What is Clickbait?

What is Clickbait?

Advertising, Online Marketing, Viral marketing
Clickbait is a controversial advertising tactic for the publishing of online content, by which shocking, attractive or intriguing titles and thumbnails are created with the only purpose of attracting more clicks. Clickbait content distort or exaggerate the material that it supposedly describes. The goal is to trigger an emotional response in the audience. Its equivalent in traditional media is the sensationalist journalism or “yellow press”. How was Clickbait born? Unlike printed newspapers, online media does not have an income from printed material, so they depend entirely on advertising. And the advertising income is directly correlated with the size of the audience, that is, the amount of web traffic that specific media has. Capturing the visitor’s attention became vital for journalism and particularly difficult in a context of information overload. This new…
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How much does YouTube pay per view?

How much does YouTube pay per view?

Entrepreneurship, Online Marketing, Social Media, YouTube
For anyone interested in starting a YouTube project, having an estimate of how much YouTube pays per view is essential for calculating costs and earnings. Some YouTubers and corporate YouTube channels accrue millions of dollars because of the popularity of their videos. Their success has increased the interest for this business model among content developers and users in general. No wonder why how much YouTube pays per view is one of the most frequent asked questions about YouTube. But many YouTubers, after uploading content, are disappointed after checking their income. The reasons behind this failure are twofold: either the videos are not attractive enough to get virality, or the market they are targeting is too small. In this article we will focus on the second issue.   How does YouTube calculate payments? The amount YouTube pays…
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Tips for effective email marketing campaigns

Tips for effective email marketing campaigns

Online Marketing
Email marketing is one of the most powerful tools in online marketing. But it is also, and maybe for the same reason, one of the most frequently misused and abused ones. Here we have some basic tips for effective and SPAM-free email marketing campaigns.   Email marketing databases Of course, for doing email marketing we need an email database or list. The email database must be considered an asset in a company and its creation and management requires constant resources and dedication. A well-managed email marketing list has a direct and beneficial impact in sales. The email marketing management is part of the CRM or Customer Relationship Management. Even when our social media profiles are important communication channels for any company, our Facebook or Twitter followers are not part of a database we…
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10 links that show what Google knows about you

10 links that show what Google knows about you

Marketing, Online Marketing
Through its cookies, Google gathers a lot of information about users online behaviour. This data is used for targeting advertising and to personalise the different services Google offers. You can access the information anytime, but not surprisingly these links are not well-known by most users. This quantitative and qualitative information helps advertisers to target ads with great accuracy and provides analytics to evaluate performance and make marketing decisions. To check most of these links you have to be logged in your Google / Gmail account. 1. Ad Profile Google ad settings show what Google knows about you regarding gender, age and specific interests based on the search history on Google and YouTube. If you want, you can switch off the ads based on your interests. Once deactivated, you will still see ads but only based on…
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Egosurfing and personal branding

Egosurfing and personal branding

Online Marketing, Personal branding, Search Engine Marketing, Search Engine Optimization
Egosurfing or vanity search is a common practice by which we search our own name or pseudonym on Google or other search engine to check what websites show up. This practice is not only useful for celebrities and public figures but for anyone interested in what people find when googling our name, for privacy and personal branding purposes. Searching other people's names on Google is known as "detective search". It is quite common to google the name of new people you have met recently. It is also a highly recommended practice for human resources managers before hiring someone. That is why it is so important to know what users see when googling our name. By using SEO (Search Engine Optimisation), we can even affect those search results according to the image we want to convey.…
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The attention economy

The attention economy

Advertising, Marketing, Online Marketing
Attention economy is an interesting concept from information management that helps us to understand some current trends in online business and advertising. The basic idea consists in considering human attention a scarce resource, due to the modern phenomenon of information overload. Getting and keeping the audience's attention is an increasingly difficult challenge and most of the marketing efforts focus on this problem. The underlying principle of the attention economy concept is so fundamental that it is a basic premise for any communicative interaction: for a message to get to its addressee, we need his attention. The problem is that nowadays in the "Information Age" we are continuously exposed to all kinds of contents and advertising through all kinds of different communication channels. We are faced with a massive and increasing amount of stimuli, and our…
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How to manage online reputation

How to manage online reputation

Marketing, Online Marketing
Online reputation is a brand's prestige or perceived value on the Internet. We understand "brand" in its broad sense: it could be a product, service, company, organisation or individual. They all require online reputation management. Online reputation management has become an area of growing interest in marketing since the Internet became one of the preferred methods to search for information about products and services. The online world has a great influence upon consumers' purchasing decisions. We should keep in mind that online reputation management is a continuous process of data collection, monitoring and analysis that allows us to follow changes in a brand's perception over time and helps us to make marketing decisions. It should provide quantitative data (for example, number of positive, neutral and negative mentions over a specific period) as…
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Eye tracking of Google search results

Eye tracking of Google search results

Marketing, Online Marketing, Search Engine Marketing
Eye tracking is a type of analysis that shows the most viewed areas on a page and the path sight made across the page. Of course, some of the most interesting and useful eye tracking studies are those that focus on Google search results. By studying them, we realise why it is so important to be in the top results. There are many ways to study eye tracking. Some of the techniques involve filming the user's eyes during the browsing.   The heat map An eye tracking heat map shows which are the "hot areas" of the webpage, those where the user's sight tends to focus more frequently. It is interesting to note that the Google AdWords ads located on the right sidebar get little attention compared to those located next to the…
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What is remarketing and how to do it effectively

What is remarketing and how to do it effectively

Advertising, Marketing, Online Marketing
Remarketing or retargeting is an online marketing practice that involves targeting our ads to an audience that have already visited our website. This technique is especially important in e-commerce, since most visitors do not make a purchase in their first visit. There are some online marketing agencies that specialise on remarketing.   Types of remarketing Probably the most known way to do remarketing is through a feature on Google AdWords. This specific setting allows us to target our advertising on Google Display only to people who have already visited our website and been identified by a cookie in their browser. We should bear in mind that in this case our ads could be showing up on websites that are not remotely related to our product or service, since their content does not…
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