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May 11, 2008

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Business of Information Technology > Business Processes > Marketing >
Online Marketing
ALSO CALLED: Internet Marketing, Electronic Marketing, Web Marketing, eMarketing, Online Research, and Digital Marketing DEFINITION: Astroturfing is the artificial creation of a grassroots buzz for a product, service or political viewpoint. Commercially-motivated astroturfing is called "astroturf marketing." Astroturf marketing has a negative connotation, primarily because disreputable marketers have used deceptive tactics … Definition continues below.

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Best Practices for Creating Effective Landing Pages sponsored by Marketo WHITE PAPER: Posted: 20 Mar 2008 \| Published: 01 Mar 2008 SUMMARY: Explore ten best practices for creating a landing page that will increase conversion rate and deliver maximum ROI. Learn how you can catch prospects early through search engine marketing and landing pages. TOPICS: B2B \| Banner Ads \| Best Practices \| Branding \| Campaign Management \| Campaign Management Software \| Lead Generation \| Metadata \| Online Marketing \| Search Engines \| Web Content Management

Ten Tips for Effective Lead Management sponsored by Marketo WHITE PAPER: Posted: 20 Mar 2008 \| Published: 01 Mar 2008 SUMMARY: Learn 10 tips for effective lead management that will enable you to create more educated buyers, help you better understand their needs and ultimately increase revenue. TOPICS: B2B \| Campaign Management \| Data Quality \| Lead Generation \| Marketing Information Systems \| Online Marketing \| ROI \| Sales and Marketing Software \| Search Engines \| Web Content Management \| Wireless Marketing

Step-by-Step Guide to Aligning Sales and Marketing by Implementing Lead Scoring sponsored by Marketo WHITE PAPER: Posted: 20 Mar 2008 \| Published: 01 Mar 2008 SUMMARY: This paper will quickly give you detailed tips about how you can use lead scoring as a way to align sales and marketing. TOPICS: B2B \| Campaign Management \| Data Quality \| Lead Generation \| Online Marketing \| Productivity \| Sales and Marketing Software \| Search Engines \| Social Networking \| Software as a Service \| Web Content Management

Web 2.0: The Latest on "New Media" Performance and How They Deliver ROI sponsored by TechTarget WHITE PAPER: Posted: 08 Oct 2007 \| Published: 08 Oct 2007 SUMMARY: This session covers real-world performance results on recent new media offerings. Based on the actual results of customer campaigns, it explores optimal ways to get the latest and the greatest online media to work for you in proving ROI. TOPICS: Best Practices \| Blogs \| Lead Generation \| Online Advertising \| Online Marketing \| Podcasts \| ROI \| Surveys \| Webcasts

Longhorn, Exchange 2007, Vista, SQL Server 2007: How Can You Take Advantage of Microsoft Upgrade Cycle sponsored by TechTarget WHITE PAPER: Posted: 04 Oct 2007 \| Published: 01 Sep 2007 SUMMARY: In this session, Bill Crowley, VP, Group Publisher of Windows Media and Data Center Media, TechTarget, describes the major segments of the Windows market and tactics you can use to carve out a position that your company can ride to ... TOPICS: Best Practices \| Campaign Management \| IT Spending \| Lead Generation \| Microsoft Exchange \| Online Marketing \| ROI \| Software Upgrades \| SQL Server \| Windows Vista

Best Practice Roll-up - Highlights of Key Research and Media Performance Information from All Market-Specific Sessions sponsored by TechTarget WHITE PAPER: Posted: 04 Oct 2007 \| Published: 04 Oct 2007 SUMMARY: In this session, Marilou Barsam, SVP of Client Consulting & Corporate Marketing, TechTarget, and Karen Lefkowitz, VP of Client Services, TechTarget, roll-up Best Practices and tips from all market-specific media ... TOPICS: Application Development \| Best Practices \| Business IT Alignment \| Campaign Management \| Channel Management \| CIOs \| Data Center Management \| Enterprise Applications Software \| IT Industry \| IT Spending \| Lead Generation \| Network Managers \| Online Marketing \| ROI \| Security Industry \| Storage Industry \| Windows

Webcast Sponsorship Best Practices sponsored by TechTarget WHITE PAPER: Posted: 24 May 2007 \| Published: 16 Mar 2005 SUMMARY: This document outlines the best practices for creating successful Webcast sponsorships. TOPICS: Best Practices \| Campaign Management \| Lead Generation \| Market Research \| Online Marketing \| Webcasts

White Paper and Webcast Marketing Best Practices sponsored by TechTarget WHITE PAPER: Posted: 24 May 2007 \| Published: 19 Dec 2006 SUMMARY: Marketing and copy writing tips that make the most of your White Paper and Webcast campaigns. TOPICS: Best Practices \| Campaign Management \| Lead Generation \| Market Research \| Online Marketing \| Webcasts \| White Papers

White Paper Sponsorship Best Practices sponsored by TechTarget WHITE PAPER: Posted: 24 May 2007 \| Published: 19 Dec 2006 SUMMARY: Several tips on best practices for white paper sponsorships. TOPICS: Best Practices \| Campaign Management \| Lead Generation \| Market Research \| Online Marketing \| White Papers

Digital Directions: How Technology Is Touching & Transforming Promotions sponsored by CMO Council ANALYST REPORT: Posted: 03 Mar 2005 \| Published: 01 Feb 2005 SUMMARY: This new study, produced by the CMO Council and the Promotional Marketing Association, Inc., was conducted in the second half of 2004 and includes the responses of 256 top marketing decision makers from a wide variety of industry sectors. TOPICS: Campaign Management \| IT Spending \| Online Marketing \| Surveys

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ONLINE MARKETING DEFINITION (continued): … to build their buzz by taking advantage of the anonymity the Internet provides.

Astroturf marketers typically use blogs, message boards, podcasts, wikis, vlogs, chat rooms and social media Web sites like MySpace when building an artificial buzz. Deceptive astroturf marketing techniques include impersonating someone in the targeted demographic, creating an entirely fictional character (called a meat puppet) …
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