search
Evian baby viral video has much higher ROI than Etrade baby superbowl ad
The Evian baby viral ad (red spike) got almost as much search volume as eTrade’s Superbowl ad of 2009 (blue spike). But Evian paid millions less by skipping the expense of airing the video on traditional media; instead they just posted it to YouTube for free. But notice that in both cases the effect was ephemeral (not long lasting) — notice the narrowness of the spike. Interest in the viral video also subsided quickly. But at least Evian didn’t waste millions on producing and airing it — thus achieving a massively larger ROI than Etrade who paid to make the ads and then air it at great expense on the Superbowl for the last 3 years.
Etrade Baby Ad
Evian Baby Viral Video
Evidence for Increasing Online Use that is also Accelerating
If you sum up the total unique user sessions in Jan 2008, Jan 2009, and Jan 2010, you get
Jan 2008 – 285M
Jan 2009 – 337M
Jan 2010 – 413M
That is a year-over-year increase of 18% and 23% respectively. Assuming the population of the world does not change that much year to year, the change in total unique sessions leads to the conclusion that online usage continues to increase noticeably.
The Compete.com chart below shows nearly identical number if unique users monthly — Google at 148M uniques and Yahoo at 132M uniques. And Facebook alone achieved another 134M uniques. So while the unique visitors across these 3 sites are not mutually exclusive, there are 414M unique user sessions in the month of January 2010
Well, this is strange. January 2010 numbers from Nielsen reveal Google has 66.3% of the search market, while Yahoo has 14.5% and Microsoft has 10.9% across its various properties. Google is 4x more than Yahoo and 6x more than Microsoft.
Inside Google’s Secret Search Algorithm
Source: http://feeds.gawker.com/~r/gizmodo/full/~3/zzkIcilnJp4/inside-googles-secret-search-algorithm
Wired’s Steven Levy takes us inside the “algorithm that rules the web“—Google’s search algorithm, of course—and if you use Google, it’s kind of a must-read. PageRank? That’s so 1997.
It’s known that Google constantly updates the algorithm, with 550 improvements this year—to deliver smarter results and weed out the crap—but there are a few major updates in its history that have significantly altered Google’s search, distilled in a helpful chart in the Wired piece. For instance, in 2001, they completely rewrote the algorithm; in 2003, they added local connectivity analysis; in 2005, results got personal; and most recently, they’ve added in real-time search for Twitter and blog posts.
The sum of everything Google’s worked on—the quest to understand what you mean, not what you say—can be boiled down to this:
This is the hard-won realization from inside the Google search engine, culled from the data generated by billions of searches: a rock is a rock. It’s also a stone, and it could be a boulder. Spell it “rokc” and it’s still a rock. But put “little” in front of it and it’s the capital of Arkansas. Which is not an ark. Unless Noah is around. “The holy grail of search is to understand what the user wants,” Singhal says. “Then you are not matching words; you are actually trying to match meaning.”
Oh, and by the way, you’re a guinea pig every time you search for something, if you hadn’t guessed as much already. Google engineer Patrick Riley tells Levy, “On most Google queries, you’re actually in multiple control or experimental groups simultaneously.” It lets them constantly experiment on a smaller scale—even if they’re only conducting a particular experiment on .001 percent of queries, that’s a lot of data.
Be sure to check out the whole piece, it’s ridiculously fascinating, and borders on self-knowledge, given how much we all use Google (sorry, Bing). [Wired, Sweet graphic by Wired's Mauricio Alejo]
WTF Is Google Doing? [Google]
I don’t understand Google Shopper. Not because the function—searching for books, CDs, DVDs and more by using the cover art or barcode—is confusing. But because they already have a visual search app built into new Android phones, Goggles.
Goggles does the same thing: You take a picture of something, like a book cover, and it searches for it. I get that Shopper is slightly different, with more of a direct Amazon-competitive slant, since you can bookmark products to buy them later (presumably through Google Checkout).
But why not just integrate that into Goggles? Why the hell does this separate other product exist? Like Fake Steve says, WTF is going on over there? Android and Chrome OS? Wave and Buzz? (Okay, Buzz and Wave aren’t an entirely fair comparison, though try explaining them to a normal person.) Now Goggles and Shopper? Am I just missing something? [Google]
The 22 Immutable Laws No Longer Apply
The habits of modern consumers and their expectations have so drastically changed the landscape into which marketing and advertising campaigns are launched that what held true in the “golden age of advertising” no longer holds true at this, the dawn of the “golden age of the individual.”
