"Making Web Promotion Easier..."

Issue: April 2004
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Web site Promotion & Internet Marketing Software 
In this issue of Dynamic Internet Marketing Newsletter »

Editor's Note

The April issue of Dynamic Internet Marketing Newsletter starts with the article looking at the ethic side of practices being recently used in discussion groups. The second article talks about ContextTarget, Kanoodle's program that places contextually-relevant ads on participating content providers' websites.

On the top of that, we will introduce you some of the web promotion tools that will help you grow your business on the Internet.

Enjoy the reading and take care!

Internet Marketing News Flash

MSNBC.com Selects Kanoodle as Exclusive Provider of Content-Targeted Sponsored Links

NEW YORK - March 24, 2004 Ð Kanoodle.com, Inc., a leading provider of sponsored listings for search and content, todayannounces that MSNBC.com, a leader in breaking news and original journalism on the Internet, has selected Kanoodle's ContextTarget™ as its exclusive provider of content-targeted sponsored links.To read the full press release, please go to http://www.kanoodle.com/about/3-24-04.html

Yahoo! Mail expansion with Russian language version

Yahoo! Inc. is planing to expand the global reach of Yahoo! Mail with the introduction of new language versions. Yahoo! Mail will introduce a Russian language version in the coming weeks. The company expects further global expansion of Yahoo! Mail into Eastern European and Southeast Asian languages later this year.
To read the full press release please visit http://docs.yahoo.com/docs/pr/release1159.html

Yahoo has launched "Web Rank"

This system is showing popularity of pages viewed by those using its toolbar. That's similar to the Google Toolbar's long-standing PageRank meter -- and brings with it some of the same potential problems.
To read the whole article please visit http://searchenginewatch.com/sereport/article.php/3334891

Google is launching a webmail service called Gmail

Google announced a testing Gmail - a free search-based webmail service. Gmail uses Google search technology to automatically organize and find messages so users don't have to create folders
and file their individual emails. And because Gmail includes 1,000 megabytes of storage with each account, a typical user won't ever have to worry about deleting mails.
For detailed information about this new service please visit http://gmail.google.com/gmail/help/about.html

New Features on Google

Google offered new personalized search and Web alert features, and it also debuted a new homepage interface, which prominently displays its new Froogle comparison shopping tool.

To read the whole article please visit http://www.publish.com/news/989-Publish%20News.html

Blogs : A New Communication Tool Or A Marketing Avenue?

We all know by now that the internet is the global communicator. We still haven’t dreamed of all the ways we’ll use it five years from now. But there are certainly indications that we’re going to have to be vigilant in recognizing the difference between honest business practice and the misuse of the net.

My case in point here is the exploitation of blogs:

Blogs are our current flavor of the month. Since everyone has opinions, and we all now get a chance to offer our opinions up to world-wide scrutiny, we’ve recognized that blogging offers us a way to easily achieve our 15 minutes of fame.

Most people are using their new-found recognition to offer up their best: their interesting opinions, their hidden theories, their creative thoughts. Certainly the passionate and opinionated now have a venue to vent.

We find these folks through mutual areas of interest – we can do a search and find them, or go to the standard blog-directing sites and choose our favorite obsession to either read about or add some material to. In either case, we feel like we’re part of a community of like-minded souls.
On a moviegoers blog, we can rant and rave about the merits of "Passion" vs. The Last Temptation of Christ, or why Finding Nemo won the Oscar instead of Triplets of Belleville.

But we belong to this community because of our substantial knowledge in the field, our love of the ideas or genre, and our beliefs of ourselves as amateur experts. In any case, we’re in good – albeit possibly annoying – company. It’s become fun to find folks we would never have met, who we can immediately bond with.

But others are using the blogging world for fame and gain – and we have no way of knowing the difference between opinions and sleaze.

Sleaze Marketing

I’ve just learned of a company that markets itself as an internet marketing company. It hires people who have expertise in a specific area – say, video games – and hires them out as net-based stealth marketers. Here is what they do: they insinuate themselves into a blogging or chat community. They hang out in the community until they become trusted contributors and likeable
personalities with some expertise. And then they ‘mention’ a product they’ve just ‘tried’. They don’t pitch it – oh no, that would be too obvious – they just mention it kindly with a bit of excitement. Just a bit.

And, the deed is done! Now there is a whole community that is going to go out and buy or trial the new product. Yessirree. Viral marketing at its best. Get lots of people in a group to become your tipping point, and you’ve just go a whole lotta cheap marketing.

Isn’t there something wrong with this picture? If every aspect of the web is fodder for manipulation and abuse, who do we trust? How do honest people compete in this environment and scrupulously manage their marketing or web or competition challenges?

Now, I know folks who expect nothing less of the net. Their belief is that no one on the net is to be trusted, that every comment or idea or opinion is self-serving and therefore untrustworthy. These folks shrug when I mention the term ‘sleaze marketing’. Of course, they say. The entire internet is sleaze marketing.

But not all of us believe that. For some of us, the internet is a global mind that encompasses the group brain, where we can find answers to questions we haven’t asked, ideas that we haven’t thought yet, feedback in areas we had never challenged. It is our friend, our foe, our conscience, our teacher, and our ability to touch folks we could never meet or know otherwise. Of course not all available data is accurate, or conscionable, or wise. But like a shop where you go to buy a shirt, and sift through the ones you don’t like to locate the one you might purchase, so the web is a place to hold possibilities.


