The Digital Marketing Blog

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

Next Thursday April 19th in the morning, at the Telecom Building Auditorium in Puerto Madero, will take place a Search Engine marketing workshop organized bye the Cámara Argentina de Anunciantes.

 The program will be very educative with all participants of the business, the medias Yahoo and Google and SEM y SEO agencies such as inZearch and of course all the advertisers.

 It is interesting to note that all the cases belong to known brands looking for different objectives beyond selling. Still a lot of brands of massive product do not dare to search engine marketing because they think that they don’t need it because they don’t sell online, like e-commerce site do basing big part of their marketing strategy on sponsored links in search engines.

 I remember last year a case presented at AMDIA by one of the Coca Cola brands who showed  that how with a 20% of the budget you can obtain 50% if the visits coming from an online campaign.

 We still need to solve the problem of branding, due to sponsored links not being able to  show graphic banners, the reality is that since several years ago Google, Adsense and Yahoo Publishing Network have been allowing the use of graphic banners and even better since last year video ads.

 We hope that the arrival of Google to Argentina next week, will help as a communication channel of this type of tools advantages, up to now the unknown side of the search engine marketing big advertisers. We also hope that this coming workshops helps to do that as well.

 More:Information and Registration
 

Search Engine Marketing campaigns can be implemented with several objectives. At the first developing stage of SEM search results (generating Leads, sells, downloads, etc) were the key objective expected from the usage of this tool, after some advertisers, agencies and media growth (contextual network development such as Adsense) the goals to reach broadened to branding and traffic generating at very low cost.

In this post we break down how SUBI TU FOTO increased its sales using SEM as part of their media mix.Subitufoto.com  is the leader site on services, tools and contents related to photography in Argentina. Currently, is the main service and digital pictures developing, offering the user a variety of alternatives of delivery spots and payment methods.

The Challenge
The main objective given by Subitufoto.com to inZearch was generating Leads in their site and increasing on-line sales at the possible lowest acquisition cost.
The strategy developed by inZearch* consisted in increasing the qualified traffic to the site of Subitufoto.com through Sponsor results in Google Search Engine and by doing this guarantee that everybody interested in developing their pictures online would reach the site.

Tactics 

• Analyzing y developing keywords highly related to the site services of “photographs developing” and different text ads
  
• Creating numerous and different text ads
  
• Constant Optimization and reformulating of keywords and ads
  
• Analyzing CTR and ads conversion/positioning

Results

 After a long trial of keywords, ads and optimization from the development team at InZearch we could meet the goal set out by Subitufoto.com

Achieved goals:

• Generating more that 50,000 qualified contacts (potential clients)
  
• Increasing the number of online transactions month to month
  
• • • Subscription percentage 3%
      
    • Sales percentage 5%
      
    • Purchase per client: 1,5
      

Reducing the cost per contact and acquisition 60% since the beginning of the campaign

“inZearch* allowed us to be at the moment when potential clients were looking for our services” states Sebastián Tamaña, Chief of Retail Services. 

In following editions we’ll discover how other companies use SEM for different organizational and commercial objectives.
 
BYE
 

 As the “Argentinean philosopher” Carlitos Bala used to say, you show movement by going, so Let’s Go!

This is our humble contribution to viral marketing. The best way to learn is by doing, measuring, testing, correcting and trying again.Our try outs start with the following:
 

http://www.youtube.com/watch?v=DYQno94rSsw

 http://www.youtube.com/watch?v=o5PRmMqsrFA

 
 http://www.youtube.com/watch?v=K2p2FkSg9Hs
 I hope you like them.

Casa Bloody Mary increases on-line booking with Sponsored links

www.casabloodymary.com and old Tudor style building recycled into a small hotel for national and foreign tourists and business people, which has 5 bedrooms, personal customer service and tourist information. It is located in Las Cañitas neighbourhood (Buenos Aires) and La Imprenta neighbourhood.

