Companies, organizations and people; please start structuring your products and content so you start building real value. If you ever hear someone that is not familiar with terms like XML, RSS, FLICKR, Syndication or what ever, just play this video for them!

Google’s AdWords program for advertisers is today the market’s most comprehensive and advanced advertising program for targeted keyword advertising on the Internet. The advertising program allows any advertiser to select specific keywords, geographical location, language, topic and themes parameters when their ads should be displayed in a Google search portal.

Google AdSence allows anyone who publishes information on the Internet to display ads from Google on their site. The key in Google AdSence is that Google is analysing the content on the individual pages and displaying the ads that methodologically has the highest match between the content the user is reading and the messages from the advertiser. This is the core concept and a very simplified explanation on how Google AdSence ads are presented to its users. As you now probably understand, the ads that are presented to the users are highly targeted and with interest of what the user is reading about.

This tagging of editorial content and matching with commercial advertising messages has proven to increase the user satisfaction and deliver a higher conversion rate to advertiser who generate more targeted traffic to their websites. With the increase of customer satisfaction, Google has built a genuine trust to its services and created switching costs in the consumers mind. This is what I call the Google Experience.

Another large player in search technology and offering organising/tagging of content is FAST. The company has experienced tremendous growth since 2000 and is today a serious contender to offer technology for companies who wants to create unique customer experiences similar to the Google Experience.

The company has recently announced that they will offer a new innovative platform to portals, media companies and e-commerce sites a far more targeted methodology to target content or products with commercial advertising. The concept is based on the same targeting parameters as used by the Goolge Experience, but with the ability to include personal user and browsing parameters collected from customer data bases. This will allow the new search service from FAST to act intelligently towards users and not display the same targeted ads more then a limited number of times to target the commercial messages with browsing patterns accumulated over time.

FAST CEO Mr. John M. Lervik also describes the upcoming service to be reacitve to external parameters such as current local weather, time of day, local events and headlines to further target the commercial messages to the users.

The end of the Google Experience

I doubt this will be the end of the superior customer experience from Google, but today, where Google has a monopoly in providing these advanced advertising solutions, the market welcomes this new innovative solution from FAST. With the new service from FAST, companies can now create their own superior experience by targeting their content, personal customer profiles and external parameters to give their users a innovative and friendly browsing experience.

In January 2006 I ordered a return ticket from London to Oslo with Norwegian, an alternative to the SASBraathens monopoly in Norway, for a trip in May 2006. Norwegian is a relatively new contender in the market and have some good ticket prices if you take the effort to order your tickets in advance. I got my return ticket for about £ 70 and was looking forward for my trip to Norway. Remember, I ordered my tickets 4 months in advance.

Re-scheduling of my outbound flight

After about 4-5 weeks after I ordered my tickets, I received an email stating that my outbound flight was cancelled and I was rebooked to a flight that was departuring one hour earlier that morning. I also received a new boarding pass by email.
No problem, I updated my schedule and forgot about the issue.

On May 15., the day before my travel, I receive a phone call from Norwegian, reminding me that my flight the following day was changed from my original booking. Excellent! I actually had forget about the flight change and the chances that I would have arrived too late at the airport was pretty reliable.

Those of you who travel regularly, know that what I just experienced from Norwegian is a service that hardly no airline practices. So why bother the call center with these "reminder" calls to its customers – especially since they are a cheap airline, where no-one expect this kind of customer service?

Achieving excellent customer support

I tend to believe that companies with a minimum dignity for its customers, will constantly satisfy as many customers as possible. It seems that the airline industry is now facing a new set of contenders that are building their business on cheap airline tickets, high level of customer service and keeping customer expectations at a minimum – enabling these new airlines to positively impress their customers with a standard level of customer service.

In 1999 I wrote a thesis for Scandianvian Airlines about building customer relationships on the Internet. Well, now 7 years later, it is pretty obvious that Scandinavian Airlines has failed addressing customer relationships on this channel. The company has in years received excellence awards for their frequent flying program and their innovation with WLAN inside their long haul flights, but expanding their customer experience outside the physical airplane is a total disaster. Not to mention the conflicts between pilots,fligh crew and executive management, that often results in strikes and parked airplanes.

