Gasta Mobile News:Buongiorno

Buongiorno uses viral to push mobile social network

A viral ad campaign supporting digital entertainment company Buongiorno's mobile social network has been viewed over 400,000 times.
The 411,101 views in the first three weeks of the campaign resulted in 3,135 visits to the Real Time Real People website, which contains more information about the mobile-specific social network.
According to the company, around 12% of unique viewers requested an invitation code to Blinko with over 27% subscribing.
Blinko is a pan-European attempt from Buongiorno to enter mobile social networking following success from established online players including Bebo, Facebook and MySpace.
The viral campaign was designed and created by DLV Proximity to generate interest in the new product. Buongiorno has allocated a total marketing budget of €500,000 (£426,000) to promote Blinko.

Gasta Advetising set to grow

Find the online opportunities in your own backyard: Gasta.com

Billions of local ad dollars will be moving online in coming years. Find out which outlets offer the best potential returns.

These days, the advertising community is focusing its attention on how to create ads for online media -- including video, rich media, Flash, etc. -- and the revenue potential associated with these channels. However, a less-often-asked but vitally important question in terms of industry shift, as well as dollars and cents, is this: Where will these ads be placed?

Industry estimates suggest that mobile advertising will reach nearly $10 billion in the next few years, with online video reaching nearly $3 billion. However, advertising at the local market level -- although not as frequently discussed -- has the potential for even bigger numbers and greater growth. What's more, local advertising isn't at odds with mobile and online video, as many assume. Rather, rich media and geotargeted place-based mobile advertising are likely to be big components of that local online ad spend. Within the context of the changing media landscape, local online advertising represents a massive opportunity that is coming into its own -- and bears more attention from the advertising community.

Tip O'Neill once said, "All politics is local." And while that's not quite true of advertising, it does resonate when assessing this new shift into hyper-local marketing and advertising. According to eMarketer, $97 billion of the $157 billion -- more than 60 percent -- of the advertising market in the U.S. is focused on local. The online portion of that has thus far lagged behind the other advertising channels, with only about $2.1 billion -- 2 percent -- of local advertising being online at the end of 2007. However, that number is expected to more than triple over the next four years to more than $7.8 billion. That's a huge movement of dollars shifting toward reaching local audiences online.

But where are these dollars going to end up?

Although traditional local media -- Yellow Pages, newspapers, radio and broadcast television -- all have an online presence, none of them enjoys the dominance on the web that they do in their "home markets." Yet their audiences are moving online at faster and faster rates, resulting in major drop-offs in print subscriptions to newspapers, broadcast TV audiences, terrestrial radio listenership and Yellow Pages customers.

For example, the Kelsey Group recently found the erosion of print Yellow Pages is going to increase from 2-3 percent to more than 10 percent this year. That's a pretty massive decrease year over year. And even the Yellow Pages Marketing Association concedes that although online usage of Yellow Pages is growing, a 10 percent drop in print usage dwarfs the increase in online searches. Newspapers are in a similar boat with their advertising; online ad sales are climbing, but offline usage declines are taking a larger chunk of ad sales away from the industry as a whole.

And yet, projections show online ad sales more than tripling -- and there has to be a place for all that advertising to land, outside of the traditional media's online presences mentioned above.

With Google, Yahoo and online Yellow Pages growing their audiences, there is certainly going to be growth in local business searches. But what about brand advertising and trying to reach people who are migrating away from traditional television, radio and newspaper outlets for their news?

The numbers are a little grim. There are about 1,400 daily newspapers and 7,000 television and radio stations in the U.S., and back-of-the-envelope math shows that they each produce about three to six stories per day, or about 22,000 local stories for the entire U.S. This for an audience of roughly 20,000 individual cities and towns. All these players used to be able to back up their locally produced content with national stories, thereby providing a full news experience for their viewers or readers. But, the internet has changed all that; people get their national news from national sources. Instead of competing with other local newspapers, papers are competing with every news site that has a web page. Given this fragmentation, local news sites are not maintaining their market share.

So what's going to take up the slack?

Well, nature abhors a vacuum. Thus, amateur, user-generated content and commentaries are taking off in local markets. The internet's solution to the dearth of local news coverage is the same as it has been with other problems of scale: let the people build it themselves. Similar to Wikipedia, the Open Directory and Usenet, truly local content is going to be provided by the people who live there.

