The Digital Marketing Blog

Buenos Aires is happily getting used to receiving international Internet people, in this case today and on Tuesday USUARIA has a congress that brought us Vinton Cerf, that even it is not his first time here , it is the first time that his second last name is Google.

It is interesting to validate a lot of things  that many people form the Internet industry breath every day and it is really valid because the 300 people that were in that room in the Sheraton were mostly from the hard technology field and politics (see program most of the president candidates will be presenting on Tuesday)
 
Some info that I wrote down from the talk :
 Ellacoya has measured that 46% of the ip traffic is http, of that number 36% is streaming, 5% is audio and 20% is youtube!. Another 37% of the total ip traffic is from peer to peer. I found this study and it is very good.

 
 The London company Sandvine has similar status.

 The speed in which many users are surfing, and they increase every day, allows to download videos faster than the physical time let us see them.

 The fight that is arising among the big contents providers is to fight for the share of screen or widgets on the desktop.

The three challenges that Internet has: 1. Copyright, 2. complex objects that can only be read with a computer. 3. BIT ROT or to have future operative systems live together and software versions with documents created with past versions, does it sound familiar? I need to make clear that it is not an attack to MS but that it happens with all systems even with open source.
To keep up we have an AMDIA event in seven days.

 See you then.

 

Mariano de la Vega, jury of Cannes Lyons 2007 wrote us these lines:

 It is a  SEM  case from Poland that obtained a Bronce Lion in the category “Innovative Ideas” from Cyber.

 It is a goodwill campaign  from the Polish Center against AIDS  in collaboration with netSprint.pl a search engine that indexes more than 122.000.000 websites in Poland.  During the campaign all website with sexual content were protected.  When the user typed the keywords such as “sex”, “anal”, “oral”, “porn” or “fuck”  on the result pages all these words appeared inside a little condom  GIF.

 A banner appears next to the results with the logo of  the Polish Center against AIDS, a condom and the phrase “Before you enter” .

 A different and innovative idea of the usage of SEM  because the aim is not to generate traffic to a site but to raise awareness in the usage of condoms before having sex (or cyber sex in this case).

 Example with images:

 http://www.arcww.com.pl/searchengine/sex_results.html
http://www.arcww.com.pl/searchengine/mixed_results.html

 I think that seeing this case being awared in Cannes talks about the relevante of SEM   in the digital marketing context and the growing need of creative approach that can make a difference in a media that it is getting a good portion of the online investment and where the challenge for the advertising usage is growing.
 Cheers

 Cheers
Mariano de la Vega
Thanks Mariano!

Tomy Lorsch just sent me this link to the PR Web, SMX and OME get together to organize event in Latam:

 http://partageznouvelles.com/releases/2007/8/prweb547796.htm
 Has anybody used the PR Web service? Do you recommend it?
I’ve been following it for quite a while but I haven’t tried it yet.
 

At inZearch I am suggesting to use iGoogle  and reading one of my feeds I arrived to a video from Matt Cuts uploaded into Viddler.

 An hour of Matt Cuts… one thing is to reed it but it is very different listening to it! SEOs of the World now you can enjoyed Matt on camera.

  Enjoy it!

On a previous post I have told you that during AMDIA 20^th anniversary there will be a three day congress with a very varied program of direct and interactive marketing specialists.
 A little more than a week from the event the last keynote speaker for the second day was confirmed: MYSPACE, that two months ago launched their Latin American Version, they will probably be speaking about social network

 Lets remember that MySpace is the first social network of the World, followed by Orkut (number 1 in Brazil), HI5 (first social network outside US) and Facebook (second in USA, growing almos three more times in the last 12 months and obtaining 50% of traffic of  MySpace).
 During the second day, the second edition of MKTG20.com will take place and it morning version we will have a great program with speakers form Second Life Brazil, MySpace Latin America, Yahoo, Google and MSN:
 In the case of Second Life Brazil and MySpace, it is the first time that they agents from those companies are presenting in Argentina.

 More information on the site of the event, www.directoaresultados.org.ar

 I hope I can write more before the event, I was missing for a couple of days due to happy reasons.

 
 See you there…
 

Yesterday from 9am to 7pm in the Sheraton in Santiago the 3rd International Online Advertising Seminar took place, organized by Interactive Media Association (AMI), now renamed IAB.cl

 There were approximately 400 people that attended the conference from the excellent program that AMI prepared this year.

 Sponsors, congratulations to all news media.

 Unfortunately I was unable to attend to all the presentations because I was looking after the Directa Network, Performa and inZearch stands. This year’s news was the amount of stands compared to that of the event AMI organized in 2006. I counted more than 15 stands: Buscape, Mercadolibre, Salo, Google, MSN, Rockandpop, Amarillas.cl, Terra, Mixplay and I was surprised to see coverage from almost all the digital news media networks, EMOL, Canal13, LaNación, among others. This is still unusual in Argentina and did not take place in such massive manner in the Adtech, where big players like Google, MSN, Yahoo and all the adnetworks dominate the place.

