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2. › INTERNET UPDATE
The
STATE OF THE INTERNET
Windows Phone Marketplace Launches
in 22 Countries
Microsoft is taking the task of expanding
Windows Phone App Marketplace seriously. In a recent blog post Microsoft announced that Marketplace has launched
in 22 new countries.
Google Product Search
Google Comparison Shopping Site Success
Google in conjunction with it’s leading search engine also operates the comparison shopping site
with the highest conversion rate in the first quarter
of 2012 according to a new study by CPC Strategy,
a company that helps online retailers sell through
comparison shopping engines.
The study, which lists the 10 largest sites online consumers use to compare prices, is based on a survey
of 113 e-commerce clients of CPC Strategy.
It notes that product listings in Google Product Search
converted ad clicks to orders at a rate of 2.78% in
the first quarter, followed by second-ranked Nextag at 2.06%. Coming in a distant sixth was Amazon
Product Ads, at 1.60%, even though Amazon Product
Ads produced the most traffic to retailers’ sites of
the 10 shopping sites in the study.
The study covered more than 4 million clicks that
resulted in $1.16 million in advertising spend, and
nearly 83,000 online orders that generated $7.87
million in sales for the advertisers.
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internet marketing magazine
may 2012
Only days after outlining plans for improving Windows Phone apps, the company added nearly two dozen countries
to its Marketplace audience. These
countries include: Bulgaria, Costa Rica,
Croatia, Estonia, Iceland, Latvia, Lithuania, Romania, Slovakia, Slovenia, Turkey, Ukraine, Venezuela,
United Arab Emirates, Bahrain, Iraq, Saudi Arabia,
Qatar, Kazakhstan, Israel, Thailand, and Vietnam.
The platform currently lags behind iOS and Android
in terms of app choices. With that being said the
number of apps on the Windows Phone Marketplace
has grown from around 7,000 apps last year to more
than 80,000 apps in May 2012.
LinkedIn acquires SlideShare for $119 Million in
Cash and Stock
Professional social networking site LinkedIn is reportedly set to acquire SlideShare, a leading professional content sharing community for $119 million in
cash and stock according to an investor release from
LinkedIn.
“The transaction is valued at approximately $118.75
million, subject to adjustment, in a combination of
approximately 45 percent cash and approximately
55 percent stock. Subject to the completion of customary conditions, the acquisition is expected to
close during the second quarter of 2012.

3. Founded in October 2006, SlideShare helps professionals discover people through content, and
content through people. SlideShare users have uploaded more
than nine million presentations,
and according to comScore, in
March SlideShare had nearly 29
million unique visitors, ranking
it among the most heavily trafficked sites for professional content.”
part of its massive global distribution network.
Tumblr Adds Ads
By having an Australian-based
Amazon distribution centre, delivery times and possibly costs,
will also be curtailed for the region - not good news for a ‘bricks
and mortar’ retail sector feeling
the pinch from online sales.
Tumblr has released its first ads
platform — except they’re not
“ads,” according to Tumblr.
This new feature on Tumblr allows the growing social network
to use its Radar and Spotlight
features on its Dashboard to draw
attention to advertisers — or
“sponsors,” as Tumblr calls them.
Tumblr Radar gets more than 120
million daily impressions, which
Tumblr says will offer sponsors
“the opportunity to gain thousands of new followers, likes and
reflags.” Meanwhile, sponsors
also have the opportunity to be
featured “front-and-center” on
Tumblr Spotlight.
The Spotlight feature, curated
by a team of editors, is a sample
of some of the more especially
creative blogs on Tumblr and is a
driver of “tens of millions of follows each week for new and existing users.”
Amazon Planning Local Warehouse in Australia
Amazon - the world’s largest online retailer - is in the market for
a local warehouse in Australia as
The global giant is now said to be
turning its eyes to the Asia-Pacific
region.
Agents say the group has been
making it known in real estate
circles that its expansion plans
will include Australia, due to the
supply of good-quality warehouses at attractive rentals.
The smartphone can detect eye
movements and override the automatic shutdown feature if the
user is looking at the 4.8-inch
screen. The previous Galaxy S
phone had a 4.3-inch screen,
while the iPhone 4S’s screen is
3.5 inches.
Samsung Galaxy S III Features Edge-toEdge Display
Samsung Targets the iPhone
The new phone’s main camera has
a resolution of eight megapixels,
Samsung Electronics Co. intro- the same as the previous model and
duced a faster, larger version comparable with the iPhone.
of its flagship smartphone, now
called the Galaxy S III. It features
facial-recognition
technology Facebook Making a Play in the
and a souped-up processor that Daily Deals Market
allows users to watch video and
write messages at the same time. The Web’s largest social network
is taking a jab at the Daily Deal
Samsung is hoping the new smart- industry with its newest launch of
phone will help dent its rivals’ Facebook Offers, which is a tool
market share ahead of an expect- for engaging with and driving new
ed new version of Apple’s iPhone customers to businesses.
later this year.
The offers are created from the
Samsung is now the largest phone sharing tool at the top of a Page’s
manufacturer in the world, but timeline. Page administrators
not necessarily in the premium must click on the Offer, Event +
end of the market where Apple’s button, and then create an offer
iPhone is positioned. Samsung headline, upload a photo, choose
shipped 44.5 million smartphones a limit for the number of claims,
in the first quarter, topping Ap- add terms and conditions, preple’s 35.1 million, according to view it then post the promotion.
Strategy Analytics. Samsung also
overtook Nokia Corp as the big- Although Offers is a free service,
gest handset maker.
Facebook suggests that business-
internet marketing magazine
may 2012
3

