28 February 2011

Google Tries to Limit Fraudulent SEO

"Google, which has promised to crack down on content farms and how they skew search with low-quality results, has changed its ranking algorithm to weed out such content," according to MarketingVox. A content farm describes a company that hires a large number of freelancers who write for websites. On principle, Google or any other search engine should not care. The "farms" sound similar to the NYTimes.com or CNN.com. These reputable websites, however, do distinguish them from "farms." The reputable websites create content based on what the editors believe their readers/viewers want or need. Farms generate content only to get the best results from automated search engines, such as Google, Bing, Yahoo, AOL, and others. Why? By getting a higher ranking on the search results, they will get more people willing to look at their sites. The more who look, the more potential advertising.

26 February 2011

‘Likes’ Playing Greater Role

MaretingVox notes that "Microsoft's Bing has followed Google's lead last week and tweaked its search algorithm to emphasize social results. Building on a partnership it announced a few months ago with Facebook, it has introduced Liked Results, which promotes links friends have publicly liked or shared via Facebook. Bing is extending Liked Results to annotate any of the URLs returned by its algorithmic search results to all users in the US, it says in a blog post."

25 February 2011

Take a Look at What Internet Advertising Is About

Open the following page and watch the left hand side of the screen: http://www.nytimes.com/pages/books/index.html. You will see a Flash (a highly compressed video made with Flash Media by Adobe) video advertisement for a performance at the Metropolitan Opera. Why mention this? Study how it captures your attention in the first seconds of opening the webpage. The Met has you looking, fulfilling the first and most important task of any advertisement.

Revealing the Nature of ‘Ads by Google’

This morning I was reading the NYTimes.com, and on the webpage with a story about the international communities reaction to the troubles in Libya, I noticed an ad for the National WWII Museum with a thin gray banner on top of the ad. On the banner were these words: "What are ads by Google?" I clicked. A small window appeared with the following:

Ads by Google are keyword-targeted advertisements provided through the Google AdWords™ program.

These listings are administered, sorted and maintained by Google. For information about these Google ads, go to adwords.google.com.

Google may place or recognize a unique "cookie" on your Web browser. Information from this cookie may be used by Google to help provide advertisers with more targeted adveritising opportunities. For more information about Google's privacy policy, including how to opt out, go to www.google.com/ads/preferences.

By clicking on Advertiser Links you will leave NYTimes.com. The Web site you will go to is not endorsed by The New York Times Company.

Getting the Most Out of Twitter

"Twitter recently surpassed 200 million registered users who now post more than 110 million tweets per day. It's a global communication phenomenon that not only reports the news but reflects the feelings and fascinations of an expanding global community. Whether its world events, sports, pop culture, or technology trends, Twitter is there to capture the blow-by-blow feelings and sentiment of its users." That's how Michael Della Penna starts his ClickZ
post that discusses how marketers can use Twitter effectively. You should probably read this posting before beginning your short report.

Chrysler Turns to Yahoo during Awards Season

"Chrysler has been trying to tap the interest around the Golden Globes, Grammys, and Academy Awards on Yahoo in a big way." So starts the ClickZ post.

Tweating with Penney’s after Oscars

"JCPenney is incorporating a playful dose of Twitter and Facebook into its spring campaign, which debuts with seven Oscars commercials on Sunday," notes ClickZ.

The King is Dead, Long Live the King

Content is king again, starts Matthew Yeoman of AdAge. "And curated content [meaning content created and controlled by a publisher or producer rather than any individual] at that. After half a decade's dalliance with crowdsourcing, user-generated content and giving up 'control' brands once more have realized they have a responsibility and a right to tell their own stories. There's just one problem. In those five or six years the rules of brand engagement changed and, for the most part, brand and PR managers along with the agencies they retain to help 'tell their story' have little idea how to create editorial content in a social media culture that craves 24-7 information instead of the occasional disruption of an advertising or PR campaign." Brand managers can tell their story anyway they want. During the 1950s, they control television soap operas but that ended in the Sixties when the audience craved more creativity. Neither brand nor content is king. The viewer (reader) is king.

24 February 2011

Top 10 Websites Jan. 2011

Source:comScore.com

Online Video Ads Trying to Prove Worth

"As online video advertising spending soars—rising to over one-third of US display ad spending in 2014—the pressure to prove video's value is also increasing. But calculating the return on branding-oriented advertising such as video can be difficult. The good news is that by adding the expansive concept of engagement on top of video advertising, it becomes easier to estimate results," says an eMarketer post.

23 February 2011

Are Facebook Ads All They Are Cracked Up to Be?

Brad McCormack of AdAge has a different take on the "success" of Facebook:

As you might have heard, Facebook recently announced the launch of sponsored stories, a new ad product that will allow marketers to insert certain user updates into paid advertisements.

