Puerto Rico Internet Marketing Stuck at Step One

Back in April I started to answer a friend's question about how to kick start Internet marketing in Puerto Rico. Another friend recently asked, did I have any "great examples of local people who are doing a good job with social media marketing, pay-per-click, and SEO?" It was a welcome nudge to continue my exploration of how to help Puerto Rico marketers ease into Internet Marketing 2.0.

Unfortunately, I had to respond that I didn't really have any, which takes us back to step 1. However, in the process of completing this thought experiment, I did come up with some interesting things I thought I'd pass along.

I'll break down the request and answer each separately. So first off, I addressed pay-per-click advertising. As a big AdSense user, we know that very few companies are using Google Adwords. With around 70% of the search market, if you were going to run a pay-per-click ad that's where you have the best bang for your buck. However, what we at DondeEs.com see is a very shallow pool of Google Ads. This becomes apparent when you repeatedly see the same ads popping up over and over again. Take it from me, Google's strategy is to get as many ads in front of as many people as possible. If there were more companies advertising, we'd see them showing up on our site. And they don't. So that's strike one.

As I've documented ad-nauseum, as far as SEO is concerned, marketing executive's say "what?" Since Flash reigns on the island, most of our content is still difficult to find. Google has gotten better, but it takes an advanced searcher to string together just the right collection of keywords. For example, you'd think that medallalight.com would show up in a search for "Yellow Pass 2009". Think again. Strike two.

Social media, ahh, the promised land. Yes, Puerto Rico is way into Facebook and MySpace. However, our usage is more personal than it is commercial. While some companies have jumped on the social media bandwagon, I'd say that they are not generating the results they desire, other than to say, "yeah we do social media." So, three strikes and we're out.

Conclusion

We're (Puerto Rico) clearly at a critical transition point. With our economy in a power nose dive, it seems that the cost effectiveness of the Internet must emerge as a more prominent role in all local advertising campaigns. However, the void between what I see as possible (necessary) and mainstream promotion in PR is vast and wide.

It would be useful for PR to have some metrics to measure where we are at, with respect to Internet Marketing. In my next post I'll give a few indicators to help support my conclusion.

Flickr Creative Commons Contributor: extranoise

4 comments:

RayInPR

3 de agosto de 2009, 11:34
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dijo...

I've always wondered what's up with the proliferation of Flash for entire web sites here in PR. I guess that just helps people like us rise to the top of organic search results even when our blog posts are just hours old.

MC Don Dees

3 de agosto de 2009, 13:06
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dijo...

Part of this trend is a long-held belief that websites are interactive brochures mentality, another part is bells & whistles & dogs and ponies (if you know what I mean...), and through in a little laziness to complete the recipe.

Ray, thanks for reading and sharing your perspective.

Gil C. Schmidt

7 de agosto de 2009, 14:18
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dijo...

Great to have you back, Mr. Dees! Now if We could only pump up the love of tech and siphon off the lazy to make Our people more aware of the potential bonanza that interactive marketing represents, We'd have Us a party! Until then, it's more like a wake, with the corpse being Our economic future.

MC Don Dees

10 de agosto de 2009, 22:01
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dijo...

Thanks for your loyalty Gil. Got it. Pump up, siphon off, become aware, and then have a party. Wait a minute what are we talking about again?