I-Search #020: Chicago SES

-----------------------------------------------------------------
                    SearchReturn Discussion List
             "Understanding Internet Search Technology"
-----------------------------------------------------------------
Moderator:                                          Published by:
Disa Johnson                                       SearchReturn
               http://www.searchreturn.com
-----------------------------------------------------------------
December 06, 2005                                      Issue #020
-----------------------------------------------------------------
SEND POSTS: 
-----------------------------------------------------------------
Refer a friend:       http://www.searchreturn.com/subscribe.shtml
-----------------------------------------------------------------

                   .....IN THIS DIGEST.....

// -- MODERATOR COMMENT -- //

          "SES Chicago"

// -- FEATURED POST -- //

          "TiVo Does Search Advertising"
                    ~ Stacy Williams


// -- CONTINUING DISCUSSIONS -- //

          "Google Fantasy"
                    ~ Mike Grehan

-----------------------------------------------------------------

// -- MODERATOR COMMENT -- //

-----------------------------------------------------------------

==> TOPIC: SES CHICAGO

Hello everyone,

Just a short issue today, due to Search Engine Strategies.

One of the first sessions we were involved with is Searcher
Behavior Research Update where the latest heat maps by Gord
Hotchkiss of Enquiro were shown. There was yet another case study
showing how important search is compared with other online media.
In this case, it was rich media versus search and the client was
Sony. Keyword Research panels followed where Christine Churchill
listed just about all the most useful tools, and provided tips
about how to use them.

It was important to take away from Keyword Research that there is
no substitute for seeing log entries versus what keywords may be
being purchased or optimized. The example given was that a buy
for [photo marketing] which should have been targeted, but was
artificially high in clicks caused by [photo of marketing] and
other permuatations that had diffferent user intent.

We'll put our recap of the conference together and compile it for
next Tuesday's issue. If we miss Thursday's issue (this week),
look for the Tuesday recap.

Stay tuned.

-SR

 

-----------------------------------------------------------------

// -- FEATURED POST -- //

-----------------------------------------------------------------

==> TOPIC: TIVO DOES SEARCH ADVERTISING

"I am so spoiled by Tivo that it is almost painful to watch live
programming -- I find myself trying to fast forward through the
commercials. Also, I have never clicked on any of the promotions
that Tivo has thought I would be interested in especially the
ones for full-sized trucks."

From: Stacy Williams 

I'm also a TiVo addict who can no longer stand to watch TV in
"real time" due to the commercials. And this is despite the 13
years I spent working at advertising agencies before getting into
search marketing. I think there's a chance that some people may
opt to watch commercials, however, if they're exactly targeted to
their interests and/or they're entertaining. I occasionally find
myself stopping to watch a commercial that catches my eye during
the fast forward. My husband had me stop it the other day to show
me a funny ad he had seen (albeit about a product we don't plan
to purchase).

The challenge will be, how do you exactly target ads to someone's
interests? And interests change so fast - I may be interested in
commercials about tires today because mine are worn thin, but
after I purchase tires, I don't want to even think about them for
years. The direct mail industry (with its decades of experience)
certainly doesn't have this down - I'm still receiving coupons
for diapers in the mail even though my "baby" is eight years old,
and this week alone I got two catalogs from Wolferman's English
muffins, which I only ever bought once for my grandmother who
died over a decade ago.

I think TiVo's long term effect on the advertising industry will
be one or more of the following. Commercials will have bolder,
more eye-catching graphics designed to catch the eye of fast-
forwarders, make them curious, and make them stop. And/or there
will be more product placement within the TV shows themselves.
Likely, it'll evolve into a crawl at the bottom of the screen
like the news channels, or a shrinking of the panel that displays
the show itself so the ads run to the side or below it like a lot
of shows do with the ending credits now.

Stacy Williams
Prominent Placement
Strategic Search Marketing
http://www.prominentplacement.com

 

-----------------------------------------------------------------

// -- CONTINUING DISCUSSIONS -- //

-----------------------------------------------------------------

==> TOPIC: GOOGLE FANTASY

"Especially those of us in the SEO industry even though everyone
knows SEO's don't travel."

From: Mike Grehan 

At 30,000 feet again as I read this, and with 150,000 miles of
circumnavigating the planet behind me this year...

What was that you were saying, Debra

As for Google and airports... careful what you wish for!

http://www.searchreturn.com/digest/refs20.shtml

See ya'll in Chicago.

Mike Grehan.

Professional SEM sky warrior, author and bon vivant!

PS - I'll bet Bill Hunt has another post just below this one as
well

Moderator comment: Debra travels as much as most SEOs, so we are
reasonably sure her comment was in good fun as was the rest of
the post. As we understand it though, she is looking for Google
to provide access, not a GoogleSpace for test running their
product line. Isn't it true that there is no WiFi in the
GoogleSpace at Heathrow?

 

-----------------------------------------------------------------
Essential Headlines: http://www.searchreturn.com/newsworthy.shtml

Archives: http://www.searchreturn.com/digest-archive.shtml

Alternate formats:
http://www.searchreturn.com/info-formats.shtml

Manage Subscriptions:
http://www.searchreturn.com/help/manage-subs.shtml

Problems unsubscribing? Contact the postmaster:
mailto:postmaster@searchreturn.com

Information on how to sponsor this publication:
http://www.searchreturn.com/help/advertise.shtml

Published by SearchReturn
http://www.searchreturn.com

Website Membership:
http://www.searchreturn.com/register.shtml

The contents of the digest do not necessarily reflect the
opinions of SearchReturn or Disa Johnson. SearchReturn and
Disa Johnson make no warranties, either expressed or implied,
about the truth or accuracy of the contents of the SearchReturn
Digest.

Copyright 2005 Disa Johnson. All Rights Reserved.
-----------------------------------------------------------------