09.22.08
Posted in E-marketing at 3:28 pm by admin
About This Fall’s BlogOpen, Bor, Serbia
When: October 4–5 2008.
Where: Bor, Brestovačka banja
This fall’s BlogOpen is a regional friendly and professional meeting of bloggers which has, since last fall, been on the calendar of regular annual meetings of all the participants in blogosphere: authors, readers, IT workers and mainstream media.
Goals:
1. Discussion about the topics and problems characteristic of this manner of public communication;
2. Realization of virtual communication in real, public space;
3. Calling wider public’s attention to this mode of authors’ presence and to the importance of an information society;
4. Promotion of an information society, electronic communication and the role of Internet as a source of information, educative tool, interpersonal networking and fostering of democracy;
5. Making notice of the most significant and most successful blogging authors and their impact as creators of public opinion and as sources of information.
More info…
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08.31.08
Posted in E-marketing at 7:11 pm by admin
I recently found the compilation of AdAge Power 150 list, with the Marketing, Media & PR blogs from Europe. The compilation can be found on Nick Burcher blog, Getinternationalclients.com and Andrew Grill blog.
Interestingly, some people thought that I am from Russia, but I am from Serbia 
I did not post new articles on my English blog for some time, and I am still very well placed on the both lists Furthermore, I had Google PR 4 several months ago, until Google penalize me because I had Text Link Ads. At the moment, I have only Google PR 2. Without that change I would be even better placed
When I do not publish posts on my blog, you can follow my recommendations through my Twitter account (it can be found at the sidebar of this blog).
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04.21.08
Posted in E-marketing, Online PR at 4:48 pm by admin
Yesterday, I thought that it would be interesting to find out how the most influential bloggers related to e-marketing and online PR subject, perceive “conversations” on their own blogs. In other words, is it easy to post the comment on their blogs, and what are the benefits of posting comments on the most influential blogs.
Today, I read the article “Who Are The Top Tech Bloggers?” from TechCrunch, and now I want to cover subjects - Who are the most influential bloggers, and how they interact with their users/site visitors. I am using as example only a several of the most influential bloggers, and you can extend this “observation” by your own opinions (please do).
Who is missing?
First, I have to notate that mentioned TechCrunch’s list, within the more influential (and better) list AdAge Power 150, do not have the all needed sources to discuss the most influential blog sources, or bloggers.
For example, in my opinion one of the world’s leading e-marketing expert is Dave Chaffey, and I did not see his blog around some lists of the most influential bloggers. He is maybe the only person I read about (including his books) who combine the REAL e-marketing science knowledge, with the REAL e-marketing practice.
It is the pretty similar situation with the E-consultancy news-blog. E-consultancy services, within the services provided by MarketingSherpa.com (Sherpa Blog), are the most serious online services related to e-marketing and e-commerce industries (in general) for the professionals in these fields.
Read the rest of this entry »
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02.23.08
Posted in E-marketing at 11:35 am by admin
Several days before, Jonathan Miller became the chairman of online advertising company OpenX. Mr. Miller is former AOL CEO, and he was responsible for the move from AOL’s ISP business model to advertising business and revenue model.
In the same time, OpenAds ad serving open source software company, re-branded itself to OpenX. One of the main reasons they mentioned for this move, is to create the environment to have the range of products/services, not only the ad serving solution.
These two recent events could be the moves towards Sean Ammirati’s interesting idea for the creation of open source ad network, as the potential threat of Google’s online advertising dominance.
As Mr. Ammirati said before, it would be interesting to watch the development of OpenX business and revenue models.
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12.20.07
Posted in E-marketing at 11:52 am by admin
In last three years, beginning with Ross Mayfield’s introduction with the term Cost per Influence (CPI), there is still the need for “practical and meaningful standard of measuring a websites true the value from an advertisers perspective?.
One of the problems lies in the fact that a lot of money is spent in order to have measurable results in online advertising, but it is not a case in general, only some advertisers achieve a really good ratio between ad placements, no. of ads served and actual results, with the fair (sustainable) price for an ad campaign.
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10.13.07
Posted in E-marketing, Online PR at 8:30 am by admin
Mr. David Reich, Interim Executive Director, IAOC , asked me to publish the announcement regarding the Internet marketing communications education hosted by International Association of Online Communicators (IAOC). IAOC is a nonprofit professional organization devoted to the sharing of knowledge and information among professionals, educators and students in the fields of online public relations and marketing communications.
The program is called “This Week on IAOCblog.com” and takes place on www.iaocblog.com from Oct. 15 - Nov.16, 2007.
Here is the complete announcement:
Subject: Industry Experts Blog Hot Topics in Online Marketing
The International Association of Online Communicators (IAOC) has just begun the Fall 2007 season of the popular educational blog show, “This Week on IAOCblog.com.” The program is free and open for PR, marketing and online communications professionals, educators and students, as well as anyone interested in discussing hot topics and trends in Internet marketing communications.
