Product promotion on virtual communities in Australia and the world

Virtual communities present an excellent opportunity for marketers to exploit the “network externalities’ effect. The key to promotion on the virtual community is the critical mass of members that can be reached. Marketers start by building a loyal constituency of consumers through advertisement on discussion forums, sponsorship of discussions, providing links to experts in specific areas for free consultation, and …

What are the Characteristics Of Virtual Communities in Australia

The virtual community is primarily a forum for members to freely exchange information, but it also provides commercial benefits to the members and the sponsors. It is important for the sponsor and other participating vendors to understand the characteristics of virtual communities to effectively exploit the potential of these communities. Some of the characteristics are described below: Collective Knowledge: A …

Internet Advertising in Australia

  As the Internet was transformed in the 80s from a “research only network” to allow commercial activities, organizations realized that the sheer number of users connected to the network and the very low cost of reaching out to them, made the Internet an attractive medium for advertising. Almost all media planners now consider the Internet as a viable advertising …

Performance Advertisers and Paid Search in Australia

The concept of a “performance” advertiser encompasses many subcategories of advertisers, but they all share a common theme: they are only interested in paying for provable results. They have no interest in paying extra for nebulous “branding” effects, and are likely to make purchasing decisions based on who is able to deliver the highest “conversion rate”, and lowest effective CPA …