Monday, July 14, 2008
Thursday, July 10, 2008
Gasta Branding: Organic Search listings
Purchasing your keywords in InstantAds or SearchMatch on the Gasta and Europasearch network will significantly increase you web presence for the minimum price.
Google has unveiled its first major piece of research to prove search can have a big impact on a company brand . The move could help to drive significantly more brand budget online. The findings, from a pan-European research project commissioned by the search giant, showed coming top of organic listings raised purchase consideration of a brand 4%. It also found exposure to a listing in the top paid position, with no organic listing on the page, increased purchase consideration 20%. The new and (to the tech savvy generation) most important factor in branding your company is to get into search listings and Gasta.com is a really simple and inexpensive way of doing that.
Wednesday, July 09, 2008
Gasta Domains: www.londondocklands.com
Gasta has over 450 Domain names for sale including
www.londonsdockland.comDomain Advertising Agency Offers £1.5M LondonDocklands.com For Sale!
London, May 19, 2008 - Today Domain Advertising Agency(DAA) announces it will broker the potential sale of one the most lucrative Geo Domain Names in the UK and Europe “LondonDocklands.com”. The London Docklands is a vast geographical area and one of the most historical destinations in the city of London. The area of London Docklands also represents many billions in financial trading terms through the most powerful global investment banks such as Morgan Stanley, with thousands of employees, residential and commercial real estate such as Canary Wharf with the tallest skyscrapers in Britain.
Prospective buyers are invited to submit offers by visiting the following url:
http://sales.domainadvertisingagency.com/domains/954/londondocklands.com
Domain Advertising Agency will post the wining bid on the front page of its website http://www.domainadvertisingagency.com when the domain is sold. The price tag of £1.5M is a cinch, considering the average 1 bed apartment price of £500,000 and the average commercial premises runs into several millions of pounds on average. The 2012 London Olympics is also right on the doorstep of London Docklands, and is also likely to drive up real estate prices in the area going forward.
Only two weeks ago, another geo domain name, “Bellvue.com” a vibrant suburb in Seattle, Washington sold for $150,000. Likewise, several geo domain names have sold over the last 18 months such as Branson.com for $1.5M, Buckhead.com an Atlanta suburb for $250,000 and Surrey.com a greater London suburb for $200,000 and WallStreet.com sold for over a million dollars in 1999.
London Docklands which stretches from the historic docks of Wapping , through the massive Canary Wharf financial centre, the Royal Docks and all the way through sought after Greenwich comprises some of the most historic buildings in the United Kingdom, juxtaposed with impressive modern architecture and thousands of impressive contemporary residential apartments for 21st century living. Other major attractions are the Millennium Dome, huge venues such as the Excel conference centre hosting mavericks such as Anthony Robbins, the gleaming Jubilee line tube extension and the busy London City airport, connecting business and leisure flights directly with Europe.
We hope to attract interested buyers such as London City Traders looking for a new venture investment, city property developers, online media consortiums and particularly foreign investors across Europe, Asia the Middle East and North America, looking for a niche opportunity to leverage their presence and investment in London. We certainly notice the significant number of Russian Oligarchs all over London, they are very welcome to submit offers too!
The domain owner, a born and bred Londoner and founder of Domain Advertising Agency.com, as a humble gesture of giving back to the community, will pledge ten percent of the net resulting sale to a charitable organization catering for the welfare of homeless citizens living in London Docklands.
Tuesday, July 08, 2008
Gasta Search Branding and Direct Response
Gasta Search Branding and Direct Response,
We love it when a plan comes together1 The Gasta.com strategy of aquiring and hosting new domains to launch the gasta white label search is gathering momentum as more Brands recognise that Search is the key branding tool of the future web.
In this week's NMA Podcast, Microsoft's senior vice president of strategic partnerships, Yusuf Medhi, talks about the software giant's acquisition plans following the failure of its bid to buy Yahoo!. Plus Winston Binch of US hot-shop Crispon Porter + Bogusky explains how digital agencies are moving up the pecking order, and the NMA team discuss the role of search in brand-building.
Thursday, July 03, 2008
Gasta News: Spam, Spam and More Spam!
Spam experiment overloads inboxes
Surfing the web unprotected will leave the average web user with 70 spam messages each day, according to an experiment by security firm McAfee.
