8 | DMNEWS | April 20, 2009 | www.dmnews.com
E-MAIL AUTHENTICATION PROTECTS BRANDS, CONSUMERS P10 WORD OF MOUTH LAPTOP PURCHASES ARE HEAVILY INFORMED BY PEERS P16 MOBILE JAMESON TEXTED ST. PADDY’S DAY TOASTS P18
FT partners with Philips for NAILEDIT
multichannel health content Josh Himwich, director of
world’s most respected media organiza-
e-commerce operations and
tions, and Philips is a thought leader in user experience for Diapers.com,
multiple spheres including the health and discusses how PowerReviews’
“It is a good example of the FT creating
SEO software helped drive
new franchises that are both of interest to trafﬁc to the e-commerce site
our readers as well as a truly integrated
multiplatform solution for our commercial
partners,” he added. “This is a key pillar of Q Why is it challenging for user reviews Q Why was now a good time for Diapers.
our business strategy. In terms of expanding to drive trafﬁc to e-commerce sites? com to use the software?
other outlets for [readers’] engagement, this
is an excellent example of the FT delving A When Google and other search A It’s always a good time for search engine
into a key topic on multiple levels to add robots are looking at product detail optimization (SEO). But speciﬁcally now,
further value for our readers.” pages, with the way the technology even in this tough economy, pay-per-click
The FT also has built a custom microsite, currently works, they can’t index the (PPC) prices are not going down. The only
www.FT.com/FTHealth, for the venture, as user reviews — they’re blocked. So, it’s way to combat that is by being good at
well as an FT Health blog. Philips will be challenging to ﬁgure out how to expose SEO. The good thing about SEO is that a
featured prominently on these sites in an those reviews to search engines. lot — I’d say 80% — of the work is up front.
effort to better engage business and opinion If you do it well up front, then you only have
leaders with the Philips business. Q Why can indexing user reviews drive about 20% maintenance. But with PPC,
In addition to the FT-branded sites, more trafﬁc? you’re in the weeds all the time.
The Health series will be inserted into FT issues Philips also is working with the publisher on
its own online portal, GetInsideHealth. This A There are certain qualitative words Q Why is this type of marketing effective
By Lauren Bell new portal, which offers monthly subscriber that we would never use to describe a for the mom demographic?
: The Financial Times (FT) has teamed newsletters, will feature FT content along product, but customer reviewers would.
up with health and well-being company with content from other media companies. We shy away from words like “best,” but A Everyone wants to be very cautious
Philips to launch a new content series in GetInsideHealth can be accessed through a reviewer might say something to that and careful with their babies — that’s the
print and online. Philips.com. effect. For example, Google would index spirit in which these moms give reviews.
Part of a global brand campaign for Although this type of partnership is not the word “best” along with a certain The reviews are very in-depth and give
Philips, the Financial Times’ Health series is new to the FT, Bowyer noted, this particular product. So this increased trafﬁc when speciﬁc observations about the interac-
also an entrée into a new niche market for project stands out because it is fully inte- people would type qualitative words, as tions of their children with the products.
the business-focused publication. grated across print, online and conference they often do, into a search engine. They want to have that sense of helping
Philips is the sole advertising sponsor of platforms globally. And, although the initia- other parents. So indexing those reviews
Health’s four-part magazine series, which tive may seem like custom publishing for Q How does PowerReviews’ software is important.
is being distributed in March, May, Sep- Philips, he added, editorial integrity will help marketers index more easily?
tember and November as a 48-page insert remain “paramount.” Q What were the results?
in the UK, continental European and US “Healthcare is a critical issue to our read- A PowerReviews packages up the
circulations of the FT. Globally, the FT has ers, and Philips saw this as an excellent ﬁrst 15 user reviews, and we put them A Just two weeks after the launch in
a circulation of 431,900.