Archive for July, 2006

Social Web Apps–free

By July 31, 2006

Ning is the new free and easy way for you to create your own Social Web Apps. Why not start by cloning one of these Apps?

Ning is the new free and easy way for you to create your own Social Web Apps. Why not start by cloning one of these Apps?

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Hitwise Launches New Competitive Conversions Reports

By July 31, 2006

Hitwise has announced the launch of Hitwise Conversions. Hitwise Conversions is a new custom reporting capability that provides clients with insight into how online users navigate within specific sections of competitive websites. Hitwise Conversions can be customized to meet the needs of marketers, reporting on a range of data points such as promotional pages, shopping […]

Hitwise has announced the launch of Hitwise Conversions. Hitwise Conversions is a new custom reporting capability that provides clients with insight into how online users navigate within specific sections of competitive websites.

Hitwise Conversions can be customized to meet the needs of marketers, reporting on a range of data points such as promotional pages, shopping cart activity, registration page completion, loan application submissions, auction bids and user interaction within a specific channel of a site. This flexibility allows clients to understand consumer preferences and purchase behavior on competitive websites.

According to Stuart Parish, Marketing Manager for Travelocity UK, “Hitwise Conversions provides an added layer of insight which allows us to determine how we compete against key competitors in specific product areas. Hitwise Conversions is an important input for us to understand how certain product searches convert for our competitors’ websites.”

In addition, Hitwise Conversions will enable marketers to gauge the success of various traffic generation strategies, by reporting on which specific search terms, demographic profiles and traffic from upstream websites have led to the highest conversion rates on a competitor’s website.

“Hitwise Conversions offers our clients a deeper view into competitive online marketing activities. This new capability has already benefited our clients as they monitor competitor promotions, product offerings and customer engagement strategies,” said Chris Maher, EVP of Global Sales of Hitwise. “We can identify the key traffic drivers to a website that lead to conversions, including search terms. For example, we can identify a keyword that leads to a hotel or flight booking online to a travel site. Hitwise Conversions brings a whole new level of informed online marketing strategy to clients.”

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IMPORTANT READ: What business are you in? It’s not advertising!

By July 28, 2006

Companies are moving beyond mass, media-centric solutions, and agencies need to catch upTime after time, surveys of the marketing community show that what companies want most from their agencies is deep understanding of their businesses and proactive ideas to build their brands. Yet agencies are set up to do something else: produce and distribute advertising. […]

Companies are moving beyond mass, media-centric solutions, and agencies need to catch up

Time after time, surveys of the marketing community show that what companies want most from their agencies is deep understanding of their businesses and proactive ideas to build their brands. Yet agencies are set up to do something else: produce and distribute advertising. So agencies have no time to study their clients’ business. No process for developing business-building ideas. No structure for implementing business-building ideas. And no system for getting paid for them. Ultimately, agencies have lost sight of the real value they provide to their marketers. They need to redefine what business they’re in (because the answer isn’t “advertising”). The mission of the advertising agency can no longer be to create mass, media-centric solutions for marketers who are increasingly dependent on other factors for brand success. This plays out in a number of ways: (PLEASE READ THE ENTIRE ARTICLE)

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Search Marketing and Display Ads: Good Alone, Better Together

By July 28, 2006

Using both sponsored search ads and display advertising produces a better conversion rate than using either channel by itself, according to a new study from digital marketing firm Atlas, a subsidiary of aQuantive. . .. . .Atlas found that on average, users who clicked on a search ad without seeing a display ad converted more […]

Using both sponsored search ads and display advertising produces a better conversion rate than using either channel by itself, according to a new study from digital marketing firm Atlas, a subsidiary of aQuantive. . .
. . .Atlas found that on average, users who clicked on a search ad without seeing a display ad converted more than three times as often as those who saw a display ad but didn’t click on a PPC ad. But the group that was exposed to both display and search advertising converted at a rate four times higher than the display-only group and 22% higher than those who saw search ads alone.
“The synergistic effect has been theorized for a long time, but it’s never been quantified,” Strong said. “This research tells us that it definitely exists.” full story

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Cleaning out the trash

By July 28, 2006

Just another reminder on the importance of keeping you content up-to-date. Sometimes it makes sense to keep certain items, sometimes it doesn’t. Still only $10

Just another reminder on the importance of keeping you content up-to-date. Sometimes it makes sense to keep certain items, sometimes it doesn’t.