It invited 50 people from around the world, including five from the UK, to surf without spam filters.
The experiment revealed that UK residents are most likely to be targeted by the infamous Nigerian e-mails and "adult" spam.
One UK participant received 5,414 spam e-mails during the month-long trial.
But the US still tops the global spam league.
Participants in the US received a total of 23,233 spam e-mails during the course of the experiment compared to 15,856 for the second most spammed country - Brazil.
In the UK, the five participants racked up 11,965 spam messages during the course of the experiment. Germany attracted the least spam, with just 2,331 junk messages.
Real threat
The results show that spam is showing no signs of slowing down, although the opposite can be said of those receiving messages.
"Many of our participants noticed that their computers were slowing down. This means that while they were surfing, unbeknownst to them, websites were installing malware," said Guy Roberts, director of McAfee's labs in Europe.
Some 8% of the total spam received during the experiment was classified as phishing e-mails - messages that pose as a trustworthy source as a way of getting sensitive information such as usernames, passwords and bank account details.
"Spam is most definitely much more than a nuisance; it's a very real and fast-growing threat," said Mr Roberts.
The firm also noticed a shift away from mass spam to more targeted campaigns.
The most popular subject of spam remains financial - pre-approved loans or credit cards
The UK is the most likely country to be targeted by Nigerian spam e-mails, where someone supposedly from Nigeria contacts their target to inform that they are the beneficiary of a will in a bid to extract money from them.
The variety and amount of spam on offer surprised participants according to Dave De Walt, chief executive of McAfee.
"Our participants came from all walks of life, from all over the world and, given their interest to take part in the experiment, they were well aware of the problem. Despite this, they were all shocked by the sheer amount of spam they attracted," he said.
Dealing with it is going to be tricky though, he admitted.
"We can see from the experiment that spam is undeniably linked to cybercrime.
"However, it is such an immense problem and it's never going to go away. It's no longer a question of solving it but one of managing it," said Mr De Walt.
TOP TEN MOST POPULAR SPAM CATEGORIES
Advertisements,
US - 23,233
Data supplied by McAfee
Gasta News: Brand Piggybacking
It's time to stop complaining about people piggy-backing on your search terms. Use it as an opportunity to hit back, be smarter, more nimble and win, just like Gasta.
Why the hell is someone able to advertise on Google using my brand name? Don't I own my brand name, and my product names? The simple answer is no, you don't, especially when it comes to using them in search. For the delusional lawyers that think they do, can I please laugh at you? It's gone. Shattered. You can have your brand terms copyrighted, trademarked and employ a whole team of leaders for their defense, but owning? That control state exists only in lawyers' minds. Yes, you may OWN them, but the reality is you just can't sue everybody, not anymore. Like copyrighted material that makes it onto video sites, it's a losing battle.
So, what you really need to do is look at this as an opportunity, not an obstacle.
The way that Google works, and I'm sure as hell going to get flack if I get this wrong, is that if the name is in the competitive set and it is relevant to the purchase, category, product or topic, you can buy it.
Now, what you cannot do, or are not supposed to do as a competitor to the brand, is use that brand name in the copy of that ad. You can use it in the title due to dynamic replacement, but you are not supposed to -- or it is greatly frowned upon if you do -- use it in the copy of the ad. But the reality? Eh, a lot more murky. There are just way too many advertisers buying terms, and it's that democratization that is fueling a lot of the growth.
Look, if a company is buying your product name, or your brand name, then you are doing something right. Are they riding the coattails of your brand equity? You bet your lazy corporate lemming butt they are. And they will ride it and ride it until you wise-up on how to defend it.
There are a number of companies that insist on not buying their brand names with the belief that "I am already ranked at the top of the organic results, so I don't need to." And that is true for many clients. But not buying your brand name in addition is ludicrous.
Here are three main reasons why you want to do this:
1. Combination punching
Enough research out there has shown us that the combination of having an organic link and a paid listing increases response by somewhere around 25 percent. Now, you could argue that the organic link is free and that paying for an additional 25 percent is not worth it. Wrong! Your competitors are unlikely to be over in the section of organic listings. They are hitting you in the ad space. Occupy that space so they don't own you. 2. The message
It's the one real way that you can exert control -- your message. The copy that is picked up thorough organic listings is much less easily controlled. It is the crawlers that determine it, and your homepage has to be specifically designed for that purpose to make it better. It is also relatively static and does not change over time. That would require new copy on the homepage, new tweaking and a whole new crawl by Google. When will that happen? Who knows. But you can control exactly what copy appears in a paid listing and about your brand. Adapt that copy to what is going on in your company right now. What is relevant today? Do you want everyone to end up on the one page that gets the highest organic listings? Are you sure? Have you just been hit with some bad PR? Thwart it right there and then lead the user directly to your response. Have: "Rumors untrue, company not being acquired" in the search copy.
