Once Again Another Great Option From Google

The marketer’s best friend brings us yet another metric-centric marketing option worth a good, long look.

Last week Google and Bloomberg announced a deal that delivers Google TV ads to Bloomberg TV. Ok, big deal you say. Yes, they’ve already done this with NBC and Dish Network. Yet the interesting thing to emphasize again is that it brings Google’s metric-centric reporting technology (and subsequent ROI expectations) to a new medium.

Google TV ad technology can tell advertisers which ads the audience is watching second by second. The technology uses data from millions of anonymized set-top boxes, Google said. And as with Google’s search ads, for which advertisers pay only when users click, TV ads incur costs based on impressions actually delivered.

TV ads based on actual impressions and not the sheer privilege of owning a spot on some network’s precious airwaves? Now there’s a concept.

Google continues to charge ahead and become more and more of a sensible budget option for marketers. You’d be wise to take note.


This Blog Is Like Search Marketing

No, no, not because it gets no respect compared to other flashier blogs that reach the masses.

It’s like search marketing in the sense that at times it builds on others’ efforts and capitalizes on them. As this post from Search Insider points out:

…how could we let things get to a point where competitors are free to swoop in and steal your best customers after you’ve invested so much in them? You can see why so many people hate search’s model and liken it more to hijacking and hostage-taking than good old-fashioned marketing.

Yeah, many of the topics here build on others comment,thoughts and ideas. Hell, much of marketing, as you know, is built on taking a good, long look at data, history and research and figuring out how to build a strategy that works better. And it’s important to have that perspective as you build your understanding and investment in search — know where your competitors position themselves, know what they say about themselves, know where their niches are. And then plant your Google (and other search engine) keywords and SEO efforts in those niches, and steal their customers at the last click when they’re searching for information and in the mood to buy.

So yes, SEM and SEO can complement your own spend in other channels nicely — yet when you’re making them charge ahead and work for you on the other guy’s dime, that’s an even better solution.

The Complicated World of SEO, Part 3

Still with me on this?

In addition to becoming familiar with the technical aspects of SEO (as described in my earlier two posts), you should hone up on building a basic framework on reporting and analysis of your SEO campaigns. You have to justify what you spend on some level, right?

Now, some of what’s discussed in that Search Insider post is complicated to make happen (translation = unlikely for many of us). Yet, on some level, you need to decide how you’re going to measure ROI of your search campaigns. You need some sort of measurement to justify, even if just for yourself (how unlikely is that?), what you’re spending. Triple the emphasis on it if you need to justify it to management or a boss (much more likely).

Kudos if you’re analyzing at the granular level. Get up to speed on the basic level if you’re not doing any analysis today.

Again Another Great Option From Google

Yes, you guessed it, this is a continual theme.

At first glance, the still-being-developed Google Moderator tool is a blend of social media and social management, as it uses Digg-like ratings to locate and highlight questions or issues most important to a particular crowd, event, segment, etc.

Yet you can take a good, long look and see the big potential this tool holds for marketers if it’s built out with a powerful and friendly UI and reporting aspect. Of course, software and vendors and solutions already exist that do this, yet combining the Google brand and resources with the social media, user-generated aspect of Moderator has huge credibility and interactivity potential with customers, along with the real-time nature of social media.

  • Measure consumer feedback on what they like or don’t like about a product or brand
  • Determine major customer service issues
  • Compile feedback that leads to product launches and/or extensions
  • Much, much more
  • I’ll bet we see the big brands be the first to charge ahead and harness the power of Moderator to aggregate brand and product questions. Or even the media brands. Certainly they already monitor customer opinions online and in the blogosphere, yet the functionality of Moderator lets people jump onto other peoples’ questions and create a snowball rolling downhill, a la Digg.

    Pretty soon, anything we do will be covered under the auspices of the verb “Googled.” “Just Google it” will have a whole host of meanings to marketers.

    The Complicated World of SEO, Part 2

    After reading my last post, you still ask “How is technical knowledge of SEO relevant to me as a marketer? Aren’t things like CAN-SPAM, email best practices, and everything else we need to more important?”

    Well, face the music, slick. It is important to hone up on at least some of the inner workings of SEO, if not some of the hardcore how-tos. And here’s why: it impacts all kinds of aspects of our online marketing programs. This MediaPost article summarizes some of the technical-side Google-related issues that impact our meat-and-potatoes marketing plans (the Google Webmaster Central Blog goes into far more elaborate detail).

    Are you proposing a Flash-heavy site to a client for that big product launch, or lacing your new magazine site with Flash? Well, can you also tell your client or boss how friendly Flash is to search engines, recite whether or not Google can index non-textual Flash content, and explain how it is that a search enginge can index content in a Flash file? I hope so.

    The same concept applies to other issues like ensuring you have a backend that spits out search-friendly URLs vs. finding a balance between dynamic URLs and rewrites. And you need to of course give heavy weight to Google, yet also factor in other search engines that play a role in your site’s existence. As today’s marketer, you need to be fluent in some of this language.

    If not, it may be hard to save a great idea from getting shot down.

    The Complicated World of SEO

    Now, I’m not any kind of authority on the technical side of SEO. I know what needs to be done from a marketing perspective, and work with technical experts who manage the actual keystrokes and code-building needed to make SEO work (God bless them, those techno-experts).

    Yet much of the time, the technical aspects of SEO and the implications for marketers are worth a good, long look for marketers. Why? Well, for example, you may conjur up a great SEO strategy (like a blog, online video, etc.) that’s too complicated or time-consuming on the backend for your technical team to pull off. And even if it’s not, the technical aspects of SEO are so intertwined with its overall success that, as a marketer, you need to stay aware of at least the basics, and at best become familiar with alot of the backend things that need to happen to make SEO sing.

    So, on that note, Google announced a pretty major change in it’s SEO best practices when it said you should not use rewrites to change dynamic URLs to static-looking ones. Now, it’s up to you to figure out how that impacts you (here’s a hint: are you doing redirects for dynamic URLs?). For example, if your website spits out ugly dynamic URLs, and your tech team rewrites them into clean vanity URLs you can put on your printed materials to easily get customers where they need to be, your world may have just changed. How much? You tell me.

    And if you don’t know, ask you technical team and start to get familiar with the world of SEO more intricately. As this medium becomes of greater and greater importance to marketers, it’s key for you to understand how to charge ahead and leverage it to your advantage — and understand what needs to be done to make it happen.

    Still Another Great Option From Google

    Was just a matter of time…oops, I meant days…wasn’t it?

    Well, the future owner of the entire world launched yet another breakthrough product today, this time partnering with T-Mobile. As the article mentions, the G1 is a total mobile-Web play by an as-of-today-pure-Web player. This surely holds tons of promise for marketers who have a good, long look at mobile marketing as a key to uber-personalization and closer relationships with customers. It could also welcome traditional Google advertisers to charge ahead into the mobile space.

    Android is one of several efforts by Google to extend its dominance from the PC-Web to the mobile Web. The software is its effort to ensure that its consumer services — as well as its advertising systems — are widely available on mobile phones.

    Is there a better friend to marketers right now than Google? If you think so, make your suggestions known.