Five years ago, internet marketing via the world wide web meant primarily finding ways to make the underlying HTML of a website best match the expectations of the leading search engine, which at that time was AltaVista.
How things have changed; selling via the web has crashed and risen again since then. As well as that, AltaVista has been eclipsed by newer technology, exemplified (for now) by Google.
Unlike other research firms, which present only their own proprietary findings, eMarketer aggregates e-business data from over 1,500 sources worldwide. The company’s research and analyst teams filter and organize this information, and provide concise analysis around it, helping business executives, government officials and others make better, more informed decisions.
Contextual advertising places in real time an ad on a page based on the specific content of that individual page. For example a publisher may have a sports channel and has traditionally sold this placement option with the same ad displayed on all pages in the sports channel. With contextual advertising an ad for tennis shoes would appear on pages about tennis events while an ad for golf clubs would appear on a page about golf events. With a news site this becomes even more powerful due the wide range of ever changing stories and topics covered by each page of the site.
2003 was dominated by Google who continued to increase their market share to over 32% of direct searches and 76% if you count indirect Google searches carried out on sites like Yahoo. For full details visit: http://searchenginewatch.com/reports/article.php/256431
As the media space becomes more complex the ability for advertisers to track consumer behaviour keeps on growing.
Auckland-based internet marketing company First Rate has developed the latest new tool for advertisers that might actually provide some useful information.
The company is set to launch Media Tracker, which it says will enable clients to gain a clearer picture of their return on investment by answering two basic questions: where did internet traffic come from and what action resulted from it?
Do you outsource, keep it in-house, or opt for a combination of both? Industry experts who have taken this path give us their pointers.
The current shift
When Saint Kentigern College in Auckland set up its Web site five years ago, everything was done in-house, from infrastructure maintenance to the updating of information. This changed, however, in mid-2001.