open source qr code library c# Using the Internet as a Leveler Permission Marketing for Independent Developers in Software

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Using the Internet as a Leveler Permission Marketing for Independent Developers
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The concept behind permission marketing is particularly meaningful to independent developers who are interested in promoting and marketing their title It relies on the tendency of people to seek out areas of personal interest and to actively solicit information on subjects or products that are relevant to their life For example, someone who loves Gypsy swing music will spend a good deal of time seeking new music in that style or bookmarking Web sites that cater to that specialized taste If you produce music CDs in this genre, you can nd ways of politely ful lling requests from people interested in hearing about your latest releases You might offer an electronic newsletter with articles about Gypsy swing bands and performances, email announcement of new album releases, providing a free compilation album with tracks by several different bands, and so on The signi cant difference between this form of marketing and other forms (in the interruption marketing approach) is that each person opts in to receiving regular information from you If you abuse this trust, by bombarding a person with a constant stream of messages or selling their email address to others without their permission, you ve violated the underlying substance of permission marketing Relationships with customers are deepened over time by offering them the kinds of updates and information that they want You are catering to the customer s tastes by supplying interesting and focused content If you trivialize the responsibility or betray the trust, the customer reserves the right to turn off the spigot of information and sever their relationship with you If you do right by your customers, you are rewarded with more sales and a long-term relationship The approach offers many bene ts for an independent developer or small business with an optical disc title to promote You can build a customer base slowly and steadily with a very high probability of repeat sales and long-lasting customer loyalty You don t need to take out an ad during the Super Bowl to get the attention of your audience You can use carefully focused channels, taking advantage of the Internet (as described in the following section) to reach your unique customers and nurture a long-term relationship
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Using the Internet as a Leveler
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The Internet offers a variety of well-established channels for reaching an audience, but if you want to compete at the levels of highest visibility, it can be expensive For example, Yahoo!, one of the most popular search sites, instituted a fee structure to gain more rapid attention from their
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staff prior to including your site in their search engine While this offers an avenue to avoid having to submit your site to Yahoo! multiple times to gain a listing, it does favor the larger, more well-heeled sites at the expense of those sites with few dollars to spend on promotion To effectively leverage the Internet as a promotional tool, sometimes the best way is to skirt the expensive paths and t approaches that t your budget This might include: Trading Web articles or other content in exchange for links from another site to yours Larger Web sites are often desperate for fresh content to keep their site interesting to visitors, so you have a powerful bargaining chip at your disposal Choose sites that match your specialty interest for the best results Producing a monthly electronically published newsletter made available through the Internet, using a simple sign-up list You can build the subscription list through postings in newsgroups or special-interest forums, sign-up forms on your Web site, or through opt-in mailing lists for people who have expressed an interest in receiving information about your topic of interest Performing an opt-in mailing through a service such as YesMail (wwwyesmailcom) to reach a targeted segment of the market This can be an effective way to announce a new product release or stimulate interest in a title that has been available independently for some time Using services, such as GoTocom s search term bidding, to selectively choose those terms that you want to use to identify your business on the Internet Clever use of terms and skillful bidding can bring you to the top of the list in many select areas, as described in Bidding on Search Terms on page 446 Offering training in a specialized area and posting your training course on one of the Web sites that provides both the tools and the content storage For example, if you have a product that facilitates 3D character animation, you could create a beginner s course on character animation and post it on wwwlearncom You not only gain attention from prospective customers, but you can achieve a level of credibility for your product or title Offering some extremely valuable resource on your Web site that will become a focal point for the kinds of people you want to become aware of your product For example, if you have an opti-
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