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Posts from October 2006

October 31, 2006

Music And Podcasts - A Nasty Mix?

An earlier post on my MakeShift Mixes blog sited how great the Red Bull Music Academy was for all they offered not only in terms of on-site instruction and curriculum but online as well. After listening to a few podcasts though, I admit, I was slightly miffed to find out that musical examples given throughout the lecture series' were edited out for "copyright reasons".

When will big (and small) music learn that we now live in a digital age? If someone wants to rip that song out of a lecture series by grabbing the video and taking out the audio, they will! Then again, is this perhaps one of the better ways to lure people back to your site? What do you think? Marketing touchdown or fumble?

I Want Better Christmas Gifts

Well the Christmas shopping season has begun and the online retailers have turned on the heat to get shoppers to their sites. Unfortunately, I believe a majority of them have missed a huge opportunity.

The hot topics this year in online marketing have been 1 to 1, Social Media, Social Networking and the Long Tail and although exciting items, they fail in one important area. How do we get my mom to buy "Nip/Tuck Season 1" and not another Dan Brown novel?

I’ve scored 10,000 items on Amazon, bought the niche tracks on iTunes, reviewed items on various sites, and they all do a great job of telling "Me" what I should buy next. But how do you get your wife, kids, parents, or "family unit" to gift you those precious items, so you don’t fake smile as you unwrap your 3rd copy of Titanic? I’ve forwarded my wish list to my parents, only to be reprimanded by my wife that it’s kind of cold and heartless. Bah Humbug. I now "butter them up" before the hyperlink. "I love ya, click below".

Online retailers have built powerful consumer profilers, but have forgotten that people purchase gifts for each other. As a result, those personalized recommendations are inaccessible to everyone else. So to solve this dilemma, I propose "Family Clusters", where sites allow you to link accounts together and share your wish list with friends and family. The next time you login, you can easily see what other people are interested in and what others have already bought. No more silly email hyperlinks to wishlists. Kind of kills the surprise doesn’t it, if you need them to forward their wishlist to you?

So call it "LinkedIn Wishlists" if you want, but please build it so I can avoid returning another copy of James Blunt and get what I really want: Building Your Own Indoor Climbing Wall. Just don’t tell my wife.

Yahoo! Picks Up...Talent That Is

"Yahoo! Search Marketing Canada":http://searchmarketing.yahoo.com/arp/srch_ss.php?o=USPX10&cmp=Search&ctv=Y!brandsimple&b=75, slated for public release in early 2007, has brought on new and innovative talent to provide Canadian marketers with a fully integrated marketing solution. In a press release, Kerry Munro, General Manager of Yahoo! Canada, noted how “this team of industry professionals and search marketing experts will provide an efficient and effective transition to our new search platform, and these new technologies and features will make it easier for marketers to understand the performance of their search advertising campaigns and experiment with the medium in an effective, insights-driven way.”

Continue reading "Yahoo! Picks Up...Talent That Is" »

