Internet Advertising spend is set to climb by 85 per cent over the 2006 to 2009 period, ClickZ reports.
According to ZenithOptimedia figures, online video and local search will be the primary drivers for this growth. Until 2009, the company expects an annual growth rate in internet advertising of 23 per cent.
Jonathan Barnard, ZenithOptimedia’s head of publications, said that it was impossible to predict what may happen in the online sector.
“At this stage nobody really knows what the successful model of the future will be,” said Barnard. “There is a lot of experimenting.”
However, he did point out that there is a definite trend for advertisers to shift dollars from newspapers to the online channel.
“Newspapers are losing directly to the internet, either to other classifieds, search, or auction sites,” he said. “Their websites tend to be quite large and get advertising, but unfortunately they are not making enough to offset offline.”
As well as this, he noted that advertisers who only have a small market in which they sell can also benefit from online advertising.
This clearly shows that smaller businesses would be fools not to get into online advertising, and link building can help them do that.
If you approach an SEO company, like ours, for a quote to get your site working for you, you may be slightly taken aback by the costs involved. In many instances, especially where small businesses are concerned, SEO costs can be several times more than the original site development costs. But why?
The short answer is SEO takes time and time costs money.
The long answer? Oh, OK then……
For SEO to be effective your SEO consultant needs to understand your business and your business aims = time
To market your business your SEO needs to understand your market = time
To optimise your site your SEO needs to understand your customers search habits = time
To ensure the search engines can index your website’s content it needs to be structurally sound = time
To give your site credibility your site needs links from other sites = time
To make sure your SEO keeps working your SEO needs to stay ahead of your competitors = time
I could go on but perhaps you can now understand why SEO costs so much. Rates will vary but you will pay perhaps £150 per day at the lower end, £400 in the mid range and £000’s at the high end.
If you hire an mid range SEO firm for say 10 days at about £400 per day, that’s £4000.00. For that money you are getting a dedicated professional. You can hire by the day for as long or as little as you like. But there is an alternative, you could hire a full time employee.
Average fees using a reputable agency? Perhaps 5% of the salary. Expected salary? around the £40k mark. Finders fee = £2000.00. Now the salary, £40k grossed up for employers NI etc will cost you about £44,500.00. All this ignores sick pay, holiday pay, cost of a workstation etc. If you’ve ever worked out the cost of a providing a serviced workspace you’ll know it’s not cheap, let’s call it £300 a month.
That’s £4000 per month, every month of the year (even though your guy will be on holiday for one and half of those). Now you have an insight, extracts from redevo
With the current debate over Links Versus Content, people are once again asking what works to gain the most visitors, the most attention. While creating content is obviously the only way a search engine can find you, creating focused content is even more effective.
What about linking? If content is the bread of the internet, links are the butter. If those links are relevant and natural (or natural looking), the benefits are outstanding. But what if linking is merely the tip of the iceberg? The SEO landscape looks ripe for change, but just as the search engines are evolving at an ever-growing pace, that which is being searched is also evolving–mutating form, function, and execution almost right before our eyes.
There are five major changes on the way in the online world, which quite simply will revise, refine, and revolutionize our understanding and approach to search engine optimization. Actually, what we call SEO will become a subset of the larger world of search engine usability–no longer will SEO be solely the purview of SEO experts. Normal, everyday users will have more of a hand in shaping the way data is found than ever before.
The following five things are due to disrupt and alter the way in which optimization and interaction are applied.
#1. NGT (Next Generation Tagging) – Imagine objects within video and audio able to be organically and dynamically tagged by parsers directly connected to search engines. Imagine products tagged not only by text but by interactive, dynamic multimedia, which is fed and organized through these parsing agents. Utilizing microformats, hybrid peer-to-peer networking, and new content distribution models, the next movement in tagging is full-embedded content awareness.