Still only $10

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Unilever Strikes Ad Deal with MySpace User

By July 28, 2006

It’s the 2006 version of how to make friends and influence people. Christine Dolce, a Southern California cosmetician, has become a sensation on MySpace. She has over 900,000 friends who link to her MySpace page, which has become a second source of revenue for her. Dolce, who goes by the name ForBiddeN, looks like your […]

It’s the 2006 version of how to make friends and influence people. Christine Dolce, a Southern California cosmetician, has become a sensation on MySpace. She has over 900,000 friends who link to her MySpace page, which has become a second source of revenue for her. Dolce, who goes by the name ForBiddeN, looks like your quintessential bleached blonde dominatrix. She’s sexy, smart, and ruthless–and loaded with marketing savvy. She makes and sells her own jeans, which she promotes on the site, and has secured a few ad dollars. Unilever, the consumer-goods giant, hooked up with Dolce to promote Axe, the deodorant it markets to 18- to-24-year-old males. As part of the agreement, Dolce is hosting an interactive dating advergame, called Gamekillers. So far, some 75,000 MySpace users have signed up. MySpace’s biggest challenge has been making money on its incredible usage; brand advertisers have to devise creative ways to reach audiences on the social network. Unilever’s deal could represent the future of marketing on the News Corp. site. – Read the whole story…

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Proof of Concept: Tag Cloud Explorer

By July 27, 2006

While driving home this evening I began thinking about ways to take the keywords used on the Conservation site to create a Tag Cloud. I decided it wouldn’t really be that hard at all. When I got home, I started working on it and within an hour or so I have a basic cloud. Then […]

While driving home this evening I began thinking about ways to take the keywords used on the Conservation site to create a Tag Cloud. I decided it wouldn’t really be that hard at all. When I got home, I started working on it and within an hour or so I have a basic cloud. Then I took is a step further and created a Tag Cloud Explorer. The example can be view at http://conservation.luckie.net/lab/cloud.cfm. Tomorrow I may move it to the production server where it should have access to a larger number of keywords.

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Buzz Tracking

By July 27, 2006

With some of our recent business efforts, we have talked a good bit about the new field of “buzz tracking”. While exploring the Technorati site, I came across a tool that falls right in line with that service. They have a tool that charts the number of mentions of a term on in the blogosphere […]

BellSouth Buzz
With some of our recent business efforts, we have talked a good bit about the new field of “buzz tracking”. While exploring the Technorati site, I came across a tool that falls right in line with that service. They have a tool that charts the number of mentions of a term on in the blogosphere by date.

Attached is an image for BellSouth’s “Buzz.” Note the spikes which most likely correspond to announcements related to the merger. Even more information can be found on the results page. http://technorati.com/search/BellSouth

This leads me to another idea… What about correlating a companies’ “buzz” with its stock price and using the information to assist with investing? Now if I could just display all the information in a giant cloud. Hum…

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Technorati

By July 27, 2006

http://www.technorati.com/ While it’s not a search engine that I use regularly, it has turned up on my radar 2-3 times this week. Most recently, I was researching the idea of a tag based search engine and there is was. Turns out that they are already doing this, and their “Related tags for ” feature is […]

http://www.technorati.com/

While it’s not a search engine that I use regularly, it has turned up on my radar 2-3 times this week. Most recently, I was researching the idea of a tag based search engine and there is was. Turns out that they are already doing this, and their “Related tags for ” feature is along the same lines (although still not represented in cloud format) as the Tag Cloud Explorer I was talking about earlier.

This may very well be an up-and-coming searching engine that we should keep our eyes on.

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Tag Cloud Explorer

By July 27, 2006

In the recent online and offline discussions of tagging and Tag Clouds, I have found myself thinking about different ways to represent and explore data. My most recent idea is the concept of a Tag Cloud Explorer. The basic idea is that for any one given tag, you would search all the other tags and […]

In the recent online and offline discussions of tagging and Tag Clouds, I have found myself thinking about different ways to represent and explore data. My most recent idea is the concept of a Tag Cloud Explorer. The basic idea is that for any one given tag, you would search all the other tags and find the X number that are most often used in conjunction with that tag. The new set of tags would be organized in a cloud as well (with more popular tags, regardless of their proximity to the original tag, in larger fonts).

The big idea is allowing people to see the way others use terms and give them the chance to refine and/or expand their ideas before doing a search. Open their mind to other possibilities related to their initial idea. And by using tags, you are tapping into the group consciousness regarding information organization. Instead of guessing how others have organized something, you could visually represent it.

While the results pages aren’t exactly structured as a Cloud, Matt pointed out that flickr had a similar concept in their clusters (see: http://www.flickr.com/photos/tags/house/clusters/).

Matt and I also discussed the idea of a search engine that is either tag based or at least tag aware. I am confident that the major search engines are working on tweaking their spiders to be tag aware and adjusting their algorithms to factor in tag popularity in their rankings, which means as SEO service providers, we need to be on top of it as well.

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