The Art of Internet Marketing with Pamela Swingley.
The Internet is revolutionizing the marketing of products, services, ideas and causes. Swingley provides an overview of major trends in the fast-changing world of online marketing, including search, web analytics, affiliate relationships and consumer-generated content. She offers a user-friendly framework for planning and optimizing Internet marketing as well as enjoying and better understanding our personal online experiences- The Commonwealth Club of California
Pam Swingley founded Savvy Internet Marketing to provide businesses with Internet marketing consulting services that deliver the best possible return on their marketing investments.
Before starting Savvy, she acquired more than fifteen years of marketing experience directing marketing strategy and communications for technology companies in the San Francisco Bay Area. Pam has worked with companies in all stages of development. From startups that needed visibility, to established market leaders including Siebel Systems and ADP.
Activities that direct the flow of goods and services from producers to consumers. In advanced industrial economies, marketing considerations play a major role in determining corporate policy. Once primarily concerned with increasing sales through advertising and other promotional techniques, corporate marketing departments now focus on credit policies (seecredit), product development, customer support, distribution, and corporate communications. Marketers may look for outlets through which to sell the company's products, including retail stores, direct-mail marketing, and wholesaling. They may make psychological and demographic studies of a potential market, experiment with various marketing strategies, and conduct informal interviews with target audiences. Marketing is used both to increase sales of an existing product and to introduce new products. See alsomerchandising.
Good evening and welcome to today's meeting of the Commonwealth Club of California. Myname is Tom Waller, I am chair of the club's business and leadership forum and your host fortoday. Today's program is entitled "The Art of Internet Marketing". And we welcome all ourmembers who are here and those of you who are thinking about joining we invite you to join uson the internet at commonwealthclub.org for our schedule of the many fine programs here. Andnow it's my pleasure to introduce our distinguished speaker. Pamela Swingley founded SavvyInternet Marketing to revive businesses with internet marketing, consulting services that deliverthe best possible return on their marketing investments. Before starting Savvy she acquiredmore than 20 years of marketing experience directing marketing strategy and communicationsfor technology companies here in the San Francisco Bay Area. And by the way she is native ofthe San Francisco area. Although she was telling me that she has went to high school inColorado and she is actually in terms of making use of the internet in charge of the getting readyfor the upcoming reunion all through the internet and remote base. So she she lives what shetalks about in terms of the use of internet. And today Pam consults with the selected group ofcompanies where she puts her extensive business education and experience to use identifyingtheir best internet strategy. Please join me in welcoming Pamela Swingley.Let's see if I can get out here, can you hear me okay? Thank you all for coming tonight andthank you for that great introduction. So tonight it's the Art of Internet Marketing. And to getstarted we are going to have a little bit of background here. And first off I would like to getsome background on you. So take a look at these. You can fit in multiple categories here. Butare you an A; are you a personal web user tonight just trying to understand advertising andnavigating around the web? Got a couple of those people, just want to know more about what'sgoing on. So we will give you an overview of that. Are you an investor here wondering "whyGoogle stock prices are so high?" Nobody thinks about that. How about a small businessowner who wants to use or improve online marketing? Most of you guys look like smallbusinesses here trying to figure out "how you can use the web?" good. How about a marketingor a business consultant that wants to provide value to their clients. Yeah. And anybody herewho work in PR advertising or marketing for a large corporation just want to know what'sgoing on? That's some of you. And who just wanted to get out of the house tonight? I heardthat there is a few of you guys that show up here.So here are some of the things that we are going to learn. Where searchers go online and howyou can reach them? We will talk about tips for improving your online marketing; we will talkabout four major internet marketing trends that I want to communicate to you tonight. We willtalk about why those Bean Counters are now in the Marketing Department? Why we have toas marketers start worrying about these statistics. We will talk about Google, it comes up a lot,we will talk about some resources, I would give you a page of resources at the end that you cango through so you don't have to take notes throughout the presentation and we will have 15minutes or so at the end where you can ask me your questions and I will hang aroundafterwards if you want to ask me your questions personally about online marketing. Does itsound good to you? You guys are okay with this? Okay.First of all, here is the background. Google is simply amazing. And I had to put this up here; thestock price is over $500, I didn't buy it when it came out on the market. I thought it was toohigh and it continues to go up. And you will see it as we talk through all these things are goingon online. Google's name comes up over and over again. So I thought it was interesting just totalk about the stock valuation here. And one of the reasons Google stock price is so high, isthey have got a tremendous percentage of the market share for web searches. 