Keyword research – find out, what your customers are really looking for

In order to be able to target your customers through the Internet, you need to know, which keywords they use to look for certain information.
When people want to buy something, they often look online first. Especially buyers of computers and consumer electronics rather rely on search engine results before buying, than on social media. This is shown in a stuy by comScore ('The Value of Retail Search and Position') that asked more than 1000 buyers. 30 percent of people asked in the study said, they would use search engines as a first or second step when looking for information.

In order to find out, which keywords are used by your potential clients, use the following tools online:

• Google AdWords Keyword Tool
  Enter a search term here and the tool will give you other search terms related to it. You can also see the popularity of keywords over time here.
• Google Trends
  Here you can see trends of keywords you entered.
• adCenter Labs Keyword Forecast
  Shows the popularity of keywords entered.

Use your newly acquired knowledge and revise your website so that you will be found in search engines with your chosen keywords.

Your online reputation: How to monitor yourself or your company on the Internet

A reputation can be easily damaged - especially on the Internet. Therefore, you should always check what appears online about you or your company/organization on the Internet.

Simply google your name and see what you find on the online. Then google the name of your company/organization. Also google your website to find out if and where it is mentioned. Additionally, you should enter your name, your company’s/organization’s name on Twitter to find out whether someone twittered about you.

This way, you can find out what others are saying about you or your company/association. You can also find out if your work or your business name is used (without your permission).

You should set up a Google Alert, so you do not always have to google your own name. You will be sent an email as soon as Google finds something on your search term.

If you find that someone uses your information, data or work without your permission, spreads negative information about you, you can either ignore it and hope that the person fails to do so in the future. You can, of course, confront the person directly, and also ask why she/he did it. A third possibility is to get professional help. There are firms or lawyers, who specialize in such cases and know what to do.

Do not forget to check again, what is distributed through online about you and make sure that your image does not suffer.

Marketing in the clouds - green information and communication technology?!

The term "cloud" or "cloud computing" is based on an infrastructure or business model delivering data, entertainment, news and other products and services directly in realtime from the internet to the device. Data does not have to be stored on your own computer anymore, instead it can be retrieved from everywhere with a internet connection.

Google is probably the most famous example for an organization building in the clouds. The most known services by Google - such as Google Mail, Google Documents and Google Earth - are supplied from a cloud.

The cloud is growing at a time when everyone is talking about climate change and reducing emissions and also contributing to an increase in energy consumption. When the cloud grows and more and more data is being saved in the cloud, the energy consumption of the cloud grows as well. All the data that is being shown in realtime, virtual mountains of videos, pictures and other data have to be saved somewhere and also have to be available immediately. The "somewhere" are data centers - huge facitities saving data and eating big amounts of power. The ones making decisions on how the clouds are built rather care for making even higher profits, instead of taking care of reducing emissions or stopping the climate change.

Facebook for example gets its power from a supplier who gets most of his energy from coal power stations. These are the biggest source for greenhous gas in the US (Facebook group that wants Facebook to use renewable energies: http://www.greenpeace.org/coalfacebook). Yahoo! on the other hand has its own data center, powered by hydroelectricity, which reduces the carbon footprint.

Despite the economic crisis the cloud computing industry is growing. The data centers of the industry leaders are growing in number and in size. How much electricity is needed for cloud computing every year is not clear. It is also not clear, how much more electricity will be used during the next years.

At the moment, more and more companies in the cloud computing business are trying to reduce the energy consumption of their data centers - mainly to reduce costs. For most companies, the ecological advantages are of secondary concern.

If cloud suppliers really want to offer green and renewable clouds they will have to use their power and influence to make more investments in renewable energies possible and also promote laws associated with it. Also, we need much more investments in research and development of storage media.

Greenpeace started its “Cool IT Campaign” in 2009. With the help of dedicated companies and also the public, the campaign tries to put pressure on the information and communication technology (ICT) industry, in order to reduce greenhouse gas emissions. Additionally, Greenpeace supports a policy that combats the climate change and increases the use of renewable energies.

It will take a while, until cloud computing becomes totally green. Until then, the advertising of cloud suppliers stays greenwashing (with a few exceptions)...