This is yet another blurring of the line between paid and earned media. But it's another signal that because brands are stumbling in their quest to be heard on the world's most popular social network.

First, let's agree on one thing: Not all friends are created equal. This is something that each of us inherently knows, but is a principle that social networks have struggled to properly put into practice.

Facebook actually attempted to correct this with the recent rollout of the "Top News" vs. "Recent News" system. "Top News" features the news and updates from your friends that Facebook's secret Edgerank algorithm thinks you will be most interested in. And since it is the default view of a user's Facebook page, a brand's presence within a user's "Top News" is as good as gold.

"Recent News," on the other hand, is fast becoming the spam folder of Facebook. This is where you will find an overflow of updates from "friends" with whom you rarely interact or whose news simply isn't that popular. More and more, this is where branded updates are appearing.

22 February 2011

Skippable Ads on YouTube a Success

"Online video ads have shortened in response to low completion rates, from standard :30 spots to :15s and even shorter ad lengths," says ClickZ.com. "But there is no time limit on YouTube's new TrueView in-stream video ads, which were introduced late last year.

"That's because they're skippable. Viewers can close the ads after five seconds to resume their chosen YouTube video. Advertisers only pay when users watch their ad for 30 seconds, or through to completion."

Facebook in the Top 10 Ad Networks

ClickZ.com reports that "Facebook in January had 153 million U.S. unique visitors, according to new comScore data, allowing the social site to rank 10th among online advertising networks. While reaching 72 percent of Internet users, the Palo Alto, CA-based company achieved its highest comScore AdFocus ranking to date.

"The Reston, VA-based firm's survey placed Facebook at No. 11 for November and December 2010. To better illustrate the site's emergence in the last year, it was 32nd (60 percent reach) in May and 26th in June (66 percent).

"For January, the No. 1 slot went to Google Ad Network, with 197 million unique visitors, or 93 percent of the U.S. online market. Yahoo Network Plus, AOL Advertising, Yahoo Sites, and Google Sites rounded out comScore's top 5 for the AdFocus study."

Bing and Google Battle

"Microsoft has added to the internet marketing services it provides to users of Bing with the introduction of a new toolbar featuring social media integration," notes
ClickThrough
. And a short while earlier the website reported that "Search engine marketing providers may be interested in the results of a new survey that has found Google is the most respected brand in the UK. The search engine and multimedia firm topped the TNS Corporate Reputation Index 2010, which assessed companies on factors including their favourability, trustworthiness and quality."

 

21 February 2011

Firefox & Chrome Offer Privacy Protection

Mozilla Firefox and Google Chrome have introduced their versions of "Do Not Track" software, allowing websurfers to decide for themselves if websites, search engines, and advertisers can deposit cookies that will track surfing behavior. Management for the browsers fear that if they do not offer surfers an alternative to today's track-and-follow software, then the Federal Trade Commission (FTC) and the Obama Administration will alter the laissez-faire atmosphere of the American Internet with new regulations.

This atmosphere has created the web as Americans know it, a place where anything goes, any time—some for the worst, most for the better. In this atmosphere, Internet marketing has thrived—again sometimes for the worst, usually for the better—and whatever the case, these marketing activities are paying the freight for the free services to which Americans avail themselves.

Therefore, many Internet observers worry that too much privacy protection will lead to a decline in Internet marketing. The less advertising on the Web, the fewer free services. The fewer free services, the fewer number of websurfers. The less websurfers, the less Internet marketing, and so on.

Chobani Yogurt Goes Digital

"Yogurt maker Chobani launched its first national marketing campaign this week, using digital, out-of-home, Facebook and TV ad elements to raise awareness of the New Berlin, NY-based company nationally," according to DMNews.

20 February 2011

People Changing Who They Trust

Source: eMarketing

Auto Dealers Turning to Internet Marketing


"Duncan Scarry and his business partner Darren Moore formed the Fort Meyers, Fla.-based digital marketing agency Moore & Scarry in 2002. The firm specializes in full-service automotive advertising and has represented more than 300 automobile dealers since its inception. Scarry spoke with eMarketer's Lauren McKay about the shift to digital marketing among automotive dealers."

Taco Bell Turns Lemons into Lemonade with Facebook


ClickZ
notes that "Taco Bell turned a class action lawsuit into a Facebook campaign and helped lift its "likes" by roughly 250,000 during the last week. The quick-serve chain employed a like-gating tactic that's become common among marketers on the social site."

80% of Americans Go Online for Health Info

"Eight in 10 US internet users look online for health information, making it the third most popular online pursuit among all those tracked by the Pew Internet Project, following email (94%) and using a search engine (87%), according to a new study from the Pew Internet Project," notes a posting on MarketingVox. The question remains for students in English 202: What does it have to do with Internet marketing and what does it mean to marketers?

