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Creative designers, Media planners and web strategist always have a big problem at hand as what will make advertising on the internet effective rather making a banner which eventually becomes a blindspot. People want content and not ads plastered all over the article….

It has become an article of faith that the Web is all about content; content is King on the Web as opposed to television where commercials are king. It seems that television networks just can’t wrap their heads around the Internet and fit it into their standard commercial box. The traditional media’s tactic of last resort, buying-up the competition and imposing its commercial will, just won’t work with the Internet.

Businesses that want to succeed on the Web must learn how to turn their commercial message into content as a seamless entertaining presentation.

After years of website visitors first ignoring, then getting increasingly irritated with banner ads that blink, burp, and blast across their screens, there finally is a better way; advertising in the form of Web-videos that not only deliver a marketing message but are worth the time invested in watching.

There is a lot of hype surrounding so-called viral videos. Many companies have tried to create this kind of marketing vehicle but the sheer lack of commercial purpose fails to attract viable prospects and instead generates a lot of attention from the maturity-challenged segments of society. As a business you want your video to be passed on to as many additional viewers as possible, but if it doesn’t attract new leads or at least deliver your message, what good is it?

There is an absolute qualitative difference between a video that is engaging, entertaining, humorous and clever that delivers a strong marketing message and a video that is just plain stupid or at best pointless.

Bold is Beautiful and Effective

We know from experience that clients are attracted when we create entertaining offbeat video campaigns that send a clear message. But as soon as we start to create the equivalent type of campaign for them, they start to get nervous.

The Web demands a bold, frontal attack that delivers an uncompromising creative presentation of what you offer; not a defensive, compromised, don’t-make-a-mistake approach that tries to cover everything and anything you might do.

The average business is incredibly timid when it comes to advertising. Boring, monotonous presentations that drone on are as helpful in attracting new business as viral video food-fights or female mud-wrestling clips. There is as much difference between bizarre and bold, as there is between salacious curiosity and entertainingly effective.

The challenge for business is to take this new form of advertising and use it so that it rises above the lowly realm of boring corporate PowerPoint presentations and silly homemade video antics to the lofty, and ultimately profitable dominion of content.

Why Web-Videos Aren’t Like Television Commercials

Web-commercials are not television commercials. I know big advertisers are double-dipping their ad placements by flooding the Web with their TV spots, but who really cares? If you can see it on NBC or CBS twelve times every night why would you go out of your way to watch it on the Web?

The most significant difference between television and Web-commercials is cost. According to MediaPost’s Gregory Wilson in his VideoInsider newsletter, the average 30-second TV commercial costs $12,000 per second to produce. That’s per second, far beyond the budgets of most businesses. You can get an entire Web-video campaign for the cost of one second of TV-level production. Of course, you’re not going to have a cast and crew of hundreds working on your spot, but then the quality of script, simplicity of concept, and creativity of presentation count for more than wasted exotic sets and setups.

There are lots of things people just hate about television commercials and the best of the Web-commercials avoid these irritants.

Television commercials distract viewers from the content. Nobody likes interruptions. There is not much difference on the irritation scale between a telemarketing phone call selling aluminum siding at dinner time and a commercial that interrupts the latest adventures of 24’s Jack Bauer.

About the only good thing you can say about these program-interruptions is that they provide you a bathroom and beverage break, which of course doesn’t help the advertiser who just spent $12,000 per second to get to you.

Web-commercials are different. They are sought-out by people as long as they provide something more than a mundane sales pitch. If you are clever, bold, and interesting, people will not only watch, they’ll remember.

Think back to when you were in school and the teacher told you to look up the answer yourself and not just rely on her to give it to you? That’s because the effort of searching out the answer created a more memorable experience. Commercials are no different. Sure fewer people are going to come in contact with your Web-commercial than they would a television commercial, but then the Web-commercial is more targeted, more memorable, and far more cost effective.

Even worse than the continuous interruptions is the repetitiveness of television commercials. Sometimes you have to sit through the same obnoxious commercial multiple times in the same commercial break. Give Apple computer and Geico Insurance credit for their commitment to developing creative, entertaining campaigns that are continually evolving with new segments that build a following for the characters, product and message. These commercials actually do rise above the level of sale’s pitch and achieve the status of content. Unfortunately, I cannot say the same for ninety-nine percent of all the other television ads.

Because people choose to watch a Web-commercial, they don’t become upset with the advertiser for inflicting repetitive psychological torture. In fact Web-commercials that are entertaining and informative will be watched over and over, and passed on to friends and colleagues.

The Bottom Line

1 Web-users choose to watch Web-videos and therefore are more receptive to the message.

2 Web-videos need to be entertaining so they are more likely to be watched repeatedly and passed on to friends.

3 Web-videos are less costly to produce so advertisers can create campaigns consisting of multiple videos on the same theme so that viewers don’t get bored or irritated.

