{"id":241,"date":"2006-04-28T13:01:43","date_gmt":"2006-04-28T11:01:43","guid":{"rendered":"https:\/\/weblog.bergersen.net\/jarle2\/?p=241"},"modified":"2016-10-21T01:22:28","modified_gmt":"2016-10-20T23:22:28","slug":"far-du-det-du-betaler-for-hos-nettkatalogene","status":"publish","type":"post","link":"https:\/\/weblog.bergersen.net\/jarle\/2006\/04\/28\/far-du-det-du-betaler-for-hos-nettkatalogene\/","title":{"rendered":"F\u00e5r du det du betaler for hos nettkatalogene?"},"content":{"rendered":"

Tenkte jeg skulle skrive litt om nettkataloger. Inspirert av Kapitals artikkel om s\u00f8kemotorer og kataloger p\u00e5 nettet. Hvis du vil se oversikten over hvem som gir mest trafikk videre til sine kunder – kan du se nederst i denne artikkelen.<\/p>\n

Nettkataloger – verdt pengene?<\/h2>\n

Et av mantraene i markedsf\u00f8ring er ROI – Return on investment. Det vil si hvor mye du tjener pr. krone brukt p\u00e5 markedsf\u00f8ring.<\/p>\n

Hvis du ikke er i den unike situasjon at du har et ubegrenset bel\u00f8p \u00e5 ta av – spiller ROI en stor rolle for hvordan du bruker pengene dine p\u00e5 \u00e5 markedsf\u00f8re produktene eller tjenestene dine. Generelt sett er det gjerne s\u00e5nn at jo mindre du er, jo viktigere er det at du f\u00e5r igjen mye per krone du bruker i markedsf\u00f8ring.<\/p>\n

Du skal ikke ha holdt p\u00e5 lenge f\u00f8r du har f\u00e5tt minst 10 telefoner fra nettkataloger som vil selge deg en oppf\u00f8ring. Og det er ikke grenser for hvor mange nye kunder du kommer til \u00e5 f\u00e5 – iallefall ikke f\u00f8r du har betalt for oppf\u00f8ringen. Mange av disse selger luft – det vil si at du sannsynligvis blir blant den sv\u00e6rt eksklusive sirkel som ser p\u00e5 din oppf\u00f8ring for det \u00e5ret du har kj\u00f8pt<\/p>\n

Noen av disse katalogene selger p\u00e5 at de har avtaler med Google og at du vil bli synlig i alle de store s\u00f8kemotorene. Dette er en sannhet med sv\u00e6rt mange modifikasjoner. For det f\u00f8rste har Google ingen slike avtaler, alle deres kunder stiller likt – og garantert synlighet i s\u00f8keresultatene (ekskludert betalte annonser som du kan se p\u00e5 siden av Google) er det ingen som kan selge deg. Enkelte av katalogene har suksess med \u00e5 bli synlige for s\u00f8keord som kan v\u00e6re relevante for din bedrift – men hva skjer den dagen du ikke lengre er villig til \u00e5 betale for oppf\u00f8ring hos en av disse katalogene? Da er det konkurrentene dine som f\u00e5r nytte av synligheten…<\/p>\n

Hvor store er de?<\/h2>\n

Dette med hvor store nettkatalogene er har ikke alltid v\u00e6rt like enkelt \u00e5 finne ut av. Jeg har skrevet om dette i mitt innlegg «Bes\u00f8ksstatistikk og nettkataloger»<\/a>. Noen av de store er med i TNS-Gallup unders\u00f8kelsen<\/a>. Dette er det eneste underlaget vi som annons\u00f8rer har hatt for \u00e5 kunne vurdere hvem som b\u00f8r kunne gi kunder og ROI og hvem som sannsynligvis ikke vil kunne det. I tillegg kan de mest oppeg\u00e5ende selvsagt sjekke i ettertid i sin statistikk for \u00e5 se hvem som gir trafikk til nettstedet deres. Men dette kan fort bety at du m\u00e5 gremme deg et \u00e5r for pengene du har brukt p\u00e5 en nettkatalog som ikke gir deg trafikk i det hele tatt.<\/p>\n

Men hvor store er de egentlig?<\/h2>\n

At Kvasir\/Eniro er store er det ingen tvil om hvis vi ser p\u00e5 TNS-gallup unders\u00f8kelsen. Sammen med Gule sider (som n\u00e5 ogs\u00e5 er eid av Eniro) er de s\u00e5 godt som ener\u00e5dende, og man skulle tro at det igjen betyr at de gir mest igjen for pengene n\u00e5r man kj\u00f8per en oppf\u00f8ring. Men i f\u00f8lge unders\u00f8kelsen fra Online Services AS som Kapital har publisert – samsvarer ikke bes\u00f8kstallene i TNS-gallup unders\u00f8kelsen med trafikken som man faktisk opplever fra disse.<\/p>\n

