Global Search Engine Marketing & Social Media News And Analysis » Sante J. Achille

European Interactive Advertising Association Report Dec. 2010

Sante J. Achille — Tue, 21 Dec 2010 11:47:35 +0000

The European Interactive Advertising Association has published the EIAA European Media Landscape Report Summary, December 2010.

The key findings of the report include:

521m 16+ year old people in the 15 European countries sampled
According to EIAA’s latest Mediascope Europe study 76% (396m) of all 16+ year old people across 15 European markets surveyed use different media simultaneously with almost a third (30%) using the internet whilst they watch TV
A third (33%) of Europeans cannot live without the internet, equal to the percentage of Europeans who claim they cannot live without TV
54% (279m) of Europeans use the internet in a typical week spending 12.1 hours online
16‐24 year olds use the internet more frequently than they watch TV – 79% of this younger demographic use the internet between 5 and 7 days each week while 76% watch TV as regularly
More than 8 in 10 (83%) online Europeans use a broadband connection and over half (52%) of these broadband users are wireless
The most popular web activities amongst all European internet users include;
- email (76%), communicating via social networking sites (45%)
- instant messaging (40%)
- watching film, TV or video clips (32%)
- contributing to ratings and reviews (27%)
71% state that as a result of the internet they are staying in touch with friends and relatives more, half (50%) have chosen better products or services and 47% are better able to manage their finances online
55% of European internet users actively change their mind on what brand to buy after online research

Other relevant information provided in the report:

51% access the Internet on a PC
14% access the Internet via a mobile device
43% watch or downloading films and video or stream TV
80% of the population in Norway Sweden, Denmark and the Netherlands access the Internet at least once a week, with the European average fixed at an estimated 54%

Source: http://www.eiaa.net/

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Buy Tourism Online 2010, Florence – Italy

Sante J. Achille — Wed, 17 Nov 2010 09:48:05 +0000

Buy Tourism Online (BTO) kicks of tomorrow at Stazione Leopolda in central Florence – a 2 day web marketing event with a focus on the travel industry – an opportunity to discover trends and opportunities of the Italian travel sector.

Live coverage of the event in English will be available on my search marketing blog and via Twitter with the hashtag:

#btoeng2010

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Statistics on Internet Usage in Italy September 2010

Sante J. Achille — Mon, 15 Nov 2010 08:54:09 +0000

Audiweb published a new report new on Internet usage in Italy based on data harvested in September 2010:

32,9 million Italians between 11 and 74 are now connected to the Internet “on a permanent basis” i.e. from “anywhere” with “any device”
during the last year mobile internet access has increased 26,1% reaching 11% of the active population
during the month of September 2010 24 million Italians surfed the web at least once from a PC
Domestic use of the Web increased by 14,3% now reaching 12 million families – approximately half of those with at least one family member in their 70s and have access via a computer (personal, company owned, or television)
67,8% of those families connected (8,4 million) rely on high speed DSL or optical fiber access with a flat contract (92,6%): 22,2% rely on mobile wireless USB devices (2,7 million)

On an average day there are:

3,7 million active users from the north west
2 million from the north east
2 million from central Italy
3,7 million from Southern Italy and the Islands

Source: Audiweb

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Mobile Internet and Digital Mobility Findings from EIAA

Sante J. Achille — Tue, 01 Jun 2010 07:11:11 +0000

The European Interactive Advertising Association has published key findings from a recent study:

New Decade Heralds the Age of Digital Mobility

Europeans are more mobile and engaged with online than ever

Key findings of the study presented early March 2010 are:

Europeans spend an average of 6.4 hours per week on mobile internet (or “internet-on-the-move” as described in the study) compared to 4.8 hours reading newspapers and 4.1 hours reading magazines
The increase in laptops has increased media convergence with Europeans using the internet while they watch TV
The number of wireless broadband users in Europe is 121 million
71 million users access the internet via a mobile device averaging nearly 1 hour of mobile connection per day
Eastern Europe is a market opportunity for mobile engagement

The younger generation of early adapters is driving the increase in mobile internet access with:

24% in the age group 16-24 spending 7.2 hours per week online
21% in the age group 25-34 spending 6.6 hours per week online

The Internet is a popular source of entertainment with 25% of Europeans gaming or listening to the radio online and 30% watching video, TV clips or movies at least once a month

29% follow brands more as a result of the internet as the medium usage offers higher levels of emotional and rational connection.

