B2B marketing will see the increase in spending in 2009 on performance-based online ads as opposed to more traditional display ads, according to a recent report from Econsultancy. According to MarketingCharts, 78% of advertisers plan to increase their spending on CPA (cost-per-action/acquisition) ads, 67% plan to increase spending on CPL (cost-per-lead) ads, and just under half will increase spending on CPC (cost-per-click). At the same time, only 29% of respondents plan to increase spending on CPM (cost-per-mille/online display advertising) this year. The full article and more data from the report are @MarketingVOX.
(x-posted @ Cacophony)
I’m happy to note that Blogs@Baruch received a mention in the annual Horizon Report, a document produced by Educause, an international non-profit organization “whose mission is to advance higher education by promoting the intelligent use of information technology.” Every year the report is read by IT and instructional technology professionals at universities and colleges across the world to get a sense of the current state of technology in higher education, and future directions. It identifies key trends and critical challenges facing higher education as we attempt to keep pace with the technological needs of modern life, and to continually look for innovative ways to integrate technology into our functioning and curricula.
The bulk of the study is focused on describing, analyzing, and sharing prime examples of six “technologies to watch,” which are organized by their “time-to-adoption.” Click the image above to download a copy of the report; it’s interesting reading for techies and non-techies alike. Here’s a summary of the “technologies to watch”:
Time-to-Adoption: One Year or Less
- Mobiles: making services and information readily available to students and staff on portable devices such as iPhones and Blackberrys. For an example of what this looks like, see Stanford’s iApps Homepage.
- Cloud Computing: a new way to think about computers, software, and files, which takes advantage of “data farms,” or collections of computers that distribute processing and storage. You no longer need to run productivity software on your hard drive; Google Apps, for instance, supports word processing, presentations, spreadsheet design, presentations, and calendars that are accessible, shareable, and functional through a web browser, wherever you are. The vanguard in this development is data intensive cloud computing used by the hard sciences, but this also has implications for students and staff, who, perhaps, need not rely so heavily on Microsoft Office in coming years. (Though not mentioned in the Horizon Report, last September, CUNY’s Online Baccalaureate began a “Virtual Application Streaming Pilot Project,” a local cloud computing experiment).
Time-to-Adoption: Two to Three Years
- Geo-Everything: mobile phones, cameras, and other handheld devices can now automatically attach “geolocative” information to data they produce, such as photographs and videos. Researchers and teachers are exploring ways to integrate this functionality into their work via annotated maps, visual narratives, and game-based learning. See Community Walk and Paint Map for examples.
- The Personal Web: individuals and groups are exploring the “creation of customized, personal web-based environments to support their social, professional, and learning activities using whatever tools they prefer.” At the Institute, we call this “personal publishing,” and it is the core idea behind Blogs@Baruch, which was mentioned as one of five exemplary “Scholarly Community Blogs” cited in this section. Other examples of “The Personal Web” include Omeka, an open source software developed by the Center for History and New Media at George Mason University, which allows anyone with access to a server and a MYSQL installation to build and share online collections of artifacts; and SMARTHistory, an “edited online art history resource to augment or replace traditional art history texts.”
Time-to-Adoption: Four to Five Years
- Semantic-Aware Applications: the “semantic web,” according to Wikipedia, “is an evolving extension of the World Wide Web in which the semantics of information and services on the web is defined, making it possible for the web to understand and satisfy the requests of people and machines to use the web content.” Some refer to this as Web 3.0, or “using the web as what to write with.” Educause sees the development of “tools that can simply gather the context in which information is couched, and that use that context to extract imbedded meaning.” Woah. Few examples of the semantic web in higher education exist. Patrick Murray-John, an instructional technologist at the University of Mary Washington, is exploring what opportunities new tools that look treat online materials as data may have for the studying of teaching, learning, and thinking.
- Smart Objects: “a smart object is simply any physical object that includes a unique identifier that can track information about the object.” Think about a package that’s tagged with a bar code that is scanned and allows you to track it; or the library book you have that’s way overdue. Products based on this idea are entering the consumer market, and could be used in archaeology, medicine, and in combination with Geo-Everything approaches. An example being developed by researchers at the University of Florida would continuously monitor patients for a variety of conditions as they went about their normal lives.
We’re pleased to be included in a report of this magnitude, and to see such a wide variety of innovative deployments of technology. These are interesting times!
