Browsing "internet advertising"
When Fresh first came to Winnipeg, to say there was some resistance to the notion of online marketing and branding would be putting it mildly. Responses to the idea that business and the world were going online and digital ranged from the “convince me first” crowd to the flat out “not happening I don’t need it” group. It seemed that the larger the company we approached, the more resistance was met. The majority of our clients a few years ago weren’t even in Canada, let alone Winnipeg.
Johann Wolfgang von Goethe said, “There is nothing worse than aggressive stupidity.” But nobody ever thinks they’re stupid, right? You certainly can’t come right out and say as much to them. So, how can we identify and combat stupidity? Aggressive stupidity goes by another name at many organizations these days … management.
That’s not meant to be a kick in the teeth to all business owners, but if the door to real innovation, to real growth as a company is perpetually closed, then if the shoe fits. It’s rather difficult to hold a straight face when the manager of a company can tell you in a meeting they can’t afford to market or update their website, when they’ve said in the same meeting they’re spending upwards of $3000 on a single advertisement in a newspaper. Or on a block of mid-day radio spots, or a 20 second television commercial which only comes on after midnight. Marketing and advertising priorities need to change, Winnipeg business owners need to get with the times.
In the end, though, whether or not you’re successful boils down to how hard you work.. and a little bit of luck. But Thomas Jefferson had it absolutely correct when he said, “I’m a great believer in luck, and I find the harder I work, the more I have of it.”
Although it’s somewhat old news by now, what do you get when you combine one of the worlds largest retailers, with a social media and mobile commerce company? You end up with a product known as @Walmartlabs, who just recently purchased another company called OneRiot. OneRiot is a company devoted to targeted mobile advertising which can go so far as targeting specific locations, handsets and demographics.
So in Wal-Mart’s bag of tricks, we now have a mess of social media advertising in OneRiot and a social media, mobile ecommerce backbone in the foundation of @Walmartlabs when they purchased Kosmix. As a business and website owner you may be thinking it’s not such a big deal, but if you did I’d tell you that you were thinking too small and short sighted. Coming up in the US, rather quickly I might add, is Black Friday and since 2005 it has been the busiest shopping day in the entire country.
With social networking already at the most popular activity on the web, and with the rapidly climbing number of mobile devices being used in social networking, it looks like Wal-Mart is taking steps to harness the lucrative shopping season quickly approaching. Take note all business owners who rely on ecommerce to power up your sales, if your site is not mobile friendly you’ll be sorely missing out. If your site is not able to widely broadcast flash sales for example to your social network, you’ll be missing out on a huge sales potential in the coming Christmas season. It’s never too late to invest in your social/mobile future, take that first step and we’ll get you on your way.
So in the world of search there’s a handful of true search engines, those little boxes of which you type in your current question or conundrum and off you go into the wild internet. We have Bing, which holds onto somewhere around 27% or so of the search market, Google who holds onto the lions share of search at just over 65%, and all those little crumbs in the bottom are search engines like Ask.com etc.
It’s not difficult to find press about how Bing is making massive inroads into Googles share of search, or how last year Bing grew by over 90%.. blah blah blah. When you boil the numbers all the way down however, all you’re really left with is Google and Bing, and the only way Bing is going to make positive growth in search is to take it from Google. So using misleading titles to the tune of Bing overtaking Google, or Bing Grows 90% over the year are nearly wholely misleading. Even with all of this “incredible growth”, with all of the addins and marketing strategies Microsoft throws at Bing they’re left with a fairly large problem. Despite owning more than 25% of the worlds search volume, Bing doesn’t make any money for Microsoft.
That may not seem like it makes any sense, but look at it from a different perspective, try and see it from the advertising angle of things. The sole product sold by search engines are the advertisements that appear on search pages, which are sold not for a set amount, but based on how many times customers click on an ad tied to the search phrase that brought the user to the page. And since Google has such a huge search market share, they’re rolling in cash right from the start because of their cost per click for their adword programs. Now the one biggest reason Bing doesn’t make money, isn’t because they have a smaller search share than Google alone, as it turns out, the cost per click tied to their advertising model is as much as 1/5 the cost of Googles cost. As bad as that may sound as a revenue model, it actually gets a little worse for the Bing machine. Less CPC looks great on the surface, but as an advertiser it brings up the issue of what is driving that low cost. Bing has less traffic than Google at the outset, the CPC to serve the same ad on Bing is cheaper than Google and in the end it translates into less ad impressions on the Microsoft search engine.
