Smart - Search - Engineering

Thoughts on Search Engineering and Advertising/Marketing:

Identify the audience/market

• This is the more 'inter-personal' marketplace that is more influential than mainstream commercialism

• Mixed reinforcement (vs. leading) of conventional advertising to stimulate action

• Confirm Where “they” are – establish all the numbers (size, keyword subset)

• Understand the 'relationship keyed to words and links

Influence/Establish an initial 'relationship' (attention, interest)

- Proactive: Insert custom market 'messaging' in those channel

o Pay per Click - Search Engine Marketing and Custom Landing Pages

o Marketing 'Seeding' into into social networks including subcultures of discussion channels

o Pay per Blog: VERY effective for longtail marketing

o Email and custom landing pages

o Newsletter marketing (primarily generated dynamically - Newspaper-like)

- Natural: Establish/influence market associations by how people go about

o Web site page SEO Optimization (minimal overall effect but a requirement)

o Submit all content (like U-tube, site articles', blog posts, key site landing pages) to each's search engine “type” (Google video, news & groups, blog/technorati/social-networking (~70) and top 5 search engines/directories) respectively.

o Endorsement / Influence marketing: A reference from a celebrity's website (or on their personal blog) is VERY powerful (note this is a form of affilate marketing)

o RSS Feeds (relationship update anonymously)

§ Then server-side ‘publishing’ directly to the user’s browser

- Tracking/monitoring of user group types, new keys, etc.

- Everything is based on minimizing risk, using either current proven custom strategies, or clear identification of subcultures and new order marketing technologies.

Establishing Action or more permanent association:

• Main market message

• Focus: to establish relationship, with targeted actions - call, callback, email, take-away, education, etc.

• Web 2.0

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Other thoughts to I keep in mind:

I see (az?) us as similar to a cross between:

o Influencing the leader of a industry thread or gaming "guild" (alliance, group, link-shell depending on the game or social network) or Celebrity MySpace site... or discussion group to start an opinion on something...

o The early radio operators, many amateurs in some ways, delivering news at the war front

o The Ipod marketer, cleverly inserting an amusing story that is very entertaining and consistent with the music genre and creates the reference of the idea with it's sponsor vs. presenting an obnoxious advertisement

technorati tags: Search_Engineering, , SEO, , PPC, , Advertising, marketing, NewsLetter, Affiliate, Blogs, , Groups, Web2.0

Labels: Advertising, Affiliate, Blogs, groups, Internet marketing, NewsLetter, PPC, Search_Engineering, SEO, Web2.0

posted by SearchEngineer_eBizGuru @ 2:10 PM 0 Comments   

The New Order of Marketing: On-line communities thru social networking, blogs, groups, RSS. podcasts & more!

I just accept a position to lead search engineering and Internet marketing for a new cutting edge advertising agency. It's about embracing the changes that will be necessary to survive and prosper with Web 2.0 and 'the New Order of Marketing'.... why?

Perhaps one of the best references is an article I picked up the end of last year, from Strategy+Business Magazine, published by Booze, Allen and Hamilton , dated September, 2006. I've included some of the key early juicy stuff below:

“The methods by which consumers absorb information and entertainment – and the ways they perceive, retain, and engage with brands and brand messages – have changed irrevocably. As marketers take notice, their decisions are reshaping the media environment.

Magazines are losing advertising to the Web (with total revenues declining about 2 percent per year since 1998); radio broadcasters are losing listeners, talent and revenues to satellite upstarts and iPod playlists. Television networks also see the writing on the wall, as the penetration of digital television heralds the rise of video on-demand, video downloads, interactive game networks, Internet TV, and other broadcast- and cable-busting enterprises.

Broadcast advertising revenues declined in the upfront markets of both 2004 and 2005, according to the Jack Myers Business Report – the first-ever decrease in two consecutive years. In spring 2006, pundits predicted a third straight year of upfront price reductions”…….. and where are many of the former Advertising CEO’s? – out of a job….. because they just don’t get it!

§ Other notable references in the first article include:

· Long a standard setter in television advertising, Pepsi last year relaunched its PepsiOne product without TV

· Says Apprentice producer Mark Burnett, “The new prime time is 9 AM to 5 PM because more people have access to a computer then

· Although many longtime TV executive watch the erosion of channel-centricity with trepidation, others relish the opportunities

· The Industry many be on the verge of a metrics glut that transfers precious capacity away form productive activities and creates a cult of accountability

· There is no excuse for any marketer who fails to take advantage of the opportunities that have

technorati tags: web2, RSS, , podcasts, online-marketing, on-line, communities, social-networking, Blogs, , groups, usenet

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Labels: Blogs, groups, on-line communities, online-marketing, podcasts, RSS, social-networking, usenet, web2

posted by SearchEngineer_eBizGuru @ 12:45 AM 0 Comments