Subject: Web 2.0 vs. Search Marketing: And the Winner Is...

From: Chief Marketer <[email-masked]>
Date: Tue, 27 Mar 2007 10:08:28 UT

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March 27, 2007 | A Penton Media Publication

TABLE OF CONTENTS

How User-Generated Content Is Threatening Organic Search
Search Gets Social
Five Global Considerations Every Marketer Needs to Think About
COLLOQUY Corner: The Joy of Tiers
Chiger Chooses

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Welcome OMmmmm.

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This Week's Stories

How User-Generated Content Is Threatening Organic Search
Web 2.0 meets search engine optimization--much to the detriment of the latter. At least that's what SendTec's senior VP of marketing, Tim Daly, fears. With user-generated content sites such as Wikipedia and Epinions crowding e-commerce sites out of the top rankings on Google and other engines, searchers are putting less faith in organic listings, he says. His suggestions for fighting back? Find out at www.ChiefMarketer.com.

Search Gets Social
Web 2.0 meets search engine marketing--and together they create even more marketing options. If not now, they will in the near future, says Brian Quinton, editor of sister e-newsletter "Searchline." Google's deal with MySpace and Microsoft's agreement with Facebook point to "a validation of social networks as ad vehicles," Quinton writes, "but what it means for the rest of the space is still far from certain." For some educated guesses, click here.

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Five Global Considerations Every Marketer Needs to Think About
Last year numerous companies realized the potential and importance of expanding overseas, says Donald A. DePalma, author of "Business Without Borders" and founder of Common Sense Advisory. And he expects many more companies to do so this year.

If your business is one of those just awakening to global marketing, there are five things you need to do, DePalma says. Find out what they are at www.ChiefMarketer.com.

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COLLOQUY Corner: The Joy of Tiers
Loyalty marketing isn't democratic. More-valuable members (big spenders, profitable repeat customers) should be granted more benefits than less profitable or productive members. In his latest column for CHIEF MARKETER, COLLOQUY's Rick Ferguson explains how to establish an effective tiered loyalty program. Click here for his suggestions.

Choice Links of the Week

Chiger Chooses
"Better (RED) than dead?" Not according to the folks at BuyLessCrap.org. The site is a backlash to cause-related marketing, such as the (RED) campaign, and "the ti(red) notion that shopping is a reasonable response to human suffering," reports the Chicago Tribune.

Even tone-deaf viewers have wondered, "Why the heck hasn't Sanjaya Malakar been voted off 'American Idol' yet?" The answer is a testament to the power of Web 2.0 (VotefortheWorst.com) and old media (Howard Stern). In fact, we may have VotefortheWorst.com to blame for Taylor Hicks.

Here's an example of old media using their powers for good instead of evil: "Esquire" magazine challenged adman David Droga to invent out of thin air a brand that could also be "a positive change agent," says BusinessWeek. And out of thin air Droga came up with the Tap Project, to help UNICEF fund clean drinking water in underdeveloped areas.

According to The New York Times, Webkinz "offer lessons in high concepts." Sure, that's a worthy reason for me to include in this roundup its article about the plush animals with the online/social networking component -- but here's another reason: They're so darn cute.

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