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How to Start and Run an Effective Online Marketing System

Key components of the Mequoda Internet Marketing System

The Mequoda Internet Marketing System is comprised of the person in search of the information—the user; the publisher of the information-—the operator; and the partner, or partners who work with the publisher to send traffic to the publishing website. The goal of the system is to acquire, build and monetize customer relationships. The system relies heavily on user and partner activity, a characteristic that allows the publisher to generate higher than average revenue per employee.

The launch and operation of a Mequoda Marketing System can be divided into four phases. Most of the steps in each phase are then repeated over and over again to build email circulation and monetize customer relationships.

Mequoda Marketing System Phases are:
Phase 1: System Architecture, Design & Set-Up
Phase 2: Using Earned Media to Build Email Circulation
Phase 3: Using Paid Media to Build Email Circulation
Phase 4: Building Customer Loyalty & Monetizing Customer Relationships

A Mequoda Marketing System is a database marketing system that focuses first on acquiring a customer and then on monetizing that customer. These two events can be tied closely together. We typically advise operators to make their first paid offer immediately after capturing a new email subscriber using an Up Sell Order Flow [1]. Many additional attempts will be made over time using website links, email newsletters, promotional email, direct mail, telemarketing and even FAX.

Knowing the value of an email subscriber allows Mequoda Marketing System operators to set a maximum allowable cost per new subscriber and then deploy many new subscriber acquisition programs to find and roll-out sources of new subscribers for less than that maximum allowable cost per new subscriber. This allows system operators to scale a new Mequoda Marketing System quickly and efficiently.

Four Phases of the Launch and Operation

The launch and operation of a Mequoda Marketing System can be divided into four phases. Most of the steps in each phase are then repeated over and over again to build email circulation and monetize customer relationships.

Mequoda Marketing System Phases

For this case study, we’ll use our very own Mequoda Website Network to illustrate the Mequoda Marketing System components. As you may know, the Mequoda Website Network is owned and operated by the Mequoda Group, which is a small, rapidly-growing B2B publishing organization that is just over 2 years old. The Mequoda Website Network is a living laboratory used to explore and document best practices for online publishing using the Mequoda Marketing System.

The Mequoda Website Network has a full-time staff of three (Editor & Publisher, Creative Director and Business Manager) based in Bristol, Rhode Island near Roger Williams University. At any time, an additional 15 to 20 members of the Mequoda Research Team are engaged in active research and testing using parts of the Mequoda Website Network.

The Mequoda Website Network is anchored by the Mequoda Daily [3] Internet Hub email newsletter and includes:

The Mequoda Daily includes Mequoda Case Studies, Website Design Reviews and Landing Page Reviews on more than 140 Internet Marketing Systems. The Mequoda Design Team is currently working on 15 Mequoda Marketing Systems operated by a variety of B2B and B2C special-interest publishers. Six of the systems are live and are anchored by the following Mequoda Internet Hubs:

This article is just one in a very popular series called How to Start and Run an Effective Internet Marketing System. To read the rest of the series, see below: