How Lurpak's post-Xmas campaign was left with the scraps
Branding campaigns aim to build positive associations in the consumer’s mind so that they will look favourably on a company or product in the future.
It’s an investment in future sales and very different from direct response advertising, where the whole focus is for the consumer to take action now.
Traditionally, these two types of advertising have been miles apart, but the web changes all that.
Is all publicity good publicity in Google's eyes?
Businesses of any kind can fall victim to negative coverage in the press and online media. It’s a fact of business life and a real headache to deal with.
But is there a silver lining? Do the links from authority news sites generated by such stories bring a search engine optimisation benefit?
Keyword research – an essential market research tool
The web has made market research widely available but the conclusions drawn from different methods of research provide different and sometimes conflicting results.
The savvy manager will not just depend on one source of research about the market but several – and keyword research should be an essential part of any research project.
Which are your best keywords? (you’ll never guess)
People who write regularly for online publications generally enjoy the process of writing and many don't want to get sidetracked into the technical area of doing keyword research.
Yet when one keyword can bring ten times as much traffic as another, we need to be very careful in our choice of words and use the best keywords wherever possible.
Keyword Creativity: An online opportunity for ad agencies?
In 2002, AT&T made a major mistake. As part of the launch of its mobile initiative m-life, the company purchased television advertising during the Super Bowl coverage. Nothing wrong with that – along with the Oscars, it attracts one of the biggest audiences in American television and is seen as a creative showcase for the best in American advertising.
But what AT&T missed was how its advertising affected later search behaviour.
Why online PR and SEO go hand in hand
Once you’ve optimised your website copy, you’ll find that the most important part of optimisation happens off the page – where links from external sites back to yours play a vital role in telling Google and other search engines how important your site really is.
Social media: the best and worst of 2009
Email marketing: six steps to improving customer engagement in 2010
Web 2.0
Graham Charlton
Strategy & Planning