There are a hell of a lot more people who search on terms than click on ads. Just because they didn't click doesn't mean you can't seed that meme. Press releases are a thing of the past -- a top-down linear cascade that no longer has relevance to today's consumer. Your brand names are your first line of defense in the PR war, so use them wisely.
3. Navigation
Search is not as much about searching and finding anymore as it is about navigation. People use search engines as "navigation engines" to get to where they are going. You look at the most popular queries in search engines -- the real top searches, not the ones that are edited. They are littered with URLs and brand names. It has just become easier to use search engines to type in URLs and company names than worry you'll end up at some domain park by typing one wrong letter. Spellcheck means you'll almost always get to where you want in the next click.
One of my most amusing ad buys at Ask.com was buying the word Yahoo for purchase on Google that led to Ask.com -- a wonderful triad. When running marketing at Ask, we had some significant challenges. It was never about beating Google. We were Google's largest distributor of ad listings in the world. It was a very symbiotic relationship. Frienemies, if you will. It was about getting people to think of us when they think of "search." Just by being there, we spur top-of-mind awareness for our brand. We were just not in people's consideration set. Look, the reason why Google seems lax is because competition in our business moves our whole industry forward, not just those companies that have been sitting on their brand equity like luddites. It was easy in offline -- just throw a bunch of lawyers at them. But online doesn't just mean those companies in your immediate competitive set, it means thousands of smaller shops that can now afford to advertise.
It's time you stopped complaining about people piggy-backing on your terms and started to look at it as an opportunity to hit back. "But they're driving up my costs for those words, and it's unfair!" Since when is life or business fair? Like sucker fish on sharks, start to look at that relationship as symbiotic. Use them and what they say to your advantage. Stop sticking your heads in the sand, get out there, think of how you can leverage and thwart those efforts -- and attack. Be smarter, more nimble.... and win. Or you can just throw lawyers at the problem, stick your head in the sand and watch them rip business away from you.
By Sean Cummings (nod to Imedia)Gasta News: Brand turf war
Paid Search:Low intensity warfare on Google plains
Agencies aren't practicing what they preach when it comes to using paid search to market their brands, according to Adweek, and while these agencies are sleeping, some of their smaller competitors are using paid search to their advantage.
Buying your brand name would seem logical, but of the 56 agencies assessed by Adweek, only five had sponsored links tied to their names on Google. The others did not have paid search links, but their web pages generally appeared near the top of the search results.
"It's very difficult to recommend certain things to your clients if you're not in the game yourself," said Craig Conrad or Interpublic Group's Campbell-Ewald. "So often we're focused on our client business [that] sometimes it's easy to forget about our own brand."
While brand advertisers are up in arms over Google's lack of enforcement when it comes to piggybacking, it seems that some smaller agencies are actually using the practice themselves. A search for OgilvyInteractive yields a sponsored link for Stein Rogan + Partners, a small New York agency.
"Why not put ourselves out there as a viable alternative?" said Tom Stein, Stein Rogan's CEO. "It's a little bit of counter-marketing."
Gasta News: Orange Makeover
Orange will kick off a £30m makeover this week?
The operator has worked with creative agency Fallon to produce a global integrated campaign which it said is its biggest yet.
The campaign involves advertising around its new "I am..." positioning, along with changes to 120 consumer touch points including its call centres and stores.
The Orange portal will be updated to reflect the changes with more inclusion of user-generated
Gasta News:UK Government Open data
The UK government has launched a competition to find innovative ways of using the masses of data it collects.
It is hoping to find new uses for public information in the areas of criminal justice, health and education.
The Power of Information Taskforce - headed by cabinet office minister Tom Watson - is offering a £20,000 prize fund for the best ideas.
To help with the task, the government is opening up gigabytes of information from a variety of sources.
