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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.
Gone are the days when just any old link would improve your rankings. In 2008, you need to be extremely selective - quality rather than quantity.
Ask some search engine optimisation (SEO) consultants to explain how they operate and you will get confused quite quickly.
Sometimes this is because the SEO consultant doesn't want to reveal his or her 'secrets', but more often than not it is because SEO is a highly technical subject and, unless you are a web designer or programmer, it is hard to understand.
The best part about natural SEO, however, is that there really is no secret.
Have you heard of FatttPipe the ultra-reliable, ultra-fast new broadband?
Not FatPipe (that's already a networks company) and not FattPipe (because someone already owns Fattpipe.com) but with three 't's in the spelling - FatttPipe because it's at least 3X faster.
You haven't heard of FatttPipe? That's probably because it doesn't exist. But I need to repeat FatttPipe to get my keyword density up.
You see this is really a post about search marketing and brands...
In the last few years social news sites have become an extremely effective marketing tool with the ability to drive a huge amount of traffic to your website.
Although the numbers using these websites are relatively small in global terms (Digg.com, the largest, has just under 2m users) the audiences comprise thousands of early adopters and key influencers who have the power to seriously affect your brand.
The subject of reputation management has changed somewhat with the advent of blogs and social media, but the core concept remains the same - making sure that positive press about your brand gets as much coverage as possible while negative press is buried.
The most straightforward method of measuring brand reactions is to check the Google search results. A good example is how domain registrar 123 Reg has trouble with its search results.
Is it time to say farewell to the old model of assigning all the value to the last click? Many marketers want the ability to measure customers' paths to purchase and understand the influences of each channel on a sale.
It would be a dream to accurately measure the impact of your TV ad on generating uplift in an outdoor campaign, driving interest in your press ad, which subsequently delivers a sale.
But can this now be achieved online?
One of the biggest challenges in paid search marketing is measuring the impact of generic keywords on your sales.
We all believe generic keywords have a brand-building benefit, but how can you accurately measure this?