In the classic “The 22 Immutable Laws of Marketing,” Al Ries and Jack Trout expound on laws that are rooted in the ability to use storytelling to weave spellbinding brands and evoke emotion-filled loyalty. However, as the balance of power shifted away from advertisers to the people they used to target, the game has changed.
Increasingly, individuals prefer to do their own research rather than just take advertisers’ word for it. Individuals need greater levels of detailed information than can be conveyed in a :30 spot, a one page ad, or a radio spot. More individuals are empowered with information that is likely to have been created by other individuals (e.g., product reviews, blog posts) instead of advertisers.
Read on 22 Immutable Laws no Longer Apply
LaraMSi hope b-schools are listening! http://ow.ly/14QX8
BrennaEliseReading: The 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/azMzyH
R_OtterstromRT @oliversudotcom: The 22 Immutable Laws of Marketing No Longer Apply – what do you think about this article? http://ow.ly/15xj1
oliversudotcomThe 22 Immutable Laws of Marketing No Longer Apply – what do you think about this article? http://ow.ly/15xj1
acfouImmutable Law 5: Own a word in the prospect’s mind – what’s Apple? great design, ease-of-use, music, or computers? – http://bit.ly/aRfkiY
coopermediaonly“The 22 Immutable Laws of Marketing No Longer Apply” – http://ow.ly/15hQj
connectwithcoop“The 22 Immutable Laws of Marketing No Longer Apply” – http://ow.ly/15hQa
jeetblogThe 22 Immutable Laws of Marketing No Longer Apply – http://www.clickz.com/3636379
dougdavidoff@toddsattersten I had the same feeling about it (http://tinyurl.com/yjye2fl )
dougdavidoff@toddsattersten did you read this: http://tinyurl.com/yjye2fl? Interesting take on applicability of Immutable Laws.
KKilnerRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
bottreeRT @tweetmeme The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
inggitaRT @durjoy: My pal Augustine Fou @ClickZ skewers the 22 Immutable Laws of Marketing: http://bit.ly/bb8MOd
acfouWhich too-clever-for-anyone, too-over-the-top-sleazy, or too-brand-perfumey-that-it-makes-me-gag ads did u see ystrday? http://bit.ly/aRfkiY
ntortorellaThe 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/9DZhYs
sluuAn interesting blog about how The 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/bb8MOd – (via @clickz)
TechValidateVery interesting read. Classic marketing dogma is not true anymore. The 22 Immutable Laws of Marketing No Longer Apply. http://ow.ly/14QX8
durjoyMy pal Augustine Fou @ClickZ skewers the 22 Immutable Laws of Marketing: http://bit.ly/bb8MOd
TobyDivaaugustine fou looks at marketing thru a social lens & updates ries & trout’s 22 rules http://ow.ly/153oo
IdeafoodARTICLE: The 22 immutable laws of marketing no longer apply. http://bit.ly/kent914 (via @KentHuffman)
AIM2meRT @clickz Immutable Laws of Marketing No Longer Apply http://bit.ly/bb8MOd but don’t forget the basics http://bit.ly/bmIIDF
acfouImmutable Law 3: advertisers often misinterpret that they can buy their way into the prospects’ minds by shouting loud http://bit.ly/aRfkiY
andressilvaa@warpx These Marketing Laws are very good and excellent tips: http://bit.ly/kent914 (via @KentHuffman)
andressilvaa@warpx These Marketing Laws are very good excellent tips: http://bit.ly/kent914 (via @KentHuffman)
davidhughanThe 22 immutable laws of #marketing no longer apply by @ClickZ http://bit.ly/c56rVy
jack2ussrDo you really believe? 
