Tag Archives: Google

Sponsored links: Who should pay who?

Of its annual revenue, Google earns $38 billion from the sale of “sponsored links” alone. It seems Google has successfully convinced advertisers that the links they provide are of value to their businesses as a form of advertising. That is until recently.

Many European newspapers and magazines are pushing for legislation to change how Google, as well as other search engines and newsgathering sites, earn revenue.  They believe Google and its counterparts should pay them instead as their newspapers and magazines provide the material these sites generate revenue from.

Reversing the monetary flow seems imminent. A German bill is already being reviewed by Parliament and would allow publishers to charge search engines and news curating sites a fee to display parts of their articles with links to the paper or magazine.  In France, President François Hollande is aggressively pushing for similar legislation unless a solution is found by the end of the year to compensate the publishers for their content. Italy is also starting to look into similar action.

Google is adamant that these types of laws go against the free flow of information on the Internet and would destroy their existence.  They have countered with threatening to exclude these sites from search results.  This is no empty threat either as in France alone 30 to 40 percent of news sites traffic comes from Google.  Publishers are already struggling to increase revenue, which is why they are trying to reverse the current monetary flow with Google.

It seems both sides are dependent on these dollars being placed in their favor. Is there a solution to benefit both sides? Would a pay wall help or hurt the papers and magazines?  I think the most important part is that this will affect users.  Either search results will be missing pertinent information, or site vistors may be forced to make up for missed revenue by subscribing.  The ever-growing idea of free information on the Web is at stake.

A beast that needs attention

Being the third most visited site in the world is not an easy task.  YouTube ranks just behind the giants of Google and Facebook as the most visited websites on the internet.  This comes as no surprise. The power for people to capture themselves through video is easy enough for a 3-year-old to manage, but how do brands and organizations leverage YouTube to their advantage?

Old Spice on YouTube

Old Spice’s YouTube brand channel.

According to YouTube, 72 hours of video are uploaded to YouTube every minute, which equates to 3 billion hours watched each month.  These types of numbers are mind-boggling and the ripple effect reaches far outside of YouTube itself.  More than 500 years of YouTube videos are watched on Facebook and 700 videos per minute find themselves on Twitter.

No doubt a powerful tool, but most brands upload their TV spots, or try to think of something so funny and outrageous hoping that it will be the next “viral video.”  Unfortunately, this is very difficult to achieve on YouTube.  While this can happen, you have better chances of taking the money you spent doing this and doubling down at the nearest casino.

Companies such as Old Spice, Red Bull, and Go-Pro have found that YouTube can help drive exposure, but they are the few that have found success.  Almost all companies find themselves spending a lot of money with little to no results, thus deeming it as a marketing failure.  To avoid complete and udder failure here are five starter tips for marketers and brands to follow:

1st – YouTube is its own platform; content should be unique and should be well thought out.

2nd –Make sure that you promote your video(s) through YouTube using Google platforms. Spend money to help get some eyeballs and help leverage your plan.

3rd- Make sure that you plan your strategy ahead of time. Are you looking for views or do you want people to take action?

4th- Consider using YouTube celebrities (people already on YouTube that have thousands to millions of views and subscribers) for brand integrations and product placements.

5th- Ensure that your YouTube plan fits well with branding and other marketing strategies; YouTube can help you leverage your current and future goals within social media.

Success on YouTube can be very challenging, but using these basic tips can help you get on the right track. YouTube is a platform that allows you to target the audience you want, which keeps advertisers coming back.  If you’re nice to YouTube it will be nice to you.

This Week in Travel & Tourism — 8/20/2012

INTERNATIONAL

Mexico City efforts include medical tourism, green programs

Mexico City is on the move with new initiatives and programs designed to garner specific market segments, capitalize on the destination’s myriad offerings and showcase its total product line. The city’s minister of tourism, Carlos Mackinlay, said that “tourism is a key economic generator of Mexico City,” representing 7% of its gross domestic product.

