Research is at the heart
of marketing, and particularly online. Interface stays abreast of
Internet marketing trends and industry statistics that together
carve out clear directions to a successful Internet marketing plan
for your unique business type and size. From search engine regulations
to the latest in email and spam concerns, we guide you through a
safe, clear plan to get your business connected to the target audience.
A R T I C L E S
Recent Study Confirms Organic Search Dominance Over PPC
by Mark Brimm, 123interFACE writer
August 4th, 2007
Recent click tracking research conducted by Enquiro and the tracking firm Eyetools has more thoroughly demonstrated that the eye activity of a search page forms what they have termed “The Golden Triangle,” or the top left hand prtion of organic search results. What this essentially confirms is that organic search results, particularly the Top 7 results, are what get over 90% of all clicks for that results page. In fact, this particular styudy revealed that this region of the screen, or the "golden triangle" recieved a click-through rate 250% more frequent than those found in the paid and sponsored listings, a number that would well warrant investigation and serious investment in organic search marketing and SEO efforts early on in the planning of any consulting or sales-oriented website.
Enquiro, the company who created Eyetools, offers this tool for web marketing departments and consultants who deal with the need to make out where and how to get clicks from the outside in. Ingenious click-tracking taken to the next level, firms are quickly assimilating these tools and attempting to sell them to their clients. 123interFACE.com offers specialized click-measurement and marketing restructuring consulting with this tool to interested clients for a nominal fee.
make a comeback
After the bubble burst in 2000, online advertising started a slow
but steady rebound, and it's still climbing
George Raine, Chronicle Staff
April 10th, 2005
Five years after the dot-com bubble burst,
Internet advertising is finally delivering on its promise.
A passel of industry and analyst reports
tell of a very strong 2004 and an even better 2005 for online ad
spending. It's still a tiny portion of the entire advertising-dollar
pie, estimated to be $12.3 billion of $256 billion in total spending
by one account, but the talk is it's only going north.
"It engages people, and production values
on the Internet have gone through the roof,'' said Daniel Stein,
co-founder and managing director of EVB, an interactive ad agency
in San Francisco whose major clients are Wrigley, LeapFrog and Old
Spice. "It's the growth sector -- again.''
Stein says that with a clear view of the
rubble of the dot-com bust in the rearview mirror. More than 60,000
jobs were lost in San Francisco alone after the collapse of an illusory
Web-based industry, beginning around the fourth quarter of 2000.
Many thousands of jobs in online marketing went down with dot-com
businesses in the technology-heavy Bay Area. For many companies,
online advertising just didn't work. The world wasn't ready to spend
a sizable portion of its advertising budget online, but that may
The Internet didn't go away, and it has become
a transforming and integral tool, particularly for marketers who
want to bond with customers.
The Interactive Advertising Bureau, a trade
association with more than 200 members, and PricewaterhouseCoopers
said that Internet advertising totaled about $2.7 billion in the
fourth quarter of 2004, the highest revenue quarter the bureau has
tracked. The estimate for entire year of 2004 is just over $12 billion
-- nearly double the $7.2 billion spent in 2003. The fourth-quarter
figure is a 24 percent increase, the bureau said.
"You are starting to see marketers stand
up and say, 'You're right, my customer has shifted his or her behavior
to online, and I better be there,' '' said Greg Stuart, president
and chief executive officer of the Interactive Advertising Bureau
in New York.
"The experts tell us that, of the time
people spend with media, including television, 14 percent of it
goes to online,'' Stuart said. "That is a dramatic shift, going
from zero to 14 percent in 10 years. If time is our most precious
commodity, and that is where consumers are spending their time,
marketers will follow,'' he said.
The phenomenon is certainly paying off for
search engines. Google reported revenue last year of $3.19 billion,
up from $1.47 billion in 2003. The results reflect an increase in
Web site advertisements. Web portal Yahoo had revenue of $3.57 billion
for the fiscal year that ended Dec. 31, up from $1.63 billion a
year earlier. In the first half of 2004, ad spending in the search
category was up 100 percent, according to the bureau, because of
the popularity of sponsored ads that are listed next to search results
on sites like Google. Spending was up 25 percent for the banner
or display category and up nearly 30 percent for classified.