The study shows a high consumption (49%) of video clips websites and images with 80% of those sharing the content with friends, a signal of a technologically sophisticated and deeply engaged audiences.

Countries with most hours spent on the Internet each week

Poland (10.3)
Italy (7.9)
Belgium & Portugal (7.7)
Russia (7.1)

Source: European Interactive Advertising Association

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Broadband Infrastructure in Italy Report Tackles Divide – April 2010

Sante J. Achille — Thu, 29 Apr 2010 06:38:40 +0000

The observatory for high speed broadband internet access ha released a summary report describing regional models to eliminate the so called digital divide.

The results of the study were presented on April 14^th and the executive summary released to the general public with statistics updated to December 2009:

The number of high speed DLS connections had increased by 300.000 w.r.t. the previous trimester reaching 12.4 million connections
The extension of backbone and MAN networks had increased by 4% and 3% over the previous year – a total of 9 million Km of optical fiber installed
96% of the population was reached by DLS connections, reduced to 87% when considering over extended telephone lines, obsolete infrastructures not supporting broadband internet access with speeds grater than 2 Mbit/s
2^nd generation broadband internet access (ADSL 2+) reached 62% of the population – a 5% increase over 2008
Smaller rural communities reach a 75% max coverage
UMTS reaches 95% of the population +2% over 2008 equaled by HSDPA which rose by 3%
Hyperlan technology reached 15% of the population in 5.400 communes
WiMAX reached 4% of the population (500 communes) +1% over 2008

The executive summary in Italian is available for download here.

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Search Engine Friendly CMS launches in German, Russian, and Italian

Sante J. Achille — Thu, 22 Apr 2010 15:34:02 +0000

SEOTOASTER is an Free and Open Source Search Engine Friendly Content Management System, with an ‘edit as you browse’ approach and simple interface.

SEOTOASTER enables open souce PHP developers to enhance the software at will with smarties, widgets, plugins, and even improve the core of the application while delivering to the entrepreneur, e-tailer, or local small business owner or marketer a Web marketing presence built to perform with search engines.

Earlier today SEOTOASTER was released in 3 new localised versions:

German
Russian
Italian

All versions of SEOTOASTER can be downloaded here.

Product Information: seotoaster.com

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Audiweb Publishes Online Statistics February 2010

Sante J. Achille — Mon, 12 Apr 2010 07:05:17 +0000

Audiweb, the Italian organisation providing data on the use of the Internet and on-line audiences, has published statistics related to the month of February 2010:

There were 22,9 million active users in Italy during the month of February 2010
On an average day 11,8 million users were active for 1 hour and 41 minutes
Each user viewed 182 pages
Males residing in the north west of Italy are the most active
The online audience grew by 13% on a monthly basis and by 16,9% on a daily basis
The average number of page views fell by 7,1%
online time spent fell by 6,7%

On an average day:

6,7 million men, and 5,1 million women were online
Adults 35-54 were 45% while the age group 25-34 were 22% of those online
25% of the population is in the north west of Italy (3,7 million users)
22% in the north east (2 million)
22% in central Italy (2,2 million)
18% are on the south and Islands (3,6 million)

How Italians are using the Internet

Italy is online and more active on the Internet during the week Monday through Friday (12,4 million users compared to 10.3 users on weekends)

Weekend users tend to view less pages (175 on weekends compared to 184 pages during the week) but spend more time on them.

Source: audiweb.it

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Google Italy: The Difference Between Freedom and Being Responsible

Sante J. Achille — Wed, 24 Feb 2010 23:05:09 +0000

Today Google made top headlines once again as 3 Googlers were tried and found guilty because failing to comply with Italian privacy code.

Google has labeled this a serious threat to the web in Italy.