19 February 2011

‘Old Spice Guy’ Back on Top of the Viral Charts

"After almost 200 original videos and millions of collective views, you'd think Old Spice's 'The Man Your Man Could Smell Like' might have overstayed his welcome. Well, think again! Turns out Isaiah Mustafa is still able to ring up the views for Old Spice," reports AdAge.

Stop Quoting this Blog

Some students take what appears on the Business Writing blog and use the material as if I wrote it. I do not write. I quote other sources. Each posting has a link to the site, usually the name of the site in italics. You quote that site, not the blog.

Just How Good Is Social Media for Marketing Anyway?

AdAge's Taddy Hall channels the past to see the present: "George Santayana defined fanaticism as 'redoubling your effort when you've forgotten your aim.' Einstein defined insanity as doing the same thing over and over and expecting different results. Given the steady stream of data detailing the impoverished performance of advertising on Facebook (see recent reports from comScore and Web Trends, among others), the important, unresolved question seems to be whether Facebook advertisers are fanatics or lunatics."

A day later the website's Rebecca Leib wonders if marketer's can use social media effectively: "Quick! Which is the worst social media faux pas? Inviting consumers to follow your company -- via a locked Twitter account; or when a customer posts a negative comment about your business, track his identity and learn where he works. Then, contact his employers with the suggestion he be fired?
New York's Social Media Week featured wall-to-wall sessions on how marketers can do social media right, but nothing can hold a candle to the sheer Schdenfreude of watching the brands and agencies that are doing it wrong. Horribly, horribly wrong."

17 February 2011

Don't Track Me, Don't Track Me--Browsers Comply with FTC and Allowing More Privacy

To track or not to track that no longer is the question. The U.S. Federal Trade Commission ruled last year that it is nobler in the minds of man for Web browsers to develop software that told advertisers when an individual did not want to be tracked. A “flurry of developments...have come to market since...[,but] the way this tech solution ...is being implemented must leave at least some of them in dismay. Simply put, Google [its Chrome browser], Mozilla [Firefox browser] and Microsoft [Internet Explorer] are all taking different approaches...The result is patchwork approach that accomplishes, some say, very little.”


In the Lead Facebook, Followed by MySpace and LinkedIn

MarketingVox reports that a study by comScore showed that “Facebook accounted for 10% of US page views in 2010, while three out of every 10 US internet sessions included a visit to the site. Although MySpace currently maintains its hold on the number two ranking in the social networking category with 50 million visitors in December 2010, its audience declined 27% and total time spent on the site declined 50%. Business-oriented social networking site LinkedIn emerged as the third-largest site in the category with 26.6 million visitors in December 2010.”


"Like" an Advertisement

"R adiumOne has rolled out its own version of a "like" button aimed specifically at display advertising,” reports MarketingVox. Called the 'R1 Like Button,' it lets consumers like or share ads through Facebook, Twitter, email or other social media channels [ video]. The like button is completely separate from Facebook, the company says.”


16 February 2011

AE Launches Yet Another Internet Marketing Program

“American Express is combining Facebook and Apple's iTunes platform in a campaign pitching five free song downloads. ...[C]onsumers must purchase five songs with an American Express card before ..[AE] refunds their accounts.” That's the report from ClickThrough . American Express is pushing the campaign, which ends March 15, with “Facebook.com ads (see image), promoted tweets on Twitter, and banner ads on 'key music sites,' Leslie Berland, Amex spokesperson, told ClickZ. Viewers who click the ads are directed to a Facebook landing page where they can learn about the offer and sign up for a credit card.”


Facebook Advertisers Highjacking Faces--Even You Kisser

ClickThrough recently asked: “Have you been seeing your friends' faces in Facebook ads?” Yeap. It could happen. Facebook launched the program three weeks ago and calls the ads “Sponsored Stories,” which ClickThrough explains on this page. Basically Facebook's software inserts the profile pictures of individuals who 'like' an advertiser into its advertisement. “ Levi's, 1-800-Flowers.com, Amnesty International, DonorsChoose.org, The Nature Conservancy, charity: water, and Malaria No More are among the early brands to leverage the format. Indeed, nonprofits seem to be testing the ad offering in considerable numbers.”




15 February 2011

Another Senate Investigation into Online Privacy

Another legislative body will now have its fingers in the online privacy pie. Senator Al Franken, a Democrat from Minnesota, has been chosen to head up a new Senate privacy subcommittee,” notes ClickZ. “[T]he subcommittee [reportedly] will deal with issues including online behavioral advertising and social networking site privacy. In addition, ...[it] has oversight of commercial data privacy laws and policy enforcement, privacy protection technologies, and standards for collection, storage, and dissemination of personally identifiable commercial information.”


