Archive for the ‘Search Marketing’ Category

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December 28, 2009
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Advice To Marketers: Advertising Accountability

October 23, 2009

I believe the days of the artsy ad agency “demand creators” are numbered.

Why?

Because before the advent of search marketing, ad agency types could ply their wares without having their advertising work be held directly financially accountable for its performance ie, return on investment.

As search marketing has matured and made inroads into the C-Suite, C-Level managers when presented with marketing and advertising AFEs have a new choice – fund advertising that can prove its return on investment or not.

Within five years, unaccountable advertising expenditures will have become the exception not the rule.

The Power of Search Marketing Vs. All Other Marketing

September 18, 2009

Today while discussing online lead generation with a client, I summarized the search marketing lead generation process as follows:

Being contacted by prospects and evaluating their deals is a lot easier and more efficient than contacting prospects and having them choose whether or not to even hear your deal let alone evaluate it.

Of course the power of “word of mouth marketing” is equal to if not greater than the power of search marketing when it comes to communicating the merits of a company, product or service to prospects however word of mouth marketing is subject to the limits of analog communication in an era when the world’s preferred communications channel is increasingly digital.