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Pinpoint Your Profits with Diversified Digital Dollars!

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"Showcasing Your Products and Services with Different Ethnic Groups and Identities is Good for Your Business". If you could increase your income or subscribers by 25%, in 2004 for... f-r-e-e, wouldn't this be a great boost for your business? Just imagine if this increase in your business could be accomplished just by thinking outside of your comfort zone, or adjusting your mental attitudes. While the great Internet gurus sell us every secret to surviving and thriving on-line, I discovered a little secret many of the web gurus of the world overlook. This basic insight could really add a good bottom-line boost to your business. Lacking from the discourse of major Internet marketers is the concept of simply helping your prospects of various ethnic backgrounds and identities to envision themselves using your products and services. While major corporations have found out, through marketing research, and business schools also acknowledge the bottom-line benefits of diversity and ethnic marketing, many Internet business people don't understand the profit power of diversity. I am amazed at how so many web businesses act as if they are in a time warp, back in 1995, when the Internet audience was a general market male dominated media. Search many web business sites and you will notice many have little if any pictures of Blacks, Hispanics, or Asians using their products or services. Even women, the dominant group on the web now, are depicted very little on some small business web sites. Mature models are also very scarce on the web, which is ironic because this is a great market to sell products to on-line.

"Women Rule the World On-line" The majority of Internet users are women (51% according to E marketer statistics). Women are responsible for 80% of household purchases. As of 2002 75% of women had yet to shop on-line, therefore this market is poised for explosive growth. Sixty-three (63%) of women shop more than once a week. While men focus on transactions in shopping, women seem to focus on relationships (Source: Make My Site Sell!). Therefore, develop good perceptions and relations with women, let them experience your concern for them as customers, and your income is sure to grow.

Make More Money with the Mature Market On-line By 2007 senior citizens will comprise about 25% of the percentage of people that buy products via the Internet. Presently, there are about 7.6 million senior citizens on-line. This population is predicted to grow to 16.3 million by 2007, with the biggest growth period being in 2004. Furthermore, mature persons comprise a large part of Internet users today with 40.2 million users being middle-aged adults (ages 35-49) and 23.7 million older adults (ages 50-64). That's over 71.5 million Internet users over the age of 35 (Source: Jupiter Research). Contrary to popular belief that young people are the primary group using the web as a location for their business, 80 percent of on-line small business owners surveyed are over 30-years-old (Source: Affinity Internet). The demographic of people over 35 years of age disproportionately buys items over the Internet. This is why you should design your sites to be user friendly to people over 35 in most cases (unless you have a youth orientated site). Make sure your type is large enough and contrasts with your background to be readable because eyesight tends to deteriorate with age. Moreover, make sure you include pictures of mature persons on your web site to woo this market.

People of Color Portend Phat Profits! Hispanics are now the largest ethnic minority (Hispanics are not a racial minority because they are comprised of different races) with 38.8 million people in the U.S. According to the U.S. Census, there are about 15 million web users of Hispanic Descent (Source: U.S. Hispanic Cyberstudy by AOL/Roper ASW U.S.). Hispanics spend more time on-line than the general population (Source: www.Terra.com). Hispanics spend about $439 dollars each on-line a quarter, or approximately about 6,585,000,000 (almost 6.6 Billion dollars) in aggregate income (every 3 months). You do the math, this means Hispanic web users spend about 26.4 billion dollars on-line. The U.S. Hispanic Market presently has a buying power of 580 Billion Dollars (Source: Emarket Inc.). You would be crazy to ignore this on-line ethnic market. Blacks represent 8 percent of Internet users with 10 million users (while Hispanics are the largest ethnic minority, Blacks are still the largest racial minority with 38.3 million people according to the census). Blacks are converting to broadband (high speed Internet access) at a fast pace with over 32% of blacks on-line with high speed connections (Source: Nielsen Net Ratings). Blacks seem to be more brand loyal in their Internet consumer attributes, with most of them using the services of AOL, MSN, and Yahoo. More importantly for our study, Blacks now have over 631 Billion dollars in buying power (Source: Target Market News). The Black or African American market is projected to have a buying power of 850 billion dollars by 2007 (Source: Emarketer inc.), which means probably within 5-7 years it will reach 1 trillion dollars in buying power. If you are looking to expand your customer base, perhaps optimizing your site for both the search engines, and diversified digital dollars can help you reach your goals.