Squishy Cows As Viral Marketing

Squishy Cows! A few weeks ago the lovely "AC Riley":http://www.acriley.com interviewed me for "an article for Canadian Business":http://www.canadianbusiness.com/entrepreneur/sales_marketing/article.jsp?content=20061024_110636_5716 but I ended up on the cutting room floor. AC was nice enough to "post my part of the article to her blog":http://www.acriley.com/web-content/archives/archive_2006-m10.php#e76 and to let me reprint it here: bq.. Over the summer I had the absolute pleasure of speaking to Ken Schafer, VP-marketing at "Tucows":http://www.tucows.com/ , as well as Mitch Joel, president of Twist Image for an article on viral marketing, Are Clients Catching Your Message? Both Ken and Mitch were informative, highly knowledgeable and a lot of fun to interview! Unfortunately, due to space restrictions, Ken Schafer's contribution and the Tucows case study didn't make it to the final version. So, I'd like to post some of the text that did not get printed: One of the things that often hold back SMEs from adding a viral component to their marketing arsenal is finding the right hook. It needs to connect with the consumer in such a way that it gets people talking and, more importantly, forwarding the campaign to friends and colleagues. Ken Schafer, VP-marketing at Toronto-based Tucows Inc., looked to the popularity of a particular company giveaway -- a foam squishy cow -- for inspiration. Well known as a provider of freeware and shareware downloads, Tucows was looking to promote its B2B offerings: wholesale Internet services and back office solutions. Schafer used the company's technical blog, Tucows Farm which is read by software developers, programmers and resellers of Tucows' services, to execute its viral campaign. On July 10, 2006, there was an unannounced, one-day offer to give away the coveted squishy cows, with one provision: "the recipient photograph the cow in an interesting place and post the picture online":http://www.flickr.com/photos/tags/squishycow/. The response was unexpected, with over 100 requests. Tucows ran out of the spongy bovines and is in the process of obtaining 5000 more for future campaigns. Schafer explained that campaign created more than the initial viral buzz - it also entices blog readers to keep checking back for other spontaneous campaigns. Ongoing benefits include word-of-mouth as more and more Tucows brand ambassadors pop up on desks and squishy cow photo shoots turn into water-cooler conversations. As the campaign continues, inbound links from the photos will continue to grow, driving traffic to the company. Tucows' example is a sign of the times. Based on a survey of U.S. executives Blackfriars Communications’ report, Marketing 2006: 2006's Timid Start, predicts a 10 per cent drop in budgets allocated to traditional marketing with most of the shift going toward developing new media and alternative marketing - including viral. p. It's hard to over-estimate how much people love those little squishy cows. We're taking tubs of them to "ISPCON":http://www.ispcon.com/ next week to satisfy demand and hopefully drum up more pics of our little friends in exotic locales.

A Travel Guide For Second Life

FF_182_sloverview2_f.jpg "Wired Magazine":http://www.wired.com/ is looking at "Second Life":http://www.secondlife.com/ just like "One Degree is":http://www.onedegree.ca/category/second-life. Included in the feature are: * "Overview":http://wired.com/wired/archive/14.10/sloverview.html * "Facts for the Visitor":http://wired.com/wired/archive/14.10/slfacts.html * "Shopping":http://wired.com/wired/archive/14.10/slshopping.html * "Destinations":http://wired.com/wired/archive/14.10/sldestinations.html * "Entertainment":http://wired.com/wired/archive/14.10/slentertainment.html * "Wired in Second Life":http://wired.com/wired/archive/14.10/slwired.html I'm still not convinced that any of this is really relevant to marketers - at least in the short-run. But that doesn't mean we dont' want to talk about it. If you think that Second Life is for you and your brand, let us know. And if you're from Telus, how about the inside scoop on how your SL(Second Life) store is doing!

Why Blogging Matters

whybloggingmatters.jpg Over at Bernaisesource Dan Greenfield has pulled together six senior marketing executives to talk about why they think blogging matters. Here's his introduction to the six mini-editorials:
Technology has enabled customers to dramatically change their attitude towards marketing. As a result, they are tuning out in increasing numbers and talking back. Customers are shifting massively their entertainment and information consumption away from traditional media to the new web space. Marketers are responding by shifting their advertising to web properties, but online advertising is struggling to gain trust. According to a recent Forrester survey of US households, only 6% trust search engine ads and 2% online banner ads. Customers trust themselves and each other in influencing their perception of a brand. Yet few marketers have embraced blogging, although it supposedly enables a more personal and two-way interaction with the brand. So does blogging matter? All of us are senior marketing executives in established corporations but we also share a common passion for blogging. At the initiation of Eric Kintz at Hewlett-Packard, we decided to all get together to share our thoughts about the opportunities and challenges of this new marketing frontier.
The entire article is well worth a read. Thanks to Judy Gombita for the link.

October 29, 2006

Tracking 404s With Google Analytics

Google Analytics provides a great deal of valuable information on the performance of your marketing campaigns, and how visitors interact with your site.

But it is not a log analysis application, and therefore it does not track error pages "out of the box", unless of course you configure it to do so.

Tracking the dreaded "404 Error Document not Found" page enables site
managers to identify broken links and to fix them. Apparently, there are even some people who will create content to match errors that occur often.

How do I start tracking 404 error pages?

First, you must create a custom 404 error page, and instruct your web server to use it instead of the standard ugly one.