Google posts:

” … But we are deeply troubled by this conviction for another equally important reason. It attacks the very principles of freedom on which the Internet is built. Common sense dictates that only the person who films and uploads a video to a hosting platform could take the steps necessary to protect the privacy and obtain the consent of the people they are filming …”

What is common sense ? According to wikipedia it’s “what people in common would agree on” or their “common natural understanding”.

The common sense of many is the result of our every day teaching and educating our children, how we influence them based on our behaviour, reputation, and authority.

Google are right, it is the responsibility of those who film and upload – in other words:

Why should Google do the patrolling?
Where are the parents?
What is common sense today ?

As so called common sense becomes scarce in households, opportunity arises for legislators to step in and fill the gap families and parents leave behind.

My freedom ends where your freedom begins

or does it ? Probably not …

So in Italy it’s videos on YouTube, in Germany it’s Google Analytics … that’s United Europe for you …

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ISS – Managing websites across multiple markets

Sante J. Achille — Thu, 19 Nov 2009 17:10:29 +0000

Managing Websites Across Multiple Markets

David Sowerby – Straker Software

The internet community is changing – major changes are under way
forces driving the global economy have shifted
must focus on international – moving into new markets

The web is the most effective media to open new markets.

The translation industry hasn’t changed over the past 20 years. Traditional workflows related to multilingual translation takes between 5 and 7 days. This is slow and costly so a viable avenue is a Machine Translation (MT) with a human review. Body content can be MT with a human touch: Computer assisted translated. This is a controversial issue but the scale of what is beginning is such to require this kind of assistance.

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ISS – targeting the latin american markets

Sante J. Achille — Thu, 19 Nov 2009 16:42:28 +0000

How to Target Key Latin American Markets
Ana Leckenby – WebCertain
Spanish and Portughese speaking countries total more than 200 million worldwide – an interesting audience

There are a number of economies that have survied difficult times – for example chile, argentina
high tech cities
a push to support globalisation

Things Latin Americans like ..

transactional – people who like to do online banking
communicators – countries that are using the internet as a means of communicating
Social – Mexico one of the top users
self improvement – used to search for jobs – here Peru is a leader
new Web – Chile

there is a very high penetration for different uses – 25% people are using twitter a lot and updating their status online.
Ecommerce: they are buying books and computer accessories CD/DVDs Travel related, the Ecommerce is estimated to be USD 30 billion by 2010
Most companies are not doing SEO – there is a lack of content SMBs find SEO very expensive and cannot see how they will benefit from it

Paid search has a very low CPC – there is a good conversion rate.
The differences in language will tend to be greater for consumer goods – less likely in industry where the vocabulary will be more “standard”
People don’t search using accents.

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ISS – Search in Holland (the netherlands)

Sante J. Achille — Thu, 19 Nov 2009 16:17:00 +0000

Search in Holland

   Bas van den Beld – Searchcowboys.com

The Dutch use Google – 94%

Localization is the primary factor.

17 million people – high density
Kingdom
Democracy
70% speaks English
60% German
Dutch are very much online 85% are online, mostly youngsters starting from age 4 are online at least once a week
5 million use broadband – they watch TV online
80% have a mobile phone – getting very important in Holland

Dutch differ amongst each other – poldermodel

everybody gets a bit of his opinion
very international focus – it’s historical
very proud to be dutch
they like trading
they like a good deal
like their privacy

how does this translate to online and search ?

like to read international websites
facebook is not the biggest SM site – Hyves is the place to be (now)
like to comment a lot – website must have interactivity
they like bargains – they have a dutch version of Ebay and it’s very big MARKTPLAATS.nl has a similar thing to adwords just for this portal
they don’t like cookies ! Privacy is a big issue they clean cookies once a week
snooping sites are very popular – they like to peek into other peoples houses

How do they behave online ?

many small search engines (verticals) 5-6% are using them
2nd biggest site is startpagina (3,5%) an opportunity, a must for the dutch market
35 out of 100 brands are on Social media, mostly on twitter, Hyves Facebook and blogs – they are there for the campaign and then disappear

KIDS

1/3 of 8 year olds has an account on Hyves with more than 50 friends
MSN most used Social Media tool
watch less TV use more online tools
they are not using much twitter

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ISS – Search in Japan

Sante J. Achille — Thu, 19 Nov 2009 14:48:51 +0000

Motoko Hunt – AJPR

94 million users

4% using devices other than PC or mobile, such as TV and Playstation

90% 14-49 are on the internet

99% of business with 50% of them on Ecommece

Country code in japanese characters starting next year

Google is increasing penetration (google now just over 50%)

Verticals are doing well in jp – YAHOO! shopping etc.

