Instead, I hear more and more about the rise of the demand side platform or "DSP." (Full disclosure: my husband works at one of them.) But it's not my husband who has convinced me of this sea change (although don't tell him that!)  Rather, it's the marketers themselves who are embracing the data and advertiser driven DSP model. There are many companies who call themselves DSP's, some already established like AdChemy, x+1 and Media Math but there are others are cropping up recently including Turn, DataXu, AppNexus and others. Most have a combination of optimization and data targeting that is geared for marketers, with a buying strategy that mostly takes advantage of inventory on ad exchanges. What will separate winners from losers are quality of the services and technologies that make up the offering. In other words, are they easy to work with and do they provide results?

With the rise of independent DSP has also come a crop of automated buying platforms created by the agencies, including Vivaki, WPP's B3 and Havas' AdNetic. Many in the industry wonder if agencies have the technical and analytical chops to compete with the independent shops. But no one denies that they have great positioning in the market, already working with the very advertisers the product is meant to serve.

It's very possible that these two forces in the industry will replace what ad networks have done for marketers in the past. Certainly, my alma mater, Ad.com no longer exists the way it once did.

Look for a lot more research on this shifting landscape in the near term from Forrester.

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• Online Canadians Have Aggressively Embraced Social Technologies — And So Have Canadian Marketers

I've spent the last year living and working in Vancouver, Canada — speaking with many Canadian interactive marketers and agencies, and collecting survey data on Canadian consumers — so I'm pleased to say that yesterday we released a new report, Canadian Social Technographics Revealed, and added our latest Canadian data to our free Social Technographics Profile Tool.

In researching this report, I learned that:

• Canadians are the most active social networkers in any market we survey. In our Social Technographics Ladder, we refer to those who regularly use social networks as 'joiners.' And Canada boasts a higher percentage of joiners than any of the other 12 countries we regularly survey: 57% of Canadians told us they use social networks at least once each month. (The next strongest social networking market is the US, where 51% are joiners.) Canada also has more 'creators,' critics,' and 'spectators' than many other countries. [An edit to avoid confusion: while Canadians are the strongest adopters of social networks we've found in our surveys, they are not the strongest users of social media overall (which would include not just social networks but also blogs and other social platforms) -- that would be the South Koreans.]
• Many Canadian marketers have been using social media for years. With all those socially engaged consumers, it's no surprise Canadian marketers have been pretty aggressive in adopting social media too. The report includes several great examples of marketers successfully using social media, and I found that some of the most innovative marketers (like Vancity and Molson) have been leveraging social media for 3 or 4 years now.

One of my favorite examples of social media marketing in Canada comes from the political realm. NDP leader Jack Layton recognized that his followers were among the most socially engaged in Canada, as you'll see below. So he used Facebook, Twitter, and YouTube to energize NDP voters before the 2008 federal election — and that helped the party gain 31% more seats in Ottawa than they'd had in the previous government.

Go and have a play with our Social Technographics Profile Tool and you can find free cuts of this data by age and gender. (Clients can also ask us to cut the data by other factors, like where people bank, which mobile carrier they use, or what province they live in.)

And if you've got any other great examples of social media marketing in Canada, let us know in the comments below.

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This opens both challenges and opportunities for web marketers.

Some SEO work involves low level tasks, but that is not the strategic core of getting a site to rank, getting more traffic and making that website work when other similar sites fail. Its not about one thing, its about everything. Its about how you spend 12 hours online and track the latest trends, about how you read countless marketing blogs each week and how you continually adapt to emerging technologies while refining your work to meet your website users needs. There is no replacement for what you do, it takes a human being. Its about understanding how the whole picture of the online community comes together and how visitors stumble across the vast internet landscape and find sites. Its also about what makes them stay there, what influences them to share what they found and how to make a site that outperforms others that do the same thing.

Search Marketing is becoming more important. Technology is moving ahead at a blistering speed. Businesses and individuals need good, qualified advice and help on how to use that technology for maximum impact online. Go ahead, do not pay attention to SEO, but do not be surprised when you get crushed online by someone who does. Someone who is not leaving that up to chance, but actively and aggressively using creativity and technical savvy to open new markets and drive traffic to their website. Noone try to launch a website without a serious Search Marketing strategy, because your websites life or death depends on it. Remember good blogs go unread, many great sites fail and the purists oversimplify everything. The internet landscape is a jungle and search engine optimizers work hard to straighten out the confusion to help businesses leverage new technology, to gain readers, to gain traffic and ultimately, to be more successful online and off.

