Here at Compete we’re always looking out for new marketing and advertising techniques – and we found an interesting one recently. First, here’s the homepage of Skysport.com. I click on the advertisement highlighted below:
This is some misleading marketing here – but I have to say I almost admire the work that went into the effort. They’ve got what appears to be a news site, with a news story – complete with comments and Facebook likes. They are also clearly using IP-sniffing to generate content on the page (in my case, local weather).
This isn’t just a strategy for straight advertising either – these types of pages are also designed to work well in terms of SEO. I have a feeling there is a whole department somewhere at Google that must look at these types of pages to figure out how they can tell real content from just pure marketing pages – a job that was probably a lot easier when they were just simple link farms.
The next question is whether or not this is working – and we can check that using Compete PRO’s daily reach metric.
As you can see – people are looking at this page. And while I admire the work that went into this page, I can’t help but worry a bit about the future of the web when I see something like this – marketing disguised as content is nothing new, but with the internet you can take it from a sideshow to an art form. Consumers everywhere, beware!
Damian Roskill is the Managing Director of Marketing at Compete. Before Compete Damian was head of products for a video start-up and has worked in start-ups for most of his career. Damian's career aspiration is to be at one with the advertising universe. Damian can be found on Twitter as Droskill, or connect with him on LinkedIn at http://www.linkedin.com/in/droskill