DOMESTIC

USTA will highlight importance of travel at political conventions

The U.S. Travel Association has announced its Vote Travel 2.0 plans for the upcoming Republican and Democratic national conventions. The multipronged initiative seeks to inform policymakers about the crucial economic role of travel and tourism. “We are pushing a message that will stay with attendees — that the travel industry generates $1.9 trillion in economic output and includes 14 million of U.S. jobs — and without it, the conventions wouldn’t be possible,” said Blain Rethmeier, U.S. Travel’s senior vice president for public affairs.

AIRLINE

Interjet applies to serve six U.S.-Mexico routes

Mexican carrier Interjet applied to the Department of Transportation for authorization to begin service on six U.S. routes. The routes are: Mexico City-Orange County, Calif.; Guadalajara-Orange County; San Jose del Cabo-Orange County; Toluca-Houston, Toluca-Chicago and Toluca-Las Vegas. Aeromexico and Volaris serve Las Vegas from Mexico City. Toluca is a secondary airport serving Mexico City.

JetBlue reportedly will boost flights to Colombia

JetBlue Airways is looking to increase its flights to Colombia, a newspaper based in Bogota, Colombia, reports. Portafolio also reported that JetBlue will add a route between Bogota and Puerto Rico in 2013. The carrier is also considering flights to Cali, Medellin and Barranquilla, the newspaper says.

Southwest explores flying outside continental U.S.

Southwest and Transport Workers Union’s Local 556 are waiting to see if flight attendants approve a measure that would allow the airline to fly routes to Hawaii, Alaska, Puerto Rico and non-U.S. destinations. The union president says the deal would be a launching pad for the airline to plan for growth.

Window, aisle preferences could cost you

Airlines including US Airways, Spirit, American and Delta are imposing fees for window and aisle seats, two popular flier preferences. According to 2012 data from Expedia, 21% of customers chose window seats, while 20% preferred to sit along the aisle; the rest had no preference.

Airlines could continue to test demand with fare increases

A successful fare hike on trips shorter than 500 miles by Southwest Airlines could signal more airfare increases this year. “I think they are testing demand and they will continue to do it for the rest of the year,” said Rick Seaney, founder of the travel website Farecompare.com.

CRUISE

Agents are getting more online options for cruise training

More cruise lines are launching online cruise-training programs to improve agents’ skills in selling their products, this feature says. Training modules include destination education, brand orientation and sales and marketing training.

Cunard announces world itineraries for its 3 Queen cruise ships

Cunard Line has unveiled the 2014 world-cruise itineraries for its three Queen vessels — flagship Queen Mary 2, Queen Victoria and Queen Elizabeth. Queen Mary 2 is set to visit 19 countries around the world with overnight port destinations including Hong Kong, Dubai, and Cape Town, South Africa. Queen Elizabeth will visit Japan for the first time with port calls in Kobe, Kochi, Nagasaki and Yokohama. Queen Victoria will traverse the globe on a 116-day sailing that will visit 40 ports in 19 countries.

Carnival tries out drinks program about the Carnival Victory

Carnival Cruise Lines is holding a trial run of its “My Awesome Bar Program,” giving passengers access to a variety of alcoholic and nonalcoholic drinks for about $50 a day including tips. The package is available to passengers 21 and older aboard the Carnival Victory.

MGM

MGM Resorts proposes $800 million Massachusetts resort

MGM Resorts International has proposed building an $800 million entertainment-retail resort in Springfield, Mass., that would have 250 hotel rooms and 89,000 square feet of gaming space, as well as 200,000 square feet of retail and restaurant space.

ETC.

Hotels take up growing juice trend

Juice bars and juicing-themed packages are popping up in hotels in response to the growing wellness trend, this feature says. “Hotels have taken notice that their travelers, especially those that spend time in the spa, are looking to keep their bodies healthy on the road. These clients are not interested in spending time and money detoxing in the spa only to fill up on unhealthy, processed food,” said Linden Schaffer, director of wellness-travel firm Pravassa.

Google ignites speculation with Frommer’s acquisition

Google’s announcement last week that it would purchase Frommer’s, the iconic publisher of print and electronic travel guides, touched off a wave of speculation over the search giant’s motives and what the move might portend for the travel industry.