Search Marketing is about perspective and branding, but remember a search engine optimizer is not just someone who spams for links or adjusts pages for keywords. A quality SEM is someone who understands the methodologies for promoting a site online and uses this knowledge to help its client stand out and be more successful in business! SEO Professionals are no less than Marketing Head of a MNC! Hire the top Internet marketing and SEO Company in Delhi. Outreach and Profit from Social Media!

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Already a member? Login here. to access your analytics and financial. We are an Internet Advertising Solutions company in India. Specializing in developing the solutions which make advertising work on the Internet for Web publishers. Get Pay per click advertising – online advertising directly on sites of your choice. Promote your business online with our cost effective online advertising service: Pop-under ads, text ads, layer ads and banner ads.

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Our service offers include interactive ad design, internet media buying, interactive content development, ad-serving, campaign management, search engine marketing (SEM), search engine optimization (SEO), mobile promotions, online portal solutions, reporting and analytics.

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We have came a long way since and the way people advertise their product or service is getting more complex with brand proliferation and the online media penetrating even the African Continent on a massive scale. Welcome to the world of Online advertising or Web advertising, Interactive Advertising, Internet advertising and e-Advertising. But whatever be the name, in essence, it is all advertising.

The Internet has produced a revolutionary new way for businesses to communicate and interact with their customers. Everyone from small firms to Fortune Companies are racing to make their mark in cyberspace with their own “Home Pages” on the internet media (www). Internet growth is creating advertising opportunities for marketers. The number of Internet users around the world is constantly growing and so are Internet Marketing Consultants, Adwords Consultants in India and Internet Marketing Companies.

As Internet users are growing day by day; so are Internet advertisers because they can easily, effectively and efficiently communicate their products or services to targeted mass audience. Add to this the fact that Internet users are well educated with high incomes, it is only logical to conclude that Internet surfers are a desired target for advertisers. Other reasons why online advertising is growing rapidly are:

- Advertisement can reach very large number of potential buyers globally.
- New media superiority over other advertising medium
- Online advertisements are cheaper in comparison to traditional advertisement. There is no printing costs, no postage costs etc.
- Web page (advertisement) can be updated any time and changes or corrections are painless.
- Online advertisement works 24 hours a day, 7 days a week, 365 days a year.
- In online advertisement specific interest groups or individuals can be targeted.
- New media convergence effectively use the convergence of text, audio, graphics, and animation.

Forms of online advertising The Internet is a great place to advertise. There are many forms of online advertising. Some of the main ones involved:

- E-mail sponsorship advertising
- Newsletter and E-zine advertising
- Rich media advertising (flash ads, Interstitials & Superstitials, streaming audio/video, etc)
- Pop-up/pop -under advertising
- Online banner advertising
- Sponsorship (web sites, e-mails, sweep stakes)
- Advertorial (Paid-for editorial) placements.

Benefits of www advertisements:
The Internet has great potential as media carrier compared to traditional media. It offers higher selectivity which is tailored to the users profile. The customer can also customize the adverts as he/she is in charge of his own navigation. Through the online advertising the advertiser can get quick, easy and inexpensive feedback in real time, which no other media offers, providing a higher feedback rate. Some other benefits of online advertising are as under:

- Online advertising facilitates the advertiser to reach an absolutely pinpointed and targeted audience.
- “Traditional advertising is usually a one-way mechanism there is no way for customers to act on the information in the advertisements. On the Internet, however, interested customers can click on a banner, learn more, and actually make purchase on the spot,” states Arti Dwarkadas, business director, Ogilvy Interaction.
- The Internet as a medium knows no demographic boundaries and gives the advertiser a huge audience to tap and build brand image if not sell products.
- Interactive nature of Internet allows for greater flexibility than traditional media in the type of information transmitted and the method of transmission.
- Online advertisement can facilitate purchase decision.
- Enhance customer company relationship.
- Protection of environment.
- Online advertisement expands the company’s market to global market.
- It is easy to create, and place, it saves time, labor and money.
- No loss of quality even after a very long period of time.