@ramonthomas The 22 Immutable Laws of Marketing No Longer Apply http://www.clickz.com/3636379
subbuu22 Immutable Laws of Marketing no longer applies http://j.mp/92GpRz Controversy brewing…
jannekorpiGreat article – How the laws of marketing have changed http://bit.ly/azMzyH
azalec22 Immutable Laws of Marketing no longer apply; balance of power has shifted from advertisers to those being targeted. http://bit.ly/91w7Yk
tfanelliInteresting read – The 22 Immutable Laws of Marketing No Longer Apply – ClickZ: http://www.clickz.com/3636379
MarySicardBlasphemy! “The 22 Immutable Laws of Marketing No Longer Apply,” says Augustine Fou. http://twurl.nl/dnvzqq
hainguyenVThe 22 Immutable Laws of Marketing No Longer Apply – Augustine Fou. Interesting post http://bit.ly/azMzyH
astridguillonRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
LaunchiteThe immutable laws of marketing, re-examined in the digital/social media age http://bit.ly/bTDPK8
DCCommercialREThe 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd http://fb.me/5k34bZe
HAustinERT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
oliversudotcomRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
lohhw3RT @brandconsultant: Brilliant article on the death of #positioning http://bit.ly/azMzyH #advertising #malaysia #singapore #indonesia
thebfceWithTwitter, stupidity spreads even faster…The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
brandconsultantBrilliant article on the death of #positioning http://bit.ly/azMzyH #advertising #malaysia #singapore #indonesia
andressilvaa@warpx They are very good Marketing Laws: http://bit.ly/kent914 (via @KentHuffman)
Vanessa_BrightThe 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://ow.ly/14G6g
steve_suttonRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
SweetLoveGiftsA must read! RT @clickz via @jimcaruso: The 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/bb8MOd
Vanessa_BrightRT @KentHuffman: The 22 immutable laws of marketing no longer apply: http://bit.ly/kent914
samanthastoneRT @DebbieMarchok. RT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
michaelredwoodRT @DebbieMarchok: RT @marketing_chief Shaking it up. RT @clickz The 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/bb8MOd
DebbieMarchokRT @marketing_chief Shaking it up. RT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
jimcarusoRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
vivosityRT @GuyKawasaki: How immutable are the immutable laws of marketing? http://ow.ly/1o9Y82
MarketingRagRT @clickz The 22 Immutable Laws of Marketing No Longer Apply. Augustine Fou takes them apart on ClickZ. http://bit.ly/bb8MOd
faragodgRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
veneredimiloRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
rCrosbySticklesThe 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://www.clickz.com/3636379
brandconsultantFinally someone else who believes positioning & other mass economy models no longer apply http://bit.ly/azMzyH #marketing #positioning
RellyMeltzerThe 22 Immutable Laws of Marketing No Longer Apply http://www.clickz.com/3636379
acfouNo one knows you, the small fish in a big pond? Make a new pond? The mktng problem then becomes no one knows your pond: http://bit.ly/bb8MOd
italianpassionRT @andressilvaa: ARTICLE: The 22 immutable laws of marketing no longer apply. http://bit.ly/kent914 (via @KentHuffman)
apkalnsEven “The 22 Immutable Laws of Marketing” evolve & transform: http://www.clickz.com/3636379 #marketing #change
andressilvaaARTICLE: The 22 immutable laws of marketing no longer apply. http://bit.ly/kent914 (via @KentHuffman)
ChrisCopywriterhttp://www.clickz.com/3636379 http://fb.me/58F8vCW
UKSEOSpecialistThe 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/azMzyH
vvpreethamThe 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://ow.ly/14wJp
saintmoonriverRT @ramonthomas: Al Ries and Jack Trout’s The 22 Immutable Laws of Marketing No Longer Apply http://www.clickz.com/3636379
ramonthomasAl Ries and Jack Trout’s The 22 Immutable Laws of Marketing No Longer Apply http://www.clickz.com/3636379
markvanbaale“Traditional “push” advertising is like a thief breaking into your home at dinnertime and shouting at your family” – http://bit.ly/azMzyH
nickwredenWhy “positioning” theory &”22 immutable laws” are no longer true & will hurt your brand. Great Clickz article. http://bit.ly/azMzyH
AbsatzlehreBy @-davidhughan Great read: The 22 immutable laws of #-marketing no longer apply by @ClickZ http://bit.ly/c56rVy
davidhughanGreat read: The 22 immutable laws of #marketing no longer apply by @ClickZ http://bit.ly/c56rVy
jennycoupeThe 22 Immutable Laws of Marketing No Longer Apply – ClickZ: http://www.clickz.com/3636379 via @addthis
TimCohnThe 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/aOMY3Q
jpoloObserving: “The 22 Immutable Laws of Marketing No Longer Apply – ClickZ”, http://bit.ly/baH32k
MichaelMyersThe 22 Immutable Laws of Marketing that No Longer Apply: http://bit.ly/azMzyH
CarrieK_IEGRT @KMGDePaul: Why the 22 Immutable Laws of Marketing No Longer Apply http://ow.ly/1o9Y82
KMGDePaulWhy the 22 Immutable Laws of Marketing No Longer Apply http://ow.ly/1o9Y82
KenRobbinsRT @kraigguffey: RT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
CavalierPaleRT @elneco The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
elnecootra visión a las clásicas “22 leyes inmutables del mkt” http://www.clickz.com/3636379
webexecutivesMARKETING: @acfou’s take on how and why the first 7 of “The 22 Immutable Laws of Marketing” have changed (http://j.mp/aFxKrP ).
