The general search engines have realized that not every keyword needs millions of links. Also many companies are not bothered with the competition that surrounds the top ten links scenario. These companies are local shops, salons, travel agencies, bookshops etc. With everything entering the web world, these local entrepreneurs have found a place in the internet. That’s why, Google, Yahoo, Microsoft and others are focusing on local, need specific search engine, which will help the users locate the nearest Thai restaurant or medical store in their locality or neighborhood.

Marchex Inc. is a Seattle based search and media company, founded in 2003. Lately, Marchex Inc. has launched 100,000 specific search sites/ engines. Its focus is mainly local search, search marketing and direct navigation. The reason why all the search engine companies are now involved in local search is because, it is a known fact that almost 30% of internet users are in search for local places. The main flaw with the general search engine is that, they only have millions of links for global companies, entertainment, social networking sites etc but when a user wants to find out about that one music shop where they stock “The Best of Carpenters” cd in plenty; such general search engines are useless.

Spock.com is another specific search engine company by Jay Bhatti. He feels that when a user wants to find out about his long lost high school friend, who then aspired to start a college where subjects such as dating, safe sex and the art of partying are taught like biology and trigonometry; that user should have a website where not only he/she can contact his friend, but also know all his details. Spock.com specializes in vertical search and finding an individual on the internet is no longer like finding a pin in a haystack.

Quite frankly, specific search engine is not a new phenomenon, it was in existence since 90’s, but it waited till people were comfortable with using the search engine for social networking and fixing an appointment with the local spa, simultaneously. Finally, it seems that people have caught up with technology and its time that the search engines go micro from macro.

Not only these specific search engines and sites are beneficial to the internet users, but also to those global companies who want to tap on the consumer requirements; for their improvement. For e.g. any multinational cosmetic company can invent a product that is a consumer need; but not in existence as a product. With the help of local sites and search engines they can derive a systematic statistics, which tells them exactly how many people in the world need that non-existent product. If the statistics favor it, then that company can go ahead and make that product. With that, one can say that specific search engine is reborn, and has attacked the market with vengeance.

“The algorithm” is an important part of a search engine. It has specialized features and tools, specially designed for the convenience for the internet users, to help them reach their desired website. Greg Ott, the VP of marketing at Ask.com feels that the algorithm is the most neglected aspect in the search engine and most people don’t even know of its existence. Ask.com here is enlightening users about the concept of algorithm. They want to tell everybody that not all the search engines are the same. With the plethora of search engines these days, it’s very difficult for advertisers to determine, which one is the most effective. They can now know the real potential of a search engine by the algorithm they use.

Ask.com has left no stone unturned in publicizing the concept of algorithm. Be it television, billboards, newspapers and internet, in the U.S. They have put up their ads on CNET, Salon.com, YouTube, NYtimes and MySpace. Ask.com has multitasked and ‘multi-gained’, if you will; through this unique advertising. It will not only get people talking about the algorithm, but also about the website. Since this website has exposed the ultimate driving force in the search engine, then it’s obvious that Ask.com has a superior algorithm. That will create sensation in the market and increase their reputation and reliability as a search engine. Very smart indeed!

Alex Bogusky, the Creative Chief Officer of Ask.com’s advertising campaign, is very clear about one goal; and that is to make everyone aware of the technicalities of search engines. So that advertisers, companies and users can make out the best that is there in the market. Ask.com’s algorithm is called ExpertRank. It gives a unique view of the web to the users and optimizes their search. This way, Ask.com with the best technology and a one-off search engine mechanism, has delivered satisfaction to the users.

It was in July this year, that comScore announced the pattern of internet consumption in Asia-pacific. This was done through a survey conducted by them and over 200 million people in this region participated. The verdict of the survey was that people in Asia-pacific surfed less net, compared to the rest of the world. It surely is bad news for region specific advertisers, who do e-business. This is how the survey was conducted…

comScore scrutinized consumer habits over a period of 30 days. It was completely statistics driven and intense. They collected the consumer data and bifurcated them according to their age groups, the number of days and hours they surf everyday, in a month. The countries who participated in this survey were: India, China, Hong Kong, Japan, Singapore, South Korea, Taiwan, Malaysia, Australia and New Zealand.

What comScore found out was that over 284 million internet users were below 15 years of age. This makes it 10% of entire Asia-pacific population, under 15. An average person surfs 20.2 hours of internet in 13.8 days in a month. The pages viewed by an individual, is 2,171. These numbers were then compared to the worldwide web usage which was 25.2 hours of internet in 17.1 days of a month. The total numbers of pages viewed were 2,519 by an individual. The survey does not stop at that. comScore has ranked all the experimented Asia-pacific countries, according to their internet usage from highest to lowest. On a general percentile, South Korea seems to be leading by 65%. Australia follows close at 62%. New Zealand is a perfect 60% and Hong Kong is 59%. Japan is 49%. China though is at 91.5%; still the penetration of internet in the population is 9%. This is because fewer people in China use internet on a vast basis to connect to the world. India has ranked the lowest at 3%, as the access in its people and the amount of time spent online was lowest compared to other countries.

