The race between online display advertising and paid search ads to acquire ad dollars (and advertiser attention) is heating up. "A new report":http://www.clickz.com/news/article.php/3550221 from JupiterResearch is predicting that paid search revenues will "outpace" display advertising by 2010.
With its pay-for-performance model and reliability where delivering a positive return on investment is concerned, we all knew search engine advertising was going to be huge. There's some concern, however, that advertisers are relying too heavily on their paid search campaigns. The pay-per-search industry (as it was once known) got its start supporting display campaigns, after all; if banner placements were the jabs thrown at a fellow boxer for show, then the paid search placements were the uppercut that ensured a knockout performance. Increasingly, though, advertisers are forgoing display ads, choosing instead to rely almost entirely on the more dependable search variety. Is this a wise decision?
Continue reading "Display Ads and a Campaign TKO" »
Does search engine optimization matter when you are doing a viral marketing or teaser ad campaign? Absolutely! One Degree and the "Uncle Yaris" TV ads give us a textbook example.
Because "I wrote about yaris.ca":http://www.onedegree.ca/2005/09/27/toyotas-quirky-uncle-yaris a few days ago, we're getting a ton of search traffic right now on the terms _Uncle Yaris_ and _Yaris.ca_
I find it truly ironic that I wrote "they're from Toyota as a simple Google search will tell you" and now that page itself is the top result:
Google will redirect you to the site if you search on yaris.ca, but Yahoo shows this:
And MSN puts One Degree at the top of an Uncle Yaris search as well:
Continue reading "Search Optimize Viral Campaigns" »
One of the nice things about all this "Web 2.0" stuff is that we get some new problems to solve.
Let me outline a problem that's been bugging me for a while now that was brought top-of-mind by "the launch of Google Blog Search":http://www.onedegree.ca/2005/09/14/google-blog-search-now-live a few weeks ago. I've also got a possible solution I want to put out there for feedback.
Here's *the situation*:
Continue reading "Solving The Feed Search and Partial Feed Puzzle" »
I'll leave it up to the hard-core research types to prove me wrong, but in my unscientific opinion there's a human resources crisis brewing in the Internet marketing space.
Based on recent discussions I've had with business owners, HR professionals, and recruiters, as well as my 'fly-on-the-wall' perspective as owner of an industry job posting board
, it's getting increasingly difficult to find talented mid-to-senior level Internet marketing professionals. And the situation is only going to get worse...
Continue reading "Observed: The Looming Talent Shortage" »
A few weeks ago we started getting what I called "subscription spam" through our e-mail newsletter sign-up forms. It seems that comment spam attacks are mistaking e-mail sign-up forms for comment fields. Apparently e-mail lists are now collateral damage in the comment spam wars.
Because we use a double-opt-in process we saw bounces from the fake e-mail addresses the spammers were using. That's how we knew this was happening. And it was getting pretty irritating because these automated tools were becoming more aggressive and we were seeing several bounces per hour from these silly things.
Worse still, the bounces were coming back from big portal sites and from their perspective it looked like _we were spamming them_!
I sent off a note to "Campaign Monitor":http://www.campaignmonitor.com to see if they had been seeing this with other clients, but it seemed we were the first ones with the problem.
The way Campaign Monitor turned this complaint to their advantage is a great lesson for all marketers...
Continue reading "Turn Customer Complaints Into An Advantage" »
In "a recent survey":http://www.mindbranch.com/products/R203-221.html sponsored by the CMO Council, BtoB Magazine, and USA Today, the vast majority of B2B marketers said digital marketing was most valuable as a lead-generation tool. Other goals defined in the survey were traffic generation, customer education, content distribution and partner/channel education.
While these goals are important, they are not the primary goals of these marketing objectives. The ultimate objective for all marketing is to increase revenue - to sell. To be successful in business-to-business marketing, we all must remember a simple thought: B2B marketing is not the same as marketing to consumers.
So, why do we continue to see these same marketing practices aimed at large business customers?
Continue reading "Is Lead Generation The Only B2B Goal?" »
Jakob Nielsen's Alertbox for today, The Power of Defaults
, reveals users' annoying habit of clicking the first item of a list, in research conducted by Cornell University
. This something we all suspected (a la "AAA Auto Repair" yellow page listings) and this research proves: user default is to click the top item.
Continue reading "The Power of Defaults" »
I'm quite fond of the Ask Jeeves
butler, but apparently CEO of parent company IAC
, Larry Diller, has no such soft spot for him and says the guy's gotta go. It wasn't enough they sent him on a diet and to a tanning salon, apparently Jeeves is about to be retired.
The SearchViews article
reporting this decision quotes branding expert Rob Frankel
reasoning, "the butler is a vestige of the "playful, early days of the Internet"". Unh.. wha?
