What is online reputation management? It is what marketers and public relations pros used to call crisis management. Frequently being called "online reputation management" today, MarCom started seeing this challenge back around 2005. It was when many chief executive officers started seeing negative listings, comments or articles about them and/or their company’s products and services on the Internet.
Back then, about ten years ago, marketers spent their time training executives in major corporations on how to handle a crisis, but when the worldwide Web was born,things changed. And today, social media channels like Twitter or Facebook, a crisis can travel at the speed of light, and potentially put a company out of business overnight.
In those days CEOs and many company officers unwittingly responded to people in blogs or news forums and to journalists online – and often times their comments were perceived in a negative way. If anyone anywhere online would say bad things about a CEO or their company and products online, it showed up on page one of the search engines when the CEO's name and his company was searched for online. These kinds of complaints or bad reviews that were showing up in a search meant a loss of revenues, and in some cases, lost businesses period.
These days, most CEOs know better than to say bad things online. The problem being that anything you write on the worldwide Web remains on the worldwide Web. Reputation management services promise to highlight positive pages and bury offending sites deep in search results. Most reputation services work by tracking what's written about a client on the Web, then doing search engine optimization (SEO) and promoting the positive pages, thereby pushing damaging references off the first pages of search results.
Even worse, if you EVER had a bad rap sheet from a prior crime or offence that shows up on the Internet. In one case, a book was written about a group of men that were sent to jail for a crime. That book was reviewed in a national business magazine, and to this day it remains engrained on page one of Google and the Internet, mug shots and all. The bigger the website with a negative listing, the harder it is and longer it takes to remove it.
Today this is known as "reputation management" -- a job that typically falls upon marketing and PR people to make what these CEOs said vanish. Five years ago it only took a couple of months to “bury” negative comments online because Google was less sophisticated and there was less content out there. But then it all depends on the business category. Some categories have more content posted on the Web than others. As just one example, optimizing for "purple hearts" is going to be easier than "wireless technology" becaus therer is less out there about purple hearts.
Therefore, online reputation management was born to deal with a businessman, celebrity, or a politician's negative listings. In addition to using basic public relations strategies, SEO and link building became the way to solve these challenges.
The marketing and SEO firm must determine the new key messages for use online. Then they will use these optimum key words in all written content online and offline. That includes website copy, press materials, and optimized press releases that are posted on electronic wire services; syndicated articles for the Web; blogs and newsletters. And nowadays, we also use Facebook, Twitter and bookmark sites like DIGG, and Stumble Upon, to create links back to the client’s website pages with relevant content.
Within weeks negative listings will start to be pushed back off of Google’s first page, and by three to six months a company’s ranking by the search engines should be showing a significant increase in organic listings based on the key words used, and the negative listings will be pushed down on the pages of the se4arch engines, although they may never be completely gone.
Reputation management services have become mainstream because of the growth online. What took a couple of months to "fix" an issue in years past now takes more time, and a bigger team. We have trained and put people in place globally to assist in this effort. And since we have managed online reputation strategies for other clients too.
Today we use bigger teams to create more links faster, along with newer more sophisticated (and time consuming) tactics like short optimized video postings on YouTube, the syndication of many optimized content articles, and an array of interlinked websites and social media marketing platforms to create RSS mashups, hubspots, and a synergistic approach for moving negative listings back to the back pages on the Web.
Showing posts with label los angeles search engine optimization. Show all posts
Showing posts with label los angeles search engine optimization. Show all posts
Monday, August 16, 2010
Monday, November 30, 2009
The Paradign Shift in Online Marketing
We are in the earliest stages of a massive paradigm shift among the corporate world and our institutions - and it is all being driven by social media marketing and the Web.
Ie seems like social networking has been tagged as a better way to work. Many experts agree it will become an essential utility to do business, so the faster businesses use social media tools, the better they will do in the New Year. But if your website isn't optimized properly for the search engines, it won't help you on your Google rankings.
