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
Getting a handle on the ROI of your e-marketing is really pretty simple …and because it can be all-electronic, it involves a lot less guesswork or assumptions than measuring traditional marketing elements like direct mail or space advertising.
Let’s look at a fictional – but fairly typical – B2B example: Foobar Enterprise Software. Foobar’s […]
Continue Reading Add comment February 26th, 2008
Of course, it’s great sport to debate the strategy behind Microsoft’s proposed mega-gamble on Yahoo, and whether it might actually pan out. What’s clearly not debatable, though, is that Microsoft’s 40+ billion chips on the table represent a stunning affirmation of the probable future growth of online advertising …especially since we can be certain […]
Continue Reading Add comment February 13th, 2008
Many B2Bs consider it some sort of badge of honor to “bring their search engine marketing (SEM) in-house” …as though it were a checkmark item on some master business goal sheet. But if your business is drug discovery, or developing test-suite generation software for SQA, or anything not intimately related to search engines – […]
Continue Reading Add comment January 24th, 2008
ClickZ’s Kevin Newcomb has provided a nice summary of early results from the annual search market survey by the Search Engine Marketing Professional Organization (SEMPO).
One of the more dramatic year-to-year changes involves the attention being given to search marketing by senior executives. In the 2005 survey, under half of senior management respondents said they […]
Continue Reading Add comment January 8th, 2008