So the question in the end really, is there ever really going to be a solid competitor to the Google machine? If a multi-billion dollar a year company can’t even step into the same arena as the giant and succeed, who truly can? I say bring them all on, competition is what made the web what it is today, more will only make it better.
What is a domain name worth? well the average price of a .COM domain name is $2,595, according to a study released last week that analyzed 10,608 domain sales during the first quarter of 2011.
Buy your Domain Today
This could be pretty useful information for digital marketers out there to work into their budgets, but more importantly, they should look at the overall value that a domain provides because the return on investment can be fairly substantial.
Domain names are a pretty basic tool in the digital marketer’s arsenal and should be a main component of any campaign, brand management strategy, product marketing strategy, or even an SEO strategy. However, their importance is often overlooked and can sometimes be cast aside due to the sticker shock of how much the right name costs.
Domains have been sold for $13 and for $13 million, but if you consider the average price, it’s a reasonable investment in the grand scheme of a marketing budget. To put it in a brick-and-mortar perspective that most anyone can understand, $2,600 is roughly the cost of a vinyl sign or display booth, making it a very reasonable investment for most companies.
Another thing to remember is that a domain is an investment, The money you spend upfront on a domain will pay dividends in the traffic it helps generate, but it’s also an asset that will appreciate in value over time. According to the same market study that benchmarks domain transactions, the average price of a .COM increased 9 percent from the first quarter of 2010 to the first quarter of 2011.
We often take domains for granted because they’ve become a part of every day life, but they’re a valuable tool for driving traffic, and in the end, that’s what it’s all about. Short and memorable domains can make your site easier to find for new and returning customers; keyword domains can improve SEO and reduce the money you spend on SEM; domains that define a category can capture natural type-in traffic. With the right strategy, domains prove their value many times over.
You only get one domain name, when it’s gone, it’s gone. Securing your business or personal domain name should be one of the first things you do online for Branding, Marketing & Sales.
If you require help securing a domain name for your business or to check out our stable of branded domains, call us today 1.866.259.2483 or drop us a line, we would be happy to help.
Major companies from Nestle to Ford are increasing the proportion of their ad spend on the Internet to the detriment of traditional press ads and big ad agencies are scrambling to evolve.
The changes have given birth to a slew of tech start-ups trying to come up with more sophisticated ways to match ads to consumers, often with sophisticated data mining techniques and algorithms.
While traditional advertising groups jostled for awards at a recent annual industry gathering in Cannes, the year’s biggest star was a newcomer to the beaches: the social network Facebook.
The company has gone from nowhere a few years ago to become the biggest single seller of online display advertising in the United States with more than $2 billion in revenues this year, according to research firm eMarketer.
“If I have a good experience with a brand I’ll tell a person offline — I might tell my friend — but if I do it on Facebook the average person is telling 130 people,” said Facebook Chief Operating Officer Sheryl Sandberg.
Occasionally a client tries to take things under their own control when it comes to their website optimization. They start changing and adding their own links and text onto the page and the next thing they know, they’re scraping the bottom of page 4 when they were previously rocking their way up page 1.
It’s not unusual at all to have curiousity where your website SEO is concerned, but devestating effects can occur when the uninitiated try and take the reins and drive their site they way they see fit. The constant and recent algorithm updates within Google, Bing’s addition of the Facebook metric can wreak havoc with a constantly changing website.
It’s not a difficult concept to grasp, you hire a search engine optimization expert to optimize your website to increase your visibility online. Grow your brand name online, manage your reputation, perhaps bury your competition in the process. Molding your content, cleaning up your code and making sure all the steps are in the right spots for you to climb to the top of your niche in the search world. What we are not paid to do, is fix fleeting experimentation on your website conducted by your web techs in your hopes of saving a few dollars. We are contracted to build your online worth to a point where you become the authority in your niche market and make you a globally known name if you so desire. When we’re confronted with web programmers who only have an idea as to what we’re doing because it looks the same, that’s merely the surface of our work.
