Weblog Article Peer Review Form B – Second Review

Writer’s Name: Carmen Keers

Assessor’s name: Janoeke Pauw

Date: 14 October 2007  

Rating Scale: 1 = Yes 2 = Somewhat 3 = No

Rate the article by giving a 1, 2 or 3 for each question. Read the article once to get a general idea of what it is about, then read it a second time to rate it.

1. Is the topic interesting? 1

2. Is the title original and appropriate? 1

3. Is the introduction complete? 1

4. Is the body of your article complete? 1

5. Is the conclusion well-developed? 1

6. Is the article well-organized overall? 1

7. Is the article easy to understand? 1

8. Is the article interesting to read? 1

9. Has any plagiarised material been removed? 3 

Do you feel that the writer has improved the article? Why or why not? Be specific.

Yes, I do. She improved two of the three points which I thought she should improve for a good article. One point she didn’t improve is the titles in the article itself. I think these give the article a more clear structure, but without these titles it’s still a good and well-organized article. 

Has the writer changed the article adequately according to your suggestions forimprovement of your first assessment? Describe the changes and state specificallywhether you think they are an improvement.

I made comments about some sentences, words and the missing titles. She corrected the sentences and words. Those were the most important things for an improvement. 

Are you happy to have this article on your weblog? Why or why not? Be specific.

Yes, I am. It’s a good written article and the subject is very interesting for our O’Neill project.  

Give the writer this completed form.

Behavioural Targeting,
the dream of the direct marketer 
By J de Groot.

Behavioural Targeting (BT) is an innovative way of getting in contact with potential buyers. The principal of BT is that the potential buyer is monitored in his search behavioural. It’s simple, monitor the Internet user who’s hungry for information. Find out what he is looking for, find out his weakness, and then when he’s least expect it… confront him with an effective pop-up. Imagine, you desperately need a new surf short. You use the Google search engine. You type in ‘surf short’ and the quest for a new surf short is on. After a dozen of site’s and collections you find your ‘one-out-a-million’ surf short. But the next time you open your Internet explorer a pop-up will shown about the new collection of O’Neill’s beach-ware. How come?  

This is a typical example of behavioural targeting. The Internet users are segmented in ‘interest groups’. In other words they know what you like… And they make profit out of that knowledge. And we the ‘poor sheep’s’ are buying it…  

Using BT technology
Study’s shown that behavioural targeting is a very effective way of communicating with potential customers. It’s saving money in research, and effort in reaching clients who are probably not even interested in the product. The most important reason companies a using the BT technology is that is a very cheap 24/7 advertising campaign.  

For each business a different costumers approach.
There are several types of BT. So whether you’re in banking or you sell shoe’s there’s always a BT solution for your business.

The first most common type is based on the amount of search hits of a particular type of website or web-page. For example if you are visiting the sites of O’Neill, quicksilver or Billa Bong you would be placed in the ‘surf orientated-segment’. This information is stored on your own computer in cookie-files. The next time you open a site as ebay.com the banners and pop-up will be about surf stuff.
The second type of BT is based on the ‘top five keywords’ of an article the user is reading. Every website or web-page contains keywords. Those word help the search engine find them. If you are publishing a site about beachwear, effective keywords would be ‘swimsuit’, ‘surf’ and ‘beachwear’. A search engine like Google will read these words and compare them with the searchers request. Based on the similarity of the keywords and requested information, the search engine is ranking the sites in order of relevance. When you visited the site the BT technology is reading the top five key words. Based on the words the visitor is placed in a segment. And the rest is the same.
The third and final type of BT is based on the visitors on your site. When you visited a site you are placed immediately in an interest segment. This can only work with sites which are build for the BT technology. 

Now you know….
You see there’s a lot cooing on in the advertising world of Internet. But don’t feel assaulted in your privacy, and make your own profit out of this. After all what’s better than the bargains are coming to you, instead of hours looking for it. 