4. es run an ad or Sponsored Stories so that the offers
receive more visibility.
Still, despite all the usage, Instagram had not articulated a plan for making money. Now, that will
presumably be Facebook’s problem to solve.
From the Desk of the Editor
Consumers can redeem offers from brands that they
have liked. The “liked” brand’s offer will show up in
the consumer’s news feed, which is where the consumer can click “Get Offer” to receive the promotion. Then Facebook sends a follow-up email to the
consumer, which needs to be shown to the business
in order to receive the discount.
We had great feedback from Armand Morin’s ‘Double Your Business in 2012’ Interview in the last issue. In particular the audio was popular as it was
far more detailed than we were able to print in the
magazine. Check it out in the ‘Audio Expert Interview’ section of the member’s area if you missed it,
as every Internet Marketing Magazine reader really
should listen to that one.
You will now find the new full ‘The Real Deal - $100m
in Sales Per Year’ Paul Greenberg Interview audio in
the ‘Audio Expert Interview’ section of the member’s area. Paul is an amazing Entrepreneur who
plays the eCommerce game at a very elite level,
and it’s not to be missed. It’s free, so if you haven’t
Offers are free for administrators to create and been sent your link to the member’s area please
share, however only a small number of local busi- feel free to register for it today at http://internetness Pages are currently able to take advantage of marketingmag.net/become-member/
this new feature, with Facebook claiming that it
We’re trying to build the number of reviews we
plans to “launch Offers more broadly soon.”
have on the Apple platforms so as to keep dominant rankings in the search. If you are getting
good value from Internet Marketing Magazine I’d
Facebook to Acquire Photo-Sharing Start-Up Ins- really appreciate it if you could spare 1 minute
tagram for $1 Billion
of your time and click this link to give us a quick
honest review (click ‘view in iTunes’ then scroll
Facebook has just announced that it will acquire In- down and click ‘write a review’, thanks :).
stagram, the popular mobile photo-sharing service,
for $1 billion in cash and shares.
Until next time… Wishing you the best of success
online
Photos are critically important for Facebook. Instagram has taken the arena by storm, with its delightful and elegant app and the motto, “Fast beautiful
photo sharing.”
The San Francisco-based company — with only 13
employees — had 30 million Apple iPhone users before it came to Google’s Android in the last month,
where it got more than a million new users in just
12 hours.
4
internet marketing magazine
may 2012
GregCassar
Greg Cassar
Internet Marketing Strategist
& Editor – Internet Marketing Magazine

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internet marketing magazine
may 2012
5

6. › EXPERT INTERVIEW
THE REAL DEAL...
$100 Million a Year in Sales Online
An Interview by Internet Marketing Strategist Greg Cassar
Founded by Paul Greenberg and Michael Rosenbaum in 2004, DealsDirect.com.au has grown to
become the dominant E-commerce retail store in Australia. With reported revenue figures of
around $100m a year, 1.5 million unique browsers every month and shipping up to 30 thousand
parcels a day, the expertise of Paul Greenberg is not to be taken lightly.
DealsDirect.com.au
Greg: You’ve been into E-commerce for a while
now, but prior to that you did some business with
eBay as an auction broker. How did that opportunity come about?
Paul: That’s a good story. I think a lot of E-commerce successful online retailers today had their
origins in eBay. I think eBay can really claim quite
a crowded history of sort of incubating if you like,
in those early years many entrepreneurs who would
later go on to be successful online retailers.
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internet marketing magazine
may 2012
But I actually come in my early career from the
auctioneering industry. So you’d appreciate eBay
arrived on the scene in Australia in early 2000, it
resonated with me, not only because it represented the new phase of retail, or E-commerce, but
also I’ve spent a bit of time in the auctioning game,
so it was quite a natural fit actually.
I remember eBay’s early days, unlike today they
had framed themselves as an online auctioneer; an
online auction business, so of course as much as the

7. changing space with increasing
competition.
You’ve got to build up the supply
chain capabilities in order to receive and ship goods out in sizable numbers. Customers are increasingly looking for a greater
sense of engagement; otherwise
the shopping relationship becomes very impersonal. Predictably the world is getting flatter
and smaller, so our competitors
are right around the globe now.
Greg: On the supplier front in
the early days before you had
the reputation that you’ve got
now, did you experience any
whole landscape has changed the game - and October 2004 difficulties with manufacturfor a lot of us, certainly in the the real game began, which is ers or suppliers not wanting
early years of eBay they posi- the launch of Deals Direct.
to play the game, as far as not
tioned themselves as an auction
wanting to supply you stock for
house, an online auctioneer. Greg: Deals Direct has a mas- items that you wanted to sell?
That’s dramatically different to- sive online customer base in
day, and I guess so are we.
2012, but like any business Paul: In late 2004 we were one
obviously it wasn’t always of the first online department
So essentially I pitched to the smooth sailing. What do you stores. We felt we had a pretty
eBay management in the very think were your main chal- incredible pitch and Mike and
early years of its inception in lenges during that first year of myself were reputable business
Australia that eBay needed the E-commerce retail?
people. But we really struggled
service that Mike Rosenbaum
to get the brands on board. They
and myself could provide, which Paul: I think I should correct had some significant concerns
is what’s now known as the you. It’s still not smooth sail- - some of them valid, probTrading Assistance Program. Es- ing, I can tell you. I think any- ably some not, but essentially
sentially we helped consumer one who’s in retail knows that it was around channel conflict.
brands with goods to sell, we did the well worn phrase ‘retail is So I think there was a sense that
the work for them on eBay; we detail’. It’s a tough business; with some of the recognised
listed them, we shipped them, there’s a lot of moving parts. But brands if they supplied online we sold them and collected the I enjoy it, otherwise I wouldn’t that put their traditional bricks
money and we charged the com- be here.
and mortar retailers off side,
mission - it’s a very well known
their anecdotal stories of some
auction model.
The main challenges in the first of the bricks and mortar retailyears are the challenges that ers putting a bit of pressure on
The Trading Assistance Program still lead us today – there are a the suppliers, not to supply the
is quite well known right around lot of moving parts; attracting online channel.
the world now, so we really new customers; retaining existwere the pioneers here in Aus- ing customers; also the mantra I’m actually increasingly of the
tralia. And of course from there that’s it’s increasingly diffi- view that it’s all somewhat acawe cut our teeth, we learned cult in doing business in a fast demic. Ultimately, such is the
internet marketing magazine
may 2012
7