How To Turn A Pitch Into Content

If you are going to bore people to death, then Web-advertising is not for you. If all you have to say is buy my stuff, nobody is going to listen. If you are afraid to be different, you are just going to blend into the woodwork. If you think search engine optimization is going to solve all your marketing problems, well think again.

If you want to turn your advertising into content then create your next campaign on the following principles:

• Be Clear.
• Be Bold.
• Be Uncompromising.
• Be Entertaining.
• Be Engaging.
• Be Clever.
• Be Humorous.
• Create Character(s).
• And Tell a Story.

Source: Webpronews

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Here are 10 tips to optimize your RSS feeds

1. 20 or more items, not 10.

2. Use full feeds, not partial feeds – “It’s the links, stupid,” says Klau. “The mass reader base strongly prefers full text feeds. If you don’t have full text feeds, you are missing out on a potentially huge amount of traffic.”

3. Use multiple feeds, organized by category, including latest comments by post.

4. Include compelling site description.

5. Don’t put tracking codes in URLs.

6. Free is good. Feedburner’s Pro features are free and they are good.

7. RSS feeds that contain enclosures (like podcasts) can get into additional RSS directories and engines.

8. Google Sitemaps supports feeds. If you can’t make an XML sitemap, you can use an RSS feed as one.

9. Add show notes to your podcast feeds.

10. Facebook allows you to import and promote your feed through the “import notes” feature.

10 Ways To Optimize Your Blog

1. Tag clouds and tag pages; check out Ultimate Tag Warrior plugin for creating these. Spencer says he doubled traffic to one his blogs by adding it.2. Add a “Related Posts” feature. Spencer recommends the Contextual Related Posts plugin for WordPress.

3. Top Ten posts feature to display most popular posts

4. Add “next” and “previous” post buttons

5. Build inbound links

6. Title tags – use SEO Title Tag plugin for WordPress to assign unique title tags to individual posts.

7. Claim your blog at Technorati and use Technorati tags

8. Use “sticky” posts that always appear at the top of the page as a way to add a keywords-rich introduction to category pages. Adhesive plugin works for this.

9. Use the Buzzlogic tool to find out which bloggers are most influential in conversations – refer to them and try to get them to link to you.

10. Get into other bloggers’ blog rolls (trackbacks and comments won’t help in link gain.

This article makes my opinion in my last article on mobile marketing by mginger and a successful busines model for mobile marketing even stronger.

“The effectiveness of mobile as a marketing channel has been a subject of debate for many years and, while its benefits of being able to reach consumers at the right time with the right message are clear, it has still yet to fully achieve its potential.”

The problem has always been getting consumers used to receiving commercial messages on a device that they consider personal and private, without it seeming intrusive. The simplest way to overcome this is to get the consumer to opt in and request information. This is why so many service-oriented businesses are beginning to build mobile into the fabric of their businesses to try to enhance the customer’s experience.

Using mobile messaging to market to consumers is tricky, but using the same channel to communicate with customers about things they care about — such as traffic updates, auction statuses and news alerts — is much more effective.

To some businesses, the integration of mobile as a marketing platform into the overall marketing experience has become so vital to their operations that they could not operate without it. A good example of this is roadside recovery business the AA. Its breakdown services are automated from start to finish, with mobile telephony playing a central part in the operation.

Mobile involvement begins when the car owner calls up to say they have broken down. Mobile mapping services can be used to locate the stranded customer; automated technology then dispatches the nearest recovery vehicle, based on their position, which is determined using GPS technology.

For 30 years, the AA operated its own radio network to control its recovery business but, four years ago, it switched to the Vodafone network, before recently moving again to work with O2. Once the rescue vehicle locates the stranded motorist, who has been kept up to date by SMS messaging to let them know how far away the recovery vehicle is, the mechanic uses a Bluetooth-enabled laptop connected to the motorist’s engine computer that beams back diagnostic information to his van, where an assessment of the problem can be made. ‘We literally could not run our roadside business without wireless and mobile,’ says Trevor Didcock, director of information systems at the AA.

So successful has the introduction of mobile services been for the AA that it is now looking to integrate it further across other parts of its business. It runs a 2000-strong driving-instructor business, and is creating an online database to control lesson times and other information.

In addition, the AA is considering equipping its instructors with wireless PDAs so they can remotely access all this information. The insurance side of the AA’s business may also be overhauled – customer communication is currently carried out by email, though mobile plans are in the offing.

‘We didn’t set out to collect mobile numbers for this business, but we would consider it if it benefits customers in the future. With the pace of change that mobile is creating, we will definitely use more mobile services in the future,’ says Didcock.