In the past, we didn't necessarily think that Twitter was a great of a corporate tool as other networks like Facebook. But now we can see, that both have their places - especially with re-Tweeting capabilities, and tiny urls which fit the 140 character format. We have set up corporate accounts and ghostblog, ghostTwitter, and have corporate fan pages for all of our clients. We also do corporate social bookmarking of content that we write and post all over the Web in spots like DIGG, StumbleUpon, and others.
Our clients' YouTube videos are a smashing success. Check out www.YouTube.com/Bioidenticals where we have more than 90 videos for client T.S. Wiley, who sells the Wiley Protocol bioidenticals. The fact is, all of these online social media marketing tools are great for content building and linking back to websites, which ultimately gives you first page results in the search engines. But you must know how to link properly.
The 2010 New Year - some time in January with a national roll-out - is when Caffeine launches, a next-generation architecture for Google's web search. So far we are seeing great results for our clients rankings with the Beta version.
What's more, Google's Social Search is a new program that integrates content from a user’s social network into their search results so they can easily find relevant blogs, reviews and other information from within their own social networking groups.
If there's relevant web content written by people in your circle when you sign into Google, it will show up at the bottom of your search results under an area called "Results from people in your social circle." This means that search marketing is going to become more targeted to individuals, as people seriously organize into groups and communities on the Web. It is also becomming more localized.
Overall, today people just want direct communication with the brands, products and services they like and uchoose to use. People want messages that address their individual needs, even if it is only 140 characters in Twitter.
The era of mo more mass marketing is over.
Call Los Angeles SEO company, MarCom New Media at 323.650.2838 for more information on how we can help your business.
Ie seems like social networking has been tagged as a better way to work. Many experts agree it will become an essential utility to do business, so the faster businesses use social media tools, the better they will do in the New Year. But if your website isn't optimized properly for the search engines, it won't help you on your Google rankings.
In the past, we didn't necessarily think that Twitter was a great of a corporate tool as other networks like Facebook. But now we can see, that both have their places - especially with re-Tweeting capabilities, and tiny urls which fit the 140 character format. We have set up corporate accounts and ghostblog, ghostTwitter, and have corporate fan pages for all of our clients. We also do corporate social bookmarking of content that we write and post all over the Web in spots like DIGG, StumbleUpon, and others.
Our clients' YouTube videos are a smashing success. Check out www.YouTube.com/Bioidenticals where we have more than 90 videos for client T.S. Wiley, who sells the Wiley Protocol bioidenticals. The fact is, all of these online social media marketing tools are great for content building and linking back to websites, which ultimately gives you first page results in the search engines. But you must know how to link properly.
The 2010 New Year - some time in January with a national roll-out - is when Caffeine launches, a next-generation architecture for Google's web search. So far we are seeing great results for our clients rankings with the Beta version.
What's more, Google's Social Search is a new program that integrates content from a user’s social network into their search results so they can easily find relevant blogs, reviews and other information from within their own social networking groups.
If there's relevant web content written by people in your circle when you sign into Google, it will show up at the bottom of your search results under an area called "Results from people in your social circle." This means that search marketing is going to become more targeted to individuals, as people seriously organize into groups and communities on the Web. It is also becomming more localized.
Overall, today people just want direct communication with the brands, products and services they like and uchoose to use. People want messages that address their individual needs, even if it is only 140 characters in Twitter.
The era of mo more mass marketing is over.
Call Los Angeles SEO company, MarCom New Media at 323.650.2838 for more information on how we can help your business.
Tuesday, June 16, 2009
Link Building Strategies are Critical to SEO
Search Engine Optimization (SEO) practices have been defined and now companies are competing for visibility within the organic search listings on the Internet. Three years ago it took a couple of months to be optimized; today it is closer to six to eight months. Why? Because so many companies are finally trying to get optimized, and the search engines need time to put them in place. New websites typically spend a month in the Google sandbox, before they are recognized.
Link building strategies are critical to the success of a website’s optimization. Link building provides links using your keywords to various pages on your website, so that the search engines will give the site a higher ranking, and so people using search terms and phrases will be more likely to find your site.
