Charge for specialised web news says Google
Filed under: Affiliate Marketing News, Affiliate marketing, Marketing Strategy, affiliate marketing training
Hal Varian, the chief economist at Google, has advised publishers that it may only be possible to charge readers for specialized online news content, due to the proliferation of general news.
He commented: "News sources that have highly differentiated content may be able to make pay-for-access work. This will likely be difficult for more generic news sources.”
Publishers are increasingly looking at charging for online news content as they lose out on circulation and print advertising revenue.
However, Varian believes that publishers will need to encourage readers to spend even more time reading online news. At the moment, people spend an average of 70 seconds per day viewing online news content, as compared with 25 minutes per day reading a newspaper, he stated.
Varian pointed out that there are huge cost savings to be made with online news, including savings on printing and distribution costs. He added: “Newspapers could save a lot of money if the primary access to news was via the internet.”
There is also a trend for people to get news on mobile devices like electronic readers and phones. Varian predicted that reader involvement and multimedia content will grow as a result of this.
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Growing businesses should implement email marketing
Filed under: Affiliate Marketing News, Affiliate marketing, affiliate marketing training, email marketing
Experts have advised that growing businesses should not be reluctant to use email marketing as it offers one of the best advertising returns for small companies.
Managing editor of Webomedia, Vangie Beal, explained that some growing companies may be slow to implement email marketing due to a lack of time or because they believe that they need to be marketing experts in order to run such a campaign.
She said that there are a number of options available to growing businesses when it comes to online marketing such as contracting an external email marketing agency or getting advice from marketing consultants.
In fact, growing or small businesses often have a natural advantage when implementing email marketing campaigns. Stephanie Miller, writing for ClickZ, recently noted that small firms can be more "nimble" than their larger rivals and thus more able to engage with their consumers on a more personal level.
She added that "email is a dialogue channel, and while many still use it like a broadcast medium, the real opportunity is to engage in conversations that nurture sales and loyalty. Owners can win big with email marketing, and today's technology makes it easier than ever."
Videos made searchable with YouTube web captioning
Filed under: Affiliate Marketing News, Affiliate marketing, Search Engine Optimization, affiliate marketing training
Including online news videos and other video content on a website and on YouTube can now boost SEO more than ever due to automated captioning that has been introduced by the google-owned video sharing giant.
The captioning makes it easier for deaf people to enjoy online video content but also means that the keywords in the script will be searchable and can help to boost a website’s placing in the search engine results.
The captioning has been made possible using Google Voice technology, which automatically generates captions based on text-to-speech algorithms.
The captioning technology is expected to be able to support 50 languages eventually. Experts claim that optimising videos for search is a good idea. They claim that including original, keyword-rich video content will now help to boost a website’s SEO capabilities.
Videos with clear speech are thought to be the easiest to caption, according to search experts so marketers would also be wise to bear this in mind when creating or commissioning videos. Video news is now an even greater way to boost the presence of a website on the search engine results.
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Survey reveals Americans’ preference for online news
Filed under: Affiliate Marketing News, Affiliate marketing, Search Engine Optimization, affiliate marketing training
The Pew Research Center in the US has released a survey showing that in America people now prefer to get their news online than from newspapers.
Conducted between 28th December and 19th January, the survey showed that only local and national TV news sources surpass online news as the favoured choice for Americans.
Of those questioned, 61 per cent said that they usually get their news online, 78 per cent refer to local news channels and 71 per cent get their news from a national TV network, such as ABC or CBS or from a cable channel such as CNN.
Some 54 per cent of people said that they get their news from the radio, 50 per cent from a local newspaper and a mere 17 people of people questioned said they regularly read a national newspaper.
The survey showed that 90 per cent of Americans refer to more than one source for their news, and 57 per cent access news from two to five websites per day.
Also interesting to note is the advance of mobile online news, with 33 per cent of respondents saying that they get news on their handsets.
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Ex-Google affiliate marketing expert moves to new role
Filed under: Affiliate Marketing News, Affiliate Marketing Overview, Affiliate marketing, affiliate marketing training
Google affiliate network executive Chris Henger has left the internet search giant and is now working for marketing solutions firm, Catalina Marketing.
The US behaviour-based marketing services provider has nabbed Henger to run its Digital Services division in a move that is all over the newspapers, and, of course, on the online news portals.
Henger’s original move to Google was almost an accident. He was working in a team at Performics, which provides interactive marketing services. This firm was bought out by DoubleClick in 2004 and later Google purchased DoubleClick – and the rest is history.
Henger reportedly played a key part in the integrating of DoubleClick and Google’s Affiliate Network launch.
Now, in his role at Catalina, Henger is set to take over the store network. This is said to comprise 90 million US households and 300 million weekly shoppers. The presence of Henger and his skills set is intended to boost Catalina's emerging digital media presence. The decision to hire Henger follows a recent deal Catalina struck with Nielsen Co., which will see its in-store shopping data augmented with consumer media exposure data.
