Thinking’s Internet Management Newsletter takes a look at issues that affect audiences and audience behaviour on the internet.
 
You received this Newsletter because you either requested it or it was forwarded to you by a friend. If you would like to subscribe or unsubscribe see the instructions at the end of the important information that follows.
 
In this issue
  
1. Directions
1.1 Destination-e Seminars. On the Right Road.

2. New Economy Thinking
2.1 Can Large Organizations Change Fast Enough?
2.2 The New Empowerment

3. Email Marketing
3.1 Email to Grow Forty Fold
3.2 Love Bug - the Morning After

4. Marketing
4.1 Awareness vs Evaluation
4.2 Appeal to Your Customers not Their Computers

5. Audience Behaviour
5.1 Mouse as "Zapper"
5.2 Online, a Picture is not Worth 1,000 Words
5.3 Give and you Shall Receive

6. Search Engine Optimisation
6.1 Savings over Banner Ads


  
1. Directions
  
1.1 Destination-e Seminars. On the Right Road
Destination-e is a platform designed to empower companies and individuals on the road to becoming "new economy" players. 

Part of this push is a series of Seminars. The first was held 1 June, 2000 and was a great success. Many attendees commented favourably on the insights being focussed on customer, audience and brand related issues rather than technology. 

"I wish all our Product Managers could think that way" wrote one.

"I don't understand computers but this made sense." Was a comment from another.

The next Destination-e Seminar entitled "Understanding the Business Issues for your e-Future", will take place on 26 June, 2000 at Hotel Sofitel, 25 Collins Street, Melbourne.

Book now as seats are filling fast.
  
  
2. New Economy Thinking
  
2.1 Can Large Organizations Change Fast Enough?
The concept of the large organisation and the well mapped out organisational structure is a defining feature of the old economy.
  
Everything in its place and every department master of its own territory. In many ways, each department was an island responsible for its own destiny.
  
This structure was needed so that work could flow from one department to another. However, it is an internally focussed structure that falls apart in the new economy. 
  
Today, a simple transaction could simultaneously affect at least four departments (eg: marketing, sales, HR and despatch).
  
Therefore all departments need to work in unison to effect the transaction. The organisational structure has to be open and flatter than ever before. 
  
Departments have to be externally focussed and develop a method of operation around the needs of the company's customers and suppliers.
  
This is quite a cultural change for large organisations. And usually those that hold on to the old structure more rigidly than anyone else are those in management positions.
  
The more they hold on to those outdated views, the more outdated their organisations will become. It's time to update now, email info@thinking.com.au
  
  
2.2 The New Empowerment
The internet is empowering the consumer. That's why Thinking places such emphasis on audiences and understanding their behaviour and needs. 
  
According to Microsoft Chairman Bill Gates, the next phase of the internet will allow users to gather information from multiple places and control the manner and timing of how they receive it.
  
Speaking at a Microsoft Conference, he went on to say that the internet will go beyond computers. It will allow people to access and link together multiple, personalised websites from a variety of devices such as cell phones and television sets, not just computers.
  
For example, a person managing his finances will be able to pull together the websites of his accountant, investment companies and bank account, all in one spot.
  
Make sure you're prepared for this next phase. Make sure your website and your organisation are prepared, email info@thinking.com.au
  
  
3. Email Marketing
  
3.1 Email to Grow Forty Fold
According to Jupiter Communications, commercial email is predicted to grow forty fold by 2005. While the average commercial emails received in 1999 were 40, by 2005 this figure could reach 1,600. 
  
What this means is it will be more and more difficult to stand out amongst this flood of information. 
  
Begin to stand out now and become more relevant to your target audience email emarketing@thinking.com.au
  
3.2 Love Bug - the Morning After
Many saw the Love Bug as a backward step for email. In fact, the opposite is true. It was a boon for email communities. It means you are more inclined to read and accept email only from trusted parties whose lists you have opted in to.
  
Email marketers who don't follow the minimum requirements as outlined in Thinkmail 2.3 will be viewed as "spammers" by their audience. You can find the article on email marketing guidelines at the this link.
 