RogersParkCoCRT @whatworks: How the Laws of Marketing Have Changed http://ow.ly/14mSC (via ClickZ)
normbondThe 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/a8bbGa
fishermarketingExcellent! RT @whatworks How the Laws of Marketing Have Changed http://ow.ly/14mSC (via ClickZ)
AnibalDoRosarioGolden Age of Ads Laws no longer valid in Golden Age Of The Individual “The 22 Laws of Marketing” no longer applicable: http://bit.ly/bGert9
whatworksHow the Laws of Marketing Have Changed http://ow.ly/14mSC (via ClickZ)
vickysjonesThe 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/acONli
bmelchiorThe 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/acONli
MCNAffiliatesRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
manfredkisslingThe 22 Immutable Laws of Marketing No Longer Apply – ClickZ: http://www.clickz.com/3636379 via @addthis
hbgcoachingRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
steprincipatoRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd #marketing
gburkeThe 22 Immutable Laws of Marketing No Longer Apply (Part 1, Rules 1-7) http://bit.ly/90f8Us
gregg_makuchChallenge conventional wisdom – The 22 Immutable Laws of Marketing No Longer Apply – http://bit.ly/azMzyH
shaziaparwezRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
ForwardProIt’s always time to rethink marketing: http://bit.ly/acONli
pamdyer“The 22 Immutable Laws of Marketing” revisited http://bit.ly/btL7VC Column: They no longer apply in new landscape
jasoncerconeThe 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/azMzyH
nickromRT @tweetmeme The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
dancommatorThe 22 Immutable Laws of Marketing No Longer Apply #marketing #marketingstrategy http://bit.ly/azMzyH
CGFSyncresisRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
Dan_AgnewPeople still arguing “The 22 Immutable Laws of Marketing,” but it’s still great food for thought: http://bit.ly/acONli
acfouFALSE: 1st Immutable Law – It is better to be first than it is to be better; today it is better to be better – http://bit.ly/aRfkiY
DaintyNinjaHow the laws that governed the “golden age of advertising” are no longer valid in this “golden age of the individual.” http://bit.ly/acONli
craiglandesNice work: The 22 Immutable Laws No Longer Apply in the “golden age of the consumer” @acfou – http://bit.ly/aRfkiY
FiurInformationTraditional marketers making the shift take note! The 22 Immutable Laws of Marketing No Longer Apply (http://bit.ly/acONli ) #in
acfouThe 22 Immutable Laws No Longer Apply in the “golden age of the consumer” @acfou – http://bit.ly/aRfkiY
Aardvark Publishes A Research Paper Offering Unprecedented Insights Into Social Search
Source: http://feedproxy.google.com/~r/Techcrunch/~3/IMDRrISRf-8/
In 1998, Larry Page and Sergey Brin published a paper[PDF] titled Anatomy of a Large-Scale Hypertextual Search Engine, in which they outlined the core technology behind Google and the theory behind PageRank. Now, twelve years after that paper was published, the team behind social search engine Aardvark has drafted its own research paper that looks at the social side of search. Dubbed Anatomy of a Large-Scale Social Search Engine, the paper has just been accepted to WWW2010, the same conference where the classic Google paper was published.
Aardvark will be posting the paper in its entirety on its official blog at 9 AM PST, and they gave us the chance to take a sneak peek at it. It’s an interesting read to say the least, outlining some of the fundamental principles that could turn Aardvark and other social search engines into powerful complements to Google and its ilk. The paper likens Aardvark to a ‘Village’ search model, where answers come from the people in your social network; Google is part of ‘Library’ search, where the answers lie in already-written texts. The paper is well worth reading in its entirety (and most of it is pretty accessible), but here are some key points:
- On traditional search engines like Google, the ‘long-tail’ of information can be acquired with the use of very thorough crawlers. With Aardvark, a breadth of knowledge is totally reliant on how many knowledgeable users are on the service. This leads Aardvark to conclude that “the strategy for increasing the knowledge base of Aardvark crucially involves creating a good experience for users so that they remain active and are inclined to invite their friends”. This will likely be one of Aardvark’s greatest challenges.
