Your blog can be worth as much as 150 million USD. Or maybe not. Here are the most valuable blogs and their valuations according to 247wallst ;
According to AlleyInsider Google’s paid clicks YTY growth on January and February 2008 are 0%, whereas Yahoo has a 5% YTY growth on February. Details can be reached at;
Technology management is not everybodys’ business. Strategy, insights and vision can make you king or clown. A good example on management missteps and how they can affect a company;
New and old definitions for advertising professionals;
Over the line
Above the line
Advertising using old high profile media such as television and newspapers.
Below the Line
Non-media advertising or promotion when no commission has been paid to the advertising agency.
Includes direct mail, point of sale displays, giveaways.
Google highlighted the latest news on search innovations. Featured speakers were; Marissa Mayer, VP of Search Products & User Experience; (on future of Search) Udi Manber, VP of Engineering (joined Google 15 months ago) Craig Silverstein, Technology Director (he was the first hired employee “number 1 Google Employee”).
20-25% of the queries we will see today we have never seen before “Search embodies the story of a nation’s development through many centuries, not only math.”
Special Tasks at Google: (if you are starting up a search engine keep those in mind)
Quality Evaluation Team – Extensive & Deep – every day we look at stats and more
Ranking Engineer –
Localization / Language differences Manager (Tristin)
Translation (Maureen) Search is not a solved problem, we are very far. (Yes, I konw very well – MS) Soon Google Opens the web universally – Very soon translation for 12 language – translation and results come in your language (transleted)
NEW Features: Contextual navigation links Univarsal navigation bar (availible within hours)
– Google Begins Move to Universal Search
– www.google.com/experimental Currently Timeline and map views (for all the new experiments on search, next week signing starts)
– Universal Search – ranking is challenging – normalization of video results, pic resuls, book results, etc.(for taaze.com, this is not an issue yet)
– Sergey Brin married to Anne Wojcicki last weekend in Bahamas.
I was fortunate to meet Axinom and their CMS (Contact Management System) system at 2006 CeBIT Hannover.
They have the right product and the right business model. They are the first solid firm to offer free license CMS with .NET infrastructure as far as I know.
If they can do a good web marketing campaign for their product, success seems to be a sure thing. I was introduced to their system by Johannes Jauch, one of the Managing Directors of Axinom. (By the way isn’t this interesting? Is this common in Germany, a company with multiple Managing Directors (or “Geschäftsführer” as German say)? I have no idea, but I think it is a great approach, at least for a software company to have double or even more Managing Directors.)
My first impression was very positive. Of course we need to develop at least one project with the product AxCMS to understand its real capacity. However, from my conversation with Herr Jauch, I feel sure this is the right product and the right company.
Viel Erfolg Johannes und Viel Erfolg Axinom
When designing marketing campaigns, some companies might think they are too small to care about the global consequences of their campaigns. Campaigns mostly focus first on the home turf because this is the first priority in marketing (especially for US firms).
Some companies might have the fate of residing in a large economic zone, but even for these companies world is a larger economy than their home country.
Something to be careful when designing a promotion on your website:
– Don’t think that all the people who are visiting your website are from your own country (if you don’t believe me, check your website statistics) If for example the campaign is only for US residents, mark it clearly in the advertisement of the campaign and also if people are filling long forms to enter to the campaign, don’t get their whole data and then tell them they are not eligible, this will piss them off
If you want to see, how you can mess it up, check Mobileplay campaign, that’s a good way of not doing it
One part of today’s marketing is involved with web marketing. And in web marketing, an understanding of Online Communities is very crucial. I summed some important issues together, so that corporate bloggers don’t end-up in the wrong territories.
Online Community 101
When someone enters into an online community (be it an e-group, a web forum, a bulletin board or a blog site), sometimes things might seem blurred.
In order to grasp what is going on, I first advise everyone to understand some common online community member types and some new marketing techniques. This terminology and the view point which comes with it is important. I hope it will be helpful for creating better online communities.