8. nature of retail it’s a customer centric journey, as
I believe that ‘where the customers are, retailers
and the brands will be’. So I’m predictably we’re
speaking to more and more brands and we’re selling more and more well-known brands on our site.
Deals Direct group to have a go. Now that doesn’t
mean being reckless, it doesn’t mean betting the
farm on one thing, it’s about taking some calculated risks, some side bets and learning by doing,
That’s the concept of failing forwards. The essence
of it is that the stepping-stones to success are ofOne things for sure I always knew that the brands ten small failures.
would come on board, because they would follow
the customer. Clearly, the online channel is proven Greg: With supply chain, It is well reported that
as the channel of choice.
your business ships up to 30 thousand parcels a
day and I know from our discussions that you’ve
Greg: Yeah, they’ll go where the buyers are. Its got the capacity to ship even more than that
interesting, we work with a whole bunch of differ- from your 25 thousand square metre warehouse
ent market segments online and one of the things in Sydney. If you could do the whole supply chain
that we’ve noticed is the rise and rise of the E- and fulfilment piece over again with the wisdom
commerce store, especially over the last two or that you have now, thinking back to the early
three years where brands that previously just had days, is there anything that you would do differa traditional website because they didn’t want to ently?
compete with their stores, but now they’re setting
up their own E-commerce store for their particular Paul: I think it’s a great question, but I have to tell
brand. So things definitely are changing and that’s you I’m really happy with what we’ve achieved in
probably out of a sense of competition and neces- our supply chain arrangements. We run the largest
sity as others around them are doing it, so they E-commerce performance centre in Australia, cerhave to compete. It’s a very interesting space and tainly by square metre and certainly as you have
it just changes so fast.
alluded to, managing a supply chain is not an easy
thing. Here again, we failed forward, we’ve made
I’ve heard you speak about a business concept mistakes. There’s nothing that I’d really do difthat I really like that you called “Failing For- ferently. From day one, even though I didn’t have
wards”. Can you explain to the Internet Market- much experience in this area, we’ve invested heaving Magazine community what you mean by that? ily in the warehousing and in automation. We now
have a paperless warehouse management system
Paul: Absolutely. Look, it is a term that I think that and it’s automated, we use ‘voice picking’. Our
I use a lot. I wish that I could claim it, but it’s ac- pickers in the morning get their voice instructions
tually been a term bandied loosely around Silicon to pick stock from the picking bays, which increasValley for some years. So the concept of failure I es their output.
think is a very subjective concept and often very
emotive. So if you think of the word ‘failure’, you
think of it as a failure, as a miss, as a disappointment and something that you wish you’d never
done. But increasingly, I think there is recognition in this brave new world we live in, in this
increasingly digitised economy that the script
hasn’t fully been written yet, and that ‘learning
by doing’ is a very powerful strategy. And in some
cases the risk of inactivity, the risk of doing nothing, is often much higher than the risk of doing
something. So the biggest danger, and we’ve seen
that with some of the bricks and mortar retailers,
Deals Direct Cart Design
is the risk of inactivity.
So increasingly, I’m encouraging myself and the
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may 2012

9. “
I think there is
recognition in this brave
new world we live in, in
this increasingly digitised
economy that the script
hasn’t fully been written
yet, and that ‘learning by
doing’ is a very powerful
strategy. In some cases the
risk of inactivity, the risk
of doing nothing, is often
much higher than the risk
of doing something.
“
Paul Greenberg
internet marketing magazine
may 2012
9

10. Deals Direct Product Layout
There are a lot of things I think we’ve done really
well. Have there been small niggles on the way? You
can absolutely bet there have been. There’s really
- I can honestly tell you there’s nothing that I would
have done differently. I think this is an area of the
business we’ve had a combination of just good luck
and good focus, and of course most importantly
good people.
Greg: You lost me with one thing, which was the
voice picking. Are you talking about the pickers and
packers getting a pick sheet, but not a printed pick
sheet to go out and grab the stock?
things that you haven’t thought of as worthwhile?
Paul: I’ve got some pretty simplistic counter-intuitive views on branding, particularly in our space.
I think you know - when I’m public speaking I say
things like, “We know half our advertisings working. We just don’t know which half”. Almost as if
it’s a pride in its achievement. I think there might
be something to that. At times we can get overly
complex; getting a business out in front of your customers.
The first good thing for branding is stay in business
and I say that without any hint of sarcasm. But you
Paul: That’s exactly it. So, when the guys get onto know, building a brand footprint, a tenure for the
their forklifts with their picking trolleys, they’ve got length of time you’re in business is a very valuable
on their headphone and voice recognition or text to asset, which I think is often under estimated. So,
voice tells them where they should pick, so they we’ve been in business a long time, I think there’s
a good brand footprint, particularly online from the
just have to listen and go.
years we’ve been in business.
It is smart enough to know that Item A is in this column, and Item B is in that column and send them in I’m a bit of a fan of ‘rotation marketing’, which
the right order, so that they do more efficient travel I don’t know if it’s an official term, but I like to
through the day. It’s a really nice innovation we’ve mix it up a bit. In other words, if you’ve got a tight
market, like most of us have, to keep your marput in over the last 12 months.
keting dollars moving I think there’s a traditional
Greg: With building up traffic to over one and a marketing view that repetition is often a very good
half million site visitors a month, and an ever- strategy - and that might well be, but I like moving
growing brand awareness and profile - have you around. So that’s perhaps something that not everyhad any strategies, or tactics that you’ve really body would agree with.
enjoyed good success with over time and other
10
internet marketing magazine
may 2012

11. Greg: I see what you’re saying. Maybe you and
I are different in that regard. I’m very into the
lead source tracking so if I spend X dollars on PPC,
for example, I’ll track down to the results in Y
dollars in sales and with the stuff I’m working on
I know every traffic source and what it’s resulted
in over time. But I believe what you’re talking
about is the overall marketing and branding mix.
Paul: I believe we’re in total agreement here.
The granularity of the tracking of the marketing
spend per channel and its return on investment in
digital marketing is one of the attractions of the
space. But I think there’s more to it than that. I
am a fan of ‘above the line’, where media’s like
billboards outside shopping centres and airports
makes sense for big business. An example is for
Deals Direct we do office furniture online and so
as a result we have got some quite big billboards
mainly around airports.
With that being said, ‘content is still king’ in
the online space. So I often say to our team that
hypothetically if we could sell iPads for $50 we
wouldn’t need any marketing. And I think business like the daily deals sites have done very well
in quite a thin marketing stream by driving some
powerful content. So good content can create a
lot of activity online.
content side is with their reviews and the fact
that they haven’t filtered out a lot of the negative reviews. It might damage the sale of one individual product, but for the sales platform itself
there’s a high degree of trust for it. I really like
that sort of user-generated content that feels
honest and integral.
Paul: Agreed, two points on that. One is absolutely the authenticity of the brand is far more
important than any one individual product. But
secondly, I think there’s a lot of research that
shows that customers are reluctant to buy products that only have five star ratings on them. It’s
almost too good to be true. So the perfect example of a good product review is the decent mix
where there’s a number of people who are very
satisfied with the product, but there’s always got
to be a handful who are not entirely happy as you
can’t please everyone all of the time. I believe
it rings true as customers are savvy and five star
rating page after page doesn’t feel right.
Greg: Great unique content obviously will also
help with your SEO and from a getting found point
of view for each of your different products or services. Do you find that you need to create unique
content for each of the main products, or can you
just run with what you get from the manufacturer
– or a combination of the two?
Paul: That’s a good question. I think it’s got to
be a combination of the two. Richer content like
video will continue to increase. Customers will
expect it - and successful retailers are using it
well already.
Greg: I really like the ‘what’s in the box’ type
video, where you’ve got someone who is a real
person who’s talking through for example the features of the camera, and what they like about it,
what they don’t like about it, that sort of thing.
One area that Amazon has really done well on the
internet marketing magazine
may 2012
11

