Category: Digital Media & Marketing

Any post related to digital marketing, media, search marketing etc.

International Search Summit Oslo (4)

The last block of the International Search Summit in Oslo is on its way. Yet another great case study presented by Pontus Kristiansson, Avail Intelligence: European landscape – Behavioral Merchandising and On Site Optimisation. I asked Pontus earlier what they are doing and, in a nutshell, he explained that they analyse the search behaviour and from that data Avail makes sure that the “product pictures” shown on e-commerce sites are relevant to the user. And, therefore, they increase the conversion rate for their clients. Wow, this is great. This goes beyond testing what Divolution spoke about at our International Search Summit in London 2008. So now we cannot only test your site on which frames and boxes convert best for your target audience, you can also determine which pictures in the box that converts best will increase the conversion on top of the design. I hope that makes sense?! Now, does SEO, PPC, e-commerce etc. work – Andy Atkins-Krueger of WebCertain now speaks about Tracking – An Overview of the importance of synchronised tracking and how search patterns are different in different regions. He also introduces WebCertain’s newest product Global Central, the only tracking tool that compares “apples with apples”

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International Search Summit Oslo (3)

The afternoon here in Oslo starts off with β€œSEO Howlers”. Andy from WebCertain, Kristjan from Nordic eMarketingg and Sergey from Zett.no start off to point out interesting facts of what they found on various international sites, such as teh “formula to lose money” and “robot.txt that just don’t work”. It is hard to summarise a session whilst moderating it at the same time. However, the howlers point out common or not so common mistakes made by search marketers across the world. Since I am moderating, after listening earlier at the International Search Summit, I only briefly summarise the key points (sorry). If you want to be involved, register today for our London International Search Summit, the early bird discount expires on the 31st of March 2009 Following form there is speaker Beate Lofseik of MakingWaves.com outlines an interesting case study about VisitNorway.com for their SEO efforts. Beate is an experienced Webmaster and Public Affairs officer and worked for IM Skaugen, Oslo Stock Exchange and Terra-Gruppen. She focuses on the main categories of: – content – Technical – URLs – Links Regarding content, telling a story and giving things people want to read about. It shows, as Peter outlines in his

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International Search Summit Oslo (2)

After the first part of the Summit we are back in Oslo for the 2nd part. The second part of the International Search Summit in Oslo hosted by WebCertain, the leading international search marketing specialists, starts with a case study: Gard Jenssen from Seobra.no, shows us “How to use SEO for B2B sales support internationally”. Gard was VP Product Development at Yahoo! Europe, VP Product at Kelkoo, National Expert at European Commission in charge of the EC’s first web site, Chief Development Editor at Origo.no (Telenor Media) and created the first version of the Norwegian Government’s web site in 1994. His session discusses the Search Journey, starting with the user’s intention and search, looking at the results and finding and buying. Particularly the B2B sector he points out are “professional buyers” and do thorough research. Often their product search is very “long tail”. So in order to attract any visitors to your site, you need to make sure you have a good keyword strategy and using AdWords for “learning” and for leads. A good strategy is always to run some AdWords to see which keywords are converting and then use them for PPC as well as SEO. Gard uses his

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International Search Summit Oslo (1)

Today, the 1st International Search Summit outside London takes place – in Oslo, Norway. WebCertain, the multilingual search marketing specialist, hosts the 3rd International Search Summit after 2 successful events in the British Library in London 2008. 2009 will see the next London event, International Search Summit on the 14th of May in the British Library. Speakers there include Bebo, Linkedin and Plaxo as well as international search specialists speaking about Twitter, Facebook, and other social media marketing tendencies and techniques. The Oslo event on international search kicks off with John Brenne from the WebCertain Oslo office introducing the event and pointing out issues related to “going global”: – Research – Language – Localisation aspects – Currency – Methods of payment Following on from that, WebCertain’s MD Andy Atkins-Krueger, is speaking about “Guidelines for Setting up sites for international markets”. Andy points out the huge opportunity globally online: Also, in terms of tracking domain names, the most growth is seen in emerging markets such as China, Russia, Brazil, Mexico, Egypt, and India but also in Germany. Languages used online are still lead by English but followed by Chinese, Spanish, Japanese and French. Further in the top 10 are German, Arabic,

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Inbound Marketing – push versus pull

I am a little behind writing about things. But Hubspot who has built itself a good reputation for inbound marketing over the last while, has done a webinar about “Measuring Inbound Marketing 101“. Coming from a telemarketing background and being a strong believer that outbound marketing works, I am not denying that inbound marketing might be more effective. The “push versus pull” approach. I agree that email marketing, Radio and TV adverts are not working as well anymore. Direct Mail I believe is still a viable outbound marketing tool as it lands directly on your desk and is used less often by companies these days. So it might be on its way back?! What is inbound marketing? Using “pull marketing techniques” such as a) Social media: twitter, Facebook, Linkedin b) Search Marketing (SEO/PPC): being found rather than finding the client c) Bringing content to people, e.g. blogs, PR, videos or podcasts Those information need to be found, using the right “tags” by the people that are potential clients for your services. E.g. instead of you phoning 100 people a day and hoping that 10% are interested in your service, you wait until they come to you. But does that work?

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Twubble

Now, this is an interesting Twitter Tool. Twubble. It analyses who you follow and who those people you follow follow. If that makes sense. And, if one or more of those people you follow, follow someone else, they suggest them as someone of interest for you to follow! Wow. Check it out! Volker

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Twitter Twitter Tools

Twitter seems to become more and more popular. And, you can check how well you are doing with that social media tool, too! Here is a list from justtweetit. Volker’s Twitter Profile The Twitter Grader by my friends from Hubspot puts me on rank 118,561 out of 1.2 m – not sure if that is good or not. Tweetstats shows you not only the amount of tweets, but your density per day and who you tweet to most. Very useful tool. Follow Cost is a tool that suggests how annoying it is to follow someone. I tweet on average about 4.1 times a day. So not too bad is it?? Have you ever wondered who follows you back and who doesn’t? You add all those people and then no one follows you back? Test the FriendorFollow Application! Really disappointed that some of my friends do not follow me back πŸ™ @davidsegal and I are competing for followers at the moment. So best tool to use is TwitterLeague. It really shows you how much popular I am, lol! And, ever wondered how much influence you have on Twitter? Try Twitter Influence. Very interesting to see how you compare. Similar to the

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Saturday Blurb

Oh dear. What have I done all day?? I played with some plugins this morning and got a 404 πŸ™ Luckily my friend Gerda noticed it just in time for me to turn of the wrong 301 πŸ™‚ So really, my intentions today were to finalise my SEO settings for the blog but need to read and modify the plugin a little bit more. Got stuck trying to modify my background at my twitter profile. Didn’t really work either. Guess I have to learn more about php, cms, abc and def πŸ˜‰ For a non-techie I am not doing too badly, do I? So, before I spend the next few hours trying to bring more content on this page, I rather stop, open a nice red wine, get dressed for tonight and spend a nice evening with my wife and another “expecting couple”. We even bought our first diapers today, better getting used to spending money for diapers, wipes etc. before the little (big) one arrives. Content to follow tomorrow, as a 301 πŸ˜‰ Volker

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