Internet Marketing Weblog
Julian Sharpe | 9:54 am | September 3, 2008 | Google, MSN, Mobile, News, Search Engine Optimisation (SEO)
Google has now moved into the browser market taking on Microsoft only area of true dominance with the launch of Google Chrome, an open-source web browser.
The new browser is released in beta initially and claims among other features to offer the following browser improvements.>
Improved protection from rogue sites>
Improved speed and responsiveness>
More powerful JavaScript engine to power web applications not possible in existing browsers.
Google Chrome has been created using components from both Apple’s Web Kit and Mozilla’s Firefox and the code has been made open to all to harness the power of the development community a kind of Kit car browser is you like. It will initially launch for Windows, with Mac and Linux versions to follow.
The launch of the browser follows on from Google’s previous moves into the operating system market in mobile with Google Android and the document processing market Google Docs, which as expected is challenging Microsoft’s Windows for Mobile and Microsoft Office core products.
First impressions do show a much quicker browser although some comments have been made in regards to imagery issues, but here at Lakestarmedia we will test away and let you know our thoughts on the Chrome browser.
Garret Cunningham | 3:52 pm | September 2, 2008 | Affiliate Marketing, Online Media Planning (OMP), Pay-Per-Click (PPC), Search Engine Optimisation (SEO), Tracking
Tracking visitors from their arrival on your website through to their departure is an essential component of any online marketing campaign.
It is only through effective analysis of this information campaigns can be improved and developed to grow the performance and improve the user experience.
A few of the key factors we can determine from the use of an effective tracking system include:
· Which keywords generate the highest Return on investment (both sponsored and natural)
· Which external websites drive the most traffic and revenue for your site (including search engines)
· Number of visitors to your website
· Average length of stay on your site
· Which pages result in the highest number of visitors leaving your website (may help identify pages with errors)
· Visitors trends, showing correlations between new visitors and returning as well as the impact of each media channel on the performance of others
Various tracking options
There are many tools available which can provide these functions individually, but few which operate as a complete service.
The suitability of each tracking tool also depends greatly on the needs of the campaign.
For example, to only track a Pay per click campaign running on Google, Google conversion tracking would suffice, however this would not help with measuring user experience or any other media channels.
Google Analytics
For in-depth Website analytics, which would provide a valuable insight into user experiences, search engine performances and traffic levels for your website, Google Analytics can be very effective, as this provides much of this information as standard, but also has the opportunity to expand on the standard services to then include e-commerce information relating to products sold and the revenue generated.
Another benefit is that it is free!
Lynchpin
For a more simplified view of the performance of each media channel we recommend a tracking tool such as Lynchpin, which as opposed to providing website analytical information, focuses on sales and revenue for each media channel.
This tool can also provide an overview of the impact of each media on others, giving an idea of which channels generate new visitors, and then through which channels they return again in the future.
Costs start at around £400 per month.
DoubleClick
Probably the most efficient performance measuring tool which provides similar information is DoubleClick.
Again this operates as a revenue and sales reporting tool as opposed to analytical data, but offers even more in-depth information than most other reporting tools.
DoubleClick is especially effective for media campaigns covering many channels and especially when integrating Online media Planning.
It is especially effective for Online Media Planning as this is a channel most commonly associated with building brand awareness, but not directly generating a return on investment.
With a tool such as DoubleClick not only can the direct return on investment be measured, but also the indirect.
The key differentiating factor with DoubleClick is the use of the post impression cookie. This allows the tool to not only track users who click on a link, but also those who have simply viewed a banner ad, giving a better reflection of how effective the brand building exercise is performing.
Costs are more complex and include a set up fee and then it operates on a CPC basis depending upon your traffic levels.
A few things to consider
When deciding which tool is most suitable to match your campaign needs it is important to take into consideration a number of factors:
· What information is needed
· The level of detail required
· Which key performance measures are most important to your business and how these need to be split out
· And finally what level of investment you are prepared to commit to, as the price of these tools vary greatly
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