Some Common Online Community Member Types :
? Internet sock puppet
? Straw man sock puppet
? Meat Puppet
? Internet troll
? Online Bigot
Some Marketing Techniques related to Online Communities:
? Viral marketing
? Undercover / Stealth Marketing
Below you can find definitions of these from wikipedia.org:
Internet sock puppet
An Internet sock puppet is an additional account created by an existing member of an Internet community. This account allows them to pose as a completely different user, sometimes to manufacture the illusion of support in a vote or argument. Other reasons include a desire to support or vote on an issue coupled with a desire to have one’s “main” account stay away from the issue. This behaviour is sometimes seen as being dishonest by online communities and as a result these individuals are often labeled as trolls. This is often done on sites like eBay in order to bid on one’s own auctions, although eBay forbids the practice.
Another type of sock puppet is an account created by the manufacturer of a product or the author of a book for the sole purpose of recommending the product/book by posing as an enthusiastic consumer or reader (a crude attempt at do-it-yourself viral marketing).
Straw man sock puppet
Another type of sock puppet is sometimes referred to as a straw man sock puppet. They are created by users with one point of view, but act as though they have an opposing point of view, in order to make that point of view look bad. They will often make poor arguments which their opponents can then easily refute. This can allow them to essentially make straw man arguments. Such sock puppets thus become a personification of the straw man argument which their creators argue against. They often act unintelligent or uninformed, and may behave in an overtly bigoted manner. The effect is often to obfuscate the debate and prevent a serious discussion of the arguments from each side. Suspicion of such sock puppets is often harder to verify though, as there are often people who naturally behave in such a manner with the same effects.
A meat puppet is a variation of a sock puppet; a new internet community member account is created by another person at the request of a user solely for the purposes of influencing the community on a given issue or issues. While less overtly deceptive than sock puppetry, the effect of meat puppetry and sock puppetry on the community as a whole may be similar.
In Internet terminology, a troll is a person who posts inflammatory messages on the internet, such as on online discussion forums, to disrupt discussion or to upset its participants. It can also be used as a verb, meaning to post such messages, and “trolling” (the gerund) is also commonly used to describe the activity.
Self-proclaimed “trolls” may style themselves as devil’s advocates, gadflies or “culture jammers”, challenging the dominant discourse and assumptions of forum discussions in an attempt to break the status quo of groupthink the belief system that prevails in their absence.
The Troll culture seems to have gone beyond the vague Scandinavian mythological identification, and includes some elements of Celtic culture, including a sort of status for the more effective poets and rhetoricians among them. The “Wikipedia red faction” was a notable group of this sort, employing largely Marxist rhetoric. The Anarchopedia similarly employs some anarchist rhetoric, and seems to actively encourage self-identification and factional expression among trolls. To a lesser degree, so has consumerium.
The long history of trolling, and the strong support for anonymous and pseudonymous discourse on the Internet, suggests that the story of the “anonymous troll” is only beginning. Whether there can be a “culture” consisting of people who do not know each other, except through a common experience of being bounced from Internet forums, is questionable, but some do claim it is possible and already occurring.
There is strong evidence for this in the existence of forums that claim to exist specifically to support trolls and trolling, to exchange troll tips, and to identify targets that other trolls might fruitfully bait or debate.
Trolling culture is best observed in trolls, who do not know each other, working together. Because the common methods of creating inflammatory posts are well known, and a subject of jokes in many places on the Internet, it is sometimes possible for a troll to identify another troll at work. A troll, trolling another troll, often creates massive amounts of pretend drama between them that are taken seriously by non-troll observers (especially if they take sides). The end result is that the two trolls can work together to force a conversation to go off topic, or center a forum’s discussion around themselves, more effectively than on their own.
Nekama is a Japanese term used to describe a kind of internet sock puppet used on dating and personal sites. The word is a combination of netto (internet), and okama (an effeminate gay man; a male cross dresser), and means a man who posts a personal advertisement using a female identity.
Nekama range from the blatantly obvious, for example those using a photo scanned from a men’s magazine and a sexually provocative message, to the subtle and hard to spot. There are many Japanese web sites dealing with nekama and how to spot them. A web search for nekama in katakana on the Google search engine in October 2005 gave over three hundred and fifty thousand hits.
Nekama may be gay males, but this term also refers to heterosexuals who attempt to form friendships with females by pretending to be women, and people who simply enjoy tricking others.