48 percent of thesearches that happen online are done through Google. How many of you use Google when youdo a search? Anybody who use yahoo at all? There is a yahoo person. And what about MSN? Nobody.So when we talk tonight about Google, we are going to talk a lot about text ads. But I want topoint out that Google is not just the text ads and where their money comes from? But they havegot image ads out there and the banner advertising that you see. They have got videos ads thatyou can place. They have got local ads, when you do a search for a local address; Google isselling ad space there. They have got mobile ads for cell phones, and with the iPhone they aregoing to be even more looking at that area because they are tightly related with Apple. Theyhave got going into radio ads, so they will help you produce the radio ad and then bid forspace on the radio. And they are testing out print ads. So Google is not only thinking aboutonline, but they are thinking about offline marketing as well too.When you talk about Internet Marketing, these are the quarterly internet ad revenues. Starting in1997 we see we have that big dot com increase and then the bust and now it's continuing togrow. Now online marketing expenditures are nothing like TV or print. Its still way outspend onthose avenues. But the rate of growth in Internet Marketing is faster than rate of growth was intelevision advertising at the same period of time. So there is a lot of growth ahead, so we arereally at the early part of this.So now we are going to talk about some of the trends and we will really take a look at somewebsites and what's going on out there. So first off, Americans perform more than 243 millioninternet searches each day. And we are all out there searching here. We are searching foraddresses to find things, we are searching for new shoes, we are searching for information tohelp us get spots out a shirt. We are searching for to buy chairs or video equipment or newclocks, I mean everything you could think of we are searching for the weather in a city we aregoing to visit. And every search that is made out there; a person has a problem that they arelooking for a solution to. And as a business that's an opportunity for you to get your message infront of that searcher and that's really what this online marketing is all about. Every query on theinternet someone is looking for solution. Now how do you get your ad in front of that personwhen they are thinking right then that they have got a problem?Well this is Mary, and Mary needs to buy a new car. She has got an SUV on her brain, she hasgot two kids. She has got dog. She holds them around. She is also a freelance journalist. So sheis pretty comfortable searching around the web. And we are going to take a tour with Mary asshe goes through to looking to buy her SUV. And I think that will help explain to you and openup to the idea that there is lots of places we go online. And each one of those is an advertising opportunity.So first of all, like most of this, Mary goes to Google. And in this case she typed in up thesearch bar, can you see what it says; "buy SUV". That's the key word, I have a pointer here,see right there, can you see that dot. "Buy SUV", that's the key word that she typed intoGoogle because she wants to start her search, this is where she begins. Now Google looks atthat key word phrase and they say, oh these are the results we are going to serve up, both interms of the paid advertising which is on the top and on the right and the organic results whichare here on the center of the page. Every keyword search is going to return different results. Infact Google is getting more personalized and regionalized in depending upon where you are inthe country or your previous search activity, it can serve out even different results. So you neverreally see the same thing. Nor do you see the same ads in the same position. So we are going tospend some time talking about the advertising here tonight at the top and on the right. And theseare Google Adwords.In each of these ads display, based on what is typed up there "buy SUV". So theseadvertisers had said "anytime someone types buy SUV into Google show my ad". And the adsdisplay on a bid basis. And you only pay when somebody clicks on your ad. So for your adshowing up you don't have to pay anything. But when somebody says "Oh I like your ad hereat the top" and they click on that, the advertiser then pays, for that for that click through on thead. So there is a science behind how you write your ads, how