#2. ACG (Automated Content Generation) – No, I’m not talking about spam generators, though that will remain part of the search engine equation. ACG in this case refers to content that is pushed through the pipes and passageways of feed servers and mashup generators to become reshaped content. Utilizing massive “rainbow” libraries, content can be matched, parsed, and regenerated as entirely new content that is still relevant and highly focused. You think that widgets blog is run by people? It’s not. Not anymore.
#3. The Web Will Be Reviewed – More products and services are being publicly reviewed by users all over the globe. The emphasis on user-submitted reviews will become more important as marketing to individuals becomes more ubiquitous. In Tom Friedman’s The World Is Flat, Globalization 2.0 is where the end user and the front provider share an intimate relationship. Thus, what the end user says about the front provider and its service or product will greatly determine how those services and products are found.
#4. Optimization For Longevity – Social networking sites like Digg and Reddit have fostered the “Get Links Quick” dream of fast and easy exposure, but they don’t encourage long-term optimization. Digg traffic cascades show an extremely low hangtime for traffic spikes, and links are rarely persistent or maintained. Sites that have the most staying power are the ones who will optimize for the long-term. This means looking ahead, spotting trends and changes in the landscape before they happen, and applying that in a sustainable model.
#5. The Semantic Web – As search engines get smarter, the words you type into that search box will actually mean something. Function words will enable engines to read the incoming data in much the same way as a human does, determining not just definition and location, but context and connotation. This means your content generation will need to be even more focused and applicable for human readers–even if some of those human readers are actually human emulators! As the Google guidelines states, don’t build a site for search engines, build it for people.
While all these coming changes are revolutionary in their own way, they don’t change basic tenets of how the web will work. It will still thrive on and be driven by usable content and ideas. This is the web as it should be.
This is the web as it will be.
Guest post by Jeremiah Lewis.
You knew this was coming, so why are you in shock? A new company, Ass-Vertise / Assvertise is already landing new clients with its innovative human-ass billboards. Stare at the bum of an appealing lady OR man in NYC, and you’ll find yourself reading ads, including those shown for the New York Health & Racquet Club. The company claimns to be based on the simple philosophy that “If you want to be seen, go where people are already looking, “Ass-vertising involves putting a logo, a web address, or a brief message on the seat of a pair of bikini style panties. The panties are work by beautiful girls and revealed when appropriate in a ‘mooning’ fashion, often accompanied by a ‘Hey, check this out,” or a slogan tailored by you, our beloved Client.”
Bottoms Up: When advertisers are looking for methods to grab the attention of young men, there are no ifs or ands, but there are plenty of butts.
Hope you like our new assvertisment
For the survival of your blog, website search engine optimization is as important as having a website, especially if you seek targeted traffic from search engines. SEO for me is not simply getting traffic from various sources; it is getting highly targeted traffic. A few mistakes here and there and all your SEO efforts will go down the drain. In fact wrong SEO tactics can sometimes prove costlier than having no SEO strategy. Although there are unlimited things you can do to improve your SEO and unlimited mistakes you can commit in the process, in this blog post I’m going to discuss 6 SEO mistakes you should avoid.
Here they are:
1. Don’t have the same title for every page: If you are a blogger you might not face this problem because most blogging software generates unique page titles (here too you can post blog posts without titles — some people do), but if you run a website make sure all your pages have a unique title. The logic is that every page carries a unique message and the best way to present that message to the outside world is by having a page title that aptly represents the message of your page. On external links people click on your link when they find your page title attractive. People using search engines click your link when they see the title of your link. So have a unique title for every page and make sure the important phrase that represents your page content appears in your title.
2. Don’t spam your pages by stuffing keywords: Your keywords and key phrases are certainly taken into account when search engine algorithms rank your web pages, but it doesn’t mean you insert your keywords everywhere. This will be considered keyword spam and your website runs the risk of getting black listed by all of the major search engines. Your keywords appearing nonsensically in your title, in your description, all over your text and everywhere in your links, is not going to get you anywhere. Even if for a few days you get to the first page of the search result pages your website will be blacklisted the moment it is noticed by someone from the search engine company. Instead, create highly focused, specialized web pages so that they cater to the theme of your keywords. Let your keywords and key expressions appear naturally on your pages. The important thing is not getting ranked higher as soon as possible, what is important is increasing the overall relevancy of your website.
