There’s been lots of talk for some time about the convergence of online marketing with the print advertising world. Of course, as this blog has discussed in a past entry, there’s the virtual catalog with its ‘thumb-through-the-pages’ technology. And there’s been new ‘online magazines’ debuting in recent years.
Well, Yahoo! has announced a program designed to target online viewers with display ads that originate from the Web versions of retailers’ newspaper circulars. Now, on its face, this is not entirely new. Specifically, grocery chains, drug stores and other retailers have made their circulars available for printable download.
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Michael Arrington of TechCruch recently posted an interesting analysis of Microsoft’s new Live Search CashBack campaign.
The program allows advertisers to offer users a rebate on online purchases made after searching on Microsoft’s Live Search. It moves advertising spending from a cost-per-click to a cost-per-action basis. It’s also an attempt by Microsoft to attract some of the shopping search volume away from industry leader Google.
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I’ve discovered that the customer loyalty strategy of sending out birthday emails is largely relegated to the restaurant biz. Read more…
I recently received an email from outdoors clothier Roots with a subject line that definitely caught my eye: “Free Economy Shipping This Memorial Weekend”.
The imperative word in that copy was “Economy.” With gas prices this summer seemingly ready to hamper consumer spirits, it reminded me that free-shipping promos will likely be hotter than ever. Read more…
What I’ll call “Talk TV” seems to be an emerging and sensibly low-risk medium for major brands to drive Web traffic via sports entertainment on the good ol’ tube. Read more…
We just published a Case Study about how eBillme ran an online video contest with extraordinary results. They got millions of YouTube views and gobs of media attention. Read more…
Excitement over advertising revenues was palpable among the online publishers I talked to all last year. That’s not surprising, given the 26% annual growth reported for online advertising reported by the Interactive Advertising Bureau.
Then, early this year, fears over the impact of the economic slowdown began to raise concerns about online advertising’s continued growth among publishers who were increasingly basing their business models on ad-supported content.
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E-catalogs that are navigated with a ‘virtual thumb’ in the turn-the-page sense have been a hot topic among marketers for quite some time. Do they produce sales? Are they worth the effort? What’s the point of an e-catalog when you have ecommerce?
I have searched high and low for a data-based, Sherpa-worthy Case Study on this very subject. The fact is, proving e-catalog activity creates sales with rock-solid data is difficult. Marketers who think they work only want to talk estimates or anecdotally. Read more…
Marketers buying on multiple ad networks might be stretched a little too thin. Focusing on fewer networks can help your response rates.
Jocelyn Griffing, Senior Vice President, Director of Online Media, ICON, cut down on the number of networks she used regularly from eight to four over the last year. Now she says campaigns that used to attract a 2% response rate are getting 9%.
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