Continue reading "Tracking 404s With Google Analytics" »

Where To Ask, Learn And Discuss Web Analytics

With the ever-growing smorgasboard of online marketing options, if you're a marketer, you know it's critical now more than ever to measure what you're getting from your marketing spend. But looking backwards is not enough. You must also segment and uncover insights about your most valuable customers that will help you strengthen your competitive point of difference. To effectively measure and analyze online initiatives, you need a variety of measurement and analytics tools and processes, i.e. customer surveys, usability studies, sales data, offline data mining and online traffic measurement. Applied to the Web, all of these fall under the umbrella of "Web analytics". So where can you find out more about how to "do Web Analytics"? Here's a start: * Seminar*: "Boost Your Web Site’s Impact, Effectiveness and ROI with Web Analytics":http://www.boostwebsiteimpact.com/, November 14-15, 2006, Holiday Inn on King, Toronto. * Event*: "Web Analytics: Make the connection between your marketing spend and the bottom line":http://www.aimscanada.com/Default.aspx?pageId=322&eventId=413&mode=2, AIMS breakfast event, November 30, 2006. * Course*: "Web Analytics Program (series of 4 online courses)":http://www.tech.ubc.ca/webanalytics/index.html from the University of British Columbia, and visit this "Squidoo Lens on Web Analytics Courses":http://www.squidoo.com/webanalyticscourses/. * Association*: "Web Analytics Association (WAA)":http://www.webanalyticsassociation.org/ has open access articles. More info available for members (plus many discounts) * Forum: "Web Analytics Forum":http://tech.groups.yahoo.com/group/webanalytics/. Join and ask anything about Web analytics. Post a job opportunity. Many other vendor specific forums exist. However, many require that you are a client, except for "Google Analytics":http://groups.google.com/group/analytics-help. You may also want to check out the "LinkedIn":http://www.linkedin.com/ group associated with the Web Analytics Forum. * Blogs: Too many to count! Start with these ... ** "Occam's Razor":http://www.kaushik.net/avinash/ (Avinash Kaushik) ** "Lunametrics":http://lunametrics.blogspot.com/ (Robbin Steif) ** "Braden's Web Analytics, Usability and Online Marketing Blog":http://www.bradenh.ca/wordpress/index.php (Braden Hoeppner) ** "WebMetricsGuru":http://www.webmetricsguru.com/ (Marshall Spooner) ** "Share the Genie's Power":http://clickinsight.blogspot.com/ (me*) ** Andrew Goodman also blogs about analytics relevant to search marketing on "Traffick.com":http://www.traffick.com/. In the Web Analytics arena, conferences are not dead. The Emetrics Summit held in Washington D.C last week was attended by over 450 people. The next North American Summit will be in San Francisco in May 2007. And the thirst for learning about Web Analytics is high. The warm-up Web Analytics Training Day, held on the Sunday before the conference, was attended by over 80 people and was sold out in advance. _* discloses my direct involvement or support._

October 26, 2006

Steve Levy On Market Education

This 0:37 video features Steve Levy, of "Ipsos-Reid":http://www.ipsos.ca/reid/, answering a quick question regarding the gap of knowledge between marketers and agencies. _Recorded at the Canadian Marketing Association’s Digital Marketing Conference in Toronto, October 19th, 2006._