much you are willing to bid forthat and what position you want. And Google looks at two factors when you place your ads ontheir site. One; how much are you willing to pay. But secondly how relevant is your ad to thesearcher. And they judge the relevance based on just somebody click on the ad and if they haveclicked on it how long did they stay on the site that they went to. They look at a number offactors because they want to serve out the ads that are most relevant to you as a searcher. Notjust the ads but these organic results as well. If they don't do a good job of serving out relevantinformation you are not going to search on Google anymore. You are going to go to yahoobecause you say this is junk. I don't want this, so Google is not good. So they continually workto refine what they display here and get all those junky sites out of there and make sure it's veryrelevant for you.The top ad here actually "Buying an auto", you see the title, and then the URL www.aaa-texas.This is an ad for AAA Insurance in Texas. This is not very relevant and this was about eightmonths ago that I captured the screen. And actually it's a waste of AAA's advertising dollarsbecause I did the search in the Bay Area. I don't want to buy insurance in Texas. So somebodyshould get in there and optimize their campaign and set it up regionally, because your ads ofthese small business owners can be set up to focus on the region right around your business, soit could be all of California or it could be 20 miles around your pizza parlor or your consultingbusiness. So when somebody searches within your area your ad will display but not if theysearched outside of the area. So it can very, very targeted on how these ads display. And whenthey display and you have complete control over the copy that you write, the headline, two linesof text and then the destination URL which is in green.Google allows you to set up a number of ads and they actually optimize them, they will servethem up, they will see which ad performs the best and they will run that ad more frequently andyou can continually refine your campaign. So Google is the first place a searcher likely starts,but it's not the only place they go. But I did want to introduce you to the Google advertising andAdwords on Google. Was that fairly clear? All right, off we go.So another place Mary goes, when she is making a purchase decision is to think about what doexperts say? And here as she ended up on the consumer report site. And they don't accept anyadvertising. So you can't place your ads on this site. But one of the things you can do, see thecircle in red here on the page which is now consumer opinions. Consumers can write what theythink about the vehicles here. And Amazon was one of the leaders in these customer generatedreviews. And I don't know if you buy books, but I always go down and I take a look at whatdo other people think about this book. Well now consumer reviews are popular across allindustries. And people may be talking about your company and you need to be aware of wherethey are going in your industry. Is there an expert side or a forum, and you need to monitorwhat people are writing and you should actively start a campaign to have your favoredcustomers write favorable reviews. And we are going to talk about that more as we go throughhere. But all of these small business owners should really be thinking about building up yourreviews and having people write good reviews. And one of the areas we don't talk about thattoday but is the Yelp and Yelp is very popular Y-E-L-P in the bay area especially forservices, restaurants, entertainment. It's probably you know 30 25 to 40 year olds are using it quite a bit.Here she goes to a forum, and she wants to see "what do owners feel?" And here is a vehicleowner, you can write your own opinion, highly relevant to what she is searching for in makingher decision. Now you can advertise here on a number of forums that will sell you ad space.Social communities, this is MySpace, Mary may go there to see what do her friends think aboutbuying an SUV. There is a lot of talking going on, on my space, clearly popular among theyoung people with more and more people up to their early 40s are on my space. They aresponsored links. These results over on the left, the sponsored links; those are served out byyahoo. Those are not Google ads, they are actually yahoo ads. You need to think about what'sgoing on there and that's an avenue for advertising. There is also community news sites, dig.Getting an article this is called Link Bait, and what you do as a business owner is you writethis very appealing article. Top 10 ways to protect your dog from the summer heat, or sexiestshoes of all time, something people find appealing. And that they will then vote on your article,they vote it up; higher in the rankings so you get a first page and then when someone clicksthrough on the article they go to your website where the article is. And it does two things foryou. It drives traffic to your websites and it gets you a valuable link from Google. They lovethose links from these expert sites, so now dig and users being able to rate news and findingnews that they think is valuable instead of a publisher of a magazine doing it, people are all overthe web