Weblog Article Peer Review Form B – Second Review

Writer’s Name: J de Groot
Assessor’s name: M Glas
Date: 10-10-2007

Rating Scale: 1 = Yes 2 = Somewhat 3 = No
Rate the article by giving a 1, 2 or 3 for each question. Read the article once to get a general idea of what it is about, then read it a second time to rate it.
1. Is the topic interesting? 1
2. Is the title original and appropriate? 1
3. Is the introduction complete? 1
4. Is the body of your article complete? 1
5. Is the conclusion well-developed? 1
6. Is the article well-organized overall? 1
7. Is the article easy to understand? 1
8. Is the article interesting to read? 1
9. Has any plagiarised material been removed? 3 (because there was no plagiarised material to remove)

Do you feel that the writer has improved the article? Why or why not? Be specific.
Yes, it’s even more clearly than before. The spelling and the use of words are corrected.  
 

Has the writer changed the article adequately according to your suggestions for improvement of your first assessment? Describe the changes and state specifically whether you think they are an improvement.
Most of the suggestions I made are processed. He changed ‘how’s’ into ‘who’s’ and some of the words and sentences are modified. I think this version is much better than the first one.

Are you happy to have this article on your weblog? Why or why not? Be specific.
Yes, I’m happy with this blog. It’s a nice article. The information could be very usefull to our O’Neill project. Because we want to arrange a web shop.

Weblog Article Peer Review Form B – Second Review

Writer’s Name: Janoeke P.
Assessor’s name: Carmen K.
Date: 12 October 2007

Rating Scale: 1 = Yes 2 = Somewhat 3 = No
Rate the article by giving a 1, 2 or 3 for each question. Read the article once to get a general idea of what it is about, then read it a second time to rate it.
1. Is the topic interesting? 1
2. Is the title original and appropriate? 1
3. Is the introduction complete? 1
4. Is the body of your article complete? 1
5. Is the conclusion well-developed? 1
6. Is the article well-organized overall? 1
7. Is the article easy to understand? 1
8. Is the article interesting to read? 1
9. Has any plagiarised material been removed? 3 

Do you feel that the writer has improved the article? Why or why not? Be specific.
Yes, I only made a few little comments but she did improve them.

Has the writer changed the article adequately according to your suggestions forimprovement of your first assessment? Describe the changes and state specificallywhether you think they are an improvement.
I made comments about the written language and spelling mistakes. She corrected them all.Are you happy to have this article on your weblog? Why or why not? Be specific.
Yes, I do. I think the article is interesting to read and well-developed. Also the conclusion is interesting for our O’Neill project.

Will online advertising take over the traditional media?

Advertisers have been using traditional media for a long time. They have spent millions of dollars on radio, television, newspapers advertisement to attract consumers. Since a couple of years internet advertisement is also making it’s way to the top. Advertisers recognized this and spent a lot of money on the possibilities of the internet. They replaced the options they used for television and magazines or they use a combination of the two. So online advertising is increasing very fast, but the question is if the online advertising will take over the traditional media.

The new media are climbing to an unknown rate. Especially radio has been surpassed by the internet. Consumers are spending less time listening to radio then they do surfing the web or watching television. In addition, only 17% of consumers consider radio as the most essential media, while five years ago that rate was at 26%. Marketer senior analyst Ben Macklin says the radio ad spending is expected to grow 1,5% in 2007, but online ad spending will grow up to 22% in 2007.

Nowadays there are also a lot of video ads online to be viewed. A couple of years ago there were only banners or pages. The first attempt at online video advertising was attaching a TV ad to the front of an online video clip. But the industry soon recognized that it didn’t work for online clips because the ads where often longer than the clip itself. Marketeers are now shifting to ads that are especially made for an online audience. Like a 15 second spot or an ad that appears at the bottom of a screen and can be clicked on.User-generated video can’t generate a lot of advertising dollars. But to get the ad-friendly clips they want, video sites realize that they should give something in return. Some video sharing sites came up with something that will appeal to viewers and that also marketeers will like. They attach ads to videos they have inspected and then they share the profit with the video maker.

Those sound like encouraging words for the internet industry, but publishers still think the traditional media are very important in the advertising world. Results from analysts show that internet has a great future in online advertising. But in most cases there won’t be an either-or proposal. A mix of traditional media and online advertising can be fare more effective than using only online advertising.

Will online advertising take over the traditional media?

Advertisers have been using traditional media for a long time. They have spent millions of dollars on radio, television, newspapers advertisement to attract consumers. Since a couple of years internet advertisement is also making it’s way to the top. Advertisers recognized this and spent a lot of money on the possibilities of the internet. They replace the options they used for television and magazines or they use a combination of the two. So online advertising is increasing very fast, but the question is if the online advertising will take over the traditional media.

