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Archive for the ‘Online Advertising’ Category

Twitter Impacts Web Traffic

March 4th, 2009
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Is there a way to measure the ROI of social media?

I ask this question all the time and rarely get a concrete answer because it’s just one of those tactics that’s difficult to measure.

Research from MarketingSherpa’s new Social Media Marketing & PR Benchmark Guide suggests that 43% of marketers rank the inability to measure ROI the most significant barrier to social media adoption.

I still don’t have the answer, but here’s one example of a way social media can impact an Internet marketing campaign:

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Online Ads: Find Commonality Among Consumers

January 19th, 2009
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I wasn’t looking for advice about online advertising when I scheduled time to talk to Jerry Shereshewsky, CEO, Grandparents.com, for a MarketingSherpa article I’m writing about marketing to grandparents.

That is what I should have expected from someone with 39 years of experience in the industry who last year took the helm of an ad-supported resource site for grandparents.

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Need Clients? Offer Relevant Online Resource for Targets

December 4th, 2008
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Is this marketing genius? Pontiflex, the self-dubbed first open and transparent cost-per-lead (CPL) market, yesterday announced the revealing of a free Online Advertising ROI Calculator.

It allows online advertisers and marketers (Pontiflex’s target audience) to compare the costs of online advertising campaigns based on CPM, CPC, and CPL pricing models.

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The “FW” Email Strategy…

November 24th, 2008
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For our money, PETCO has always done a good job with their online marketing, specifically in email. And that’s part of the reason why it was intriguing to see their most recent email campaign where John Lazarchic, Vice President of Ecommerce, for the pets products eretailer, penned a short letter truly in the form of a personal email. Read more…

Mom Marketing Lesson: Always Include Mom Bloggers

November 20th, 2008
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Marketers can’t afford to offend the powerful force that is the mom blogosphere. The recent Motrin mommy mess-up is a testament to that. Read more…

Brands Gone Wild

November 19th, 2008
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Am I the only sports fan to notice how more and more TV analysts in the niche are talking about individual athletes’ and sports teams’ as “brands”? Of course, they have always been, quote-and-unquote, brands. That’s real-world talk among marketing professionals.

But to protect the fans (or “customers”) from the game of marketing, this stuff was not supposed to be discussed in public. At least, that is the way it used to be. Yet, times have changed. Read more…

Marketing to Smartphones: It’s a No-Brainer

November 18th, 2008
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The BlackBerry Bold has been unveiled, and many folks compared it at launch to the iPhone. For what it’s worth, I think that’s a good thing for BlackBerry marketers.

 Because, no matter the brand, smartphones are not going anywhere.

There will be more brands entering this particular technological fray; some might actually outdo both the iPhone and the BlackBerry Bold.   And they will drive the wireless market further into the future.

 Before you know it, the smartphone will be akin to the television set in the late 1970s. Absolutely everyone will  have one, and the picture will likely be in color (if not high-definition).

Of course, they will be more affordable than ever, too.

As you might have read in an earlier blog, I have been looking for a marketer who has tested mobile-dedicated links and landing pages in their emails. Well, I have found one.

Stay tuned for a how-to article in the coming weeks. You’ll learn that marketing to smartphones now is a no-brainer – if you want to get ahead of the competition.

 

Web-Ad Brokers in Economy’s Crosshairs

November 4th, 2008
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There was an interesting article in a recent print edition of The Wall Street Journal about how there may be tough times ahead for the more than 300 advertising networks on the Web. The online edition of TWSJ is not a freebie, so I will summarize. Read more…

Build Your Brand at Little Cost with UGC

October 28th, 2008
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User-generated content started being a hot topic a couple of years ago. It’s not that marketers are truly ignoring it, but I think it’s fair to say that the buzz has fizzled a bit.

Perhaps this has something to do with an economy that’s been sticking its tongue out at the public for about a year now. Ya think? Read more…

Design Landing Pages Based on Objectives

October 18th, 2008
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Jacqueline Simpson, Marketing Manager, Tourism British Columbia, and her team are constantly testing their opt-in landing pages for multichannel campaigns. They came upon a particularly outstanding group of findings recently.

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