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Squaring Up: A Closer Look at FourSquare

The location-based social network FourSquare has really divided opinion among users and even raised security fears with the launch of a spoof website. FourSquare also offers opportunities for marketers to tap into members in their area, so New Media Knowledge decided to get the views of a leading Internet marketer to evaluate the pros and cons of FourSquare.

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Facing Up: How to Create Successful Facebook Groups

The population of social network Facebook now exceeds all countries apart from China and India, yet the vast majority of Facebook groups fail to amass a following of more than one thousand. With social media fast becoming part of mainstream marketing, New Media Knowledge sought to find out exactly how companies could benefit from Facebook groups.

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SDL Tridion Case Study: Virgin Money

Virgin Money, a financial service company which is part of the Virgin Group, was launched in 1995 using a call centre to field customer enquiries. In 2000, as adoption of the internet gathered momentum, Virgin Money spotted the potential of using a website to provide potential customers with information and the ability to order products, and so virginmoney.com was launched. Over the past two years, Virgin Money has made a strategic push to move its customer base away from telephony and onto its website, where it is able to communicate its product range and brand more effectively.

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Ignore search marketing at your peril

By: NMK Created on: November 6th, 2006
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A report released this week by Advertising Age indicates that 80 per cent of internet traffic begins at a search engine and that 41 per cent of web users use search engines to navigate the web. Marketers can ill afford to disregard such statistics.

A report released this week by Advertising Age indicates that 80 per cent of internet traffic begins at a search engine and that 41 per cent of web users use search engines to navigate the web. Marketers can ill afford to disregard such statisitcs.

Last week's news that Google was well on its way to take over Channel 4 in the league of revenue gained through advertising, wasn't initially that shocking. Google's name has been everywhere in the last few weeks. Yet stop for one moment and think: an internet company based in the US is expected to make more money than a UK television company with several channels to its name. An internet company, whose ads can cost from just a few pounds, is going to make more money than a television company whose cheapest adverts can cost thousands of pounds. What’s going on?

The news is just one element in a huge shift in the advertising industry, that has some scratching their heads coming to terms with the situation. Done correctly, search marketing can provide more feedback about your customers than most television advertising. Granted, text adverts aren't very pretty and pay-per-click advertising never feels that far away from a classified ad. But as an advertising medium it is flexible and offers a very low spend entry-point. Add to that the ease in which campaigns can be tweaked and you have an attractive and powerful marketing tool. Yet, how many marketing departments have information at their finger tips telling them the top search categories, or essential information regarding the search engine companies that you are about to invest a percentage of your precious marketing budget in?

It is for this reason that the fact pack on search marketing released by Advertising Age this week could come in handy. Although it focuses on the US, the information within the report is essential reading for anyone wanting to get more acquainted with search marketing and how it can best be harnessed to help you reach your customers.

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