Social media marketing practitioners like MarOm New Media uses various tactics including building links to your site in relevant blogs, photo sites, social media networks, newswires, and directories. If you have short podcasts (audio) or videos, these can also be added to YouTube, and we also syndicate them to hundreds of other video sites. MarCom has completed the Bioidenticals Network on YouTube, for example, for our client The Wiley Protocol, for whom we have filmed, edited, produced, and syndicated more than 42 videos thus far.
Additionally you will find that there are other strategies including ghost blogging, forum posts, and bookmarking on social media networks, all of which provide linking opportunities. Bookmarking means adding content via a button, "add to del.icio.us," for example. You can also submit white papers, or relevant articles to other relevant sites to get your content out there. This way others can create what the industry has dubbed "mashups" to drive traffic back to your website.
MarCom has recently developed some ingenious three way linking strategies for MarCom clients that we'll be launching before July. Hiont: It is named "Billboard Mama."
Link building strategies are critical to the success of a website’s optimization. Link building provides links using your keywords to various pages on your website, so that the search engines will give the site a higher ranking, and so people using search terms and phrases will be more likely to find your site.
Social media marketing practitioners like MarOm New Media uses various tactics including building links to your site in relevant blogs, photo sites, social media networks, newswires, and directories. If you have short podcasts (audio) or videos, these can also be added to YouTube, and we also syndicate them to hundreds of other video sites. MarCom has completed the Bioidenticals Network on YouTube, for example, for our client The Wiley Protocol, for whom we have filmed, edited, produced, and syndicated more than 42 videos thus far.
Additionally you will find that there are other strategies including ghost blogging, forum posts, and bookmarking on social media networks, all of which provide linking opportunities. Bookmarking means adding content via a button, "add to del.icio.us," for example. You can also submit white papers, or relevant articles to other relevant sites to get your content out there. This way others can create what the industry has dubbed "mashups" to drive traffic back to your website.
MarCom has recently developed some ingenious three way linking strategies for MarCom clients that we'll be launching before July. Hiont: It is named "Billboard Mama."
Monday, April 27, 2009
Join me to Use Social Media on Twitter, Facebook, My Space and More
As a Los Angeles social media marketing consultant, it has been interesting to experiment around with all of the new social media marketing mediums -- the convergence of marketing, advertising and PR on the Web. I do SMM every day for our MarCom New Media clients, including ghostwriting blogs like this one on invoice factoring for Interface Financial, writing articles and syndicated them over the Internet, writing optimized releases and pitch letters, bookmarking content in DIGG and distributing content over RSS feeds. When I pitch the media via email I use pitch letters with embedded videos.
Social Media Marketing for B2B has gotten a bad rap. But I make sure we use podcasts embedded, plus images of their latest products and services. Once our social media press releases are posted on the Internet, via Marketwire, they quickly show up in Yahoo and Google News,l SMM requires every bit as much of a professional to manage, as marketing, PR or corporate communications has always required.
Today, only about 10 to 15 percent of marketers nationwide are doing SMM, according to guru Paul Gillin who wrote a book called The New Influencers. The purpose of SMM is to engage with enthusiasts and existing customers in interactive communities in order to drive more traffic and sales.
If you have not already, start experimenting with blogs, online video, podcasts, corporate communities and public networks. In fact, social networks were only beginning to gain traction in the spring of 2007. Memberships are in the hundreds of millions.
Getting on the first page of the Google listings takes a searc engine optimization (SEO) company like MarCom, who spends months getting our clients ranked on the top of the search engines. Check out our Los Angeles SEO Successes
Social Media Marketing for B2B has gotten a bad rap. But I make sure we use podcasts embedded, plus images of their latest products and services. Once our social media press releases are posted on the Internet, via Marketwire, they quickly show up in Yahoo and Google News,l SMM requires every bit as much of a professional to manage, as marketing, PR or corporate communications has always required.
Today, only about 10 to 15 percent of marketers nationwide are doing SMM, according to guru Paul Gillin who wrote a book called The New Influencers. The purpose of SMM is to engage with enthusiasts and existing customers in interactive communities in order to drive more traffic and sales.