Surviving and Thriving in the New Era of Diversified Digital Dollars. On a personal note, I have adjusted my thinking and attitude for the diversified marketplace and have seen big dividends in return. For instance, I have a site http://www.einfonews.com

that helps close the digital divide in e-commerce. I was once using generic terms like Black and minority business to describe my site. My site was optimized for minority business keywords. I could only get 5 or 6 people a day (or about 175 a month) to subscribe to my ezine, despite every effort to increase my conversion rate. I brainstormed for a long time to figure out how to increase my ezine subscriber ratio. One day I got the idea to stop using the general keywords black and minority in my web copy, and to include the keyword Hispanic as well. The exact hour I included the keyword Hispanic, my subscriber rate increased 33%, with many of the new subscribers having Spanish sounding names. In other words, be inclusive in your words and graphics, and increase your response rates. I am sure if I also used more diversified graphics my conversion rates would go up as well. Currently, I have increased my subscribers by almost 300% a month using these methods.

From Minorities to Emerging Markets with 1.5 Trillion Dollars in Buying Power! I almost forgot to mention the phenomenal growth of the Asian market on-line. Just to make a point, according to a new report by E marketer statistics service, by 2007 half of the Internet's users will be Chinese (who are only a portion of the Asian net users)! Presently the U.S. Asian market has a buying power of over 296.4 billion dollars, which is projected to grow to 454.9 billion dollars by 2007. This means the three largest so called "minorities groups" in the U.S. currently have a buying power of over 1.5 trillion dollars. The marketing trend is to stop thinking of people of color as "minorities", and think of them as emerging markets. By the year 2010 there will be more "ethnic people of color" in the U.S. combined than the once known general market. This will make the terms ethnic market and general market obsolete. It's time for all of us, to broaden our thinking towards other cultures, in order to survive and thrive in a new era of diversified digital dollars.


About The Author: Shop Amazon - Top Gift Ideas
Kamau Austin, helps small and minority business make more money, by creating, search friendly web sites. He is the owner of http://www.Ebizbydesign.com , http://www.Einfonews.com , http://www.carolsartshows.com and the creator of the Free Search Engine Promotion Tele-course at: http://www.SearchEngineplan.com .

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10 Most Recent Articles Written by Kamau Austin

Learn to Control Stress and Lose Weight
Written by: Kamau Austin | Distributed: 2007-02-08 | Word Count: 907 | Page Views: 3827 | Votes: 12 | Rating: 1.58
The correlation between stress and weight loss can be difficult to understand but this article will serve to simplify the effects of stress on the body for you and also offer you advice on how you can control stress to help achieve your weight loss goals.

Heavier Weight Sometimes Equals Smaller Jeans
Written by: Kamau Austin | Distributed: 2007-02-07 | Word Count: 1005 | Page Views: 5056 | Votes: 8 | Rating: 2.88
A concept many women sometimes have difficulty understanding is that a smaller weight does not always indicate a fitter body. Muscle mass is more dense than fat tissue. This means two women of the same height, weight, skeletal structure and body type may look drastically different.

Find the Right Weight Loss Program for You
Written by: Kamau Austin | Distributed: 2007-02-06 | Word Count: 708 | Page Views: 3092 | Votes: 11 | Rating: 2.27
The National Institute of Health understands the increasing problem of obesity in America and has created the Weight-control Information Network in an effort to make the public more aware of the weight control options available to them.

Boost Your Metabolism and Lose Weight in Your Sleep after the Birth of Your Baby
Written by: Kamau Austin | Distributed: 2007-02-05 | Word Count: 782 | Page Views: 4349 | Votes: 11 | Rating: 2.45
One of the biggest complaints new moms often have is difficulty in losing the weight they gained during their pregnancy. If you are one of these moms struggling to lose the excess weight, learning more about boosting your metabolism can be the answer to your weight loss problems.

Is Your Thyroid Making You Fat?
Written by: Kamau Austin | Distributed: 2007-02-02 | Word Count: 723 | Page Views: 3931 | Votes: 7 | Rating: 1.29
You might wonder if your thyroid is to blame for your excess weight. In fact there are a number of questions which require answers when the subject of thyroid disease arises.