 
Notes about what I saw at the presentations

 It is worth mentioning the closing of Joakim Borgstrom form Wieden + Kennedy with a memorable presentation about online creativity that was very useful to think about creating advertising that can involve the consumer in an emotional way. Joakim left concepts such as KANSEI or the art of incorporation emotion and feelings to the designing process.

 Some interesting things from the creativity panel such the mea culpa of Santiago Puigari from Grey who assumed that “we the agencies, contribute to the delay of Internet growth” like Martin Osorio stated at the same event last year “we, the central media, don’t understand the Internet… we welcome these type of events and we welcome cases of success”. We welcome the mea culpa!

 From the presentation of IAB Spain I wrote down some stats:

 45% of Spanish investment is bought under the pricing per click mode (144m of 310m annual euros)

 40% of Internet penetration (like Chile and the double of the average in Latin America)

 12 hours per week connected to Internet compared to 18 to TV (we have little to go)

 In UK 58% of online investment goes to search engine and online represents 12% of the pie! (vs. 4,5% in Spain, vs. 2% Latam)

 There are 22 IABs in Europe with 2500 members, more than 100 per country.

 Well, the attendees seemed to be happy, who I could notice were from agencies and media and direct advertisers in a much smaller amount. There was room for networking and recruiting in the coffee breaks, a flawless lunch and great facilities… congratulation Yerka and team!

 MORE INFO: I heard great reviews about this Juan Camus presentation that I couldn’t attend
 

After our post on Friday, Mariano de la Vega sent us some words from Cannes (thanks Mariano!)

 I wouldn’t say that Argentina hasn’t obtained anything when it got two shortlists and both shortlist are the same idea played on two different ways (banner and viral video.

 Only great ideas reach the shortlist, but getting to an award, excellence in execution was expected, I can show you excellent executions (automotive) that have not reach the shortlist because they couldn’t find great ideas on them.

 It has been a very demanding jury on this edition and as proof you just need to compare the awards from 2006 with the ones on 2007, where less awards were given. I am very happy with the level and where a standard was set for the future, I think that the last period 2006/2007 has been very productive for the industry in our region that has been growing, but also around the world.

 Beyond countries, borders, agencies and networks I believe that Cannes is about celebrating the best ideas and executions without thinking about its origin. This is what makes the festival big. Awards are not given: the excellent is distinguished among the best.

 I have seen people from countries that are more developed than our region, celebrating getting into the shortlist. It was really difficult getting into the shortlist.

 I think we have to take advantage of Argentinean creatives and make the clients invest on big executions and not seeing the media only as a source when there is not budget, brief or strategy.

 This space is evolving not because of technology but because of the people that is using it. We have to understand that besides being an integrating media of other media it is a media to distribute content.

 The viral video grandprix  shows how a customer and an agency had the guts to choose to broadcast a spot that could have been done for TV, however the strategic decision was: instead of looking for the consumer I will let them come to us, choose to see us and  choose to spread the message with a relevant concept to the audience, inspiring and full of insight.

 The grandprix that won, diesel (far far Sweden) shows that it’s not a question of technology application, but that success is based on an identification of the user and the originality approaching the website.

 Maybe this is the beginning of the end of corporate sites that try to speak to the user from there own core without establishing a real conversation with the consumer.

 Lets not forget that people do not visit a website just for its good design or because they click on a link. People visit a website when there is something valuable for their own interest.

 To sum up what this Cannes edition leave us as a lesson is the value of simple original ideas that come from and insight and that they involve the user building it and spreading the message.

 In this order: Idea and execution.

MORE INFO

 Agencia Interactiva del año: AFRICA PROPAGANDA from Brasil.

 Premios IAB Argentina

You can see all winners here.

 Good for Spain for the two golds, one for Quieroverunfantasma that was mentioned on this blog and also three silvers for Brazil.

 Argentina? Very well thank you… we settle with Mariano de la Vega as a juror who anticipated that northen countries would receive a lot of awards.

I think that the viral from Dove that obtained the Grand Prix,  was really good, so much that it generated parodies like this one… 

In a previous post of social nets and more in Argentina we mentioned Cadaminuto.com. I personally follow with lots of expectation its evolution and the news is that last weekend they changed their name to: Keegy (a name very ygeek).

It wasn’t easy to come out of prebeta, when they launched in December 2006 the blog Loogic was the first one to cover ir and controversial comments were generated, that with a lot of feedback from users, they made Cadaminuto evolve until it became Keegy.

What is Keegy?

As Andres Alterini mentions in Mybloglog, Keegy is a smart news aggregator and he says on his blog: and application that learns from the anonymous interaction of the users that generates the edition at each minute. Comparing to Digg or other clones it doesn’t ask the user what he likes or where he is from, but it analyses all the information that is registerd through a powerful algorithm based on tags.

