As These Web Technologies Converge, the Internet Marketer Benefits

The rapid growth of content on the web is a double-edged sword. On one hand, highly-specific and relevant content is available. On the other hand, layers upon layers of content can make it difficult to find the most useful search results the user seeks. This presents frustration for end users and obvious challenges for Internet Marketers who are tasked with communicating their message effectively.

The good news – for both groups – is that two web technologies are converging which will make the end user and marketer happy.

Auto-complete functionality is already a popular feature on search engines like Google and even forward-thinking websites. You type and it anticipates words or phrase you might be looking for. Now search engines are combining the popular auto-complete with geo-targeting.

Geo-targeting displays search engine results based on the user’s location. In other words, the same exact search terms will yield very different results based on the location that the search engines detect. As the convergence of these technologies is perfected, relevance in search results will be a little less elusive and everyone benefits. In addition to search engine efficiency, this creates a boon for online marketers whose products, services and users are not in one place.

More about geo-targeting
More about auto-complete

Jeff Howlett
Account Manager
Jeff works closely with eCrossings Media clients to optimize their marketing impact

Look Beyond Today’s iPad for A Next Generation eBook Experience

Despite a tsunami of buzz, to me the iPad falls short as a next-generation e-book reader. I don’t question its stature as the catch-all gadget de jure but has it really pushed the e-book envelope?

It sports a nice backlit screen and access to a vast library of titles. But that same brilliant screen slurps battery power to the tune of only 10 hours versus competitors lasting almost a week. It’s also too heavy to read like an actual book (over long periods it is most comfortable for reading off of your lap) and throws off a brutal glare when trying to read outside. Also, unlike the Kindle and the Barnes and Noble Nook readers, using iBook to purchase will lock you into only reading that title on a Mac product.

To redefine the “book” experience a digital device needs to provide more value than digesting the same content in print. It sounds simple, but e-book readers have primarily focused on replicating printed text instead of improving it. The future is in smart eye-tracking tablets and a concept called Text 2.0.

Firms such as Tobii Technology are advancing technologies that adjust the text experience based on how you are consuming it. For example, if their eye tracking software identifies that you are skimming it will emphasize only the most important words in the text, or if you pause on a word, the definition will pop up. This new technology is definitely something to look out for in the future and seems more worthy of the “revolutionary” label.

iPad Glare and Other Gripes
Learn More About Eye Tracking Tablets and Text 2.0

Jeff Howlett
Account Executive
Jeff works closely with eCrossings Media clients to leverage new media opportunities

Email marketers shift from classic buzzwords to a focus on “You”

Email marketing can be characterized as an “established new media.” In the digital world, “established” roughly translates to potentially effective yet increasingly difficult to capture share of voice.

Forward-thinking marketers are now looking to enhance this medium by channeling technology while utilizing language that resonates. New studies show that “you” and “your” have gained in popularity in email subject lines*. Old marketing mainstays like “free” and “% off” still rank (for those in the eCommerce space) but have declined in popularity.

Staying relevant has never been more important – especially in the digital space with virtually unlimited amounts of information.

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*Source: Experian Marketing Services, tracking Top 10 Subject Line Terms from 11/08-11/09

eMarketer: Top E-Mail Subject Lines Focus on ‘You’
MailChimp: Email Marketing Subject Line Comparison



Jeff Howlett
Account Executive
Jeff works closely with eCrossings Media clients on digital multi-platform campaigns.

Web Tools to Keep Your Friends Close but Competitors Closer

The web has changed almost everything in the marketing space, but some business practices are more relevant than ever. Knowing your competition and their next move is now front and center as digital drives down the cost of communicating. If you are not the market leader, keeping tabs on the best in class is also must.

Here are two ways to keep an eye on the field, while going for your organization’s goals:

New improvements to by Google allow you to track updates to a website even if they do not have an RSS feed set up. Google will continually check for updates and pass them to you through a Google Reader. The custom feed will allow you to be in the loop – much to the chagrin of your competition.