Internet Marketing Goes Academic

A decade ago, business schools saw Internet marketing as a curiosity. Now it has become a part of the discipline. “University of California, Irvine Extension is launching a new online Internet Marketing Certificate Program,” according to MarketingVox . “Courses will focus on viral media, display advertising, e-mail, mobile, and online video marketing. ...[S]tudents must take six required courses and electives...To learn more ...visit here. To register for the Spring ...call 949-824-5414 or visit here.”


14 February 2011

Is J.C. Penny Fudging Search Results?

For months, links to J.C. Penny, the U.S. department store, led search results for items such as dresses, bedding, and other household items—even though scores of websites offer similar products. Why? Read the NYTimes article to discover how searches work, such as the following:
If you own a Web site, for instance, about Chinese cooking, your site’s Google ranking will improve as other sites link to it. The more links to your site, especially those from other Chinese cooking-related sites, the higher your ranking. In a way, what Google is measuring is your site’s popularity by polling the best-informed online fans of Chinese cooking and counting their links to your site as votes of approval.”

Bing's Share of Search Engine Marketing Grows Slightly

Bing is capturing a larger share of search engine marketing, which is far greater than social network marketing. “comScore's monthly rankings show that Microsoft sites were responsible for 13.1 per cent of the explicit core search market, up from 12 per cent in December,” reports ClickThrough. “Google saw its share drop by one per cent over the same period, while Yahoo! grew by 0.1 per cent. Of the almost 17 billion core searches conducted in the US over the month, Microsoft services dealt with 2.2 billion – a 13 per cent rise from the 1.96 billion it handled in December. In total, search powered by Microsoft – including Bing and Yahoo! – made up 25.6 per cent of the market, compared with 68.2 per cent for Google.”

13 February 2011

Impact of Social Media on Product Innovation

To understand how social media affects product innovation, the research company Kalypso talked with more than 90 manufacturing and service companies followed by in-depth interviews of select businesses, notes the company's website. Here's a sample of their results.
Artwork by MediaBuyerPlanner.com
The company's press release noted that while many organizations are familiar with using social media for outbound marketing and communications, the research reportedly indicates that leveraging social media for product innovation is a new concept for most companies (think Rasmussen's two-way communication). The study found the majority of companies interviewed are struggling to find effective ways to use social technologies to enhance product innovation for a variety of reasons - 46 percent reveal they are not sure which approaches are effective and 23 percent say the effort is too time-consuming. As a result, only 33 percent reported that they have a formal strategy in place.

Should you want to read the report, you will find it in the class's Course Materials section on Blackboard. You might find it handy when writing the short and long reports.

VW Force Ad Gets 26 Million Views on YouTube--in Addition to the 111 Million during the Super Bowl

“Movie marketers, take note: You are not major brand advertisers getting ready for a Super Bowl slot,” writes Chris Thilk for AdAge . “Volkswagen's "The Force" Super Bowl spot was available online well before the game last week, along with Super Bowl commercials for Chrysler, HomeAway, Pepsi Max, Go Daddy, Cars.com and others. All those marketers wanted eyeballs, and they got them. The "Force" spot on VW's YouTube channel has racked up more than 26 million views on the web. Some 111 million people had a chance to see it on TV during the Super Bowl itself. Who cares about the audience overlap in some of these views? The spot achieved the kind of reach that most advertisers would commit felonies for.”


12 February 2011

You Gain, You Lose. You Lose, You Gain

After reading the reports on Internet marketing, some students believed that they were sacrificing privacy to seach engines and other websites that gathered information about their surfing habits. Consider the following two points:
  • Whenever an individual gains something, she/he also loses something. For example, the person buys that car he has wanted. He drives down I95, listening to the stereo as loud as he wants, not worried about it breaking down, driving as long as he wishes. He feels free—until he returns to his room. He realizes that he will have to work for three to five years to pay for the car. Geigo, Allstate, or some other insurance company is looking for a high monthly payment. The price of gasoline has jumped to more ethan $3.25. He then feels trapped. The same applies to the services we receive “for free” on the Internet. There always is a sacrifice (notice the definition—why?).
  • Just as the new car owner gained control of where and when he drove, today's Internet users have gained something that few anticipated even five years ago. They gained control over a large percentage of the world's websites. Users such as you are creating the Web's content on Facebook, MySpace, Twitter, YouTube, as well as dozens of other sites. For the first time in the history of humankind, individuals have gained a control of what “the media” is broadcasting. In other words, you---each one of you--are today's publishers and broadcasters (why the to be verb here?).

