By Eric Auchard
SAN FRANCISCO (Reuters) - Google Inc plans to split off its search marketing arm from its affiliate marketing business and sell the search marketing business at its recently acquired DoubleClick advertising technology unit.
The online search and advertising leader is looking to spin off its Chicago-based search marketing business, Performics, which employs 200 of DoubleClick's 1,500 staff.
Tom Phillips, director of DoubleClick's integration efforts with Google, said the company wants to dispose of the search marketing business to eliminate the perception Google might favor the unit in its search results and other efforts.
"It's clear to us that we do not want to be in the search engine marketing business," Phillips wrote. "Maintaining objectivity in both search and advertising is paramount to Google's mission and core to the trust we ask from our users."
In preparation for the sale, the Performics affiliate marketing business is being split off from the search marketing business and will continue to be run as part of DoubleClick.
Affiliate marketing is where advertisers pay Web sites to drive users to their ads. Search marketing is a process in which consultants help advertisers choose targeted keywords to help boost the audience for ad campaigns using Web search.
Google is the world's dominant provider of ads that are targeted to run alongside its free Web search results.
DoubleClick plans to run the search marketing operation as a separate business until it is sold. "While we have not yet identified a buyer, we've received preliminary interest from a number of our current partners," Phillips said.
A year ago, when Google announced plans to buy DoubleClick in a deal finally valued at $3.4 billion, the company said it was weighing its options for Performics. Following extended regulatory review, Google closed the deal last month.
The consolidation of independent players in the online ad industry has raised concerns among advertisers at the growing power of Google and Microsoft Corp, which paid $6 billion last year for DoubleClick rival aQuantive. Microsoft also has an outstanding $40 billion-plus bid to acquire Yahoo Inc.
Earlier this week, Advertising Age published a column by search industry analyst Danny Sullivan mocking Google for potential sales conflicts that could occur between its search engine and the Performics search marketing business.
"While all the attention on the DoubleClick purchase has been on whether it would make Google too dominant in the online-ad space, some search marketers have worried about a different issue: Is it right for Google to own a company that works for better (ad) placement on Google?" he wrote.
Sullivan hailed Google's move to sell the unit in a post on his Search Engine Land blog and called on Microsoft to do the same with the Avenue A/Razorfish search marketing business acquired in the aQuantive deal.
(Editing by Gunna Dickson and Braden Reddall)
New List Building Course Coaches on Latest and Workable Internet Marketing Tactics
Srini Saripalli, a professional information marketer who is often referred to as a business strategy expert and success engineer, is Launching "List Building 360", a list-building online training program/home study course, beginning Saturday April 12, 2008.
(PRWEB) March 18, 2008 -- Srini Saripalli, a professional information marketer who is often referred to as a business strategy expert and success engineer, is Launching "List Building 360", a list-building online training program/home study course, beginning Saturday April 12, 2008.
List building and email marketing methods that were in vogue when the World Wide Web was a young thing still remain in vogue today. Internet marketers have abused email marketing to such an extent that people are junking even genuine emails - now, it has become impossible to generate sales using these Jurassic Web 1.0 strategies. The result is that many infopreneurs are failing in their Internet marketing business and are losing their entrepreneurial steam rapidly.
List Building 360 promises to change all that. The course stays clear from unsuccessful, corny and age-old email marketing and list-building tactics, and focuses on practical and workable Internet marketing strategies based on a combination of savvy online and offline tactics. The course is geared towards existing internet marketers who are desperately looking for new, in-depth, expert list-building information that will enhance and revitalize their business model and deliver them the profits they always dreamed about. Aspiring internet marketers are also welcome to join the course.
List Building 360 will coach on the merits of employing a results-yielding integrated approach - an approach that will turn the list-building concept on its head and coach the participants about new and revolutionary techniques more suitable and workable in our present Web 2.0 and social media age. The course is made up of dynamic list-building training modules that will demonstrate:
-How to find highly motivated customers;
-How to explore new territories and markets;
-How to segment & target precisely;
-How to get that competitive edge with innovative products and
-How to get faster results with marketing campaigns;
-How to perform all of the above profit-generating actions by spending the least amount of time, effort and resources. and many more..
Moreover, this being a training program, it is ideal for home business owners who want to enhance their Internet earnings. Srini Saripalli adds a rider though: "Target your prospects with relevant messages across 360 degrees and you will have success. Note that, Internet marketing is a serious business for serious people who believe in doing serious work.
By: Srini Saripalli, a professional information marketer
(PRWEB) March 18, 2008 -- Srini Saripalli, a professional information marketer who is often referred to as a business strategy expert and success engineer, is Launching "List Building 360", a list-building online training program/home study course, beginning Saturday April 12, 2008.
List building and email marketing methods that were in vogue when the World Wide Web was a young thing still remain in vogue today. Internet marketers have abused email marketing to such an extent that people are junking even genuine emails - now, it has become impossible to generate sales using these Jurassic Web 1.0 strategies. The result is that many infopreneurs are failing in their Internet marketing business and are losing their entrepreneurial steam rapidly.
List Building 360 promises to change all that. The course stays clear from unsuccessful, corny and age-old email marketing and list-building tactics, and focuses on practical and workable Internet marketing strategies based on a combination of savvy online and offline tactics. The course is geared towards existing internet marketers who are desperately looking for new, in-depth, expert list-building information that will enhance and revitalize their business model and deliver them the profits they always dreamed about. Aspiring internet marketers are also welcome to join the course.
List Building 360 will coach on the merits of employing a results-yielding integrated approach - an approach that will turn the list-building concept on its head and coach the participants about new and revolutionary techniques more suitable and workable in our present Web 2.0 and social media age. The course is made up of dynamic list-building training modules that will demonstrate:
-How to find highly motivated customers;
-How to explore new territories and markets;
-How to segment & target precisely;
-How to get that competitive edge with innovative products and
-How to get faster results with marketing campaigns;
-How to perform all of the above profit-generating actions by spending the least amount of time, effort and resources. and many more..
Moreover, this being a training program, it is ideal for home business owners who want to enhance their Internet earnings. Srini Saripalli adds a rider though: "Target your prospects with relevant messages across 360 degrees and you will have success. Note that, Internet marketing is a serious business for serious people who believe in doing serious work.
By: Srini Saripalli, a professional information marketer
Langganan:
Postingan (Atom)
