Tag Archives: ads

Enfatico website is all that

I like this website. I like linear websites. Websites that are linear – I like.

The Enfatico story – which is what this website is: a narrative – is well written and immersive. I winced a little at ‘reinventing the client-agency model in a zero-legacy environment’. But to be fair, I got the point.

If you didn’t already know, Enfatico is the new name for the bespoke agency that WPP developed its work on Dell. The reasoning behind it being that the tailored ‘agency’ worked so well, it’s now going to see how it works with other clients.

Industry opinion about the choice of name appears to be divided on Brand Republic’s newly launched boards.

Microsoft and its ‘cash-back’ search strategy

The pros and cons of Microsoft’s cash back searches are well documented on far better blogs than contentcontent (just).

But this new search strategy could be an example of how Microsoft are trying to convince advertisers that paid search ads (ie Google’s) aren’t the be all and end all of search.

As well as the cash back search, it’s also worth watching Microsoft’s efforts in tracking and ‘engagement mapping’ tools which they’re supposed to be rolling out.

These tools (which MS bought as part of the aQuantive / Avenue A Razorfish purchase) claim to give online retailers a better picture of what ads or web content a user saw before they purchased a product on their site. The value being that not all purchases are made via paid search ads – display ads and other web content could inspire that purchasing decision.

Of course Doubleclick has being doing this kind of thing for years (which Google owns). It’ll be interesting to see how Microsoft’s product offer will improve on Doubleclick’s offer.

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Google and publishers’ potential gripes – Part 28

Google’s new ‘search within a search’ feature might hurt publisher’s data gathering / ad budgets says SEO agency altogether digital. This got us thinking about creating contextualised content (and, er, inappropriate alliteration).

As content specialists, we’ve always harped on about the need for content on clients’ websites to be super contextualised, given that the majority of users don’t (want to) see your home page and go straight to the page they’re looking for – cold – without seeing any ‘How this site works’ or ‘About us’ information. Why should it be different for newspaper / publisher websites? Granted, they need to pay for the upkeep of their website more than so than the majority of other website owners, but this ignores the sad, but very real fact – users don’t care about advertising. They put up with it as long as they get the information they’re looking for.

It’s up to publishers to ensure their users are successfully encouraged to browse other areas of the site once they’ve finished the article they originally came for.

And as for Google’s new feature – let’s face it, newspaper sites’ internal search features are generally…unhelpful [expletive omitted – Ed]. Thank you Google.

The tart newspaper – how does it make money?

Londoners may have seen the tart newspaper, a ‘satirical’ freesheet with a student feel.

The dreadful name no doubt puts off its intended audience (just who is that intended audience?) but what about advertisers. We’ve yet to see any advertising in the paper, which is worrying given that we assume this would be its main stream of income given that it can’t rely on a cover charge like its peers Prviate Eye et al.

So how does it make money?

We can’t find anything mentioned in a Times article we found.

CEO of Future Publishing on lucrative niche markets

Great interview with Future’s Stevie Spring in PPA’s Magazine News print mag. Shame we can’t find it online.

Some nuggets:

  • Future’s business model is akin to business publishers in that it fosters close relationships with niche audiences or ‘hardcore hobbyists’
  • Ads are a super targeted. Cycling ads appear in a cycling magazine
  • Niche advertisers are offered a ‘media nirvana’ the generalist mags only dream of
  • Ad revenue is up 50 per cent in the past year
  • Its GamesRadar.com site has 12m uniques – The Sun has 10m
  • It plans to complement GamesRadar and BikeRadar with MusicRadar
  • You can be nice while you’re being an agent of change in a huge organisation
  • High cover prices and English language only exports means its doing well overseas
  • Sky Movies magazine has a circulation of 3.7m and is ‘partnership publishing’ – which uses Future’s editorial expertise, resources and market knowledge to increase loyalty to a brand

If someone at PPA.co.uk wants to email us a link to the full article, we’d be happy to post it.

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What makes a successful social marketing campaign?

Evan Gerber provides some good common sense advice on social media marketing in iMedia Connection.

In summary:

  • Don’t do social marketing unless it’s part of a larger campaign
  • Don’t do it unless you’re offering users something truly worth visiting – more than once
  • Don’t do it unless you have resource to update and communicate with users
  • Be aware that users don’t want too many widgets or Facebook apps on their page
  • Weigh up the short term benefits with the long term maintenance requirements

Read ‘Avoid these Facebook faux pas‘ in full.

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CNET’s SmartPlanet.com to prevent CSR ‘green-washing’

Digital publisher CNET Networks UK has launched an online activist cum shopping comparison site for ethical and sustainable products, with the help of Friends of the Earth.

SmartPlanet.com compares products but will also review manufacturer reports to ‘green-washing’ – the act of misleading consumers about environmental practices or the environmental benefits of a product or service.

Sponsored by the likes of the WWF, the site is overseen by ethical living expert Adam Vaughan, Tony Juniper, a Friends of the Earth director and Jon McGowan, head of consumer marketing at the Energy Savings Trust.

Admirable and brilliant though it is, will the more cynical users not see the irony in a commercial web site that questions businesses who cash in on the environmental debate?

Visit SmartPlanet

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