E-marketing Essentials - February 2006

E-marketing Essentials are 5 'must read' articles from the previous month for digital marketers from the many I scan.

They are sent to delegates to Dave Chaffey's E-marketing training workshops. I have agreed with Ashley Friedlein of E-consultancy that I will post them here also in the hope that they may be useful for forum members who haven't seen these articles or news items.

You can subscribe to my E-mail briefing at www.davechaffey.com.

1. The Perfect Landing page
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Most discussion of web design naturally tends to focus on the home page.
But, for companies who are running a lot of online marketing campaigns, the effectiveness of the different pages deeper within the site is vital to getting returns from these campaigns. So this prompts the question, which factors make for the most effective landing page? Is a 'Perfect Landing Page' possible? This post gives a summary of my top 12 factors and places to look to find more.
Read 'The Perfect Landing Page'

http://email.davechaffey.com/go.asp?/bMKI001/qP4BQ62/xGW1Q4

2. Are you a spammer?
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Ask most permission-based marketers what SPAM is and they would say it's unsolicited e-mail of the 'get rich' or 'get big' quick type. This research shows that spam is quite literally 'in the eye of the beholder' and your permission-based e-mails may be classified as such.
Read 'Are you a spammer?'

http://email.davechaffey.com/go.asp?/bMKI001/q7DTH62/xGW1Q4

3. Latest screen resolution popularity
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The most common screen resolution (viewable area in pixels) is an important constraint on web design and e-mail creative effectiveness. It is important for web designers and web marketers to be aware of what the most common screen resolutions for their user base. This post gives some global figures.
Read 'Latest screen resolution popularity'

http://email.davechaffey.com/go.asp?/bMKI001/qPDBH62/xGW1Q4

4. The best web analytics package?
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This post is based on a question received from a contact. It summarises my opinions on the top 10 most popular web analytics packages based on UK clients I have worked with and training course attendees.
Read 'Best web analytics package'

http://email.davechaffey.com/go.asp?/bMKI001/q7MT862/xGW1Q4

5. Interactive TV advertising
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A review of how interactive TV (iTV) advertising is used in the UK. This article is mainly intended for students looking to understand the importance of interactive TV (iTV) in the UK. For practicing marketing professionals this is a niche area - at the start of 2005, according to Skymedia, there had been just 610 interactive campaigns on Sky in the UK delivered across the main commercial channels such as ITV, C4, Five and Sky. But usage is increasing, with around 100 red button campaigns delivered during 2005, mainly for car, finance and travel companies.
Read 'Interactive TV advertising'

http://email.davechaffey.com/go.asp?/bMKI001/qPMB862/xGW1Q4

6. All articles
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Other postings include figures on adoption of RSS from the US and e-mail
postings.
Read all E-marketing postings

http://email.davechaffey.com/go.asp?/bMKI001/qYDTZ62/xGW1Q4

Dave Chaffey
Internet marketing trainer and consultant:
www.davechaffey.com