7 Rules for Agencies Getting into Search

I’m at the Search Engine Strategies Conference in New York and will be participating in a panel discussion tomorrow about agencies and search.  The topic raises an interesting discussion about where search engine marketing should fit.  Is it a PR activity?  An advertising program?  These are the questions that not only agencies are struggling with,

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The Super Bowl Best and Worst Ads

Every year there are lists of the best and worst ads from the Super Bowl – and usually I look at them with frustration because they have nothing to do with advertising effectiveness … just pure entertainment.  Entertainment is fine, but it’s hard to imagine that any of the advertisers in the Super Bowl will

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Do Impressions Matter in Search Marketing?

For clients new to search marketing, I have often explained the concept to them as "only paying for results."  In effect, the beauty and sales proposition of search marketing has always been that you are only paying for clicks, and impressions are essentially free.  I anticipate for many SEM professionals, this has also led to

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Going Micro: Affiliate Marketing Online Finds a Niche

Here’s a question.  If you are a marketer trying to reach consumers, would you rather hit 500,000 people in one site, or use 1,000 different sites (with a readership of 500 unique people each) to reach the same number of individuals?  Making the broad assumption that a higher majority of readers of smaller publications are

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Using Advertising for Micropayments

One of the biggest hurdles that online publishers have faced in trying to make money from content has been the lack of a single standard for micropayments.  While services like Paypal have made strides in popularizing a form of digital cash, micropayments of less than 1 cent still remain impossible online.  As a result, sites

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The Word of Blog

Imagine if online media outlets only ran advertising that they agreed with?  Of course, this level of censorship would never be tolerated (or legal), however blogs hold a special distinction when it comes to running advertising.  As a blog owner, you have complete control over what ads you display.  Unfortunately, the most prevalent form of

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The New Game of TV Marketing

A rising trend with the coming fall lineup for US TV networks is the desire and necessity to make shows more interactive.  Though the leap of making all show content available online seems a stretch for most shows (FOX’s Reunion being a notable exception), legions of shows are using non-traditional ways to deepen their relationships

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Google Adsense vs. Yahoo/Overture Sponsored Search – A ...

As an advertiser from an agency who has worked with both systems for more than a year now, placing multiple client campaigns, here’s my take on the good and bad of Google versus Overture (rebranded Yahoo): Google – What’s Good? Campaign can be started immediately without having to wait through a review cycle (except for

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Scariest Viral Marketing Campaign Ever

Movie marketing is always fun to watch, because in the midst of all the formulaic voice-overs in the same baritone predicting a hero or heroine finding "the one thing they never expected" … there is also a furious desire/necessity to do something different to connect with audiences and increase intrigue enough to get "bums in

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What Comes First – Creative or Media Planning?

An article released today from Media Life focuses on the rise of media planning and buying jobs in the market – with online recruiting website Talent Zoo reporting that "the number of media jobs available is roughly three times greater than it was this time last year, with the heaviest demand for these hard-to-find mid-level

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