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Friday, August 04, 2006
Competitive Content Matching Made Easy
The article on Adotas by Gary Angel, President of SEMphonic discussing content matching
is a great read about the advantages of content matching over search marketing.
Angel points out that while buying competing product names is verboten in search marketing, it is allowable to match your ads with mentions of competitors in content.
As we all know, it can be equally effective to target those who are interested in your competitor as people who are searching on the category, whether online or offline. Another twist on this could be too watch for mentions of competitors products on news and blog sites through an RSS aggregator, and if you can't get the publisher to write about your product, advertiser in the feed itself. So even if readers don't click through to articles mentioning your competitors, they will still see your ad.
By John Gartner at 11:35 AM
(1) Thoughts on Competitive Content Matching Made Easy
Glad you liked the Content Match piece. We have just published a white paper on a new web analytics methodology we call Functionalism. Functionalism provides a framework for analyzing individual components of a web site based on their intended usage. In the White Paper, we describe how the method works, the basic steps to implementation, and why we think it’s a significantly better approach to web site analysis. We’ve been developing the Functionalist methodology for several years with clients such as Charles Schwab, Intuit, WebMD, and many others, and have been seriously trying to formalize it in the last six months. We’re very excited about the results it produces, how intuitive the process itself is and the potential it brings to helping everyone in an organization (designers, channel marketers, managers, etc.) buy into and use web analytics. If you’re interested, please let me know and we’ll send you a copy.
Comments by Gary Angel : Friday, August 04, 2006 at 05:24 PM
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