Ford Starts Its Own Amazing Race

Just prior to the Super Bowl, Ford along with the producers of the Amazing Race launched the Focus Rally. It consists of four teams driving Ford's Focuses across America. Ford will promote with advertising on major TV networks, on a Facebook, and in its own website ( www.focusrally.com). Months prior to the race, Ford created a “sign-up” casting call on Facebook ( http://www.facebook.com/home.php#!/ProfilesTVCasting) to create the yellow, blue, silver, and black teams. Hoping that the promotion will go viral, Ford has dumped a variety of videos, such as this for the black team on YouTube, as well as taking to promoting it on Ford's YouTube Channel.


You might find this a great program to analyze for your long reports. Ford has a lllllllllllllong history of making the most from Internet marketing.


11 February 2011

The Bane of Internet Marketing--Malware

ClickZ reports that “more than 10 billion online ad impressions served up in 2010 carried malware, according to recent research from Online Trust Alliance. The organization, dedicated to establishing best practices for ensuring data privacy and security online, argues that delivery of ads transferring malicious code could be prevented if ad networks and other ad third parties took care to know their business partners.”


Video Increasingly Important to Internet Marketers

“eMarketer estimates that in 2011, 68.2% of US internet users, or 158.1 million people, are watching video content online each month. By 2015, that figure will increase to 76% of internet users, or 195.5 million people,” says the research firm's post. “In the same period, online video advertising spending will surge from $1.97 billion to $5.71 billion. Marketers trying to reach this audience need to use the power of video to engage them.”




10 February 2011

Virgin Says Yes to Twitter

“While discussing the rewards that Twitter and Facebook have delivered to 4-year-old Virgin America, Porter Gale, the airline's top marketer, took to its Twitter stream to validate her point,” reports AdAge. “'Further proof that Virgin America is incredible, it just sent me a $200 credit because my flight was delayed,' one excited traveler had just posted. 'There's a perfect example of using Twitter as a guest-service/customer retention tool,'” Ms. Gale said.”


09 February 2011

Major Trends in Digital Marketing

comScore, Inc.'s The comScore 2010 U.S. Digital Year in Review (click link to download your own copy) provided the following findings:
  • “U.S. e-commerce spending reached $227.6 billion in 2010, up 9 percent versus the previous year. Travel e-commerce spending grew 6 percent to $85.2 billion, while retail (non-travel) e-commerce spending jumped 10 percent to $142.5 billion for the year.
  • “Social networking continued to gain momentum throughout 2010, with 9 out of every 10 U.S. Internet users now visiting a social networking site in a month, and the average Internet user spending more than 4 hours on these sites each month. Nearly 1 out of every 8 minutes online is spent on Facebook.
  • “The U.S. core search market grew 12 percent overall in 2010, driven by a 4-percent increase in unique searchers and an 8-percent increase in the number of search queries per searcher.
  • “U.S. Internet users received a total of 4.9 trillion display ads in 2010 with display ad impressions growing 23 percent in December 2010 versus December 2009. Social networking sites, which now account for more than one-third of all display ad impressions, were a significant driver of growth in the display ad market in 2010.
  • “In December 2010, the average American spent more than 14 hours watching online video, a 12-percent increase from the prior year, and streamed a record 201 videos, an 8-percent increase.
  • “Major milestones in mobile were crossed during the year as smartphones reached 1 in 4 mobile subscribers and 3G penetration crossed the 50 percent threshold. Approximately 47 percent of mobile subscribers are now connected Internet media users (via browsers, applications or downloaded content), up 8 percentage points from the previous year.”

Social Media Users Surrender Data for Value

“Marketers will make data more usable for their businesses while also allaying consumers' privacy concerns, industry experts said February 8 at Social Media Week in New York. However, the ways marketers collect and analyze data is changing rapidly, said panelists at the 'Getting to the Meat of the Tweet: Applying Big Data Analytics to Social Media Data' session,” according to DMNews . “Tony Jebara, cofounder of data indexing service Sense Networks, said his company created a 'lifestyle matrix' to help businesses better target their offers. However, marketers still have to build in incentives to make it worthwhile for consumers to want their services, he added. Jebara said that his company analyzes data, such as foot traffic in a city, in real time to learn about consumers' behavior and preferences. 'People are starting to volunteer their data and opt in because they're seeing the value…a nd I think that's the best way to get the data,' said Jebara.”

Web-based Email Down--Especially among the Young

E-mail is out, social networking is in, and all the advertising in the world can't topple Google, according to the ComScore 2010 U.S. Digital Year in Review,” says a ClickZpost . The report notes a “total Web-based e-mail use was down eight percent last year, led by a walloping 59 percent drop among 12 to 17 year olds. The second biggest drop was among 25 to 34 year olds (18 percent) and third biggest was among 45 to 54 year olds (12 percent). The only age category to increase its use of e-mail in 2010 was 55 to 64 year olds (up 22 percent), which the report attributed to continuing Internet adoption among that age group.”