In looking at sites like MetroBlogs, Gothamist publications, Outside.in, NowPublic, Baristanet and Topix (the site that I run), it becomes apparent that a massive amount of attention and investment has been paid to giving people a platform for engagement with the places they live. And while social networks (based on who you know) like Facebook, LinkedIn and MySpace have generated a lot of usage, and even more buzz, none of them has really provided a locally contextual venue. You are unlikely to meet the neighbors who live two blocks away via Facebook or LinkedIn. However, when that same family starts blogging about your neighborhood or commenting on something another neighbor wrote, it's a compelling discussion -- one that you're likely to read and possibly even join.

Given the aforementioned advertising growth and the decline of the traditional places for it to go, user-generated content is where the action is going to be. The local online outlets that make the most sense for a given campaign will vary greatly depending on where you live and who you're trying to reach with your advertising. But the potential audience size available through these channels is impressive. Speaking for Topix, we've seen comment rates go from around 30,000 comments a day in the middle of 2007 to more than 140,000 comments a day -- or more than 3.5 million comments a month -- across more than 20,000 cities and towns within the U.S.

Media consumption and local audiences' preferences are shifting. Advertising is going to shift as well. So along with that cool viral video and mobile campaign, consider how you can make the most of region-specific opportunities as the $97 billion gorilla of locally targeted ad dollars spent in the U.S. starts to move online.

Chris Tolles is CEO of Topix

Gasta SEO: ThinkMetrics Articles

Learn where most companies misstep when it comes to this crucial component of their online marketing strategies.

Search engine optimization, or SEO, is the process of tuning the content and coding of a website in order to maximize its listings in search engines. SEO should be part of every well-rounded online marketing program. Pay-per-click advertising is all very well, but it means you have to pay for every visitor. SEO is about getting free traffic from the search engines. Over the course of two years or more, nothing has a better return on investment than SEO. Thus, if you plan on having a website that runs for more than two years, search engine optimization should be a key part of your online marketing strategy.

I started doing search engine optimization in 1996 when Web Position (the world’s first SEO tool) was in beta. I remember receiving an e-mail from the company that pointed out that its tool would make it possible to sell SEO services to clients. At the time, nobody was doing search engine optimization, but it was instantly obvious to me that such a service would be essential if people wanted to be found on the web. I have now been doing search engine optimization for 12 years -- and in some areas I "own" Google.

The most common mistake that organizations make with regard to SEO is bringing their SEO consultants into the process too late. Many companies fail to give SEO its due consideration during a website's design phase. In fact, many companies don't give it any thought at all until after a site's design has been finalized. However, it is during the planning and design processes that SEO considerations are most important and will provide the greatest advantage.

Coding for success
The coding of a site affects search engine optimization in many ways. In fact, coding has a greater impact on a site's listings in the search engines than the site's content. Many sites -- including those of some top brands -- simply cannot be read by search engines at all. If you want to see for yourself, install the Google taskbar in your browser and start looking at the page ranks that appear when you visit various sites. Page rank is Google's assessment of the global importance of a site. It will not take you long to find major sites that have no page rank. Unless the site is very new, a lack of page rank means Google cannot read it.

The technology used to build a site has a direct bearing on search engine optimization. For example, most search engines will not read a page if a URL contains a question mark. A question mark indicates that the content is the result of some dynamic process, such as a content management system or PHP. In other words, it tells a search engine that the content is being generated automatically.

When a search engine perceives that content is automatically generated, it has no way of knowing if the content is generated every hour or only once a year. There is typically a delay of six to eight weeks between the time that a site is read by a search engine and the time at which it appears in the listings. Thus, the search engine has no way of knowing whether what it has just read will still be there when it sends a user to the page in a month or two. In short, any page with a question mark in its URL is potentially untrustworthy. It was precisely for this reason that the mod rewrite module was produced for Apache. (Microsoft has a similar module for IIS.) Mod_ rewrite enables you to lay static URLs over dynamic ones. Adding mod_ rewrite to a system before you start coding it is a small job. Adding it to a large dynamic shopping site after it is running is a major headache, and may simply be impossible.

