Marketing Pilgrim Published: “Yahoo Unveils Top Searches Lists for 2010” plus 3 more |  |
- Yahoo Unveils Top Searches Lists for 2010
- Advertising on iPad: Clean and Simple is Key
- To What Degree Are Reviews Now Part of Google Rankings?
- FTC Online Privacy Report Endorses Do Not Track
| Yahoo Unveils Top Searches Lists for 2010 Posted: 02 Dec 2010 05:40 AM PST
So, drum roll please for the Top 10 searches of 2010 on Yahoo (bingahoo? Ya-so-soft? Microhoo?) and there is the cymbal crash. The list please…. 1. BP oil spill Uggh. Once again this kind of list brings to our attention just how hollow things can be. We are in the midst of some of the worst economic times in generations, there were very important mid-term elections that took place and business has been more in the news for its dirty deeds than its success. What are people searching for though? Mostly cartoonish celebrities covering the spectrum from Justin Bieber to Britney Spears (she's still around?). Taking a look at the infographic below gives some hope that there were other interests in searchers eyes
Yahoo has put together another list this year that they call the Top Obsessions of 2010. They describe the list as
As you can see from the list below, what we search for and what we are obsessed with aren't much different in depth. 1. iPhone 4 So one wonders just how much of the search world is more about escaping the harsh reality of the economy and other things rather than trying to understand it better. Oh well. Hopefully the Justin Bieber of 2011 will be as intriguing as the 2010 version so we can all have something to 'discover'. Here’s to better searching in 2011.
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| Advertising on iPad: Clean and Simple is Key Posted: 01 Dec 2010 05:25 PM PST
In order to test the effectivness of different types of advertising, EmSense hooked 180 iPad owners up to an EEG and eye tracking software then exposed them to ads embedded in different Time Inc. publications on iPad. The system allowed them to track not only visual and motor response to the ads but the emotional response as well. Says Elissa Moses, Chief Analytics Officer for EmSense;
They broke the test into three areas, Visual Attention, Accessibility, and Propulsion. Visual Attention refers to an ads ability to grab a reader’s attention and keep them on the page. Accessibility refers to the ads ability to get readers to go deeper through ‘swiping or tapping.” Propulsion tests the ads ability to take the reader down an interactive path. The results were simple — literally. Simple, clean ads with very little text scored highest for emotional engagement and low in cognitive areas, which, apparently is a good thing. Ads with too many buttons and options confused and frustrated readers which prevented them from following through on the propulsion portion. Can’t have that, can we? The biggest takeaway from UM’s conference presentation is that re-purposing an internet ad for the iPad simply won’t do. The iPad offers brands an opportunity to create a content driven experience. A convergence of creative and media, says a UM spokesperson and that’s something that we’re only just beginning to explore.
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| To What Degree Are Reviews Now Part of Google Rankings? Posted: 01 Dec 2010 03:00 PM PST
The gist of the story is that an online eyewear store was working hard to create ill will with certain clientele who would then write bad reviews of the service. The merchant, who I won't give the benefit of a brand mention or a link, saw that Google was ranking him highly despite these bad reviews and he felt that it was just the exposure he was getting that created a higher ranking. This all despite the fact that most reviews for his customer service and his scare tactics (most people just use lawyers but not this clown) show a borderline sociopath at the helm of this business. So even Google couldn’t ignore this recognition of their apparent lack of discernment that resulted in giving high rankings to a business that obviously was not providing a great service for their 'customers'. Google responded today with a post outlining some new ideas they came up with and probably creating more questions than direct answers but it wouldn't be Google if there wasn't some mystery, right? On the Official Google Blog we read
The post goes on to tell us what Google could have done to prevent this kind of backwards business logic from benefiting a merchant. This includes talk of sentiment analysis (but that would remove many politicians from search results due to negative comments, their words not mine). They could have also blocked the defender but in a rather humorous way they gave a minor hat tip to their aversion of having too many humans spoiling the algorithm with this quote
Translation: That would take an s-load of people and some human consideration and action which is not our strong suit. We don't do the people thing well so let Uncle Algo handle it. So in the end we are left to speculate that Google is utilizing reviews in some fashion to help make the decision of who is naughty or nice wit their business practices. What other way could there be? I'll let Google themselves take us out of here with their cryptic "Here's how we are doing this kinda sorta" explanation. I couldn't do real justice to this one so just read it for yourself.
Good old transparent Google. And they wonder why people come after them with lawsuits from the four corners of the world.
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| FTC Online Privacy Report Endorses Do Not Track Posted: 01 Dec 2010 02:53 PM PST
The report states that industry efforts have been "too slow, and up to now have failed to provide adequate and meaningful protection." The FTC says that current privacy policies, which are long and full of legalize, are confusing to consumers if they can find the policy and they take the time to read it. The report wants to shift the responsibility away from the consumer and on to the advertisers. They call it “privacy by design,” suggesting that companies build “privacy protections into their everyday business practices." The biggest issue in the report is the idea of forcing a “Do Not Track” setting that would leave it up to the consumer to decide how much data they give away on a case by case bases. They recommend a cookie-like setting on each person’s browser that denotes whether they are okay with tracking and targeted ads or not. The FTC does understand that there are occasions where consent isn’t necessary. Says the report:
The FTC takes privacy issues seriously and FTC Chairman Jon Leibowitz made it clear that they "will take action against companies that cross the line with consumer data and violate consumers' privacy – especially when children and teens are involved." The main buzz word here is “transparency.” The FTC wants to make sure that consumers understand their right to privacy and that they’re given simple instructions for how to exercise those rights. Sounds reasonable, but will it be enough to derail the practice of targeted ads or is it unlikely that many consumers will take advantage of the Do Not Track option out of pure indifference? Public comments on the report will be accepted until January 31, 2011. To file a public comment electronically, you may click here and follow the instructions.
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