What does that mean for Internet advertisers? Could the medium be changing again as it did from print and broadcast video to online digital? Are individuals now “living on” the cells and tablets more than computers? Will they continue? If yes to those two questions, then how does that affect advertising decisions?


Online Advertising Benefits Web Surfers, Says Study

“Europeans now spend an average of 24 hours on the internet every month,” starts the IAB (Interactive Advertising Bureau) post. Almost all of the services that they use regularly—from email, instant messaging and maps to social networks...—are free, funded largely by online advertising. A new report commissioned by IAB Europe from McKinsey & Company … shows that advertising triples the value consumers receive from the Internet, by subsidizing such valuable services as email, comparison shopping, news alerts, social networking, and video entertainment,” said Randall Rothenberg, President and CEO, IAB US. “This work contributes to a growing body of research—including the IAB US/Harvard study on ‘The Economic Value of the Advertising-Supported Internet Ecosystem’—which shows conclusively that online advertising is a boon to consumers and citizens worldwide.” Download the full report.


Maybe Eng 202 Will Help with Your Math

“Knowing a language that uses counting words can shape one’s ability to understand large numbers,” according to a post by Lisa Grossman in Wired . “A new study of deaf people who have made up their own hand signals to communicate shows that without number words, it’s hard to keep track of more than three objects at a time. 'Learning language really shapes the way we think,' said cognitive psychologist Elizabet Spaepen of the University of Chicago, lead author of a paper published Feb. 7 in the Proceedings of the National Academy of Sciences. 'It can change the way we conceptualize something as seemingly basic as number.'”


08 February 2011

Facebook Wants to Give Away Your Cell Number

"I n a letter to Facebook CEO Mark Zuckerberg, Congressmen Edward Markey (D-Massachusetts) and Joe Barton (R-Texas) requested information regarding the company’s plans to allow developers to access a user's mobile phone number and address provided the user gives the thumbs up to the developer's application,” reports eWeek . “Facebook originally proposed the idea in January, but agreed to back off temporarily after concerns were raised that rogue developers could abuse this situation.”


Social Media Not as Effective as Search Media

While many commentators have predicted growth in social media marketing in 2011, traditional internet marketing services strategies such as search engine optimisation may be more effective at seeing a return,” according to a ClickThrough post. Research by Foreesee Results “revealed that more people are likely to use search results as a major influence when making a purchase than use a social media recommendation.” Foresee studied “nearly 10,000 visitors to major retailers showed that 13 percent used a search engine as their primary reason for visiting a website, while three percent were directed via a social network.”



07 February 2011

AOL -- The New "Media" Kid on the Block?

Over the weekend, AOL's DailyFinance noted that AOL purchased the online newspaper The Huffington Post. “The new group will have a combined base of 117 million unique visitors a month in the United States and 270 million around the world. Following the close of this transaction, AOL will accelerate its strategy to deliver a scaled and differentiated array of premium news, analysis, and entertainment produced by thousands of writers, editors, reporters, and videographers around the globe. ...“'The acquisition of The Huffington Post will create a next-generation American media company with global reach that combines content, community, and social experiences for consumers,'” said Tim Armstrong, Chairman and CEO of AOL. “'Together, our companies will embrace the digital future and become a digital destination that delivers unmatched experiences for both consumers and advertisers.'”


06 February 2011

German Luxury Car Mfr.'s Pump Up Super Bowl Campaigns with Social Media

Audi shifted its Super Bowl XLV campaign into high gear yesterday, running Promoted Trend and Promoted Tweet ads on Twitter. The German carmaker will hit top social media speed in the final two days leading up to its :60 spot in the big game,” according to ClickZ.

In an earlier report the same website noted: "Mercedes-Benz's seven-week Super Bowl campaign on Twitter is approaching the final lap and tweeting towards the finish line. Dubbed 'Tweet Race,' the effort was designed to create momentum for the German carmaker’s first-ever Super Bowl ad on Feb. 6."

Yahoo Goes after Hyperlocal Markets

Every website and search engine wants to attract advertisers who focus on local markets—meaning just the people in a town or a large or small neighborhood. Experts call it hyperlocal marketing. No site has succeed. Yahoo apparently is trying extra hard, according to MediaBuyerPlanner : “Yahoo has … decided on one thing it can do to release some of those local dollars [from hyperlocal advertisers]: set up a research project that will provide “consumer insights” designed to get retailers to spend their local ad budget with the portal.”


Facebook Giving Away Your Cell Number?

“Last month, Facebook told developers they’d be able to get users’ current address and mobile-phone numbers,” reports MediaBuyerPlanner. “Three days later, Facebook put the feature on hold while it works on a better procedure to make it explicit to users when exactly they’re granting access to their most direct contact information. Now two members of Congress want to know more about these plans.”