This includes mapping information from the Ordnance Survey, medical information from the NHS, neighbourhood statistics from the Office for National Statistics and a carbon calculator from the Department for Environment, Food and Rural Affairs (Defra).
None of the data will be personal information, the government is keen to stress.
Mr Watson is hoping to attract a wide range of people from "the technology community we already work with, to hard-core coders to adolescents in their bedroom".
He admits that throwing open public data could be a risk but he believes that it will yield results.
"If someone comes up with a great idea we will make a prototype and then hopefully a fully-fledged piece of technology that will make peoples' lives better," he said.
"I strongly believe in co-design and in the digital age it makes sense to work with citizens to make public service better," he added.
To help inspire ideas the team behind the idea has put dozens of examples of innovative ways of reusing public information on its Taskforce wiki.
These include a website which maps crimes around the UK, the FixMyStreet website, which allows users to alert others to litter, vandalism and graffiti in their local environment, and the prototype RateMyPrison, which invites those who visit friends and families in jail to comment on the experience.
Technology commentator Bill Thompson was one of the first to see the Show Us a Better Way website, which details the competition.
"It's great to see a government department with enough sense to realise that it doesn't have all the good ideas," he said.
"There are terabytes of expensively accumulated information sitting in databases, but it goes unused and unexploited because of restrictive licenses and lack of awareness," he added.
The government will evaluate the ideas over the course of the summer.
Friday, June 27, 2008
Gasta News:Brand Identity
COST. A memorable, highly targeted and keyword-rich domain name, garners free organic search engine traffic. By acquiring a domain name from the secondary domain market, you are spending less money in traffic than by engaging in often costly keyword search buys or print advertising.
BRANDING. Acquiring domains related to your products and or services sends a strong and consistent message to your customers and builds brand equity while avoiding customer confusion and lost traffic. For example, a photographer's website would benefit from camera, weddings and portrait themed domains.
GLOBAL REACH. Although the "dot com" is the most common extension, you should cast your net wider by getting as many extensions possible, including country code specific extensions. Act locally, think globally!
CAPITAL INVESTMENT. Like fine wines, domain names appreciate in value as they get older, thanks to the navigation traffic they acquire from prominent search engine positioning. By acquiring multiple premium domain names you are building a valuable portfolio of assets.
Are you ready plan a multiple domain strategy for your business? BuyDomains has the largest inventory of premium domain names — let us help you find one that matches your business needs. Contact domains@buydomains.com.
Gasta News:Search Strategy is Critical
As the shadow of a recession looms large, the knock-on effect has seen ad budgets if not slashed then certainly tightened.
This week's NMA highlighted concerns raised by key figures within the online industry that brands are rethinking their online ad strategies in light of the current economic misery.
However, one area that looks like it will benefit is search - an accountable, proven marketing channel that shows no sign of slowing down.
Almost everyone from the numerous agencies NMA spoke to for this week's front-page story said that search, and indeed affiliate, will see more money pumped in to it as brands look to areas they can pretty much guarantee will work.
But as brands demand results, does that mean that creativity is sucked out of search?
We've seen plenty of moves this year that have given search specialists the chance to show how creative they can be with campaigns.
Reaction to Google's trademarking decision is probably the most high-profile example, with agencies saying that launching brand protection campaigns was now almost as high on the agenda as brand building and acquisition campaigns for some clients.
But will creativity now be put on hold in favour of results? Will clients solely demand ROI, rather than creative thinking?
Similarly, if search becomes the commodity that it's threatening to be and so simply Just Another Media Buy, will that take the excitement out of it?
I doubt it, but I'm sure that there'll be plenty of meetings between marketing directors and search agencies in months to come where the question of creativity versus results will be top of the agenda.
Gasta Seo: Reputation Management
Gasta SEO Services explains that reputation management and SEO go hand-in-hand because it’s all about getting the positive results above the negative ones. They also suggest participating in and leveraging social media sites such as Twitter, Facebook, LinkedIn, etc. and building up the positive picture of your website to downgrade and diminish the negative comments and to help gain positive momentum.
Gasta News:Internet feels the bite of Crunch!
A straw poll of media agencies from the NMA Top 100 Interactive Agencies 2007 guide found budgets are under pressure as marketers alter their media plans ahead of the potential economic downturn. The findings are in conflict with market predictions. A report by analyst firm Enders Analysis this week said UK online ad spends was set to grow...