12. Greg: In order to grow fast there is often a need
to raise capital and many entrepreneurs we
speak with they express concerns in this area.
The main concern that people speak about generally is ‘are you going to raise enough capital’
and ‘are you going to be giving up control or
too big a percentage of the company’. What’s
your thoughts about raising capital and retaining control?
Paul: That’s a fairly difficult question to answer in
its entirety, but I think at the core of it, its about
retaining our existing customers and acquiring
new ones - and that’s easier said than done.
We’re very much focussing on the customer experience, a great product, great prices, good supply
chain and logistics, and good delivery.
“
I’m happy with a
smaller slice of the
bigger cake - I’ll
take that any day
of the week.
“
Good retailers also are not in the business of protecting shoddy suppliers, so increasingly if we see
a number of products with one and two stars then
its telling us something. We pass that information
back to our suppliers and of course if we don’t
see any improvement we’ll remove the product
completely.
Paul: It’s not the size of the slice, it’s the size
of the cake. And I think a lot of entrepreneurs
sometimes get that a bit wrong and hang on to
a shrinking slice. We’ve had two rounds of capital. Our first round was in early 2005, where we
took on not only capital but we also gained some
expertise. We had some retail investors; so they
came on with some much-needed capital to grow, Increasingly a better customer experience is imbut also some retail experience.
portant, so continuing work on site improvements
and multi-channel customer touch points for our
At the beginning of last year we took a second customer service - we’ll be focussing on speedier,
round of capital from Ellerston Capital, a well- same day delivery. All those sorts of things will
known Australian funds manager, and I have ab- help us continue to grow.
solutely no regrets with either. Of course you
know as an entrepreneur you dilute some of your As discussed when we kicked off, ‘a retail store is
shareholding - but I’d firmly focussed on the big detail’, that’s for sure. And I think like any good
picture and seeing the cake grow. I’m happy with retailer there is not one good thing or two good
a smaller slice of the bigger cake - I’ll take that things you should do, it’s the hundred small things
any day of the week. So I would be encouraging you do well that will define you going forward and
entrepreneurs to look at that.
into the future.
In Internet retail my view is a simple one. It is a
bit of a race for scale and size. I’m thrilled with
our two rounds of capital, and both partners are
adding value and smarts to the business in addition to the much needed capital.
Greg: The rate that your business has grown
and continues to grow is phenomenal. What do
you think have been the main keys to growing,
and to becoming the dominant E-commerce retailer in Australia?
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internet marketing magazine
may 2012
Greg: Thank you Paul for making your time available and your expertise; you really are a wealth
of knowledge. I encourage all our listeners and
readers to visit DealsDirect.com.au and have a
shop around the site and see how great a business
and a shopping experience that Paul and his team
have built there - and you may also be able to
pick yourself up a bargain at the same time.

13. › ADVERTISEMENT
internet marketing magazine
may 2012
13

14. › WEBSITES
10 Useful Findings About
HOW PEOPLE VIEW WEBSITES
Eyetracking and research have studied how people look at websites. Here are 10 useful findings you can use.
1. Top left corner gets the attention first
When users land on your site, their eye path starts
from the upper left corner, and moves on from there.
According to this eyetracking study these areas get
the most attention:
The fourth, bottom right terminal area is where you
should place your call to action. Note that this is not
some universal truth, but a good starting point.
Designers can download a useful Gutenberg Diagram
PSD overlay here.
2. People read in F-patterns
Most people don’t read, but scan. A 2008 study concluded that on average only 28% of the text is read.
Eyetracking visualizations show that users often read
website content in an F-shaped pattern: two horizontal stripes followed by a vertical stripe. Another
study confirmed this.
Similar findings came from a study by Yahoo. Check
your site and see what you have in these zones. Move
the value proposition to the top left zone. Yes, there
can be exceptions, but use this as a starting point
and test from there.
Are you familiar with the Gutenberg diagram? It
describes a general pattern the eyes move through
when looking at (usually text-heavy) content. It fits
this zoning conclusion pretty well, with the exception of the bottom right area.
This is why you want your value proposition in the
top and why your menu should be either top horizontal or on the left, vertical.
How to design for F-patterns? A similar study called
this the golden triangle.
3. Use visibly bigger introductory paragraphs for
improved attention
Make introductory paragraphs in boldface or larger
font size. When the test subjects encountered a story
with a boldface introductory paragraph, 95 percent
of them viewed all or part of it.
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may 2012

15. See below the example from Smashing Magazine
where every article starts with an intro paragraph:
As it’s increasingly harder to get the top spots, using
long tail keyword strategy is very important.
5. People do scroll, but put most important content above the fold
Web users know how to scroll to look below the
fold, but they won’t do it nearly as much as they
look above the fold. Make sure the above the fold
part contains your value proposition, but don’t try
to squeeze everything in there.
Scrolling is still better than slicing up lengthy content to several pages - it provides better usability.
Just make sure you guide people to scroll down.
Wiltshire Farm Foods gives a hint in the bottom
right corner:
Keep the paragraph line lengths short and in a single
column – that’s how people are used to reading text.
The font that you use doesn’t really matter. Oh, and
people like links – the number of clicks on the links
goes up as you add more links.
Interestingly several studies point that the very bottom of a page also gets a lot of attention. That’s a
good place for a call to action.
6. Left side of the page gets more attention that
the right
With some exceptions, people read from
left to right.
This is also why
the left side of
your web page
gets more attention.
4. People won’t look past the first search results
If you’re not in the
top 2 or 3 in Google
for a keyword, you’re
losing out.
In an
eyetracking study by
Google most users
found what they were
looking for among the
first two results and
they never needed to
go further down the
page.
Amazon is known for their left side menu
Web users spend 69% of their time viewing the left
half of the page and 30% viewing the right half.
A conventional layout is thus more likely to make
sites profitable.
internet marketing magazine
may 2012
15