05 February 2011

Smartphones Better for Ad Campaigns

“Compared to feature phone users, smartphone users are most impacted by mobile campaigns, according to the December 2010 SMART Report from Millennial Media,” reports MarketingVox. “Smartphone campaigns have 39% effectiveness in this area, about 39% more than the 28% effectiveness of feature phones. In addition, smartphones are 30% more effective than feature phones in the area of unaided awareness (17% compared to 13%), and 25% more effective in purchase intent (15% compared to 12%).” The question: Is it the phone as implied in this posting by MarketingVox or is it the type of individual who uses the smartphone versus the one who uses a feature phone?


04 February 2011

Social Networks: Making More $; Ways to Go--Though

The information about advertising revenue earned by social networks is confusing. One claims they are making more money; another warns that they are not working as effectively as search ads. eMarketer has the key to unlock the quandry: “Social networks are steadily increasing their share of total online ad spending in the US. In 2011, 10.8% of all US online ad spending will go to social networks. Next year, the share of spending going toward social destinations is expected to rise to 12.1%.

Social networks are increasing their revenue from advertising, but advertising on social networks fails to produce results advertisers get with search ads. See the iAd posting from today, as an example.

iAds Better Than TV Ads? Find Out!

The first iAds started appearing on iPhones and iPods seven months ago. To find out how effective the early advertising campaigns, Apple along with one of its major advertisers, Campbell's, funded a study. According to AdAge, “Those exposed to one of Campbell's iAds were more than twice as likely to recall it than those who had seen a TV ad.”


03 February 2011

Facebook Ads: Twice as Much, Half as Good

While Facebook ads cost more than traditional banner ads, they only perform half as well, according to a survey [ PDF] by Webtrends ( via Mashable),” reports MarketingVox . “The study looked at 11,000 campaigns on Facebook to establish benchmarks for companies looking to advertise there. Webtrends found that the average click-through rate for Facebook ads in 2009 was 0.063% and 0.051% in 2010 - half as much as industry standard of .1%, Mashable points out. The cost per click was also $0.27 and $0.49 for those periods, respectively.”


Viral Videos for January

Top 10 Most-shared Online Videos January 2011, according to a post on MarketingVox:

1. DC Shoes - Ken Block’s Gymkhana Three, Part 2 – Ultimate Playground, L’Autodrome

2. Evian – Roller Babies

3. Icon Films - Motorcycle vs. Car Drift Battle

4. Danny MacAskill – Way Back Home

5. Tance Urban - The Most Amazing Beat Box Video Ever

6. Heineken – The Entrance

7. McDonald’s - BF&GF TVC

8. DC Shoes – Ken Block’s Gymkhana Two, The Infomercial

9. Lego - The Brick Thief

10. T-Mobile – Welcome Back

What does this mean? Every time an individual forwards a link, mentions a link on his/her Facebook page, or tweats the link, the advertiser gets free advertising.




02 February 2011

Tips and Instructions for the Feb. 4 Assignment

Thanks to the weather we are running behind. You still need to do the writing assignment, which you should submit by email on Feb. 4 by 11:59 pm. (Remember you lose a letter grade for every “day” you submit it late.)

First step: Relax. Every student who submits the assignment as specified here will receive an “A” regardless of what errors I find in the paper's presentation. The assignment has two goals: to demonstrate your writing skill and to give you an opportunity to see how I comment.

Minimum Requirements for an A

  • Copy and paste your report into your email window. Do not send attachments.

  • Your email and the report should appear in the format that I covered in class. Have you forgotten? Click this link, read, and follow the directions.

  • You need to have in-text citations and a works cited page (bibliography) at the end of the email. You will use MLA style. For assistance, you can click this link or you can refer to the works cited page for the “Internet Marketing” essay.

  • You must cite both articles, “ Search Engines” and “Internet Marketing.” (The class blog is not a source. If you want to use ideas from the blog, click the link in the post to the original article, which you can use as a source.)

  • Your report should run at least 750 words. Word counts in this class indicate a minimum—not a maximum. The word count also does not include “words” on the works cited page.

  • Do not use first or second person for reasons that I will explain in class: I, we, me, my, mine, our, ours, you, your, and yours.

Avoid Defining and These Words

You should begin the semester attempting not to define. To repeat yesterday's lecture: Defining is using a “to be verb” (TBV) as the only verb in a sentence. TBV's include am, is, are, was, were, has/had/have been, will/could/should/would have been . How do you avoid it? You cannot. You usually must rewrite the entire sentence. You can use a to-be verb with an “ing” word, such as saying, writing, repeating, beginning.

You also should delete the following words from your writing: important, very, really, interesting, lot, lots, “going to” instead of will for future tense. Some students ask, “But what if it is important?” Then explain the importance with details and facts. Saying something is important merely defines a point with an opinion—which strangers (readers) rarely find convincing.