Limitations of online advertising
Research, reveals that not many companies take advantage of online advertising opportunity.
There are many reasons behind it. Some of the most common are as under:
- Online advertising is not simply a “Customer oriented” medium; it is a customer-dominated medium
- Online advertising is not emotional medium like T.V.; it is a cognitive medium
- Mindset shift in using online advertising
- Psychological fear of IT
- Infrastructure inadequacy
- High cost
- Limited space
- Limited information
- Users work on the net for a specific purpose; they are not interested in other things like advertising
- Company can’t target all the potential customers like those who are not Internet users
- Too many companies are trying to slice up a tiny online advertising pie, resulting in commoditisation of the business and leading to extreme competition pressure.
- Suggestions for online advertising
- Understanding the right way to advertise on the Internet is extremely important as the negative or downside potential is extremely great for a small start-up or medium sized firm.
Here are some suggestions for effecting online advertising:
- Make sure that the audience of the site matches with the audience you are advertising.
- Online advertising should be valued in terms of the value of the business it creates from the new users it attracts to your site.
- Placing advertisement in the right content vehicles.
- Determine optimal frequency can be the factor, which determines the effectiveness of any advertising campaign.
- Keep Innovating.
- Use of animation to attract the audience.
- An effective presentation simply shows your visitors the right answer to the questions they have.
- Keep it simple.
- Considering the human factor of selling on the web.
- Don’t forget to follow advertising ethics online.
- In almost all cases you want your message to be very short. People don’t have time to drill into your advertisement for meaning.
- Don’t make outrageous claims and don’t lie.
- Make sure that you offer some thing worthwhile.

Final Words: e-Marketing articles, resources and strategy
No doubt, online advertising offers potential benefits like targetability, tracking, deliverability, flexibility, interactivity, etc.; that are not available through traditional media. But it doesn’t mean that online advertising is the superb way of advertising. It has many limitations also. Success of online advertising requires sound strategy, management understanding, commitment and integration of Internet with companies overall marketing strategy. At this point, it is very hard to predict the future of online advertising because this industry is too young to allow internet marketing consultants to reach any concrete conclusion. Several factors will influence the future of online advertising like privacy issue, legal issue, and security issue, infra structural and above all market itself.

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Through better placement of advertisements to targeted audiences, Solution Point can help you reduce the total number of ads served for the same or better result, thus reducing costs. In addition, it could increase the number and efficiency of conversions for clients, allowing them to remain a leader in the industry. This is accomplished through in depth analysis and modeling of online user behavior based on website traffic analysis. The results of the analysis will then be translated into actionable business intelligence and finally a tested methodology that can be implemented to deliver ads for results.

We provide clients with more effective ad campaigns while generating more revenue for both parties and further improve other aspects of our web business and gain competitive advantage in the growing market. Future researchers should continue analysis of
clustering methodology. Since clustering is a means of organizing data, there are correct assignments. Our online researchers investigate many clustering methods that bests partitions the data to identify patterns and distributions within website access behaviors that could characterize users.

In a development with potentially huge implications for digital marketing and consumer privacy, many Internet service providers (or ISPs like VSNL, Airtel, Reliance, BT, AT&T, etc.) have begun using or testing technologies that track their subscribers’ online activities and serve ads based on those behaviors. The trend is part of an ongoing bid by ISPs to hang ten on the digital advertising trends that’s largely passed them by while stuffing the pockets of Web giants like Google, Yahoo, AOL, and Microsoft. ISP based networks have a bigger reach compared to ad serving firms. With their partnerships with other ad servers, they might be capable of reaching more internet users but that is to just to serve any ads not collect behavior and serve targeted ads. ISP on the other hand can collect data on all their users and hence show targeted ads.

Networks that work with large number of different kinds of sites can collect wide variety of user behavior data and accurately identify users segments. ISP networks have the potential to collect much richer data than other networks ever can. ISP can better understand their customers behaviors and hence serve more relevant ads than traditional networks.

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Many subscribers have signed up here. This free blog will increase our user base exponentially, surely! The Internet pie has enough slices to feed everyone. The pie is, indeed, large. As per to Forrester Research, U.S. Online Sales alone will jump from $176 billion in 2006 to $204 billion in 2007. Niche marketing is the key factor enabling so many players in the game. What I believe is limitless in the universe are markets – Niche Markets. There are definitely enough niches so that who is willing to try can build tremendous wealth. SEOTrends is the best Internet marketing resource creating hundreds of money making ads and promos for clients.

Business is war, – but that doesn’t mean it can’t be fought with honor. SEOTrends style is consistently direct and unashamedly hard hitting. People who are easily offended by a bit of frank, adult, straight talk are not our main audience. Shrinking violets who want warm hugs and aren’t really comfortable with brutal honesty may want to get their information elsewhere. For those who do relate to SEOTrends’s unique brand of straight shooting – this seo blog is a great resource. It is a manual for learning how to make as much money as humanly possible, as quickly as possible using proven marketing tactics and time tested business plans.

Seasons Greetings on strategizing to how to make more money online!