Understanding Thyroid Function
Written by: Kamau Austin | Distributed: 2007-02-01 | Word Count: 706 | Page Views: 3619 | Votes: 9 | Rating: 2.78
The thyroid is a small gland located on the windpipe which primarily regulates the metabolism. However, many other bodily functions are controlled by the thyroid. Growth, fertility, body temperature, cholesterol levels, appetite, brain function, memory, vision and coordination are all influenced by the function of the thyroid.

Stabilizing Thyroid Function for Optimal Weight
Written by: Kamau Austin | Distributed: 2007-01-31 | Word Count: 732 | Page Views: 4523 | Votes: 7 | Rating: 1.43
This article will explain hypothyroidism and hyperthyroidism and will also discuss the prevalence of thyroid disease and how herbal supplements can be used to treat thyroid disease.

Using Thyroid Hormones for Weight Loss
Written by: Kamau Austin | Distributed: 2007-01-30 | Word Count: 724 | Page Views: 6627 | Votes: 11 | Rating: 1.36
Many women who are concerned about their weight often seek out simple solutions for achieving their weight loss goals. However, unfortunately there are no simple solutions to weight loss.

Having Trouble Losing the Last Five Pounds?
Written by: Kamau Austin | Distributed: 2007-01-23 | Word Count: 709 | Page Views: 5450 | Votes: 10 | Rating: 2.50
If you are like many women, you may find that no matter how hard you try, you just can't lose the last five pounds you need to meet your weight loss goals. For many women the root of this problem may be a condition known as hypothyroidism which is characterized by a decreased basal metabolic rate (BMR). This means the amount of calories required for the body to sustain life in a state of rest is lower than the BMR of a woman with a thyroid which is functioning properly.

Fight Your Slowing Metabolism as You Age
Written by: Kamau Austin | Distributed: 2007-01-22 | Word Count: 988 | Page Views: 3733 | Votes: 12 | Rating: 1.67
This article will assist you in your weight loss efforts by explaining what metabolism is and offering some excellent ideas for improving your metabolism to help you achieve your weight loss goals.

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Ann Arbor, MI Offers A Lot Of Year-Around Family Fun
Written by: Jeb Maxwell | Distributed: 2010-01-20 | Word Count: 595 | Page Views: 3551 | Votes: 8 | Rating: 1.25
Ann Arbor, Michigan is the home of the University of Michigan, a leading institution of higher education. Ann Arbor is a wonderful place to visit. The University is co-mingled with the city and greatly expands the cultural places and events available in the area.

Flowers Are The Perfect Gift For Father's Day
Written by: Wesley Berry, AAF | Distributed: 2008-02-20 | Word Count: 486 | Page Views: 4980 | Votes: 11 | Rating: 2.09
Dads everywhere have Sonora Smart Dodd to thank for getting Father's Day started. In 1909, Sonora sat in a church in Spokane, Washington listening to a sermon expounding on the virtues of motherhood. But, as she sat there, she thought about how special her own father was since it was he who raised her after the death of her mother.

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If you want to experience adventure at every level of your next trip, you need to go beyond the usual resorts and places to stay. If you're like most travelers, personal safety remains a priority, especially in today's world. A growing number of savvy travelers have found the perfect balance between adventure and comfort.

7 Tips to Hiring a Good DJ for your Party
Written by: Kamau Austin | Distributed: 2006-05-11 | Word Count: 563 | Page Views: 4587 | Votes: 11 | Rating: 1.36
If you want to have a party that everyone will be talking about for days and years later, hire a good DJ to run your music and light show. Hiring a DJ can actually be fun. Just follow these simple tips, and you are sure to have a fabulous DJ for your party.

Building your Credit to get a Mortgage
Written by: Kamau Austin | Distributed: 2006-05-11 | Word Count: 840 | Page Views: 4620 | Votes: 11 | Rating: 2.09
You are thinking about purchasing real estate. However, you are not sure if your credit is good enough to get a mortgage. There are things that you can do to build your credit so that it is worthy of any mortgage that may interest you.