Meanwhile automotive brands plan to stop using dedicated campaign sites as budgets tighten and consumer’s tire of fragmented content. Car brands including Mercedes and Land Rover plan to pull back from campaign sites for car launches, switching to a central online hub. Mercedes has launched a global online hub, built by Digital Annexe that will house all its brand activity. It has been built to incorporate video streaming, an easily updateable back-end system and increased promotional space....
Online Video's Short Shelf Life
On average, video viewer ship peaks early in a video's life-cycle.
Thursday 19th of June 2008 12:00:00 AM
We set out with a simple question: throughout the life of a video, do most views occur in the first few days and weeks or are they distributed randomly over time? Since Tube Mogul tracks millions of videos, we turned to the data and were surprised to find such a robust trend: viewer ship peaks early.
Methodology
Our sample includes data for views by day for 10,916 videos over a 90 day time period. In order to exclude casual creators of online video (i.e. "Mickey’s Birthday"), each video in the sample achieved a minimum of 1,000 cumulative views over the 90 day time period.
On average, videos are time-sensitive. Trends pointed out elsewhere, such as "evergreen" (non-time sensitive) content always fetching views or videos randomly "going viral," seem more of a rarity than an underlying trend in the data.
Gasta SEO: Oganic Search
When it comes to search engine optimization (SEO), there is no magic bullet. Effective SEO boils down to doing a lot of little things well. Imagine building a house -- each brick that goes into the foundation plays a vital role in creating a solid structure. A website is similarly comprised of a large number of building blocks, each of which needs to be given a proper level of attention to maximize your site's visibility. Following are 11 steps marketers can take to get more out of organic search.
1. Optimize your title tags: The title tag is the most important tag on a page. It's like the title of a book in that it should tell the search engine spiders exactly what the page is about. Also, bear in mind that the title tag forms the link in the search engine results page (SERP), so think about giving it a keyword-rich call to action to help it stand out from the crowd.
2. Add a robots.txt file: This is a simple file that sits in the root of the website. It's one of the first files a search spider will look for as it begins a site crawl, so make sure you have one -- it helps to control where the spider can and cannot go and hence what it can and cannot see.
3. Include sitemaps (HTML and XML): Google doesn't share much in the way of how to optimize for its algorithms, but the search giant does recommend that you add an HTML sitemap, and when Google talks, you should listen. Make sure you include the entire site, break it into multiple pages (no more than 100 links per page) and update it regularly so it accurately reflects the structure of the site. Add an XML sitemap designed specifically for search engines. This is particularly important for large sites that spiders are having trouble indexing. Verify the sitemap with the Google webmaster console and receive useful data back about your site.
4. Write high-quality, unique content: After all these years, content still rules. Good quality content will help attract links to your site as people refer to it and that same content will work to keep them on your site after they arrive. From a search engine perspective, spiders love content, so the more you can provide them, the better. And don't limit yourself to text -- images and video can help to showcase additional brand messages and attributes. But whatever content you do serve up, just make sure it is in an accessible format.
5. Insert meta-tags for top-level pages: While not nearly as important as they used to be, optimized meta-descriptions are still worth adding to your key landing and top-level pages. Well-wrought meta-tags will help entice users to your site from a SERP.
6. Conduct keyword research: There's no point in ranking for keywords that your target audience is not using, so make sure you know what your customers are searching for and the terms they're using to find you. To improve your chances of connecting with interested users, structure your site around keywords and themes that reflect their vernacular, not your internal marketing-speak. Remember that you want to help both visitors and search engines build a complete picture of your site.
7. Don't neglect your internal link structure: There's more to SEO and boosting your search rankings than getting links from other sites. Devote some attention to your internal link structure. Embed your target keywords into the internal links and help reinforce the key landing pages to the spiders; don't just use "click here," "next" and "more."
8. Think about pages you want to rank and those you don't: This is something that's closely tied to the internal link structure. For brand searches (typically the most significant source of traffic for any site), the home page often ranks first, followed by privacy policies, contact us and terms and conditions pages. The home page is a good destination to steer interested visitors, but the privacy policy and T&C pages generally are not the places you want your users to hit first, so try to sculpt the flow of page rank to the key site landing pages instead.