4. Don’t use dynamic URLs: A dynamic URL is something like http://www.yourwebsite.com/index.php?p=345. The search engines simply cannot make sense of them, and even if they can, it takes lots of effort on their part. Instead, use a URL scheme that has your keywords in it. For instance, the URL of this post will probably end up with /6-seo-mistakes-you-should-avoid/. All current content management systems and blog publishing platforms give you the ability to create search engine friendly URLs.
5. Don’t participate in meaningless link-exchange schemes: Inbound links are definitely important for your website or blog, but they should appear on external websites voluntarily and not because you are going to put their link on your website. The entire logic of having inbound links is to convince Google that your blog or website has got content worth linking to and they should be coming from reputed websites. The very fact that the other website is readily exchanging links with you means that it does not get linked to because of its value, and this, consequently, is not going to give you any SEO benefit. In fact exchanging links with disrepute or totally unrelated websites can adversely affect your SEO efforts.
6. Don’t submit to search engines: It’s no use submitting your website to different search engines because the search engines themselves are perpetually crawling the Internet to locate and index new and recently updated pages. It takes its own time for your web pages to start appearing on search engine result pages whether you submit them or don’t submit them. So if you are thinking that by simply submitting your website to “1000s of search engines” your SEO job is over, please do a re-think.
So avoid these mistakes and keep yourself focused. Remember that search engines want to provide the best content available on the Internet to their users so that their users keep coming back to them for their search needs. Create a website or a blog that the search engines will happily present to their users among top results.
Often it becomes difficult to devote proper time and attention to the different aspects of a business. It may be that you are running short of manpower, or you may not have professionals who have the proper qualifications and in situations like this you need to resort to other methods to get the work done. Outsourcing is one method that can easily take care of all your worries and help you earn money. Outsourcing basically means to hand over the work of certain aspect of your business to a third party within the country or overseas who are better equipped to deal with it. SEO is one aspect of any online business that needs to be done and outsourcing SEO is one method through which this can be done perfectly. If you are into online business, you must make sure that you get SEO done for your site.
SEO is search engine optimization and this is a method where a site is promoted on the World Wide Web. Outsourcing SEO is getting bigger day by day as many businesses have been benefited by this in an enormous way. Now finding out a firm that will actually take up the SEO work of your business is not difficult, but what is difficult is finding out that firm which will do the work for you efficiently. There are several ways through which you can choose a firm to take over the outsourcing SEO work of your online site and the best way is through the internet. While surfing the web, you will come across several online sites that provide outsourcing SEO services to clients. What you can do is find out the kind of work they are doing and decide if they can do the work for you or not.
Outsourcing SEO firstly helps you in getting highly trained professionals handle the work for you. Since they are skillful professionals they know exactly what needs to be done for making a site rank high in all the major search engines like Google, Yahoo, Alta Vista and Lycos. Make sure that you have a talk with the professionals who are handling your work and tell them on what aspects would you like to make your site become popular. Generally when professionals take on the work for a site for outsourcing SEO, the first thing that they do is analyze the site and analyze the competition in the existing market.
Based on all these factors and several other factors as well, the professionals will make a strategy to go about doing the outsourcing SEO work for your online business. You must make sure that you know exactly what is being done for the SEO of your site, after all this is your business and you have all the right to decide what is right and what is not for it. SEO has made it possible for websites to get recognized easily and if the whole process is done properly the benefits will be immense. Outsourcing SEO is one of the best business decisions that one can make.
