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 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
Ah, the conventional wisdom. It’s what most of us fall back on when we think we’ve seen the answer “somewhere” …or flat-out just don’t know the answer, but don’t want to say so. It’s also, no doubt, a key factor in explaining the incredible persistence of myths.
The ultimate antidote to myths, of course, […]
Continue Reading May 16th, 2008
It may be tempting to think of search engine optimization (SEO) as an optional expense or activity… something that can be put off almost indefinitely, with no real harm done.
In reality, nothing could be further from the truth. By failing to optimize your website, your B2B is probably missing much if not most of […]
Continue Reading May 12th, 2008
Like every organism in nature, your company is constantly evolving: developing new products or services, addressing new markets, changing its image to the world (aka branding). That means that your website – as the company’s “front door” these days – absolutely must evolve to keep pace. Few things are more off-putting to […]
Continue Reading May 5th, 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
You may have seen some of our postings summarizing industry forecasts for increasing industry online ad spending …recession or not. (See, for example, B2B Online Marketing Budgets Set to Rise Again in 2008 and Microsoft’s Yahoo Bid Reveals Confidence in Online Spending Growth.)
Of course, “industry spending” is simply the summation of many decisions taken […]
Continue Reading April 16th, 2008