If you have not already, start experimenting with blogs, online video, podcasts, corporate communities and public networks. In fact, social networks were only beginning to gain traction in the spring of 2007. Memberships are in the hundreds of millions.
Getting on the first page of the Google listings takes a searc engine optimization (SEO) company like MarCom, who spends months getting our clients ranked on the top of the search engines. Check out our Los Angeles SEO Successes
Friday, April 17, 2009
Onsite Search Optimization Tips
Here are some tips for what NOT to do on your website if you want to attract customers. Never use Flash splash screens. Google and the search engines cannot read it, so Flash is not good for Search Engine Optimization (SEO) results. Embedded Flash is OK to use, but if your home page is a Flash splash screen with no text, the search engines simply won't see it.
As a Los Angeles search engine optimization consultants, we see everything, and mostly we see that website designers do more harm than good when they say they know how to SEO a website. Usually this is just not the case. Good SEO is also all about content... content... content. Make sure there is plenty of content on your website. Nice designs, photos and no content will not help your SEO results, period.
Meta, Title and Description tags are very important. You may have seen some websites where it says "new page" in the browser? That is because the website designer did not put a title tag on the page. A short message with a key word that describes your site in the Description tag is essential so your customers will click through to your site when potential customers see your site's listing.
Never use repeat Title and Description tags. Website pages should each be unique with a theme for key words or phrases for each page. Make your Title and Description tags match the content for one of the keywords per page. You can't optimize one single page for many different key words.
Do not use text as an image. Some sites have text and images combined into a jpg or gif image, so you can't select the text with your cursor. If a search engine can't find any searchable text, you will not get SEO results. Also don't make any headlines into gif images, because they should be text with a key word in it.
Local businesses don't need national SEO. A cigar store in Pasadena does not need to optimize for the national or global market. Customers must live nearby. MarCom had a client like this, so we optimized them for Pasadena Cigar stores. It worked. Now it would have been different if they had an online cigar store.
For those of you who need some more help with your search engine optimization visit our website at http://www.marcomnewmedia.com/
As a Los Angeles search engine optimization consultants, we see everything, and mostly we see that website designers do more harm than good when they say they know how to SEO a website. Usually this is just not the case. Good SEO is also all about content... content... content. Make sure there is plenty of content on your website. Nice designs, photos and no content will not help your SEO results, period.
Meta, Title and Description tags are very important. You may have seen some websites where it says "new page" in the browser? That is because the website designer did not put a title tag on the page. A short message with a key word that describes your site in the Description tag is essential so your customers will click through to your site when potential customers see your site's listing.
Never use repeat Title and Description tags. Website pages should each be unique with a theme for key words or phrases for each page. Make your Title and Description tags match the content for one of the keywords per page. You can't optimize one single page for many different key words.
Do not use text as an image. Some sites have text and images combined into a jpg or gif image, so you can't select the text with your cursor. If a search engine can't find any searchable text, you will not get SEO results. Also don't make any headlines into gif images, because they should be text with a key word in it.
Local businesses don't need national SEO. A cigar store in Pasadena does not need to optimize for the national or global market. Customers must live nearby. MarCom had a client like this, so we optimized them for Pasadena Cigar stores. It worked. Now it would have been different if they had an online cigar store.
For those of you who need some more help with your search engine optimization visit our website at http://www.marcomnewmedia.com/
Tuesday, March 31, 2009
The MarCom New Media Search Engine Marketing Audit
MarCom is no doubt, one of just a few cutting edge social media marketing firms in Los Angeles, and we are always getting leads for companies that have no clue about what their online marketing needs are or should be. Many people believe their web designers, or programmers, who often times "think" they know how to do search engine optimization (SEO). Our experience almost every time is that companies are NOT well optimized. if anything, webd esigners can do more damage than good when it comes to advising about SEO.
In order to help a company determine what they need to do insofar as SEO and SMM, MarCom has been also been conducting search engine optimization audits for companies. We just did one for client, ExpenseWatch.