- Beyond asking you about the topics you’re most familiar with, Aardvark will actually look at your past blog posts, existing online profiles, and tweets to identify what topics you know about.
- If you seem to know about a topic and your friends do too, the system assumes you’re more knowledgeable than if you were the only one in a group of friends to know about that topic.
- Aardvark concludes that while the amount of trust users place in information on engines like Google is related to a source website’s authority, the amount they trust a source on Aardvark is based on intimacy, and how they’re connected to the person giving them information
- Some parts of the search process are actually easier for Aardvark’s technology than they are for traditional search engines. On Google, when you type in a query, the engine has to pair you up with exact websites that hold the answer to your query. On Aardvark, it only has to pair you with a person who knows about the topic — it doesn’t have to worry about actually finding the answer, and can be more flexible with how the query is worded.
- As of October 2009, Aardvark had 90,361 users, of whom 55.9% had created content (asked or answered a question). The site’s average query volume was 3,167.2 questions per day, with the median active user asking 3.1 questions per month. Interestingly, mobile users are more active than desktop users. The Aardvark team attributes this to users wanting quick, short answers on their phones without having to dig for anything. They also think people are more used to using more natural language patterns on their phones.
- The average query length was 18.6 words (median of 13) versus 2.2-2.9 words on a standard search engine. Some of this difference comes from the more natural language people use (with words like “a”, “the”, and “if”). It’s also because people tend to add more context to their queries, with the knowledge that it will be read by a human and will likely lead to a better answer.
- 98.1% of questions asked on Aardvark were unique, compared with between 57 and 63% on traditional search engines.
- 87.7% of questions submitted were answered, and nearly 60% of them were answered within 10 minutes. The median answering time was 6 minutes and 37 seconds, with the average question receiving two answers. 70.4% of answers were deemed to be ‘good’, with 14.1% as ‘OK’ and 15.5% were rated as bad.
- 86.7% of Aardvark users had been asked by Aardvark to answer a question, of whom 70% actually looked at the question and 38% could answer. 50% of all members had answered a question (including 75% of all users who had ever actually interacted with the site), though 20% of users accounted for 85% of answers.
Source: http://feeds.gawker.com/~r/gizmodo/full/~3/xZHNT92BICw/bing-could-catch-yahoo-by-the-end-of-the-year
Since Microsoft’s Bing search engine launched last summer, it has gained market share at the expense of Yahoo. If the trends stay consistent, Bing could pass Yahoo in the U.S. by the end of November.
To be sure, some (most?) of Microsoft’s gains have come with an expense: The company is buying up toolbar deals to become the default search engine for more users — less-valuable, paid traffic that Yahoo seems happy to give up. And Microsoft has spent a lot of money advertising Bing.
But there’s no doubt that Yahoo’s declining search business, long term, is bad news for the company. Especially because its deal to farm out its search technology to Bing will only generate revenue for searches conducted through Yahoo, not through Bing, even though Yahoo is selling the ads on Bing.
The numbers vary depending on who you ask or whose data you use
Bing search volume continues to drop despite tons of ads and cheating — redirecting traffic from live.com, msn.com, microsoft.com, and windows search (see also – http://bit.ly/7qDBEz) .
The Nielsen Company today reported December 2009 data for the top U.S. Search Providers.
MegaView Search data – including total searches, unique searchers, search share, and all other search figures – cannot be trended with search results prior to October 2009 due to recent methodology changes.
Searches represent the total number of queries conducted at the provider. Example: An estimated 6.7 billion search queries were conducted at Google Search, representing 67.3 percent of all search queries conducted during the given time period.
versus Oct 2009 numbers from hitwise
The Ten Commandments of Modern Marketing
The Ten Commandments of Modern Marketing
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Thou shalt not target customers with messages they don’t want.
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Thou shalt be truthful.
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Thou shalt respect your customers.
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Thou shalt make it easy for people to find you.
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Thou shalt be useful.
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Thou shalt make it easy for people to pass along.
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Thou shalt measure and optimize.
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Thou shalt listen to customers.
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Thou shalt remove any organizational barriers to speedy, collaborative innovation.
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Thou shalt not do brand-ing.
Thanks for all the retweets!
