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[T520]The Holy Grail King Arthur

by Naz Daud, Naz

Because online advertising can seem easy at first, many companies go about it the wrong way. Too many people see online advertising in the same way as traditional offline advertising. In the real world a business succeeds partly through making their brand constantly visible, regularly bringing it to the attention of potential customers, through such media as mail shots, flyers, leaflets, business cards, radio and television. But this principle does not apply online in the same way.

Bombarding people with banner adverts and emails will more than likely result in your email address becoming added to spam lists, and rarely seen. Banner adverts are becoming less popular as more and more people use software which filters out banners and adverts on web pages. Instead, tactics such as article distribution, backlinks, reciprocal links, search engine optimization and other techniques help to advertise and promote your business using a form of online advertising more akin to voting.

It is the companies online who are linked to, recommended, promoted and referred to across many different websites who become more visible, rising up the search engine results and being viewed more frequently on Google. Knowing your niche market, and identifying appropriate keywords will help you to tailor your online advertising and promotion to the audience you are trying to reach. With so many millions of people online, it is important that your advertising is designed to target the right people, in the right way, rather than attempting to bombard as many people as possible with your brand.

One of the biggest challenges as far as online advertising is concerned is identifying ways in which you can communicate your message to the right people in ways which will not have your advert either ignored, overlooked or specifically filtered. The problem is that most users have become wise to banners along the top of websites, and vertical skyscraper banners along the side of some pages too. This has resulted in many users developing filtered vision, so that they become unconscious of these adverts.

To overcome this method of not seeing or overlooking adverts, some advertisers have developed adverts which cannot possibly be ignored or overlooked, with flashy colors, vibrant hues and rapid movement designed to grab attention. The trouble is that most of these adverts are embedded on web pages that the user has specifically navigated to for the purpose of finding out information, rather than being bombarded with a carnival of hypnotic gaiety designed to wrestle their eyeballs to the ground and force them to read the advert.

The trouble here is that this often results in resentment - not a good start for anyone attempting to use online advertising to attract customers. Most modern web browsers have the option to filter certain advertisers' messages and adverts, and if you resort to gross harassment of the peripheral vision, you are likely to find your adverts never even seen.

This begs the question - how can you possibly be successful when it comes to advertising online if an increasing number of visitors have developed the art of blinkered vision for those adverts which are calm and gentle, and actively filter those adverts which jump out in an attempt to grab attention?

The answer is simple - as with all forms of advertising, whether on the internet or in the real world - you have to think along different lines. There are many examples of internet advertising trends which have become hugely successful, and although copying these ideas doesn't necessarily guarantee success, in some cases they can be worth pursuing, and if nothing else, they serve as examples of the fact that alternatives do exist.

Viral videos or viral advertisements are perhaps the greatest success story in online advertising. This is where a company or business creates what seems to be a spoof advertisement, or simple a very clever one, which has a massive appeal that makes people want to share the video with their friends and family. A hilarious, quirky, weird or thought provoking video, which may not even make it explicitly obvious at first that it is an advert at all, can often find itself receiving millions of hits, and being forwarded and shared across the internet at a rate which no normal advertising medium could possibly hope to match. Although instances of this are rare, they do exist, and are well worth considering.

One of the modern trends in internet technology is the wide range of ways in which people can share links, through website such as del.icio.us, digg.com, stumbleupon.com and network sites such as FaceBook. Finding a way to encourage users to share your adverts, videos and other content through these sites is perhaps the best possible way of promoting your site or services, at relatively little cost. It's not guaranteed, and does represent something of a gamble, but the benefit of success in this field of online advertising is phenomenal, and unrivaled by any other form of advertising.

Abstract:
The latest frontier in search engine technology is social search. Born out of the social networking boom, social search will attempt to humanize search results thereby providing users with consumer driven answers to their queries. Considering that 50% of queries go unanswered, social search could be the biggest breakthrough since page ranking.

Overview:
As search giants, Google, Yahoo and MSN continue their fierce battle to become king of the search engines, internet marketers are faced with increasing challenges to dominate in the rankings. As algorithms and methodologies change, savvy entrepreneurs and Madison Avenue continue their heated battle for a coveted Top 10 spot in search engine rankings.

Social search is not officially here but the debut is not far off. Yahoo, MSN and Google are all purportedly working on methodologies to converge search and user generated content all while walking the tightrope known as "privacy." Yahoo has been beta-testing Yahoo Answers since December 2005 and has hired powerhouse, Raghu Ramakrishnan, the co-author of Database Management Systems and co-founder of QUIQ. Mircosoft is in talks with Eurekster.com, a company specializing in social search and Google is experimenting with Google Base Beta.

Why are these internet behemoths investing so much in social search? Social networks such as MySpace and Friendster are threatening the domination of established search giants.

Social networks are pulling in a significant and increasing share of web traffic.

Social network sites are actively working to improve their internal search capabilities and provide an even richer experience for their members. Search giants such as Google, Yahoo and MSN must accelerate their social search efforts or they may be left out of the search game that they now dominate. Search giants must step it up or they will get left behind.

Why now, what drives this apparent sudden change?

