Posted: Fri 27 April 2007

Online Marketing Update

It’s been a while since my last blog on the subject of internet marketing and there has been a lot of industry news since.

I’ll update this thread with some more detail over the next few weeks as there is far too much for one big article!

The first bit of big news is that DoubleClick has been bought by Google in a $3.1 Billion deal. Double click is a company that sells advertising space online, if you look in your log files you’ll realize just how often their ads are being displayed across your network of sites.

So what??? What impact will this have for your ecommerce site based in the midlands???

Well, it will give Google yet more ability to reach the targeted customer that you may want to speak to. They are providing ads to lots of niche sites with very targeted visitors that may not be accessible via traditional search engines. It’s a really clever move too – if someone is searching they are probably using Google, if they are at a different stage in the buying cycle – they are not yet ready to take action but are thinking about it you can now reach that user via the Google network.

For instance, I know I’ll be replacing my car around November, I’m not taking any action yet, so I’m not actively using a search engine to find a new car. However I am taking more notice than usual of car ads and I am clicking on banners and rich media if something catches my eye (the Alpha Spider has it’s beautiful nose slightly in front at the moment!!!)

It will also obviously open up the market to people that would never use a search engine – they don’t know they want the product or what it’s called (yet anyway!). I was recently talking to someone in a hotel bar about search engine optimisation and explained what I meant – he went on to purchase PPC campaign management but until that conversation didn’t know the service existed so would never have turned to a Search Engine to look for it.
Anyway, for the detail junkies, below is the press statement by DoubleClick’s press release (issued on Friday the 13th!):
The combination of Google and DoubleClick will offer superior tools for targeting, serving and analyzing online ads of all types, significantly benefiting customers and consumers:

For users, the combined company will deliver an improved experience on the Web, by increasing the relevance and the quality of the ads they see.

For online publishers, the combination provides access to new advertisers, which creates a powerful opportunity to monetize their inventory more efficiently.

For agencies and advertisers, Google and DoubleClick will provide an easy and efficient way to manage both search and display ads in one place. They will be able to optimize their ad spending across different online media using a common set of metrics.

By: Gary McCarthy
http://www.eazytiger.net
Web design and ecommerce Leicester

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