Transcript Industry news

Industry news
Overview
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Objectives
Brief overview of the industry
Why it’s important to know what is going on in the industry
How to keep up to date – tips/suggestions
An overview of each industry news site with examples
Summary
Objectives
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Give you a guide to each of the main industry websites
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Enable you to effectively seek out relevant information
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Gain a basic understanding of the media industry as a whole with a deeper
understanding of how search plays a part in it
Introduction
Introduction
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Search Engine Marketing (SEM) is part of the Media Industry
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The Search Engine Market is a fast paced industry which changes on a
regular basis
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It is important to have up to date knowledge of the industry in order to
keep ahead of the game and to have a rounded knowledge of the whole of
the industry
Industry News
Check industry websites on a
daily basis
Subscribe to industry sites
newsletters
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Find information on news, stories,
search tips and search ideas
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Information straight to your inbox
on a regular basis
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Get an overview of all aspects of
the media but particularly paying
attention to updates on search
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Sign up to receive daily or weekly
alerts
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Inform colleagues of any
important/relevant news stories
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Monthly newsletters
Industry News Sites
Industry News Sites
URL: http://www.brandrepublic.com
What do they cover in their site?
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News
Research
Commentary/analysis on news stories
Archives
Reports
Case Studies
Forum
Blog section
Search tips
Statistics
Job section
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Industry News Sites
Background
• Part of Haymarket Publishing
Available Online/Offline?
• Brand Republic and home to ‘Campaign’ magazine and ‘Marketing’ magazine on the web.
What do they specialise in?
• Advertising, marketing, public relations and new media
What is included on their site?
• 40 news stories a day
• Archive of 250,000 news stories
• Advertise over 2,000 jobs
• Top five industry advertising and media stories online by 9am
• Covers news on: Advertising, Creative, Design, Digital, Direct Marketing, Marketing, Media
and PR
• Insight with analysis and comment
• Statistics to back up business cases
• Monitoring competitors
• Basic ‘how to’ guides for the entry-level end of the market
Example news story:
• Google beat
Microsoft and Yahoo!
to supply search
services for the
social networking
site MySpace.
Industry News Sites
URL: http://www.mediaweek.com
What do they cover in their site?
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News
Research
Commentary/analysis on news stories
Archives
Reports
Case Studies
Forum
Blog section
Search tips
Statistics
Job section
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Industry News Sites
Background
• US based publication
• Affiliate sites- Adweek and Brandweek
Available Online/Offline?
• Mediaweek is an extension of Mediaweek magazine
What do they specialise in?
• Provide insight, news and analysis on the media industry.
What is included on their site?
• Top 10 directories for: consumer magazines by circulation, daily newspapers by
circulation, cable TV networks by subscribers, all broadcast TV networks, radio
networks by audience, and web brands by unique viewers
• Affiliate site Adweek provides job search facility and CV workshop
Example news story:
• Google report
click fraud
auditing firms
are estimating
incorrect data.
Industry News Sites
URL: http://revolutionmagazine.com
What do they cover in their site?
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News
Research
Commentary/analysis on news stories
Archives
Reports
Case Studies
Forum
Blog section
Search tips
Statistics
Job section
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Industry News Sites
Background
• Launched as a monthly magazine in June 1997 by Haymarket
Publishing to help marketers learn new strategies for business success.
Available Online/Offline?
• Weekly magazine and regularly updated website
What do they specialise in?
• Digital economy
What is included on their site?
• Provide news, features, reports, case studies and in-depth analysis
• They aim to place digital economy in context in an overall business strategy including:
• Information on marketing and promotion
• E-commerce
• Supply chain management
• Customer service
• Internal communications
• Data management
Example
commentary:
• Commentary
from Dan Clays,
MD at Quantum
Industry News Sites
URL: http://www.seroundtable.com
What do they cover in their site?
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News
Research
Commentary/analysis on news stories
Archives
Reports
Case Studies
Forum
Blog section
Search tips
Statistics
Job section
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Industry News Sites
Background
• Report on the most interesting threads taking place at the SEM (Search Engine
Marketing) forums and provide a synopsis of threads.
Available Online/Offline?
• Only available online
What do they specialise in?
• Search Engine Marketing
What is included on their site?
• Relevant/interesting threads
• Synopsis of threads
• Single source to locate interesting SEM threads
• Cover 11 different SEM forums daily
• The reader has opportunity to submit threads they would like to be reviewed
Example forum thread:
• PPC Fraud
• Are we resigned to
accepting it?
• Google and Yahoo
seem to have no real
incentive to combat
problem
Industry News Sites
URL: http://www.searchenginewatch.com
What do they cover in their site?
