Historically, clicks and click-through rates (CTR) have acted as the standard measurement for online banner campaigns. However, as consumers click on banners less and less, advertisers are encouraged to look beyond the click to measure success. With so much technology arising in the online space, advertisers should focus on other metrics that tell a story [...]
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ARE YOU TALKING TO YOURSELF?
Edwin Newman, NBC correspondent and crusader for clear language, passed away last week. Sadly, he leaves us just as marketers need his wisdom more than ever – especially when writing their companies’ websites.
Newman loved lancing such pretentious linguistic boils as “motorized attendance module” (translation: “school bus”) and other polysyllabic puffery. He advocated a lucid, muscular [...]
INSTANT IMPACT ON SEO AND SEM
Google wants to free up your time in 2 to 5 second increments. Today the search giant unveiled Google Instant, a new product that predicts the user’s search query and displays search results on the fly. If you start to type in “Baltimore food delivery,” for instance, before you’re done typing the first term, you’ll [...]
LET’S GET PERSONAL
In reading ADWEEK recently, I noticed that Pfizer’s Advil brand is on the market for a new agency. What struck me is that the RFP (request for proposals) notes that Advil is seeking a firm that can forge “deep emotional engagement and connections” between its brands and consumers, and “address key category issues beyond product [...]
BP TO USE GOOGLE SEARCH TO CONTROL IMAGE
How much does it cost to control your image on Google? Amidst the disastrous spill in the Gulf of Mexico, BP is about to find out.
The company is currently buying search terms such as “oil,” “oil spill” and “oil disaster” on Google and other search engines. The tactic ensures that BP’s messaging is the first [...]
