Case Study: Element Campaign Nothing to Crab About
Japanese automaker Honda had a problem with its image. Its core buyer was older, but it wanted to appeal to younger drivers. ...
Myth Busting: The Truth about Rich Media
Rich media technology has been around for several years now. But some marketers are still reluctant to use it to engage customers, partly due to misconceptions on what it is and what it can do. The confusion is understandable. Since although many rich media ad formats are standardized, the end product can vary vastly depending on budget and creativity of the concept. ...
Search in 2007: The Year of Integration
Increasingly marketers have come to view search as more than just a direct marketing vehicle. In 2007, expect this view to continue gaining momentum, bringing with it several changes, ...
Are You a New-Media Marketing Maven?
If you think it’s not easy keeping up with the fast-changing landscape of new media and the technologies that enable them, you’re right. A few years ago, no one had even heard of MySpace or YouTube...
SEM: Should You Buy Your Own Brand?
(Searchline) In a just and well-regulated world, buying your company’s brand as a search keyword would at least guarantee that the folks who searched on that brand name would be herded to your sponsored listing, wouldn’t it?...
2006 Search Engine Marketing Milestones for Chief Marketers
According to the Pew Internet & American Life Project, Americans conducted 6.6 billion searches in September 2006, up 31% from September 2005. ...
New Data on Search Marketing Click Fraud: Three Action Items
According to MarketingSherpa research data, click fraud is the new e-mail filtering. ...
The ABCs of Search Data Diving
Six years ago, you could do search engine marketing badly and still make out well, because so many other people were handling it even more ineptly....
GooTube? Yoogle? Whatever You Call It, It’s Big
(Searchline) No, the name won’t undergo any morphing, but the online video space seems to have changed almost overnight with the announcement late Monday that Google will buy video sharing site YouTube for $1.65 billion in stock....
Engaging Consumers on the Go
Clearly it’s easier to communicate and establish a connection with consumers when they’re relaxing on the beach, attending a state fair, or strolling around a mall than when they’re rushing to get to the office or to catch a train at the end of the workday....
A Canvas Is a Canvas
Lately I have been putting a lot of thought toward the next great marketing canvas. Sometime after my third Diet Coke I figured out that no matter what the next great canvas is, it will tragically become a commodity ...
Social Networks: or, How to Win on Friendster and Influence People
Nothing in the online advertising space has attracted more attention recently than the phenomenon of social networking. And judging by the audience numbers for these online communities, nothing probably could. (Well, if Tom Cruise and Katie Holmes began renting out ad space on baby Suri's Pampers, perhaps.) ...
