Browsing "internet news"
An ex-AOL executive has launched a new online news delivery system in America which hopes to capitalise on the changing trend from traditional print advertising to online advertising.
Advertising spend in traditional media has been on a downward trend for a while now, whereas internet advertising has been a lone bastion of growth in an otherwise declining industry. Newspapers, journals and magazines in particular, the “print” collective, have suffered more than television and radio in terms of incoming advertising revenue.
As traditional journalism fades, the logical step is to move to online journalism and capture advertising space to compliment news articles online. Lewis Dvorkin, a previous writer for the New York Times and Wall Street Journal has formed True/Slant along with former colleagues from AOL News.
True/Slant officially launched some eight weeks ago in April but entered beta testing phase earlier today. The site is a mix of blogs and industry news generation, bringing together professional journalists from the BBC, Boston Globe, New York Times, CNN and other news services to contribute articles.
Adverts run alongside the articles, and contributors are either paid a stipend or a share of the online advertising revenue generated from the article. Mr Dvorkin’s vision is to create the newsroom of the future: “What we’re trying to do is combine traditional standards and values and standards of traditional media with dynamics of the web,” Mr Dvorkin told the Financial Times.
The project was given a $3 million financial backing from Forbes and Fuse Capital. True/Slant hopes to be at the forefront of news delivery online, enabling the internet community to “efficiently find relevant and interesting news culled by contributors they respect.”
With more than 70 million people getting their news online every day, your news is about more than just reaching the media.
Your news can be a powerful tool to directly reach the millions of people searching for information online, drive traffic to your website and maximize your online visibility.
News search engines like Yahoo! News and Google News offer a great way to direct targeted traffic to your website and help you generate awareness about a topic or your company.
Bring in the humans
To this point, the Web has been, by its nature, technology driven. Google is the most successful company of the Internet era thanks to its algorithm, a piece of technology adept at sorting the wheat from the chaff. Most of the leaps and bounds online have been in the realm of technology, whether it’s ad networks deciding marketing message placement by sniffing out users’ prior behavior or finely tuned measurement. Expect more advancement on those fronts, yet a greater emphasis on giving digital marketing a human face.
The algorithm is already getting a human touch with sites like Buzzfeed and Mahalo. Even Google is coming around to this notion by letting users tell it which sites are more relevant to them, a seemingly small step but one unthinkable for the engineer-driven Google just a couple years ago. New tools like Twitter will only increase the drive for people to connect with people, not just faceless entities. This will challenge marketing organizations and agencies, since humans don’t scale as easily as computers. The launch-and-forget mentality will need to give way to a 24 x 7 approach.
“There’s going to a big wake-up call for brands that the real work begins after the launch,” said David Armano, vp of experience design at digital agency Critical Mass. He sees cause marketing via social networks as a useful bridge to brands looking to infuse their mass reach ad tactics with a human touch.
Social measures up
Facebook CEO Mark Zuckerberg’s prediction that media would forever change with the advent of the popular social network’s ad platform is rightly ridiculed. Yet while advertisers have few success stories on sites like Facebook, the growth of the social Web is impossible to ignore. Facebook now adds a new user every seven seconds.
For all its growth and hype, social media has been unforgiving terrain for marketers. Their efforts to date have been decidedly experimental, consisting of sponsorships, ad placements or brand applications that have proven ineffective. “Whenever you try to apply a standard ad model to a social dynamic, it’s like oil and water,” said Sean Finnegan, chief digital officer at Starcom MediaVest Group.
Instead, look for marketers to weave social programs throughout their marketing, using free tools to monitor their brand health and respond to customer needs. Comcast, a brand with no shortage of detractors, has scored a rare win with customers by dedicating an employee to handle customer problems on micro-blogging network Twitter. Expect more brands to follow suit, not just on Twitter but throughout the social Web of blogs and other two-way media.
“The best way is to dig in and monitor what people are saying,” said Noah Brier, head of strategy at digital marketing firm Barbarian Group. “It can only help you.”
As budgets tighten, media such as display ads will come under scrutiny.
There are two schools of thought when it comes to how digital advertising will fare in the grip of a recession. On the one hand, optimists see tight budgets accelerating the shift from less measurable traditional media into more targeted digital channels. The pessimists, however, point out that stagnant budgets affect all marketing, even if digital outlets fare better.
Against this backdrop, experts expect marketers will continue to push for new ways to reach audiences through digital channels. Tried-and-true methods like search marketing look to remain stable, while advertisers pay more attention to getting more solid metrics on how consumers were influenced before they type a query into a search box.
That means old school methods like display ads and microsites will come under pressure. Social media looks set to remain on the top of advertisers’ agendas, as they look to apply the lessons of their early missteps in the area while adding real measurement to what have been experimental forays to date. As the Internet becomes more social, there will likewise be an acceleration of a move from purely technical implementations to using the Web’s emerging social infrastructure to connect on a more human level.
According to researcher eMarketer, online ad spending will climb 8.9 percent next year, from $23.6 billion to $25.7 billion. Back in August, just prior to Wall Street’s meltdown, eMarketer predicted that spending would surge 14 percent in 2009. But the economy is now taking its toll on all segments of media. Here is a roundup of how that spending may pan out:
Display ad blues
The Web has moved well beyond its former role as a place where banner ads and microsites are used to support the real meat of the offline marketing. Nowadays, the most high-profile campaigns are centered on the Web. Take “Whopper Virgins,” the latest Burger King push from Crispin Porter + Bogusky. The centerpiece is a Web film, which is then spliced into components for traditional media. What’s more, the push has relied on the viral buzz of blogs and other digital outlets as much as big-money media buys.