MOBILE – 74 million users are mobile 50% using filtering – 1.3 Billion US in advertising

SOCIAL MEDIA 10% of business has some sort of social media

Unique in jp langiuage is they do not use space to separate words !

keywords – research is very important

localisation is essential – what’s appealing to an audience may not (and probably isn’t) appealing to another audience.

Koichiro Fukasawa – Wasabi Communications

Japan mobile technology is very advanced – 102 million subscribers (9 out of 10 users using the mobile web). more than 1/3 of subscribers are on a flat rate program – new phone models launched every season with more and more features, something of a new culture where sub cultures are born.

Mobile is used to make a payment, buy a train ticket, pay for Mac Donalds, or ticket concerts (“flash the mobile phone) mobile phones with very high resolutions: radio and watch TV is popular and common with mobile phones video on demand, gps, coupons, shopping sites … oh yeah and you can also use a phone to make phone calls ☺

Mobile SEO in Japan

must focus on official carrier sites (3) + YAHOO! mobile and Google Mobile, 5 websites in all

For mobil link building links from directories are effective – search algorithms not very sophisticated

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ISS – Using Online PR for Links

Sante J. Achille — Thu, 19 Nov 2009 14:24:49 +0000

Kristjan Mar Hauksson – Nordic eMarketingGround rules

no distribution of the same text to multiple locations
re-write to two or three versions
write it short and scalable
do not spam it with links 2 or 3 at the most

try to influence people to pick up the story – people who are passionate about topics.

think of the people and how they are searching
Think outside of the box: how can I get people to link to me
Think about what people are searching for and is of interest to them
Think about the way you write – it will depend on how people will pick it up

PR sites will have NOFOLLOW attributes but that’s besides the point – it’s about the content syndication (distribution) – the end goal is not the channel you are using but the people who are the final destination that will pick it up.

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Panel Debate – Link Building, What is the best type of Link?

Sante J. Achille — Thu, 19 Nov 2009 12:21:15 +0000

This is the first afternoon session of the day (unfortunately there have been problems with the WIFI so I wasn’t able to blog all sessions). The focus is on links and linking.

Which is the best link ? From a relevant website ? well yes but good links are those that generate traffic.

The ideal link is an editorial link (within a text) – an opinion is that generally any link is good if there is no filtering – Google likes relevant links (but then what is relevant for Google??).

301 REDIRECTS in theory should pass on text value – the closer the moved content is to the original, the higher the probability the text value of the link is passed on.

PAI LINKS … could be a short term solution but don’t count on them on the long run. There are industries where companies pay their way to the top (a fact of life) – it’s a matter of understanding what your competitors are doing.

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ISS – Digital Assets & Digital Asset Management

Sante J. Achille — Thu, 19 Nov 2009 11:54:53 +0000

Universal Search and Digital Asset Optimisation

Anne Kennedy – Beyond Ink

Universal Search – more content from the databases to get quicker to the information, created more ways to increase brand engagement and conversion.

We are actually doing marketing

Why care?

multimedia is a driver of search marketing
- YouTube
- Flickr
- Facebook
- Twitter
Tap into these opportunities

Use Video, upload it and have your contacts talk about it. These assets can be favored by the search engines and can send a lot of quality traffic

Photos and video require great attention in the descriptions – avoid alpha-numeric photo names.
VERY IMPORTANT: embed video and audio in keyword relevant text – it works !!

The message: text messages are good but images and video are more and more relevant and should be used.

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key consumer insights & search of Bing

Sante J. Achille — Thu, 19 Nov 2009 09:46:48 +0000

Peter Maxmin – Bing

BING now investing “heavily” in Europe.