9. Get more from analytics: Make sure you set up your analytics package correctly so it separates the sources of your traffic. There's no point spending a lot of time and effort on search engine marketing only to find that your analytics software was not configured to separate the paid search traffic from the organic traffic.
10. Submit to the main directories: Make sure your site is listed in all of the main directories, such as Yahoo!, DMOZ, Business.com, JoeAnt, etc.
11. Emphasize internal education: Everyone within your company can make a difference, particularly when it comes to a natural search campaign. Make sure all departments, from marketing to IT to PR to product development, know why the company is undertaking an SEO program and how they can contribute. Run regular sessions to update staff and inform them about how the campaign is progressing.
Last, but certainly not least, remember that SEO is not a set-and-forget process, but rather, one of ongoing improvement. Anytime you make changes to the structure of or content on your site, review the relevant steps in the optimization process to make sure you get the maximum benefit from these changes. Search can help you connect with your customers, but you have to make sure you're supplying the search engines with the right connective tissue.
Gasta SEO : Matt Cutts 5 SEO Tips
1. Spotlight your search term on the page. If you want to be found for your keyword, make sure that term is on the page you want to rank. The term should be at the top as well as peppered throughout your copy.
2. Fill in your "tags." The two most important tags are Title and Description b/c that's what is displayed on the search results.
3. Get other sites to "link" back to you. This is one of the most important of the 100 factors Google considers when ranking sites
4. Create a blog and post often. This can help you get links.
5. Register for free tools. Cutts recommends using the tools at google.com/webmaster, as well as creating a text-based sitemap www.xml-sitemaps.com, and adding your business to Google's Local Business center (google.com/local/add)
Wednesday, June 25, 2008
Gasta welcomes Byron Review Action Plan
The Byron Review Action Plan includes the appointment of an executive board for the UK Council for Child Internet Safety.
The board will be chaired by the Department for Children, Schools and Families as well as Home Office Ministers and industry representatives.
Awareness of e-safety will also be raised as part of the government's £9m investment in child safety communications.
The action plan was published by children's minister Kevin Brennan, Home Office minister Vernon Coaker and culture minister Margaret Hodge.
The plan is based on recommendations given in the TV psychologist's report that was released earlier this year.
Home Office minister Vernon Coaker said of the move, "I am determined to do all I can to help ensure that there is an internet environment that is safe for children to use."
Gasta Press Release :Channel 4IP
From 2nd July, potential suppliers will be given an opportunity to register their interest and ask questions about the 4IP fund at http://channel4.com/4ip. We will keep the site updated with information on how to submit ideas, the range of projects we are looking for, as well as how our partnership arrangements work. Throughout July & August, the Channel 4 team will be taking part in a number of activities and events - including sponsoring 2gether, a new festival taking place in London in July - in order to talk broadly about Channel 4's ambitions for digital media and engage informally with some of the people who may want to submit ideas and look for funding from 4IP when we launch in September.
The official 4IP launch will involve a range of events (currently planned for 17-25 September) at which we will outline our vision for the fund, introduce our partners and provide examples of the type of projects 4IP will be looking to invest in. We will also begin actively soliciting ideas and responding to proposals.
We will be in touch again soon with details of the September launch events, but if you would like any more information in the mean time then please do not hesitate to get in touch.
Gasta News:Brand Identity
This change is due to the new rules introduced by Google about brand keywords, and the savvy marketers are the ones using the Gasta search marketing keyword tools to capitalise, Big brands you have been warned. buy your brand keywords now!
Tuesday, June 17, 2008
Microsoft Strategy & Gasta European Search Network
The company said it aims to "disrupt the search and advertising marketplace" by using the STC to make Live Search more targeted and relevant for European users.
Kevin Johnson, president of the platforms and services division at Microsoft, said, "Success in search in Europe is paramount, and we see the investment in this new Search Technology Center as an important step in doubling down on our long-term investments."
Satya Nadella, senior vice president of the search, portal and advertising Group at Microsoft, said, "Searchers have different expectations and experiences in every geography in the world, so we believe it's critical to make deep investments in physical locations in multiple markets to ensure that we're applying the best local expertise to our research and development efforts."
The STC is scheduled to open next year, but Microsoft said it had yet to decide on a location.
Gasta Strategy on Brands
To get the greatest value out of your social networking strategy, you need to communicate consistently across every platform used. An online communities expert explains how.
