Marketing

It is necessary to obtain traffic, this traffic transforms in impressions and these impressions in money, it is as the mass media survive.

One of the best routes of obtaining traffic to cost for click equally 0 is by means of the organic position in searchers (CATHEDRAL). It is for it that the principal mass media every time dedicate more efforts in obtaining traffic proceeding from the searchers.

But inside obtaining traffic, there are subject-matters that "move" more searches and therefore they generate more traffic than others. One of these subject-matters Top is the sex.

It seems that ours two : , princiapales mass media elmundo and elpais (there is no linkage definitely) they have found a good traffic focus in this subject-matter, if not here you have the examples:

- Sex of: elpais #1, elmundo #5
- sexes: elpais #7 and #14, adn.es #11, lavozdegalicia #20.
- of prostitutes: elmundo #18
- prostitutes: 20minutos #2, elpais #7, lavanguardia #11, adn.es #19, publico.es #20.
- sex not: 20 minutes #2, elpais #4, elmundo #6
- orgasms: elmundo #7, abc.es #9,
- sex men: elmundo #15.
- movie porn: elpais.com #12, elmundo #14.
- of bottom: elmundo #5.
- The first time sex, 20minutos.es #10, elmundo.es #12.
- Sex in the bed: elmundo #8 and #9.
- madrid sex: elmundo #8,
- sex quite: elmundo #11.
- telephone sex: elmundo #12

Would it be necessary to pay more, equally or less for promising to be on pages which traffic is got for these key words?

Before the "escape" of different means of the audotiría of OJD and of the measurement of Nielsen, I believe that we must bring in all the parts related in the publicity to do a serious reflection, because we are not speaking about 4 minor means, we are speaking about means that move a lot of money, impress many and with a wide tradition and trajectory commercializing his contents.

We might enter if really the information offered by OJD/Nielsen is useful:

For my point of view they are very useful but, in an environment where they had many other supports and not only mass media, there would be necessary a tool that really was helping me to plan my campaigns. A tool that was unfolding me the users, that he was saying all the traffic to me has proceeding from searchers, direct traffic, new users and appellants, … a tool that helps me to optimize the campaigns of my advertisers. To today OJD/Nielsen does not offer it.

But really is a tool of this type necessary?

Flatly yes.

For whom would this tool be useful?

For 10 % of the planners. I believe that nevertheless I have been an optimist. Gentlemen, let's not deceive, how are the campaigns of “banners“ planned? To the buy to “bulk of impressions“. To that the advertiser begins demanding to obtain certain quality impressions, "rankeadores" of traffic as Site Census is at present OJD +, etc, they will not serve to me for anything, with the current information that are offered, as well as the work of many faced to the buy wholesale of impressions will be completely useless.

OJD+Nielsen have a serious problem of sum of traffic of networks that are not of property of the client, that if any of them boast of “getting it” to the OJD taking into account traffic that is not, etc.

This is "spam" for today famine for tomorrow.

Where do I go, the thief always goes ahead of the police, we all know this; does the virus always go out firstly and later the antivirus, is the OJD for it a bad system? Sincerely, I believe that not.

But remember a thing, the pitfalls are ILLEGAL, if we all do pitfalls really the one who loses is not the OJD because late in detecting them, if not the sector.

In my case, in certain occasions do I buy impressions for certain clients, if I know that a way is adding traffic thanks to a legal gap in the OJD regulation (according to my criterion), do not I buy impressions in this way, why do others do it?

It is not important for all of us to gain a party for unjust penalty, but nobody likes losing it; porqué do we have to do pitfalls and blame the umpire? is not he the "delinquent" the one that does pitfalls?

The same way I remember that at least in the OJD, Nielsen the desconzco, it is formed also by the means in his committee, someone it will be these means that do pitfalls.

Where must it improve the alliance OJD/Nielsen?

To be much more rapid, we are in an extremely dynamic sector, turning the similar football supporter, the umpire cannot be obese or have on weight, must be in form, to be rapid and to take decisions agreed with the different sectors quickly. As well as communicative, the silence conceals things, be already truths or lies, major communication. Google has a blog of his principal hardware, idem for OJD/Nielsen. Rapidity, communication and transparence.

And to all this Google Adplanner keeps on offering very useful and free information!!

Logically because Internet is already a reality, we are in that many entrepreneurs to initiate his business . But we can be in situations in which the only thing that is known of Internet user is at level.

Logically what the entrepreneur sees is that they have a big part of the population Internet at home and that every time they are afraid about buying , as well as low creation costs, therefore it makes of Internet a very attractive way be thrown where.