It is hard to believe that in the early days of the net, there was an underlying assumption that technology would replace or hinder human interaction. There were those that believed users would prefer getting their information from a computer rather than a person. Social networking is really something old made new by bringing it online. It turns out we humans still rely on other humans and technology simply allows us to expand the boundaries of our social networks. Studies have proven what we already knew intuitively, we pay attention to recommendations from real people.

Social search, viral marketing and social networking are not at all new concepts. Social search is really the technology derivative of asking friends and colleagues for recommendations. In the long ago, dark ages before we "googled", if you needed a mechanic you asked your neighbor, your colleagues and your friends for a recommendation. We now google for mechanics and visit websites to gain information that will help us in our decision.

Social search will enable users to combine the two for a robust result that combines user driven content or the human element with the power of technology. Pretty heady stuff, when you contemplate the impact of this new era of search.

What does all of this mean to the internet marketer?

The internet marketer's goals remain the same - drive traffic and convert that traffic to profitable sales.

Social search will not change the foundation of marketing but it will change the way in which you present your information to generate leads. In other words, you will still need to apply good old fashioned Public Relations and Marketing tactics to the new fangled Social Search Medium, fondly dubbed SMM by some.

Drive traffic to your site from social search and search engine optimization

To take advantage of social search, the first step is to develop a plan, and finding your niche. Contrary to popular belief, the world is not your customer. Often the focus is on pure traffic results, but none of that matters if you're not hitting your sales goals. Answer these:

- Who is your ideal customer, what does he look like?
- Do you merely want 200,000 hits per day or do you want 200,000 hits from people that have a problem your product or service can solve?
- What complementary products or services do they buy?
- How often do they make purchases, when?

Take the time to identify your target market before you launch a marketing plan. Make sure to also include complimentary offerings through popular email courses, as in: http://www.microsaw.com/myform.htm to educate your audience first. Then, sample them via a survey, to find out more about them. And, because you gave them something for free, they'll be more willing to fill out the survey.

Now that you have identified your niche, you'll have a much easier time capturing them using SMM. Marketing whether online or off is all about relevancy, visibility, and credibility. As an internet marketer you want to dominate your niche market by establishing yourself as the expert in your area, delivering content to your potential customer that is relevant to their needs and preferences and have greater visibility than your competitors.

Steps that you can take to achieve expertness with SMM:

1. Become an expert source of information.
Use the bookmarks and article submission features of sites such as Digg to establish yourself as a credible and recognizable source of information.

2. Hitchhike on a blog.
Post relevant and informative content on high profile blogs in your industry. Contributing to a blog on relevant subject matter will increase your visibility and credibility with your target market.

3. Share, share, share.
Create a Squidoo lens, write and publish articles to online article banks (i.e. ezinearticles.com), contribute to wikipedia. Issue quarterly press releases through PR Web. Providing content will establish familiarity with your name (the "haven't I heard of you?" effect) and enable you to cement your expertise with your audience. You will then drive pre-qualified users to your site, who has already established interest in what you have to sell.

4. Create your own friendly network.
Link sharing with complementary products and services is still a great way to expand your social network, and hence your visibility.

5. Build on your existing foundation. The technical aspect of search will not be eliminated with the dawn of social search. Rather social search will augment technical search. Thus, it is important to continue utilizing the tools and resources that drive technical search including optimization techniques and paid inclusion.

6. Apply innovation directly to your site. Here's an example: http://microsaw-swicki.eurekster.com/ that we are using, and it's a free service.

Summary:
Social search will not entirely replace the traditional technical driven search but does open up yet another avenue for internet marketers. One of the more exciting aspects is that smaller businesses are better positioned to make the most gains from the social frontier. We have seen the power of the "regular Joe" community in driving site popularity and outpacing Madison Avenue marketing efforts.

YouTube, MySpace and Facebook owe their growth to the power of viral marketing. Big Business has not yet mastered the art of getting up close and personal with its users providing savvy entrepreneurs with the opportunity of a lifetime. By using the simple techniques outlined in this article you will be well poised to take advantage of that opportunity.

Social Marketing Resources:

Digg, Wikipedia, Wikihow, Flickr, StumbleUpon, Newsvine, LinkedIn, Del.icio.us, MySpace, Ma.gnolia, Yahoo Answers, Reddit, Technorati, Squidoo, Shoutwire, 43 Things, YourElevatorPitch, Ning, Yahoo 360, BlinkList, Shadows, Wetpaint, Jotspot

Article Banks:

Ezinearticles, GoArticles, SubmitYourArticles (fee required), Buzzle, Articlealley, iSnare

Article Source : Disadvantages Of Tv Advertising

About Author

Both Naz Daud & Jon Rognerud are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Naz Daud has sinced written about articles on various topics from Real Estate, Ezines And Newsletters and Business Promotion. Naz Daud - CityLocal . Naz Daud's top article generates over 60500 views. to your Favourites.

Jon Rognerud has sinced written about articles on various topics from Email Advertising, Web Development and SEO Search Engine Optimization. Jon Rognerud is a recognized authority on the subject of search marketing, and has spent over 10 years developing websites and marketing solutions at companies like Overture and Yahoo. His website,. Jon Rognerud's top article generates over 60500 views. to your Favourites.