16. If you have a vertical menu, put it on the left. Navi- than Google Android devices from Amazon, HTC,
gation placed at the top of a homepage however Motorola and Samsung.
performs best (seen by the highest percentage of
test subjects and looked at for the longest duration).
7. Use high quality, large images
“Use large, crisp images” – recommends usability
guru Jakob Nielsen based on his eyetracking studies. Image quality is a significant factor in drawing attention. People in pictures facing forward is
more inviting and approachable.
Highrise features huge photos of customers, looking at you:
Conduit Mobile
The iPhone commanded the greatest amount of attention — 2.3 seconds, on average — in its group.
Among tablets, the iPad tied with the Amazon Kindle Fire for the lead, at 2.4 seconds each.
9. Dominant headlines draw the eye
An eyetracking study observed that big headlines
most often draw the eye first upon entering the
page – especially when they are in the upper left
corner.
Present a whole value proposition with the headline. Keep in mind that clarity trumps persuasion.
Fuzzy, small images are less inviting as are big
glamor shots. Nielsen said the eye-tracking study
also surfaced a counter-intuitive finding–people
who look like models are less likely to draw attention than ‘normal’ people.
Rekko greets you with a dominant headline:
When you list a
bunch of headlines on a page,
most often it’s
the left sides of
“A call center ad with model in it on the phone
the headlines
may be a good picture technically, but it will more
that get the atlikely be ignored,” Nielsen said. Images appearing
tention. People
unneeded, at least peripherally, will be tuned out.
typically scan
Rekko.com
Avoid cheesy stock photos.
down a list of
headlines, and often don’t view entire headlines.
8. Need to show pictures of smartphones? Stick If the first words engage them, they seem likely to
with Apple products
read on.
A study by EyeTrackshop that recorded consumers looking at groups of smartphones and tablets
discovered that Apple’s iPhone 4S and iPad 2 drew
more glances and held people’s attention longer
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may 2012
On average, a headline has less than a second of
a site visitor’s attention. This means that the first
couple of words of the headline need to be real
attention-grabbers if you want to draw attention.

17. 10. First impressions take less than a second
When viewing a website, it takes users less than
two-tenths of a second to form a first impression,
according to an eye-tracking research conducted at
Missouri University of Science and Technology.
Researchers found that their subjects spent about
2.6 seconds scanning a website before focusing on a
particular section. They spent an average of 180 milliseconds focusing, or “fixating,” on one particular
section before moving on.
The website sections that drew the most interest
from viewers were as follows:
• The institution’s logo. Users spent about 6.48
seconds focused on this area before moving on.
• The main navigation menu. Almost as popular
as the logo, subjects spent an average of 6.44 seconds viewing the menu.
• The search box, where users focused for just
over 6 seconds.
• Social networking links to sites such as Facebook and Twitter. Users spent about 5.95 seconds
viewing these areas.
• The site’s main image, where users’ eyes fixated for an average of 5.94 seconds.
• The site’s written content, where users spent
about 5.59 seconds.
• The bottom of a website, where users spent
about 5.25 seconds.
Peep Laja
is the face of ConversionXL. Peep is an
entrepreneur and internet marketer. He
runs a unique web marketing agency called
Markitekt, a startup called Traindom and
several niche internet business like T1Q
and others. He has a free website called
Dreaminder.
If you want to get in touch with Peep,
shoot him an email at peep@convresionxl.
com
internet marketing magazine
may 2012
17

18. › COPY CORNER
WE ALL WANT WHAT WE CAN’T HAVE!
It’s the same thing with our marketing.
Be very aware, when limiting your offer in any way,
or when you’re using Take Away Selling, of this “we
all want what we can’t have” concept.
Realise the sheer power of it as you write the copy,
or when you’re instructing your copywriter.
You remember what it’s like when you couldn’t
have something right?
As a business owner, it’s important you take this
month’s lesson on board because the results will
astound you.
The fact is, when we can’t have something, we
want it more… and you can easily apply this concept into your marketing.
That’s why “Take Away Selling” is so powerful; you
make them hot for what you’ve got and then you
tell them they can’t have it! This makes them explode with desire; they want your offer even more
when they know they can’t have it.
I knew a guy once who lusted after his secretary
for years. He couldn’t have her because he was
married… and anyway, she was half his age. Well
you know the story. He leaves his wife, moves in
with the secretary, and within 3 months he was on
his own. He realised real quick he did not want to
spend the rest of his life with this bimbo, he missed
his wife and realised he made a big mistake. Alas,
too late.
However, the lesson is clear.
You see, he saw what he wanted to see in his secretary… blinded from the truth by his desire. And
because he couldn’t have her it drove him insane.
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internet marketing magazine
may 2012
Well this is how your prospects will feel; so you’ve
got to make them feel this loss even more in your
copy.
Template:
1. Make the offer urgent and limited.
2. Make them feel the pain of missing out.
3. Come from a position of strength with plenty of
Take Away language.
4. Make them realise if they miss out it’s their
loss, not yours.
Pete Godfrey
With more than a decade of
experience in the marketing
arena, Pete Godfrey, AKA “The
Wizard of Words”, has developed
a keen eye as to what it takes
to succeed in business. As one
of Australia’s most successful
and highest paid copywriters/
sale strategists, Pete’s client
list contains many of the world’s
savviest entrepreneurs including
Mal Emery, Greg Milner, Pat Mesiti and many others.
To get to know Pete better and see how you can profit
from his hard-won copywriting advice go to http://
www.petegodfrey.com/blueprint and grab his new
FREE report “Business Profits Blueprint: How to Profit
in The New Economy”. Valued at a very real $97, it’s
yours FREE for a limited time.