But before be throwing, it is necessary to document a little enough, in the sense of:

- Who does my web?
- Where do I buy a domain?
- Will I be able to sell my product ?
- If it is a product, as I am going to distribute it?
- Who is my competition ?
- When does it have my web, which is what I have to do?
- How and, given that I am going to promote my web?
- …

Internet as business is substantially different from the perception that we have like user, it is like competing to Navidul, taking as an experience to be a cured ham big eater

A business , although there are less entry hobbles, does not stop being a business with which we can lose money if we have not researched very well previously.

It were much of you that you were already saying it: "do not rely on google“, … I remember in the last OME in Barcelona, in the round table of CATHEDRAL, like Ismael Elqudsi towards a comparison between Google and the Nazi as humor, but that it had an important reality load.

I have always defended Google from the point of view that has created jobs, or there is help immensely in the development of these jobs, I believe that the CATHEDRAL or the analítcaweb or the PPC is what is thanks to Google.

More than once in some meetings I have mentioned persons in charge of marketing: Would you base your commercial strategy of an indefinite way on me, person that I can send to you thousands of visits qualified a day to your site? the answer is unanimous, surely not, temporarily yes. Since the same happens with Google.

Would you base your commercial strategy to sell in your site in the CATHEDRAL or in the PPC of Google?

I will help you to answer
As I see it and with the experience, he would say to you that he presses google, it tries posicionarte, have good campaigns in adwords based on the ROI, we must not forget that google is the principal traffic source in Spain, but he presses even more loudly your mark.

Must your business depend the possible minimal thing of external situations to your company, that is to say, a change of algorithm in CATHEDRAL, increases of exhorbitant CPC, … These two situations are re-ally, they are happening today, but that entry fee would happen if google began to receive one to be able to use the adwords platform? what would happen if one of the criteria of position was the invoicing, …?

If you are working your mark and do that the users relate it closely to your product, you can depend less google or the searchers. I do not say that you close the faucet in cathedral or ppc, what I say is instead of “winning so much” that re-invests a percentage of this comeback in mark.

We have discussed often that if the banners do not work, that they do not sell, that are not profitable, … we have Always come to the same conclusion when for example they are compared with search strategies: they are very different things and the user when clicka in an adtext of a serp to when clicka in a banner in a blog it realizes different actions.

But we must bear much in mind, especially those that we devote ourselves to mount the marketing strategy basing on the analytical web, it is to know how it takes into account analytics a sale.

I am not going to begin to explain it, it is blogs that already explains it perfectly, but I want to break a spear in favor of all those promotion means that are not google or searchers.

We must see and detect that immense most of the sales appellants are produced by users, we can be speaking about more than 90 % of the sales of a site they are produced by users who at least have entered two or more times our site.

If we realize a banners campaign without accompanied by absolutely no type of promotion, not newsletters nor search, we will see that although we obtain certain traffic proceeding from these banners, in a majority of cases we will see that they have not sold and very probably these sales have "gone away" to CATHEDRAL, especially to branded keywords.

The first conclusion that we might extract is that the banners do not work and the searcher yes, average error!

The searcher works why it has been the last one to obtain the sale and therefore the last cookie is the one that takes the sale, but if the user has not passed earlier for the banner, be already clickando or seeing it, this sale had not taken place.

We must be capable of forming our measurement tool so that I say to us until point true of marketing campaign really works or not, attributing a percentage of the sales not in its entirety to the last cookie, her being distributing between the rest of supports that have taken part in the attainment of the same one.

In case of throwing a site and trying to live of him, to manage advertisers or if we are a company that we commercialize the products of others, as the measurement is mounted at present, it is equal to have mark, a good site or any extra cost that you can imagine, you must face your web project in trying to be the last cookie before the sale.

First you must be capable of taking into account the sale facing your "seller" and once obtained you will be able already to "be too tight" to obtain better conditions (you would publicize, of sale, …)

Before the inclusion in the Draft of Law of sustainable Economy of legislative modifications that they affect to the free exercise of the freedoms of expression, information and the right of access to the culture across Internet, the journalists, bloggers, users, professionals and Internet creators we show our firm opposition to the project, and declare that …

1. - The copyright cannot be located over the fundamental rights of the citizens, like the right to the privacy, to the safety, to the presumption of innocence, to the effective judicial tutelage and to the freedom of expression.