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Commentary/analysis on news stories
Archives
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Job section
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Industry News Sites
Background
• Replaced “A Webmaster's Guide To Search Engines” created by
Danny Sullivan
Available Online/Offline?
• Online only
What do they specialise in?
• Search Engine Marketing
What is included on their site?
• Contains news stories, blog, and a forum where users can discuss issues with other users
• Provides search tips, resources ratings, statistics and listings to help improve your
searching techniques.
• Explains technical side of search engines-how things work and how well they work
• Committed to tracking search engine news, important changes, and providing quality
information about these tools
Example news story:
• Understanding searcher
behaviour is important-it
can help maximise value
and effectiveness
• Searchers interact with
Search Engines in different
ways
• 35% of online shoppers
reported loyalty to one SE
• 53% used two or three
SE’s
• Only 10% used 4 or more
SE’s
Industry News Sites
URL: http://www.search-engine-war.co.uk
What do they cover in their site?
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Commentary/analysis on news stories
Archives
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Forum
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Job section
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Industry News Sites
Background
• Search Engine War provide news on Search Engine
Marketing and include categories on Enterprise search, Meta search, Pay per Click,
Search Engine Marketing and Search Engine Optimisation
Available Online/Offline?
• Online only
What do they specialise in?
• Search Engine Marketing
What is included on their site?
The site posts news blogs which users can comment on
• Archives of all news blogs date back to April 2005
Example news blogs:
• Google click
settlement rumour is
not a hoax
• If owed money from
Google and can prove
fraudulent click
activity then can make
a claim
Industry News Sites
URL: http://www.cnet.com
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Commentary/analysis on news stories
Archives
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Industry News Sites
Background
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Part of the CNet company who review thousands of
digital technology products each year including computers,
mobile devices, cameras and camcorders, software, online services and much
more
Available online/offline?
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Online only
What do they specialise in?
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Digital Media including technology, advertising, threats and viruses, wireless,
entertainment, search and financial data
What is included on their site?
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CNet News provides breaking technology, news coverage, features, and special
reports
Example news story:
• UK online advertising
overtakes magazines
•Raked in $2.48 billion
last year
•Is worth 3 times the
UK radio-advertising
market
•Online advertising is
the 4th largest display
advertising medium in
the UK
Industry News Sites
URL: http://www.netimperative.com
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Industry News Sites
Background
• Consider themselves to be the leading UK online publishing company
Available online/offline?
• Online only
What do they specialise in?
• Digital Market
What is included on their site?
• Provide a range of information, research and event services for businesses,
consumers, observers and commentators interested in the digital market
• The company’s focal point is their news section and they send out weekly and
monthly newsletters to keep their readers up to date
• The site also includes information on: market commentary, opinion, features, case
studies, profiles, research and statistics
• All the content is archived and the site has up to 5 years of coverage
Example news stories:
• Agency.com revamp
Sainsbury’s bank website
and create new micro site.
Industry News Sites
URL: http://www.nma.co.uk
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Commentary/analysis on news stories
Archives
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Job section
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Industry News Sites
Background
• Claim to be the UK’s only weekly magazine covering the business of interactive media
Available online/offline?
• Available online and as a weekly magazine
What do they specialise in?
• Interactive media
What is included on their site?
• Provide exclusive news, informed analysis, thought provoking commentary and indepth features
• NMA concentrates on the business opportunities rather than on technology
• Cater for all levels of experience
• Provide online workshops, explain guides and introductions to key areas of ebusiness
• Also provides: a job search function, a research section for all the latest data about
usage of interactive media in the UK, a supplier directory and a list of the top 100
interactive agencies
Example news
-+ story:
• Icstis, a premium
rate service
regulator, to
investigate Big
Brother’s mobile
voting providers
after receiving 2,
700 complaints.
Industry News Sites
URL: http://www.sempo.org
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Commentary/analysis on news stories
Archives
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Job section
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Industry News Sites
Background
• SEMPO (Search Engine Marketing Professional Organisation)
are a non-profit professional association who work towards
increasing awareness and promoting the value of Search Engine Marketing
worldwide
• SEMPO fund advertising campaigns, outreach activities, events and press
Available online/offline?
• Online only
What do they specialise in?
• Search Engine Marketing
What is included on their site?
• Library resource centre including: articles, research, editorials, case studies, links to
SEM tools, newsletters, and educational information and webinars
• Press room- Press releases, SEMPO in the news, and SEM in the news
• Jobs board
Summary
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What the industry is and how search engine marketing fits into it
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Why it is important to keep up to date with the industry
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How to keep up to date
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A brief overview of each news site- who they are and what they offer