Executed correctly, a Google Ads Search 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.
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 →
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.
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.
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.
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.
Each platform has its own particular tone and style. Understanding this allows for social media content to be developed to show a more human side of the brand or a more technical competency based on the objectives of the social media effort.
B-to-B brands seeking to use social media for engagement need to understand the strengths and limitations of their selected social platform. Where Facebook is perceived as a more B-to-C retail platform, there are numerous examples where B-to-B brands have used the platform to connect with rural outlying communities where their facilities are located.
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.
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.