1569 Unique Ways To Get A Free Lunch
Written by: Steve Robichaud | Distributed: 2006-05-07 | Word Count: 0 | Page Views: 2742 | Votes: 3 | Rating: 0.33
Everywhere you turn - T.V., Radio, magazines, or the Internet, someone is talking about government grants. What's the real story? Does the government give away real money, to ordinary people, to use for whatever they want? Let's take a closer look:

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Written by: Jo Fulkerson | Distributed: 2006-05-07 | Word Count: 0 | Page Views: 3054 | Votes: 3 | Rating: 0.33
Your novel is finished, you’ve had it edited by a professional Editor, and you’ve done the rewrites. What? You haven’t had an editor edit your work yet? This is a must. There are many editors advertising in Writer’s Digest.

NEVER Reply to an eGroup Post!
Written by: BIG Mike McDaniel | Distributed: 2006-05-07 | Word Count: 0 | Page Views: 4249 | Votes: 3 | Rating: 0.33
eGroups are collections of people subscribed to a common (discussion list) address. When one member sends an eMail message to the eGroup address, it is automatically sent to everyone else on the list. As subscribers open and read their eMail, discussion threads take shape with additional posts and replies. The attraction of eGroups is the ability to join in at your convenience as opposed to the confinement of live chat rooms.

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Effective Managers Need To Coach
Written by: Wendy Hearn | Distributed: 2006-05-07 | Word Count: 0 | Page Views: 3653 | Votes: 4 | Rating: 0.75
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TAKING RESPONSIBILITY - LIFE'S BIGGEST QUESTION
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When did Americans stop taking responsibility for their own actions? My friend agreed that the slide began in the late 1960's with the growth of the drug culture. But he was quick to emphasize that although the sixties began the slide, the real sharp slope did not arrive until the 1990's. Along about 1993, the slide began to sharpen. It was not until early 1998 that the slope became a steep cliff.

High Thread Count Bed Sheets. How Many Threads Does A Bed Sheet Need?
Written by: Liz Beresford | Distributed: 2004-09-14 | Word Count: 0 | Page Views: 5643 | Votes: 3 | Rating: 0.33
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During my twenty-three years in management, I dealt with blabbermouths frequently, so for the last ten years I have advised clients on how to silence the workplace windbags. Here are my suggestions for muzzling the motor mouths:

Better Than Botox is there a Safer Substitute?
Written by: Kamau Austin | Distributed: 2005-09-08 | Word Count: 0 | Page Views: 5378 | Votes: 3 | Rating: 0.33
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Written by: Ivana Katz | Distributed: 2005-03-29 | Word Count: 0 | Page Views: 5110 | Votes: 3 | Rating: 0.33
You are very excited!! You have finally created your own website!! But the trouble is customers aren*t knocking on your website door. Why? The most probable answer is...

Flowers Are The Perfect Gift For Father's Day
Written by: Wesley Berry, AAF | Distributed: 2008-02-20 | Word Count: 486 | Page Views: 4980 | Votes: 11 | Rating: 2.09
Dads everywhere have Sonora Smart Dodd to thank for getting Father's Day started. In 1909, Sonora sat in a church in Spokane, Washington listening to a sermon expounding on the virtues of motherhood. But, as she sat there, she thought about how special her own father was since it was he who raised her after the death of her mother.

Building your Credit to get a Mortgage
Written by: Kamau Austin | Distributed: 2006-05-11 | Word Count: 840 | Page Views: 4620 | Votes: 11 | Rating: 2.09
You are thinking about purchasing real estate. However, you are not sure if your credit is good enough to get a mortgage. There are things that you can do to build your credit so that it is worthy of any mortgage that may interest you.

7 Tips to Hiring a Good DJ for your Party
Written by: Kamau Austin | Distributed: 2006-05-11 | Word Count: 563 | Page Views: 4587 | Votes: 11 | Rating: 1.36
If you want to have a party that everyone will be talking about for days and years later, hire a good DJ to run your music and light show. Hiring a DJ can actually be fun. Just follow these simple tips, and you are sure to have a fabulous DJ for your party.

Sell Yourself, Not Your Products or Services
Written by: Bill Platt | Distributed: 2004-05-03 | Word Count: 0 | Page Views: 4331 | Votes: 2 | Rating: 0.50
Sell yourself, not your products or services. The point we need to make is that your products and services will change over time as your business adapts to the realities of the marketplace.