If you read Larry Page's and Sergey Brin's Stanford University dissertation, describing the algorithms they wanted to use in a search engine, you will find that a great deal of space is devoted to the analysis of the importance of pages according to their position inside the navigation structure of a website. Therefore, how you arrange the pages and how they link to each other has a direct bearing on the search engine optimization of those pages. I have used this information to look at potential site designs and, in some cases, have found that the core content would actually rank as less important than the site's privacy policy, simply because of the way links were built to the respective sections.

There are many ways of coding the same page, and not all ways are equal to a search engine. Dynamic menus are a case in point. At present, search engines cannot run JavaScript or Flash. The only hyperlinks that they can follow are standard HTML tags. You want search engines to follow your links because that is how they find the pages inside your site. It is therefore important that you create navigation structures that they can follow. Some dynamic menus can be followed by search engines and some cannot. It depends on how they are coded. Generally speaking, menus that are dynamic because of changes to CSS properties are fine. However, those in which the target page is called via programming are not. Once again, it is best to lay considerations like this down during the design brief because changing every link in the site later is expensive.

This becomes more important if you plan on having a content management system (CMS). If software is going to be writing your copy, or code, you need to ensure that what it produces is as search engine-friendly as possible. Many content management systems generate horrific code from a search engine point of view. Once again, changing a CMS after it has been deployed is a major nightmare -- and often impossible.

Early communication for optimal results
You often won't hear complaints from SEO consultants unless search engine activity is absolutely impossible (and sometimes not even then). SEOs are used to dealing with (from their perspective) sub-standard sites, sites that are barely readable by search engines, and sites that contain many problematic elements. SEOs have learned to accept such sites, and they often have no choice but to do the best they can with the garbage they are given by customers. Many SEOs have learned that pointing out problems may result in a client's deciding to go to a yes-man who will not make waves and is happy to take the client's money for a year or two while achieving nothing.

If you want to get the most out of search engine optimization, your SEO consultant should be the first person you talk to when developing a site -- before you even write a brief and start searching for potential designers. The sites that have had the most success when I've worked with them are the ones that asked me to modify their briefs to cover the requirements of SEO. The last time I did this, three of the five design agencies that had been asked to bid withdrew because they could not meet the standards required to make a search engine-friendly site. Throughout the design and construction process, I worked closely with the coders. Most new sites don't get listed by Google at all for months. Our site was No. 1 in Google within two weeks of launch.

Bring SEO experts into the discussions of what will be built at the earliest possible moment. Don't let the design agency or your own designers get their feet under the table until you have spoken to the SEO expert.

There are many elements that need to be considered during the SEO process, and these discussions often result in the SEO expert becoming the most unpopular person at the table. Such conversations often degrade into a litany of "no, you can't do that because the search engines don't like it," followed by "no, you can't do that because the search engines don't like it." Companies have to watch their favorite design features drop like flies. Sometimes designers have even gone so far as to accuse me of trying to cripple their designs. But ultimately, it is not the fault of the SEOs; they are just the messengers. They are simply telling you the way things are. When it comes down to it, if you want your site to get listed in the search engines, you have to give the search engines what they want.

Remember: Search engines do not have to list every site on the Web. In fact, despite what they may claim, they don't even try. All a search engine has to do is provide people with a list of 10 reasonably valid results from which to choose. The lesson: You need the search engines. They don't need you. Therefore, it is incumbent upon you to understand what they require and give it to them.

Bringing an SEO in after a site is finished is like deciding to do the electrical wiring on a house after you have moved in. By bringing an SEO into the site design process, you can save time and money later. In addition, your site is likely to achieve listings that it could never achieve if SEO were undertaken after the site was already finished.

Design a site for the search engines, and the viewers will follow. Design a site the search engines can't read, and nobody will ever know it exists.

Brandt Dainow is an independent web analytics consultant and the CEO of ThinkMetrics.

Gasta SEM: SXC Marketing

Think you have SEM under control? Think again. Find out how to increase efficiency and lower the boom on the pesky problems of this popular tool.

Your SEM program is terrible. But that's all right because your boss doesn't understand a single thing you do -- he's just concerned that you are doing it and that your numbers look great.

So what are you doing wrong? First of all, stop patting yourself on the back with how great your SEM program is. You're really not that good. Seriously. Now let's move on.

