Industry Eye: Tech Talk & Letteers to the Editor

Tech Talk

• Maximize Search Visibility

E-commerce technology provider MarketLive has released MarketLive 5.2, an upgrade to its e-commerce platform. The upgrade features the ability to create spider-friendly URLs, overcoming obstacles such as query strings, database characters and session IDs to enable every page on a Web site to be fully indexed by search engines. Keyword-relevant terms are embedded in the URLs to improve search rankings. Other features include the ability to customize the URL, page title and metadata configurations for each page of the site, and automatically create keyword-rich alternate descriptions for images. For more, visit www.marketlive.com.

• Print Labels Faster

Office products manufacturer Seiko Instruments USA has added the SLP 440 to its flagship line of label printers. The label printer features 300 dpi resolution thermal printing, 2-D barcoding, and networking and graphics capabilities. The SLP 440 prints labels in as little as two seconds, the vendor claims. Text from PC and Mac applications can be imported using the SmartCapture feature, which automatically recognizes information from specific applications and inserts it into the SLP software. For more, visit www.siibusinessproducts.com.

• Track Your Podcast’s Success

Online marketing services provider Oneupweb has launched PodTractor, a hosted tracking technology that lets marketers measure podcast performance. With the technology, anyone offering a podcast can track data such as most popular episodes, position in search engine results, and referral sites, which send the most listeners. The metrics are designed to help determine whether maintaining a podcast provides a return on investment. The service doesn’t require listeners to download tracking software in order to function. For more, visit www.oneupweb.com.

Letter To The Editor

Dear Editor,

Just a compliment on the July 2006 issue. I found George Hague’s article, “An Introduction to Merchandise Analysis” (July 2006 issue, pgs. 47-48), particularly helpful. I am looking for best demonstrated practices like this so as I get myself operating, I can maximize my opportunity for success. Has anyone used this technique for Web site catalogs? Any different measurement other than square inches, such as percentage of Web page?

— James P. Wolowicz, PMP
Former IBM senior consultant

The Author Responds:
When applying merchandise analysis to a Web site, the standard catalog inch-by-inch measurement system typically does not apply. Instead, pure-play Web merchants tend to evenly spread out the cost of their Web site hosting and maintenance/updating over the number of products on the site. Thus, the promotional cost gets amortized over the total number of products. Apart from that one change, most of the other metrics apply.

— George Hague
Senior marketing strategist, J. Schmid & Assoc.

To send a letter to the editor, write to Editor in Chief, Catalog Success, 1500 Spring Garden St., 12th Floor, Philadelphia, PA 19130-4094, or send an e-mail to pmiller@napco.com.