Digital
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Digital
Building the Tools to Brand with Search
Measurability has made search engine marketing. In large part, its success as an online medium was built on two factors: One, everybody searches the Internet, and more and more they’re doing it before making a purchase. And two, the results of using those searches to generate ad placements can be tracked and plotted in almost any way a marketer could wish.
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Digital
Prudential Blends TV and Search
Prudential Financial scored a marketing touchdown during Super Bowl weekend with a branding effort combining television ads and search. A TV spot that
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Digital
Pitfalls and Potential Ahead for Search Marketing Industry
The search industry still has growth potential, particularly away from the top tier in the local arena and in specific verticals. But to take advantage of those opportunities, search players big and small will have to do something substantive to settle their click fraud and search privacy issues, and will also have to find a way to make search marketing easier for advertisers.
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Digital
For CafePress, Tags Are It
Imagine for a moment that you want to market 25 million different products online. Now imagine that many of those products are timely items strongly linked to events in the news. Finally, imagine that you have to add almost a million new products a week to your line—not to mention taking 1 million out. How do you get all those things up on the Web in the most efficient manner?
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Digital
Web Classifieds Get Social with Expo
The online classified space has seen a lot of activity in recent weeks by a lot of companies taking a lot of different approaches. Oodle.com continues to grow with its business model of bringing buyers to existing ad-seller sites. Google Base is beta-testing its big brand name as a marketing site where users can post whatever content they wish, including retail goods for sale. Even eBay is in the classifieds business, and last week saw the launch of Vast.com, an online classified player that says it has 15 million listings scraped from 50,000 Web sites. Now into this fray steps Microsoft.
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Digital
You Got Branding in My Search Marketing!
At a Search Engine Strategies session in New York earlier this month, Jonathan Mendez, e-marketing director for interactive agency DigitalGrit, started out by asking a packed room if anyone in the audience believed that brand advertising and search marketing couldn’t be integrated. Three, maybe four hands rose. “That was great, from my perspective,” he said later. “I was not expecting that.
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Digital
Pico and the Search-less Search
Search is big these days, no doubt– big in ad dollars, big in the size of the segment players, and big in its influence as a doorway to the Web. But Blinkx hopes to make its mark on search by thinking small. To prove it, the San Francisco-based company recently rolled out a search engine that weighs only 1 megabyte but does the heavy lifting of bringing Web content to users without an explicit search.
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Data Driven ROI
The Science (and Art) of Web Analytics
For better or worse, the Web is perhaps the most infinitely measurable marketing medium we’ve got today. But that measurability can also be a hindrance to selling well on the Internet. How do you know what metrics are important for your specific situation?