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Brand Marketing at a rate of 2.0

With Web 2.0 changing the paradigms of the Internet. All unchanged on the front of Web marketing? Obviously not, although the basis on which the reasoning is no different from before.

The Web 2.0 is very strong evolution for the Internet world, both in terms of technology both in terms of applications and services. All this has consequences on the Web marketing: the customer change, change the approach. However, there is no revolution in philosophy, perché il Web 2.0, in sostanza, esalta le caratteristiche che il Web possiede e ha sempre posseduto.

Rispetto del cliente
Dovrebbe essere una regola comune a tutte le strategie di marketing, sia online sia offline. In realtà, spesso viene disattesa per ottenere qualche piccolo, fittizio vantaggio in termini di visibilità. Nel Web 2.0 il senso della comunità è ancora più forte: tradirlo per inserire pubblicità del proprio servizio può essere molto dannoso.

Prima di tutto si va a minare il rapporto di fiducia che necessariamente costituisce il collante di tutti i membri di una comunità. In secondo luogo, proprio per il metodo di circolazione delle idee e delle opinioni nella comunità, un utente avverso la propria azienda può innescare un corto circuito di allarmi, un passaparola per emarginare la società. Quindi, quando si entra in una community costituita, si faccia sempre attenzione a rispettarne le regole e si applichi il buon senso ogni volta che la si vuole sfruttare a proprio vantaggio.

Anonimato o registrazione?
Il tema della privacy è tra i più sentiti: l'anonimato totale è controproducente per l'attività aziendale, ma altrettanto controproducente è un uso disinvolto dei dati personali. La via di mezzo è costituita dalla ricerca delle sole informazioni personali pertinenti e minime a garantire un effettivo funzionamento (Or improvement) of the service. Of course, users must be informed as clearly as possible what is the use that data (and maybe because the ones) and should be given the necessary guarantees that will actually use that and not another. Request

little data, and keep them and use them correctly: this is the way forward. Which of course must find a suitable counterpart in every circumstance of customer contact: absolutely prohibited spam, you should always leave the user a chance to break away from. In this way you will win your confidence and, ultimately, it will bind ever closer to the brand.

Manage negativity
The Web 2.0 tools allow users to interact with the company at various levels and to exchange information about products, brands and companies in virtual spaces. Companies must learn to manage negative opinions without making the mistake of ending up in extremes: on one side need to be answered and baste a discussion with those who showed a negative, it does not always need to listen to everyone.

You leave aside without touching the positions of disruptive, that is unjustified criticism and ideological ones. We deal openly rather users report defects and malfunctions or misunderstandings in communication. A user negative can be recovered from this part by showing that there are men who can make mistakes but they tend not to make mistakes.

relevant content
The promotion of their products or services encroaches more and more in editorial content in the news to give to their users. This is done both on site and on sites for discussion of the matter we are dealing with. But we must have the intellectual honesty to distinguish when the promotion of our products or services of any real utility is also the general public and when it is not. You may intervene in publishing only the former, while leaving the instrument's own promotion is pure advertising.

A long-term strategy
When you implement the tools of Web 2.0 need to be sure of being able to lead a long time. To do this, first the front of the company management has to be compact on usage, knowing instruments, rules of use and the real potential (both positive and negative). So, once adopted, must also include the number of resources and time to devote to such activities.

Being Web 2.0 is expensive, and profitable only in the long term. A hit and run tactics on a blog will not bring any results. Your corporate blog, after many years, will uno strumento integrato di marketing e comunicazione. [via shinynews ]

Mario Salieri Film Gratis

Search Marketing 1.0? New

Il web propone molti strumenti, contenuti e soprattutto canali di distribuzione di contenuti, di cui il search marketing dovrebbe essere la leva promotrice. Gli utenti li usano quotidianamente, ma le aziende non li propongono nel loro carnet di servizi.