The German alternative, Air Berlin, is an excellent example of new contenders entering the market and picking up the competition with the big net-airlines, such as: Lufthansa, British Airlines, Scandinavian Airlines, Air France, KLM and Swiss. Air Berlin is not only growing its destinations and airplanes, but as recently launched their own frequent flyer program. Everytime I read about this company in the press, they are achieving glory. When I read about BA, SAS or Lufthansa, it is usually about a negative experience somehow.

Size does NOT matter

It makes me a happy fellow to see that the new contenders in the airline industry just eat market share from the large net-airlines, without them being able to properly respond. For way too long has this industry been misused by large airlines not being able to deliver the products they promised to way overprised tickets.

The great thing is that many of todays cheap airlines are delivering service that net-airlines are not capable of delivering. One example is when Norwegain called me to remind me that my flight the following day was changed from my original booking. If these airlines can keep up this mindset, they will not just establish long lasting customer relationships, but gain more and more customers.

An interesting thing, is when I spoke to a manager at SASBraathens two years ago, he did not even identify Norwegian as a competitor, cause they had too few airplanes and could not compete on the desired time slots…. Now 2 years later, Norwegian has as many airplanes and Braathens had when they where operating alone. And, these cheap airlines are just growing, Ryanair, Easyjet and FlyBe just acquired more airplanes and are hiring more pilots and crew.
People, this industry will look very different in just some years from now. Have a good flight.

Probably the one of the greatest hypes in the millennium so far. This time it is not the book, but the movie that is in focus. The difference is that this time we all know the story, because we all have rad the book.

A brilliant move by Columbia Pictures to head the market together with Google in an excellent way to explore users curiosity and create the "Da Vinci Code Quest". The Da Vinci Code Quest is an interactive adventure game, where users are to explore riddles and solve puzzles in the days before the movie is released.

Only Google registered users are able to participate the quest and solve the adventure. If there are some users out there that are not registered Google users, they will for sure acquire several on this quest. The questions that follows the next weeks for the people who are participating in the quest, must use and navigate through the different Google services on order to solve the quest.

Enabling users to learn you products and services the way the Da Vinci Code Quest is build, is a very powerful way to get build customer awareness and over a longer time-frame, switching costs. On the Da Vinci Code Quest, users must use and navigate between Google searches, Google Video, Googe Maps and Google blogs. By the way, since I am mentioning blogs, just 4 days after the Da Vinci Code Quest is launched, there are already almost 10.000 blogs (including this one) about the subject.

The Da Vinci Code Quest is an excellent example on how marketers who understand the product they are marketing, the customers they market to and the channels that carries the messages.

If you have not tried the Quest, I strongly recommend it! You can get started here!

It recently came to my knowledge that they are now allowing advertisers who advertise on their network, to position their messages more accurately, using Regressive Tracking methodologies.

So what does this mean

LinkedIn is using real profile data to position commercial messages in their network. They combine system variable data that is generic for all visitors with information like:

• Geographical location (based in IP or language of your browser)
• Browser type (Firefox, Opera, Safari or MS Explorer)
• Time
• etc..

With specific profile data such as:

• Current salary
• Number of connections on your profile
• Past and Current Job function
• Company Size
• Endorsements
• Etc..

Marketers and advertisers! This means that now you are able to target your messages more accurate based on not just technographical, demographical and sociographical data – but also related to personal data and probably most important – social-network-data based on number of connections and endorsements.

Thank you LinkedIn for bringing data-driven analytics to the surface of advertising. For a long time I hav been looking forward to see solutions that moves beyond the statistics of a single click.

I wonder what advertisement you display on my profile in LinkedIn?

Today, two of the Norwegian history's largest financial portal launched their on-line appearance. Yes, you read correct, the TWO portals are launching at the same time – and name. The two different sites are N24 and NA24. The two sites are respectively competing for the same target audience, so I actually expected to find some clever minds behind the launches, so I would be target for an unique customer experience.

I had been following the race for this launch in Norwegian media press and I must admit that I was looking forward to the launch, especially after the different launch sites had been explaining in media that they where looking to use alternative methods for promoting and attracting readers (-maybe also keeping readers).