One of our clients announces news
Las Vegas, Nevada, Coffee Pacifica, Inc. (OTCBB:CFPC) announced today that is has entered into a joint venture agreement with China Capital Partners Inc. (“CCP”) to establish coffee shops in China. The joint venture anticipates opening first coffee shop during the 4th quarter of 2007. The joint venture shops will be featuring specially created artisan roasted coffee blends by Uncommon Grounds Inc.
Jon Yogiyo, Vice Chairman of Coffee Pacifica and Chairman of PNG Coffee Growers Federation Ltd stated: “Entry into retail coffee market enables our 100% owned subsidiary an opportunity to greatly increase sales of it’s roasted coffees and new coffee blends created specifically for the Chinese market. Several coffee buyers from China have already visited our farms in PNG. This venture completes our “Growers Direct” strategy from “Tree to Cup” coffee company. We are positioning in the latest Chinese trend of drinking coffee.”
Sean Tan of China Capital Partners said: “We agreed to establish a joint-venture with Coffee Pacifica, due to its unique business model, competitive advantages and strengths over the competition, and access to premium quality green coffee beans. Owning their own roaster allows Coffee Pacifica the ability to select finest coffees from the trees and custom roast and offer in our shops daily “Berkeley Freshly Roasted” coffees. Control of premium quality green beans provides stability for our coffee shop build out plan in the world’s fastest growing coffee market. We project a profitable business venture and plan to unveil our first shop before end of 2007, with 5 more slated to open first quarter 2008. Based on our aggressive growth plans, we anticipate opening approximately 300 coffee shops in China within the next 5 years.”
Coffee Pacifica, Inc. is a distributor and a marketer in the United States, Canada and Europe of the green bean coffee grown in Papua New Guinea and “Penlyne Castle” brand “Jamaican Blue Mountain” coffee grown by Blue Mountain Coffee Co-Operative Society Ltd (“BMCC”) of Jamaica. Green bean coffee in Papua New Guinea is grown by Coffee Pacifica’s shareholder-farmers in the Highland region’s rich volcanic soils between the altitudes of 4,000 and 6,000 feet above sea level. Papua New Guinea exports approximately 2% of the annual world green bean production. Papua New Guinea coffee is well regarded by consumers for its uniqueness, consistency and special flavor characteristics. For more information about our coffee products, visit our website at www.coffeepacifica.com. Coffee Pacifica’s wholly owned subsidiary, Uncommon Grounds Inc., established in 1984, is a coffee roasting and wholesale company based in Berkeley, California. Visit their website at www.uncommongrounds.net to purchase our roasted coffee beans.
Except for the historical matters contained herein, statements in this press release contain “forward-looking statements” within the meaning of the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Investors are cautioned that forward-looking statements involve risks and uncertainties which may affect the Company’s current and future business and prospects. Actual results could differ materially, as a result of various risk factors including but not limited to such as: (1) competition in the markets for the Company’s coffee; (2) the ability of the Company to execute its plans; and (3) other factors detailed in the Company’s public filings with the SEC. By making these forward-looking statements, the Company can give no assurances that transactions described in this press release will be successfully completed, and undertakes no obligation to update these statements for revisions or changes after the date of this press release. This release should be read in conjunction with our Annual Report on Form 10-KSB and our other filings with the SEC through the date of this release, which identifies important factors that could affect the forward-looking statements in this release. In addition, factors that could cause actual results to differ materially from those contemplated in the statements include, without limitation, overall economic conditions, and other risks associated generally with green bean coffee business. These forward-looking statements are not guarantees of future performance.
Malone & Associates, LLC, Corporate Relations, Rico Stubbs or Stacey Salanoa, Tel: 888 739 9477
Or visit website: www.opportunitiesforthefuture.com
Optimizing your Web site to take advantage of the power of search engines to put you in front of customers gives you a huge competitive advantage. Even now, only 25 percent of Fortune 100 businesses have completely optimized their sites in this way. If you act now, you’ll have an edge over competitors who haven’t optimized their sites.