This article talks about Ensequence, the interactive television company that announced they have developed more than 50 Blu-ray titles using its Create software, which enables creative teams to quickly and easily design and develop interactivity for Blu-ray Discs without requiring advanced knowledge of Java and the BD-J specification. It is very interesting because nowadays Blu-ray is getting more and more popular among innovators and early adopters. As the demand is climbing up, suppliers need to improve their technology so as to efficiently and effectively produce a greater number of blu-ray products. Ensequence’s success in using their innovative software to develop blu-ray disc is a big step ahead the industry. Hopefully it will lead the company to a bigger marketshare and great fortune.
http://www.marketwatch.com/news/story/More-Than-50-Blu-ray/story.aspx?guid=%7BA4B863EF-75CF-4B92-A00D-97120BBDD9B4%7D
nbsp;http://tv.boingboing.net/2008/03/19/how-…
Although wireless technology seems great, do people really want their information to be fully vulnerable by having it in one chip? read this article for more, and what people are attempting to do with these chips that are hidden in credit cards,
Click here to learn how to dissable the chips!
http://www.youtube.com/watch?v=cufZ9l7ci…
win points, be green, Win Win situation!
RFID chips in plastic cans can tell you about how much you have recycled by logging online!
http://earth2tech.com/2008/03/17/recycle…
Why customization pays off.
This article speaks about how customization pays off. Economical perception of customization. It also argues how potential money saving can come with great online customization.
http://www.mass-customization.de/download/ppc04.pdf
This article is about an interview Frank Pillar about how customization is important for online business. Frank also explains how start up customization fails in websites. Some of the reason is lack of financing, lack of experiencing, or just plain bad luck. Frank also spoke about the alternative of customization .
http://mass-customization.blogs.com/
Cookies
This article basically states how online companies use cookies to find out more information about there viewers. a cookie is a unique identifier that a web server places on your computer. A serial number for you personally that can be used to retrieve your records from their databases.The main benefit of cookies for viewers is that they help you to navigate websites, particularly those where you purchase goods or services and have to fill out forms with your name, address, and payment information.
http://www.artbusiness.com/cookies.html
- Describe the similarities and differences between server log, coded page, and panel data. Which do you think is the most useful?
Server logs is created by the owner of the site and it records each files requests from websites. Code page is a new way to collect data. This located on the user’s side of the transaction. The data collected by tags have several advantages over server log data (which is data that can be a bit more accurate). The data collected by web bugs has smaller storage requirements due to the fact that it stores only relevant data, and when data are collected in this manner, it permits real-time processing and viewing of site metrics. Panel data is the process of using panel data to generate site effectiveness data. which is the same as using panels in the general marketing research process. Specialized software is downloaded onto a participant’s computer to record their click stream data. The main similarity between them is that they all are use for recording peoples activities on website. The differences are that server logs record information on the server side while Coded Data collects information from the browser side. Meanwhile coded pages are more useful than server logs because the user’s IP address may change during the session. In effect it causes the server log to record different visitors. Coded pages have real time viewing and server logs does not because it has to be transferred.
- What are some of the specific metrics that measure Internet traffic, audiences, and campaigns. Which ones do you think are the most important?
Hits- numbers of files requested.
sessions -amount of activity on a site during a specified period.
Page views- times a web page is requested.
Click-through- numbers of times visitors come to the site by clicking on an ad.
Impressions- number of times and ad banner is requested by a browser.
Measuring metrics for Audiences: Unduplicated audience: the visitors that are not “regulars” to the website. Visitors- number of people who visit the site.
Behavior on the site -how many pages were viewed, time on the pages.
Measuring metrics for Campaigns: Offer – promotion (testing shipping cost from free to discount offer). The communication channels can be use as will (mail/email, online banners)
- What kinds of variables are needed to measure the effectiveness of branding efforts on the Internet? Where are these measures obtained?
Sales can be measure of effectiveness if it is a transactional site. Three ways of collecting it: hit counters, server log files, and coded web pages. The audience measures the provided date about the people who visit the site. (by time, members, non members, etc) The traffic can see the document site activity. You can see what things were most requested, the total activity of the site (”click throughs”, time spent on it).
- What is the concept of anticipatory customer service? What role can it play in successful customer service delivery?
Build customer scenarios, using data including call center reports, e-mail logs, chat transcripts, and Web site software that can report unusual volumes of activity and uncover patterns in day-to-day service queries. Use the scenarios to determine where intervention can prevent problems, such as common customer mistakes in placing orders.
