Tracey Cheffey invents Search Marketing 3.0

In a highly innacurate article on Travolution, the travel marketing publication, Tracey Cheffey, Category Director at Yahoo Search Marketing has an attempt at creating a new buzzword, namely Search Marketing 3.0 (see Web2.0). In the article she claims that "while websites have evolved to introduce new opportunities for travel advertisers, so has search marketing – and some have dubbed this phenomenon Search Marketing 3.0".

Unfortunately for Tracey a Google search reveals two results only and shows that 'some', as claimed in the article, are none other than herself trying to start a new hype.

She goes on to suggest six features that provide functionality "essential for travel marketers in the future". Again, very difficult not to notice that most of these features have been available on the AdWords platform for years (in the past). So what is exactly new?

Wait, this article is getting stranger. Some paragraphs below she claims that:
"With 90% of travel purchases occurring after the initial session and 45% more than four weeks later".
Does that mean that there is 135% of conversions?
Impressive.

Good on you Tracey.

Original article.

Guardian testing transatlantic visitor targeting

Interesting news from the Guardian Online this week. Apparently the cutting-edge online publisher is testing a system that tracks Guardian transatlantic business travellers using their laptops on planes and across the pond.
The information is then used to target visitors with relevant advertising regarding their destination.

The initial obvious question is how many people can this cover in terms of volume and how many trips (IPs) does one need to change to have the relevant content served to them?

As advertisers love such initiatives we are looking forward to more news about these geo-targeting capabilities from Guardian and other publishers.

What do you think about geo- and behavioural targeting?