The Google search engine algorithm, “Penguin 4.0” update, is due to be released this year. Gary Illyes, the Google Webmaster Trends Analyst, announced this at the beginning of October. Worldwide, Google Penguin was initially introduced in April 2012, and has been updated five times since. The last update, Penguin 3.0, was launched in October 2014.Read more
Text optimization – why bother?
In contrast to offline texts, Web texts address two target groups. One group includes readers who are provided with information and addressed by texts that, for example, describe products in an online store. The content of these Web texts does not often differ from offline texts, however, users read differently on the Internet: they gather information more quickly and accurately due to the large amount of data on the Internet. The reader glances at the text and scans the information that is important to him. The text is not worth reading unless the desired information is readily available; otherwise the reader clicks to the next text.
The second target group consists of the various search engines that bring the user to the web page in the first place. A text therefore needs to be search engine optimized to achieve top ranking in the search results.
To successfully operate an online shop you have to observe certain things. Among others, the shop and the content need to be updated at regulars intervals. This includes product descriptions as well as pictures of the products. However, many operators forget to categorize and tag their products.
Yet it is awe-inspiring and gratifying when the power of the crowd is used to realize or promote non-profit CSR projects. There are already a number of very positive examples.
Together with the German Crowdsourcing Association and the crowdsourcing providers Testbirds and Streetspotr, we have developed a Code of Conduct that will regulate cooperation between service crowdworkers, providers and customers. The aim is to establish generally applicable guidelines in addition to legislation in order to turn crowdworking as a new form of work into a win-win situation for all parties involved.
The code of conduct includes basic principles
- with regard to the seriousness of the tasks offered,
- with regard to informing the crowdworker about the legal situation,
- regarding fair payment for the crowd,
- regarding crowd motivation,
- regarding task definition and time management,
- regarding freedom and flexibility in the completion of tasks,
- regarding support for the crowdworker,
- regarding communication,
- regarding work environment as well as
- data privacy and sphere of privacy.
Many operators still view and use e-commerce platforms only as distribution channels. The ability to tap the full potential of the website by integrating it into their own marketing mix generally remains unexploited especially in the area of product policies. Product policies include all decisions that are relevant to the features of the product. These include the offer and presentation of the product portfolio, design and packaging as well as the often forgotten product-related services.
An increasing number of intelligent system ranging from smartphones, info entertainment systems for vehicles, tablet and smartphone applications, to household devices and building services technology, are controlled via voice input.
However, many of the voice control systems are very error-prone. The human factor has often been disregarded during programming. Human beings do not always apply the same logic; they express themselves differently according to their language skills, nationality, social environment and educational background. As soon as the command entered does not comply with the envisaged and programmed command of the system due to the selection of words, sequence of words or pronunciation, the user is not understood and the command is not carried out. Break-offs and renewed speech input are time-consuming for the user and in some situations distracting and dangerous, for example while driving.
As a whole, the United States, China and Germany are the major travel nations. But many other countries have followed suit with regard to tourism. Worldwide, spending for travel services has been on the increase for years. The tourism industry is obviously delighted! However, the pleasure is even greater when the use of crowdsourcing provides the tourism industry with effective support to handle increased and new challenges. We want to present a few practical project examples.
It is common knowledge that the changes in the field of IT and “New Media” are progressing at a very quick pace and involve continuously new possibilities and trends. Based on its importance for marketing management, one can say that online marketing provides much more new knowledge than any other topic.
Companies must constantly observe the trends and changes in the areas of search engine optimization, search engine advertisement, further online advertisement options, social media, mobile devices, communication channels as well as web based interactive options in order to provide marketing activities that are target-oriented and up to date.