Here's what our basic statement of work for an audit looks like. First we research and determine the keywords associated with your company's products or services that are most likely to achieve high search-engine rankings. Next we recommended a keyword strategy with the top SEO words and phrases and make suggestions to map the keywords to specific website pages, as well as how these words relate to competitive websites. You'll get a very comprehensive spreadsheet with this data.
Next MarCom conducts an audit of your current SEO and SEM and then provides recommendations for improving both. The audit reviews website content and offers suggestions for how to repackage pages and add to them. The navigation of the site is reviewed. In some cases we can provide a formula for your website Meta, title and description tags but it's often just easier for us to be hired to implement them.
The audit will also include your competitor activities, site visitor information, Google Adwords spends and organic search results. MarCom also recommends analytics or measurement tools and provides tips to analyze data. If your company already has a Google Adwords program, we'll review it (once you give us access) and provide tips for budgeting, improvements in the campaigns and we'll analyze their results. One of our clients was spending $28k per month. They are now down to around $7k per month thanks to our work. We weaned them off of Google Adword spending and improved their search engine results so they tripled their leads. We saved big marketing dollars.
In summary, many companies are able to leverage their existing content and outside websites already linking to them by using best of breed Search Engine Optimization (SEO) tactics. These include adding individual, relevant title tags, description tags, and where applicable, alt image tags to the website. But for others, we recommend our three phase approach: 1) Onsite optimization. 2) Offsite Optimization, and 3) Linking strategies and Social Media Marketing.
In order to help a company determine what they need to do insofar as SEO and SMM, MarCom has been also been conducting search engine optimization audits for companies. We just did one for client, ExpenseWatch.
Here's what our basic statement of work for an audit looks like. First we research and determine the keywords associated with your company's products or services that are most likely to achieve high search-engine rankings. Next we recommended a keyword strategy with the top SEO words and phrases and make suggestions to map the keywords to specific website pages, as well as how these words relate to competitive websites. You'll get a very comprehensive spreadsheet with this data.
Next MarCom conducts an audit of your current SEO and SEM and then provides recommendations for improving both. The audit reviews website content and offers suggestions for how to repackage pages and add to them. The navigation of the site is reviewed. In some cases we can provide a formula for your website Meta, title and description tags but it's often just easier for us to be hired to implement them.
The audit will also include your competitor activities, site visitor information, Google Adwords spends and organic search results. MarCom also recommends analytics or measurement tools and provides tips to analyze data. If your company already has a Google Adwords program, we'll review it (once you give us access) and provide tips for budgeting, improvements in the campaigns and we'll analyze their results. One of our clients was spending $28k per month. They are now down to around $7k per month thanks to our work. We weaned them off of Google Adword spending and improved their search engine results so they tripled their leads. We saved big marketing dollars.
In summary, many companies are able to leverage their existing content and outside websites already linking to them by using best of breed Search Engine Optimization (SEO) tactics. These include adding individual, relevant title tags, description tags, and where applicable, alt image tags to the website. But for others, we recommend our three phase approach: 1) Onsite optimization. 2) Offsite Optimization, and 3) Linking strategies and Social Media Marketing.
Monday, March 16, 2009
Email Marketing Report in From Forrester
According to a March 13, 2009 alert from Forrester, a report entitled, "Optimizing Email Marketing In An Economic Slowdown And Its Impact On Vendor Selection," by David Daniels
with Lauren Jesuitus, Corina Matiesanu, Dave Frankland and Emily Murphy, makes it clear we need to take heed. Following is an excerpt from that document. Marcom New Media, a Los Angeles Internet marketing company, believes that Forrester reports are a good indicator of the marketing marketplace.
"The current economic environment puts increased pressure on email marketers against which they must adjust their practices and strategies. A July 2008 JupiterResearch/Clickz survey of 286 email marketing executives reveals classic challenges of constrained staffing resources and data integration challenges. Driven by staffing challenges and the need to drive further cost efficiencies, 24% of marketers plan on switching their email service providers (ESPs) over the next 12 months. Email Marketers will need to quickly respond to changing consumer communication patterns and social marketing opportunities and must prioritize tactics to create efficiencies within their email marketing practices, such as improved use of targeting, leveraging automation and customer generated content as well as removing non-responsive subscribers from ongoing mailings."
with Lauren Jesuitus, Corina Matiesanu, Dave Frankland and Emily Murphy, makes it clear we need to take heed. Following is an excerpt from that document. Marcom New Media, a Los Angeles Internet marketing company, believes that Forrester reports are a good indicator of the marketing marketplace.