Online social environments have multiplied at an exponential rate over the past few years. In fact, many of us have at least two or three identities online in various social networks (I have at least 15). At the recent iMedia Breakthrough Summit, 32 percent of the audience admitted to having . As a result of the social networking gold rush, I am often asked how to best leverage the ever-expanding social web to market to consumers in an effective manner. My goal in this article is to help marketers formulate strategies for engaging consumers in a meaningful dialogue across various social channels.
The distributed web for brand emphasis
Since the onset of the web as a viable marketing solution, brand marketers have been creating what is commonly known as the microsite. Despite the fact that that we label these online brand shrines as "micro," many treat the microsite as the centerpiece of their strategy (perhaps we should have been calling this interactive marketing vehicle a macrosite). While I believe that online brand initiatives ultimately benefit from having all roads lead to one place, we simply cannot always expect consumers to leave their current environments in order to become immersed in centralized brand experiences. After all, consensual brand presence in a consumer's social environment is a much more powerful statement than a consumer's presence in a closed branded environment.
You may be asking yourself, if we are no longer to place emphasis on the microsite as a central component to marketing initiatives, where should this emphasis go?
The answer to this question is rooted in the concept that many are referring to as the distributed web. I define distributed web strategy (as it pertains to marketing) in the following way: consistent brand presence across various social channels. Distributed web strategy is based on the notion that the sum of all syndicated content and messaging is greater than any single brand presence.
Last November, Forrester Research Senior Analyst Jeremiah Owyang penned an analysis of Open Social and how its impact should be explained to executives. In this incredibly prescient post Owyang writes, "Web marketing no longer is limited to your corporate site. Let go of the concept of 'driving traffic to your website' as a sole measurement of success. The web, its message and your battles are now fought on the open and distributed web."
Nearly seven months later brands are still ignoring the impact of the distributed web. I understand why marketers would be reluctant to put their brands into a sea of uncertainty; however, we have reached a point where brands can no longer solely compete on their home turf. It is time to let go!
Adam Broitman
Nod to Imedia Connection
Friday, June 13, 2008
McDonald’s Top Online Display Advertiser
Served 295 million ads
McDonald's served more than 295 million display ad views (34% share) in March, reaching 52 million Internet users an average of 5.7 times during the month, according to comScore Ad Metrix.
Quizno's ranked second delivering 98 million display ads in March, accounting for 11 percent of market share, followed by KFC with 84 million (9.6%), and Papa John's with 82 million (9.3%).
comScore also looked at the share of visits to the Web sites of the top 10 restaurants that used display ad campaigns to see if there is any relationship with their market share. There is little relation between the two metrics, since site traffic is influenced by televised promotions and online ordering functionality at a few companies.
PizzaHut.com, whose online advertisements promote online ordering for delivery has a disproportionately high share of site traffic (23.3%) compared to its share of online advertising voice (6.8%).
"It's clear that that the quick-serve restaurant industry has been slower than many other industries to move its advertising dollars online," said comScore Chairman Gian Fulgoni. "But, given the Internet's broad reach and ability to selectively reach consumer segments, its potential as a brand-building advertising medium is beginning to attract more attention."
WebProNews. Mike Sachoff
Wednesday, June 11, 2008
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Monday, June 02, 2008
Gasta the amoebic replicant
Gasta the amoebic replicant
Growing faster and replicating itself across the universe how big can Gasta get?
Wednesday, May 07, 2008
Gasta.com launches 150 new web Domians
The Domains are for various regions throughout the UK and Europe expanding the gasta search network to 172 search engines across europe. The next set of domains are scheduled to be launched later this week all concentrate on the UK and European Property market, and include http://www.propertydublin.com http://www.propertyedinburg.com and http://www.dublinproperies.com
www.andersonstown.com
www.cathedralquarter.com
www.eastbelfast.net
www.ardglass.com
www.ballsbridge.net
www.glencolin.com
www.maloneroad.com
www.southbelfast.com
www.dublin4.net
www.dublincitylive.com
www.dublincityonline.com
www.jordanstown.com
www.westdublin.com
www.lisburncity.net
www.lisburnroad.com
www.southarmagh.com
www.stranmillis.com
www.westbelfast.com
www.westbelfast.net
www.westbelfast.org
www.westbelfastonline.com
www.derrycity.net
www.doire.com
www.glengormley.net
www.haroldscross.com
www.leopardstown.net
Friday, April 25, 2008
Secure your brand Keyword on Gasta search networks
Gasta will this month launch its white label search solution on up to 150 new search domains on a UK/Ireland concentration looking to companies like The Search Works, Latitude and Bigmouthmedia. All companie on the fast development track. As gasta.com rolls out its white label solution across more and more platforms, making the networks stronger and more robust, we can see the shift as advertisers move to more niche geo targeted search networks.