People rely heavily on search , but only 1 in 4 queries deliver successful results, 42% of sessions require refinements and search today does not tailor for user intent.

Search sessions are long and repetitive – for rx. seeking a digital camera – isers will switch engines, use price comparison, then reviews, … the overall work involves 15 queries and can take as long as 2 days.

Sessions are also decision oriented – 66% more people use Search for this. – Decision sessions are lengthy

user are dissatisfied
users want help searching
users increase focus on tasks and decisions (not originally designed for these new tasks)

Search must:

deliver results
organize a better experience
deliver information for decision and task management

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ISS – Bill Hunt Global Search Strategies

Sante J. Achille — Thu, 19 Nov 2009 09:15:56 +0000

There is a general awareness regarding International Search and the necessity to. Major corporations are dealing with:

Team
- Build your global team
Linguistic
- Maximize your content and keywords
Infrastructure
- Offers scaling opportunities

INFRASTRUCTUE
many countries and languages are a challenge right from the start. Working with local teams is essential – the local agencies need requirements to optimize content. High level organisation can dramatically improve online performance. Templates are often an issue.

LOCATION & LANGUAGE DETECTION
Google is trying to serve up content unique to country level – IP detection. Ranking reports are inaccurate – don’t have our reports all generate out of a single country !

Use correct META language tags

Use TLD as you can – but it’s considerably more expensive and complex to manage

Use the Google Geographical targets to sort languages and countries

MAXIMIZE WW Link Architecture – have many TLDs? there may be many link opportunities

TRANSLATION – don’t use google translate as a substitute for localisation !

LOCALISATION

translators are not familiar with optimisation techniques
avoid machine translations
leverage SE optimised templates
ensure site map includes local content
integrate keyword research into glossary development

Team & organisation issues are a big thing – BUILD A CULTURE OF SEARCH

build a culture of search
develop local awareness
where you have them, trust your local team

Build a centralised team structure – can be a single person who creates awareness and a work flow to get the process into regional locations. deploy performance metrics from regional

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International Search Summit – SEO Agenda

Sante J. Achille — Wed, 18 Nov 2009 17:26:36 +0000

Tomorrow another edition of the International Search Summit hosted by Web Certain at the British National Library in London takes place.

The focus of tomorrow’s discussion will be SEO (Search Engine Optimisation) with a grate list of speakers lined up to share useful information and tips on how to go about optimising websites and establishing a significant online presence.

The Agenda:

Global Search Strategies
Links: key consumer insights that have shaped Microsoft’s search strategies and the development of Bing
International Keyword Research
The International Challenges of Local Search
Universal Search and Digital Asset Optimisation
Brand Reputation Management: An Italian Case History
Panel Debate on Link Building
Advanced link analysis using MajesticSEO
Using Online PR for Links
Search in Japan
Optimising for Baidu
Search in Holland
How to Target Key Latin American Markets
Managing Websites Across Multiple Markets

we will be covering the event from this blog, on twitter and elsewhere as well.

In case you haven’t subscribe to our feed for a detailed coverage of the event and follow us on twitter: International Search Summit hashtag: #ISSLON

Technorati Tags:
#isslon international search summit london web marketing social media social networks SEO Search Engine Optimisation

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56% of Italians use Email half hour per day

Sante J. Achille — Tue, 17 Nov 2009 11:00:58 +0000

Nokia recently conducted a study in 8 countries and interviewed 8.000 . The study showed 56% of Italians use Email for 30 minutes per day on an average, with manage 20 messages.

50% of those interviewed perfer Email to SMS
49% consider more important reply to their partner compared to their boss
29% their boss
23% work colleagues
31% Clients

Source: ANSA

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Email Marketing Consumer Report 2009

Sante J. Achille — Mon, 02 Nov 2009 15:57:43 +0000

ContactLab has released the results of a new study on the use of Email amongst European users. Habits, trends, and use of newsletters is examined for the following markets:

Italy
Spain
France
Germany
UK

The results are organized in different reports and in local languages (and English), along with a European Report released in all languages (English, Italian, French, Spanish, German)

You may download the reports here – Email validation is required

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