digging articles, voting them up. It's called link bait.YouTube YouTube is another really popular way to start marketing your business. Googleacquired YouTube within the last year. Google really likes that video and shows it in theirsearch results. So you think of YouTube and you think of a bunch of goofy college kidsvideotaping themselves, getting drunk or dancing in the hallways. But the fact is that videocontent is really valuable and if you are kind of a chiropractor; you could do series on fiveways to protect your back from injury, or I saw videos by a woman that specialized in babymassage, or someone that gives pitching lessons to students; they could put that out there. Icould do with a series on the Internet Marketing, have it videotaped, upload it; when you did asearch for it then, I would show up, I would get trafficked to my site. So if you have anyinclination or you can think of creative ways that you could do small short videotapes and puton them YouTube to market your business it really establishes you as an expert. Lots of peoplelike to search for that. And a dog training for instance, I think that would be fabulous to have aseries of videos on training your dog, a lot of people try search for you know train your dog.And will be interested in quick little snippets that you can grow onto your business or sell yourbook if it was related to dog training. So if you think there is a video extension to a book or toconsulting services that you offer think about how that could drive sales of your business.There is comparison shopping sites. I put this in here because almost every industry has abilityto compare and compare different options and here Mary is thinking; in her mind, "Where can Iget the best deal?" And you have a number of options when you place advertising, but one ofthe things that you need to consider is where if you have two equivalent sites, you think aboutmay be where is the buyer in the buying cycle; because when Mary first typed in "Buy SUV",she was just doing some general web research. And when she gets to the point of thinking,"Where can I get the best deal?" She is much closer to making a decision. May be that's abetter place for you to run your ad. So you just need to think through and if the costs wereequivalent, I think I would want to be here, Lexus has locked up these spaces. Clearly theythink that's a great place for them to be, because people are ready to compare and gettingclose to making a decision.Local search; for those of you with local businesses you get into Google, there is no cost tohave your business show up here in these organic results. The light blue at the top theMercedes Benz dealer; that is paid advertising. These others are not. You just need to get yourbusiness listed there with Google, go into Google local search. It tells you how to do it. Theysend your post card to verify it. And you get a dot on the map. But when you look at theseresults, this is what's interesting. They put San Francisco Honda at the top and they get threeand half stars. Now why do they have three and half stars? You look down, it's because theyhave 10 reviews. They have got very positive reviews. So when Google says, "How am I goingto show local listings to the searcher?" One of the ways they must have evaluated this is sayingthey had got positive reviews, they have got a lot of reviews, we are going to put them on top.So imagine if your restaurant or your business had a number of positive reviews, you couldshow up for free on these local search results at the top.And there is likely a number of pages that follow this. But right away they have got stars andthey have got 10 great reviews and what does Google show? They show that review at the top.And how bad would that be if it was a negative review? So you want to take a look whetherpeople writing in there, writing in Google about your business. And what's going on with that,because they can harm you or could really benefit you. So the one at the top is 10 reviews, thenext one down has five reviews, SSC Ford has one review, BMW San Francisco has threereviews. So it looks like that's how they have rated those. So once again what users are sayingabout your company is critically important, whether they are saying it on Yelp or user forums orhere in Google and Google is using that rank and rate your business.So one place Mary did not go was to the corporate website. She didn't start her search thereand you probably don't either. You start your search and you are thinking of looking atsolutions, comparing prices, where can I test drive one, where can I buy one. This is GM'scorporate website and it has really no information of value to her, no VIN check, no pricecomparison, no information to talk about, how do you buy a vehicle, its just one big ad pitch.So even though you have a website it may not be and likely it is not the first place people aregoing to find you. So you have to think about if it had a lot of content to help you buy a vehicle,you might go there. But Mary went a lot of other places first.So that was our first trend, searchers are online; they are all over the place. You need to thinkabout where they are going and how you can get in front of them for advertising. The next thingand this applies to the corporations