Build a better mousetrap and the world will beat a path to your door.
Wrong — unless of course your business has a Web site. Search engines like Google and Yahoo troll the Web constantly, categorizing and ranking sites so users can find what they’re looking for.
The Best Exposure Money Can’t Buy
Why should you care? Here are a few reasons:
You don’t have to pay Google, Yahoo and the other search engines to rank your Web site. It’s like a free listing in the yellow pages, except that you get listed in as many categories as apply to you — by product, inventory, service, geography or a dozen other classifications.
Also, it’s a global listing. Imagine paying for an ad in the phone book to cover all that territory.
That doesn’t mean every Web site gets equal treatment. Each search engine uses different methods to rank sites. Understanding how search engines work — and adapting your site accordingly — can move you up in the listings.
Everybody’s looking for something.
Online searching is the third most frequent activity for people who are online — only e-mail and general surfing rank higher. Search engines not only help users find you, they act as virtual tour guides by taking users directly to the page with the information they’re seeking.
People trust search engines.
Studies show that people trust user-based rankings (those based on searches people do on their own initiative) more than paid rankings (those based on clicks on paid ads) by a wide margin — as much as 70 percent. Visitors who come to your Web site through a free search engine listing are more likely to engage in the desired response (make a purchase, request information) than those who come through paid ads.
You can still get in early.
Optimizing your Web site to take advantage of the power of search engines to put you in front of customers gives you a huge competitive advantage. Even now, only 25 percent of Fortune 100 businesses have completely optimized their sites in this way. If you act now, you’ll have an edge over competitors who haven’t optimized their sites.
This advantage won’t be around forever, though. Businesses will get smarter about search engine optimization (or SEO — the art of making sure your Web site stands out in the crowd), so now’s the time to capitalize on it.
The Cat and the Mouse
So how do you go about optimizing your Web site? You probably can’t do it yourself. SEO is just one aspect of search engine marketing (SEM, which also includes such techniques as paying to be listed or to be ranked higher when certain keywords are used).
Search firms are constantly changing their methods to remain competitive among each other, so it takes the expertise of a professional firm specializing in Web services to keep up with them.
However, it’s an investment with a payoff you can’t afford to ignore. SEO is so effective that some companies gain a complete return on their investment in the first month.
Here are four important guidelines that will help ensure potential customers can find you on the Web.
Choose your keywords.
Search engines use keywords and phrases to rank Web sites. You need to define a set of keywords targeted to your audience and based on your business goals, competitive advantages and key messages. Try to think from a user’s perspective: What words and phrases will they use when trying to find you? You may sell hats, but your customers may call them “caps,” “lids” or “fedoras.” Choosing the right keywords is the crucial first step to search engine optimization.
Use those keywords.
Get your keywords into the URLs, page titles and content of your Web pages. There are lots of little tricks to this. For example, the most effective page titles are about 75 characters long and include the most important keywords at the beginning. On each page, keywords and phrases should represent 2 to 3 percent of the total content.
Make links and influence people.
The more links to your site from relevant and trusted sources, the higher you’ll rank with search engines. For example, always list your site with online business directories, even if you think no one will find you through them. Those links may not produce any direct leads, but they could bump you up in the search engine rankings, especially if they are popular or highly visited sources.
Know your audience.
People searching the Internet don’t all use the same search engines. Research shows that older audiences still like AOL, and professional audiences tend to like MSN and Google. Younger audiences often like Yahoo. Only about one third of users use one search engine consistently. Knowing your audience will help your Web services firm decide which search engine to optimize for.
Time, Effort and Money
Those are just a few tips to search engine optimization — there are many, many more. Once your site has been optimized, check to see how you’re doing in the search engine rankings. As time goes by, you’ll need to keep tweaking your Web site to stay on top of the heap. The average user won’t scroll past the first two or three pages of a search listing, so you should aim to be listed on the top one or two pages, typically the top 20 listings in your search category.