A bigot is a prejudiced person who is intolerant of any opinions differing from their own. The origin of the word in English dates back to at least 1598, via Middle French, and started with the sense of religious hypocrite, especially a woman. Today, it is considered a synonym of narrow-minded.
Bigot is often used as pejorative term against a person who is obstinately devoted to his or her prejudices even when these prejudices are challenged or proven to be false, often engaging these prejudices in a rude and intolerant manner. Forms of bigotry may have a related ideology, like racism, religion, nationalism, and homophobia. Bigotry is not just intolerance, but rather extreme and unreasonable intolerance.
Viral marketing and viral advertising refer to marketing techniques that seek to exploit pre-existing social networks to produce exponential increases in brand awareness, through viral processes similar to the spread of an epidemic. It is word-of-mouth delivered and enhanced online; it harnesses the network effect of the Internet and can be very useful in reaching a large number of people rapidly.
Viral marketing is sometimes used to describe some sorts of Internet-based stealth marketing campaigns, including the use of blogs, seemingly amateur web sites, and other forms of astroturfing to create word of mouth for a new product or service. Often the ultimate goal of viral marketing campaigns is to generate media coverage via “offbeat” stories worth many times more than the campaigning company’s advertising budget.
The term “viral advertising” refers to the idea that people will pass on and share cool and entertaining content; this is often sponsored by a brand, which is looking to build awareness of a product or service. These viral commercials often take the form of funny video clips, or interactive Flash games, images, and even text.
Viral marketing is popular because of the ease of executing the marketing campaign, relative low-cost (compared to direct mail), good targeting, and the high and rapid response rate. The main strength of viral marketing is its ability to obtain a large number of interested people at a low cost. The main weakness is that sometimes messages can look like e-mail spam and this creates the risk of damaging the brand. The from and subject lines then become very important in order to remedy this problem (Tell-A-Friend principle); for example, when sending a link or webpage, sometimes the subject line is “(Name of person here) thought you would like this page”. The receiver will then recognize the name and know that it is not unsolicited.
The most difficult task for any company is to acquire and retain a large customer base, through the use of the internet and the effects of e-mail advertising the B2C efforts have a greater impact than many other tools of marketing. E-mail generates 15% of online sales in North America and is on the increase. Viral marketing is a technique that avoids the annoyance of spam mail; it encourages users of a specific product or service to tell a friend. This would be a positive word-of-mouth recommendation. One of the most successful perspectives found to achieve this customer base is the integrated marketing communication IMC perspective.
Undercover / Stealth Marketing
Undercover marketing is a subset of guerrilla marketing where the consumer doesn’t realize they’re being marketed to. For example, a marketing company might pay an actor or socially adept person to use a certain product visibly and convincingly in locations where target consumers congregate. While there, the actor will also talk up their product to people they befriend in that location, even handing out samples if it is economically feasible. The actor will often be able to sell consumers on their product without those consumers even noticing it.
Undercover marketing is also know as buzz marketing, stealth marketing, or (by its detractors) roach baiting.
The goal of any undercover campaign is to generate buzz. Spontaneous word of mouth, or buzz, is free, can reach consumers isolated from all other media, and unlike conventional media, consumers tend to trust it. Marketers find it very hard to predict buzz let alone generate it on demand. However when it works, undercover marketing does exactly that: an ideal consumer from the example above will not only begin using that product themselves, but will also tell their friends about it, inciting a planned viral marketing campaign that looks spontaneous.
It is the consumer’s sense that this recommendation was spontaneous and unsolicited, and the resulting feeling that “one good turn deserves another”, that drives the buzz. So, the “bought and paid for” aspect of the transaction must remain hidden. Overall, the person doing the marketing must look and sound like a peer of their target audience without any ulterior motive for endorsing the product employees of the company cannot do undercover marketing, nor can celebrities (except possibly to other celebrities).
If marketers fail to hide their vested interest in selling a product, they run considerable risk of backlash. Cases where consumers have found out they have been manipulated into liking the product, they generally become angry at the marketer (and by association that product) over being misled. This indignation has lead some to apply more derogatory names to undercover marketing, such as roach baiting, likening the products marketed this way to poison. In some cases, the amount of buzz generated by a failed campaign can exceed that of a successful one, only with the opposite of the desired result.