Do not use expressions such as I think, I believe, I feel . You are hedging. Of course, you think, believe, or feel. You wrote it so the reader already knows that you thought it, believed it, or felt it. You never state the obvious to a reader—unless you want to insult him/her. Not convinced? Tell me which sentence sounds more assured: 1. I believe in God. 2. God exists. The first affirms a personal belief; the second states a fact (albeit one of faith).

Finally, do not use contractions, such as isn't, aren't, won't, and hasn't.

You can check this link for a simpler explanation.

What Do I Expect?

In terms of content, I expect you to do the following:

  • To read the two assigned readings, “Search Engines” and “Internet Marketing,” and

  • To create your own theme, idea, or thesis by merging the ideas that you read with your own thinking, creating an “original” idea, a compelling reason why an individual should read your work. I mean original for you and the material you have read—not universally original. This link to the blog may help if you are having trouble.

I do not expect you to do additional research. I am not teaching you how to research. You should focus on how you present your ideas to a reader in a convincing manner. I expect you to struggle in your quest for that manner.

Should you want to do more research, fine. Save time and start with the blog. You will see Label lines at the end of each post. Find one that reads: Internet marketing overview. Read the postings. If one supports your idea, then click the link and read the article. If you use it, cite the article – not the blog.


Google Makes "Cloud" Computing Easier and Cheaper--but Why?

"Last year, Google began allowing users to upload docs of any file format up to 250 MB in size to Google Docs, turning the service from simply an online word processor into a cloud storage service," goes the NYTimes. "Today, the company has unveiled a number of user interface changes for Google Docs that continues the move toward becoming the mythical 'Gdrive' - a cloud-based file storage service."

In other words, an individual with a Google account can store text files on Google Docs, which some people have called Gdrive. The significance? I have stored files on my Gdrive. I can go anywhere in the world--without my computer--and access the files. I can also share them with other individuals, a free service that becomes increasingly valuable with the spread of e-reader apps for smart phones and tablets.

Egyptians Topple Gov't. with New Social Network Service

“'And the number is growing,' he said, raising his voice to be heard on the recording.” That's the start of a NYTimes post about how Egyptians are using a new social media service to take down a 30-year-old dictactorship. “Egyptian voices are trickling out through a new service that evades attempts by the authorities ...There is still some cellphone service, so a new social-media link that marries Google, Twitter and SayNow, a voice-based social media platform, gives Egyptians three phone numbers to call and leave a message, which is then posted on the Internet as a recorded Twitter message” that people listen to on phone or read at twitter.com/speak2tweet.



01 February 2011

Google's Online Marketing Services Unfair? Someone Says Yes!

Foundem has criticized Google's recent changes to its online marketing services strategy that has seen results from other vertical search engines and price comparison sites further downgraded,” says a post from ClickThrough-Marketing. While Google has said its efforts are about reducing the amount of spam generated by copied content, Foundem is concerned that it will further disadvantage rivals, PC Pro reports.”

Meanwhile the NYTimes reports that "Google has weathered criticism in the past that it has copied some features of Microsoft’s Bing search engine, like background images. Now it has turned the tables, alleging that Bing copies something much more important: search results."

Audi and Others Extend Impact of Super Bowl Ads with Social Media

“When Audi's ad debuts Feb. 6 during Super Bowl XLV in the first break in the game, it will contain a hashtag so viewers can follow conversations about the ad on Twitter,” according to an AdAge post. “Will a majority of viewers have a clue what the symbol means? Probably not. But its mere presence is a sign that Super Bowl advertisers are tapping social media to extend their buy like never before. In Audi's case, the TV spot is the starting point and Twitter is the vehicle for extending the experience beyond the first pod of the game. ...”

Are More People Opting Out of Behaviorial Statistics?

Is the future of online advertising one of incredibly targeted advertising based on your interests, online activities and Facebook 'likes,' or is it one dictated by robust privacy controls that keep those details out of the hands of marketers? Increasingly, it seems to depend on who you ask,” goes the CNNreport . “In the past week, both Google and Mozilla (the organization that makes the Firefox browser) have introduced ways to opt out of so-called behavioral advertising -- industry speak for ads that target users through the use of cookies that can track your internet browsing and shopping history, among other activities.”



Income for Average Social Network User Up

“The average revenue per user of social networks should reach $4 this year. Social network advertising average revenue per user will approach $3.50, according to a new white paper from Deloitte. These figures are an improvement from estimates of more than $3.50 total average revenue per user and $3 advertising average revenue per user for 2010,” says MarketingVox. For the past five years, most social networks were attracting young individuals who did not make buying decisions for the household. The rise of revenue indicates social networking now pull in household buyers, the individuals many adveretisers want to reach.