WSI_ComandixI’m not Moses, but here’s The Ten Commandments of Modern Marketing http://ow.ly/TQuh
iamdanmoriartyThis is awesome – the 10 commandments of modern marketing http://bit.ly/7l8aBw – All very true, but especially #9!
tombutlin10 Commandments of modern marketing http://bit.ly/8MNo8g by @acfou. It doesn’t get clearer than this.
SuzzicksRT @AnnaMariaVirzi: How true, @acfou! Online marketing commandment no. 5: Thou shalt be useful http://www.clickz.com/3636027
acfouThou Shalt Not Target Customers (even with #BehavioralTargeting): Ten Commandments of Modern Marketing #marketing – http://bit.ly/8U3iI6
matt_mcgowanRT @AnnaMariaVirzi: How true, @acfou! Online marketing commandment no. 5: Thou shalt be useful http://www.clickz.com/3636027
indie_preneurThe 10 commandments of modern marketing — are you playing nicely? http://www.clickz.com/3636027 /via @AnnaMariaVirzi
pedrogomezGreat read: 10 Commandments of Modern Marketing: http://bit.ly/6f3F5d
AnnaMariaVirziHow true, @acfou! Online marketing commandment no. 5: Thou shalt be useful http://www.clickz.com/3636027
horacemitchell10 commandments of modern marketing http://short.to/12npj
fonstuinstra10 Commandments of Modern Marketing – ClickZ http://ow.ly/TOgq (h/t Jan van den Bergh)
GetPushingRT @GranerCreative: 10 Commandments of Modern Marketing http://tinyurl.com/y8mahr5 #marketing
MarComNetworkRT @GranerCreative: 10 Commandments of Modern Marketing http://tinyurl.com/y8mahr5 #marketing
GranerCreative10 Commandments of Modern Marketing http://tinyurl.com/y8mahr5 #marketing
jevedebe10 Commandments of Modern Marketing. http://tr.im/JJ1A
TemplateZonepretty solid guidelines – maybe someone should carve them into stone tablets! http://bit.ly/6f3F5d
theviragomedia10 Commandments of Modern Marketing – ClickZ http://bit.ly/7HKYGI
GreeneMarketRT @acfou: Thou Shalt Not Do Brand-ing: Ten Commandments of Modern Marketing #marketing #whatwereyouthinking – http://bit.ly/8U3iI6
MoniqueElwellexcellent reading: Augustine Fou Thou Shalt Not Do Brand-ing: Ten Commandments of Modern Marketing #marketing http://htxt.it/E3ut
PeteHealyAugustine Fou’s “10 Commandments of Modern Marketing” @acfou http://j.mp/5MWrLr #in
jessweissAll communications must be relevant, respectful, etc. @sarahebourne @andylarrimore The 10 Commandments of Modern Marketing http://ow.ly/TLCI
sarahebourneTrue! RT @andylarrimore I think I will revise these slightly to the 10 Commandments of Web Content – http://ow.ly/TI0V
blakeandwhite10 Commandments of Modern Marketing – from @ClickZ. Great list, @acfou! http://bit.ly/5MWrLr
TachmanRT @PDMAffiliates 10 Modern Marketing Commandments: http://bit.ly/5MWrLr #advertising
TdF_ConsultantsRT @berteloot: 10 Commandments of Modern Marketing http://bit.ly/6f3F5d
DecorcatsRT @berteloot: 10 Commandments of Modern Marketing http://bit.ly/6f3F5d
BrandojoRT @acfou: Thou Shalt Not Do Brand-ing: Ten Commandments of Modern Marketing #marketing #whatwereyouthinking – http://bit.ly/8U3iI6
acfouThou Shalt Not Do Brand-ing: Ten Commandments of Modern Marketing #marketing #whatwereyouthinking – http://bit.ly/8U3iI6
berteloot10 Commandments of Modern Marketing http://bit.ly/6f3F5d
pamdyerColumn: Modern marketing must focus on today’s consumers http://bit.ly/8g3EGJ 10 commandments for marketing in 2010
TaiKolenkoAn awesome article on Modern Marketing! I like the comment, “the sun is setting on the era of big “push” advertising.” http://bit.ly/5MWrLr
KFinneganThe 10 Commandments of Modern Marketing – http://bit.ly/90GhVq
DistribionDMRT @AdLocal: Reading 10 Commandments of Modern Marketing http://www.clickz.com/3636027
AnteroDiasCommandments of Modern Marketing – A list of the 10 rules every marketer should follow to meet consumer needs in 2010: http://bit.ly/5MWrLr
