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Remember back when the credit crunch was new? Every other blog post, including a fair few of mine, urged firms not to lose faith in online marketing, not to hack at their search engine marketing (SEM) budgets or lay off members of their online PR team.
I still think it’s important to hold marketing nerve. If you are to grow your business then a successful marketing strategy is essential and budget cuts are not going to help.
However, as the country shudders its way out of a historic recession, achieving an estimated 0.1% of growth in the last three months of 2009, it’s time to face facts. Your money need to work harder.
What's "infinite email ROI"? Nick Carter, marketing and sales manager for ValuePetSupplies.com says it's making tens of thousands of dollars in revenue from a email campaign that cost him nothing. Literally nothing.
So we caught up with Nick to learn how he's regularly squeezing up to 7,000 ROI from his email campaigns, and made them 451 percent more efficient than paid search marketing. He told us, and also shared some pretty provocative thoughts on how coop ad dollars could be better used if re-allocated to online marketers and the vendors that serve them.
The amount spent advertising online has finally exceeded that amount spent on TV promotions. So, if you're planning to dedicate more marketing money to the web platform, where should you spend that cash?
People are spending more online, both shoppers and advertisers. That means your customers are on the web but it also means your competitors have upped their game.
So you probably plan to increase the amount you spend, but where should you spend that cash? Should you boost your email marketing or ramp up your paid ads?
Ed Stevenson is the European MD of Marin Software, which provides paid search management technology for advertisers and agencies.
I've been talking to Ed, who is also a guest blogger for Econsultancy, about his predictions for the paid search market, and the impact of the Microsoft / Yahoo partnership...
A good landing page is one that reinforces ‘conversion intent’ by providing enough information to persuade customers to convert, but most importantly it has to be relevant to the paid ad that the user has just clicked on.
When shoppers enter a very specific phrase, such as a make and model number of a product, it suggests a clear intention to purchase, and so the landing page has to send the searcher straight to the product page and make it easy to complete the purchase.
Has your relationship with your paid search agency soured? Are you in denial about bad service and performance, hoping that things will suddenly change for the better?
To mark the release of Econsultancy’s new Paid Search Agencies Buyer’s Guide, here are some warning signs that it might be time to take your paid search accounts to a more deserving agency.
Picture this, you've optimised your website and now rank in the top ten for all your major keywords, and first for several. Organic search engine optimisation (SEO) has really paid off.
So what now? Should you pack in the pay-per-click (PPC) adverts? After all, you probably only got them to increase visibility while you boosted the site's natural optimisation, didn’t you?
Think senior citizens aren't using the Web to research and buy products? Tim Pelton did. Tim is a sales manager for Bedco Mobility, a company that sells and services products such as wheelchair stair lifts in the Baltimore/Washington DC corridor. For close to 100 years, Bedco advertised in local newspapers and yellow pages.
But calls and leads were dropping precipitously.
Bedco has a website, but never attempted online marketing because the thinking at the company was that senior citizens just plain weren't online. Wrong. The 70-75 year old age bracket is one of the fastest-growing segments of the online population, according to the Pew Center for the Internet and American Life. In 2005, 25 percent of them used the Internet. Last year, 45 percent went online. Older surfers use the Web primarily for searches for things such as health information, e-mail, and buying products.
To loosely follow on from a previous post, it’s not necessarily advisable to ignore innovation and creativity under the current global economic conditions. However, when faced with this kind of negative environment, thinking up imaginative ways to engage with users through existing channels can sometimes become a bit stale.
Here, I’ve compiled a few different examples of relatively recent online campaigns that caught my attention through their resourcefulness and that follow six identifiable 'I's'.
One of the benefits of usability improvements is that they keep on delivering long after they are implemented, a compelling proposition for companies trying to make the most of their online traffic and conversions.
I regularly need to discuss the benefits of usability in the context of a specific company’s online business goals.
Running PPC and SEO campaigns in isolation from each other often means many learnings and advanced SEM tactics and techniques are being missed. This post looks at some of the ways your PPC campaign can inform your SEO strategy and vice-versa.