2. - The suspension of fundamental rights is and it must keep on being an exclusive competition of the judicial power. Not even a closing without judgment. This draft, against the established in the article 20.5 of the Constitution, puts in hands of not judicial organ - an organism dependent on the department of Culture - the power to the access to any web page prevent the Spanish citizens.

3. - The new legislation will create juridical insecurity in the whole Spanish technological sector, harming one of few fields of development and future of our economy, obstructing the business undertaking, introducing hobbles to the free competition and slowing down his international projection.

4. - The new proposed legislation threatens the new creators and obstructs the cultural creation. With Internet and the successive technological advances there has been democratized extraordinarily the creation and emission of contents of all kinds, which do not come already prevalentemente from the traditional cultural industries, but from multitude of different sources.

5. - The authors, like all the workers, have right to live of his work with new creative ideas, business models and activities associated with his creations. To try to support with legislative changes to an obsolete industry that he cannot adapt himself to this new environment is neither just nor realistic. If his business model was basing on the control of the copies of the works and in Internet it is not possible without damaging fundamental rights, they should look for another model.

6. - We think that the cultural industries need to survive modern, effective, believable and accessible alternatives and that are adapted to the new social uses, instead of limitations as disproportionate as ineffective for the end that they say to chase.

7. - Internet must work of free form and without political interferences protected by sectors that obsolete business models try to perpetuate and disable that the human knowledge keeps on being free.

8. - We demand that the Government should guarantee for law the neutrality of the Network in Spain, before any pressure that could take place, like frame for the development of a sustainable and realistic economy facing the future.

9. - We propose a real reform of the right of intellectual property faced to his end: to return to the society the knowledge, to promote the public domain and to limit the abuses of the managing entities.

10. - In democracy the laws and his modifications must be approved after the opportune public debate and having consulted previously to all the implied parts. It is not of receipt that there are realized legislative changes that they affect to fundamental rights in not organic law and that it turns on another matter.

IT NOTICES: This manifesto was written jointly by journalists, bloggers and Net users, in a marathon meeting during yesterday evening - afternoon. If you agree, it spread for all the routes that you could.

Recently I have acquired a portable ASUS, specifically this one. For the time being I am very satisfied an excellent battery autonomy, more than 7 hours, testeadas! Precesiamente for his autonomy of battery, design and reliability of Asus, in my case, has never trumped me, I ended up by buying.

The portable one was coming with Windows Seen Home Edition, with the possibility of realizing an Upgrade to Windows 7 for 20€ (or dollars, now I do not remember) by means of Asus.

As Windows Seen was not inspiring too many confidence, I praised myself for doing with the W7. In fact, everything is necessary to say it that the sight was not going completely badly, me encataba that in less than 5 seconds the portable enclosure was already.

What I have not liked of Asus is that, as I have commented to you, I requested Asus the W7, for the portable one that I have, therefore Asus knows perfectly to portable what he is sending this update.

Porqué do I say this? Simply why does this model have neither reader of CD nor DVD, and that you do not foresee under that support has sent the W7?

Really in DVD.

Pero Señores, do not you know that this model they do not have DVDs reader? how do I install it?

Very well, patience, since they have not "fallen down" in sending it to me in USB, I will look in the instructions to see as I mount it to myself to spend it to an usb and to install it.

Surprise!!! there is not instructions! when I say that there is not, it is that there is not either in English or in Castilian.

So I had to resort (like not) to twitter.

Thanks to @durky this one recommended to me software of Microsoft that does that your USB (more of 4GB) serves to you to be able to install: Software to Install W7 in USB

Also @daniel_julia he recommended this page with the same intention, but it seems a little more complicated: Installing W7 from more complicated USB

In the end I happen to you to tell how I have installed Windows 7 from USB:

1. - I have created an image of the DVD, with a software of recording of CD/DVD
2. - As soon as the image of the DVD was created you spend it to your USB. He remembers that you will need more than 4 Gb.
3. - Later you spend the image of your USB to portable you and leave it for example in the office.
4. - Later we unload Daemon Tool. It is a software that what it does is to emulate a reader of CD or DVD. Thus it is as if we had a reader without having it. To unload Daemon Tool.
5. - Once Installed, we execute it and "Mount" the image.
6. - It would be necessary to open the Autorun screen and it is already made

I advise you to initiate the installation with the portable one being loaded on the electricity, first why the hard installation several hours and second, the installation system already warns you that you connect it to load.

If you see that what I have realized you does not work, unfortunately I cannot help you why I am not technical. I do this notice if you allow a comment, to inform you that it is very probable that he could not answer you.

