The Digital Marketing Blog

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 Monday June 18 I was at SES Latino 2007, at Intercontinental Hotel in Miami Florida. The event was very well organized: the booth coordination, breakfast, lunch and the excellent buffer that was offered after the end of the first day of the event, time that we took advantage for networking
There were more than 400 people at the opening talk that offered Gonzalo Alonso, General Manger of Google for Latin America
There was a mixed audience, companies from USA and Latin America focused on the Latin America market living in USA and in Latin America. There were also representative of  micro startups and small and medium companies, mainly Latin. A very repeated comment was that this year there are more latin speakers from big companies, what affected positively the conference assistance, because the audience could feel what the speakers were explaining about their successful cases, what could be reflected or used in their own companies. 
In reference to the presentations, panel format was used composed by several speakers and a coordinator. With this system we could enjoy the different point of views that were offered by the experts on different topics. Another thing to highlight was the content arrangement, the talks were divided in two rooms, one for SEM beginners and the second for people advanced in the subject.
I was present at two talks: the first oriented on how to develop a site with the accurate architecture to be visible to the eyes of search engines, where Francis Petty (former deremate.com and currently an on-line Marketing Manager at La Nacion) revealed some of his secrets when Optimizing a site.

-Francis Petty, Online Marketing Manager, LaNacion S.A.
-Barbara C. Coll, CEO, WebMama.com Inc.
And the second were they talked about Project management  where they focused that SEM is not only making a sponsor link campaign. It was emphasized that the success of a search engine campaign is the combination of buying sponsors, having an optimized site and mainly having a multidisciplinary team that focus on each stage of the campaign, developing, optimizing and deeply analyzing what happens after the click.

Speakers
-Frank Watson, Head Search Marketing, FXCM
-Alexi Huntley, Anthropologist/Marketing Director, Naturegate
-Paul D. Saffery, Managing Director, SilverDisc Chile
-Martín Gallone, Marketing Manager for Argentina, MercadoLibre (a success)

 

Mas Fotos

 

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

Thanks to Christian from Maestrosdelweb I am showing you some pictures of what is going on at SES Latino 2007 in Miami.

As the program shows Gonzalo Alonso from Google was in charge of the opening (right)

More Info live at:

Maestrosdelweb

SEOCHARLIE

Searchengineroundtable 

more pictures

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We won’t be resting this week and additional to the CACE event there will be a breakfast organized by the digital chapter of AMDIA about an already talked about topic: BEHAVIORAL TARGETING.

The speaker will be the world’s top advertiser and Latin America top advertiser together with Directa Network.

Speakers:
 David Waage, IAC Interactive.
Daniel Rabinovich, Software Development Director, Mercadolibre.
Luciana Seclén, COO Directa Network.
 More info:
 The event will take place at UP on Thursday May 17th from 9am to 11am, Larrea 1079 , 2^nd Floor
 AMDIA Members Free, other AR$50
Register at 4373-3030 or at emarketing at amdia.org.ar
See you there…

San Francisco: Taking advantage of the trip to San Francisco to attend Ad-Tech SF, we coordinated a series of meetings with the main publishers and advertisers of the US West Coast. In this case with MySpace.

The purpose of the breakfast was to increase the business that we already have for more that a year, in which we are monetizing the Lating American inventory of MySpace with Directa Networks (specially now that the will launch their Spanish version for LATAM and the US-Hispanic version) and mainly to add MySpace as a official media in which we can use the Behavioral Targeting skill of Directa Networks to serve in the English content of the site, Spanish creatives to the USH users database. In reference to this last point I was surprised by several things:

Firstly, being Mark Papia, current Vice President- Performance Marketing, Fox Interactive Media, an eminence in network optimization, with an impressive career that includes a previous job in Yahoo, Monster and with more than 20 years of experience in media in the east coast as well as in the west coast in the present, I was surprised that at the beginning he thought that it was inappropriate from the user experience point of view, to have English content with advertising in Spanish. Besides all my explanation about the cultural relevance and the respect to the roots that the dialogue from a brand in the native language can provide to a US- Hispanic, what surprised me the most was the market research that the carried out to make a decision.
And this was to interview our waitress, first he asked her if she spoke Spanish, her answer was yes, then he asked her if she surfed on the Internet and her answer was affirmative as well, later if she knew or had an account in MySpace and she also answered yes “of course”. And at last he asked what she thought about surfing with a content in English and Spanish Advertising. Fortunately her answer was that even she didn’t like advertising of any kind on the Internet, she thought that it would be nice to see advertising in Spanish and that it would be a way of being taken into account as a user.