Travel-oriented businesses are also a perfect fit for mobile services, as their customers are usually out of the house or office when they want information, and that information is subject to frequent changes.

Transport for London (TfL) operates a raft of mobile business services supplying Londoners with up-to-date information on the state of services, as well as features such as journey planners on interactive mobile maps. The services allow consumers to receive alerts advising of delays to their commuter route, plan an alternative journey to work or find their nearest licensed minicab.

TfL believes that the key to successful mobile information is to integrate and position the mobile channel within its multi-channel offering, leaving it up to consumers as to how they wish to access the information. The organisation also ensures that its services are available across all mobile networks and are not charged at a premium rate, with services including travel alerts provided for free.

‘The driver behind our mobile services is that electronic channels are very important in giving timely and relevant information to our customers. Mobile’s reach in London makes it vital and it gives us the opportunity to help our customers navigate the network,’ says Jon White, senior marketing planner within TfL’s group marketing strategy team.

TfL’s mobile services are a cost-effective means of collecting revenue and have been well received by users. One service allows drivers to pay the London congestion charge via their mobile phone, ensuring they have an option of paying the basic amount – before it rises for late payment – even if they forget to pay before heading into central London. ‘It is one of our most cost-efficient channels for congestion-charge payment and is very lifestyle-oriented,’ says White.

High-street banks have also been quick to embrace the potential of mobile, and some now enable their customers to receive balances and carry out other basic banking functions through their mobile phones. These services have been operational for about two years, though developing a secure system guaranteeing customers’ data safety took years to develop. Despite these initial hurdles, mobile banking is now flourishing, with most UK high-street banks having some kind of offering.

Lloyds TSB, the first bank to offer text alerts including balance information and details of customers’ last five transactions, is positive about the usefulness of mobile as a service channel. ‘It’s about offering choice of how the customer can communicate with the bank,’ says Anita Hockin, head of internet at Lloyds TSB. ‘A lot depends on the customer and their behaviour as to whether they will take it up, but we feel it is important to try to make our customers’ lives easier.’ Like many other companies in the UK, Lloyds TSB realises that, with mobile phone penetration standing at about 86% and mobile phone technology advancing all the time, it will not be long before consumer behaviour becomes more affected by mobile use. Customers will soon expect to be able to communicate with companies via mobile services. ‘There is a requirement to use mobile.

Customers expect good service at their convenience, whichever channel they use,’ says Hockin. Most mobile business services have to date been messaging-oriented, whether they are travel or news alerts, or updates on how much money is in a current account. However, the future of business services may lie in the mobile internet.

One industry in which this medium has already begun to gain a foothold is sport, and particularly Premier League football clubs. Premium TV, the company that specialises in helping football clubs generate revenue from their rights across the digital market, works with a number of Premiership clubs, including Tottenham Hotspur, Newcastle United and Aston Villa, developing mobile services that can be sold to fans. A year ago, mobile internet traffic was fairly low-level, but Premium TV now has more than 100,000 subscribers to its football services, bringing in significant revenue for the clubs.

‘Mobile services are moving from being a marketing channel to being a revenue generator,’ says Premium TV chief executive Ollie Slipper. ‘At present, only about 12% of handsets are 3G. We need it to reach critical mass to really begin to use the mobile internet as a business tool.’

A good example of the use of the mobile internet mixed with messaging services to create something more than basic customer communication is eBay’s ‘anywhere’ service in the UK. Developed in conjunction with mobile content and technology company Volantis Systems, the service allows eBay users to receive alerts on items they are bidding on so that they can up their bids and keep ahead of rivals. The SMS alerts provide links to a WAP service from where the user can bid on items they want.

‘The approach we take is to look at the current offering and see what is suitable for mobile. Things that are time-sensitive are perfect,’ says Volantis Systems director of product marketing Susie Harris. Mobile communications have become so fundamental to everyday life that it is now a rarity to come across a major consumer brand without a mobile strategy.

While mobile’s development as a marketing medium has been hindered by consumer and brand scepticism, its use as a facilitator for businesses spanning from roadside recovery and congestion charging to insurance continues to grow.

With consumers’ use of mobile phones showing no signs of slowing, soon it will no longer be a question of whether a company should offer mobile services; consumers will already be expecting them.

1. Knowledge is power - Look at your channel data to find what layout works best for your site. If you don’t know what channels are, get some!
2. Size does matter – Our medium rectangles (300 x 250) and wide skyscrapers (160 x 600) are easy on the eye and attract a lot of natural attention, so maximise their beauty and add them to your site! Advertisers are in love with these formats too.

1. Integrate and conquer – Don’t hide your ads – make them part of your site and you’ll see your AdSense performance soar. By placing ads where they are relevant and useful to your website’s community, you’ll find their experience with your site actually improves.

I think I have to implement these tips tooo