here in the room, these people that work for largercompanies is really what's going on over controlling your message out there. User reviews arepart of the loss of message, you need to monitor that and see what people are talking aboutyou. But you can also have blogs and you can have a corporate blog or your business blog oryou control the message and you allow lots of comments to be written. And this is GMsFastLane blog, very popular, a leader in the automotive industry for blogging, lots of commentsare written here. And it establishes a good relationship with the company. So here you knowMary took a search of blogs and she started reading this.On the other hand you could have a whole website devoted to how bad your company is. Andthose of you that work for larger corporations go back and do a search for your company nameand the word "sucks" and see if there is a site or if there are comments out there. And mostlarge corporations have some of that going on. And this is interesting, this GM Sucks sitebecause I believe it was set up by a lobbyist firm with alternative fuels and they are just usingthis as bait to get people to come and make their pitch, because clearly it's a very attractive site,it's professionally done. You can tell an ad agency is behind this. And I thought this isinteresting, it is registered Washington, DC. So it's just a technique for them. But it's still notsomething you necessarily want out there. And can you stop it, probably not that easily but youshould be aware of it and at least know. So you are not cut off guard when somebody mentions it.So the next trend we want to talk about tonight is performance based marketing. And I call this"Show me the money marketing", there is three methods that are really very popular right now.The first is a pay per click and we talked about Google. You only pay when some one clicks onyour ad, so that's Google Adwords, it could be Yahoo has a program and so does MSN,Microsoft. So we talk about your ad is only displayed, you only against the key words thatpeople type in, you only pay when some one clicks on your ad and you have Google, Yahoo orMSN. So that's the first one.The second I want to talk about is Affiliate marketing. It gets a little the concept gets a littleconfusing. So let me see if I can clarify this for you. First off a lot of large companies' useaffiliate marketing. So talking about the Walmarts' and the Targets; and small retailers use this,business to business companies, service companies like H&R Block. So what these companiesdo is they say well; covering the internet is really a challenge. And getting front of people that doall these searches is tough. And we don't want to build humungous marketing organizations tokeep up-to-date with all this. So we will work with online marketers, like myself and othercompanies, and we will pay them a percentage of every thing that is sold. And those are calledaffiliate marketers. So they establish a relationship with Walmart and there is companies' thatfacilitate that relationship and facilitate the payments and the approval process. And then affiliatemarketers go out and they assume all the responsibility for marketing that product and they takeall the risks of setting up websites, setting up a blog running, Google ads, sending emails to theirlist of customers; they are promoting these companies products in exchange for a piece of therevenue which varies somewhere between two to 15 percent depending upon the product anddepending upon how much volume you do. It's a challenge for both sides. One, the onlinemarketer, it's a challenge for them to get out there and assume the risk. And two for thecompany; it's not a slam dunk to manage these programs. It requires that you put somebody inplace that gives these people the creative, make someone who market your product asopposed to somebody else. So you want to work with someone that gives you great banners,its response that gives you special promotions for your customers. So even though you think, ohthis sounds like a no-brainer, I will just call up these people and have them start marketing myproduct. There is a cost associated with it. It requires a management.The third method that's going on out online; I am sure there is others. But that I want to pointout to you tonight is simply the point of just buying leads, started primarily in the mortgageindustry, real estate industry does it, the education industry does it a lot. These companies thennext QuinStreet is a large one, Gate-58 I actually consulted with this company and they sellB2B software leads. Assumes the risk, they run the programs, they generate the leads, they sellthe leads back to companies. The leads they simply buy leads based on the region they camefrom and the criteria. So you just sort with the leads and generally these leads are nonexclusive.So the lead is probably sold to a couple of companies. So when you are online and you fill outof a form requesting information or you fill out something that says my home valuation, or it usedto be you could get these little special gifts or going to a contest for an iPod, you are giving yourinformation. They are capturing that, there is value associated and they sell that lead. It makes alot of sense to certain standpoint because for