You mean the net isn't still wacky? Say it isn't so... What are Google
if they do not appeal to the exploratory, who-knows-what-may-happen, original wacky nature of the net?
I took the opportunity to ask Rob's opinion on this question.
Continue reading "No more Jeeves: is online branding too serious?" »
"Webnames.ca":http://www.webnames.ca pointed out in their weekly e-mail newsletter that "CIRA":http://www.cira.ca has posted decisions on domain disputes for Toro Company and Lee Valley Tools.
"Toro lost":http://www.cira.ca/en/dpr-decisions/00039-toro.ca.pdf (PDF)
"Lee Valley won":http://www.cira.ca/en/dpr-decisions/00040-leevalleytools.ca.pdf (PDF)
Think a web site is a necessity when running an online advertising campaign? Think again. Pay Per Call, a take on pay-per-click search engine advertising (or "paid search") in which marketers pay for calls to a toll-free number instead of clicks, is quickly changing the Internet marketing rules.
When San-Francisco-based "Ingenio":http://paypercall.ingenio.com/default.aspx pioneered this ad model in September of 2004, it couldn't have known how fast its brainchild would grow. Just a year later, "a report from the Kelsey Group":http://www.kelseygroup.com/sum/tkradv0513.htm has found that Pay Per Call advertising could generate as much as $4 billion in revenue by 2009.
Continue reading "Calling All Marketers" »
Big news on the Internet access front here in the Great White North. "The Globe and Mail reported":http://www.theglobeandmail.com/servlet/story/RTGAM.20050916.wbellrogers0916/BNStory/Business/ last week on the revitalization of "Inukshuk":http://www.inukshuk.ca as a joint venture between "Bell":http://www.bell.ca and "Rogers":http://www.rogers.com to provide wireless broadband to the majority of Canadians within three years.
Continue reading "Inukshuk Brings Wireless Broadband" »
With all my recommendations about deliverability being important, it is equally important to remind marketers that email is still a booming trend.
In July Jay Aber, President of 24/7 Canada, penned an article on the CMA website
, If deliverability is such a big issue, why is e-mail booming?
, that quotes BBM
research indicating email still ranks at the top of the list when it comes to online activities by those aged 18+. We also learn that Canadians prefer communicating via e-mail more than by any other methods.
Continue reading "E-mail Booming Despite Deliverability Headaches" »
If you have been reading my posts over the last months or have spoken with me you will know I am always talking about email deliverability, the ability to deliver marketing emails into the inboxes of intended recipients.
Historically the delivery rate has been measured as all the emails sent less all the emails that had a hard (fatal) bounce. Today, deliverability is measured as all the emails sent, but not bounced, less those that did not reach the intended inboxes. Surprisingly few email service providers (ESPs), agencies or marketers measure this very important metric.
This week eMarketer
let us in on some recent research that shows 68% of marketers using email are worried about deliverability. In the September 13 edition of eMarketer Daily, the leading piece called Delivery Dilemma
tells us these people are concerned about Email Filtering, ISP Blocking, Blacklisting and much more.
If you are not already tracking your email deliverability here are some things you can do to start.
Continue reading "The E-mail Delivery Dilemma" »
This week DoubleClick released its Email Marketing Trends Report
covering Q2 2005 (press release
). The report concludes three forces are pushing down open rates, which have declined 23.6% from 36% in Q2'04 to 27.5% in Q2'05: ISP technology changes, aging lists and changing consumer behaviour.
ISP Technology Changes
Most readers here will know that changes to settings in Outlook and AOL 9.0, and the default in Gmail, have greatly impacted open rates. Open rate tracking often relies on image data and with these email clients defaulting to not display images, that information can not be tracked by email marketing software. Many marketers would argue that open rates are not reliable and not an effective way of measuring campaign success. DoubleClick's research suggests that what has most influenced open rates is changes in new versions of Outlook, indicating as many as 47% of users use their preview pane to review email.
Continue reading "DoubleClick Releases Q2 2005 Email Trend Report" »
It seems like it's been eons, but a little less than a month ago I found out that I got a dream job at an "online start up":http://www.ojos-inc.com in Silicon Valley. Since then, I really haven't had the chance to stop and think about what that means. So, when Ken suggested I put together a short post on the difference between working in corporate Canada and being at ground zero of the online world, I finally stopped and reflected.
Continue reading "Life in The Valley - or is it The Bay?" »
"Google Blog Search":http://blogsearch.google.com/ is now live.
I'm still fiddling around and trying to figure out if a few issues with our posts in Google Blog Search are our problem or Googles. Like why Google thinks "Bill Sweetman":http://www.onedegree.ca/contributors/bill_sweetman wrote all our posts for example.
Continue reading "Google Blog Search Now Live" »