I’ve said this a few times on the blog already, but I’ll say it again. You don’t pay a mechanic to fix your home plumbing, you wouldn’t pay a plumber to fix your cars transmission. You should not be paying a web designer for SEO work, nor should you be contracting an article writer to design your website. Choose the right tools for the job, don’t skimp on the bottom line as you always get what you pay for.
Since Mr.Page has taken hold of the reins of the Google ship, he’s made some clear moves to date. Appointing 7 executives who he can deal with directly in order to steamline any changes in their products, and to serve up a Google wide memo to prove just how serious they are about getting social.
Pages memo is quoted as: “strategy to integrate relationships, sharing and identity across our products. If we’re successful, your bonus could be up to 25% bigger. If not, your bonus could be up to 25% less than target.”
So it’s time to take that 20% free initiative time and develop the next social step stone at the Google Plex. It’s interesting, and a little scary to see Page directing so much development power towards a single goal with the Google engineers, it’s going to be an interesting year in the social market I’d bet.
And as if not to play any favorites, the Department of Justice has decided that yes Google can have ITA, but we get to watch what you do with it. Oh and also, you need to share it with everyone. And development? You can’t put anymore money into it than ITA already has.
Those may come across as negative points, but on the whole they’ll help foster a more powerful travel search feature across multiple platforms. Everyone is a winner, Google gets what they want, and the travel industry gets to share on the level of innovation that is developed from becoming part of the Google machine.
Since it’s all over the news and has been talked about since word broke, here ‘s just another take on the J.C. Penney search gaff. The NYTimes did a piece titled “The dirty little secrets of search” and in it was outlined how J.C. Penney gamed Google into listing them for all sorts of terms, applicable to their stores, but always listing at the top irregardless of the search.
The chief way this occurred was through the value of backlinks coming into a site. When your search engine optimization expert does their work properly, the value of the backlinks coming into your site will be categorically relative to your site. J.C. Penney however had links for all sorts of things on what seemed like any kind of website. When it comes to broad analysis of buying links to link back to your site, Google frowns heavily on the practice and often the links are devalued, or even negatively valued, and your site can be negatively effected in such cases. Matt Cutts was questioned on the occurrence and admitted that although JCP.com was already dealt with three times previous, the most recent and wide reaching offence hadn’t been noted.
Some have said it’s because JCP spends so much money on AdWords, others have said it’s sloppy policing on Googles part. One thing that the NYTimes piece did however, was contact a black hat SEO marketer directly and asked their opinion on the matter, and I believe they hit it on the head the best. Think of search not as a one type tool (search) but as a dual purpose technology; informational and commercial. And while the black hat lauded the strength of Googles informational capabilities, he readily admitted that commercially the results were lack luster, a cess pool was the term used. The Google team has admitted fully that there’s a relevance problem as of late, which has become more pronounced with the advent of both Caffeine and Instant technologies into the Google search algorithm. It also needs to be noted however, that spammers didn’t all of a sudden triple their output, the right set of adjustments just haven’t been found yet to exclude them from the relevant results. Additionally since no one has thought to bring it up, the same (gamed) results would have shown up in Bing or Yahoo as well as they did in Google.
JCP is about to go through some growing pains, and will most likely learn a valuable lesson in search; always make a point to be aware of your hired SEOs track record . You may find yourself on the receiving end of a swat on the nose from the Google team.
In a bit of a change of pace, just a reminder that there are a few key points which need to be considered when working online whether as a new website owner just getting into the search marketing side of business. Or a long trusted brand both on and offline, that’s looking to stake a claim, or reinforce a position online.
K.I.S.S. (Keep It Simple Silly) – Keep your website simple in appearance, construction and use. That doesn’t mean like a printed sheet of paper, but flashy ads, a video clogged front page or fancy fly away graphical menus don’t help your position in the search world. All of the above technologies, without a lot of back work, can actually hurt your online marketing performance.
Relevant Content – Keep your copy relevant and consistent to what you want to be known for. If you’re a plumber, write about plumbing trends, technologies and concerns. If you’re a tailor, writing about style trends, materials and new patterns is helpful. As a carpenter you wouldn’t want to write about small engine repair or microwave ovens, it’s simply not pertinent to your business or your website.
