Re: Branding online ... what's the point
The recent subject of acceptance of keywords and phrases, is very
interesting. But because of changes in the financial markets, it might
be more "freed" up.
This is because of the latest M&A (Mergers&Acquisitions) in the PPC
Search Engine Market. Today Overture announced another acquisition
within the PPC Search Engine Keyword Market. Overture acquired Norway's
Fast Search Engine. Last week or so it acquired Altavista.
What does this mean ? and Why ?
Overture needs to protect and become a pureplay Search Engine. This is
because of the recent acquisition of Inktomi by Yahoo. Yahoo acquired
Inktomi with the objective to prove that it, can also offer what
Overture and Google are offering and break into the new PPC Hot market.
If so, what will Overture/MSN become to Yahoo? They both signed up
Inktomi. As we know these two portals (MSN/YAHOO) are one of the most
searched portals (including the IE browser search button).
That is why Overture has been looking into smaller players. It has
taken a different approach. That is Acquisitions. In order to stay a
competitive player, it needs to acquire search "portals" those that
will make sure its survival.
Who will Overture look at next? Will they be smaller players in the
search market such as AskJeeves.com, FindWhat.com, Looksmart and
InfoSpace (metacrawler), or international players such as eSpotting. Or
maybe it will be portals.
Today eMarketer has reported that Keyword Advertising will increase the
next quarter (Q2-2002) to $131.2 million compared to the previous first
quarter (Q1-2002) of $106.4 million.
Meanwhile Yahoo hopes that Inktomi can pickup most of that, Overture is
preparing itself for a battle.
Marco Janeczek
Internet Presence Developer
Mazata.com Group
Received on Wed Feb 26 2003 - 16:50:23 CST