De st\u00f8rste katalogene og s\u00f8kemotorene – basert p\u00e5 trafikk<\/h2>\n

I henhold til unders\u00f8kelse av trafikk til 1300 norske nettsteder utf\u00f8rt av Online Services AS.<\/p>\n

 <\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n
\n

Kataloger<\/p>\n<\/th>\n<\/tr>\n

\n

Kvasir<\/p>\n<\/td>\n

\n

45,1 %<\/p>\n<\/td>\n<\/tr>\n

\n

Eniro nettsøk<\/p>\n<\/td>\n

\n

13,5 %<\/p>\n<\/td>\n<\/tr>\n

\n

Gulesider<\/p>\n<\/td>\n

\n

10,5 %<\/p>\n<\/td>\n<\/tr>\n

\n

Startsiden<\/p>\n<\/td>\n

\n

9,7 %<\/p>\n<\/td>\n<\/tr>\n

\n

Finn<\/p>\n<\/td>\n

\n

6,7 %<\/p>\n<\/td>\n<\/tr>\n

\n

Eniro Firmasøk<\/p>\n<\/td>\n

\n

2,2 %<\/p>\n<\/td>\n<\/tr>\n

\n

Internettkatalogen<\/p>\n<\/td>\n

\n

1,2 %<\/p>\n<\/td>\n<\/tr>\n

\n

Infoside<\/p>\n<\/td>\n

\n

1,0 %<\/p>\n<\/td>\n<\/tr>\n

\n

Telefonkatalogen<\/p>\n<\/td>\n

\n

0,6 %<\/p>\n<\/td>\n<\/tr>\n

\n

Nettkatalogen<\/p>\n<\/td>\n

\n

0,6 %<\/p>\n<\/td>\n<\/tr>\n<\/table>\n

 <\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n
\n

Søkemotorer<\/p>\n<\/th>\n<\/tr>\n

\n

Google<\/p>\n<\/td>\n

\n

64,4 % <\/p>\n<\/td>\n<\/tr>\n

\n

Abc søk Verden (Google)<\/p>\n<\/td>\n

\n

13,5 %<\/p>\n<\/td>\n<\/tr>\n

\n

MSN søk<\/p>\n<\/td>\n

\n

8,8 %<\/p>\n<\/td>\n<\/tr>\n

\n

Yahoo<\/p>\n<\/td>\n

\n

4,6 %<\/p>\n<\/td>\n<\/tr>\n

\n

Abc søk Norge<\/p>\n<\/td>\n

\n

3,7 %<\/p>\n<\/td>\n<\/tr>\n

\n

Altavista<\/p>\n<\/td>\n

\n

1,9 %<\/p>\n<\/td>\n<\/tr>\n

\n

Sesam<\/p>\n<\/td>\n

\n

0,9 %<\/p>\n<\/td>\n<\/tr>\n

\n

Google adSense<\/p>\n<\/td>\n

\n

0,7 %<\/p>\n<\/td>\n<\/tr>\n

\n

Yelo<\/p>\n<\/td>\n

\n

0,4 %<\/p>\n<\/td>\n<\/tr>\n

\n

Alltheweb<\/p>\n<\/td>\n

\n

0,4 %<\/p>\n<\/td>\n<\/tr>\n<\/table>\n

Noen forklaringer<\/h2>\n

Eniro, Kvasir og Infosiden er meg bekjent det samme. Kvasir sine tall innholder ogs\u00e5 s\u00f8k fra Google som kommer frem ved s\u00f8k i Kvasir. Eniro \u00f8nsker ikke \u00e5 opplyse hvor mye av trafikken fra Kvasir som er fra Google netts\u00f8k og hvor mye som er fra katalogen.<\/p>\n","protected":false},"excerpt":{"rendered":"

Jeg ble inspirert til \u00e5 skrive om nettkataloger, trafikk og markedsf\u00f8ring i forbindelse med at Kapital i p\u00e5sken publiserte Online Services AS sin unders\u00f8kelse av trafikk til 1300 norske nettsteder. Unders\u00f8kelsen har tidligere v\u00e6rt omtalt i bloggen min – og innholder litt krutt. Spesielt hvis du bruker mye penger p\u00e5 oppf\u00f8ring hos Kvasir\/Enrio. Den gir ogs\u00e5 et innblikk i den faktiske st\u00f8rrelse (i form av trafikk som sendes videre til annons\u00f8rer) for noen andre norske nettkataloger.<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[25,15],"tags":[],"class_list":["post-241","post","type-post","status-publish","format-standard","hentry","category-markedsfring","category-nettkataloger"],"yoast_head":"\nF\u00e5r du det du betaler for hos nettkatalogene? 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