Budget – Ahh money, the one aspect of the business that always seems to surprise people. The thing about advertising, is that advertising in earnest, with the idea to make contact with your customers or clients to earn a living, will cost you money. In North America, Canada especially, online marketing budgets are significantly below what they need to be to see the real rewards capable from high quality, skilled search optimization. It still makes no business sense how a company can have no problem throwing away thousands of dollars per month on a marketing metric which is untrackable (newspapers/radio), versus a significantly lower cost for a completely trackable one (SEO).
A Call to Action – Often the missed point of a newer website owner, a call to action for your visitors is a required point of your website. A qualified and capable search engine optimization expert can bring you traffic, but if your website doesn’t direct your visitors what to do, they will leave until they find a site that does. If the point of your website is to sell, ensure you have a way to sell to your visitors with a Buy Now button, or a catalogue to order. If your desire is to attract people to sign up for your newsletter, make sure it’s prominently displayed as such.
Time – One of the most important requirements for SEO is time. Time for your website to be crawled and indexed, time for Google, Bing and Yahoo to place you within their index and the time it takes to balance your website versus the millions upon millions of pages also within your sector. It all takes time in the end, and if you try to circumvent the time component and go quick and dirty like J.C. Penney did? You’ll get caught, maybe not today, maybe not tomorrow, but you’ll be caught.
Facebook has become the most visited site above Google and all others online. It’s not uncommon to find a story about Facebook versus Google/Bing/Yahoo or about how they’ve reached 500 million plus members. Millions upon millions of people communicate, play and flit away hours on the site, and the site is reportedly worth billions.
But at the end of the day, is it really a financially savvy move to advertise on Facebook? In 2009 it was, as the cost for a click was only 27 cents, but for a click through rate of only just over half of 0.1%. And as time goes on you’d expect things to get better, but in 2010 the cost per click actually nearly doubled in cost to 49 cents, and the click through rate dropped. With so many member accounts, it’s hard to believe that the advertising model has such a bleak factual bottom line.
With the benefits of advertising on Facebook being parlayed as being targetted via friends within the site, the numbers display the honest truth. While ads may last longer, and be presented more relevant on your Facebook pages, you’re less likely to use them than if you were to find them else where online. Even banner ads on websites performed better on the bottom line. Oh well, at least there’s Mafia Wars and Farmville right?
We heard this statement the other night from President Obama in his state of the union speech, it made me smile, why? because we are exactly that.
Since our inception on a coffee table back in the UK this is exactly how we have seen ourselves.
Over the years we’ve done big things with major brands like Sony, Sanyo & Best Buy, we’ve worked with celebrities & governments to making a small back street vendor a major player online across North America beating the likes of Sears & Costco, A little company that do big things.
What do we do? Well, everything to do with online search & branding, we have a team buying domain names daily, in fact we see opportunities before most others do, an example was the presidents quote of A little company that do big things, we bought that domain within 5 minutes of him mentioning it, a great slogan, we have done the same with others, company’s spend millions marketing there new project with traditional media, TV ads & Newspapers without first securing the web domains they will need to secure the brand first, how stupid is that at $10 a throw? then they complain when someone beats them to the punch and they have to pay Big Bucks to a little company for there ignorance, it’s just business.
We also run and manage Google Adwords accounts for clients, that’s easy considering I was consulting when the program was being built by Google, but what we really excel at is SEO, yes we know everyone can do this, if this is true then why don’t the company’s or individuals selling the service show up for themselves for major terms on the search engines like Google, Bing and Yahoo, it’s a no brainer, if they cannot list themselves, how do they list you?
Like Obama said, The rules have changed. In a single generation, revolutions in technology have transformed the way we live, work and do business. Steel mills that once needed 1,000 workers can now do the same work with 100. Today, just about any company can set up shop, hire workers, and sell their products wherever there’s an Internet connection.
Thirty years ago, we couldn’t know that something called the Internet would lead to an economic revolution, Innovation doesn’t just change our lives. It’s how we make a living.
Call a little company that do big things today on 204.942.4200 it could change your life.