Make customer service pervasive by fulfilling common requests before the customer even asks and ensuring that service is readily available throughout the value chain.
Design the service process for “seamless escalation.” Translated, this means firms must guide customers to the service they need without having to move through frustrating layers of information that does not fit the needs of the customer
The company should be able to anticipate problems in the customer service process and have these issues solves or ready to be solved before the consumer finds this problem and is ready to address it. If they anticipate a problem, the consumer will have less of a problem trying to solve that problem.To do this, companies must anticipate potential problem areas before they become troublesome, develop solutions, and provide service that exceeds customer expectations.
- Can you identify any ethical issues that are inherent in sophisticated customer service programs?
Anticipatory customer service builds customer scenarios by using data including call center reports, e-mai logs, chat transcripts, and Website software. This means that there will be alot of access to the consumers information that the client might want deleted or kept secret. You are using their logging information to help others in a similiar situation which may be unethical.
· Describe the similarities and differences between server log, coded page and panel data. Which do you think is most useful?
A server log is where group files created by the server are stored. Every time a browser requests a file, an entry is generated on the server log. A problem with it that each individual graphic on a page gets stored separately, which would cause a page that has 5 graphics to receive 6 hits on the log, since there is a log for the 5 graphics and then 1 for the page itself.
A coded page involves placing a 1 by 1 pixel image on a web page, and with the cookies on a browser’s computer, it will return data about the users web activities.
Panel data generates site effectiveness by polling willing users who install software on their computers which record their click-stream data. The software is then polled regularly and uploaded.
The coded page would seem to be most useful in this scenario. A server log is rather inaccurate in terms of the data it reports while panel data would be the hardest of the three to acquire, since it depends on cooperation of users who are more likely than not uninterested in lengthening their time on any one website. Because of the ease of its data recording process and the fact that it operates without needing interaction from users, coded pages look to be the best method of data collecting.
What are some of the specific metrics that measure Internet traffic, audiences and campaigns. Which ones do you think are most important?
Some of the metrics that measure internet traffic are report dashboard, marketing campaign reports, browser based reports, path analysis, and segmentation by behavior and channel. The dashboard seems most likely to be the more important of these options. Dashboard is customizable in terms of the summary data it displays. Summary data can always be used to consolidate the amount of browsing a user actually needs to do while giving the most useful data, which has been customized to the users preferences. In lowering navigation between programs and windows, they create a more user-friendly experience.
By joana | December 22, 2008
basically, the point of the marketspace matrix is to allow firms to take a customer-centric approach with Internet marketing. meaning that the have the customer as their main focus and everything they do is to satisfy them.
since every company has different goals, they choose levers that allow them to reach those goals. they can increase market share, maximize growth, maximize profitability, or become market leaders. each objective requires different levels of investment and investment.
to create awareness, firms can use direct or indirect levers. direct levers are communication-based and firms can control them ( i.e.promotions). indirect levers are controlled by third parties. i.e. having journalists or product reviewers notice your product and writing about so that it creates awareness.
for exploration, levers give the customer some kind of incentive for visiting a website. i.e. when you have targeted promotions for specific people might actually drive them to visit your website so they can read more about the offer. also, linking your website to others that might be of interest for a site visitor will enhance the experience of navigating in your site.
levers that create commitment are those that make 2 parties (buyer and seller) contribute to maintain that existing relationship. on the seller’s side, he/she can provide the buyer a product that’s of good quality and that it provides benefits. from the buyer’s side, he/she can be part of the compnay’s community and “spread” the word about the goodness of the company. it’s a give-and-take relationship. companies and buyers have to maintain a lot of dialogs and communication with each other for this relationship to work out and prosper. they communicate through levers like emails and newsletters.
dissolution takes place wen a company no longer sees a customer as profitable so they must get rid of them. they can do this by reducing advertising to them, reducing emails or newsletters, and even raising prices.
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Analytical CRM includes capturing and storing data in a customer database and developing specialized value propositions.
Which of the following are functions that an automated e-mail management system include Learning from responses made by human agents and Creating personalized e-mail messages.
Elements of customer profiles may include product-related behaviors and data identifying source of customer acquisition
A mortgage application is a good candidate for an automated knowledge management system data can be made available electronically and it involves a great deal of repetitive processing.
