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Social Media Growth in Emerging Markets, 2012 Trends and much more… | Best of the Week

Team Position² — Fri, 04 Nov 2011 10:58:45 +0000

This week’s hot news, events and videos from the online marketing and social media world.

From the Position² Blog This Week:

Tracking the Growth of Social Media in Emerging Markets
Social Media usage in emerging markets is growing very quickly, with higher engagement and higher levels of usage compared to those in advanced markets. How does this matter to marketers and brands? Here’s a little research on the difference between emerging and developed markets as well as online marketing tips to get started.

Video of the Week
Fan Fiction and Social Media: Lessons From the Trenches Carri Bugbee, founder of Big Deal PR is better known for her role tweeting as Peggy Olson, a fictional character on AMC’s Mad Men. She shares the story behind her fan fiction role and the lessons brands can learn from her story.

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Campaign Structure in PPC

Team Position² — Fri, 24 Jul 2009 11:38:09 +0000

Campaign Structure is the foremost thing that makes or breaks an account. This is where you can manage your budgets for your account. The most basic campaign structure is classified into these four campaigns, namely:

Corporate campaign is where you create clusters for your corporate keyword and its variations. In this campaign, you look into the fact whether your corporate keyword appears in your ad and in the landing page.

Core Campaign will have all the clusters of keywords that directly relate to your business. For example, if you are a used-car seller, your Core Campaigns will contain clusters like used-cars, second-hand cars, pre-owned cars, and so on. This is the campaign where you should allocate more budget as this relates to your business directly.

Competitors Campaign will have keywords of all your competitors’. In this campaign, you bid on the same keywords as your nearest competitors who affect your market share. This campaign will allow you to show your ads for competitor keywords, and if there are customers who are not satisfied with your competitors’ service or products, may switch to you if they see your ads are more convincing.

Fringe Campaign will contain keywords not directly related to your business but will contain keywords that are close to it. For example, a used-car seller’s Fringe Campaign could have “car seats,” “car performance kits,” “tires,” and so on. A small budget should be allocated to this, though it is not directly related to your business, it might attract customers who are looking to enhance their car’s performance at a smaller budget. This is where in you can chip in and offer a used-car at a good price.

Now, the question is where all you want your ad to show up. You have three options: Search, Content and Site-targeted.

Search allows your ad to show up only on popular search engines like Google, Yahoo, MSN, etc. This is beneficial if you know that your customers search for your product on the World Wide Web.

Content allows your ad to show related content on various sites like forums, community sites or social sites. This can be used when your customers are not aware of your product and research for it on these content sites.

Site-targeted strategy allows your ads to show up on those specific sites where you want to advertise. This can be used for sites you know your customers visit often.

Other than these, you can also use Geo targeting when you are targeting specific geographic regions. In Google, you can target specific cities and its surrounding areas. Language targeting can also be used to target those customers who use certain language-specific search engines.

These are the most basic campaign structures that you should use to create an effective campaign strategy to reach your goals.

Contributed by Chetan Prakash Umarani

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Picking a search-friendly domain name

Team Position² — Fri, 10 Jul 2009 06:38:30 +0000

In today’s internet-dominated world, search engine marketing has become an essential part of every business. Organizations aspire to attract as much visibility online as possible. Search is by far the most used function on the internet and it is natural that search engine optimization should be indispensible to marketers, to increase visibility online.

Creating a website alone is no longer enough; it needs monitoring and nurturing. It is also important to sustain growth through continuous search engine optimization and result tracking. One of the things that play a role in a site’s performance is its domain name.

The domain name is an important part of the website. It plays a vital role in the discovery and recall of a website. Using the name of a business as the domain name is a common practice. Always, customers identify a website by the business name. Using your company name is the best way to create easy recall of the site. However, you should consider other parameters. In a nutshell, the domain name should be short, catchy, interesting, easy to remember and spell, and as dissimilar to a competitor’s domain name as possible.

Here are some tips on choosing a domain name:

1. Get the top keywords

The first thing to do while deciding the domain name for your website is to pick top keywords that directly relate to your website, its content or your business offering. Once this list is ready, try using the top keywords in the domain name. Using the keywords in the domain name will improve your the chances of the website ranking high in search results for these keywords.

2. Choose the right Top-Level Domain (TLD)

Do not choose a “.com” Top-Level Domain (TLD) just because it is common practice. Choose one that is most relevant to your business. If you are a commercial business, “.com” is the most widely accepted and credible TLD. If your website is a public service or information website, you may want to consider a “.org” domain. If yours is a government operation, consider “.gov”, and if you are a university, or a deemed university, “.edu” would be the right TLD for you. Your market can also determine your TLD. If your business offering is essentially local, you may consider a country-specific TLD, such as “.us, .uk, .in, etc.”

3. A unique domain name

It is a mistake to use a domain name similar to a popular site. If your target audience confuses your website for some other website, it is will not help your brand. Never choose domains that are simply the plural, hyphenated or misspelled versions of an existing, established domain name.

4. Easy to type and remember

An easy to spell, short and easy to remember name will deliver the best marketing value through easy recall. Simple domain names are easy to recognize and help in building a website’s brand.

5. Keep it short

Short names are easy to type and remember. They also allow for more characters in the URL, so, more of your URL will display in search results. They also fit better on business cards and other offline media.

6. Have a unique identity

Be sure you are not infringing on anyone’s copyright with your site’s name. Visit copyright.gov and search before you buy a domain.

7. Avoid hyphens and numbers

Both hyphens and numbers make it hard to remember or type the domain name. Try not to use spelled-out or roman numerals in domains, as both can be confusing and mistaken for the other.

8. Relate to your brand

Using a unique domain name is a great way to build additional value with your domain name. A “Brand” is much more than just a combination of keywords. A person should easily relate your domain name to the category in which you operate. The brand name should be unique and memorable on the one hand, and should describe the function and core offering of the site on the other.

9. Use an Ajax domain selection tool

Using Ajax domain selection tools such as Domjax makes it easy to check availability of domain names. You can choose an available domain and then register the domain through a registrar.

Contributed by Sandhya Katiyar

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