Strategic Air Marketing

3 ways to improve your website’s organic search results

/ Bailey Burk / Leave a comment
Predictive keyword selection and relevant landing page content can improve organic search results

One of several ways to improve organic search results for your website is to understand how Google uses its algorithms for Ad Words’ quality score and page ranking.

Every time a search query is entered into Google search, a behind-the-scenes high-tech auction takes place based on the key word entered, keyword bid, and the corresponding landing pages that match to the keyword enquiry. This forms the foundation for Google’s Ad Words’ multi-billion dollar ad business. It also provides insight as to how to improve your search engine page ranking for organic search.

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Why strong brand recognition is important for organic search

/ Bailey Burk / Leave a comment

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As paid search advertising becomes more intrusive, organic search listings have become more illusive.

Depending on your browser search engine preference, you may have noticed a change in the SERP (Search Engine Page Results) for organic listings.

This is due to the fact that search engines make their money from paid search advertising and because of this, more page space is being allocated to paid search results at the top, bottom, and side bar of the browser window. Continue reading →

The importance of the creative brief

/ Bailey Burk / Leave a comment
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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 →

Why brands should establish ethical principles for data collection

/ Bailey Burk / Leave a comment

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Data collected should provide value to all concerned parties

The Altimeter Group published “The Trust Imperative: A Framework for Ethical Data Use.” The report gathered information from several different sources to provide a well-rounded view of how consumers view data collection and how organizations are starting to rethink data collection practices. Continue reading →

Mobile marketing: Shiny object or game changer?

/ Bailey Burk / Leave a comment

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There is considerable content being generated on the topic of mobile marketing. Data suggests that by 2016 there will be over 196 million smart phone users (60% of the population) in North America. eMarketer is predicting $67 billion in digital ad spending, of which $40 billion will go towards mobile internet ad spending. Obviously these are sizable numbers but we should not lose sight of the total ad spend which is close to $200 billion, with traditional (broadcast and print) representing $132 billion. Continue reading →

Making a case for business-to-business marketing investment

/ Bailey Burk / Leave a comment
Soft marketing metrics don’t impress the CEO or CFO

In most business-to-business vertical marketing segments, marketing is viewed as an expense on the balance sheet. One reason for this is that the justification for marketing has relied on soft marketing metrics — awareness levels, brand recognition, website visitor traffic, target audience reach, etc. While these marketing metrics are important and part of the marketing equation, they lack accountability for revenue generation. This reinforces the perception with the CEO, CFO, and COO that marketing is a cost center, not a revenue center.

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Business-to-business marketing and relationship building

/ Bailey Burk / Leave a comment
The longer the sales cycles, the more important the relationship becomes

Business-to-business marketing has always been about establishing a relationship with the prospect. One reason for this is most considered purchases involve multiple parties, resulting in extended sales cycle time. With the new technology of programmatic buying and selling of digital advertising inventory, ad technology companies would like for you to believe that a constant barrage of banner ads will substitute for a relationship built on trust.

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