The March issue of Dynamic Internet Marketing Newsletter
is full of exciting news! We start with an article about first
major industry lawsuits under the new federal anti-spam law.
Then we continue with results from a survey about relationship
between Internet penetration and local shopping behavior.
All of this is accompanied by our tips on web promotion tools
that can help you to grow your business on the Internet. This
time we cover email marketing and to very serious marketers
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Enjoy the reading and take care!
Internet Marketing News Flash
Yahoo introduces new search
Yahoo!® Search will be rolling out its new Content Acquisition
Program (CAP) this week as part of Yahoo! Search's ongoing
efforts to enhance search quality and comprehensiveness. CAP
enables non-commercial and commercial content providers to
better interact with Yahoo! Search Technology by directly
providing their Web pages, which are then added to Yahoo!'s
search index and displayed in search results based on their
relevance to a search term.
Overture, a wholly-owned subsidiary of Yahoo!, has launched
a new paid inclusion program, called Site Match, as the commercial
component of CAP. Site Match allows commercial content providers
to effectively submit Web content, update it frequently, obtain
additional targeted leads, and track and optimize their performance.
For more information please visit
Looksmart increased its search
Looksmart announced that its sponsored search distribution has
grown by more than 20% since December. Four new partners have
been added to its bid-for-placement distribution network. BrainFox,
Findology, Superlogy.com and GenieKnows will join existing sites
such as Lycos, InfoSpace (Dogpile, MetaCrawler, Excite), CNET's
Search.com, Mamma.com, Cox-Internet.com and Apple's Sherlock.
To read full press release please go to:
FindWhat.com signs amended
marger agreement with Espotting
Under the proposed terms of the transaction, which was approved
by the board of directors of each company, Espotting stockholders
will receive 7.0 million shares of FindWhat.com common stock
and approximately $20.0 million in cash.
Read the full press release at:
Major ISPs Launch
Spam Lawsuit Under New Law
3/11/04 — Four of the largest e-mail and Internet Service
Provider companies in the United States this week launched the
first major industry lawsuits under the new federal anti-spam
AOL, EarthLink, Microsoft and Yahoo! jointly announced six
lawsuits against hundreds of defendants under the CAN-SPAM
Act. Officially called the Controlling the Assault of Non-Solicited
Pornography and Marketing Act of 2003, the CAN-SPAM law went
into effect on Jan. 1. The four companies, meanwhile, have
been officially working together on fighting spam since forming
an anti-spam alliance in April 2003.
The CAN-SPAM law criminalizes tactics spammers use to spread
junk e-mail including deceptive solicitations, use of open
proxies, falsified "from" e-mail addresses, absence
of physical addresses in the e-mail and absence of electronic
unsubscribe options in the e-mail. Each of the four complainant
companies filed lawsuits in California, Georgia, Virginia
and Washington states.
"Congress gave us the necessary tools to pursue spammers
with stiff penalties, and we in the industry didn't waste
a moment," AOL executive vice president and general counsel
Randall Boe said in a statement.
Some industry observers applauded the moves but cautioned
users not to expect dramatic results from the legal actions
or the CAN-SPAM Act alone.
"This is definitely a step in the right direction and
demonstrates that ISPs are willing to take legal action to
protect their customers and networks," said Mark Sunner,
chief technology officer of MessageLabs, an e-mail security
services provider. But according to MessageLabs, spam has
continued to increase since CAN-SPAM's passage and spam now
accounts for 64 percent of e-mail traffic.
"If these suits prove successful, they will mostly likely
act as a deterrent for the less technically sophisticated
spammers who are unable to take steps to cover their tracks,
such as those using open proxies. It remains to be seen how
many spammers go legit or move their operations offshore,"
Sunner said. "We continue to believe that laws and lawsuits
are tactics in the war against
spam but not silver bullets."
Article by Scott Bekker, Editor in Chief for ENT News
You can contact Scott about "Major ISPs Launch Spam Lawsuit
Under New Law"
This article originally appeared at http://www.entmag.com
at the following URL:
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Local Search Growing, but Small
Biz Advertisers Cautious
Local search is a hot topic, but both search providers and
small business owners face significant challenges before location
based finding services gain broad acceptance.
