Executed correctly, an Ad Words and Display advertising campaign will complement your organic search results.
We’ve grown accustomed to believing that the search and social media platforms on the internet are a free service. The truth, however, resides in the fact that paid advertising on those mammoth digital platforms keeps all those bits and bytes flowing in and out of your smart phone, tablet, and desktop computer. Continue reading
Advertising that connects and differentiates starts with the creative brief
Advertising that persuades and connects with the target audience is a strategic investment. It’s the only medium that the advertiser can control the placement, content, and frequency of message. Therefore, it’s important to make sure the creative development of the ad is on target to achieve the business objective and inform the potential new customer of how and why the product offering will improve their lot in life. Continue reading
Is the constant drumbeat from ad technology firms overshadowing the importance of creativity?
For those of us left in the advertising business, it seems that every message we receive has something to do with ad technology and its unlimited possibilities for making advertising more effective. Continue reading
Knowing where your website traffic originates allows you to redirect your advertising to new territories.
The internet is the undisputed king when it comes to assisting us in researching and identifying items we are interested in or want to purchase immediately.
This can be attributed to the basic architecture of internet search. Keywords drive search. Therefore, when we enter a search query, in return we get thousands of potential websites that may or may not provide the immediate gratification of finding the items we are searching for. Continue reading
The advertising/marketing ecosystem is too large and complex to offer all services in-house
It’s an old illusion in the advertising business that agencies wanted to look larger then they actually were. The thinking behind this was that the more services you claimed to offer, the better chance you had of reeling in new accounts. It was this mindset that coined the phrase “full service” agency.
Creativity and experience matter more than ever.
Daily we are subjected to a constant barrage of marketing messages. From text messages for discounts from our favorite yogurt establishment, to emails from strangers, to online advertising featuring talking Geckos backed by Berkshire Hathaway’s unlimited media budget. It seems that there are neither limits nor boundaries that marketers will not exceed to try to get our attention. Continue reading
Why platform selection affects the quality and quantity of social media content
Social media, love it or leave it, is hard to get away from. What started as digital networks where like-minded users could connect and share information has grown into a multi-billion dollar network catering to sophisticated brand advertising and user generated content. Continue reading
The user’s value system is found in their DNA of experiences.
Brand differentiation comes from the user’s perception
There is not a huge amount of difference between leading brands. Depending on the category, almost all brands offer the same feature, function, and benefit to the user.
What makes a differentiated brand? Continue reading
The ad revenue model is blurring the lines between social media and advertising
In the early days of social media it was hailed as the replacement for advertising. The interruption model of advertising was so twentieth century and the permission model of social media was the darling of the new millennium. Continue reading
How to keep share-of-voice and maintain industry presence
Cost reduction is nothing new. The great recession accelerated the learning curve on how to reduce marketing expenditures by cutting personnel and marketing investment. However, as we fast forward to a new year and a recovering economy, when asked to reduce marketing expenditures one must take into account the value of marketing and the influence it has on the behavior of your customers and competitors. Continue reading