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.

 

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

AMDIA offers a breakfast that will allow people related to product and services consumption to think about the opportunities and necessary actions to obtain a result in a market moving constantly.

 In the Digital Chapter of AMDIA we are developing a new series of breakfasts intended to spread Interactive Marketing practices, in this case a new market research, in an exclusive presentation before the official publication.

 Next Thursday in the auditorium kindly offered by UP, we will have the pleasure of introducing

 This presentation contains the results recently published in the Internet Book of Argentina 2006, which was made in third consecutive year by D’Alessio IROL and Clarín.com as well as different researches carried out by D’Alessio IROL in the last months.

 The Argentina Internet user map – The answers to the 10 key questions

 ·         How many and who are they today?
·         What is the Internet user like?
·         What do they use it for?
·         How does it enter the house?
·         What is happening with the Internet and young people?
·         And where is the woman?
·         Competition or complement of other media?
·         How is Internet integrated to the buying process?
·         Which are the barriers to lift their fears and learning?
·         Where is it going forward to?
The speaker of this breakfast will be Lic. Nora D’Alessio
 » She has been Vice President of D’Alessio IROL e Irolamericas (www.dalessio.com.ar ) since 1981 with 30 years of continuous work on market research and Marketing Consulting and Communication in Latin Americas as well as in the Hispanic Market in the US, currently doing work in all Spanish, Portuguese and English speaking countries of America.

 » Her company has obtained ISO 9001:2000 certification, being one of the few firms of market research that has been able to comply with the strict requirement to obtain that quality certification in its field around the world and the first one to certificate online surveys.

 As always this breakfast is free for AMDIA Members and it is only $50 for non-members.

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.
  

Hello, how are you?

After a month of work, we published in our site http://www.inzearch.com/ today a study of organic positioning in search engines of the 50 Spanish Companies that invest the most on offline advertising. Last October we had published a study for the 100 companies from Argentina (to watch video click here http://www.youtube.com/watch?v=XyfrhnLBrlU&mode=related&search=)  (to download study click here http://www.infobaeprofesional.com/adjuntos/herramientas/13/1001392)

http://www.infobaeprofesional.com/adjuntos/herramientas/13/1001392

The other day, researching for a talk on audience measuring that Inzearch will offer at the Advertisers Chamber of Argentina, Mariano told me about a new tool to measure audience that is being used in the United States: compete.com.

Even though Alexa improved recently the public information according to each country and the percentage of visits per country, Compete has all the advantages in the USA because Alexa toolbar can not be used with the new iexplorer.

Honestly I haven’t tried it because I use Safari and Firefox. In Latin America personally, Alexa is one of my favourite although is not exactly precise, it is good enough to get an idea of a site traffic and since a few months ago we can compare up to 5 sites at the same time. Another report that changed is the reach one.  Nowadays they show a percentage over the total amount of audience per each million of Internet users, which was the hardest one to calculate. I invite you to try Compete and let me know what you think about it, I believe that in the mid term if the tool prospers, we are going to use it much more in Latin America, right now it gives us a sign of how many visits and how popular are the Latin sites in the United States.

According to a study on major online advertising investors in United States (Top 50 Advertisers by Media Value in October, 2006)  carried out by TNS Media Intelligence, we can see a clear online advertising market reality: the leaders and the one who make cash flow in this industry are “direct response” or “direct marketing” advertisers and are not “branding advertiser”

We can see this happening in a larger proportion in online advertising market in Latin America, a younger industry compared to United States industry and with only a penetration of approximately 1% of the total advertising market pie.

As it is shown in this report, there are no major brands that advertise on TV or in the Super bowl. Coca- cola, P&G, Budweiser or other big names are not there.
 

Most investors are companies that measure online campaign return or investment return. For this companies “brand awareness” is a secondary objective in their online campaigns.

Among the major investors there are a combination of Internet pure players and Brick & Mortars. But we have to emphasize Internet Companies as “early adaptors” of online advertising.

Finally, the report reflects that Financial, Education, Classified, Retail and Technology industries are the ones that move the pointer.

  We still have to wait a couple of years for TV and Newspaper investors, to start migrating their budgets to the Internet, a media that allows you to measure accurately campaign return. As Greg Stuart, United States IAB president, stated, traditional advertisers are still planning with the “spray & pray” technique…

Go to spanish version to see chart