When targeting consumers known to be consistent Internet users, undercover marketers have taken a significant interest in leveraging Internet chat rooms and forums. In these settings, people tend to perceive everyone as peers, the semi-anonymity reduces the risk of being found out, and one marketer can personally influence a large number of people. During the dot com boom at the turn of the century, stock promoters frequently used chat rooms to create a buzz and drive up the price of a stock.
Whatever the risks, undercover marketing only requires a small investment for a large potential pay off. It remains a cheap and effective way of generating buzz, especially in markets such as Tobacco and alcohol where media-savvy target consumers have become increasingly resistant or inaccessible to other forms of advertising.
Some development ideas for Google Adwords System (I know you guys are trying to improve).
Campaign & Adgroups should have memo fields or blogs for data entry (I want to write some notes for myself and for my colleagues there, these will be also useful for you to understand, how we are using the system I am OK with Google reading those notes, but maybe some people won’t like it)
There should be an automatic log (with datestamp) of what I have changed in Edit Campaign Settings (Guys, check the Plaxo system for address changes)
You should be able to deactivate keywords (instead of deleting)
You should be able to export everything to excel (not using the reports but directly form the campaign management tab)
Today I heard the tracking system or the Web analytics will be updated with the help of the Urchin system. I assume this is good news.
You should be able to pay with your Adsense earnings. Shouldn’t be the both systems integrated ( I am sure you are working on it) Anyway till the integration is complete you should at least use Paypal or similar payment systems.
I have many more, but I guess I have to add them later, So long.
Payments should be made by Paypal (or similar services)
A really key issue for international revenue growth. On top of that not fixing this issue will soon hurt Google in international markets really badly (not only missed revenue but missed business opportunity). I am sure Google is aware of the first mover advantages on online marketing revenues, it enjoys in US. The game might not be the same unless Google wisens up internationally and starts to move faster.
One should be able to use his/her earnings of Adsense on Adwords accounts.
(Shouldn’t be the both systems integrated? I am sure you are working on it, but be faster.)
Anyway till the integration is complete you should use at least Paypal or similar payment systems for the earnings.
Finally, Google Turkey is established
We have been trying to promote Google Adwords in Turkey for the last three years without the help of the company being present in Turkey.
We welcome the opening of Google Turkey istanbul office and are eagerly waiting for the announcements to follow.
With a seed capital of 5,000 YTL and top managers; George Reyes and David C. on paper Google said hello to the Turkish business world.
David usually helps in legal matters and therefore he and George Reyes are on the books, however, it is expected that Nikesh Arora VP of European Operations to hold a more hands on role at establishing Google Turkey.
Google still did not verify the establishment of the Google Turkey Office, so wait for the announcements.
Google learned where the money is in Advertising industry. So they are also getting into media planning, and are buying bulk offline advertisement. The test started with Sept. 6 issue of PC magazine.
There is a huge profit opportunity in this business for Google. They have the scale and the right connections for getting into this business. They also have half of the business know-how necessary for this business. The selling of offline advertisement is not an entirely new business for Google, but buying offline advertisement is going to be a new challenge and will require a different business line and mind.
When you focus on US the job might be easier, but when you look at the increasing international revenue, there are a lot of scale and culture issues involved in this.
So the big chunk of challenge will be on Nikesh Arora and his team of European Managers. Of course the Far East market, especially with stronger competitors like Baidu, will have its own challenges. Sheryl Sandberg, Sukhinder Cassidy and Norio Murakami have also challenges waiting for them.
My only concern is if Google can put the necessary focus and commitment to this test. With a lot of new services, and building a global organization on the agenda, it must be hard for Google to put quality managers time and focus on this issue.
I think this was a great idea and hope the test will be successful.
Good luck Eric Schmidt, Larry Page, Sergey Brin, and the rest of the team. I am glad a company like Google is entering in such a margin rich sector. I believe it will be both good for quality content providers and also for offline advertisement buyers (not to mention the end users).