A rock with arms can make SEM look good. Why? Because it's the last stop a consumer makes. By the time they type in a keyword on Google -- and it really is all about Google -- they've already decided what they're looking for. Television, radio, print, banners, events and billboards have all sucked their brains so dry that by the time they come to SEM, they are mindless lemmings.

"I must have product X. Must type in keyword to find product X. Must consume. More, more, more. It will make me happy."

What gets the credit for that last stop? SEM, of course. The consumer sees a television commercial, a print ad, an outdoor billboard and then goes online and types something into Google to find it. Voila!

Did SEM cause that sale or visit? Of course not. It is merely the conduit to it. It's like having an extra door to your store to let more people in. I always marvel at myopic managers who cut their other ad budgets and slowly see their SEM traffic drop and can't figure out why. The trickle may be slow at first, but the curve does become apparent over time. If you want to look like the hero in advertising on the brand side, go into SEM. It's just a shame the creative format requires the writing ability of five-year-old. But it's not about the creative, it's all in the strategy.

In SEM, if you are not maximizing the long tail you might as well be a rock with arms. Why? Google has become the de facto internet navigation engine. Forget portals. If someone wants to go somewhere online, they start at Google. A much smaller entity can compete in the niches of the bigger player's mass reach. It is precisely that "phenomena of choice" that makes the whole AdWords universe work. Unlike in product manufacturing, the price advantages of the long tail are huge in SEM. The fractured niche universe works here, because it's not about someone knowing your brand; it's about them knowing what they want. Going after the long tail in search is different than in product development, chasing after those consumers. As I wrote last week, the costs there can often be quite high, and your business model greatly dictates whether that is advisable.

So how and, more importantly, when do you go after that long tail? Make Google work first
The biggest problem I see with most marketers is diversifying too early. They go on MSN, Yahoo, Google and Ask simultaneously, constantly tweaking each individual program, keyword list and copy. All of that work requires duplicative efforts and drains the time on reporting requirements for your staff. They constantly question why this is working here and not there. It's not strategy, but comparative paralysis.

The Google universe is huge. It is also the biggest market opportunity. Get your entire program to work there first. Build the keyword lists, tweak the copy, expand, optimize and concentrate on making it work on Google. Keep on going down that long tail of keywords. Track performance over months. Expand to the Google Search Network; make the program work there first. Then, once you are hitting the point of diminishing returns, expand the entire program to MSN, Yahoo and Ask. This way it is a strategic approach that is efficient. You just port your program.

Now, are there going to be different performance dynamics across the other engines? Of course there will be. But getting Google to work first is essential. You will end up being able to expand faster than if you work on all platforms simultaneously.

"No time," is what I hear everyone in our industry scream. "Then be more efficient," I scream back. If you can't get your program to work on Google, it's not going to work anywhere else.

Shoot the copywriter, befriend the lawyers
Okay, this is hard for me. I am a copywriter, but seriously, using copywriters for SEM copy is like using a fly fishing pole to catch tuna. It's an efficiency nightmare. A net is coarse, bulky and blunt, but it is a lot more efficient. If you are going after the long tail, where the volume of keywords you will be using can approach the hundreds of thousands, eliminate the process of using a copywriter. A copywriter will grind your process to a halt.

But the copywriter isn't the only drag on efficiency. Remove the approval processes for all copy internally. Your director doesn't need to see it, and neither does your VP. Any approval process on copy just wastes time, a lot of time. And a lot of money, too. It is not about the individual keyword and the copy. It is about the corpus of words. You can A/B test copy within Google all day and keep tweaking it for best performers. A copywriter will never be able to provide copy that is so much better and more responsive that it overcomes the time suck from going after the long tail. The long tail value will far outweigh that. Step back and see the big picture.

In fact, the ones you really want to eliminate from the process are the lawyers. "But legal always has to see the copy!" No one is going to sue you over SEM copy because the search engines will shut you down long before that happens. They are the gatekeepers.

So what should you do with that legal department that is causing you nightmares? Well, befriend them. Sit down with them. Explain the issues, the cost to the company, the time drain on them, the speed to market issues and ask them to draft copy guidelines that you must adhere to. Can't use the word "Guarantee?" Then eliminate it from your copy and post those guidelines in the SEM department. You will save an enormous amount of money, time and frustration.

