Right On The Spot #3 Interview with Lucas Morea, Monografias / Latinedge

Internet Marketing News, Reviews and Interviews # 3 September 2004

RIGHT ON THE SPOT - INTERNET MARKETING NEWS, REVIEWS & INTERVIEWS - Issue # 3 September 2004

HEADLINES IN THIS ISSUE OF RIGHT ON THE SPOT:

@ EDITORS NOTES - OUR FIRST YEAR GOES BY

@ ANNOUNCEMENT OF IMC GOTHENBURG 2004 - NOVEMBER 29-30TH 2004

@ NEWS FROM AROUND THE WORLD OF MARKETING

@ REVIEW: WHO IS "RIGHT ON THE SPOT"?

@ INTERVIEW WITH LUCAS MOREA FOUNDER & PRESIDENT OF MONOGRAFIAS.COM / LATINEDGE.COM BY LENNART SVANBERG

@ LINKS

@ FEEDBACK & SPONSOR

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@ EDITORS NOTES - OUR FIRST YEAR GOES BY

Right on The Spot started as an idea after IMC Vancouver 2002. The participants at the conference asked for continuous information about Internet Marketing from the producers of IMC - Right On The Spot became the answer. It took a year to get it started and another year to have produced our first three issues.

There are many obstacles to overcome; learning what to do, when to do it & how? Our idea is to combine timeless news, reviews & interviews about Internet Marketing into a readable format ten times a year. Each issue has also had an interview; there has been a review each time of who is "Right On The Spot" and news from various sources on the Internet but our goal of 10 issues is not reached.

To reach the goal of 10 issues the format for ROS will be a text-only issue instead of HTML. As an editor I'm good at text but I realize that design-skills are needed for HTML-issues. Deadlines for upcoming issues to advertisers will be presented to you in ROS#4.

Happy reading from your editor,

Lennart Svanberg

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@ ANNOUNCEMENT OF IMC GOTHENBURG 2004 - NOVEMBER 29-30TH 2004

Finally, I can announce our next big step in the exciting history of IMC.
Lennart Svanberg in partnership with Stroede Customer Development presents:

***** IMC Gothenburg 2004 *****
* Burgarden Conference Center *
****** November 29-30th *******

There have been a number of delays due to various reasons; changes in the organisation committee, requirements from sponsors, but mainly I miscalculated that Swedish people need to enjoy their three summer months to the full. In Sweden during June, July and August not much really happens in the way of business, other than tourist related business.

We Swedes can work extremely hard - but preferably not during the few months we can experience high temperatures and nice weather. It's not good business practice but it's the way things happen here. Until recently, Sweden almost closed down entirely during July as far as business goes. Saab, the car manufacturer, for example, closed down their entire factory in Gothenburg (where our next conference is situated) during the full month of July. This is not the case anymore, but do not count on getting hold of people in Sweden from the second half of June until the first half of August - they're either on holiday or temporarily residing at their summer houses.

Swede's and Scandinavian's need for summer holidays due to the extremes in climate here is one of the practical examples of cultural differences that are important to marketers, whether they are Internet Marketers or not. IMC Gothenburg is the first conference I would call "European" as previous IMC events held in Europe have focused mainly on North America. IMC Gothenburg 2004 however, is geared to the scene in Europe and a "must event" for Internet Marketers that want to learn how to get hold of and work the European markets successfully.

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LEARN ABOUT OUR PARTNER SPONSOR

*** Stroede Customer Development - IT-Solutions for e-Marketing ***

Visit: http://www.stroede.com

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==> The development of the European Market

The reason it has taken so long to dedicate an IMC event to the European Market is simply that it's first now, in 2004 that we can talk about a European Market for Internet Marketers. There have been several good Internet Marketing events in Europe prior to 2004 but none with the scope of the IMC in Gothenburg. Up until now, North America has led development so rapidly that we had to focus on getting the latest information from North America. Now, in 2004, there are a number of good marketers and companies in Europe that are standing on their own two legs as far as development and clients go in the Internet Marketing Industry of Europe.

An anonymous example of developments in the last year is a quote from a company owner: "Previously we used technology developed in North America to optimize for keywords in Europe. Recently we have replaced the North American technology with a technology that is much faster, better & more reliable for our purposes in Europe."

The main difference facing Internet Marketers in Europe versus North America is the number of different languages. In North America you can rely on one language, English, and succeed very well. To succeed in Europe, like Tradedoubler http://www.tradedoubler.com/, or Espotting, http://www.espotting.com, you need to adapt your website to cater for several other language groups. There are naturally other problems facing Internet Marketers in Europe as far as culture and currency issues are concerned (both Great Britain and parts of Scandinavia are outside the EMU, European Monetary Union) but the main issue is languages.

