A joint survey by BtoB and the Association of National Advertisers last year revealed a gap we’ve gotten used to seeing: whereas only 10% of B2B marketers surveyed viewed social networking as effective, 36% of B2C marketers saw it as effective. The B2B respondents said they used social networks, blogs and virtual spaces such as […]
Continue Reading Add comment July 3rd, 2008
It’s a fairly common narrative: our client XYZ Co. starts up a PPC program while waiting for their search engine optimization (SEO) to kick in …typically following a website redo. Once they see their results-page ranking move up to acceptable levels, we can expect to get the plaintive question: “Can’t we stop spending on PPC […]
Continue Reading Add comment June 27th, 2008
We’ve relayed a number of forecasts showing a continued rise in online ad spending for this year, despite the economic uncertainties. One of the latest comes from researcher eMarketer, showing online ad spending reaching $27.5 billion, up 28.5% over 2007. No surprise, this spending will be driven largely by paid search engine advertising, which is […]
Continue Reading Add comment June 23rd, 2008
The first thing journalism majors are taught in college is how to write an obituary. It’s true! Writing an obituary involves thinking about the highlights of the subject’s life from beginning to end, and writing about it in an extremely concise manner. This exercise disciplines the writer to focus on what’s most important, and to […]
Continue Reading Add comment June 17th, 2008
If your website is like that of most B2Bs, your “News” or “Press” section is somewhat of an afterthought. It’s like, “OK, finally we got all the important (product/service) content done; now what can we throw in under ‘News’ so we can get this puppy launched?” Too often, that ends up being […]
Continue Reading Add comment June 11th, 2008
We’ve spilled a lot of ink recently over the desirability of cranking up your online marketing aggressiveness during uncertain or shrinking economic times (see for example our blog posts, “How a Website Makeover Can Help “Recession-Proof” Your Company” and “Recession, Reshmession… Don’t Let the Headlines Scare Your Company into its Own Private Downturn”). Such aggressiveness […]
Continue Reading Add comment June 5th, 2008
You can’t turn on the TV or read the newspaper (and never mind the blogosphere!) these days without someone berating you for being insufficiently green or having too big an environmental footprint. It’s as though Al Gore and Kermit had suddenly been crowned kings of all media.
The result of all the hype – so […]
Continue Reading Add comment May 29th, 2008