It takes time, effort, and money to optimize your Web site for search engines. However, what’s the cost to your company if you don’t optimize? Lost revenue? Decreasing brand awareness? Unlike other investments you might make, it’s easy to measure the results of search engine optimization — more clicks, more visitors and maybe more sales of that new, improved mousetrap
Today’s high traffic web world can prove to be quite elusive in making your company seen and heard amongst the millions of other sites competing for the same business. People can put anything they want on their websites to drive traffic to them and hopefully catch that client they’ve been waiting for. But have you stopped to think about whether these efforts are really helping you to make an impact to interest viewers, and to ultimately draw them in to spend money with YOU?
Enter Social Media Marketing – one of the newer phases of popular sales methodology being used online. Only problem is that there seems to be no clear cut methodology or systemization to this loosely defined sales tool. It’s like a free-for-all in the web marketing world with every person having a different take on what will and won’t work, what the objective of it is, and how it can maximize your website’s efficiency. So let’s arm you today with a few key points for you to consider for yourself in order to earn your own fair share of the pie in this online arena.
Social Media Marketing
Social Media Marketing (SMM) combines the goals of internet marketing with social media sites such as MySpace, YouTube, Site Pal, and MyVirtualSalesPerson as well as many others. The SMM goals will be different for every business or organization, however most will involve building ideas or brand awareness, increasing visibility, and possibly selling a product or service. SMM may also include online reputation management.
How you choose to do it is entirely up to you, but here are some general rules that can be of benefit to you when planning your online marketing campaign using Social Media:
You’ve heard me say this before, but I’ll say it again “Do your research!”. To create an effective Social Marketing Campaign, you must first do your research and know your target market. As the owner of your business, you know what you wish to achieve, however, the site viewer is not interested in this in the least. They’re interested in how you can benefit them for the best price. In order words, your site must meet the visitor’s needs first before the owner’s needs. One way of doing this is to provide the most appealing brand you can offer. In order to do this, you must provide your visitors with immediate solutions to their needs, and answers to their questions, and the information they desire.
Find a way to create a powerful, lasting customer experience. When a potential client visits your site, you have to provide them with enough stimuli in a quick enough time to make that visitor want to stay on your site and not click over to another one pulled up in their keyword search. So, how do you do this, you ask? Perhaps you can use video and sound. The technology exists nowadays to maximize the viewers’ experience. We are a visually stimulated culture, so perhaps put some thought into ways in which the viewer of your site can be ‘caught’, drawn in, and sold on whatever it is you have to offer. Some common ways of achieving this are with authoritative information, entertainment, humor or controversy. But be careful when planning on using audio files and video on your website. If not planned properly, they can be a huge waste of time and money. If they fail to capture the target audience’s attention, you may as well have not invested any of your money in the first place. Be wary of experience overload as you do not want to overstimulate your audience. Too much, and your message is lost. Too little forethought and your messaage doesn’t come through clearly enough to snag the viewer. It’s a balancing act really, so know your audience and what they are looking for. On the plus-side, using video and audio files are an inexpensive way to advertise your product, brand your company, and compete in the online marketplace. Remember that if you are going to use these strategies, your media files must contain information critical for search engines to find, index, and display in search results.
It’s imperative that you use your Social Marketing Tools to build relationships with your viewers. The bonus of the web is that we can deliver our message informally so that the viewer feels a connection with the company. Rigid professionalism goes out the window in favour of a more comfortable, friendly, person-to-person approach. This lack of formalism breaks down corporate barriers and helps the viewer feel connected to you, your company, and your product. It’s realism in its truest form. So don’t waste your time with vidoes or sound clips that look and sound like they came from the annals of corporate literature. Be down to earth in your message delivery and watch people flock to your site. It gives them something to trust in, something to feel safe with. Why? Because it’s human, it’s real, and they can relate. Allow potential clients to see your integrity. This unique voice is what will set you apart from the many other companies also vying for the same business online.