Even if your competitor doesn’t have a site search tool, you can find things on their site with ease. Using Google, you can specify “search within a specific site” with the following construction [search term: sampledomain.com]. Here is an example of an actual search for the term “healthcare reform” searching only on the site “wsj.com” [ healthcare reform site:wsj.com ].

Learn About Custom RSS Feeds
Learn About Google Specific Site Search

Jeff Howlett
Account Executive
Jeff works closely with eCrossings Media clients on Internet marketing strategy

Web Marketing and the 90% Deliverable

An effective web presence has evolved from a “nice-to-have” to a “must-have” for Internet Marketers. No one disputes the trend that non-technical marketers are having a major impact on the web. Today’s marketers rightly demand increased control over online messaging and tools. In a broader sense, the marketer’s increased involvement is even causing agencies like eCrossings to examine the dynamics of the web project itself.

Traditionally, web project managers create and manage highly structured timelines. There is an almost obsessive approach to making to sure the site is rock solid before client testing. This runs into two problems with Internet Marketers in real world scenarios.

1. A marketer’s job involves continuous tweaks to messages and content. So chances are, by the end of a 3-6 month project there will be changes in content, messaging or both.

2. Marketers in the healthcare and pharmaceutical space, especially, need buy-in from a number of stakeholders. Going through the site with a fine tooth comb might be wasted effort if the C-suite doesn’t like the direction.

Based on our experience and the dynamic nature of Internet Marketing projects, we have begun experimenting with sharing a less-than-complete deliverables so we don’t waste time perfecting something that has a high chance of being changed anyway. Deadlines are often solid, so why not release a “90% deliverable” with release notes on the sections that are almost done, or have a high-probability of being updated?

Jeff Howlett
Account Executive
Jeff works closely with eCrossings Media clients on interactive projects and strategy

YouTube Direct Brings Online Communities to New Heights

The web excels in empowering two-way communication between marketers and consumers.  Savvy Internet marketers take advantage of this by encouraging comments and other user-generated content to keep users coming back.  Not only does this create an online community receptive to new marketing messages, but also provides instant feedback on how to tweak existing messaging.  In the past, users could only comment on articles, blogs and message boards with text and links off to other sites. 

Enter our friends at Google -- the parent company of YouTube.

Recently YouTube Direct was unveiled.  This exciting technology allows users to upload YouTube videos to third party sites (like yours) quickly and easily.  Today Internet discussion is increasingly video-enabled and now your site can be too.

Learn More About YouTube Direct
ABC News and YouTube Direct
Washington Post and YouTube Direct

Jeff Howlett
Account Executive
Jeff works closely with eCrossings Media clients to develop online communities.

eNewsletter Campaigns Have Never Been Easier To Implement, but Avoid These 5 Common Pitfalls

eNewsletters are enjoying a resurgence.  Yesterday’s mass media is increasingly expensive, scattered and surely difficult to measure.  While there is still demand to get your message out, the supply of cost effective options dwindles.

Marketers have a variety of email campaign providers at their disposal.  From web design shops to dedicated email blast companies, the industry footprint is growing.  With a design, copy and a list you’re on your way.

Although marketers can turn email blasts around quickly – like everything in business – it will pay dividends if you consider some of the finer points.

1. Even with opt-in mailing lists, your subscriber’s email box probably sees you as a spammer.  Spend the time for usability testing to minimize being filtered before hitting the inbox.

2. Don’t assume your print fonts will work in your eNewsletter.  There are actually only a handful of web-safe fonts, and using one that isn’t compatible might automatically change your fonts to something your computer can read.

3. Be careful with attaching files to an email blast as they are red flags that you might be spamming. Instead consider putting the PDF on your server and including a hyperlink to it.

4. Test your eNewsletter against different platforms and older mail systems.  Chances are all of your clients don’t have all of the latest technologies on their machines.

5. Double check that your “opt out” mechanism is working properly.  Worst case scenario, you can violate federal “Can-Spam Act” regulations and be sued by those you are trying to serve.

Good luck future email marketers!

Can Spam Act legislation

Interactive Advertising Bureau (IAB) Email Guidance

Jeff Howlett

Account Executive
Jeff works closely with eCrossings Media clients to develop strategy and help implement email marketing campaigns.