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'
On the top of that, we will introduce you some of the web
promotion tools that will help you grow your business on the
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
To read the full press release please visit http://docs.yahoo.com/docs/pr/release1159.html
Yahoo has launched "Web
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
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.
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
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
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 firstname.lastname@example.org.
Morgen Facilitations, Inc.
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Kanoodle Joins Contextual Advertising
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
"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
- Kanoodle ContextTarget program allows advertisers to:
- Bid distinctly on their contextual ads
- Pause ContextTarget listings independently of keyword
- 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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