The new media are climbing to a unknown rate. Especially radio has been surpassed by the internet. Consumers are spending less time listening to radio then they do surfing the web or watching television. In addition, only 17% of consumers consider radio the most essential media, while five years ago that rate was at 26%. Marketer senior analyst Ben Macklin says the radio ad spending is expected to grow 1,5% in 2007, but online ad spending will grow up to 22% in 2007.

Nowadays there are also a lot of video ads online to be viewed. A couple of years ago there were only banners or pages. The irst attempt at online video advertising was attaching a TV ad to the front of a video clip. But the industry soon recognized that it didn’t work for online clips because the ads where often longer than the clip itself. Marketeers are now shifting to ads that are especially made for an online audience. Like a 15 second spot or an ad that appears at the bottom of a screen and can be clicked on.User-generated video can’t generate a lot of advertising dollars. But to get the ad-friendly clips they want, video sites realize that they should give something in return. Some video sharing sites came up with something that will appeal to viewers and that marketeers will like. They attach ads to videos they have inspected and then share the profit with the video maker.

Those sound like encouraging words for the internet industry, but publishers still think the traditional media are very important in the advertising world. Results from analysts show that internet has a great future in online advertising. But in most cases there won’t be an either-or proposal. A mix of traditional media can be fare more effective than using only online advertising.

Weblog Article Peer Review Form B – Second Review

Writer’s Name M. Glas

Assessor’s name J. De Groot

Date 10-10-2007

Rating Scale: 1 = Yes 2 = Somewhat 3 = No

Rate the article by giving a 1, 2 or 3 for each question. Read the article once to get

a general idea of what it is about, then read it a second time to rate it.

1. Is the topic interesting? 1

2. Is the title original and appropriate?1

3. Is the introduction complete? 1

4. Is the body of your article complete?1

5. Is the conclusion well-developed?1

6. Is the article well-organized overall? 1

7. Is the article easy to understand? 1

8. Is the article interesting to read? 1

9. Has any plagiarised material been removed? 1 ( there was no plagiarized material)

Do you feel that the writer has improved the article? Why or why not? Be specific.

-Yes, he changed the title of the article

Has the writer changed the article adequately according to your suggestions for

improvement of your first assessment? Describe the changes and state specifically

whether you think they are an improvement.

-Yes, because he changed the title, the article is now more attractive to read.

Are you happy to have this article on your weblog? Why or why not? Be specific.

-Yes, because is easy to read and a good subject for the O’Neill project.

Mobile marketing and other great advertising ideas!

The marketing for mobile phones is growing. More and more content is available on the mobile platform. Since almost every modern mobile phone is capable to run applications, movies, and games, it’s becoming very attractive for the business market to advertise on this media.

Let’s come up with the idea right away. The O’Neill TV clips which are located on their website right now are not very popular under the target group women (ages 17-20). However the core group (die-hard surfers) are familiar with the video content on the website, so that should be no problem. Since it’s our mission to attract the target group of women as I describes above, we came up with an idea for mobile video distribution.

The idea

The situation right now is that you can watch O’Neill videos on the website. These videos contains images of the coolest O’Neill surfers from the O’Neill surf and snowboard team. And are very popular under the website visitors of O’Neill.com. But for us it’s not enough. We want to reach a larger group, The women group. The way we want to realise this is to distribute the video’s on the mobile phone platform so you can easily watch them on your mobile phone.

Ok, But how does it work?

It’s very simple. We want to add an extra button next to the television window on the website where you can watch the internet clip. The extra button is called “Send To Phone”. When you hit this button. You will be automatically re-directed to a form where you can fill in your mobile phone number. When your number has been sent over to O’Neill, You’ll get an MMS message on your phone (Note: Your phone must support MMS, the multimedia alternative for SMS) with the video you saw in the television window on the O’Neill website. It’s up to you to share the video with your friends by Bluetooth. I personally hope the O’Neill video clips are going to be virals.

Other distribution ways.

After research we’ve found out that Youtube.com videos are very popular under the women target group. They add them as a gadget on their Hyves profile, or to use them on their weblog. I guess it’s a logical option to also release these O’Neill TV clips on youtube.com to reach more people. The benefit is that people get to know the brand O’Neill by this way.

That’s about it for this week. You’ll be the first to know if there are changes in the O’neill development.

M. Glas