Brand, Digital Marketing, Email Marketing, Internet Industry, Search Engines

S T P (?)

I came across this inspiring note by Norm Rose, the 26 years travel industry veteran. His blog is compendium of interesting articles on travel technology, emerging trends and latest happenings. In this particular article, Mr Norm has covered Expedia’s new approach (basis Dara Khosrowshahi’s address at PhocusWright conference, Nov 2007). This might not sound rocket science but pretty much what we have always been discussing about. Though written in Nov 2007, but is still valid..

Expedia has 3 focus areas…

> Email: Make it more focused and targeted. Email has tremendous potential of upsell opportunity

> Segmentation: content based segmentation. Premium groups, no cancellation/change fees or other services

> Search Experience/Personalisation: New algorithm will send people to a specific hotel property, therefore increasing the likelihood of conversion.

Thus Expedia’s leap from being impersonal to a more personalised interaction. I saw lot of Amazon in their approach, emailing, algorithm, personalisation etc. You can read his full article here.

As an emarketer, I’m sure most of us have always been smitten with the Google bug, Search Optimisation Search Engine Marketing other display related communication to reach out to our target consumer (talk about segmentation, targeting and positioning). I’m also sure that very few of us would have looked internally, at our own database, our own consumers and found effective ways of marketing.

Banking folks are a great example and market according to clusters lifetime value etc (alas, they might be around for long). However, the other service industry players such as travel and retail e commerce still have to long way to go.

Truly, in the context of e-Marketing, the three pillars of marketing strategy- Segmentation, Targeting and Positioning (STP, as we call it) has a new P- Personalisation. Practicing this formula on Search (whether SEO or SEM) is relatively easy. All we need to do is to marry the keyword (read as search intent) to the product offering. But, what Expedia is talking about is the next level. This will marry the customer level data (from CRM) to the content to enhance conversion. And we don’t have to look elsewhere, but our own data and integrate this to deliver the lasting consumer engagement. I’m reminded of a scene from minority report, where Tom Cruise, while walking in a mall is offered a proposition basis his Retina scan.

Sounds very simple, eh! But who cares, as long as, we have Google 🙂

Cheers!

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comScore, IAMAI, Internet Audience Measurement, nielsen netrating, nielsen online measurement

Nielsen Audience Measurement

Finally, Nielsen is here. And we have another choice of getting the audience data in addition to comScore. I’m keeping these links handy in case you want to explore the details…

AgencyFaqs: http://digital.afaqs.com/perl/digital/news/index.html?sid=23283

Alootechie: http://www.alootechie.com/content/nielsen-online-enters-india-karthik-nagarajan-head-its-india-operations

The big daddy’s of audience measurement have put India on the map and have announced their online venture in India. TAM, Television Audience Measurement, is also a Nielsen Tool, and is used extensively by the Television folks to get meaningful business insights and innovate to better engagement. However, barring a few top online publishers, I haven’t seen any instances of such research being utilised to its fullest. I say this, because a an internet marketer, I never get to hear the comScore/Nielsen data as a support for for any media presentation.

But things may change soon.

Before we get more optimistic, one other entity associated with audience measurement is a usually an impartial industry-wide central body. They are important from the view of the authority, auditing and impartial validation and hence the universal usage of Data. These are bodies such as ABC (Audit Bureau of Circulation) for print media, IAB (Interactive Advertising Bureau) for US, IBS (India Broadcasting Society for television) is equally important to initiate the approach. I’m sure IAMAI (Internet & Mobile Association of India) is taking a note of this as they have a job at their hand in educating a number of us on this subject.

Cheers!