Room cost is between USD $ 35 y USD $ 80.The Challenge The objective of the campaign was to ensure that anybody who was interested in coming to Buenos Aires would know the hotel services and would have access to making consultation and booking through the site casabloodymary.com

The Strategy a)Increasing qualified traffic to the site casabloodymary.com through a Sponsored Link campaign in search engines like Google and Yahoo!
Coverage: five countries: Argentina, England, Australia, Spain and USA; languages: Spanish/English

b) Developing keywords, ads and constant optimization of the campaign to obtain the best contact quality at the lowest cost (Cost-benefit), for which we use two conversion codes: one for contacts (Potential clients code) and another one for users that were booking through the site (Purchase/Sale code).

Results

More than 650 transactions were made (consulting forms + online booking) in a three-month period with a client conversion rate of 8.50% and with excellent conversion costs.

Fernando Pisano, Bloody Mary directors stated “Due to the big flow of contacts generated through the Search Engine marketing campaign, we could complete all the vacancies we had for several months. inZearch* allowed us to be at the right place where potential clients were looking for our service.” One of the great advantages of advertising in search engines is that they were working under a cost per click model; I mean we only paid when a search user that was looking for Hotels in Buenos Aires clicked in our ad.Demo http://www.inzearch.com/resultados/demo.shtml

This blog appears as a need to express the new way we are doing marketing today.
Marketing as any other discipline immersed in the world today, is going through a transversal transformation process that covers all the areas.
Today we are living what many authors forecasted as a deep and disruptive change in the world, generated by information and knowledge appreciation and depreciation of the traditional assets such as commodities, even capital itself. From management authors like Peter Druker or visionaries like Alvin Toffler to science fiction ones like William Gibson have tried to imagine what those changes we are living today would be like. Technology originated all these changes, but they are not about technology, reading a book has very little to do with the technology that generated it (printing) and impacts in all the areas.
Well, we don’t have to imagine anymore, as an Argentinean contemporary, “ricotero”* , philosopher used to say “the future arrived long time ago”
We live in a world where recipes from the past are not effective anymore, where brands need to discover a new way to communicate and to do business, and there is no other way than the way people do it between themselves. But these people are not the same as before and their habits are not the same either.
We are in front of a new way of doing things, and inside marketing, the new way of doing marketing is called marketing 2.0 (mktg2.0). And it is no other than speaking to clients, listening to them and providing them with what they like, what they want and what generates value. And here the important word is DIALOGUE and not speech or broadcasting, going back to the basis of the communication theory and generating communication with all the tools that are available today.
In this blog we will analyze the different factors why recipes from the past don’t work anymore. Some of them are:

• Media fragmentation
• They way the media is consumed
• Consumer bigger control
• The new role of the consumer turned into prosumer
• Higher broadband use and the consequences in people’s habits
• A new business model based in “Long Tail” instead of the Paretto Law
• Apophenia: making connections where none previously existed
• Differences between webeconomy and traditional economy

We focus on digital marketing because it is the engine of the changes in this new marketing 2.0. This is because direct marketing own economy allows us to try with little cost, analyse the results and optimize, and try again obtaining better results and generating a knowledge about what works and what doesn’t.
When we talk about Digital, Interactive Marketing or Marketing 2.0, we refer to a group of disciplines that allows us to reach the potential client, create and develop brands and talk and serve the client. These disciplines include and are not limited to:

• Mobile marketing
• Rich media
• Blogs
• Rss
• Advergaming
• Display ads
• Marketing viral
• Tv interactive
• Marketing in search engines

The writers of this blog hope that with these “syndic contents” you can find room for dialogue and thinking so between all of us we get to understand what is happening around us and how this impact the way we do business and relate to our clients.
We know that our proposal is not easy, that’s why we need your help to achieve this and what we need from you is feedback and constructive criticism.
Thanks a million,
Ariel
*Translator note: Ricotero comes from a famous Argentinean band called Redonditos de Ricota, the author refers to its singer.