A blueprint for failure on experience marketing

….So, the sites launched. On-line advertising was all over media-Norway. Similar articles in both portals…….

Funny enough, it seems that both their editors and marketing agencies hasn't realized that they have launched an on-line portal but a weekly financial newspaper. Both portal sites have focused all their effort on advertising to bring people on to the sites, then an average content site is displayed – overcharged with advertising – like any other on-line magazine or newspaper.

The Internet is the perfect media for building long lasting customer relationships by leveraging user specific content and interests. Like me for instance, prefer to subscribe to a newsletter or a content feed to stay updated – instead of visiting the site itself every time. It is a part of what the Internet experience gives me and when two financial portals launch in the year 2006, I just expect more than a traditional advertising campaign.

Keeping loyal readers or just shopping for "Banner and Googledance" visitors

Now that I have read some of their content and believe I am familiar with their sites, I ask myself – am I suppose to add these sites to my bookmark lists of sites I visit every morning for my daily news-feed or just visit them every time I see a banner that reminds me that they are around?

Unfortunately it will be the last alternative, as I already have about 10 sources for my daily news and as a rational customer, time is a constraint, so it won't have the time. But, by enabling these sites with tools for building up customer loyalty and "sticky-readers" I believe they could have captured a lot of the Norwegian financial readers. At lest the ability to sign-up for a newsletter with my personal preferences for regular updates.

This is not rocket science, but i felt like stop breathing when mediaedge:cia (a supposedly professional marketing agency) made a statement in their newsletter that N24 would benefit their name ahead of NA24.

- Does Del benefit ahead of Dell?
- Does Gogle benefit ahead of Google?

It's the customer relationship that will build a brand – Not the name!

Jesse touches some very essential elements of any multichannel marketing strategy and is amusement reading for experienced marketers.

I recommend the interview to every body who are planning or are executing a multichannel marketing strategy.

The interview is available at e-consultancy >>

The Word of Mouth process from identifying customer evangelists, achieving reach and rewarding evangelists for recommendation success.

It's possible – I reached 12 % of a country's population in just 4 weeks
We recently did a Word of Mouth campaign for one of our clients that reached 12 % of a country's population, where 4.5 % are member in their loyalty club. Imagine, almost 5 % of a country's population as member in your loyalty club! This was a mainstream commercial focused campaign, with no special interest to early-stage or innovator customer segments.Now what did we do correct in order to achieve this tremendous reach and sign-up? The answer is simple. We had a made a strategy some months before we launched the campaign, where we pre-targeted the influencers among social networks. With these identified and motivated the Word of Mouth processes can start, giving you the viral growth you are looking for.

If you are in the process of planning or are running a Word of Mouth or Viral Marketing initiative, then you need to focus on what actually drives the users and reward in these driving values. This does not necessarily have to be free products or vouchers, but also ability to receive exclusive product offers, promotions or just simply a better serice agreement if you are providing a service.

Remember, its all in your customers mind!

Looking closer at the event and conferences, I realize that there are a number of brands that are investing in multi-channel marketing technologies to maximise the effectiveness of campaigns. At this year's Technology for Marketing show, industry experts was debating the uses and benefits of such technology and will also be looking at the potential for multi-media contact centres.

After two days, after meeting professionals from the industry providers of technology and clients, i realized that most of the people I had meet was very confused about what the different vendors actually was providing and how the differentiated their products from their competition.

My impression was that people was mainly browsing for solutions on Search Engine Optimization, Email Marketing and Customer Relationship Management. This section of online marketing has been experiencing a fierce competition for several years and it is not easy to select a provider for your marketing needs without a comprehensive evaluation.

Despite the poor position among the different vendors, there are a handful exciting new technologies in the market, especially focusing on active consumer communication. I enjoyed seeing a couple of ASP (Application Service Provider) vendors focusing on complete campaigning solutions that allows marketers to create true multi-channel campaigns in just minutes. And guess what, I really believe that the future of marketing technology is hosted, on-demand – so marketers will only have to pay for the performance and generated results.

For more information about Technology for Marketing, please visit their website http://www.t-f-m.co.uk