Bob Ivins, executive VP of comScore believes that this survey was very important, as it gave a valuable insight on the consumer habits of Asia-pacific. Being a vast geographical region, there is a tremendous market potential in it. He also admits that there is a marked growth in the internet usage in all these countries. Having more people online in the future, can capsulate the entire marketing business on the internet. Internet consumption is very fluctuating, and everyone will agree to this statement. What the survey showed though was true, but not static. Every month the same survey will show varying results as many people are likely to be computer literate on a regular basis and many others will wean away from it.

Source: http://www.comscore.com/press/release.asp?press=1520

Recently Nielsen conducted a psychological test on video game players. It was to see whether eclectic brand promotion helps in the boost of its sales while gaming, and they were very happy with the verdict. Around 600 people in the test group were made to play a video game called “Need For Speed Carbon”, and according to their systems which were X-box 360 and PC; they were shown ads, while gaming.

On behalf of Massive, an in-game advertising network; a unit of Nielsen company conducted the survey. They found out that if the gamers are shown ads while they are gaming, there are improved results in all the areas of marketing. Like 64% percent people became familiar with that brand, whose ad was displayed. Also the respondents gave a healthy rating and purchase consideration to them by 37 and 41%, respectively.

It is a very intelligent method of internet marketing. Also it’s a viral publicity of the brand which evokes instantaneous and honest response from the consumers, that way, even the marketers can improve on either the brand or its promotion method; if need be. The best part was that numerous companies displayed their ads to the respondents while gaming; that way, it was a very healthy exercise for both, the advertisers and the consumers. The company published its brand and the consumer got more market knowledge while having fun!

Also the advertisement sent “cool” feelers to the gamers. While gaming and viewing the ads, the respondents thought that it was a “cool” thing to do. So the advertisers realized that if their brand was conceived as “cool”, then they are certainly not going wrong with the marketing strategy. Lange Engel of the Nielsen group, who was a part of the survey team, knows the reason for the success of the brand promotion. She says that the reason respondents gave a positive feedback to the ads during the gaming, was because, video gaming is an unexplored territory; when it comes to ads. Also the frequency of the ads was 5 mins for 1 hour of gaming. Whereas, in television or internet, the ad frequency is so much that it disturbs the consumers. Also due to its frequency, they loose interest in the product as they feel that it’s been shoved in to their mouths. The survey was also intelligently conducted in the natural settings, rather than in a lab; which brought out candid response from the gamers.

Because the ad placement in the gaming was less in frequency and in clutter, the gamers not only gave a positive feedback to it, but also recollected it, much after the test. That facilitated in the verbal viral marketing of the products, as most of them were liked by the respondents. This is what you call the intertwining of knowledge and fun!

It just doesn’t end… no matter how well search engines work or the search engine optimization functions, the rat race of marketers to reach the target audience will never end. This was proven when Yahoo! Launched “SMARTADS”. As the name sounds, smartads is a tailored platform for advertising which will deliver powerful ads to its exclusively targeted audience.

This advertising technique will give the marketers the updates on consumer insights and will place their product in such a way that it will never fail to gain consumer attention. Also the marketing campaign will automatically become an ad with the help of new ad serving technology. Todd Teresi, the senior VP of Yahoo!’s display marketplaces, says that this advertising technique is so smart that while giving out personal advertisement to individual consumers, it will cover the entire consumer base at large.

The emphasis is on winning and satisfactory online experience for every targeted consumer. SMARTADS is equipped with tremendous knowledge about its consumers on the basis of territory, demography and psychology. That way, they know everything about their consumer beforehand and supply them relevant information according to the database, which is unique. For e.g. a consumer is searching for the best deals in home appliances. Yahoo! SMARTADS will give the consumer, the best brand that is available in the world and the contact details of the nearest /national dealer of the same brand. That way, it is general search engine mixed with local one.

There is more to it…if a marketer wants to cater to only one category of consumers, say, disabled people; then he/she will feed information into the SMARTADS and it will produce thousands of similar or peculiar consumers round the world. This is Yahoo!’s patent pending platform.

David Kenny, Chairman of Digitas and Publicis Groupe Digital, has found this marketing method very useful. He feels that a huge company which has many products to offer to different kinds of consumers can benefit from this advertising technology. The results of SMARTADS when tested were found 3 times more effective than the ordinary search marketing techniques.

SOURCE
http://yhoo.client.shareholder.com/press/releasedetail.cfm?ReleaseID=252034