19. › ADVERTISEMENT

20. › FEATURED ARTICLE
THE BEST MARKETING TIP
I’VE EVER GOT
Over the course of a 25 year career in Marketing, I’ve had the
privilege of being mentored by
what I would consider to be some
of the world’s most brilliant marketing minds, many of whom have
given me some cracking
good ideas for giving your
organization the edge
over any competitors.
But recently, while going
through a presentation of
a new client’s business, I
was reminded that there
was one particular marketing tip (given to me by
a man that was responsible for building one of the
largest consumer businesses in the U.S.) that
still stands out above all
others… But I’ll come to
it in a minute.
When I was younger and
working as a marketing
consultant, and having
acquired much of my marketing experience from working
in large Fortune 500 companies,
there was a tendency to confidently stroll into any new client’s
office imbued with the knowledge that whatever the problem
(because lets face it, nobody
calls in a marketing consultant
unless there is a problem), you
would be able to roll your sleeves
up and apply a set of standard
methods and applications – improved sales aids, rebranding
20
internet marketing magazine
may 2012
exercises, better communication
channels, cunning promotions,
etc., that would be pretty much
guaranteed to get them back on
track… to a point.
pride and joy, a newly minted
website that was guaranteed to
take the market by storm. This
thing had every bell and whistle
you could cram into it and on the
face of it, certainly looked impressive. He enthused about
how it would speed up the
ordering process, and give
customers unfettered access to a whole range of
new products, all they had
to do was register online
and then proceed to online
retail heaven.
He then proceeded to log
on and walk me through
the registration process.
The only glitch came when
he attempted to move onto
the next page of what was a
fairly extensive registration
process, and found, to his
consternation, that for some
reason the system wouldn’t
let him go anywhere.
But one thing I soon realized,
was that even when throwing all
the tricks in your marketing arsenal at a problem, there was one
thing you could never fix – and
that was a less than perfect product. And by inference, a less than
perfect customer experience.
After much mumbling and false
starts by his marketing team, a
young tech-head was summoned,
who immediately spotted the
problem – if you left a particular
field blank, the system made you
start all over again before you
could move on to the next page.
Back to my new client – a very
intelligent businessman with a
fairly large business, who was
happily running me through his
“Well that settles that” said my
client, as he moved on and continued to sing the praises of the
site.

21. It was only when I made a simple observation that he stopped dead in
his tracks. My observation was this – “You’re the owner, and luckily you
had a young internet genius to call upon to walk you through the problem – what do your customers do in the same situation?”
And this leads me back to the greatest marketing tip Ive ever received
– You need to look at every aspect of your business from 2 key perspectives (besides your own).
The first and most important point is from the customer’s perspective, the second is from your competitor’s.
I am constantly amazed at even very large companies who just assume
that elderly people can get the lids off their jars, 12 year old kids can
open their packaging, people with English as a second language can
read their instructions, and internet luddites can magically navigate
their way through their websites.
So my first tip is this – put yourself in your customer’s shoes for a
day and get the complete sales experience from order to delivery.
It might all look good on paper, but if the fulfillment of your sales
promise leaves a bit to be desired – FIX IT!
The second half of my tip is to put yourself in the shoes of your most
aggressive competitor. If they were looking at your website or product or marketing material, what holes could they shoot in it?
Due to the emotional attachment we have to our own business, service
or product, we all have a tendency to gloss over the imperfections and
focus on the bright shiny things – (just like we do with our children). But
if we really want our business (and our children) to succeed, we sometimes need to look at things from a third party perspective and offer up
some tough love.
Your customers will thank you for it.
Tony McAuslan
is a Director of The Interim CEO - a strategic consulting business that
specializes in providing marketing and fund raising advise to start- up
companies . He has successfully launched a number of international startup businesses in both Australia and the U.K. And he can be contacted by
email - tmcauslan@hotmail.com
internet marketing magazine
may 2012
21

22. 7. Always provide an affiliate program for any product or
service you sell online. Without affiliates and JV
partners
(higher paid affiliates), I wouldn’t be where I am today.
”
WE CARE
ABOUT
YOUR ROI
”
Building Websites that
Capture Leads & Sell!
Internet Marketing
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Providing Traffic and Conversion Optimization
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‘Internet Marketing Done For You’ is the direct response marketing agency which is the
secret weapon of many of the biggest marketers online.
Speak to the team at InternetMarketingDoneForYou.com today
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› ADVERTISEMENT
internet marketing magazine
may 2012

23. › FEATURED ARTICLE
Are You Ready For A
SOCIAL MEDIA CRISIS?
Are you ready for a social media crisis, should magnitude of the response they would receive, and
one strike your brand?
therefore could not fully deliver on their promise –
launching them both into a full blown social media
What would you do if you woke up one morning attack, and giving them much more nation-wide
to find dozens, hundreds or even thousands of brand awareness than they had bargained for!
negative tweets and Facebook comments flooding in, all expressing negative sentiment about
your brand? How would you feel, and better yet,
how would you react?
Would you take the opportunity to strengthen your
client relationships and create new and stronger brand advocates? Or would you do, like most
brands, and panic, feel overwhelmed and potentially damage your brand even further?
Unfortunately these days, this is not just a hypothetical question, but a reality that more and more
companies, from brands-of-one to mega corporations, are finding themselves unexpectedly faced
with. And truthfully, the majority of them are failing big time!
Common misconceptions
Many people and companies have this misconception that, should a crisis arise, they’ll simply be
able to wing it. After all, they have years of customer experience, and they don’t plan to do anything to anger their customers anyway!
But that’s both the beauty and the beast behind
the power of social media. You can make a human
error, or you can launch a hopeful campaign, and
in either case, you can be woken to a full-blown
social media attack.
Let’s take the cases of Timothy’s Coffee and Wotif.
Both companies, one a well-loved cafe, and the
other a major online reservation service, decided
to build brand awareness and acquire new customers by means of a positive Facebook campaign.
Both companies innocently underestimated the
Everybody is susceptible to an attack
In today’s social reality, anything can turn into a social media crisis. From a simple hashtag campaign
(remember #McDstories and #QantasLuxury?), to
creatively challenged print campaigns (Chapstick,
Groupon and The Circuit Factory), right through to
human error or a lack of moral or ethical judgement (Susan G. Komen, PayPal and so many others).
The worse part, is that a social media crisis can
strike at any time, and usually does so when you’re
least expecting it. To top this off, the damaging
effects can be brand-threatening and long-term.
I’m talking loss of brand credibility, loss of customers, and ultimately, it can have a negative impact
on your business’s bottom line.
internet marketing magazine
may 2012
23