The Fall season kicked off September 24 with guest blogger Peter A. Gloor of MIT’s Sloan School of Management, who blogged about analyzing workplace communications. The season continues Oct 15 with computer communications expert Dave Taylor answering that menacing question: Is it okay to get paid to blog?
The blog show features a different guest blogger each week. Guests are renowned professionals, educators and authors in the field of online communication.
Here is the Fall lineup:
October 15-19, 2007
GUEST: Dave Taylor, Blogsmart, Ask Dave Taylor
TOPIC: Is It Okay to Get Paid to Blog?
October 22-26, 2007
GUEST: Ted Demopoulos, Blogging for Business
TOPIC: Should CEOs Blog?
October 29-November 2, 2007
GUEST: Dianna Huff, Marcom Writer Blog
TOPIC: Writing Search Engine Friendly Copy
November 5-9, 2007
GUEST: Lois Kelly, Foghound
TOPIC: Conversational Marketing: Mood over Matter?
November 13-16, 2007
(Nov. 12 is Veteran’s Day)
GUEST: Shel Horowitz, Ethical Marketing Expert
TOPIC: Blogger’s Code of Ethics: News or Ruse?
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08.07.07
Posted in E-marketing, E-business at 2:05 pm by admin
In the TY Times article “In a Highly Complex World, Innovation From the Top Down“, it is argued about new trends related to Social media:
“Armed with inexpensive digital tools and networks, ordinary people can band together to push their own innovations. They also can hijack existing technologies, taking them in directions only dimly envisioned by the original creators.”
I do not thing that democracy is in open source communities and social media projects/sites, specially when it is about some business model. For example, there are plethora of 5 minutes created Web forums, but count how many of them have more than 1.000 subscribers, and of that number who has the real money from some Web discussion. Or, how many MySpace-like Web sites are successful?
When it is talked about blogs, there are the examples of very successful ones, and when you go through all of them, one thing is for sure - they can use open-source technology (like Wordpess.org), but success is very intimate category, with the mix of an unique content and the interest of blog visitors.
It can be said in marketing way, that there is no democracy in business related to open-source technology, if we have the business and revenue models based on USP (unique selling proposition) and niche markets.
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06.18.07
Posted in E-marketing, Online PR, SEO/SEM at 8:49 pm by admin
Google Universal Search will change the SEO market landscape, and SEO activities has to be spread to variety of digital assets, as it is said by Lee Odden on Online Marketing Blog. I recommend to read the very detailed article about implications of Google Universal Search from Danny Sullivan.
In brief, depending on what users search for, the results page on Google Universal Search could feature sections with images, video, links to book content, maps or local business listings.
SEO implications for integrated search results were obvious before (this is not a new approach to the presentation of search results), but now, day-to-day activities of SEO people have to be spread with the optimization of other distribution channels (the sources of vertical searches, presented in integrated search results).
In other words, there has to be done a separate (and different) tasks for the optimization in news results, video results, local listings…
Integrated SEO approach and Marketing Operations Management (MOM)
Described new entrance of activities in SEO business process are also in collision with appropriate online PR activities (like a news placements, choosing different media format and places strategies, etc.). Increased number of SEO tasks, and its relations with adequate online PR tasks, has to be managed in a bigger perspective of complete (online) marketing operations in an organization.
In my opinion, companies which decide to implement integrated in-house approach of advance SEO activities (SEO 2.0), they can do very good job of integrating all online activities, from the point of relating business processes and the cooperation between different parts of marketing department, if they did not do the integration of (online) marketing activities before. It means that an appropriate marketing model* has to be set, to meet desirable outputs related to the goals of marketing department.
* Marketing model - In the context of (online) marketing, models simulate real-life marketing activities.
For outsourced SEO activities, the management problem is moved to the organization of SEO agency’s day-to-day activities.
SEO is not equal to online PR
The reason why I emphasize the importance of good project management, related to integrated SEO approach, lies in the problems which can be seen in relatively new Search Engine Reputation Management activities of SEO professionals.
The people who are not adequately educated in online PR (SEO people are not online PR experts - see the briefing about the needs in online PR industry), take some actions (a creation of massive number of posts, for example) which can directly damage the reputation of target organization, due to increase need for hiding some other incriminated content on the Web.
With the new tasks like news placements (placements on the news aggregators), the work with video materials (how to optimize what video should be on youtube.com), and similar tasks, has to be done with the cooperation between SEO people and appropriate professionals in online PR, or with other persons in (online) marketing department.
Of course, there is another problem for middle and large business companies in the case of integrated SEO approach, such as digital assets management, or the problems related to lack of document management software systems.
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06.14.07
Posted in E-marketing at 9:41 pm by admin
Six years ago I created the Web Site Structure Management (WSSM) concept. In 2002 I published this concept within the broader perspective of On-Site Marketing Concept (soon, I will elaborate this concept on my blog), in my book in Serbian language “The Guide Through Internet Marketing’s Heaven and Hell”. In this post there is the explanation of new perspectives regarding WSSM concept in Web 2.0 environment.
Definition of Web Site Structure Management
In 2001 I defined WSSM as
…the way to organize Web site’s domains, directories, and navigation on different Web pages, according to customer needs, using content management software with implemented Web Site Structure Management solution.