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Digital Marketing, Internet Audience Measurement, Internet Industry

Nielsen Audience Measurement

Finally, Nielsen is here. And we have another choice of getting the audience data in addition to comScore. I’m keeping these links handy in case you want to explore the details…

AgencyFaqs: http://digital.afaqs.com/perl/digital/news/index.html?sid=23283

Alootechie: http://www.alootechie.com/content/nielsen-online-enters-india-karthik-nagarajan-head-its-india-operations

The big daddy’s of audience measurement have put India on the map and have announced their online venture in India. TAM, Television Audience Measurement, is also a Nielsen Tool, and is used extensively by the Television folks to get meaningful business insights and innovate to better engagement. However, barring a few top online publishers, I haven’t seen any instances of such research being utilised to its fullest. I say this, because a an internet marketer, I never get to hear the comScore/Nielsen data as a support for for any media presentation.

But things may change soon.

Before we get more optimistic, one other entity associated with audience measurement is a usually an impartial industry-wide central body. They are important from the view of the authority, auditing and impartial validation and hence the universal usage of Data. These are bodies such as ABC (Audit Bureau of Circulation) for print media, IAB (Interactive Advertising Bureau) for US, IBS (India Broadcasting Society for television) is equally important to initiate the approach. I’m sure IAMAI (Internet & Mobile Association of India) is taking a note of this as they have a job at their hand in educating a number of us on this subject.

Cheers!

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facebook in India, orkut in India, Orkut Vs facebook in India, Social media

Are you on Facebook, eh!

It was 26th January, the date I started to recieve a number of B’day wishes. I got about calls, each of these callers had a common source- Facebook. I’m not a very active facebook user (as I have mentioned in my other posts), but I would have been one of the first guys to register on Facebook.com. Since it was a new site, I registered with a dummy date of birthday (26 Jan). I guess my non-sociable attitude, laziness and unmanageable application are the root cause for this paranormal behavior. However, the other folks feel otherwise.

Facebook, though a very popular website, in India is behind Orkut by a big margin, 12.6 Mln (Orkut) Vs 4 Mln (Facebook). The difference is even more stark when one compares the audience duplication between the two sites. The duplication between Orkut & Facebook is to the tune of 3 Mln (therefore, it means facebook has only about 1 Mln unique visitors compared to 9.7 Mln of Orkut. However, the growth of Facebook is impressive about 150% growth in Dec’08 when compared to Dec’08 (which means Facebook is only next to Blogspot now).

The numbers might be small, but Facebook has a huge impact on the friends community. Recently, during my younger brother’s wedding, I was asked by a 50 year old Auntie- when will you put up the pictures on Facebook? Impressive indeed, Facebook has a great word of mouth. Thanks to the folks at comScore for the data!

Just stumbled upon this link on HindustanTimes.com.

Not trying to prove a point 🙂

Cheers!

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Digital Marketing, Social media, Viral Marketing

Are you on Facebook, eh!

It was 26th January, the date I started to recieve a number of B’day wishes. I got about calls, each of these callers had a common source- Facebook. I’m not a very active facebook user (as I have mentioned in my other posts), but I would have been one of the first guys to register on Facebook.com. Since it was a new site, I registered with a dummy date of birthday (26 Jan). I guess my non-sociable attitude, laziness and unmanageable application are the root cause for this paranormal behavior. However, the other folks feel otherwise.

Facebook, though a very popular website, in India is behind Orkut by a big margin, 12.6 Mln (Orkut) Vs 4 Mln (Facebook). The difference is even more stark when one compares the audience duplication between the two sites. The duplication between Orkut & Facebook is to the tune of 3 Mln (therefore, it means facebook has only about 1 Mln unique visitors compared to 9.7 Mln of Orkut. However, the growth of Facebook is impressive about 150% growth in Dec’08 when compared to Dec’08 (which means Facebook is only next to Blogspot now).

The numbers might be small, but Facebook has a huge impact on the friends community. Recently, during my younger brother’s wedding, I was asked by a 50 year old Auntie- when will you put up the pictures on Facebook? Impressive indeed, Facebook has a great word of mouth. Thanks to the folks at comScore for the data!

Just stumbled upon this link on HindustanTimes.com.

Not trying to prove a point 🙂

Cheers!

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