Archive for March, 2006
March 30, 2006 at 1:28 am · Filed under Web marketing SEO SEM
da ImediaConnection
Il CEO di Silverpop spiega perché l’RSS (Really Simple Syndication) prenderà sempre più piede, e perché questo modo di “distribuire” contenuti sul web sarà buona cosa per il marketing.
In this new era of digital communications, consumers are increasingly taking charge of their online experience and, in some respects, taking control out of the hands of marketers. For proof, you don’t have to look any further than the phenomenal growth rate of blogs. In 2002, about 100,000 American bloggers toiled away at their craft, reporting on everything from what they had for dinner to their pursuits, politics and the meaning of life. It was, by and large, a tech-community kind of pursuit. But corporate interest in the marketing potential of blogs - and RSS, the technology that drives them - soared after bloggers successfully ignited a wildfire of political discourse and debate that raged across the Internet during the 2004 U.S. elections. In fact, the Pew Internet & American Life Project estimates that by the end of 2004, about eight million of the 120 million adult American internet users had created blogs, and 32 million - a whopping 58 percent increase over the previous year - were reading them.
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March 29, 2006 at 12:38 pm · Filed under Web marketing SEO SEM
da IMediaConnection
As the gateway to your website, the structure, design and functionality of your entry page is of utmost importance. As such, different considerations must go into the development of an entry page, and they require specialized, dedicated analysis to determine their contribution to the success of your site. But, before we get to all that, let’s take a step back to review the processes inherent in a website visit.
The first and most important thing to remember about all website visits is that they are goal-oriented. In the visitor’s mind, any content on a website is valuable only to the degree that it serves their browsing goal, whether it’s to shop, to learn or to be entertained.
A second consideration is that visitors have to expend effort to extract content from each page they visit. And each site’s design is unique, so they have to first work out where the information they want is located; they have to learn navigation schemes to find their way around; they have to filter irrelevant sites from search results and so on. A visitor is happy while the value of the information they are obtaining exceeds the amount of effort they are prepared to spend to get it. This is their Tolerance Threshold. If your site falls below their tolerance threshold, they will leave. Therein lies the importance of the entry page: they are the primary point at which visitors check their tolerance threshold.
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March 28, 2006 at 1:50 am · Filed under Web marketing SEO SEM
da IMediaConnection
As our industry matures more people become involved. Unfortunately, as people enter the industry for the first time they bring some misconceptions with them. Much of the feedback I’ve received in recent months shows a growing trend of people misunderstanding unique visitor metrics.
This article seeks to address that issue.
Definition of a unique visitor
The first and most important thing to understand is that when we identify a unique visitor we do not know who that person is.
Knowing who someone is — knowing their name — is called “personally identifiable information” or PII. In other words, we have identified the person. This is not what is meant in web metrics by a “unique visitor.”
The official measure of a unique visitor is nothing more than a combination of IP address and User Agent (browser + operating system). In other words, a unique visitor is “122.223.21.09 + IE 6.01 on WinXP,” not Bob Jones at 223 Sunset Drive. In actual fact, there is no official measure for a metric which identifies Bob Jones at all. The nature of internet technology makes identification of named people on the web impossible unless a person voluntarily tells you who they are. Identification of people is so rare there is no technology to report it, and no metric to describe it.
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March 28, 2006 at 12:20 am · Filed under Web marketing SEO SEM
da IMediaConnection.com
ThinkMetrics’ CEO refutes common analytic measures, and describes what to measure instead. You should not analyze what search engines are sending you traffic. You should not analyze what paths people take through your website. You should not analyze the average duration your visitors spend on a visit, or the average number of pages they read. None of these things will help you in the slightest, and in some cases they will even mislead you.
Averages confuse
Average statistics for websites are commonly given for duration (the amount of time people spend on your site), and for average page views (the number of pages people read during a visit). This information is extremely misleading and will probably cause you to make incorrect decisions. The problem with an average is that it can be horribly skewed by the extremely high durations (like the person who spends three hours on your site because they are trying to copy the design) or — more commonly — extremely low numbers.
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March 27, 2006 at 3:12 pm · Filed under Web marketing SEO SEM, Comunicare sul web
da www.clickz.com
***Attenzione però! Si parla di mercato U.S.***
By Enid Burns
By 2010, spending on Internet advertising will account for 10 percent of total U.S. ad dollars, according to “The Changing Face of Advertising in the Digital Age” from Parks Associates.
The 10 percent share is double the commitment for online ads in 2004. The increase represents a CAGR (define) of 14 percent each year through 2010.
Roughly 21 percent of Internet users consider Internet advertising to be the most relevant ad format. The segment overtakes traditional media, such as newspapers, magazines, and radio.