The new version came also for English sources and now it groups news of the same topic the same way Google news does, in this way they avoid that if they talk about one source for example “Messi scored twice” it will group all the articles that about Messi scoring and will take less room of the screen benefiting the reader.

Focus on the common reader

I definitely believe that its creators focus on the user. A common user that does not subscribe to Digg , doesn’t know what Delicio.us is or thinks that is a site for cakes recipes, a user that doesn’t use reader RSS and never uploaded a vide to Youtube even tough they visit it every day. Algorithm does the job.

Algorithm does the job.
As a non common user I have in my exploring bar a shortcut to http://google.ar.keegy.com/ to be up to date with everything that is published about Google on different sources and I found many blogs and subscribed to them for linking them from Keegy (BTW since the change our blog doesn’t appear, I am going to clomplain).

Future

Jut coming out of prebeta and almost reaching 25.000 daily readers, some of  Keegy plans can be read at  Loogic posts. In the media we know that Thoof received a million dollar for its startup so we hope that even thought they are based in Argentina the can obtain the same o more thinking that the project has been a dream for a year and half a year of trial and error.

For now, not having the million, feed the algorithm and visit them more frequently.
 

We announced it on a previous post when we did the study about Spain that the next one would be Mexico.

 Today and tomorrow we will be at SES Latino showing our booth, then a trip around Mexico and finally ADTECH Miami. Here is the newsletter…

 inZearch* introduces “Search Engine Marketing: 1st Study SEO MEXICO and its comparison with Argentina and the Spanish markets.

 Companies that invest the most on advertising do not use good marketing strategies for their websites.

  (Buenos Aires, June 18 2007) inZearch* / www.inzearch.com, Search Engine Marketing Agency leader in Latin America introduced its “1^st Investigation SEO MEXICO about the 50 companies that invest the most on advertising in the Mexican market”. The results show that the great amount destined to off line advertising was not accompanied by the appropriate marketing strategies on the Internet so their websites could move along the investment with good positioning.

 The study reflects the reason for the low performace and provides solutions and also shows a comparison with Argentina and Spain market reality.

 For the investigation purpose website of the 50 companies that invested the most on advertising during 2006 were analyzed. The results were significant:
 Most of the big companies do not take advantage of their websites.

 56% of the websites do not have an assigned title or use the same one for each of its pages.

 Only 8% have optimized titles that include some relevant keywords. There is a similar percentage for Argentina market, while in Spain the situation is a little better because 12% of the companies analysed have optimized titles.

 50% of the sites have less than 500 listed (or indexed) pages in Google. In this sense Spain is a little better with 45% and Argentina is in not so good position with 76% of sites with less than 500 indexed pages in Google.

 60% of the sites analyzed do not appear within the first 20 search results. In this topic, Mexican  companies that invested the most on offline advertising are the ones that reached a better performance, followed by Spain with 62% and Argentina with 77%.

 Another surprising data shows the gap between the investment and performance obtained: Most of the sites that were analysed do not have direct links from search engines, getting as a result not appearing on the first position of search engines.

 Talking about metatags presence. Mexico has the worst performance, because only 24% of the sites detect some presence. On the sites of the Spanish advertisers, metatags presence reach 36% of the sites, while Argentina has the best job in this aspect, with a presence of 38% of the analyzed sites.

 44% of the pages of Mexican companies that invested the most on advertising are present in DMOZ and Yahoo Directory, the two main Web directories.  Spain leads this field with 56% of the sites present in both directories and on the other extreme, Argentina has again the lowest performance with a presence of only 7%.

 68% of the sites of the 50 Mexican companies that invested the most on advertising has less that 50 inbound links and in Argentina the amount goes to 70% and in Spain that amount is lower: 38%

 Even though the results show that Mexican companies with a comprehension and usage of  Search Engine Marketing more rational than companies in Argentina and below the Spanish companies, there is still a long way to go. The companies must acquire a culture of considering their website search engine positioning as a priority item in their marketing policies and get rid of the habit of focusing only in the aesthetic issue. To rank on the first search engine positions, a company needs to optimize their web page.

 “Clearly if a website is not present on search engines for keywords representing their field, it is missing a great amount of business opportunities”, stated Emiliano Elias SEO Manager of the company.
 The study was done during May 2007 and was coordinated by Emiliano Elias, InZearch* SEO Manager / www.inzearch.com, seo@inzearch.com , 5411-4857-3388

 ITS PUBLICATION IS APPRECIATED

 DOWNLOAD STUDY HERE

 Article Study SEO Spain
Marcelo Berenstein
prensa @ inzearch.com
5411-4857-3440
 About inZearch*
inZearch* is the leader Search Engine Marketing Agency in Argentina. It is part of Digital Ventures group www.digitalventures.biz, an online marketing company based in Direct Response, focused in Latin-American market and the Hispanic market in United States, with offices in Buenos Aires, San Pablo and Mexico DF