Marketing Resources
-graciously compiled by Marilyn Matty

• The Sites
• Networth
• The Orgs
• The Analysts
• Ethics
• e-Commerce/Privacy
• Measuring and Auditing Audiences

The Sites

• C/Net's Builder.com is an invaluable resource of advice and analysis on Web advertising and marketing, though you often have to sift. They add new information all the time.
  
  
• WebBusiness:   The online version of Chief Information Officer's supplement is an excellent compendium of research areas and resources.
  
  
• ClickZ:   Online advertising industry pros sound off in columns, articles and interviews, that are loaded with opinions and advice on just about everything, marketing-wise.
  
  
• MediaCentral:   News from the Cowles/Simba people: And their Online Tactics Newsletter.
  
  
• Advertising Age's Interactive Daily, Daily Deadline, and Dataplace. Ad Age's excellent searchable archives require registration, but they're free. They also publish NetMarketing and the Net Business Guide.
  
  
• AdWeek, BrandWeek, Interactive Quarterly/Daily online. Most of their content is available to paid subscribers only, but IQ is online for free.
  
  
• Inter@ctive Week, however, is published by ZDNet; you can get daily updates and access the print editions.
  
  
• A very noteworthy sister site is Internet Computing:   which includes an excellent article, "Making Money on the Web is Easier Than You Think.
  
  
• Mecklermedia's Internet.com:   is home to the Internet Advertising Report, and Internet World Daily (By Mecklermedia; formerly known as iWorld and WebWeek) and Internetnews, Webreference and the E-Commerce Guide.
  
  
• Netbits:   a "how, why and what's new" weekly online or subscription based newsletter (it's free), that also features solid, no-frills marketing news and analysis.
  
  
• The Advertising Media Internet Center:   is grown locally on LI.
  
  
• Wilson Internet Services:   has a healthy, timely compendium of great stuff on web marketing, with a focus on small businesses online. There are well-organized centers devoted to e-commerce, electronic mail, pricing, etc.
  
  
• Guerilla Marketing Online:   has good ideas for small to mid-sized businesses.
  
  
• First Steps: Marketing & Design Daily:   it's not as basic as the title suggests.
  
  
• The advertising sales representative firm and ad management systems supplier Doubleclick, maintains a useful resource center of banner advertising tips. Many find it slanted to favor their methodologies, however.
  
  

NETWORTH

• The HTML Writers' Guild:   has an excellent FAQ on how to set rates for your work, as well as an analysis of how ad agencies and attorneys determine their fees.
  
  
• Do you work the Web for a corporation? The Salary Zone at ZDNet's Internet Computing will give you a comparison about how your day job compensation compares to the national average. There's also a lot about negotiating a raise, finding a new employer, etc.

The ORGS

• The Digital Edge:   (of The Newspaper Association of America) is devoted to online marketing, advertising, researching and presenting tbe latest information. You'll read what reporters, editors and publishers of every size and location are consulting about how to use the net, and be sure to check back regularly as archived material is available to member companies.
  • And their excellent Conaghan Report:   is devoted to online marketing.
    
    
• The Internet Advertising Bureau:   is home to the highly respected, if somewhat controversial, banner advertising report.
  
  
• CASIE: The Coalition For Advertising Supported Information And Entertainment:   has a lot of information, including a guide to interactive audience measurement, and the voluntary ad banner spec guidelines.

The ANALYSTS

• Jupiter:   Their excellent research/analysis reports are devoted exclusively to the online marketplace. A bounty of frequently updated information and resources are available for free.
  
  
• Seybold Seminars:   offers a valuable service anyone involved in print or online publishing by posting transcripts from past conferences. Though their focus is on production and design, there's a wealth of marketing information here.
  
  
• International Data Group:   results of their research.
  • They also have an International Research Corp. site.
    
    
• Forrester:   is home of industry pundit, Mary Modhal.
  
  
• Cowles/Simba:   is widely recognized as an authority for market intelligence and forecasts in the media industry.
  
  
• The Gartner Group and their Dataquest division post good information.
  
  
• IntelliQuest:   focuses on surveys for the IT industry, and their White Papers and Newsletters are excellent.
  
  
• Zona Research provides market research and strategic consulting for the Internet industry.
  
  
• Although Millward Brown is known for conducting proprietary research studies, and are not considered an analysis firm in the strict sense of the word, they produced the landmark HotWired Advertising Effectiveness Study and the IAB's Banner Advertising Study. You can access both the abstracts and read an excellent White Paper on online marketing strategy.

ETHICS

• The Columbia Journalism Review and American Journalism Review's Digital Feed regularly run excellent analyses of editorial integrity/advertising issues that have arisen with the growth of new media.

e-COMMERCE/PRIVACY

• CommerceNet:   An industry association with consumer and business info.
  
  
• Trust-e:   A consortium devoted to internet commerce that has good information on privacy and security issues.
  
  
• Mastercard and Visa both maintain excellent and comprehensive guides to Secure Electronic Transactions.
  
  
• The Direct Mail Marketing Association:   The FCC is about to crack the whip on telemarketing practices. The rules extend to e-mail and Websites that sell remotely as well. Here's a good source to check them out.
  
  
• The Epic Privacy Foundation's Cookie Page and Cookie Central: Everything you wanted to know but were afraid to ask.
  
  
• The Hotwired Webmonkey's "Backend" has clear and concise how-to articles about what cookies can and can't do.
  • What Cookies Can Do for You
  • That's the Way the Cookie Crumbles
  • Cookies Revisited
    
    
• The Electronic Frontier Foundation's latest "Surfer Beware privacy report.

MEASURING and AUDITING AUDIENCES

Everybody wants to get into the very profitable act, and the major research shops and organizations all have a lot of good stuff posted about the Web and traditional media, and how many eyeballs the big guys are getting.

• The Newspaper Association of America has archived some of its best articles and presentations about audience audits and projections at The Basics of Measurement.
  
  
• MRI
  
  
• The ABC Interactive Audits.
  
  
• Nielson I/PRO
  
  
• Web Review, the excellent technical journal, has run a good series of articles, "Tracking Success," about analyzing server logs.

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