Just a few months after a fanfare launch, Google’s Wave online collaboration and communication tool has been ditched. Perhaps it was too clever for its own good or maybe Google failed to explain beyond the hype, but users simply didn’t get it and take up was poor. Those who did sign up will still get access until the end of 2010. We expect Google to continue to try new ventures in attempts to diversify its reliance on Adwords revenue.

There’s no doubt that social media activities are on the rise, with some marketing agencies dedicating special teams or even their whole company to offering social media services for their clients. Here at NetProspect we offer tried and tested strategies for optimised web marketing using the different social media platforms available.

It’s a developing area which every search engine marketing project should include as a core component.

NetProspect has already provided several of our clients with advice, guidance and implementation services to make best use of social media opportunities within their campaigns.

Whatever your view of twitter, facebook, LinkedIn, flickr, YouTube or any of the newer, emerging social media platforms, to ignore them during your web marketing planning would certainly be a missed opportunity.

Identifying click fraud begins with being aware of how different it can look depending on its source.

The ability to identify click fraud in the early stages depends on the amount of data you can get your hands on. And without using anything other than the reporting mechanism given to you for free by the PPC engines, you’re not really going to be aware of anything. You need to have access to comprehensive visitor data. NetProspect’s key to the success of spotting click fraud is the ability to track unique URL’s for every element of a campaign using it’s proprietary analytics solution – KeyMetrics.

NetProspect are researching a “Customer Latency” analysis model that generates a score for each unique visitor.

Following analysis of raw access files and customer transactions, these scores rank each customer against all site visitors for likelihood to respond to promotions and future value to the business, enabling the tracking of customer LifeCycles and creation of very high ROI marketing promotions.