From the UK, an interesting application of online geo marketing. Wagamama, an Asian chain with over 60 restaurants in the country, is about to start its first online campaign in partnership with Multimap. Their idea is to target anyone preparing to visit an area near any of their shops. As explained on Brand Republic, a message will appear on the screen calling for people to “click here for noodles in this area”. Then, on click, all the restaurants in the area will be pinpointed on the map in detail.
I very much like the idea. It’s a smart way to mix geo targeted and affinity marketing.
According to a new study by JupiterResearch, most companies don’t get search engine marketing right, in the sense they evaluate the results in the wrong way. ClickZ reports there is a lack of measurement of business goals, with many marketers unable to tie conversions to search marketing activities. Basically, what the research points out is that, despite its growing popularity, search engine marketing is still rather immature. Most of the times it is just a “one shot” activity, and it isn’t fully integrated in the brand marketing strategy.
According to Forrester Research, in Europe the search engine market will generate 1.4 billion Euros of spending in 2005. The definition “search engine marketing” includes everything related to commercial search: paid listings, contextual search, site optimization, and paid inclusions. While search marketing’s share in online advertising will increase for another two years, Forrester believes it will start decreasing in 2007. The slowdown will be due to a probable increasing negative attitude of consumers towards paid listing, but also to the growth of rich media ads and the increase in the price of keywords. Hellen Omwando, Consumer Markets Analyst at Forrester Research, says:“While it’s unlikely that prices in Europe will reach the same levels as in the US — where the same keyword might command five times the price than in Europe — increases will be significant enough to make it difficult for some marketers to justify the ROI of high prices; they won’t be able to compete for popular keywords.”
The Search Marketing Association has been formed this week to promote the use of search engine marketing in the in the UK. One of the men behind this initiative, Simon Collingridge from Netsposure explained the idea is the help companies getting the most from online marketing, attracting the right visitors to their websites and converting them to prospects or customers.
Search engine marketing has grown by about 70% in the UK and is expected to bring in revenues of £598m during 2005. Localised ads based on PPC model are leading the way, but organic will also play a role, a report by E-Consultancy explains.
Colgate-Palmolive is going to implement search engines strategies to promote its brands and dedicated web sites through Europe. The company has just appointed Agence Virtuelle to run campaigns in the UK and 13 other European countries, in eight different languages. Read more on Netimperative.
Rumors around the Web say Microsoft is ready to enter the “paid search” market. An article on Dmnews reports Kenexa, an employment recruiter, last month posted job vacancies on MarketingSherpa.com, Monster.com and HotJobs.com, seeking paid search specialists for Microsoft. Is Microsoft getting ready for a new battle in the search engine war? Probably, also considering the locations where Microsoft and Google are opening their new offices. The battle is online, and in the streets of Redmond and Mountain View…
Sorry I could not stop stop myself from using this funny title (I really can’t hide my sarcastic copy soul But talking about such a serious stuff like Search Engines are (here comes the sarcasm again…), this post is to highlight you a recent article by Chris Sherman on SearchEngineWatch entitled “Measuring Search Engine ROI“. It features the results of a survey by NetIQ in which more than 800 partecipants responded to questions about their search engine marketing efforts and the way they measure success, which, by the way, the 31% of them don’t even measure…
Andrew Gerhart, on Top Site Listing summarizes the characteristics of the main search engines and provides a few tips to improve positioning and to get the best results from SE advertising. It’s a summary of a wide topic, however it’s useful.
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