"The current economic environment puts increased pressure on email marketers against which they must adjust their practices and strategies. A July 2008 JupiterResearch/Clickz survey of 286 email marketing executives reveals classic challenges of constrained staffing resources and data integration challenges. Driven by staffing challenges and the need to drive further cost efficiencies, 24% of marketers plan on switching their email service providers (ESPs) over the next 12 months. Email Marketers will need to quickly respond to changing consumer communication patterns and social marketing opportunities and must prioritize tactics to create efficiencies within their email marketing practices, such as improved use of targeting, leveraging automation and customer generated content as well as removing non-responsive subscribers from ongoing mailings."
Friday, February 27, 2009
The Future - 2009 Marketing Trends
-In case you are wondering, or curious, the outlook for 2009 advertising remains pretty upbeat for certain types of online media and marketing - including search, video and multicultural initiatives. However, traditional media and some social networks can expect to face serious difficulties going forward, says eMarketer.
Here are that firm's key trends for 2009:
1. Marketers will continue to stretch their budgets by making use of cost-efficient online ad placements. In addition to the Internet’s accountability and targeting, which permit more-focused media buys, lower prices for most display ads and less competition for many search keywords will make online a buyers’ market.
2. Search Marketing Remains Recession-Resistant: While search marketing is not recession-proof, it is recession-resistant, with estimated spending growth in 2009 at 14.9%, to $12.3 billion.
The reasons for search’s strength:
Search is highly measurable and will help retain many budgets and increase some others, as advertisers look for secure and effective marketing methods to combat the fear inherent in an economic meltdown.
Consumers who monetize search ads by deciding whether or not to click, will be both taking money off the table (by shopping less) and putting money back on the table (by searching for deals).
Search advertising will grow less in 2009 than in any previous year. Its inherent strength means greater spending gains than for any other major form of advertising, whether online or through traditional media.
3. Video Ad Spending Will Run Counter to Economic Trends: Video ad spending growth will run counter to overall economic developments, rising by 45 percent in 2009 to reach $850 million.
Check out these two key factors: First, the sharp escalation of professional video content on the web — coming mainly from TV networks — is creating a viable base for brand marketers. Second, even though most advertisers are increasingly cautious with their budgets, they still need to reach online audiences, and woo their shrinking wallets, with messages that reach their hearts and minds. This should add up to more video, according to eMarketer.
4. Social Network Shakeout: With US ad revenue growth slowing, smaller and niche social networks will have a tough time gaining traction and several may close down or be acquired by larger players. In addition, marketers that have built standalone social networks tied to their brands will either shutter them or migrate them to existing social network platforms where they can reach a broader audience.
5. New Revenue Streams for Social Networks: E-commerce will be a growing revenue stream for social network sites. Expect both MySpace and Facebook to enhance their self-serve advertising systems to allow consumers and businesses to buy and sell real-world goods and services. Facebook, already a de facto business networking site because of the number of businesspeople who use it, will develop ad programs aimed at B2B companies. This will directly affect LinkedIn.
6. E-Commerce Sales Growth From Existing Online Buyers: Online retail sales (excluding travel) will grow by only 4% in 2009—the first full year to feel the impact of the economic crisis. Over the long term, online sales growth has been on a downward slope as the number of online buyers approaches saturation. So, the economy accentuates an existing trend. Most retail e-commerce sales growth in the future will come from increased spending by current online buyers.
7. Seismic Shift in TV Ad Sales: US TV ad spending will decline 4.2% to $66.9 billion in 2009. This precipitous drop in spending reflects not only expectations of a continued poor economy but a seismic shift in the way television advertising is bought and sold, eMarketer said.