Those type of efforts will put pressure on “traditional” digital efforts like run of the mill banner ads pumped out through ad networks and Flash microsites without any compelling reason for anyone to visit.
Forrester Research expects display ads to come under the scrutiny of tight-fisted marketers uncertain of their effectiveness.
Pricing is expected to rise just 8 percent after several years of uninterrupted, solid expansion. “The financial pressure will be severe,” said Dave Morgan, a former AOL executive. “When you take out big chunks of money, it’s not just the spend that disappears but also the competition.”
One of our SEO clients is getting more than his money’s worth. In fact, I should be charging him loads more money than I am, but he is getting a whole lot extra work for free.
How does he do it? Am I a sucker? Maybe I am, but there is a method to his madness, even if he does not know it.
You see, the biggest complaint from professional SEO consultants is that clients do not follow up on their recommendations.
A company might pay anywhere form $1500 to $50,000 for an SEO consultant to review their website and make recommendations, ready to follow up with additional action, but… but… but…nothing happens.
In one survey of SEOs, 60% were frustrated by lack of follow-up by the client. This not only wastes the company’s consulting dollars, but it often prevents the SEO consultant from doing anything further to advance the company’s rankings.
My client, the one I mentioned above, is just the opposite. He eagerly seeks out information and I swear he passes what we call in French “nuits blanches” (look it up) following through and coming back with more questions, ideas and follow-through.
It makes his project exciting and, yes, he gets more out of me than he is paying for.
You know that old adage ”You get out of life what you put in”? It works for SEO consultants, too…at least those who get passionate about what they are doing.
So my question for anyone reading this who plans to hire an SEO consultant, are you passionate about your website? Will you get your SEO consultant to be just as passionate about it?
What trends should internet marketers look for in 2009? I’ve decided to list some of my thoughts on changes in the industry for the coming year, what to expect and emerging marketing opportunities.
Social Media Tools – Just as social media marketing has become more popular over the last few years, so has the need for tools to help marketers manage this space. I expect more analytical and management tools for marketers to help make business sense of social media.
Closed Networks – Google will continue to be the major player in search, but do not underestimate closed networks (LinkedIn) and smaller players that fit a niche. Closed networks will continue to grow and may offer more opportunity to reach your target audience.
Internet TV – I have been hyping online TV services like Joost and Hulu for the past year. This will be the year for internet TV in my opinion. Services have jumped through some technical hurdles and now offer respectable performance over a broadband connection. Entertainment is becoming more personalized, so it only makes sense to watch what you want when you want.
Mobile Marketing – Now that we have more advanced mobile networks and devices (iPhone 3G and G2), companies are beginning to invest in mobile applications that compliment their online experience. Many of these applications will enable real time interaction with product and services. What was cocktail conversation a couple years ago will now become a reality for many mobile consumers.
What trends do you think will be the big movers in 2009?
President-elect Barack Obama’s top asset in pushing his agenda will not be his Cabinet secretaries or aides, but rather his online network. Obama’s political e-mail list tops 13 million names, a digital force that the incoming White House can tap to push for his legislation, tamp down critics or bolster popular support. It’s also a way for Obama to reach into every state, every city, and every neighborhood.
A study released Tuesday found that a quarter of Obama voters said they would continue to work online to support the new administration. The nonpartisan Pew Internet and American Life Project also found 62 percent of Obama’s voters say they would ask others to support Obama’s policies.
Welcome to the Democrats’ new permanent campaign, one planned online and executed on Main Street.
British housewives lead the way on the internet as they spend half their free time on the web.
The High Street may be taking a battering, but the recession is not stopping the army of British housewives from spending money as they splash the cash on the internet.
And they don’t just use it for shopping. From socialising to sharing information, the UK’s homemakers spend nearly half their free time surfing the web.
The study by analyst TNS, which examined 27,500 people across 16 countries, found British housewives spend an average of 47 per cent of their 5.8 hours a day of spare time online. This was longer than their counterparts in any other country as well as students, workers and even the unemployed.
In comparison American housewives spend 38 per cent of their free time online.
Four out of five housewives in Britain ranked the internet as ‘very important’, with most of them using it for shopping.
People in Britain are now spending over a billion pounds a month on the internet, according to market research company Mintel.
In the past month 68 per cent of Brits shopped online, just second in the global survey behind Germany, where 73 per cent of the country bought goods on the web. The global average is 57 per cent.
Search engine giant Google is focusing its energies on developing free music downloads in China, as well as struggling to maintain the online advertising industry in the west.
Google is battling with Microsoft over its potential takeover of Yahoo!, which the search engine market leader claims would unfairly affect competition.
But in China, Google is also trying to secure a deal which would allow it to offer free music downloads from some of the world’s leading music companies.
The move is part of a strategic battle with Baidu.com, the online search engine which is currently dominating the Chinese market and causing some concern for Google.
Baidu.com gets a lot of its traffic from users searching for illegal music downloads and Google is hoping a legal, free service, would be able to prise some of the huge amounts of traffic onto its own sites.
The Chinese-based engine currently holds a 60 per cent share of the search market in China, compared to Google’s 26 per cent.