AdLocalReading 10 Commandments of Modern Marketing http://www.clickz.com/3636027
patriciahader#Measure and optimize on the 10 Commandments of Modern Marketing list http://bit.ly/8vQ1w6 via ClickZ
_Vanessa_V10 Commandments of Modern Marketing http://www.clickz.com/3636027
HamiltonWallaceRT @acfou: Ten Commandments to help “marketing sinners” become saints – http://bit.ly/8U3iI6
seewhatcouldbe10 Commandments of Modern Marketing – ClickZ: http://www.clickz.com/3636027 via @addthis
winsell10 Commandments of Modern Marketing – ClickZ: http://www.clickz.com/3636027 via @addthis
mnm8312Reading 10 Commandments of Modern Marketing http://www.clickz.com/3636027
andylarrimoreI think I will revise these slightly to the 10 Commandments of Web Content – http://ow.ly/TI0V
PedroBravoNada de hacer branding y otros 9 mandamientos de marketing moderno http://www.clickz.com/3636027
davidamoore10 Commandments of Modern Marketing – ClickZ http://bit.ly/5MWrLr
shannonholatoRT @cmo4hire: Read 10 Commandments of Modern Marketing, #10 No Brand-ing 
http://www.clickz.com/3636027
everyspoon10 Commandments of Modern Marketing. Learn them. Love them. Live them. Especially #5: Thou shalt be useful. http://www.clickz.com/3636027
zapalaFZKReading 10 Commandments of Modern Marketing http://www.clickz.com/3636027
joshua_dthou shall be useful & truthful – RT @gerardodada: Reading 10 Commandments of Modern Marketing http://www.clickz.com/3636027 – all true
MMG_Works10 Commandments of Modern Marketinghttp://bit.ly/8UVG1J
gerardodadaReading 10 Commandments of Modern Marketing http://www.clickz.com/3636027 – all true
PDMAffiliates10 Modern Marketing Commandments: http://bit.ly/5MWrLr #affiliate #advertising
BizIncubationRT @mediatrustpete 10 Commandments of Modern Marketing – ClickZ: http://www.clickz.com/3636027 by @acfou chief digital officer
mediatrustpeteMust Read for Marketers : 10 Commandments of Modern Marketing – ClickZ: http://www.clickz.com/3636027 by @acfou chief digital officer
MetaResponse10 Marketing Tips; http://bit.ly/5MWrLr
shiraadattoBrilliant as always! RT @acfou Ten Commandments to help “marketing sinners” become saints – http://bit.ly/8U3iI6
raysmannaTen Commandments to help “marketing sinners” become saints RT@acfou http://bit.ly/8U3iI6
acfouTen Commandments to help “marketing sinners” become saints – http://bit.ly/8U3iI6
gmcdanielGood #marketing advice. Thanks for sharing! RT @Intouchsol: The 10 Commandments of Modern Marketing- from @ClickZ http://bit.ly/6f3F5d
ChurchChair10 Commandments of Modern Marketing – ClickZ: http://www.clickz.com/3636027 via @addthis
IntouchsolThe 10 Commandments of Modern Marketing- from @ClickZ http://bit.ly/6f3F5d
delpierreReading 10 Commandments of Modern Marketing http://www.clickz.com/3636027
AdsMitchell#Marketing | 10 Commandments of Modern Marketing http://www.clickz.com/3636027
Datadude09Reading 10 Commandments of Modern Marketing http://www.clickz.com/3636027 Nothing we don’t already know but still interesting.
debbieswiderLove this from the ClickZ crew: 10 Commandments of Modern Marketing! http://bit.ly/6f3F5d
cmo4hireRead 10 Commandments of Modern Marketing, #10 No Brand-ing http://www.clickz.com/3636027
CollinsCompany10 Commandments of Modern Marketing – ClickZ: http://www.clickz.com/3636027 via @addthis
susanjspauldingRT @RoyMorejon: 10 Commandments of Modern Marketing – http://zi.ma/86997a
pablorazziRT @gnewell: 10 Commandments of Modern Marketing http://bit.ly/4RC4K1
gnewell10 Commandments of Modern Marketing http://bit.ly/4RC4K1
glenngabe10 Commandments of Modern Marketing http://bit.ly/75GhEK -great post by @acfou. I found myself nodding in agreement through most of it.