I hope that it should have served to you as help

We continue to returns with the topic of the quality traffic, and that is what is understood by quality traffic.

Normally when you are going to sell some service of generation of traffic, the client, be heard one the frasecita of “obtaining quality traffic”, the first thing that it releases is that it is precisely this what he wants. The problem comes with the forced question of: "What is what you understand for quality traffic?” Typical answer: "The traffic that he buys“.

We can understand for quality traffic, the traffic proceeding from searchers, for example, if we use keywords that they have direct bearing on our activity, the user is clear that that clicke in our announcement or it is interested in gathering information or in buying.

But, and if he does not buy? and if he does not buy in 5 following clicks? does it stop being a quality traffic?

We must realize very well that the users, before deciding to buy in any site, will visit us several times before deciding to realize the buy. Therefore, according to the definition of traffic of quality commented previously, to obtain quality traffic we will have to happen for obtaining traffic that is not of quality.

This is regarding the concept defined previously of erroneous form, logically the first one like the second one is of quality so much.

But, and if we understand like quality traffic, that traffic that keeps on sailing in the web once does the user come to our web? Namely all that traffic that is not inside the bounce rate.

Then we might even to live out-of-google, or what is the same without happening for google:S
If we are capable of generating traffic of alta+baja+media+detoda quality in our site at a very low price, when we normalize the cost to this traffic of “out of Bounce Rate” the cost for visit can be very lower than what receives google from us.

Many of the programs of affiliation do not allow the affiliates to be able to use PPC campaigns, pointing these straight at the web of the advertiser. Namely if we exploit the Apple program, Apple does not allow to do Adwords or Y! SM with landing page the same apple web.

What is not prohibited (logically) is that we have a web or a special products landingpage apple and create PPC campaigns with landing pages / sites of our property.

In case you manage an affiliates program, that is to say, if you are the one that is in charge of managing the campaigns of Vueling, Lastminute or the one that is, will you have to bear in mind that the affiliates, if they have between eyebrow and eyebrow to use the CPC to sell, are going to do it and they will do it trying that you do not find out, how? simple:

1. Programmed biddings: Programming the campaigns so that they are activated out of the office hours. This way if you want to hunt them or do overtime or the fighters from house.

2. Geolocalización: If the network of affiliates and/or the advertiser is in Madrid, a PPC campaign will consist of creating for the whole Spain less for Madrid (+ corresponding cities).

3. I filter through IP: If you know with that IP (or status) goes out from the Network of Affiliates or from the advertiser, you can do that your announcements do not appear for certain IP's.

4. Tracing the announcements of your advertiser: Namely if you exploit lastminute, copy exactly his announcements. This way Lastminute (or the program that should be) will think that the announcement that is seen is of them and not yours. It will have to click and see like load the redirect of the network of affiliates to detect it.

From here that each one takes the information as it longs for him, if you are an advertiser, already you know what they can do to you, and if you are a support, somewhere here you can have a route to obtain sales.

As support remembers that if they catch you, the generated sales can be annulled, since it is a fraud!

It is very probable that many of v/nosotros we realize plans / actions for the next year. Like interjection, he remembers that to say “we will do a blog” this way to the dry seasons is not the most suitable thing if you want to suit

Independently of the actions that querramos to throw the next year, from the position encourages CATHEDRAL, like a lasting joint action of CATHEDRAL + PPC, brand's actions with his correspondents KPIs that we will notice to see that such us her work campaign, there is a pair of variables indispensbles, the first one very probably much used by you, but the second one not so much.

The first one, of course the ROI, if we do not manage to determine in the plan that we have to present that we hope to obtain in return possibly knock down it to us.

The second one, who thought indispensable for the success , especially if a growth is needed, let's call him an explosive, it is as we will use the cash flow or cash flow.

We can realize a plan which consists of doing thousand and drive one, all of them to a certain cost, the entire sum of the cost can become something sea, logically if the yield of the actions compensates it, it should throw itself for ahead, without fear, since we base our philosophy on the ROI. But what happens when we say our Superior or CEO:

- To do all this we will need 1.333.359 euros!!

Do you imagine? I believe that more of one if this number says, the following tail that it does is that of the INEM.

But if we accompany it to this number with something like that a report of the investment in marketing will go out of the proper one I GNAWED we will be that the comeback of the investment of the month 1, there will help us to finance part or his totality of the investment in marketing of the following month, and this way successively; being able to come at a level of control that would consist to base our marketing strategy , especially the faced one to results, on the ROI of the previous day / week / month.