Online advertising's strong suit is a better
sense of accountability, the watchword of the day for marketers,
who say they can learn in real time whether a message or interactive
elements are effective. Basically, advertisers can see whether someone
clicked on an ad and bought something. "You spend a dollar,
and you know what you get for it,'' said Stuart.
Overall, marketers are increasing their spending
as the economy improves. In a survey released Monday, CMO magazine,
a marketing trade publication, found that 74 percent of marketing
executives anticipate spending more this year. Fifty percent will
spend more on advertising and 47 percent will increase interactive
marketing, the survey of 543 marketing executives found.
Not surprisingly, there's a flurry of hiring
of Internet-savvy people at advertising agencies. Jonathan Nelson,
the 37-year-old chairman of Organic Inc. in San Francisco, a Web
site development and Internet advertising agency founded in 1993,
needs to hire more than 40 people, adding to the company's workforce
of 300-plus. Organic, a unit of Omnicom, needs creative directors,
business development managers, production artists and more at offices
in San Francisco, Los Angeles, New York, Detroit and Toronto. Nelson
would not comment on a published estimate the company had $52 million
in revenue in 2004, a 21 percent increase over 2003, putting it
in 16th place among the top 50 interactive agencies.
Interactive agency EVB, which in 2004 had
25 employees and now has 40, has eight job openings and needs to
find new office space. The growth pattern is seen throughout the
The supply of talent is short in part because
so many people were driven from the industry after the dot-com implosion,
and it's a specific field. The demand is exhilarating for Internet
"What a ride,'' said Nelson, who at
the peak in 2000 had 1,200 employees with several offices overseas.
"We went from a couple of card tables in a bedroom to going
public, being worth billions of dollars, nearly crashing, and here
we are growing like mad again,'' he said.
There's something different this time, however.
There are substantial clients with business plans to show ad agencies
-- something you can hold, read and understand -- compared with
many incomprehensible and shallow get- rich-quick, Web-based schemes
of a few years ago.
Organic's major clients include Daimler Chrysler,
Washington Mutual, Fox broadcasting and films, Sprint, and Sirius
Satellite Radio. "We have seen every one of our clients increase
(spending) by over 100 percent in the last year,'' said Heidi Browning,
Organic's media director.
A turning point, said Browning, was making
the case that the medium is an effective branding tool as well as
a direct marketing vehicle, and marketers' realization they can
directly reach core customers via the Internet.
"Marketers are beginning to think, 'Maybe
my TV dollars are not as effective as they could be. Maybe I can
start shifting my dollars to other mediums to capture that audience,'
'' said Browning.
Indeed, marketers are beginning to look beyond
traditional ad-supported television programming, given today's media
fragmentation with so many channels available. Said Jim Stengel,
chief marketing officer of Procter & Gamble: "There must
be -- and is -- life beyond the 30-second spot. We must accept the
fact that there is no mass media any more, and leverage more targeted
Robyn Schroeder, a P&G spokeswoman, added,
"One of the benefits of using online as a medium in conjunction
with other forms of marketing is it provides a permission-based
way to offer consumers more information than can be shared in a
30-second television or radio spot.'' She noted, however, that at
P&G, the world's largest advertiser, each brand has a different
percentage of spending on different media.
Organic's Nelson says it will soon be commonplace
for marketers to spend 10 to 15 percent of their marketing budgets
on the Internet. "We've gone from a testing phase to a real
phase to the point marketers are saying, 'I'm going to move significant
dollars. I believe the medium works. It has the right attributes.'
The form of Internet advertising has also
evolved through the years. It all started with the ubiquitous banners,
which were followed by the even more intrusive pop-up ads. Because
the banners and other forms of Internet advertising are a nuisance
to many users, the ad industry is trying to engage visitors in an
emotional relationship, or, as EVB's Stein puts it, "to keep
eyeballs on Web sites a long time.''
When Wrigley recently re-introduced the Doublemint
Twins, EVB built a site, www.doublemint.com, where twins can upload
their pictures and people can come to the site and vote for their
The agency built www.whensheshot.com for
Old Spice, using video shot by the Saatchi and Saatchi ad agency
for a TV spot. In its online form, the ad becomes a forum for viewers
to mix their own music videos and to sell High Endurance deodorant.