Like other traditional media, TV advertising was already suffering, and now the climate will be even tougher. Fragmentation on TV and declines in viewership have made it more difficult for advertisers to reach audiences. Broadcasters will be pressed to redefine their businesses in an increasingly digital world. They will focus on expanding programming to the online realm and will continue to test business models.
8. Newspaper Companies to Become Casualties: Newspaper advertising will decline in 2009 more than any other medium. Industry-wide cutbacks will continue, and there will be some consolidation, while firms will be forced to undertake drastic measures to stay afloat. The industry was limping before the recession and the market can expect more newspaper companies to become casualties.
9. User-Generated Content Aggregation: With so much user-generated media populating the web and mobile channels, content aggregation will become more important than ever. In 2009, expect to see the emergence of real-time aggregation tools that combine algorithmic approaches with human input. These aggregation tools will develop from the ground up, much like the content itself.
10. Multicultural Marketing Will Gain Intensity Online: Although white Americans make up about 70% of the US internet population, more and more African-Americans and Hispanics are going online through their PCs and their mobile phones. Marketers will follow, targeting these segments with language and culture-specific messages, which will evolve from their general-market campaigns.
Here are that firm's key trends for 2009:
1. Marketers will continue to stretch their budgets by making use of cost-efficient online ad placements. In addition to the Internet’s accountability and targeting, which permit more-focused media buys, lower prices for most display ads and less competition for many search keywords will make online a buyers’ market.
2. Search Marketing Remains Recession-Resistant: While search marketing is not recession-proof, it is recession-resistant, with estimated spending growth in 2009 at 14.9%, to $12.3 billion.
The reasons for search’s strength:
Search is highly measurable and will help retain many budgets and increase some others, as advertisers look for secure and effective marketing methods to combat the fear inherent in an economic meltdown.
Consumers who monetize search ads by deciding whether or not to click, will be both taking money off the table (by shopping less) and putting money back on the table (by searching for deals).
Search advertising will grow less in 2009 than in any previous year. Its inherent strength means greater spending gains than for any other major form of advertising, whether online or through traditional media.
3. Video Ad Spending Will Run Counter to Economic Trends: Video ad spending growth will run counter to overall economic developments, rising by 45 percent in 2009 to reach $850 million.
Check out these two key factors: First, the sharp escalation of professional video content on the web — coming mainly from TV networks — is creating a viable base for brand marketers. Second, even though most advertisers are increasingly cautious with their budgets, they still need to reach online audiences, and woo their shrinking wallets, with messages that reach their hearts and minds. This should add up to more video, according to eMarketer.
4. Social Network Shakeout: With US ad revenue growth slowing, smaller and niche social networks will have a tough time gaining traction and several may close down or be acquired by larger players. In addition, marketers that have built standalone social networks tied to their brands will either shutter them or migrate them to existing social network platforms where they can reach a broader audience.
5. New Revenue Streams for Social Networks: E-commerce will be a growing revenue stream for social network sites. Expect both MySpace and Facebook to enhance their self-serve advertising systems to allow consumers and businesses to buy and sell real-world goods and services. Facebook, already a de facto business networking site because of the number of businesspeople who use it, will develop ad programs aimed at B2B companies. This will directly affect LinkedIn.
6. E-Commerce Sales Growth From Existing Online Buyers: Online retail sales (excluding travel) will grow by only 4% in 2009—the first full year to feel the impact of the economic crisis. Over the long term, online sales growth has been on a downward slope as the number of online buyers approaches saturation. So, the economy accentuates an existing trend. Most retail e-commerce sales growth in the future will come from increased spending by current online buyers.
7. Seismic Shift in TV Ad Sales: US TV ad spending will decline 4.2% to $66.9 billion in 2009. This precipitous drop in spending reflects not only expectations of a continued poor economy but a seismic shift in the way television advertising is bought and sold, eMarketer said.
Like other traditional media, TV advertising was already suffering, and now the climate will be even tougher. Fragmentation on TV and declines in viewership have made it more difficult for advertisers to reach audiences. Broadcasters will be pressed to redefine their businesses in an increasingly digital world. They will focus on expanding programming to the online realm and will continue to test business models.
