As with any other copy challenge, you have to structure your message delivery. More...

Following our publication yesterday of our new white paper on the importance of moderating your brand's presence in social networks, I was really happy to hear this morning about the new YouTube safety feature:' 'Safety Mode'.  This is a new filter feature which can be turned on and 'locked' (so they say) and will filter out offensive content.

Turning 'Safety Mode' on apparently:

• Filters search results - so that a search for 'naked' for example reveals no results. Other searches return only 'safe' results.
• Hides comments by default - users can choose to view them again, but all offensive words will be asterixed out
• Makes it impossible to view links where the content falls foul of the filter.

More...

How to start.

Well, first you have to be clear about a number of key points:

Ask yourself these questions. If you can’t answer each one instantly and in a 30 second description that is clear, concise and very understandable, then you have problems. Because if any of these are unclear to you, they will be like dirty water to your visitor.

1. What exactly are you selling?
2. What is the main feature or USP?
3. What is different or better about it?
4. Have you delivered the benefits clearly?
5. Why should the visitor be interested in it?
6. What do you want your visitors to get out of the visit?
7. What do you want the visitor to do?
8. Have you made it easy for them?

Try it yourself. More...