2005: The Year in Google
- Josh Yeager
My initial intention for this month's Sitewire newsletter contribution was to write a comprehensive review of the "Year in Search". While the intention was there, the ability to review the happenings across the top 5 search engines proved too verbose for my article. I started off by reviewing the major milestones of the darling of the search world, Google, and I hit my word count cap covering these guys alone. If you wanna talk shop with me about any of the other major engines or happenings within this space, please feel free to email me directly at jyeager@sitewire.net. Otherwise, you'll have to settle for a month-by-month recap of the major events that Google gave us in 2005. Enjoy!
January -- Google launches AdWords API. This feature allows developers to write programs that interact directly with the AdWords system. A boon to tech-savvy search marketers everywhere.
February -- Google Local is added to the Google homepage to allow for easier access to this service by searchers seeking local (geo-specific) search results.
March -- Google acquires Urchin Software Corporation. Urchin is a web site analytics solution used by web site owners and marketers to better understand their users' experiences, optimize content and track marketing performance. Where would any marketer be without the ability to match back ROI?
April -- Google launches Site Targeting in beta. Site Targeting enables advertisers to place ads on specific content sites across the Google Network.
May -- Google announces Blogger Mobile, which allows bloggers to create and update their blog on the go using their mobile phone. Blogger Mobile users with camera phones can even upload photos directly to their blog with this ultramodern blog offering!
June -- Google Earth: Google's satellite imagery-based mapping product combines 3D buildings and terrain with mapping and search capabilities. With Google Earth you can fly from space to street level views to find geographic information and explore places around the world. If you haven't tried it, I highly recommend this addictive download here:
July -- Google partners with Univision to bring search services to the nation's most visited Spanish-language website. The implications and opportunity from this partnership are estupendo to say the least.
August -- Google launches Google Talk, a downloadable instant message (IM) application that enables Google users to exchange IMs with other integrated IM clients like Trillian, Adium, iChat, GAIM, and Psi.
September -- Google launches Google Blog Search, a beta search service that enables users to search for blogs and posts that match their interests.
October -- Google kicks it AZ-style! At a joint press conference with Arizona Governor Janet Napolitano, Google announced they'd begun initial operations in Phoenix, AZ and plan to hire hundreds of people here in the coming years. The new Google office will be primarily focused on engineering, operations and IT support functions. "This is another positive step for Arizona. Google, as a company, represents the right kind of player for the new economy we're building; one that values education, new technology and the future," said Arizona Governor Janet Napolitano. "I'm thrilled they've chosen to locate here."
November -- All hail the launch of Google Base; a free online service where users can submit all types of online and offline content that Google will host and make searchable online. From recipes to resumes to rental units and more, Google Base could quite frankly turn eBay and Craigslist on their ears! Google Base is still in beta, located here:
December -- In what could probably be considered the largest announcement of the year, Google and AOL (America Online/Time Warner) announced their intent to expand their current strategic relationship. Google committed to kicking in $1 billion dollars for a 5% equity stake in AOL. The companies plan to collaborate on online video ventures, integrate IM platforms and more. The piece of this announcement that marketers will find interesting is the advertising component. The companies intend to create an AOL Marketplace through white labeling of Google's advertising technology - enabling AOL to sell search advertising directly to advertisers on AOL-owned properties, as well as expanding display advertising throughout the Google network. For the first time ever Google has shed its advertiser-agnostic pretense and vows to provide guaranteed placement of AOL ads within Google search results. This is a major shift in the Google we've come to know and love, albeit not that surprising as the market continues to shake-out and evolve.
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CGM and WOW - What do They Mean and how do They Affect Your Business?
- Katie McNally
While the acronyms RSVP and ASAP have long since been common place in the language of popular culture, what snappy strings of related words do the new kids on the block represent?
CGM: Consumer Generated Media describes a variety of sources of online information that are created, initiated, circulated and utilized by consumers who are intent on educating one another about products, brands, services and issues.
WOW: Word of Web media is the internet's version of word of mouth advertising using CGM channels to facilitate educating each other about products, brands, services and issues.
Instances of CGM refer to a number of WOW vehicles including:
- Direct feedback to company Web sites
- Online bulletin boards, chat rooms, forums
- Person-to-person email
- Blogs (personal Web logs / diaries), mob logs (sites where users post digital images, photos, and video clips), blogger communities (i.e. livejournal.com)
- Consumer opinions and reviews, consumer feedback sites
- Podcasts (audio files created and posted on blogs)
This means that old school water-cooler talk, where personal experiences are shared and discussed candidly, has been taken online and continues to grow in breadth and reach every day. While many of the forms of CGM have been in use for a number of years now, businesses are just starting to realize the power of these vehicles. WOW content being raw in nature comes with a degree of trust that traditional marketing lacks as it comes from a third unbiased party not selling the other users, but interacting with them. For this reason it is important that businesses know what is being said about them via CGM channels as the messaging may be taken more seriously than their own marketing efforts. The interactive nature of the CGM vehicles also tends to bring out stronger opinions and perspectives than passive marketing communication or even requests for client/customer feedback. Users tend to speak candidly and speak the truth in these channels of communication, so you may end up getting feedback about your business that you never would have been able to pull out of a client/customer when asked via a formal survey.
Given that CGM channels continue to grow while communicating about products, brands and services that will in some cases be taken more seriously by consumers than a business' direct marketing efforts, it is imperative that you know what is being said about your business within this arena. Whether the discussion about your company online is good, bad or non-existent, this information must be taken into account when developing marketing messaging. Trying to market your business online without being equipped with what's already being said online would be like a politician coming to your town and speaking to issues that have nothing to do with local concerns. CGM and WOW communication aren't going anywhere; don't let your business move forward within the online space with a blindfold on. Related online discussion forums, blogs and social networking sites should be monitored for references to your business and industry. This information can then be taken into account with informed business and marketing plans being developed to react to online perceptions of your business.
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Quick E-mail Tip
- Leslie Jackson
Test Often - The Need for A/B Split Testing in E-Mail Marketing
Most businesses that utilize e-mail marketing as a means of communicating with their database of customers are guilty of blasting the same group of people the same message over and over until they finally stop opening these e-mails and sanction them to the DELETED ITEMS folder.
If you are following all the other rules of effective e-mail marketing that have previously been discussed in the Sitewire newsletter such as segmenting your database, e-mailing the same group no more than two times per month etc... you are ready to graduate to testing your e-mail offers!
A/B splitting is the process of testing the effectiveness of your e-mail messaging. In order to do so, begin by developing two identical e-mail messages and alter one variable in each. This variable could be the offer, the subject line or even the call to action. See below for an example of varying content for each:
Offer: 10% off vs. $5 off
Subject Line: Discounted Golf Items Available at the Super Great Golf Shop vs. Super Great Golf Shop Sale
Call to Action: Click Here vs. Buy Now
Make sure your total test group is at least 400 people (200 per test e-mail). Be sure to have a way of tracking the response rate to both of your variables, such as having the customer bring in the coupon to redeem the offer.
A/B Split testing should provide you with a good indication of the price sensitivity of your target audience. It will also allow you to tailor your future e-mail messages to that which is most popular amongst your customers.
For more information about A/B Split testing, please contact your Sitewire representative.
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