24. However, this doesn’t need to be the case. It is possible to turn a negative brand experience into a
positive PR opportunity, just as it’s possible for you
to come out of a social media crisis with stronger
and even more loyal customers then you had going
in.
All it takes is the right social media crisis plan
Being prepared with the right social media crisis
plan means:
• Being able to detect a crisis in the making –
before it spirals out of control.
• Knowing exactly how to respond – and how to
optimize that response for maximum reach.
• Positioning yourself as the primary source of
credible information, news and updates concerning the crisis.
• Having the ability to leverage the powerful
help of your still happy and loyal customers.
• Regaining complete control of the situation, in
minimum time.
• Strengthening the valuable relationships you
currently share with your customers, while
making new ones.
Imagine being able to take such a negative situation and turn it into a positive brand experience,
and a positive publicity opportunity!
These mega mistakes include:
• Deleting negative comments
• Not taking the attack seriously
• Hiding silently, in hopes that it will just go
away
• Letting your frustration get the best of you
and responding negatively to the comments
Taking any one of these actions will instantly escalate your social media crisis from bad to worse.
Alternative actions
In order to avoid taking part in that seventy-six percent, here are some alternative actions you could
– and should – take:
• Give your unhappy customers a voice and allow them to express their discontent with your
brand.
• Go a step further and reply to each negative
comment with an apology and a personalized
message. (Do not write the same generic message to each person.)
• Take responsibility for your actions, and sincerely apologize to your customers.
• Post an official response detailing every single
event and detail concerning the crisis.
In fact, the Altimeter Group recently released a report stating that 76% of social media crises could
have been averted, had the companies invested in
a social media crisis plan before the attack struck.
Seventy-six percent! Those brands are surely kicking themselves today!
But that doesn’t need to be you!
You don’t have to follow in their unprepared footsteps.
Start by learning from their mistakes
There are some common (and huge) mistakes that
brands tend to make, over and over again, whilst in
the midst of a social media attack. These mistakes
are simply the result of being caught off guard,
overwhelmed and unprepared. They’re also mistakes that can be completely avoided.
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internet marketing magazine
may 2012
Reach out to customers online
By acknowledging the crisis, taking responsibility
for it and addressing your customers’ concerns,
you will begin to regain control of the situation
– putting an end to the attacks. Once you fess-up
and take responsibility, there’s really nothing left
for anybody to say, so the attacks will diminish
and you’ll start to see positive comments begin to
take shape on your wall.

25. Whether you’re a small brand-of-one, a world-wide
reputable brand, or a firm who is responsible for the
reputation of their clients, social media crises don’t
discriminate. They can attack anyone, at any given
moment, whether you’re prepared for it or not.
But if being prepared means benefiting from the crisis and strengthening both your brand and your customer relationships, wouldn’t you want to be a part
of that select, and very wise few? Especially since
all it requires is a little preparation and a clearly
defined response strategy and plan-of-action!
So I’ll ask you again. If you woke up to find yourself in the midst of a social media attack, what
would you do? Would you take the opportunity to
strengthen your client relationships and create new
and stronger brand advocates? Or would you do, like
most brands, and panic, feel overwhelmed and potentially damage your brand even further?
Are you ready for a social media crisis, should one
strike your brand?
› ADVERTISEMENT
Melissa Agnes
is a social media crisis specialist, and
the creator of the Social Media Crisis
Academy. She has a passion for helping
brands protect themselves from a
crisis – before they find themselves
faced with one. The Social Media Crisis
Academy is an all-inclusive, 4 module
training program that teaches brands,
beginning to end, how to properly
protect themselves from a crisis, and
how to turn a social media crisis into
a positive PR opportunity. Connect with Melissa on Twitter:
@smcrisisacademy ot become a fan on Facebook: facebook.
com/SocialMediaCrisisAcademy
Leigh Kostiainen
is an Australian Facebook Marketing
pioneer, having taught hundreds of
businesses how to gain the Facebook
marketing advantage for their business
pages. Leigh owns Facebook’s largest
page promotion fan page – Promote
My Fan Page with over 35,000 fans,
speaks at corporate events, provides
Facebook
customization
services,
and runs workshops teaching business
owners how to use their viral influence
for real business profits. Connect with
via Facebook http://facebook.com/TheFanPageCoach
internet marketing magazine
may 2012
25

26. › GOOGLE ADWORDS
COPYWRITING FOR GOOGLE ADS
The Real Art and Science of Internet Marketing
Selecting your Google AdWords budget and keywords is just the first part of the battle. Whether
your ad is actually clicked on, and whether those
clicking are from those most likely to buy from
you, all depends on how well your ad is worded,
and this is where the magic really lies.
When I was first starting out, finding out what
worked for my magic business was really an exercise in test and measure. Results varied significantly, and I had to decipher what it all meant, so that I
had some “rules” to use in the future. In a nutshell,
here is what I came up with.
Copywriting for Google ads is truly an art in itself.
It is definitely no easy feat to not only capture attention, but also inspire action (that all-important
click), in just a few words.
Firstly, you cannot write an ad if you have no idea
why you are advertising in the first place. Do you
want to raise awareness about a sale? Then talk
about your promotion and be specific about how
much people can save and on what products. Do
you have a large variety of products and services?
Or is it your added extras, such as free shipping
and packaging that sets you apart? These key competitive differences are what will get that traffic to
your website.
Don’t forget to add in at least one of your keywords, which will appear in bold, to ensure that
those people who searched for it can easily spot it.
Next is the important part; your call to action. People need to be told what they have to do next. For
example, “Click Here to Claim Your Offer” or “Book
Your Free Quote Now.” It surprises me how often
advertisers leave out their call to action, and as a
result, are missing out on a potentially enormous
number of valuable clicks.
When people take the action you have asked of
them, you need to ensure that they are immediately taken to the place where they can carry out
the action. In essence, what I am saying is that it’s
not enough for them to land at your home page and
figure out what to do from there. People generally
don’t have the time to navigate your entire website
to find out how to organise their free quote. Even if
it is clearly advertised on your home page, never assume your audience who have clicked through will
immediately notice it. Your landing page (where
they are taken when they have clicked) needs to
very specifically match your ad and provide content
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internet marketing magazine
may 2012