the companies you don't have to build bigmarketing department, you could exactly qualify what type of leads you want. It reduces a lot oflead waste and your lead cost is reduced significantly. So in the space that I am familiar with it,B2B software, generating your own lead to online programs could be somewhere between $75to $120 per lead. If you buy it, it could be $30 per lead. But the leads go into a couple ofcompanies. However when you buy business software you always talk to a couple ofcompanies anyhow. So your marketing costs are reduced significantly by moving some of yourbudgets off to this pay per lead idea.The next trend here is Bean Counters in the marketing department. For years the only math Iactually had to ever do with marketing was my budget. And it was set once a year and thenevery quarter you go back and you revisit your budget and they take money away from you andyou would scream bloody murder and you reallocate it and that was all I ever had to deal with.But that has really changed. And that has changed primarily because of Google, because theyfurnish all kinds of marketing results. And this as confusing as it may look to you is theadvertisers look. This is their interface to setup a Google Adwords campaign. So this is whatthey deal within. This is the statistics they get to look at to see how well their campaign is working.So this is the other side. When you are out there searching you are seeing the text ads. Behindthat there is a marketer sitting there who says, "What keywords do I want to have my adsappear against?" So in this case its contact manager, web contact management, manageaccounts, all these keywords when they are typed in, this advertiser's ad appears. And thenGoogle tells you a lot of information, so you can continually refine your campaigns. They tell youin the first column that I have indicated in red, they will tell you how many impressions, howoften did your ad display for searchers. Then they tell you how many people clicked on it orwhat was the click-through rate. You want a strong click-through rate, if you write a good adlots of people would click on that ad. You have a nice offer. So getting a higher click-throughrate is a nice thing to aim for. Bu even better the last column is conversion rate. Google willtell you how many people bought your product, or how many people downloaded your offer.So you know how many times did my ad show up, how frequently was my ad clicked on. Butmore importantly how often did it convert into what I wanted to do and if it converted what wasmy cost per conversion.So what was my cost per sale or per in the business software they it's just they request afree trial or they download the download or something else, so it doesn't actually have to be atransaction that has money associated with it. And here are the conversion cost perconversion over in the lot, let's see. It's running about from $16 to a $132 per lead. So youclearly want to try to get your cost per conversion down, you figure out is it my landing page Ishould optimize, was my ad too general? People clicked on the ad and expected something elsewhen they got there and they didn't want to buy anything. So just because you write an ad thatgets a lot of clicks doesn't mean that's the best thing. What you really want to look it at whatdoes that cost me per sale. Google tells you all this. So you really as now may marketersfocus on their ROI. And Google also has a free program, Google Analytics, which tells youwhat goes on in your website. How many people come to your site, how long are you on thesite, where did they come from, how did they get there, what keywords do they type in to getthere, did they come from a referring site, you can sit here and drill down and down and down.You can compare this week to last week. You can see what content they like to read, wherethey left your site, where they came into your site, you could spent all day looking at the stuffand in fact because now there is a lot of emphasis on marketing analytics, you have a lot ofnew jobs that spent all day looking at Google Analytics and Adwords campaigns and analyzing all this.So from a marketing standpoint there is a lot new matrix we are talking about. We are talkingabout CPA, Cost Per customer Acquisition, we talk about CPC, Cost Per Click, we talkedabout CPO, Cost Per Opportunity or CLV, Customer Lifetime Value, the ROIs; so these areall things that marketers are now having to get comfortable with. They are adding marketinganalytical type people into the marketing department. You can see some of these new jobs thatare starting up, Internet Marketing Analyst, Online Marketing Analyst, Business AnalystMarketing. These people are now in the marketing department. And there is new analyticstools, a whole industry is around that; improving your marketing by using these tools. Tough tocompete because Google Analytics is free, they bought a software company; they give it awayto you for free because they think the more you understand how valuable they are to yourbusiness the more you will advertise on them. But these other companies are still around andthey offer more complete products, the pie goes beyond that and maybe more services.So what does this all mean? Well there are some new opportunities and