Keyword Strategy - SEO’s Most Critical Element - Part 2

In the "first part of this post":http://www.onedegree.ca/2006/10/10/keyword-strategy-seos-most-critical-element-part-1, I outlined several places that you can find good keywords for your website. In this post I will provide some keyword selection tips and outline how to group your keywords and position them on your site. *Keyword Selection Tips* When selecting keywords for your site, it is best to look for phrases that describe your products/services in the most clear and logical way possible. Below, I have outlined a number of selection tips for you to consider. *_Evaluate the market for your keywords_* In order to select the best keywords for your site, you have to be able to evaluate how competitive the market is for each term and determine whether you have sufficient resources to compete. You can gauge the level of competition and projected traffic for your keywords/keyword phrases by using some of the keyword suggestion tools that I outlined in my previous post. However, I highly recommend that you try out the "Keyword Difficulty Tool":http://www.seomoz.org/tools/kwtool.php developed by SEOmoz. This tool will provide you with detailed information about the top ranking sites for a search phrase and give you good idea about what you will have to do with your site in order to compete. You can use this tool to compare terms that you are interested in and determine which ones are the most suitable for your keyword efforts. *_Keywords vs. keyword phrases_* It is often said that shorter keyword searches represent shoppers and longer keyword searches represent buyers. Single keywords (or short phrases) are not highly targeted and are much more difficult to rank well for. Longer, more targeted keyword phrases can generally be associated with greater purchase intent and will typically yield much higher conversion rates. The goal of your keyword strategy is to drive qualified traffic to your website. Avoid using too many overly generic terms. Try to select *2 to 5 word phrases* that are specific to the contents of the page that you are optimizing.

Continue reading "Keyword Strategy - SEO’s Most Critical Element - Part 2" »

Organizing the CMA's DMC - Louise Clements' Thoughts

This 1:01 video features event organizer Louise Clements sharing her thoughts on the conference's length, and her opinions on the conference's vibe. I apologize that the video cuts off, but my memory card ran out of space. _Recorded at the Canadian Marketing Association’s Digital Marketing Conference in Toronto, October 20th, 2006._

October 25, 2006

7 Things I Learned at the 2006 Digital Marketing Conference

Last week's CMA 2006 Digital Marketing Conference was information-packed and very inspirational, and I'm not just saying that because I am a member of the Conference Committee!

While I learned a lot more than just seven things at the Conference (I took 15 pages of notes), there were a number of key points made by various speakers that really struck me:

Continue reading "7 Things I Learned at the 2006 Digital Marketing Conference" »

Sulemaan's Review Of The CMA's DMC

Now that the dust has settled, here is the view from the peanut gallery at the "Digital Marketing Conference":http://www.the-cma.org/events/digital.cfm. Wow. First off, kudos goes out to the event’s Organizing Committee - what a great job you did! If you've ever organized a conference or special event, then you know how much blood, sweat and tears goes into one. If you haven’t, trust me. I'm not being melodramatic, I am speaking from experience. At first, I was unsure about the event being held at "The Guvernment":http://www.theguvernment.com, but the venue was perfect. It was big enough to host a large crowd yet still able to keep the event’s energy in one spot. The ability to use wireless was a nice touch, as was the feature of instant survey questions, with responses being displayed on the overhead screens. Both were very cool dimensions of 'interactivity’, which makes sense at a Digital Marketing Conference, no?

Continue reading "Sulemaan's Review Of The CMA's DMC" »

October 24, 2006

Bryan Eisenberg On Getting to Know Your Customers

This 2:16 video features Bryan Eisenberg, author of "Waiting for Your Cat to Bark":http://www.futurenowinc.com/, talking about how marketers need to know their target customers and needs better. _Recorded at the Canadian Marketing Association’s Digital Marketing Conference in Toronto, October 19th, 2006._

Stuart MacDonald On Canadian Web Startups

This 2:44 video features "Stuart MacDonald":http://stuart.blogware.com/ - founder of Expedia.ca - sharing his opinions on the state of start-ups in Canada. _Recorded at the Canadian Marketing Association’s Digital Marketing Conference in Toronto, October 19th, 2006._

October 22, 2006

Another Free Google Tool: Multivariate Website Optimizer

At the "Emetrics Summit":http://www.emetrics.org/ in Washington DC last Wednesday, Brett Crosby of Google announced the launch of "Google Website Optimizer":http://services.google.com/websiteoptimizer/, beta. A multivariate testing platform free to those with a "Google Adwords":https://adwords.google.com/select/Login account, Optimizer allows you to test landing pages or conversion events for not only search engine marketing, but also email, ads or an offline drive-to-web campaign. Sure, this will help Google increase Adwords revenue but it's a definite win-win for Adwords customers as well. Way to go Google! I had been in Washington for the Summit since the Saturday before, and after 4 days of very long days and jam-packed sessions, some of our heads were filled to brim. However, we were awake enough to suspect something was up when Brett walked to the podium wearing a suit with his presentation on a flash drive and not preloaded. Use of the Optimizer is by invitation only. Google will be screening sites before they allow access to the Optimizer. Brett said that they definitely have criteria for admission and I hope that this includes a screening of the readiness of the applicant to do a robust test. There's nothing more dangerous than an invalid test. Because people tend to have more confidence in test results, they tend to risk more. Taking action on invalid test results can be deadly.

