Comments on: SES NY Interview Series: Key Points in Launching a Global Website http://blog.ogilvypr.com/2009/03/launching-global-website/ An Exploration of What Influences Us Sat, 11 Feb 2012 13:48:28 +0000 http://wordpress.org/?v=2.7 hourly 1 By: Eric http://blog.ogilvypr.com/2009/03/launching-global-website/comment-page-1/#comment-39337 Eric Thu, 19 Mar 2009 11:27:52 +0000 http://blog.ogilvypr.com/?p=1246#comment-39337 Exactly. Also have a look here www.ibm.com/itsolutions/ When you drill down in to each solution catagory there are by-lined articles focussing on the given issues using subject matter experts. So for example now that this content is there on the IBM site we can go out and do press releases focussed on the issue and point them to this part of the site for more detail. When they arrive they get the content they were after, not some web page trying to simply sell them 12 products most in catagories they are not even interested in. Exactly. Also have a look here http://www.ibm.com/itsolutions/

When you drill down in to each solution catagory there are by-lined articles focussing on the given issues using subject matter experts. So for example now that this content is there on the IBM site we can go out and do press releases focussed on the issue and point them to this part of the site for more detail. When they arrive they get the content they were after, not some web page trying to simply sell them 12 products most in catagories they are not even interested in.

]]> By: Will Fleiss http://blog.ogilvypr.com/2009/03/launching-global-website/comment-page-1/#comment-39198 Will Fleiss Wed, 18 Mar 2009 21:25:39 +0000 http://blog.ogilvypr.com/?p=1246#comment-39198 Excellent point Eric! There's no room for marketing fluff anymore. Ultimately people want reviews and opinions of other fellow consumers. For this reason we will increasingly see conversation focused product sites. This kind of content is also proven to increase conversions. Here's the kind of thing I'm talking about http://www.bazaarvoice.com/ Excellent point Eric! There’s no room for marketing fluff anymore. Ultimately people want reviews and opinions of other fellow consumers. For this reason we will increasingly see conversation focused product sites. This kind of content is also proven to increase conversions. Here’s the kind of thing I’m talking about http://www.bazaarvoice.com/

]]> By: Eric http://blog.ogilvypr.com/2009/03/launching-global-website/comment-page-1/#comment-39196 Eric Wed, 18 Mar 2009 21:11:28 +0000 http://blog.ogilvypr.com/?p=1246#comment-39196 From the looks of the above discussion, I have no doubt you will have an excellent conference session on your hands. If I may however, I'd like to add just a little to this discussion that I think is crucial to all things tied to corporate online marketing and development. As important as SEO, local international language use and things like standardization globally are - people search the web for the most part for one thing, and that is content in one form or another. Looking for solutions, answers, data, etc...Meanwhile organizations continue to treat websites as online brochures for their products and the technical specs therein, while kindly then dedicating a link to 'useful information' in the form of white papers, podcasts and for those who get it web 2.0 features like twitter, and blogs. As good as your SEO is, if people, even lots of people come to your site but are faced with a bunch of marketing mumbo jumbo, they will go as fast as they got there. Great news though, you got hits, right? Hmm, hits don't sell product - in this world thought leadership, issues based discussion around vertical problems and third party impartial discussions do. The goal of a marketer is to get people to raise their hand and basically say they have that problem too and need help. I am over-simplifying things here just to save space, but the point is that those tasked with filling web pages must think carefully about what people need and want to read and then create content and dialogue on the subjects of what is creating demand for your products and services as opposed to just flashing the products and services themselves. From the looks of the above discussion, I have no doubt you will have an excellent conference session on your hands. If I may however, I’d like to add just a little to this discussion that I think is crucial to all things tied to corporate online marketing and development.

As important as SEO, local international language use and things like standardization globally are - people search the web for the most part for one thing, and that is content in one form or another. Looking for solutions, answers, data, etc…Meanwhile organizations continue to treat websites as online brochures for their products and the technical specs therein, while kindly then dedicating a link to ‘useful information’ in the form of white papers, podcasts and for those who get it web 2.0 features like twitter, and blogs.

As good as your SEO is, if people, even lots of people come to your site but are faced with a bunch of marketing mumbo jumbo, they will go as fast as they got there. Great news though, you got hits, right? Hmm, hits don’t sell product - in this world thought leadership, issues based discussion around vertical problems and third party impartial discussions do. The goal of a marketer is to get people to raise their hand and basically say they have that problem too and need help.

I am over-simplifying things here just to save space, but the point is that those tasked with filling web pages must think carefully about what people need and want to read and then create content and dialogue on the subjects of what is creating demand for your products and services as opposed to just flashing the products and services themselves.

]]> By: Search Engine Strategies NYC: 7 Most Anticipated Sessions | Organic Response http://blog.ogilvypr.com/2009/03/launching-global-website/comment-page-1/#comment-39034 Search Engine Strategies NYC: 7 Most Anticipated Sessions | Organic Response Tue, 17 Mar 2009 03:22:19 +0000 http://blog.ogilvypr.com/?p=1246#comment-39034 [...] Key Points in Launching a Global Website - As the world becomes smaller and search marketing becomes more complex, the era of “ranking well in Google” is over. This is especially true for companies who are targeting multiple markets or countries. This new opportunity also brings many new complexities to be considered other than standard SEO. This session tackles these key issues critical to successfully developing, optimizing, and launching the Global Websites that would meet those next generation marketing goals, without losing control or your mind ( I was even lucky enough to have interviewed one of the speakers that will be at this session. Marjorie Madfis, Interactive Marketing Manager and Web Editor at IBM.  Check out the interview over at the Ogilvy PR 360 Digital Influence blog: SES NY Interview Series: Key Points in Launching a Global Website) [...] [...] Key Points in Launching a Global Website - As the world becomes smaller and search marketing becomes more complex, the era of “ranking well in Google” is over. This is especially true for companies who are targeting multiple markets or countries. This new opportunity also brings many new complexities to be considered other than standard SEO. This session tackles these key issues critical to successfully developing, optimizing, and launching the Global Websites that would meet those next generation marketing goals, without losing control or your mind ( I was even lucky enough to have interviewed one of the speakers that will be at this session. Marjorie Madfis, Interactive Marketing Manager and Web Editor at IBM.  Check out the interview over at the Ogilvy PR 360 Digital Influence blog: SES NY Interview Series: Key Points in Launching a Global Website) [...]

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