With traditional media print outlets understanding that they will have to respond to the online marketing challenge, there are several questions that they need to ask themselves, that all online marketers would benefit from answering also.
The questions are designed to answer the question of how well the traditional publisher is truly embracing the strengths of online marketing rather than simply regurgitating their print version onto an Internet platform.
Here are questions that they need to ask:
- What percentage of the content on the site is original to the Web?
- How often is the content refreshed? Are article pages designed to lead readers easily to related content, both within the site and elsewhere on the Web?
- Are video clips or podcasts available on the site?
- Are users contributing content to the site? Is active blogging occurring?
- Is the site attracting advertisers that don't appear in the print editions?
These are excellent questions that will apply to numerous online ventures. Some of them are more relevant, depending on the type of site it is that you're promoting. Make sure you ask yourself these things in relationship to the sites you're marketing.
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