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Legend has it that Pablo Picasso was sketching in the park when a woman approached him. After studying her for a moment, he used a single pencil stroke to create her portrait. He handed the women his work of art. When asked how much he was owed, Picasso asked for five thousand dollars. The woman […]
As digital marketers our job is to help clients achieve greater commercial success through the use of digital channels that improve brand health and deliver sales. Generally, efforts that support these goals are persuasive in nature - for example: inspiring, compelling and convincing a consumer to book a Hilton instead of another hotel because of […]
The purchase funnel has been around since the very first human commercial transaction but it was only identified once social scientists and marketers began to dissect the behaviors and emotions that lead one to transact and with whom. Ever since, it has been a core tenet of marketing - my own awareness of the purchase […]
Ask yourself this question.
If your brand was a person, what type of person would it be? How would it act, what it would look like? More importantly would its value be solely determined by how many people knew of it?
These questions are at the heart of branding and the value of branding.
Branding is normally […]
Digital Marketing has introduced a profusion of new channels to reach prospects with the aim to persuade, drive engagement and relationship; including PPC advertising, affiliate marketing, pay-per performance network buys, display advertising and email marketing. The proliferation and inherent advantages of multi-channel advertising have existed well before the advent of Digital Marketing.
As early as 1989, […]
With the recent launch of the Avis blog and the ever growing focus on consumer generated content tactics we thought it might be helpful to take a step back and have a look at the strategic side of CGC in a multi-part series starting today, quite appropriately, with a focus on the consumer.
The world of […]
At the Travolution Summit in London last month, Lastminute.com chief executive Ian McCaig issued a warning that as the online travel industry matures, product and price differentiation will “tend towards zero.” If Ian McCaig is correct in his assessment, it is important to understand what factors, in addition to price and product, should be the […]
While advertisers are allocating close to a third of their online advertising budgets to search (commercial and organic) very few have a clear and unified measurement methodology for the channel. Before examining the optimal measurement methodology for search, lets review how search works through the use of the “people in the room metaphor”.
Imagine search engines to […]
While online media planners boast loudly about the flexibility, measurability and accountability of online advertising, their planning and buying approach does the medium little justice. The average online media planner and buyer is satisified following the traditional broadcast media approach – allocating a lion’s share of media spend to a handful of properties. The McKinsey […]
Google recently filed a patent application for ranking blog search, ushering a new set of considerations for the optimal ranking of blog content across Google. The patent application for “ranking blog documents” filed the 13th of September 2005 listed high ranking members of Google including Vinod Marur.
Google’s patent application describes two distinct sets of data used […]
With commercial search budgets increasing, advertisers and their respective search agencies are facing pressure over the performance of the channel.
On one end, search agencies are challenged to maintain operating margins given the increased resource required to manage increasingly complex PPC campaigns. On the other hand, advertisers are demanding higher return on investment from their PPC investments.
If you outsource […]
These terms are thrown around quite frequently with the rise of web 2.0 and social media but often they’re mistakenly used to describe the same thing when, in fact, the differences are rather important, particularly for marketers. Although these terms are the latest buzzwords to join a long list of industry terminology, it is important […]
It is official, video advertising is the new darling of the online industry.
The growth of video has been spectacular. In 2005 video advertising accounted for a scant $121 million in spending. In 2006 that figure grew by 82%, to a respectable $410 million. In 2007, that figure is expected to reach $775 million; accounting […]
The UK commercial search accounts today for a staggering 90% of the search marketing spend or £1.26 billion whilst, natural search accounted for £147 million in the UK in 2006 (Travelution, November 2006).
Research from Nielsen/Net Ratings indicates that in 2006, 265m people used a search engine (81% of the internet population) creating 27bn search […]
The advent of Web 2.0 in which consumers are empowered to promote and shape the “persona of a brand” will undoubtatly challenge the role of advertising agencies. The same way in which media congolomartes, owners of the airwaves and print press used to be the custodians of public information, advertising agencies used to be archites […]
When YouTube, the darling of the social media revolution was acquired by Google, many hailed it as valuable advertising partnership, which would see Google AdWords and Ad Sense programs propagated across the site. This approach was further cemented by the agreement signed between Google and News Corporation which will see the search giant deliver at […]
Our Consumer Generated Content research and marketing practice has been stirring up quite a bit of interest from savvy marketers recently as CGC garners more attention and recognition as an exceptionally insightful and influential channel. Still, we find that whilst many people understand the concept of word-of-mouth online they struggle to see how it […]