there are some newchallenges. First off your marketing can be highly targeted. You can reach these qualified buyerswhen they have got a problem, when they are thinking about buying a new SUV. When thatproblem is in there you get in front of them. You don't have to get out before they got theproblems you are very targeted. And you get targeted by demographics, by location, byinterest, by desire, where they are in the buying cycle. You can absolutely improve yourmarketing ROI, you can measure it, by measuring it to improve it and if you do pay forperformance it eliminates a lot of waste. Small companies can compete with the largest. Yourad is not going to display every time someone does a search. But the fact that is you will get apercentage of those. And in fact its getting very expensive to advertise on Google as the volumegoes up. So lots of companies aren't there for every search. But they are there for enough ofthem that builds their business and in affordable rate. It's measurable and there is a lot of marketfeedbacks. So now when you are in out there and you are spending time looking at commentsor looking at comments on your blog or you are opening up the communication; although youhave lost some control over your message you are gaining a relationship with people out in themarket that can help you build better products and help you let you know earlier when thereis a problem. And you can respond to that honestly and openly and prevent a huge disaster if it is done right.Of course there is the problem about competitors knowing what's going on too. So there aresome challenges. First off, it's not easy to do this. There is multiple advertising avenues andthere is methods and it can be very complex to manage. Unfortunately it doesn't replace youroffline marketing. So it's in addition to you can put some dollars over to online. But it doesn'tdo away with it entirely except for a very few companies that are purely online businesses. It'shard to keep up with the changes because Google innovates at an incredible rate, absolutelyunbelievable what they keep coming out with. There is a shortage of people that do this well. Ithink it's you almost have to it's a different way of thinking sometimes when you think aboutthe online marketing. So there is lots of people going into it. Google sucks up a lot of them; a lotof these start up companies do. But there are some others it is a challenge though. MeasuringROI and determining what that ROI is for your business is also a challenge. The tools thetools that measure this and to do this, they are really in their infancy. An idea that corporatetransparency you have got problems with negative PR, comparators gathering intelligence, sothere is lots of concerns of cooperation, now they are talking about what does this mean to my organization.So I don't want to leave you without Mary just hanging out there. So where did Mary buy hercar? She went to eBay which is another avenue were you can advertise your products. And it'sa match made in heaven. She loves her new SUV. So I covered a lot tonight; I know wewent really fast. But I promised you at least 15 minutes at Q & A. So we are going to have that.This is my del.icio.us page, del.icio.us is public bookmarks. And if you write down this URL uphere at the top and unfortunately I think you got to do the whole things,http://del.icio.us/savvy_resources. I will give you my website too when there is a link to that. ButI want to talk to you a little bit about this, so you understand when you get here what's goingon. If you look over on the left, this is kind of like the table of contents and about internetmarketing I have got 23 blogs there that I have highlighted. So you click on that and you will geta list of the blogs that I think you should be reading and you might find interesting. And youcould so check those out. If you got to books, there is a page of books that I think are veryrelevant. If you are building a website I have talked about analytics. There is analyticscompanies in there, there is things around content, design, links to a lot of design sites, designingsamples, there is a link to Web 2.O, designs if you are setting up a new company, you want tolook modern, there is a page of examples there.So it's really as I run across things that I think are relevant and I want to remind people of andI want to remind myself of, I bookmark them in there out here public. There is a lot aboutbuilding a blog, the blog platforms, local search. So if you have a local business you probablywant to take a look at that. I bookmark articles and resources for that. Marketing your websiteand then on down there is more. There is Google and all kinds of things. So they arecategorized and in each of them there will be a place where you can link and there will be mycomments about it. You know what it is and so here I pulled up a lot of the social news. Itlooks like I was book marking those of Dig; Netscape is now a social news network. Theyhave re done themselves and it's a real general place and it's gaining a lot of web traffic. Sotake a look at this and if you want to contact me; my website is savvyinternetmarketing.comor you can email me Pamela@saavyinternetmarketing or you could call me.And that is the art of internet marketing.