The use of WSSM concept is particularly helpful for the complex Web sites with completely different user groups and with thousands (millions) of pages.
Why now?
According to latest presentation of Behavioral Advertising trends by Emarketer, as well as the issues related to visitor/customer online engagement (previous article on my blog), there is need to emphasize something very obvious - for the actual online marketing developments there is an urge for a knowledge (expertize). Within the very interesting observation of Matthew Haughey on his blog (related to attention economy issues), that contextual advertising has to be targeted to particular user groups on some Web site (new users Vs. regular ones), again it is said that online marketing is not that simple (nor any other job, if you want to do it professionally).
Web Site Structure Management can be the additional tool for the establishing and maintaining advanced online marketing strategies, related to on-site optimization activities (such as structure, content and CRM).
Web Site Structure Management 2.0
On the structure level, Web 2.0 concept introduced tagging and folksonomy (the special case of tagging, generated by “folks”), as the alternative ways to solve the problem of Web site structure (alternative Web site structures, or taxonomies).
On the level of SEO activities, there is a custom to create search engine friendly URLs, with a keywords (made by copywriter) or keyphrases (A combination of words on your Web site that matches the search term). With Blog CMS-es is is already easy to do it, as well as a lot of different CMS solutions have the implementation of SE friendly URLs.
On the Internet technology level, there is a great shift in better Web site user experience design. The creation of visitor/customer engagement devices (related to product/content online merchandising) with AJAX technology, can be paramount for an easy creation of different levels of navigation, related to part of the site or sub-site; related to visitors/customers group; related to actual Web page content; related to visitor’s behavior (the path of the visitor through a Web site)…
Social media and user generated content brings additional structuring trouble when they have to mixed with other Web site content…
In 2007 I can say that
Web Site Structure Management Concept represents the consulting and technical solution to establish and maintain organization of the Web site, that meets the different goals of Web site owners, and the expectations of different Web site user groups.
In the next posts about WSSM concept I will provide some examples to clarify the issues I am writing about. Some inputs (outputs) from you will be very helpful for my further posts on this subject.
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06.09.07
Posted in E-marketing at 9:52 pm by admin
I stumbled upon very interesting article from Dave Chaffey blog about Internet marketing trends in 2007 (very interesting Web sources about collecting data on Web trends, in this post). One of those trends to watch in 2007 is visitor engagement (VE).
I agree with Mr. Chaffey that the most appropriate definition of visitor engagement is:
“Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand”
The most discussed part of the visitor engagement is the metrics of this trend. Very detailed observations about VE metrics can be found in five parts article of Eric T. Peterson’s WebAnalyticsDemistified blog (I, II, III, IV, V - very interesting visual perspective of visitor engagement).
There is not a lot of post on Technorati about a visitor engagement (1.700+).
The importance of visitor engagement lays in the fact that often conversion is conceived as a single conversion rate implying a single site visit, but this is rarely the case. A conversion as a single site visit can be seen as one dimension look, because the process of turning visitors to customers is very different to particularly all Web sites, even very similar ones. There are several questions which gives the answer how particular visitor become customer:
- Why visitor came to the Web site?
- Where he/she landed on the Web site?
- What is the “persuasion rate” of the Web site, to initiate visitor to repeat the visit?
- How many repeat visits is needed for the visitors to be converted to customer?
- What is the particular content and the “killer app.” that will persuade the visitor to become customer?
The answers to these questions shows that Web metrics by themselves cannot give the accurate results (they can give only the clues, or indications). Metrics, with the combination of Persona Scenarios, and very detailed clickstream analysis (the analysis of various paths through the Web site), can be the answer to the question how to enhance the visitor engagement.
In addition, the importance of visitor engagement is very high in Web 2.0 environment, due to “architecture of participation” issue, which is one of the measures of visitor engagement.
Visitor engagement as the base for some online business and revenue models
In my opinion, the most interesting example of online business models based on visitor engagement is flickr.com. More visitor engagement of this Web site produce more pictures in the free account, and if the visitor engagement high enough, soon visitor will become customer, when he/she reaches the limit for the free pictures storage. More activities (engagement), more revenue…
It is interesting that practically all subscription based online business models are related to visitor engagement.
Visitor engagement Vs. customer engagement
There is much less problems with the measurement of visitor engagement if there is more particular data about the visitor. When it is talked about customer engagement, if the customer databases are used to improve customer engagement, the results can be seen in the examples of Amazon.com, or imdb.com.
The repeated problems with visitor and customer engagement can be seen on the Web sites that are not paying attention of different needs of different kind of site users (e.g. visitors Vs. customers). For example, there are a lot of bank Web sites that do not have the link of its online banking at the Home Page. In last ten years of my online business practice I had to mention more than hundred of times that Web designer, or project manager has to thing about repeated visitors, and their needs.
Mr. Chaffey use interesting phrase “visitor engagement devices”, for the visual parts of the Web page, where links to the appropriate content is situated for a different Web site users, to enhance visitor engagement.
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