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To elaborate the point a bit more, as far as consumer adoption is concerned, the Internet has done very well; the advantage it has is its multi-dimensional character, which no other media has; they are all uni-dimensional, in the sense that they satisfy either the information or entertainment needs of people. The Internet, however, can do much more; it can be used as a transactional medium – you can buy online; do your bank transactions; communicate using tools like email, VoIP and messengers. And of course, it satisfies your information and learning needs – so the Internet is actually media plus. It would be wrong to classify it as a media property; it’s not just a media property; it’s much more than that.

It is the biggest revolution in our lifetimes; it substitutes for your shopping; it substitutes for your bank; it substitutes for your newspaper and much more. The world is still coming to grips with how the Internet will affect our lives? It already has, phenomenally, but I don’t think we have quite seen what all it can do. With its ability to take on digital sound and video – video on demand, pay-per-view films – and the ability to project them on large screens, it may also replace cinema halls one day!

It’s a big thing but we have not quite seen what all can it do for us. It’s really the strongest force in changing the patterns of consumer behavior that we have seen in last few years. While we are lesser mortals, even the founding fathers of the Internet will not be able tell you what all it can or will do for you.

Consumer will be the king: The Internet will virtually take over a part of our lives; well, for youngsters it already has! Gone are the days of visiting libraries for research, since students get access to everything right on their desktops thanks to Google search and other portals like that. In fact if we look back into our lives we would realize that how much we are able to do on the Internet today, from banking to shopping to communicating with friends, all of it. We can’t even imagine today what all it will substitute in our lives in the years to come if it hasn’t already.

Print and TV media are bound to get affected. They are all content-cum-distribution centric activities, but in the years to come, they will have to get increasingly divorced from the distribution part of their business. Therefore, if a newspaper were to look upon itself as a content business, and not as content married to a particular platform, then it will realize that it simply has to be in the Internet space; because the Internet has taken simple content delivery to content interaction to content manipulation which has elevated content efficiency to an exponential level, something which the Print and TV media cannot do.

So, when we say TV is merely a distribution technology that we are referring to; its video content has to be usable on the Internet, which allows one-is-to-one communication and interactivity (both these things are not possible on TV and Print media). It goes without saying that traditional video content has to undergo a phenomenal change on the Internet – and if content companies do not adapt to this change, they will die, because the Internet will become the number one content delivery platform. Another advantage with the Internet is that, unlike TV and print, it’s not a linear medium; content on the Internet can be presented in a form that enables it to be delivered individually to each person and allows that person to communicate back; so if you marry these things to content it can be customized to each individual’s requirement.

Companies like ours have to keep their ears to the ground and grow with the business; grow with consumer needs and find newer ways of either consuming that content or interacting with it or customizing it to cater to consumers needs. We need to be prepared as the consumer will get increasingly important and demanding and we have to grow with his needs, since we cannot predict them. The fact that he needs information is a given, but the how and in what manner he is going to consume it is a great unknown. If you think you have figured it out, you are dead because consumer patterns change, consumer behavior is the most unyielding reality in any business, as the consumer evolves in ways that you and I cannot predict. We have to learn each day and change ourselves, I think we are living in fascinating times in that sense.

What will happen when today 20 year old turns 40 in two decades? While the trend is that the younger generation forms a big chunk of Internet users, the older lot has also started moving in, more for the sake of convenience and conducting transactions. But still, conventional media forms an important part of the older generation’s lives. The question that needs answering – and I don’t think anybody has the answer to this – is what happens when the younger generation gets into the 35-40 bracket; will it stay as much with the Internet, to the virtual exclusion of all other media? Or will it start imbibing media in the more traditional manner? I think the answer to this is not known.

Also, it would be too facile to say that they won’t, because as kids their needs are different; their lives revolve around a small community, the outside world does not matter so much to them. But as you grow older, the outside world becomes important; it matters to your work; whatever is happening around the globe matters to you. What happens then?

Information is available everywhere; but do we need to customize this kind of general information? The information then gravitates towards the public domain, in the sense that it is less customized, it’s more uniform as millions of people are going to consume it. So though today’s younger generation will definitely stay on with the Internet even two decades later, the NATURE and CHARACTER of the information that they would want to consume is likely to become very similar to the kind of information that today’s older generation is imbibing. It may start approximating much more to what you and I call traditional media. So people who are doing an obituary of traditional media are doing it too fast.

Of course the delivery of this traditional information of 2030 will be on the Internet, but not all information may necessarily be as customized as some would like to believe. I keep grappling with this thought.

Original Writer and Copyright – Managing Director of TV18, India

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