Wat ik volstrekt niet begrijp is dat er zo weinig wordt geschreven over kanaalconflicten. Juist in een tijd dat zoveel bedrijven in allerlei branches ermee te maken krijgen. Neem de financiele dienstverlening waar verzekeraars schoorvoetend direct gaan verkopen terwijl ze hun tussenpersonen krampachtig te vriend proberen te houden. Juist daar zou je veel meer literatuur over verwachten.
De mij bekende artikelen staan in de bibliotheek. Wellicht zie ik er een aantal over het hoofd. Als je ze weet, stuur ze naar me toe, dan kan ik ze weer delen met de andere lezers!
Volgens een rapport van Webtrends wijzigen de online en multichannel retailers hun strategie van prijspromotie naar E-mailmarketing en Zoekmachinemarketing:
The 2006 Online Retail Holiday Readiness Report surveyed 300 Internet and multichannel retailers about key trends and the online strategies they are focusing on for the upcoming holiday season.
This year, twice as many respondents—23 percent—said that they will not be using price-based promotions to generate online revenue from loyal customers during the holidays compared to 11 percent last year. Even the most popular holiday marketing promotion—free shipping—has dropped in popularity, from 62 percent of retailers using it in 2005 to only 45 percent in 2006, according to WebTrends, http://www.webtrends.com Portland, OR.
The only features that received a boost year-over-year were personalized promotions and live chat.
Overall, retailers ranked e-mail marketing as the most important demand-generation activity for holiday success, with search engine marketing and search engine optimization ranking second and third, respectively.
Reflecting this importance, the biggest increases in marketing spending for the holidays will be in e-mail marketing (52 percent), SEM (46 percent) and SEO (38 percent). The biggest decreases in spending will be in online banner ads (17 percent), print advertising (16 percent) and broadcast advertising (14 percent).
Lijstjes doen het altijd goed. Daarom maar een mooi lijstje van internet geplukt (van Marketingprofs door Barry Fenning) met de 10 tips voor Search Engine Optimisation:
* 1. Pick appropriate keyword phrases
This is the single most important thing to do when it comes to optimizing your site for search engines. The words and phrases that your potential customers type into the major search engines are the keywords your site should be using within the specific areas of your Web page (see points 3 and 4, below). Useful keyword research tools are available on the Web, including Wordtracker and Keyword Discovery (both offer trial versions).
However, if you want to find out accurate figures of how many people are searching for your targeted keywords per week/month/year, run a Google AdWords and/or Yahoo/Overture campaign and you will get extremely accurate figures of search engine traffic while (hopefully) generating income that will pay for your research.
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* 2. Optimize every page on your site
Optimizing each Web page is overlooked by so many sites. It can be the difference between competing for a highly competitive keyword phrase such as “Irish Hotels” on your home page, and competing for a much less competitive keyword phrase such as “Hotels in County Galway” on another relevant landing page.
* 3. Optimize your page titles
All of the major search engines have hundreds of different algorithms that compute where your Web page should be listed for different keyword searches. Putting your keywords within the title description tag of your pages is one of the most important SEO techniques and will help your site climb through the rankings. It will also allow your visitors to remember exactly what your page is all about when they save it to their “favorites.”
* 4. Optimize your page content
It is sometimes very difficult to write content for your Web site. Not only do you need to put the information you want the visitor to see in front of them in an easy-to-read style, you also have to keep in mind the keywords that your page is targeting so that you can rank better within search engines.
One of the best pieces of advice I have come across is to write for your visitors and include the keywords as much as makes sense. Read what you have written out loud to yourself and a few others. If it sounds silly or stilted… lather, rinse, and repeat.
Lees verder over: 10 tips voor zoekmachine optimalisatie...