Effective Social Networking is about quality, not quantity. Make your web presence count. Do not create a website that overloads visitors with too many experiences or the novelty will wear off and you will be left with a website that does little to attract business and drive sales. Essentially, what I am saying here is do not spread yourself too thin with all of the online social marketing tools that are out there. Choose one or two very powerful tools that will best capture the essence of your message or your business and maximize its potential. Remember, it’s better to be in one great place, rather than in too many so-so places at once. Build your own presence effectively. Too much will be your downfall.
Call to Action
Lastly, use Social Marketing Tools to convey your business’s Call to Action and ask for that ever important Sale. The marketing tools you choose must create a need with potential clients. Show that your company, product, or service solves a problem that they, the viewers, have. Most importantly though, before you use these Social Marketing Tools, realize that you need to anticipate objection before it occurs and provide solutions in innovative ways so that they can’t say no. Use your Social Tools to kindly ask for the Sale. You will be surprised how an effective, well-thought out marketing tool can provide you with the Sales your company is seeking. For example, by using a Virtual Sales Person your company will have the power to influence, motivate, and persuade prospective clients to believe in and buy your call to action. So, you can use Social Marketing Tools as an online employee of sorts, you could say. Let these tools do the work of a salesperson and watch the traffic increase to your site.
In short, Social Media applies to everyone. That’s why businesses should harness the Social Marketing Tools available to them to give their business a competitive edge within the web environment. If you hope to survive in the virtual world of business, you must stand out. So make sure you do your research, employ the tools effectively, don’t overkill them on your site, and always provide quality over quantity. This combination, I believe, will provide your business with the edge it needs to stand above competitors and see a return on your call to Action.
Canadians use the Internet more than anyone else in the world. They spend more time online, have more wired households, are more sophisticated in our online behavior, do more searches. Pick your metric, Canada is ahead of the pack when it comes to online usage. For example, when we look at average hours spent online per month, Canadians are top with 40 hours, followed by Israel with 37.4 and South Korea with 34. The US is in 8th place with 29.4. Canada also leads the pack in Online Reach, with 70% of households wired. This time, the US comes in second with 59%. Average pages viewed per visitor? Canada comes in tops with 3800. The UK is second with 3300 and the US clicks in with 2500. See a pattern emerging? They spend a hell of a lot of time online there. And much of that time is looking for something to buy. Canadians are the world’s best shoppers. You research every purchase down to the nitty-gritty detail. The Internet was created for shoppers just like you.
By common consensus with most Canadian search marketers I’ve talked to, Toronto seems to be the epicenter of the orifice that Canadian advertisers have lodged their collective heads in. The city doesn’t get it, the province doesn’t get it, the country doesn’t get it. When it comes to search, Canada (with a few exceptions) is clueless.
I remember my first SES in Toronto. I had been attending the US shows for a few years previously, and it was with more than a hint of nationalistic pride that I attended the first Canadian show. But my jaw soon dropped at the questions I was fielding from the audience. This group was at least 3 years behind the US market. That was 4 years ago. Since then, the US has dramatically outpaced Canadian growth in search savviness. And if you look elsewhere, almost every market I’m familiar with, including the UK, France, Italy, Germany and even China is rapidly gaining on the US. But Canada still seems to be blundering its way forward, overlooking the fact that Canadians spend a huge amount of time online using search engines. It’s to the point where it’s unforgivable.
Show Us the Money!
Here are just a few of the stats I pulled from comScore, Yahoo! Canada and other sources:
Canadians spend $28.05 in online advertising per internet user. The US spends $71.43.
21% of Canadians media usage is online, but it gets 6% of the budget
In contrast, newspapers and magazines get a 7% share of total media usage, but capture 42% of Canadian ad budgets
The US spends almost twice as Canada per capita on search marketeering
Canadian shoppers get it, so why don’t business?
These are extracts from Gord Hotchkiss, A Canadian Search Marketer.
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