Articles in the Digital Marketing News Category

The digital marketing landscape changes at a breakneck pace. From innovations that bring new ways to target users to new marketing methods and mediums, it’s important for marketers to stay up to date on the latest digital marketing news. Learn about the changes that effect your current online marketing efforts, and the new methods and tools you should be incorporating into your digital marketing strategy.

February 15 2007

Choosing Keywords – Quality vs. Quantity

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When I start new campaigns for clients and perform the keyword analysis for a specific web site, I often get the common question: How many keywords should I use? Selecting a large quantity of keywords may result in more impressions, but if the keywords don’t accurately describe what the company offers, they may be doing more harm than good. One example would be a consulting firm that helps businesses to improve their performance. The word “improve business performance” appears on the site many times and is very relevant to what the firm offers. This keyword may get a lot of clicks but the question is whether searchers are really looking to improve their business performance with a firm. It’s possible that they may be looking to read about it or benchmark for their business, or they could be looking for free ideas and articles; not necessarily willing to pay a firm to help them. As an advertiser, put yourself in the place of the person that needs your service. What would you type in a search engine in order to find a business consulting firm?

You’d probably type “business consulting firms” or even “business consultant”. In order to build a successful campaign, think about keywords that will generate leads and convert to sales. Ultimately, you should consider the goals of your site. If your website is e-commerce driven, choosing a large quantity of keywords may increase impressions but doesn’t necessarily equate to generating conversions. Therefore the focus should be on quality keywords. If however, the purpose of your website is to provide information, then the more impressions the better.

February 14 2007

Making Way for the Talkies: Can Google Hit a High Note with Radio Advertising?

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Typically when we speak of media and technology we talk about new kinds of media replacing older ones. Like electronic downloads are replacing CDs, which replaced cassette tapes, which replaced 8-tracks. So do we think the Internet will replace traditional print, television, and audio media or at least transform them until they are each a subsidiary of the larger Online world? Given the recent behavior of some of the major Internet players, however, that predictable forward motion of media transformation may not be steadfast any longer; Internet companies are increasingly vying for in-roads to traditional media outlets.

Through acquisitions and independent initiatives, Google continues to expand into more traditional media advertising outlets beyond the Internet. According to a recent New York Times article, however, the company is facing radio industry resistance over its Google Audio endeavors. After investing over $1 billion in dMarc and its automated radio-advertising software in 2006, Google is still, a year later, struggling to procure premium ad space inventory. This struggle has been further compounded by the recent departure of dMarc’s two founders.

Unlike its forays into print advertising, Google’s radio advertising program, as of yet, has not included a partnership or licensing deal with a media outlet large enough to widen its advertising scope beyond remnant time slots. Without access to premium air time or being able to offer advertisers the ability to select and target specific stations and listener demographics, Google Audio is lagging behind the company’s print advertising efforts. That could change for the better, however, if negotiations with CBS, or a similarly influential partner, pan out.

While industry analysts point to the stiff competition of automated radio advertising, it’s clear that Google’s media presence and brand equity set it apart as a formidable competitor in the radio advertising industry and it’s only a matter of time before it secures a foothold in this new (old) medium.

February 13 2007

The Times They Are A Changin’- And So Is Online Search..

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A significant change within search is about and we are carefully and patiently awaiting its results and how it’s going to affect search engine marketing. Google’s latest implementation- personalized search -is changing the game as we know it today. While Google continues to achieve its goal of delivering the most relevant search results to its users, many factors play a role in its change and success.

We’ve already seen the engines take action with more relevant searches in its sponsored search results by scoring advertisers landing pages for their ads. Google began this technique of implementing what is called, “Quality Score”, which has now been implemented by Yahoo as well for better relevancy to the searcher. The quality score is determined by your click through rate, keyword, & relevance of your ad to the landing page.

This new change with personalized search will affect organic results which could mean new algorithm changes for SEO experts to figure out how to optimize for. Although this may sound like search heaven has arrived for users, let’s consider and question some of the following area’s that might come in conflict with the engines and its users.

1- Search Is Temporary. Sometimes, and maybe most of the time, we search for some things we just want to find just for the time being. This doesn’t mean we are interested in what we’re looking for; maybe we just want a quick answer to a quick question. As the engine records some of this search history to provide you with better future results, irrelevant or un-interesting results can come into play.

2- User Behavior. How many times have you performed a search on your parents, friends, or school’s computer? Again, we come into the problem of irrelevant results to the main person’s search. Whether you are on your friends PC, or they are on yours, are the search results going to be relevant to what you are looking for?

How does Google track your search history? Being logged in your Google account or creating a user profile will begin tracking your search history.

With anything that is in its starting stages, it will have its problems and setbacks, but without a doubt, is the right idea for what the future in search has to offer. Not too long ago, Social Bookmarking made its big hit with users as well as online marketers. Choose news stories you like and think other people will find interesting and post them on a site. Personalized search? I think so.

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