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I've been in the marketing and public relations business close to 15 years now and if I had a dollar for every client who ever wanted to 'build buzz' I'd have a lot more money to show for those years. Buzz is the elusive goal of any marketing program. More...
At the July's Search Insider Summit in Colorado, there was a lot of talk about click fraud and how marketers are searching for ways to get more value from their search advertising dollars. A number of companies have responded to advertisers' needs by offering different methods of retargeting. Early results...
For many people involved in the Internet industry during the first heyday, Geoffrey Moore's 1991 best-selling technology marketing book, Crossing the Chasm, was the go-to resource for marketing high-tech products and services. Most marketers already recognized five distinct customer segments in technology marketing — innovators, early adopters, the early...
If you're like many online marketers, Pay-Per-Click (PPC) advertising takes up a sizable chunk of your budget, and email marketing is a regularly implemented program. But, somehow, you rarely even think of using "PPC" and "email marketing" in the same sentence — let alone of combining the two in...
As the marketing guru of your company, you've decided that its time to more proactively build a database of qualified leads that you can convert to customers. You keep hearing that the Web is a great place to tackle this kind of problem, but what are the actual...
There's been a ton of news on the Google-eBay announcement around pay-per-call. The message is that pay-per-call is a way to apply pay-for-performance advertising to something small businesses actually want — phone calls. The publisher now has something else to package and sell to businesses —phone leads. ...
When it comes to viral marketing, there's an assumption out there that's dangerously close to becoming conventional wisdom. It's the notion that marketers must be prepared to "relinquish control of their message" in a viral campaign. It's a blanket assumption, painted with a really broad, confident brushstroke. So I wanted...
Sure, there are cultural differences between consumers in North America and consumers in the UK and Europe. In New York I may greet a woman with a hug, a handshake, or just a smile and a nod. In Paris I may greet a woman with a bise,...
The AOL Search blunder has turned into a three-ring circus lately. Can you count how many articles that have been published over the past two weeks that discuss the ins and outs of what people search for? Those of us that have a twinge of voyeuristic behavior in our...
With the back-to-school season in full swing, we are reminded of seasonal trends influence over Pay Per Click campaigns. During the Back-to-School season in particular, we are likely to see traffic increases in the office supply, online education, and the children's apparel and accessory industries. We examined...