----------------------------------------------------------------- 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? 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