Thinking runs a number of newsletters for its clients. In one example the rate of people joining the Falls Creek newsletter was unaffected by the Love Bug.
  
Email marketing is a powerful tool. Start using it today, email emarketing@thinking.com.au.


  
4. Marketing
  
4.1 Awareness vs Evaluation
Thinking has often said that the internet is more an evaluation medium than an awareness building medium (ask for our booklet "The Internet is not TV")
  
For proof, watch television and you will see advertising for such brands as CommSec, ninemsn, Looksmart and more.
  
These brands are consistently among the most surfed sites. However, as competition increases and new players enter the field, you have to continually make consumers "aware" of your benefits. 
  
Thinking's focus is in Internet Management. We have developed "metrics" that allow us to evaluate your share of voice and reach online. 
  
This will provide you with an effective gauge of your brand awareness online. Evaluate yourself now, email marketing@thinking.com.au
  
4.2 Appeal to Your Customers not Their Computers.
Too often we receive briefs that concentrate more on the colour of the buttons rather than the depth of the content. 
  
Those who are succeeding in the new economy are those who focus on and understand their audience and their needs.
  
Why are they here?
What are they looking for?
What do I want to tell them?
Why should they ever come back?
  
Before you can ever understand your website, you have to understand your audience. It can't be that hard, you deal with them every day. If you can't think of any good reasons to keep your customers on your site, neither will they.
  
We can guarantee they won't keep coming back for the buttons.
  
  
  
5. Audience Behaviour 
  
5.1 Mouse as "Zapper"
The mouse is the "remote control" of the internet. If you don't grab your customer quickly, you'll be "zapped" with one click.
  
A new study that tracked how a viewer's eye scans a website brought up some startling information. Here are some of the findings:
  
a) People focus first on text, ignoring photos and graphics totally, only returning - if at all - after reading the text.
  
b) On average, people search six sites every time they log on. And the thing that catches their attention - amazingly, it's written text.
  
c) People are in search of information. If they don't find it quickly, they'll move on to the next site.
  
d) Once they find what they're looking for, online readers will read on average, up to 75% of the article. Print readers by contrast, read less than 30% of each article.

You can read all about it at the following link:

http://www.poynter.org/eyetrack2000/index.htm
  
5.2 Online, a Picture is not Worth 1,000 Words
The same finding tells us that it's around twice as common for users to fixate on the text as on the images upon their initial visit to a page.
  
In general, it was headlines, article summaries and captions that grabbed attention. Images and graphics only received similar attention after the "text" was seen as relevant to their needs.
  
What can we draw from this?
Text draws interest before graphics.
Keep headlines simple and direct.
Banner ads are seen as graphics.
Make story relevant. Length is not important. Content is King.
Email Thinking for ways to improve your online communications; email audience@thinking.com.au.
  
5.3 Give and you Shall Receive
It's simple. Almost too simple. One of the most powerful pieces of information is data on your customers.
  
But how do you get it?
  
Simple. A recent study shows that customers are willing to provide personal information if they see value in it. 
  
51% said they would exchange data for service.
  
73% said its helpful when websites remember basic information about them.
  
62% dislike having to provide the same information time after time. 
  
Obviously privacy is a big issue as 51% said they read a website's privacy statement before registering. 
  
Understanding your audience is a major component of your online communications strategy. It is a major component of Thinking's work; email audience@thinking.com.au
  
  
6. Traffic Building
  
6.1 Savings over Banner Ads
You don't browse the internet, you search and you hunt for information. Banner ads are seen as an interruption to the search. We also know that most people begin their hunting at search engines. If you don't appear here, then you're as good as invisible to your audience.
  
We did a comparison recently for one of our Search Engine Optimisation clients. 
  
Our comparison found it would cost the client three times more than their current spending to achieve the same result from banner ads in one of the major online catalogues.
  
The reason why has to do with audience perception: When I'm at a search engine, I'm searching - "I want".
  
A banner ad may be "interesting", but it interrupts my "search". 
  
Find a more efficient way of reaching your customers online, email info@thinking.com.au.