Local Video Spam!

Leave it to MerchantCircle to figure out how to game the system. They've done a big deal with Spotzer (similar to Spotrunner, etc - produce local videos) to produce thousands and thousands of video ads for local businesses. They'll use the businesses information to create the ads, but from the looks of the sample, they aren't doing any customization or adding any information, real value, or real images or video of the business. Here's the text from the sample ad (a home theater store in Tennessee):

"When it comes to shopping, it's not easy to find just the right thing. Well look no further. We've got what you're looking for" (business name, phone number, city state and zip shown at the end - no street address)

So, what's the point of these ads, since they don't really provide any information on the business. They don't even include the street address, just a phone number (most likely a tracking number) and City information? The point is to be taken in by Google as "video spam", hoping Google will index the city information and phone number. If a user looking for information does see this, they'll have to call the number or click through to get any real information. This is what makes it spam. No real value or information, just there to fool Google. Let's hope they're too smart for this. But that's MerchantCircle for you.

MerchantCircle and Spotzer Partner for SMB Vids « Screenwerk

Advertiser feedback on negative reviews

Today, Greg Sterling asks if the ability for advertisers to provide feedback on negative reviews is the future of reviews. I tend to agree with him that it's the future of online reviews, but it's also the past of reviews. Why do I say that? Because this is what eBay has been doing for years. As we all know, feedback is the key to the success of eBay's marketplace. Without trust in the buyer/seller you're dealing with, their system will not work.

However, as with local sites, one negative review can really impact your business on eBay, so they needed ways to deal with that negative feedback. The first thing they do is that they have the ability for users (sellers especially) to dispute negative feedback, although this ability is used sparingly. The ability for the seller to respond to negative feedback is really the main tool they have to keey their rating solid.

As IYPs and other local sites prepare for the next stage in their evolution, content is going to be critical, and reviews are a big part of that content. Local sites implementing reviews need to make sure they're not just slapped into the site, but that they are built with thought behind them, processes to support them, and the ability to get the advertisers involved and engaged. As we've seen from Merchant Circle's infamous launch strategy, negative feedback on a website is always a strong impetus for advertisers to get involved.

Is This the Future of Online Reviews? « Screenwerk

MerchantCircle Launches Website Creation/Hosting

MerchantCircle has a new templated Website Creation product, which they're using to hook advertisers more deeply and offer a broader product set for those SMBs who don't have their own sites. Interesting quote for me here is that their next step is to move from impressions and clicks to calls. Seems a common theme that most local sites are moving to promoting calls as their key metric.

Kelsey Group Blogs » Merchant Circle Launches Web Site Creation/Hosting