Google's decision to allow brand name bidding from 5 May 2008 has seen a huge increase in inquiries by companies wishing to secure their brand names on the Gasta search network.Companies like Gucci, Adidas, Nike, etc.. look for the niche specialists search marketing companies like Gasta , this once again shows not just the number of agencies out there that provide search offerings but the indelible need to secure your brand online, and gasta is relentless at doing this on a global platform, and at a cost that companies can afford.
Wednesday, April 09, 2008
Gasta News:Search engines warned over data
Search engines should delete personal data held about their users within six months, a European Commission advisory body on data protection has said.
The recommendation is likely to be accepted by the European Commission and could lead to a clash with search giants like Google, Yahoo and MSN.
Google and MSN anonymise user data after 18 months, while Yahoo does the same after 13 months.
The body said search companies were not clear enough on data protection.
Google said its privacy policy "strikes the right balance" between privacy, security and innovation.
Peter Fleischer, Google's global privacy counsel, said in a statement: "Google takes privacy incredibly seriously; protecting our users' privacy is at the heart of all our products.
"It is the reason we were the first company to commit to anonymising our search logs, and also why we dramatically shortened our preference cookie lifetime."
In a statement Yahoo said it was reviewing the details of the body's recommendations.
"We remain committed to striking the right balance between protecting user privacy, providing the most compelling online experience, meeting our legal obligations and preventing fraud," the firm said.
Many search engines currently collect and store information from each search query, holding information about the search query itself, the unique PC address (known as an IP number), and details about how a user makes their searches, such as the web browser that is being used.
Users who create an account with a search engine hand over more data to the firms, including search history. Some search engines also enrich personal data held on their users with information from third parties.
The report from the Article 29 Data Protection Working Party said search engine providers had "insufficiently explained" why they were storing and processing personal data to their users.
It said "search engine providers must delete or irreversibly anonymise personal data once they no longer serve the specified and legitimate purpose they were collected for".
The report said the personal data of users should not be stored or processed "beyond providing search results" if the user had not created an account or registered with the search engine.
The advisory body also said it preferred search engines did not collect and use personal data to serve personalised adverts unless the user had consented and signed up to the service.
The body was set up to provide expert opinion to the European Commission and to make recommendations in the areas of personal data and privacy. The Commission usually adopts the recommendations the body makes.
The report also said search engines did not need to gather additional personal data, beyond the IP address of a machine being used, in order to deliver basic search results and advertisements.
It added: "Because many search engine providers mention many different purposes for the processing, it is not clear to what extent data are reprocessed for another purpose that is incompatible with the purpose for which they were originally collected."
It said search engines should not use personally identifiable data to improve their services or for accountancy purposes.
Personal data stored for security purposes should not also be used to improve services, the body recommended.
The report issued a set of obligations to search engines firms, including:
- Search engines should get informed consent from users if they correlate personal data across different services, such as desktop search
- Search engine providers must delete or anonymise (in an irreversible and efficient way) personal data once they are no longer necessary for the purpose for which they were collected
- Personal data should not be held by search engines for longer than six months
- In case search engine providers retain personal data longer than six months, they must demonstrate comprehensively that it is strictly necessary for the service
- It is not necessary to collect additional personal data from individual users in order to be able to perform the service of delivering search results and advertisements
- If search engine providers use cookies, their lifetime should be no longer than demonstrably necessary
- Search engine providers must give users clear and intelligible information about their identity and location and about the data they intend to collect store or transmit, as well as the purpose for which they are collected
The report also warned that if search engines enriched personal data about users from third parties they could be breaking the law unless customers had given explicit consent.
It said users had the right to access, inspect and correct all the personal data about themselves held by search engines, including their profiles and search history.
By Darren Waters
Technology editor, BBC News website
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