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LEARN ABOUT OUR GOLD SPONSORS

*** Prodocon - Protects your intellectual property rights on the Internet ***

Visit: http://www.prodocon.com

*** Incordia - Web Services e-commerce & Content Management ***

Visit: http://www.incordia.com

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==> Speakers at IMC Gothenburg 2004

The speakers confirmed as of today at IMC Gothenburg 2004 represent three important language groups in Europe; Scandinavian (Swedish, Norwegian, Danish and Finnish), English & Spanish. There may also be other languages represented as well depending on which speakers we confirm in the coming months. Even though different language groups are represented, the conference language will be English.

The IMC Gothenburg speakers represent a broader variety of subject matter than at any previous IMC event over the last five years. IMC Gothenburgs main partner and Partner Sponsor, Stroede Customer Development, http://www.stroede.com, is one of the oldest marketing companies in the world dating from the 1940's. Stroede started its business handing out brochures for companies, such as IKEA, but over the years has developed into a highly sophisticated company that takes care of, for example, Volvos entire customer relations with their Volvo Card owners.

On the other side of the spectrum we have very young companies. Incordia, http://www.incordia.com, an E-business platform provider that are market-leaders in Sweden for small to medium sized companies. Intervex, http://www.intervex.se/, a market-leader in Gothenburg for Content Management Systems and Prodocon, http://www.prodocon.com/, a very young company that has managed to capture a large portion of the domains market in Scandinavia. Each of these companies, Incordia, Intervex and Prodocon started their businesses as late as in 2000 and 2001, with great success.

Other companies represented at IMC Gothenburg 2004 are Net Options, http://www.netoptions.se/, focused on customer relations, Webanalys, http://www.webanalys.com, Scandinavia's first company within Search Engine Optimization, Make Me Top, http://www.makemetop.co.uk/, one of the world's biggest firms within Search Engine Optimization & Marketing and Espotting, http://www.espotting.com, Europes first Pay-Per-Click Search Engine.

Another company of note is Tradedoubler, http://www.tradedoubler.com/, the largest company in Europe in the Internet Marketing business. Their annual turnover exceeds Euro 20 Million. Not bad for a company that started in 1999. Finally Google, http://www.google.com, is going to present their possibilities to help you succeed on the Internet. Google started their business in 1998. Their market capitalization value in September 2004 is 4 Billion US$.

This is a partial list of companies represented so visit http://www.internetmarketingconference.com for updates.

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LEARN ABOUT OUR SILVER SPONSORS

*** Intervex - Dynamic Content Management System ***

Visit: http://www.intervex.se

*** Netoptions - Creator of BizWizard - Managing Customer Relations ***

Visit: http://www.netoptions.se

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==> Information & Early Bird Registration for IMC Gothenburg 2004

IMC Gothenburg will field the finest expert speakers in their respective areas of Internet Marketing in Europe. The two-day event will be moderated by yours truly: Lennart Svanberg, Europe's King of Internet Marketing (The only European to successfully arrange Internet Marketing Conferences in North America).

So, be there on November 29-30th, in Gothenburg to learn, to network and do business with other like-minded Internet Marketing people and those who plan to enter the Industry.

For early-bird registration up to and including October 1st, there is a special price of only 2.495 SEK, or ? 270, for 2 full days of intense conferencing at the IMC. It's half our regular price so don't postpone your decision - You can't afford not to go!

For the latest information & registration, visit:

http://www.internetmarketingconference.com - you can't afford not to go!

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LEARN ABOUT OUR BRONZE SPONSOR

*** TradeDoubler - Improving Online Business***

Visit: http://www.tradedoubler.com

Be a sponsor at IMC, contact lennartsvanberg@lennartsvanberg.com.

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@ NEWS FROM AROUND THE WORLD OF MARKETING

- This news-section is a compilation of online news since our last issue.

==> IAB / Pwc Reports Third Record Setting Quarter For Internet Advertising

Internet advertising revenues (U.S.) for the first six months of 2004 were approximately $4.6 billion - a 39.7% increase over the first half of 2003. Internet advertising revenue totaled approximately $2.37 billion for the second quarter of 2004, representing a 42.7% increase over same period 2003. Q2 2004 revenues represent a 6% increase over Q1 2004.

==> Americans Read Internet News without Reducing Their Use of Other Media

The old media law that Marshall McLuhan suggested in the 1950's still holds. No new media makes another media go away.

A US-nationwide Harris Poll reveals that 26% of people who go online for news say that this use of the Internet reduces their use of other media such as television, newspapers, news magazines and the radio. But most (57%) say that it does not change their use of other news media, while 13% say that it changes their use of other media but doesn't reduce it.

==> Email Marketing at its low - Search Engine Marketing at its peak

An interesting report from Ad-tech in San Francisco concludes that Email marketers are having a hard time while Search Engine Marketers are having the time of their life. The provocative conclusion is that now is the time to go for Email marketing and not for Search Engine Marketing.

==> The Importance of the Hypertext Document Title

The title is the element that identifies globally the document's content. It is one of the most important contributors to a positive user experience for a Website's visitors. Ironically, the title is commonly overlooked, or not considered, possibly because browsers don't use the title within the document's body.

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