Finally Mark was delighted with the answer from the waitress, who was very attentive and kindly participated.  Thanks to this meeting, besides increasing our business with FIM, today we can run Behavioral Targeting campaigns and retargeting of Directa Networks in MySpace and we are responsible of checking creatives in Spanish that are uploaded to this content. Even though I knew who I was meeting and we had talked several times I couldn’t help being surprised by the analysis capacity, experience and charisma of Mark.
 

I believe that the 25% tip that I left to the waitress.
 

As we told you some weeks ago, yesterday it took place in Buenos Aires the Search Engine Marketing workshop organized by the Cámara Argentina de Anunciantes. (Argentina Advertisers Chamber)

 The event organized in the heart of the media commission, was the first of a series of workshops that this chamber of more than 50 years has made us getting used to.

 The digital topic brings a great amount of attendants and search engine marketing is a special topic nowadays that Google landed in Buenos Aires and Yahoo increased its team in the past weeks.

 
It was a pleasure to share with  Martin Jones and Pablo Rada the coordination of the event and I am really happy that such an important organization supports this type of contents.

 It is not the first time that this happen, during 2006 there were two other workshops, one together with IAB and the other one together with Camara de Centrales de Medios, the last one with a big audience as well where Pablo Slough, director of digital communication at  Mccann Interactive and Ricardo Santos dos Reis, General Director of Mediacontacts Brazil were presenting.

 As Víctor commented on, it was a great day where an audience not too familiar with digital marketing approached us and I think is a good preview for the ojobuscador congreso that Tomy and Javi are bringing to Buenos Aires and Santiago next October.

 Thanks to everybody, attendees, speakers and the Argentina Advertisers Chamber.

 More coverage: El Informatorio, Dossiernet.
 

US-Hispanic market is one of the fastest growing segments and whose purchase power today represents 8.5% of US total, and will reach 11% by 2010.

Taking into account that the Latin population represents 14% of the adult population of US  and that more than half (56%) of this growing segment is online, Internet comes as a natural media where marketing people can find this audience, and there is a higher penetration of the Internet when the social economic status is higher as well as the education level.

Those users, principally the ones that are the second and third generation are bilingual, and surf firstly contents in English (because of works or the news) and secondly in Spanish mainly for entertainment.
Usually the first way that an advertiser has to reach this segment through a network, is by using GEO Target (IP USA) that allows to show a creative only to the users that are in USA combining the origin (IP-USA) with sites with content in Spanish (no matter where the publisher is located), which are commonly Latin America portals because they are the ones who concentrate the highest percentage of content in Spanish.

A second method that adnetworks have to find this segment is through the browser language they use. When the language is Spanish and it is in USA (user IP is from USA) it is assumed that the surfer is US-Hispanic.

The problem with this method is that most of US-Hispanic buy their PC with pre installed software and most of the time is in English. For those that are bilingual this point is not very relevant. Only the ones from the first generation, who prefer the software in Spanish and don’t want to add a language barrier to the complex technology, are going to be the ones contacted through this segmentation.

Unfortunately this market niche (1^st generation) within the US-Hispanic is the least attractive one in terms of purchase power.
A more sophisticated segmentation comes from the use of Behavioral Targeting where at the beginning the recurring surfing behavior is detected in sites with Spanish content within the network. Each user interaction is anonymously labelled with a pixel that leaves a cookie with this behavior.

Then from this behavioral base you can show advertising in Spanish on sites with English content only to the target audience.

The effect of Spanish language personalization in an english content context, adds advertising and cultural relevance, giving the campaign an additional ingredient of emotional “engage” through the media that is shown.

For example, a person that usually reads soccer news following the “America Cup” in Spanish sites like the sport newspaper Ole or the Mexican newspaper La jornada.com.mx , advertiser of telephone communications would be able to contact the user in Spanish when he is surfing sites such us MySpace.com or Hi5.com within the spaces assigned to DirectaNetworks.

To sum up the use of Behavioral Targeting to reach US-Hispanic adds value to all players.

• The advertiser obtains new ad space where he is able to reach with a more relevant cultural message and with a higher knowledge of the target and therefore better results.
  
• The Publisher achieves, through a better knowledge of the audience more conversions with fewer inventories, which implies a real appreciation by the advertiser in terms of conversion and in the case of inventory at dynamic prices such as DCPM, an instant higher income.
  
• The user reduces irrelevant advertising and gets only cultural relevant advertising that generates and “engage” with his traditions and respect the values of his culture.
  
• And lastly the network contributes with an additional value to the commercialization.