Alternative marketing thinking


Archive for the category “Search”

The Genius of

I have been watching the travails of a mum trying to buy her son a Beyblade stadium on her Facebook Page. After perhaps visiting at every possible brick & mortar store in town, she descended on eBay and triumphantly declared that she had found the item. Not too soon though. A few weeks later another post informed us that eBay had returned her money because they ran out of stock. Aggarhh!

Having a young son myself, I have been making discrete enquiries of the said item. I browsed through eBay, found the stuff and left it for another day. Yesterday, after eBay returned the money, I searched the web and found some stocks available on Amazon.

Once again, I did not buy the item. Browsed around and left. I have done this tonnes of times on many online sites including Amazon. But yesterday was different. A few hours later, there was this email in my inbox from Amazon. With a full listing of all the available Beyblades and accessories. With a pointer to more.

Now we are all aware of search marketing and contextual advertising. I think this is the next level. Dynamic content delivered discretely into inboxes the moment a marketer discovers that someone is looking. Once again this is not new. There are enough services that track clicks and nurture leads. Just that I had never received such an accurate and timely eMail from anyone like this. And I have been logged into Amazon like forever.

It somehow felt new. A lot more intuitive and personal. Perhaps a lot of us have experienced it better. Yesterday I did.

And I may just buy the Beyblade stadium my son’s been dreaming about.


Hecklers in the stands

The joke is on someone else. Every status update. Every check in is an open invitation to show the world how smart you are. A gentle rib. Mild sarcasm. A joke whose ripples reverberate across the social sphere. You enjoy the digs and so do some of your friends. LOLs often, rarely ROTFL…

You soon forget the remark you made and move on.

The web doesn’t.

As it builds up its collective semantic intelligence, your digital diatribes are being tracked and silently backed up in a giant database of actions.

Now comes the interesting part.

You are out in the market looking for a job your prospective employer looks you up online. The new-age profiling database, it’s no Vault of third-part comments, it’s trolled through your handiwork. Your tweets, facebook updates, comments and such. And it throws up your online personality. You are extremely social, highly connected, your Klout ratings are impressive. But hey what’s with your personality types? The No Asshole Rule search engine has tipped your scales into the red.

You are no Edward Boches. Not as mature.

You have built your reputation for rudeness and negativity and have been found out in chunks of 140 character posts.

Search engine optimization is not going to help you hide.

Advertisers Derail Google Yahoo Deal

From the very beginning it was clear that Yahoo and Google expected resistance when they announced their search-advertising arrangement June 12 — they just underestimated how much pushback they’d get from advertisers. And that proved to be the deal’s fatal flaw. Read more from an Adage account…

Getting Search Engine Ready

Forrester Marketing blog has an important post on Search Engine Optimisation (SEO), and why it is imperative that every company invest some money and a lot of time ensuring their websites are SEO optimised. There are two key recommendations on the post: (1) it is best to optimise your site, before you invest in paid search. (2) It takes a few months to get your site optimized and start seeing results. So get your SEO started, buy some paid search ads to drive immediate traffic and test keywords, and in 6 months or so, you should have enough data and experience to have some pretty good integrated SEO/SEM (Search Engine Marketing) programs running together. Getting down to the optimising process itself, these are the things Forrester asks you to consider. Eliminate barriers to your content – search engines cannot index what they cannot access . This means that content behind firewalls, in graphics, in flash animations all hamper optimisation. Increase and organise your site content – the single most important thing you can do to improve your page rank is to increase the amount of keyword-related content on your site. Use Tags. Increase the volume and quality of your inbound links. Build off your old site – site age proves “credibility” to Search Engine Crawlers. Update your site regularly -search engines will crawl sites with changing content more regularly to make sure they are aware of the updates. Simple things like adding press releases to your site is one way to regularly update your site content. Also of interest a couple of articles on SEO here and here.

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