Digital advertising and marketing: only the best ideas worldwide, since 2003

US users and search engines

on February 25, 2004 by Martina Comments

Nielsen//NetRatings has release a couple of days ago a report about US Internet users and search engines. 114.5 million or 39 percent of Americans used a search engine during January 2004. The 114.5 million unique users, representing 76 percent of the active online US population, each spent nearly forty minutes using search engines during the month. The 114.5 million unique users, representing 76 percent of the active online US population, each spent nearly forty minutes using search engines during the month. Another good indication for the healthy search engine marketing industry.

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MSN goes wireless

on February 25, 2004 by Martina Comments

Microsoft announced yesterday that it will soon start offering a feature allowing mobile phone users to access Hotmail and MSN Messenger while on the go. They’re developing the technology with Openwave Systems. As explained on Reuters (via Yahoo!) Microsoft has been working on wireless software since a couple of years, targeting handset makers and operators as a high-end business tool, now they’re taking a step in the B2C market. MSN is eventually trying to extend its brand on mobile phones looking for a personal and extremely direct relationship with its consumers.

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Food for “banner-maniacs”

on February 23, 2004 by Martina Comments

LemonAd and Strategies presents the top new European banners of the week… Not as good as my own collection, but worth checking out anyway They’re here

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Track that feed!

on February 23, 2004 by Martina Comments

An incredibly useful marketing tool might have been created by IMN, a firm that announced the introduction of an RSS tracking system. RSS can be the future solution to replace e-newsletter which are loosing more and more credibility because of spam. If the IMN’s solution really works, then RSS won’t remain a thing for geeks only, and will eventually debut (and succed) in the mass market. On ClickZ, Kathleen Goodwin, CEO of IMN said about the tracking system:

“We’ve encoded all the links — usually with an RSS feed you get a subject of an article and a link. Every link provided is a unique trackable link. When you open up the feed we know it. Every time you refresh the feed we count it. And when you click to read a particular article we register that.”

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Pepsi-iTunes promotion hacked

on February 20, 2004 by Martina Comments

A couple of weeks ago Pepsi and iTunes launched an interesting promotion. Drink a Pepsi, get a code, and download a song for free. Cool integrated marketing idea but… the promotion has been soon “hacked”. As a matter of fact, people can get the code without actually buying the bottle. Read more about this incredible story on ZdNet.

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BBC Mundo online push

on February 20, 2004 by Martina Comments

BBC News is launching an online push to target Latin America’s audience and promote BBCMundo. As explained on Revolution Magazine, the campaign, which features rich media ads designed by Agency Republic, aims at introducing people to the new information Web site in Spanish.

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Jupiter: email marketing ain’t dead (yet)

on February 20, 2004 by Martina Comments

Jupiter Research has released this week a new report on online advertising. Details about it are provided on IAR. Internet advertising grew 10 percent in 2003 and is expected to continue at a rate of 19 percent compounded annually through 2008. Broadband is helping the growth, leading the investments in rich media ads. Paid search is still attracting a lot of attention and, good to know, email marketing is still alive and well, showing a compounded annual growth rate of 24 percent over the next five years to reach $6.1 billion by the end of 2008, according to the report.

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Toyota signs exclusive deal with eBay

on February 20, 2004 by Martina Comments

Toyota Motor has agreed to become the first exclusive automotive sponsor on eBay, the online auction site. The article on the IHT says that we can expect more of such deals in the very next future, since automakers are becoming more and more unsatisfied with TV advertising results (and costs). Thanks to the deal, Toyota will be the only automaker advertising new vehicles on eBay and throughout eBay Motors which is the most-visited automotive site on the Web, according to Nielsen/NetRatings figures. Furthermore there will be a “Fueling Desire” a dedicated site for Toyota to showcase new cars and promotions.

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Mercedes-Benz increases spend in online advertising

on February 19, 2004 by Martina Comments

In 2002 Mercedes-Benz reached excellent results through online advertising so, in 2003 it decided to increase the budget for online communication by 20 percent. The objectives of the German auto-maker are basically to consolidate its brand image and to get closer to its customers. They constantly look for integration with the traditional marketing channels, and they also pay a lot of attention in the selection of the advertising spaces, not only with reference to the potential target audience, but also to the timing in which ads are displayed. An excellent article on Le Journal du Net focuses in particular on the campaign for the cabriolet CLK launched last May.

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Tell me where you surfed and I’ll show you the right ad

on February 19, 2004 by Martina Comments

It’s called “behavioral targeting” and it has nothing to do with magic. It’s simply a new option for marketers: to serve ads based on a consumer’s past surfing behavior. Several Web publishers are taking advantage of this possibility to attract advertisers. On Yahoo! News (AdWeek), you can read a little bit more about it.

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