Twitter: Google's nightmare?

Recently, I have read a lot about Twitter, but not about the social networking. Everyone is talking about Twitter’s opportunities in search (http://www.search.twitter.com/), which are quite different from Google searches. Is different = better? Does this represent a problem to Google? Why is this relevant for e-marketing?

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The main difference between Google and Twitter’s searches is that Google looks for documents that have been produced, while Twitter looks for what was said on a given topic. We could describe Twitter search as a real-time search engine and social discovery tool. But what should we search with Twitter instead than with Google? One example could be a recommendation, if we are looking to a good place to eat sushi in Vancouver; it is easier, better and faster to receive a couple of recommendations from Twitter’s user that live in Vancouver than reading the 103,000 Google’s search results.

One implication for the companies is to which search engine they should pay more attention. Because most web site traffic comes from Google, especially if the company appears on the first page of results. But visitors that are referred by Twitter could spend more on the site than visitors from Google because the way Twitter visitors were referred is more customized.

Definitely, Google needs to pay attention to Twitter because they are offering something that they don’t do. At the same time this is a new challenge for marketers due to the fact that now they need to analyze how Twitter search engine could be used on the best way.

Juan Francisco

"If You Seek Britney"

TV, Radio, Magazines, Newspapers, Billboards, Websites, Google, Youtube, Myspace, Facebook, Twitter, Blogs … Britney Spears is everywhere!

Her new album, new single, and new world tour need promotion. She and her staff have wisely used offline and online channels to advertise them. Let’s talk about her online campaign to see how her staff applies the basic e-marketing concepts.

Listening is to monitor your customers’ conversations between themselves. Is to listen to their needs and wants from a trustable source of information. There are lots of websites and forums dedicated to the pop star on the web. Spears’s staff follows the most important webs to know and “listen” the customers, what do they want and what do they expect. They have updated surveys that could be useful for choosing the tour “set list” or the next single.

Talking is to stimulate conversations between customers and participate on them giving subtle messages. Britney’s official website (britneyspears.com) has a blog. On this blog, Britney’s staff members post news and messages, and they can receive feedback with the followers’ comments. By providing a space for communication they are “talking” directly with the customers and this is helpful to “engage” them. In addition, she has facebook and twitter accounts to “talk” with her “friends”. Actually, on the website they have a “friend Britney” banner where all the links to add her to your social network.

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Energizing is about promoting your product/service with your enthusiastic customers’ help. Britney’s site is using energizing too; it has an application for buying tickets for the tour that can be added to Social Network’s accounts. They added a “grab it” tag to it. With these they are encouraging her fans to place it on their sites, so other fans can see it. Using energizing they want to increase the sales and advertising for free.

Customization/individualization is when your product or service satisfies individual needs, and costumers feel important because they perceive it as unique. Britney’s online store sells calendars and customers can personalize them, choosing size, color, and other features to fit each customers likes.

Interactivity is used with some online contests that the website has. Some examples are” wallpaper design contest”, or “create a history for a Britney’s video”. This interaction increases the website traffic and the fans enthusiasm to talk about Britney, this causes word of mouth.

With this example, we can notice that applying most of the e-marketing concepts at the same is possible, if Britney can, you can!

Juan Francisco

5 tips for Viral Marketing

Viral marketing is the "in" thing today, so here we have five practical tips for applying it!!

· Offer desirable products or services that spread your message: You can do things like enable visitors to e-mail greeting/post cards from your website or offer free downloads (screensavers, wallpapers, games, etc.) that carry your marketing message. These activities are not very expensive and they can help to increase the your brand’s website traffic.

· Encourage word of mouth recommendations: this advertising is one of the bests because it is almost free. Brands can encourage people to share the message with friends and/or promote the website by making easy to email the webpage, or adding a “tell a friend” tag. Remember that viruses only spread when they are easy to transmit.

· Take advantage of others’ resources: Brands can place text or graphic links on others websites by “affiliate programs”.

· Use existing communication networks: Brands can place their message on existing communications between people to multiply the dispersion.

· Create “popular media”: Companies can place “funny” stuff on the red like videos promoting their brand, or creative websites that will catch people’s attention and cause that the WoM expands its dispersion.

To take advantage of “viral marketing” it is necessary to develop an effective strategy that exploits common motivations and behaviors and is easy to transmit.

Juan Francisco

Marketing Today

I liked this video because it easily explains how complex is marketing today due to the web 2.0 (:

What is Emarketing?

To start defining e-marketing, it is really necessary to clarify the meaning of “Marketing”. So let’s do it…

When I chose to study Marketing everyone asked me: “What’s that?” and I used to answer: “It’s to create Ads, commercials, apply surveys, stuff like that” I didn’t have a clear idea, so I wasn’t able to give the “right” answer.

The first definition that I read was the one given by the American Marketing Association, that tell us that Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. We have different concepts from different sources, and almost all of them focus on satisfying the client necessities and in adding value to the perception that they have of the product/service.

I kept looking for a definition that described Marketing until I found one that says: “Marketing is everything, and everything is marketing.” I think that this one is the best because if we look around us we can find marketing everywhere; our world is full of brands, slogans, logos, ads, promotions, and all.

Today’s world is connected with the internet, so it became necessary the development of emarketing. Emarketing is a translation of all the traditional marketing tools into a digital language. The main difference between emarketing and traditional marketing is that once that you’re online, your business is automatically inside the worldwide web, this means that you need to be prepared for the different markets. It seems a simple definition, but there are many issues which are part of it.

I’ll try to write about the latest and most important advances on Emarketing to be prepared for the “Emarketing World”.

Juan Francisco

Welcome to E-marketiing

E.marketiing is a blog about marketing and technological trends.

In this blog I'll try to post information and articles about the new trends on e marketing. I hope this blog can provide interesting and applicable data for everyone.

Welcome to the E.marketiing Time!




Juan Francisco