Marketers should analyse social networking fan pages
Filed under: Affiliate Marketing News, Affiliate marketing, Marketing Strategy, affiliate marketing training
An expert has suggested that collecting data from consumers' social networking habits is a useful way to create targeted email and affiliate marketing campaigns
Jacob Morgan, from Chess Media Group – a social business consultancy, says that the kind of information that can be gleaned form consumers’ social networking habits can be used to help marketers build up pictures of their customers’ needs and wants.
He explained, "clearly understanding where your customers are the most active is crucial for a successful social media campaign." "Brands need to continue to provide interactive, valuable and unique content to their customers to keep the relationships and the community going strong."
Facebook fan pages are particularly useful, according to Morgan, who says that these pages can help marketers gain valuable information regarding the way in which customers engage with a certain brand or product. Marketing professionals would do well to spend time analysing these pages to increase the power of their own campaigns, says Morgan.
Facebook is becoming an even greater source for advertisers, as a result of a recent deal with PayPal. The agreement means that advertisers can pay their subscription fees through PayPal, which is set to benefit smaller firms in particular.
Travel agents need original website content to compete online
Filed under: Affiliate Marketing News, Affiliate marketing, Copywriting, affiliate marketing training
More money is expected to be spent on holidays this year and to make the most of this, travel agents are being urged to create original content to compete with online booking agents.
A poll undertaken by the organisers of the British Travel Awards (BTA) found that all the respondents said they will use the internet to either research or book part or all of their holiday. They use websites for several reasons including destination research and price comparison.
The chief executive of the BTA, Lorraine Barnes Burton, says, “In order to compete with internet retailers, agents need to expand their own websites to include independent content that will satisfy their customers with constructive reviews.”
She went on to explain that this can be in the form of blogs, online news articles, social networking or reviews. The content needs to provide information not available elsewhere as that is what customers want to read.
The poll also found that holidays are no longer considered a luxury for many people who now consider them an essential part of maintaining a work-life balance.
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Events managers feel benefits of email marketing
Filed under: Affiliate Marketing News, Affiliate marketing, affiliate marketing training, email marketing
Those in the know claim that email marketing is an essential tool in the event management industry.
A study carried out by evocos, an event management software provider, found that events planners and managers use email marketing in 80 per cent of cases, showing that it is a popular way to spread word in the industry.
The firm’s managing director, Kate Oxton, explained, “being able to send out event invitations via email is not only more cost effective than traditional mail, but it comes with a lower carbon footprint and the ability to track and measure the results.”
Only 17 per cent of event managers said that email marketing played no part in their marketing strategies. Most of these managers attributed this to their perceived lack of technical skill or a lack of understanding of the benefits of such marketing.
Oxton says using email marketing is simple: “Email marketing is so easy and intuitive to use nowadays. There’s no requirement to understand HTML. All good quality solutions come with easy to use editing platforms.” She adds that anyone who can use simple programs, like Microsoft Word, can use email marketing to help promote their events.
Email marketing needs to reflect client behaviour
Filed under: Affiliate Marketing News, Affiliate marketing, affiliate marketing training, email marketing
Experts believe that firms embarking on email marketing for the first time can drastically improve their ROI by targeting clients in terms of their behaviour.
These “behavioural targeting strategies” involve taking time to research clients' preferences. A wide range of marketing strategies, including direct mail and email marketing can be made more effective through this targeted approach. This is according to Jenna Weiner from business consultancy Overnight Print.
She explained that there are various ways to gather the information from existing and potential clients: "Companies can utilise feedback campaigns through surveys, either mailed or offered online, to see what kind of information customers want to receive and which promotions or products they are most interested in hearing about."
Evidence suggests that customers are turned off then they receive unsolicited and irrelevant marketing emails and are less likely to use a brand again if they receive this kind of marketing.
Weiner also says that detailed 'opt-in choices' are a must for any new firm thinking about sending marketing emails. They should also use these forms, together with opt-out forms, to gather information on the clients’ behaviours.
Expert claims unique content is key to social networking success
Filed under: Affiliate Marketing News, Affiliate marketing, Marketing Strategy, affiliate marketing training
An expert has spoken out about the importance of creating unique content when using social networking as part of a marketing strategy.
Jacob Morgan of the Chess Media Group says that businesses that want to take advantage of the social networking phenomenon need to first establish where their customers are most active. This will enable them to identify where their customer base spends most of its social networking time, thus enabling their marketing to target these areas.
The next stage is the creation of unique content, which is the key to establishing a strong brand community online. This is according to Morgan who explains, "brands need to continue to provide interactive, valuable and unique content to their customers to keep the relationships and the community going strong."
Morgan’s statements follow news that Facebook is the most popular avenue through which to share online content, such as news articles and blog postings. Some 31 per cent of all content sharing occurred through Facebook, with 30 per cent happening through Google and 25 per cent through Yahoo!
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