Continue reading "Another Free Google Tool: Multivariate Website Optimizer" »

Kate Trgovac On Social Media, And The CMA's DMC

This 1:50 video features Kate Trgovac, of "www.mynameiskate.ca":www.mynameiskate, sharing her opinions after a roundtable discussion on Social Media, and her impressions of this years CMA's Digital Media Convention. Recorded at the Canadian Marketing Association's Digital Marketing Conference in Toronto, October 19th, 2006.

Michael Seaton On His #1 Podcast - The Money Clip

This 2:10 video features Michael Seaton - director of Digital Marketing at "Scotiabank":http://www.scotiabank.com discusses his #1 Podcast, "The Money Clip":http://themoneyclip.scotiabank.com/ and the online sensation "Second LIfe":http://www.onedegree.ca/category/second-life. Recorded at the Canadian Marketing Association's Digital Marketing Conference in Toronto, October 19th, 2006.

October 20, 2006

Photos From The CMA's DMC

Some interesting photos from the CMA's Digital Media Conference. For more photos head over to the "Flickr Photo Pool":http://www.flickr.com/groups/cma-dmc/pool/show/, with more elaborate descriptions for each photo. Ken Roundtable Mitch Joel David Weinberger Steve Levy

Chris Carder On Top Issues For Email Marketers

This 1:51 video features Chris Carder - CEO of Toronto-based email service provider "Thindata":http://www.thindata.com/ discussing what's keeping email marketers up at night. Recorded at the Canadian Marketing Association's Digital Marketing Conference in Toronto, October 19th, 2006.

David Weinberger On Misinterpreting The Cluetrain

This 1:40 video features Cluetrain Manifesto co-author "David Weinberger":http://www.hyperorg.com/blogger/mtarchive/marketing_in_the_age_of_the_mi.html talking about how some people misinterpret the concepts laid out in that seminal work. Recorded at the Canadian Marketing Association's Digital Marketing Conference in Toronto, October 19th, 2006.

October 19, 2006

Digital Marketing Conference – Flickr Pool

As Ken mentioned, we will be attending the CMA’s Digital Marketing Conference this Thursday and Friday. While some of our readers will not be able to attend, we felt it would be great if we could include you visually in the experience. During the conference One Degree will feature photos via a Flickr photo stream, and all attendees are welcome to contribute photos. Updated photos added to the stream will be featured on One Degree’s main page on Thursday and Friday, and anyone is welcome to sign up as a contributor by becoming a member of the pool by following this link. For those not attending the conference, check back regularly as photographic updates will be uploaded and featured on the site. You can even visit the Flickr pool website at: http://www.flickr.com/groups/cma-dmc/

October 18, 2006

QotD - Do You Like Polls?

Help us determine if polling should become a new feature on One Degree. Simply cast your vote to see the results.

Introducing Arieh Singer - His First Post

As the newest member of the One Degree team I felt the best content for my first post would be with an introduction. My name is Arieh, I am 23, and presently living in Toronto. Working with Ken and the One Degree contributors excites me because collectively we bring together intuitive ideas, as we wield the new media samurai sword. I'm excited to join this dialogue, and to provide new content and ideas as One Degree grows. As new articles are posted you will see my work in the backend, occasionally posting alongside famous admired One Degree (and Bell) celebrities Frank & Gordon…or is it Gordon & Frank? I am glad to be a part of the One Degree team, and feel free to drop me a line at . Also, don't hesitate to take a look at my photoblog for a daily snap through my lens: "www.ariehsinger.com":http://www.ariehsinger.com/ .

QotD - Digital Marketing Conference Must Sees?

This Thursday and Friday Arieh and I will be attending the CMA's Digital Marketing Conference.

So our question to you is...

Are you attending the CMA's Digital Marketing Conference and if so, which keynote or session are you most anticipating?

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