RoyMorejon10 Commandments of Modern Marketing – http://zi.ma/86997a
acfouHappy 2010! Ten Commandments to help “marketing sinners” become saints – http://bit.ly/8U3iI6
Sharon_Higbee10 Commandments of Modern Marketing http://bit.ly/6khoUG
thenameshopnz10 Commandments of Modern Marketing – ClickZ: http://www.clickz.com/3636027 via @addthis
Spunky_PR10 Commandments of Modern Marketing: http://www.clickz.com/3636027 http://bit.ly/8B5DZ7
jenkins123110 Commandments of Modern Marketing: On the other hand Sweetriot came out of nowhere, used no paid advertising .. http://bit.ly/5yKvpX
jenkins123110 Commandments of Modern Marketing http://bit.ly/5yKvpX
Jeff_Scarpo10 Commandments of Modern Marketing http://bit.ly/5yKvpX
beeyourfriend10 Commandments of Modern Marketing – ClickZ: Some people start the new year with resolutions. I thought, why not … http://bit.ly/5hjQZJ
friendfollower10 Commandments of Modern Marketing – ClickZ: Some people start the new year with resolutions. I thought, why not … http://bit.ly/5hjQZJ
2koolsales10 Commandments of Modern Marketing: With digital tools, devices, and channels data and feedback can be obtaine.. http://bit.ly/5yKvpX
col250401RT @sponsordiddy: 10 Commandments of Modern Marketing http://bit.ly/8uC7up
2adproshop10 Commandments of Modern Marketing: http://bit.ly/5GVRTl
EnterSuccess10 Commandments of Modern Marketing: On the other hand Sweetriot came out of nowhere, used no paid advertising of … http://bit.ly/6HLwmZ
jamieohler10 Commandments of Modern Marketing: On the other hand Sweetriot came out of nowhere, used no paid advertising of … http://bit.ly/4B39X4
marketingbot“10 Commandments of Modern Marketing” http://tinyurl.com/y8mahr5
GINFrank10 Commandments of Modern Marketing http://bit.ly/8dJM9l
HartHootonMarketing and #SocialMedia tips from Augustine Fou | RT @acfou: Ten Commandments of Modern Marketing #marketing – http://bit.ly/8U3iI6
Even Major Sites are Not Yet Benefiting From the Full Power of Search
@glenngabe’s post on FaceYahoogle – The Impact of Facebook, Yahoo, and Google on Website Traffic inspired me to also look at the search terms driving traffic. Most sites, even major ones have their own brand terms driving traffic. This is OK, but it is taking significantly less advantage of the full power of search.A more ideal scenario for sites is that they have a large number of non-brand terms driving traffic — i.e. the keywords they want to be known for are driving traffic to them. The premise is that if the user already knew the brand or brand name, it would be redundant for the advertiser to spend awareness ad dollars on them. The advertiser wants to get users to their site who do not already know their brand name. This is especially true for pharma drug websites, as you will see in the following examples.
GENERAL SITES
These sites have such a diverse set of products, services, or topics, we don’t expect the top search terms driving traffic to be anything other than their brand terms. But they should have a long tail of thousands of keywords driving traffic (and they are, in the following examples).
NYTimes.com
LinkedIn.com
Weather.com
CATEGORY SPECIFIC SITES
These sites focus on specific product categories, so one would expect that they should have keywords around their product category driving traffic — e.g. clothing, chocolate, wine, etc. But as you can see, most don’t and the total number of keywords driving traffic could be larger than it is now (implying more long tail keywords).
JCrew.com – clothing
Apple.com – computers, consumer electronics, iPod, music
Godiva.com – chocolate
AnnTaylor.com – clothing, women’s
SINGLE NICHE SITES
Such sites should be all over search terms that surround the topic areas that they want to be known for. But as you see from the analytics, most don’t. Instead, the top terms driving traffic are their own brand name. Again, if the user already knew the brand, additional advertising would be wasted on them. The sites need to make efforts to “own” additional keywords (or at least “show up at the party”) so people who don’t know the brand name might still have a chance finding them when they type in other keywords surrounding the specific niche.
Sutent (Pfizer) – cancer drug
Nucynta (J0hnson & Johnson) – pain drug
Spiriva (Boehringer Ingelheim, Pfizer) – COPD drug
NOTE: This is the best of the bunch of drug sites. COPD, the disease area they want to be known for, does actually show up in the first 5 search terms driving traffic, along with emphysema and their product name handihaler. Also, notice they have nearly 10 times the number of keywords driving traffic compared to the other 2 drugs cited (65 vs 7 or 8 )
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