Archive for the ‘General Marketing’ Category
We were lucky enough to interview one of the worlds most respected analytics experts, Avinash Kaushik, fairly recently for our Internet Marketing Podcast. We were really pleased with how it went, we had some great feedback from our listeners, and Avinash enjoyed it so much he included it in a free CD that’s being bundled with his next book! Yet another reason to order it!
His next book Analytics 2.0 is a follow-up to the analytics bible that is Web Analytics: An Hour a Day. You can read all about the book over on it’s microsite, but as far as I know it’s the first published book on web analytics that really deals with the thorny issues of how to measure social media.
If you can’t wait for the book to be available on amazon you should have a look at Avinash’s blog or have a read of these posts on the difficulty of measuring social media.
When will the recession end? That’s the billion dollar question at the moment. We don’t have an answer for that I’m afraid, but we do have some advice that will ensure that when things do improve, you’ll be in a better position than before the world went mad.
Even if we don’t know quite when, we know that at some point the economic downturn will upturn and things will start to get better. When it happens it may well happen quickly in your industry, and for the companies best placed to capitalise on the return to consumer (and B2B) spending, it could be the next gold rush.
The media has been full of news about our European neighbours pulling out of the recession with a positive quarter of growth. It’s great news for the world, even if Britain’s lagging a little while behind.
Although lots have people have advocated investing in marketing during the downturn it’s not always that easy when your budget is being sliced. But if we are indeed heading out of the recession, when’s the best time to put the pedal back on the accelerator?
You’d be hard-pressed to have missed Paramount’s new ‘Monsters versus Aliens’ movie advert. It contains a suggested search keyword instead of a website address, advising viewers to “search for mva” to find more information on the new film about a girl who is hit by a meteorite, turns into a big monster, gets captured by the government and acquainted with a gang of monsters, and inevitably ends up saving the world from aliens.
Anyway, as Adam on One Idea pointed out, upon searching Google for ‘mva’, the film’s website is completely absent from the top natural search results. There is a pay-per-click ad at the top of the search results, with a messy url and ‘mva’ in the link text. Read on
As Google are keen to attract greater spend on their PPC network Adwords, they have over the years introduced a number of free tools to help advertisers greater understand the return on investment they are getting from their PPC spend. They hope with these tools they can gain a greater share of companies multi-channel advertising budgets.
The most commonly used of these tools is Google Analytics which monitors the traffic your website receives however a more recent introduction is Google Website Optimizer which in simple terms allows you to test different website designs or copy variations and monitor which perform the best.
This functionality is hugely powerful as many judgements made about web design are purely aesthetic and can unwittingly have a huge impact on the performance of a site.
I don’t like getting the tube in London, being a born and bred Brightonian I find it confusing. The one upside however is tube advertising is in my opinion some of the most innovative in the world. This Orange ad caught my attention this week for its attempted use of offline/ search marketing integration.
photo credit: markhillary
Anyway, waiting at embankment I came across the latest Orange brand campaign 30 foot wide in front of me. I’d seen the TV ad and already though this was a pretty stupid campaign. The premise is Orange are somehow sponsoring a chap called Mark Beaumont who is apparently cycling around the world. (It actually turns out he’s lied- he’s cycling around different parts of the world in 7 stages and I presume getting planes between continents, also he’s taken over 6 months to do it so I presume he’s stopped for food and sleep which for me defeats the point entirely!!!)
The last couple of days the SEO blogosphere has gone a bit Blogrush crazy, while some people seem to be getting real results from the blog widget, which promises you traffic if you share traffic, others have decried it as a obvious Pyramid scheme.
Now that gives me an idea – via flickr
I disagree with both; it’s actually a Ponzi scheme, which while quite similar is actually a bit different.
After the recent Brighton SEO meet up arranged by the guys and LondonSEO.org, I was really impressed by the number of people that turned up. What was more surprising was the sheer number of different agencies and firms that everyone came from, some of whom I’d never even heard of before.
Working late at the office love – via flickr
While we’ve always had some friendly competition with a few local [tag]Brighton SEO[/tag] firms; I came away from that evening with even more blogs to read and email newsletters to sign up to in order to get my fix of competitive nosey-ness.
I’ve had a bit of a look around and some of the other cities in the UK since and a few have clutches of Search marketing firms, but few can compete with [tag]Brighton[/tag] for the title of [tag]Search Engine Marketing Capital of the UK[/tag].
But why is it such a hot bed for search?
Recently there’s been a boom in free online classified advertising sector, it’s been estimated that Craigslist is the world most popular job website and even smaller competitors like Gumtree & Kijiji (both owned by eBay) have plenty of reach.
Craigslist HQ, pretty homely – via flickr
However despite these websites huge audience; [tag]online marketers seem[/tag] to be ignoring the huge potential these sites offer to promote their business. The links from these sites carry no weight in the eyes of Google. But despite having no real search engine marketing value, they can still have an important part to play in balanced [tag]online marketing strategy[/tag].
In Steve Covey style I thought I’d write a post on the “7 habits of highly effective SEOs.”
1 – Big picture thinking
By ‘Big Picture Thinking’ I mean having the ability to understand the wider role that [tag]Search Engine Marketing[/tag] has to play in helping a business achieve its goals and objectives.
2 – Goal focused
Leading on nicely from habit 1, we move onto the second habit of being goal oriented as opposed to ranking focused. Again a Search Engine Optimiser’s job involves a whole lot more than achieving rankings. Would you expect a direct mail expert to just produce a mailing piece? Of course not, you’d expect them to help you achieve some pre-defined marketing goal. Why should Search be any different?