Online Traffic Crisis?
SEL: Are you in danger of an online traffic crisis? http://j.mp/HEnRw8 #Search #WebAnalytics http://eicker.at/GoogleSearch
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Gerrit Eicker
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Gerrit Eicker
Easy Marketing is a Myth
Easy marketing is: spam, with no entry barriers, temporary, an escalation of force – expensive; http://eicker.at/EasyMarketing
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Gerrit Eicker
Metered Paywalls
Newspapers can tailor their pricing structure rather than use a one size fits all-approach; http://eicker.at/MeteredPaywalls
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Gerrit Eicker
Display Advertising
Joel: The future of display advertising is bigger than you think, a $200B business; http://eicker.at/DisplayAdvertising
Gerrit Eicker
Onlinewerbung 2010
OVK/BVDW: Onlinewerbung überholte 2010 Zeitungswerbung. Banner weiter vor Suchwortvermarktung; http://eicker.at/Onlinewerbung2010
Gerrit Eicker
Facebook to Oust Google Search?
SEL: The importance of search and SEM is not going away or likely going to be eroded by Facebook; http://j.mp/95Y17s
Gerrit Eicker
Marketing 2010
Once again: McGee at SEL collected a huge list of 2010 marketing predictions and resolutions; http://j.mp/88L6eB
Gerrit Eicker
Google Beyond Search
The New Google is merely a matter of search. Jarvis: Google builds hegemony in local and mobile; http://j.mp/632ewu
Gerrit Eicker
Google Personalized Search
Google has aimed for personalized search since 2005: Now it is reality and the default for everyone; http://j.mp/6mdkNB
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Gerrit Eicker
Google (2005): “With the launch of Personalized Search, you can use that search history you’ve been building to get better results. You probably won’t notice much difference at first, but as your search history grows, your personalized results will gradually improve. – This whole concept of personalization has been a big part our lives since some of the team was in grad school at Stanford. We shared an office, which happened to be the same one Sergey had used before, and we were pretty familiar with the research he and Larry had done. Related to their work, we thought building a scalable system for personalizing search results presented an interesting challenge. We’ve still got a long way to go, but we’re excited to release this first step.”
Google (2009): “Today we’re helping people get better search results by extending Personalized Search to signed-out users worldwide, and in more than forty languages. Now when you search using Google, we will be able to better provide you with the most relevant results possible. For example, since I always search for [recipes] and often click on results from epicurious.com, Google might rank epicurious.com higher on the results page the next time I look for recipes. Other times, when I’m looking for news about Cornell University’s sports teams, I search for [big red]. Because I frequently click on cornellbigred.com, Google might show me this result first, instead of the Big Red soda company or others. – Previously, we only offered Personalized Search for signed-in users, and only when they had Web History enabled on their Google Accounts. What we’re doing today is expanding Personalized Search so that we can provide it to signed-out users as well. This addition enables us to customize search results for you based upon 180 days of search activity linked to an anonymous cookie in your browser. It’s completely separate from your Google Account and Web History (which are only available to signed-in users). You’ll know when we customize results because a “View customizations” link will appear on the top right of the search results page. Clicking the link will let you see how we’ve customized your results and also let you turn off this type of customization.”
SEL: “The days of ‘normal’ search results that everyone sees are now over. Personalized results are the ‘new normal,’ and the change is going to shift the search world and society in general in unpredictable ways. … Does this mean SEO is dead? No. I’ve warned since before 2003 that search results would be getting more personalized. Still, for many queries, there will continue to be “normal” results until Google harvests enough information to start personalizing them. SEO remains important to ensure that you’ve got that first shot at being considered. … Still, make no mistake. ‘Normal’ is dead. While people can opt-out of personalized results, I doubt few will do so. … Don’t get me wrong. I think personalized search is a good thing. I think using the data in this way makes plenty of sense, will help search results, and it’s not like Google or the other search engines weren’t already logging it this way. But the shift deserves more attention than it received through a Friday afternoon rollout. The passing of old ‘normal’ results deserves a better obituary than that. Attention must be paid. Searchers, site owners and others – take note.“
Gerrit Eicker
Search vs. Display Advertising
Dreller: Search will never reach the inventory levels that display advertising can offer; http://j.mp/4FLrVM
Der Onlinewerbemarkt in Deutschland ist 2010 um insgesamt 26 Prozent auf 5,4 Milliarden Euro gewachsen. Dies geht aus der Erhebung der Bruttowerbeinvestitionen durch den Onlinevermarkterkreis (OVK) im Bundesverband Digitale Wirtschaft (BVDW) e.V. hervor. Der Onlineanteil am Mediamix steigt weiter an und beträgt mit 19,2 Prozent fast ein Fünftel des Gesamtwerbemarkts. Damit hat das Internet 2010 zum ersten Mal die Gattung Zeitungen (19,0 Prozent) knapp überrundet und sich als zweitstärkstes Werbemedium im Mediamix positioniert. Für 2011 prognostiziert der OVK ein weiteres Wachstum der Onlinewerbung von 16 Prozent auf über 6 Milliarden Euro Bruttowerbevolumen.
Der Vorjahresvergleich zeigt, dass klassische Onlinewerbung erneut am stärksten von der positiven Entwicklung des Onlinewerbemarktes profitiert hat. Mit einer Zuwachsrate von 35 Prozent gegenüber dem Vorjahr hat sie 2010 zum ersten Mal die 3-Milliarden-Euro-Grenze überschritten. Mit insgesamt 3.151 Millionen Euro verzeichnet sie damit den höchsten Wert der drei betrachteten Segmente. Auf Platz zwei liegt die Suchwortvermarktung mit Werbeinvestitionen von 1.867 Millionen Euro und einer Wachstumsrate von 15 Prozent gegenüber 2009. Es folgen die Affiliate-Netzwerke mit 339 Millionen Euro und einem Zuwachs von 10 Prozent.
Für das laufende Jahr geht der Onlinevermarkterkreis von einer ungebrochen positiven Entwicklung des Onlinewerbemarktes aus, wobei sich die Auswirkungen nach dem äußerst positiven ‘Nach-Krisenjahr-Effekt’ des Jahres 2010 in diesem Jahr wieder normalisieren werden. Der OVK prognostiziert für 2011 ein Wachstum des gesamten Onlinewerbemarkts von 16 Prozent. Damit würde das Bruttowerbevolumen der Internet-Werbung bei über 6 Milliarden Euro liegen.