Look, a legal department once told me that we had to have a disclaimer in our SEM copy. The disclaimer was 120 characters. Ha! Show them the process, the copy and how it works. Set up a meeting with them to walk them through a single keyword posting, copy, the Google Console and then explain that you have 20,000 keywords. They'll get it.

Automate
Utilize ad optimization companies like DidIt or Efficient Frontier. You can try and go after the long tail yourself, but the only way you can effectively manage the portfolio as your keyword list expands into the thousands is to bring in some firepower. It's not about getting a click on your SEM ad, it's about getting the conversion on the back end. Remember that the click is irrelevant. What the consumer does when they get to your site is everything. Agencies like Efficient Frontier and DidIt not only have the tools to help you, their optimization technologies can adjust bid pricing for the most efficient conversion. The money you spend with them will never be more than the amount you save by using them. But it does take time for those systems to gain all of the intelligence they need to properly optimize.

I have heard stories of brands saying they tried optimization software but it didn't work. The only cases where I've seen optimization fail have been when companies did not give it enough time, were short-sighted or when companies approached SEM from a test program they did internally that showed better results. The problem with internal test programs is that anyone in SEM can make a small list of keywords extremely efficient. But when it's time to expand that list, the problem becomes unmanageable.

There are only two companies I know who took SEM in-house and ran it more efficiently. Both had unique business models and both designed their own optimization technologies for their business models. Essentially they have their own SEM agency internally. But Bob, Mary and that intern have no hope of making it scale efficiently internally unless they are given the resources to do so, and the one thing they will need most is time. If you are a small shop, agency or brand, you can do it yourself. It will just take a lot more time to scale, that's all.

Okay, so maybe your SEM program isn't awful, and maybe you're not a rock with arms. SEM is all about efficiency. It may not be the ad venue that's glamorous, and you're not going to be able to point to the television or billboard and brag as you tell your friends you did that. But if you start strategically and approach the process diligently, you will see better results with less of a headache.

Sean X Cummings

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Gasta News:Brand Identity

Tough economic times call for small businesses to get creative. Here is why you should consider implementing a multi-domain strategy for your business.

COST. A memorable, highly targeted and keyword-rich domain name, garners free organic search engine traffic. By acquiring a domain name from the secondary domain market, you are spending less money in traffic than by engaging in often costly keyword search buys or print advertising.

BRANDING. Acquiring domains related to your products and or services sends a strong and consistent message to your customers and builds brand equity while avoiding customer confusion and lost traffic. For example, a photographer's website would benefit from camera, weddings and portrait themed domains.

GLOBAL REACH. Although the "dot com" is the most common extension, you should cast your net wider by getting as many extensions possible, including country code specific extensions. Act locally, think globally!

CAPITAL INVESTMENT. Like fine wines, domain names appreciate in value as they get older, thanks to the navigation traffic they acquire from prominent search engine positioning. By acquiring multiple premium domain names you are building a valuable portfolio of assets.

Are you ready plan a multiple domain strategy for your business? BuyDomains has the largest inventory of premium domain names — let us help you find one that matches your business needs. Contact domains@buydomains.com.

Gasta Seo: Reputation Management

If your website or products suffer from bad reviews or negative feedback, Sometimes disguised as “constructive criticism” do not sit and hope that it will go away; this is a set of circumstances that you can and must change and influence. Everyone would much rather receive a pat on the back, but how do you stop this negativity from getting in the way of your clients? It’s called reputation management, sometimes clients marketing can conflict with the reputation of an area or a ‘ghettoisation’ as happened with West Belfast during the prolonged troubles, However when local communities started to respond to this negative portrayal in a positive way by starting community festivals instead of traditional ‘bonfires’ and demonstrating and discussing all the positive aspects of the West Belfast community such as low crime, lively social networks, strong community support groups, and neighbourliness. What happened was a complete turnaround of the perception of West Belfast as a ‘ghetto’ into one of a vibrant community that has become a Mecca for conflict resolution.
Gasta SEO Services explains that reputation management and SEO go hand-in-hand because it’s all about getting the positive results above the negative ones. They also suggest participating in and leveraging social media sites such as Twitter, Facebook, LinkedIn, etc. and building up the positive picture of your website to downgrade and diminish the negative comments and to help gain positive momentum.

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