Abstract: Nowadays, massification of Internet access represents one of the major challenges to the traditional powers of the State, among which the power to control its external image. The virtual world has also sparked the interest of social sciences which consider it a new field of study, an immense open text where sense is expressed. In this paper, that immense text has been accessed to so as to understand the perception Internet users from all over the world have of Portugal. Ours is a quantitative and qualitative approach, as we have resorted to buzz, thematic and category analysis. The results confirm the predominance of sea stereotype in others' vision of the Portuguese people, and evidence that national image has adapted to network communication through processes of individuation and paganization.
Abstract: This paper compares the search engine marketing
strategies adopted in China and the Western countries through two illustrative cases, namely, Google and Baidu. Marketers in the West
use search engine optimization (SEO) to rank their sites higher for
queries in Google. Baidu, however, offers paid search placement, or the selling of engine results for particular keywords to the higher
bidders. Whereas Google has been providing innovative services ranging from Google Map to Google Blog, Baidu remains focused on
search services – the one that it does best. The challenges and
opportunities of the Chinese Internet market offered to global entrepreneurs are also discussed in the paper
Abstract: Web intelligence, if made personal, can fuel the process of building communications around the interests and preferences of each individual customer or prospect, by providing specific behavioral insights about each individual. To become fully efficient, Web intelligence must reach a stage of a high-level maturity, passing throughout a process that involves five steps: (1) Web site analysis; (2) Web site and advertising optimization; (3) Segment targeting; (4) Interactive marketing (online only); and (5) Interactive marketing (online and offline). Discussing these steps in detail, the paper uncovers the real gold mine that is personal-level Web intelligence.