Where does trust fit into the picture? For me, I trusted that I would find my own brand of Truth – sometimes in pieces, sometimes in chunks - somewhere in the miasma of choices. But what do I do now that I know that there are sleaze marketers using the good faith of the global brain to put ideas into my head so I will purchase their products?

I, for one, will never trust a blogger’s recommendations again. And that’s a shame, because there is really some innovative, exciting information on the net that I would never have learned about in any other way.

What does this all mean to my business? How do I compete? Do I have to become sleazy myself to keep up? Do I sit back and watch, helplessly, while a competitor gets thousands of people onto their bandwagon through their sleaze marketing campaign, and I lose business because of unethical practices having nothing to do with my product or company values?

What do I do if one of my competitors decides to actually come after me, or specifically denigrate one of my products that is in competition with their product? How do I compensate
for that? Or make a come back?

I have no answers here. I only have questions – and fear. Fear that we’re going to end up permanently abusing a universal, global communication tool that we could use for good rather than greed.

About the Author:
Sharon Drew Morgen is the author of NYTimes Best seller Selling with Integrity. She speaks, teaches and consults globally around her new sales model, Buying Facilitation. She can be reached at sdm@austin.rr.com.

Morgen Facilitations, Inc.
Austin, TX

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Kanoodle Joins Contextual Advertising Fray

Kanoodle has joined the competition between Overture and Google for distributed search marketing dollars, launching a content-targeted sponsored links program.

The new program, ContextTarget, is currently the only available sponsored links product built solely for content targeting, rather than being driven by keyword matching.

Contextual ads appear on web pages based on the context or topic of the page. For example, if you are visiting a web page that discusses clinical depression, the contextual ads displayed on that particular web page would be related to mental illness and depression. Thus, you might see ads from pharmaceutical companies, medical information sites, and treatment centers for mental illness.

"While they are currently sold through the same channels, contextual and search advertising present advertisers with an inherently different value proposition," said Josh Stylman, Managing Partner at Reprise Media. "To optimize the effectiveness of contextual campaigns, marketers must possess the ability to control bids, offer separate messaging and have simple turnkey tracking that is partitioned off from their search campaigns. "

What makes Kanoodle's ContextTarget program unique is that advertisers can choose where they want their ads to appear by selecting specific categories. Currently, Overture and AdSense do not allow that level of control.

"Rather than relying on a dynamic page scan of content pages to determine the appropriate ad based on a key word, ContextTarget maps the content page to a taxonomy of broader subject categories within content sites (i.e., publishers), so that ads appear by subject," said Jillmarie J. Giardina, Kanoodle's Director of Marketing.

"An advertiser chooses one or more categories and enters a bid for placement on pages under each," she continued. "This ensures only relevant ads appear on content pages."

Additionally, partners can block competitors' ads from appearing on their site. The partner company can block by URL and by category.

"Kanoodle.com also allows publishers to determine their own categories," Giardina further explained. "For example, if AOL wants to block other ISPs or another publisher wants to block 'Financial News Providers,' the company can effectively block these categories. All of Kanoodle.com's ads are checked for relevancy and for inclusion in a forbidden category."

  • Kanoodle ContextTarget program allows advertisers to:
  • Bid distinctly on their contextual ads
  • Pause ContextTarget listings independently of keyword listings
  • Write ads specific to the contextual environment
  • Schedule ContextTarget listings to automatically go live or dead at specific times, with no need for manual adjustment.

"Kanoodle's new ContextTarget offering is the only major program that allows that level of control," said Stylman. "While we have had some success stories with the Google and Overture's programs, it is disappointing that they are still falling short in meeting the needs of their advertisers."

Like AdSense and Overture, Kanoodle.com does have required minimum pricing. For keyword-targeted sponsored links, the minimum price is 5 cents per click. Currently, contextual ads have a minimum price of 50 cents per click for the finance vertical. The minimum pricing for other categories will not necessarily be 50 cents.

For publishers, ContextTarget allows a greater level of relevancy, while guaranteeing that no inappropriate or illegal ads run on their editorial pages.

"ContextTarget is the only product in the space that is independent from keyword search advertising, so advertisers can plan, buy, measure and optimize their content buys separately from their search buys," said Lance Podell, president of Kanoodle.com's Content Division.

Kanoodle.com's contextual ads appear in CBS Marketwatch.com. "The focus of our online business is the publishing of real-time business news content, and we believe that our editorial pages require a unique solution rather than an extension of a keyword search," said Bill Bishop, executive vice president and general manager of MarketWatch.com.

Kanoodle expects to add more sites into their contextual ad network shortly.

Article By Shari Thurow
March 18, 2004

Shari Thurow is the Marketing Director at Grantastic Designs, Inc. and the author of the book Search Engine Visibility. She has been designing and promoting web sites since 1995 for businesses in a wide range of fields.

This article originally appeared in Searchenginewatch.com's daily newsletter SearchDay, at the following URL: http://searchenginewatch.com/searchday/article.php/3327651. "Copyright 2004 Jupitermedia Corporation All Rights Reserved."

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Resource Center »
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Dynamic Internet Marketing Newsletter is published once a month by eDynamicSoft, a division of Apex Pacific Pty Ltd, developer of Dynamic Submission - award winning web promotion software. Each issue covers the latest information and trends in internet marketing and web promotion.

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