Users Embracing Search for
Last November, The Kelsey Group and ComStat, Inc. conducted
a telephone study of 1,006 people among a representative sample
of U.S. households. Among other things, it sought to determine
what specific sources consumers and business owners were using
to find local product/service providers and whether Internet
penetration had changed local shopping behavior. The survey
found that 81% of users had Internet access either at work
or home and about 40% had high-speed access at home. Despite
these penetration rates, the survey also found that the top
methods used for local shopping were still traditional, "offline"
sources: printed yellow pages and local newspapers.
Among the "media used in the past year," yellow
pages was first (75%), followed by newspapers (73%), white
pages (58%) and search engines (47%). These numbers were largely
unchanged if the population was limited to Internet users.
The only significant difference was that the number using
search jumped 10 points to 57%. However, the frequency of
monthly usage was highest for search engines among all media.
More recently, in early February of this year, The Kelsey
Group and BizRate.com jointly conducted an online survey of
more than 5,000 online buyers-people who had made at least
one purchase in the previous year. Search behavior was divided
into non-commercial ("not looking for anything to buy")
and commercial ("looking for a business, shopping or
doing research before buying").
The survey results showed that 25.1% of commercial searches
The data also showed:
- 44% of respondents were performing more local commercial
searches than one year ago.
- Google was cited as the most frequently used search engine
by 56% of respondents. That was followed by Yahoo! (21%)
and MSN (13%). This compares with new Nielsen data showing
that 39% use Google, 30% use Yahoo! and 30% use MSN.
- 71% of respondents used search engines seven or more times
per week and 25% used search engines 30 or more times a
- 64% of people said that search engines were the "main
way" they find things on the Internet and 6% percent
said search engines were "the only way" they find
- Commercial search results were rated as "good"
or "excellent" by 80 percent of respondents.
- 64% said "search engines are better" than printed
yellow pages for finding commercial information. And 52%
said search engines are better than other "offline"
sources such as newspapers, magazines and direct mail.
Search engines were, however, not rated better by a majority
in comparison with the following: Internet Yellow Pages, online
vertical directories or telephone directory assistance.
These recent findings appear to contradict those of the November
study, but they don't represent an "apples to apples"
Beyond indicating the need for additional research, the difference
in the two surveys can be partly accounted for by the fact
there were two different survey populations: a representative
sample of the U.S. population as a whole vs. a self-selected
population of users who are somewhat more "Internet savvy"
or sophisticated than the general U.S. population. The November
study also revealed that people are increasingly using multiple
sources for local shopping/business information.
Despite the fact that the quality of local search results
is still very mixed, local search is clearly gaining traction
Small Businesses Still Cautious
The other side of local search, of course, is geo-targeted
advertising. And the biggest potential market is small business.
As I discussed in Local Search: The Hybrid Future, the U.S.
has roughly 10 million small businesses, the majority of which
have fewer than nine employees and conduct most of their business
within 50 miles of their physical locations.
There are lots of dollars at stake in the local market. Depending
on whose numbers you choose, local advertising is worth somewhere
between $22 billion and $94 billion. That includes all forms
of advertising and marketing, from yellow pages and newspapers
to direct mail, magazines and local TV and radio. And the
larger number includes national advertisers targeting local
Yet beyond the large numbers, there's also something of an
imperative for search-based advertising to "go local"
(and international). Last week eMarketer issued a report that
projected paid search advertising growth would drop to 22.5%
in the U.S. in 2004 and 17% in 2005, down from 123% in 2003.
The Kelsey Group has estimated that local search revenues
will be approximately $2.5 billion by 2008.
To achieve any sizeable revenues from the local market, paid
search needs to gain small business advertiser adoption. But
how much of the small business market will pay-per-click (PPC)
be able to penetrate? There are some very practical challenges,
- The complexity and time involved in keyword bid-campaign
- Limited ad inventory and competition between national
and small business
advertisers for that inventory
- The absence of local sales channels to "push"
PPC to small business advertisers
- The lack of websites among as much as 70% of small businesses
These are not insurmountable by any means, though they should
not be minimized. It's also important to point out that many
small businesses are currently users of paid search advertising.
But for the great majority of small business, there may be
considerable ignorance and even skepticism about PPC.
Beyond "structural" challenges, such as the absence
of local sales channels and small business websites, when
it comes to small businesses, paid search providers clearly
have a sales job cut out for them.
February 24, 2004
Article By Greg Sterling firstname.lastname@example.org
This article originally appeared in Searchenginewatch.com's
SearchDay, at the following URL:
Greg Sterling is the managing editor of The Kelsey Group
which covers local and small business advertising, Yellow
Pages and digital directories.
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