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
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
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
Suddenly, there’s no end of buzz around social media… companies are scratching their (metaphoric) heads and saying things like, “Surely there must be some effective way to leverage these vehicles like Facebook and MySpace…”
We all kinda knew this day would come, for the simple reason that buyers are people, too. In fact, they’re people […]
Continue Reading Add comment May 23rd, 2008
It’s easy to get traumatized reading much of the current business news…
the Fed chairman saying that “recession is possible”;
the head of the NBER – which officially identifies recessions (after the fact) – saying that a “severe” recession is likely;
and grim news from the housing and financial sectors, almost daily.
Here’s something to keep in mind about […]
Continue Reading April 29th, 2008
In his posting “What Works in B2B Technology Marketing”, Tom Pick over at WebMarketCentral has provided a nice summary of Marketing Sherpa’s free whitepaper, Business Technology Marketing Benchmark Guide 2007-08: Practical Data for B2B Software, Hardware & Services Marketers. (The whitepaper itself distills the complete Benchmark Guide, which is available for a fee […]
Continue Reading April 23rd, 2008