27. people would expect after seeing the ad and clicking through to your
site. For example, if your advertisement invited them to “Book Your Free
Quote Now”, their click should take them through to a matching landing
page where they can do so immediately.
Finally, do not be afraid to experiment with differently worded ads to see
what translates to the most clicks for your business. AdWords can even
automatically show the better-performing ads within an ad group more
often. This removes the guesswork and ensures you are always placing
better performing ads for your budget.
Ben Bradshaw
is one of Australia’s most established and renowned online
marketing and Google AdWords pioneers. He is the founder
and CEO of Australia’s largest Australian owned, multi-award
winning AdWords management company and is one of the most
sought-after and respected speakers and trainers on Internet
marketing and entrepreneurshipin Australia.
Ben is no stranger to success - not only is he now a self-made
millionaire, an author, and one of Smart Company’s Hot 30
Under 30 among other prestigious award-holders, but he also
holds the Guinness World Record for the fastest escape from
a straight jacket!
Ben’s entrepreneurial approach and knowledge on Internet marketing has resulted
in his business doubling its revenue year on year since its inception. Just after it
started, SponsoredLinX was approached to become one of only a very select few
authorised Google resellers and is now a Premier Google Partner - one a small
prestigious group of companies handpicked by Google.
Ben is an expert columnist on multiple international and US Internet marketing
specialist print and online publications, Ben is also regularly quoted on Internet
marketing topics locally on Sky Business, in business publications like Smart
Company and BRW, and in major metropolitan newspapers. www.bbradshaw.com
internet marketing magazine
may 2012
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28. 28
› ADVERTISEMENT
internet marketing magazine
may 2012

29. › PODCASTING
Podcasting for Business
THE NEW ONLINE FRONTIER
Podcasting for business is the
new frontier for those seeking
an innovative online marketing
strategy. Not yet prevalent in the
online marketing space in Australia, businesses who adopt this
platform now will be considered
the forerunners in their industry.
Imagine having your voice heard
by thousands across the country;
but not just your country, countries beyond your shores. Consider what it would do for your
bottom line if you could promote
and sell online digital programs
to a global market. We’re no
longer hindered by our own geographical boundaries and when
using digital mediums like podcasting, your business can attract a global audience.
What is a podcast?
A podcast is essentially an audio or video (I’ll be focusing on
audio in this article) that is accessible via an RSS feed (Real
Simple Syndication). It works the
same as a blog. When you subscribe to it, it will automatically
update each time a new podcast
has been released. With the advent of smart phones, you can
now sync your favourite podcasts
to your phone. This allows the
listener to engage with the content at their own leisure. Think
- cleaning the house, walking
the dog, working out at the gym
or riding your bike. All of these
activities can still be in motion
with a headpiece in your ear and
an arm or a pocket to hold your
phone. What does this mean for
the podcaster? It means that your
content can be easily consumed
at a time that is convenient for
the consumer.
The online benefits
Unless you’ve got the inside
scoop on how to successfully
market online, it can be a pain
in the butt at best. Trying to
filter through the consistent
changes Google enacts and trying to keep track of what they
require can give you a migraine!
But one thing we do know is that
Google loves relevant, high quality content that is aligned with
the context of your website and
engages the visitor in an interactive manner. Audio does this.
Click the play button and you’ve
immediately engaged your visitor. Add to the regularity of the
content creation and you’ve got
a high quality product, produced
frequently, featured on your
website, linked to iTunes, mentioned in your blog and social
media platforms. Think about
the online credit you’ll receive.
Google will love it!
How can podcasting benefit
your business?
Apart from the online traction
and the potential global audience, podcasting can benefit
your business in a number of
ways and I’ll show you how it has
helped my business in a moment.
But for now, have a think about
what your biggest challenge is in
regards to selling your products
or services? For many, it’s brand
awareness; ensuring that their
target market not only knows
who they are but what they offer
and what it can do for them. If
you plan your podcast well by offering high value content for the
most part, then you can quite
freely discuss how you can help
them and what you have to offer.
It’s a balancing act but when you
get the ratio right in can well
work in your favour.
internet marketing magazine
may 2012
29

30. partnerships with many of my guests allowing me to cross pollinate with their
list. My speaking engagements have increased along with international and
national teleseminar and webinar invites. I’m regularly invited to write articles for magazines (such as this) along
with guest blogging. And the biggest
benefit of all? It has increased my personal profile in ways that none of my
other marketing approaches could.
What has it done for my business?
Since starting Red Tent Radio in March 2012 it has
become my number one online marketing strategy. Within six weeks of the show being released
we were picked up by a US radio station where
we have 2500 – 3000 listeners per week. We also
have anywhere from 1000 to 4000 downloads per
episode via iTunes which gives us massive online
exposure. We have fans all around the world that
regularly tune in and comment on our show or
leave a review on iTunes. Also, iTunes consistently
has us in the ‘What’s Hot’ list. In fact, this week
we’re sitting at number 49 on page one for business audio podcasts. Our product and service sales
have increased threefold. Our Google ranking has
increased exponentially which has given us a lot of
‘accidental’ traffic to our site. I have had the opportunity to interview amazingly successful business owners, entrepreneurs and CEO’s of major
corporations who all cross promote the episode
they are featured in. I have created joint venture
30
internet marketing magazine
may 2012
What’s the first step?
If you’re considering creating your own
podcast show, first ask yourself, “What’s
the outcome I want?” As with any new
strategy you implement, you must be
certain that you know why you’re doing
it. Is it for lead generation, online exposure, profile building or to lead people
into your marketing funnel so you can
build ongoing relationships? Whatever
your reasons are for producing a podcast, be clear so you can design each
episode around your desired outcome.
Be mindful that you don’t ‘oversell’ on
your show as it will turn people off and
most importantly ensure you optimize
each show by providing show notes on your website with the right keywords and a description for
that episode.
Ludwina Dautovic
is the host of the global podcast
show Red Tent Radio. For inquiries
about being on the show or how to
subscribe, simply visit the website
– www.RedTentRadio.com. We also
offer new and start-up businesses
the opportunity to be featured
on our new show, ‘The Business
Podcast Show’, as a part of our
Media Package. To find out more go
to: www.TheBusinessPodcastShow.
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