Questo mio post tenta di essere più una riflessione 'ad alta voce' che uno svelare un qualche arcano mistero. In questo periodo sto pensando molto a possibile scenari che il search marketing si troverà a vivere, a come il nostro concetto di search si sta evolving. The network now does not think more time to research itself. Certainly many people every day looking for any info on engines like google, yahoo and msn.

seek information of any kind. But not only. Looking for any type of content in any form whatsoever. A little example. By now most of us know that you do not like to be 'disturbing' (Seth Godin to speak about permission marketing), and the big worry on the part of companies is to find the right balance between the need to sell a product or service on both sides try to ensure that this message reaches the user only when that is interested and ready to implement.

What is less simple than it looks, and the problem is at least as large as the number of consumer's needs. The contextual seems to be the answer. Make sure that you will find us only when we look for. Perfect. Only companies that have made the search marketing their core business, ignoring a large part of strategic scenarios that the web presents.

In these days I made a navigation between the Italian and foreign companies that offer search engine marketing and search engine optimization, just to see if something in their view had changed. For obvious reasons I surfed all the sites of existing institutional, but once shared by all those I visited.

The lack of being behind the times. I will not slapped anyone for charity. But only you and invite them to reflect. Generally these services are offered: optimization and positioning in search engines, email marketing, pay per click . These services certainly useful, but not sufficient in strategic planning at 360 degrees. Let me explain.

Millions of people every day looking for video content, search for images, podcasts, mp3, go on e-shopping channels, like file sharing and file are passed to excess on the various existing networks. Pingo networks like Technorati that use the tagging system to categorize million posts. We talk constantly of Web 2.0, RSS and modularity offered from XML, digital broadcasting, blogs and vlogs, digital coupons, contextual advertising on the maps online, social networking and a million other things.

How many companies know that their sites offer a glimpse of these services? In none of these companies and the various operators in the search marketing reference it. In general their maximum contextual advertising is pay per click, positioning (which does not necessarily have to do with contextual advertising and contextualized as recent events have shown us) and email marketing .

Questa strategia miope danneggia loro, che sui loro siti intontano l'utente mostrando statistiche d'uso dei motori di ricerca a cui peraltro l'utente è poco interessato.

Il cliente vuole essere seguito, aiutato, incanalato sulla giusta via. Solo che per proporre un servizio bisogna prima conoscerlo e poi essere in grado di gestirlo. Attendo una rivoluzione dei contenuti, ma prima ancora, di approccio!

Mesa Boogie Formula Preamp

legal battle to Google Google Health

Io e Federico Riva non pensavamo saremmo riusciti a fare così tanto rumore, eppure ce l'abbiamo fatta, a quanto sembra.

Ve la ricordate la storia degli annunci Adwords rigurdanti la pedo-pornografia di cui parlai sul qui presente blog?








Questi sono 2 degli annunci trovati.








Ma non finisce qui. Per diffondere un po' la voce aprii un thread su Searchenginewatch , dove grazie all'intervento di alcuni moderatori, siamo riusciti a far rimuovere alcuni annunci Adwords.

Non solo. Ieri leggo un articolo su un giornale americano in cui si riportava che ora un politico di Long Island, a seguito PPC just a bit of this' illegal, decided to start a legal battle against Google. Today I saw that he also spoke about ANSA.

Here are the links:

- The dayly News
- Ansa.it

Cervical Spondylitus Treatment By Homeopathy

approaches

last night I was reading an article in USA Today [ok, I know , is not the best in quality journalism], but only because the article was pulling in dance Google Health, the next vertical portal that Google is set to launch next week. According to the latest rumor

, but especially dichiarazioni di Marissa Mayer, vice presidente della sezione Search Products and User Experience, intervistata dal quotidiano americano, sembra che Google Health non sia una fantasia di qualche visionario scappato dalla comunità, quanto piuttosto un piano che il Googleplex si appresta a lanciare la prossima settimana.

Ho fatto un piccolo controllo. Se andate all'indirizzo: www.google.com/health , c'è attualmente un redirect su Google Adwords. Il che probabilmente significa che qualcosa su quell'url a breve comparirà. Marissa Mayer sostiene che una sorpresa è in arrivo la prossima settimana: " Health is an interesting one - keep your eye out for next week That .

[via Marketing Routes ]