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Finding the Adventure in Travel Again
Written by: Helen Bergstein | Distributed: 2006-05-11 | Word Count: 718 | Page Views: 3657 | Votes: 14 | Rating: 2.64
If you want to experience adventure at every level of your next trip, you need to go beyond the usual resorts and places to stay. If you're like most travelers, personal safety remains a priority, especially in today's world. A growing number of savvy travelers have found the perfect balance between adventure and comfort.

Building your Credit to get a Mortgage
Written by: Kamau Austin | Distributed: 2006-05-11 | Word Count: 840 | Page Views: 4620 | Votes: 11 | Rating: 2.09
You are thinking about purchasing real estate. However, you are not sure if your credit is good enough to get a mortgage. There are things that you can do to build your credit so that it is worthy of any mortgage that may interest you.

Flowers Are The Perfect Gift For Father's Day
Written by: Wesley Berry, AAF | Distributed: 2008-02-20 | Word Count: 486 | Page Views: 4980 | Votes: 11 | Rating: 2.09
Dads everywhere have Sonora Smart Dodd to thank for getting Father's Day started. In 1909, Sonora sat in a church in Spokane, Washington listening to a sermon expounding on the virtues of motherhood. But, as she sat there, she thought about how special her own father was since it was he who raised her after the death of her mother.

7 Tips to Hiring a Good DJ for your Party
Written by: Kamau Austin | Distributed: 2006-05-11 | Word Count: 563 | Page Views: 4587 | Votes: 11 | Rating: 1.36
If you want to have a party that everyone will be talking about for days and years later, hire a good DJ to run your music and light show. Hiring a DJ can actually be fun. Just follow these simple tips, and you are sure to have a fabulous DJ for your party.

Ann Arbor, MI Offers A Lot Of Year-Around Family Fun
Written by: Jeb Maxwell | Distributed: 2010-01-20 | Word Count: 595 | Page Views: 3551 | Votes: 8 | Rating: 1.25
Ann Arbor, Michigan is the home of the University of Michigan, a leading institution of higher education. Ann Arbor is a wonderful place to visit. The University is co-mingled with the city and greatly expands the cultural places and events available in the area.

How to Decorate Your Home on EBay
Written by: Pamela Cole Harris | Distributed: 2005-09-14 | Word Count: 0 | Page Views: 1391 | Votes: 5 | Rating: 1.20
If you are on a budget (and who isn’t?), a wonderful place for find home decorating accessories is auction sites like eBay. But before you go a’baying, here is some advice...

The "Proprietary Blend" Nutritional Supplement
Written by: Will Brink | Distributed: 2006-02-10 | Word Count: 0 | Page Views: 2645 | Votes: 5 | Rating: 0.60
In a nut shell, I went onto cover each of these common marketing terms that are used to sell supplements to unwitting consumers and explained each in detail as to what I view as their common misuse within the market place.

Brink's Unified Theory of Nutrition
Written by: Will Brink | Distributed: 2006-02-24 | Word Count: 0 | Page Views: 1618 | Votes: 5 | Rating: 0.60
Regardless of the topic, a unified theory, seeks to explain seemingly incompatible aspects of various theories. In this article I attempt to unify seemingly incompatible or opposing views regarding nutrition, namely, what is probably the longest running debate in the nutritional sciences: calories vs. macro nutrients.

7 Steps to Successful Telemarketing
Written by: Kamau Austin | Distributed: 2006-05-03 | Word Count: 0 | Page Views: 2275 | Votes: 5 | Rating: 0.40
Telemarketing is not as easy as it looks. Telemarketing involves talking on the phone to someone you do not know and trying to convince them to buy a product, use a service, or sign up for a special offer. Many times, telemarketers fail because they are not doing the job properly.

Offer More Payment Options than your Competition
Written by: Bill Platt | Distributed: 2004-05-03 | Word Count: 0 | Page Views: 2642 | Votes: 5 | Rating: 0.40
In order to be successful online, you must provide your customers many quick and easy ways to pay for your goods and services. It is not enough to ask folks to send a money order or check to your house or place of business. You must do more.











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