Metrics and behavioral targeting make the channel attractive. “Because the Internet is an interactive and versatile platform and offers rich consumer usage data, advertisers can improve their ad targetability and achieve better results,” said Parks Associates research analyst Harry Wang. Read the rest of this entry »
March 26, 2006 at 6:24 pm · Filed under News
2006 03 26
di Pino Fondati
dal Sole 24 Ore
Otto tendenze per immaginare i prossimi dieci anni dell’It.
Le ha studiate e definite Gartner in un rapporto reso pubblico di recente, rapporto che prende atto che siamo nel bel mezzo della costruzione di un mondo digitale, partita nel 1980 con l’avvento del Pc: i primi 30 anni hanno visto l’introduzione massiccia delle tecnologie nelle imprese; i prossimi 30 vedranno la tecnologia diventare sempre più pervasiva, arrivare a ogni individuo e in ogni settore della società civile e avere un impatto enorme nel modo stesso di operare delle aziende.
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March 26, 2006 at 3:23 am · Filed under News, Web 2.0 +
dal Guardian
Companies once saw them as a nuisance. Now they are trying to get the bloggers onside, realising that they can reach consumers better than any PR company ever could
David Watkins
Monday March 20, 2006
Once dismissed as a forum for pedantic, pyjama-clad insomniacs, the blogosphere is now smashing down the barriers to information and achieving parity with the big guns of old media. At least, PR companies certainly think so. Bloggers have become a powerful conduit for stealthy, word-of-mouth marketing that can make or break the image of a company.
“The trick is not to try too hard to sell,” says Hugh Macleod of gapingvoid.com. “You need to respect the people reading it, they’re coming to you. Blogs are a great way to make things happen indirectly. It is different from creating a controlled mechanism that tries to change people’s behaviour, which traditional advertising tries to do.”
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March 25, 2006 at 11:29 pm · Filed under Web marketing SEO SEM, Comunicare sul web
da PuntoInformatico.it
Nel 2005 si conferma la centralità delle inserzioni sui motori di ricerca, a partire da Google e Yahoo. Da qui al 2010 ci si aspetta una crescita vertiginosa del settore.
Roma – Attesi, ma clamorosi, i dati relativi agli investimenti pubblicitari in rete nel 2005: a farla da padrone nella crescita è il search advertising, gli spot legati alle piattaforme di ricerca in rete, quantomeno in Nord America. Uno studio parla di una crescita del 44 per cento nel 2005 rispetto all’anno precedente.
Stando ai dati diffusi da Sempo - Search Engine Marketing Professional Organization, gli inserzionisti negli USA e in Canada hanno investito nell’anno appena concluso qualcosa come 5,75 miliardi di dollari nel search advertising e si prevede che nel 2010 questa cifra superi gli 11 miliardi.
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March 25, 2006 at 11:26 pm · Filed under News
2006 03 25
dal NY Time
By STUART ELLIOTT
Published: March 21, 2006
FOR decades, advertisers spent billions to determine consumers’ awareness of brands and their recall of television commercials. Now, with awareness of most brands a given and advertising money moving to new media, Madison Avenue is turning its focus to something called engagement.
What is this non-nuptial form of engagement? Dawn E. Hudson, president and chief executive of Pepsi-Cola North America, offered an example. In six weeks, Pepsi plans to begin an advertising and promotional campaign that will offer consumers customized ring tones for cellphones, which can be downloaded from the Internet with codes found under soft drink bottle caps.
“Whenever the phone rings, you’ll think you got that from Pepsi,” said Ms. Hudson, whose company is part of PepsiCo. That engagement with Pepsi products and that “depth of brand experience,” she said, is far superior to what can be achieved with a “quick, passing message” like a TV commercial.
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March 25, 2006 at 5:41 pm · Filed under News
2006 03 25
da LaStampa.it
La pubblicità più efficace, quella capace di condizionare maggiormente gli acquisti online, è presente su Yahoo. Google, il motore di ricerca più usato al mondo, si piazza invece solo al quarto posto. È il risultato di uno studio curato da BIGresearch, società di consulenza, tenendo conto di 15mila rilevazioni raccolte tra i consumatori su diversi settori che variano dall’elettronica all’abbigliamento fino ai servizi telefonici. Yahoo, in particolare, è al primo o al secondo posto in tutte le sottocategorie considerate, mentre, ritornato alla graduatoria generale, precede nell’ordine Msn di Microsoft e Aol della Time Warner. «Quando si considera l’impatto della pubblicità online sui singoli acquisti e non in termini generali, i risultati sono completamente diversi», spiega Joe Pilotta, vicepreisdente della BIGresearch. «Il vero segreto - osserva - è capire quali combinazioni possono migliorare l’efficacia della pubblicità su Internet».
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