8. Newspaper Companies to Become Casualties: Newspaper advertising will decline in 2009 more than any other medium. Industry-wide cutbacks will continue, and there will be some consolidation, while firms will be forced to undertake drastic measures to stay afloat. The industry was limping before the recession and the market can expect more newspaper companies to become casualties.
9. User-Generated Content Aggregation: With so much user-generated media populating the web and mobile channels, content aggregation will become more important than ever. In 2009, expect to see the emergence of real-time aggregation tools that combine algorithmic approaches with human input. These aggregation tools will develop from the ground up, much like the content itself.
10. Multicultural Marketing Will Gain Intensity Online: Although white Americans make up about 70% of the US internet population, more and more African-Americans and Hispanics are going online through their PCs and their mobile phones. Marketers will follow, targeting these segments with language and culture-specific messages, which will evolve from their general-market campaigns.
Monday, January 12, 2009
eMarketer's Online Predictions for 2009: Multicultural Ramp Up
This just out ... According to eMarketer, traditional media will suffer in 2009, with more print media going out of business, while online media's future looks bright, including search engine optimization, online video, and social media marketing.
They also mentioned something called multicultural initiatives - which will gain intensity. What is this? "Since white Americans make up about 70 percent of the US Internet population, more and more African-Americans and Hispanics are going online through their PCs and their mobile phones, therefore marketers will follow, targeting these segments with language and culture-specific messages, which will evolve from their general-market campaigns." (Source: eMarketer)
Aside from that, today's Internet is a buyer's market with search engine marketing remaining recession-proof, at an estimated growth of 14.9 percent in 2009 up to $12.3 billion.
Key trends include video advertising spending which is projected to go up 45 percent to $850 million. Just watch the escalation of videos online. MarCom is set up to do our next video campaign for the Wiley Protocol this Sunday. We're interviewing doctors attending her Two Days Back on Earth CME seminar on environmental endocrinology.
Web 2.0 from all our sources is on shaky ground, and MarCom's online guru, Mike Keesling, says it will not go away, but it's reached its peak potential insofar as SEO factors. This is where the youth market is and the referral value is still here.
The main issues this year for businesses with websites are twofold: Are you optimized and do you have good original content? What does that mean per Google's manifesto? You need the correct tags on your Web pages, plus 300 to 400 words of original (and optimized) content on each page.
We can show you how to do do this consistently, how to optimize your tags and do off site optimization and link back strategies. We can teach you how to do it yourself, or we can do it. It is not rocket science but in 2009 you have to do it. Most vulnerable are those who use CMS programs, which for the most part are terrible for SEO.
They also mentioned something called multicultural initiatives - which will gain intensity. What is this? "Since white Americans make up about 70 percent of the US Internet population, more and more African-Americans and Hispanics are going online through their PCs and their mobile phones, therefore marketers will follow, targeting these segments with language and culture-specific messages, which will evolve from their general-market campaigns." (Source: eMarketer)
Aside from that, today's Internet is a buyer's market with search engine marketing remaining recession-proof, at an estimated growth of 14.9 percent in 2009 up to $12.3 billion.
Key trends include video advertising spending which is projected to go up 45 percent to $850 million. Just watch the escalation of videos online. MarCom is set up to do our next video campaign for the Wiley Protocol this Sunday. We're interviewing doctors attending her Two Days Back on Earth CME seminar on environmental endocrinology.Web 2.0 from all our sources is on shaky ground, and MarCom's online guru, Mike Keesling, says it will not go away, but it's reached its peak potential insofar as SEO factors. This is where the youth market is and the referral value is still here.
The main issues this year for businesses with websites are twofold: Are you optimized and do you have good original content? What does that mean per Google's manifesto? You need the correct tags on your Web pages, plus 300 to 400 words of original (and optimized) content on each page.
We can show you how to do do this consistently, how to optimize your tags and do off site optimization and link back strategies. We can teach you how to do it yourself, or we can do it. It is not rocket science but in 2009 you have to do it. Most vulnerable are those who use CMS programs, which for the most part are terrible for SEO.
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