America's favorite Internet advertising entertainment
is Subservient Chicken from the Crispin Porter & Bogusky ad
agency in Miami for Burger King. At www.subservientchicken.com,
an actor dressed as a chicken responds to commands typed by visitors
to the site. The chicken can jump on the couch, roll over and do
hundreds of other things, all in the name of the TenderCrisp Chicken
"I need to get a life'' may occur to
some viewers after spending some time on the site. Still, when the
site went up one year ago, people stayed on average nine minutes.
Today, the average visit is seven minutes, said Gillian Smith, senior
director for media and global collaboration at Burger King Corp.
in Miami. The site has had 14 million unique visitors and more than
400 million hits, she sad.
The site cost very little to create, and
it reached the realm of popular culture through the power of word-of-mouth.
It surely has helped Burger King, although
Smith would not release sales figures. February was the 13th consecutive
month of increased U.S. sales at Burger King restaurants open for
a year or more, and sales are up 11.7 percent on a two-year basis,
the company said.
The Subservient Chicken site, said Smith,
"is the personification of (Burger King slogan) Have it Your
Way -- with a chicken.''
Although the chicken has a vast repertoire,
it can be stumped. It can't, for example, find weapons of mass destruction,
said Smith. You give it that order, and it looks like it's trying
to lay an egg. "We need to re-program it, '' Smith said.
Online ad spending
Although Internet advertising is on the rise, as shown in the bar
chart to the right, it still represents a relatively minor portion
of all advertising, as shown below.
1996 $267 million
1997 $907 million
1998 $1.9 billion
1999 $4.6 billion
2000 $8.1 billion
2001 $7.1 billion
2002 $6 billion
2003 $7.2 billion
2004 $12.3 million
Interactive Advertising Bureau / San Franciso Chronicle
Continues to Lead Online Advertising Recovery
Keyword search has continued
to demonstrate its potency as the lead indicator of growth for the
overall interactive ad industry, accounting for 31% of total ad
revenues for the second quarter of 2003 - more than tripling its
stake over Q2 2002 and rising nearly 13% in total ad revenues over
Q1 2003. Internet ad revenues broken down by ad format:
Percent of Total Ad Revenue
Display Advertising (Formerly Banners)
22% 2Q 2003
32% 2Q 2002
11% 2Q 2003
24% 2Q 2002
18% 2Q 2003
15% 2Q 2002
31% 2Q 2003
9% 2Q 2002
4% 2Q 2003
8% 2Q 2002
3% 2Q 2003
3% 2Q 2002
4% 2Q 2003
4% 2Q 2002
6% 2Q 2003
3% 2Q 2002
1% 2Q 2003
2% 2Q 2002
Read the full press
Date: November 10, 2003
Source: Interactive Advertising Bureau
Startups Turn to Paid Search for Results
The days of dissing online
advertising are officially over. Banner ads that didn’t
pay off in the recession led many to believe the entire medium
was a non-starter for advertising.But no more.
Paid search has taken up
where banner ads left off and sent ad revenues through the roof
as advertisers and AdWords alike continue to see record sales.
One tech consulting outfit,
Forrester Research, expects search-based advertising spending
in the United States to grow by a full 47 percent to $2.8 billion
next year from $1.9 billion in 2003. This is a marked increase
surpassing any other available category in the online marketing
Perhaps the biggest reason search is doing
so well is that it responds directly to the consumer demand, as
well as the areas immediately adjacent to the search term. This
not only allows advertisers to position for a targeted search for
a product or sevice, but brings in many more who are thinking along
those lines, using closely related search terms. Thus, surfers looking
for stationary may also latch onto the idea of buying ink or paperclips.
In this way, targeted searches can also include a range of auxillary
products and services that also meet a consumer’s immediate
One of the most obvious benefits
to paid search is that it sells itself, reducing ad budgeting to
a minimum per lead, often for as little as a few pennies each. So
what online business isn’t likely to benefit from paid search?
That’s a serious question more and more advertisers are asking
Read the full article here.
Date: December 29, 2004
Search Engine Marketing:
Why We're Steering
Our Customers Right
Recent research shows that approximately
32% of all current search traffic is
handled by Google, with a whopping 26% of
the remainder handled by Yahoo's search networks, such as Overture.
These are followed by AOL and MSN respectvely. This research shows
that Google, while the search leader, does not account for a lion
share of the search campaign pie by itself. Thus, your search campaigns
should take account of these factors with a solid SEO. We utilize
in-depth research in our initial marketing consultations with our
clients, as well as in the execution of our creative, technical
and campaign management services that generate RESULTS.