Search always seems to be searching for the next big thing to drive traffic and results. This time, it’s music. Microsoft states that 10 percent of online searches are entertainment-based. Nearly three quarters of that percentage pertains to searches of music lyrics. That may not seem like much but it is enough of a sampling to propel Bing and Google into music search. Both Bing and Google will look to include song streaming, tour dates, lyrics and link acquisition opportunities within their search capabilities. For performance marketers, link acquisition’s role in music search is most important.
With the popularity of online song streaming on the rise, music downloads have stalled. Stalled downloads mean diminished returns. The logical next step in streaming is an ad-supported system. The music industry as a whole is still reeling from piracy issues, which threatened to permanently cripple record labels. The emergence of an ad-supported system has prompted some record executives to develop their own ad-supported streaming websites. As the music industry prepares to go digital by necessity, digital marketers and SEO link acquisition teams should collaborate with record executives to ensure they buy relevant ads that will target the right audience. The music industry has lost millions via illegal downloads. The pitch from link acquisition experts should focus on helping record executives sing a happy authority song.
lunes, 12 de julio de 2010
martes, 6 de julio de 2010
Freedom from Ineffectual Email Marketing
Email marketers, welcome back from your July 4th break. Rest assured - email didn’t cease to exist while you were stuck in traffic en route to the beach or at home watching fireworks in HD. Email is here to stay. That’s what everyone says, at least for the foreseeable future. But as Facebook and Twitter drive improved email marketing results and higher click-throughs by way of "like" features and non-intrusive engagement strategies, standard email marketing systems must evolve. Performance marketers fresh from the Independence Day holiday should take a moment to thoroughly assess their email marketing programs, freeing themselves from inefficient, inoperable systems.
When evaluating an email marketing platform, performance marketers should consider the following – the strength of their opt-in, the overall design and content, whether the SPAM police have issued an APB, the importance of continuous testing and optimization, and perhaps most importantly integration into social media channels. By ensuring the functionality of their email marketing systems, performance marketers will increase the likelihood of driving higher ROIs. Driving those kinds of results will make future holiday traffic jams all the more tolerable.
When evaluating an email marketing platform, performance marketers should consider the following – the strength of their opt-in, the overall design and content, whether the SPAM police have issued an APB, the importance of continuous testing and optimization, and perhaps most importantly integration into social media channels. By ensuring the functionality of their email marketing systems, performance marketers will increase the likelihood of driving higher ROIs. Driving those kinds of results will make future holiday traffic jams all the more tolerable.
jueves, 1 de julio de 2010
Trailing Display Engagement
The entertainment industry is getting quite a boost from display advertising, especially films. The popularity of movie trailers make them a perfect fit for video display.
It used to be that people only saw trailers on television or at the theatre. For some people, a movie preview can actually be better than the film they bought tickets to see. With that in mind, bringing movie trailers online through display and banner ads simplifies the user engagement process. For movie trailers, successful engagement means that upon viewing the online trailer, the user is more likely to go to the theatre to watch the film. How are display advertisers able to obtain this information?
Having the right technology in place is important. In a recent comScore study, it was reported that Flash and Rich Media Ads make up 40% of display impressions. It is unclear if online video display was included in the study. Regardless, QuickTime and other dynamic technologies enable display advertisers to accurately gauge engagement. When users view the trailer, interest in the film can be measured through changes in volume, the number of times it is played and the format it is in.
To further illustrate the significance of video display advertising on engagement, the aforementioned study showed that over 90% of those users served entertainment ads and trailers converted on the ad rather than through a dedicated website. Leveraging this type of technology has an initial cost, but the eventual benefit – increased conversions and enhanced engagement – make incorporating it into a display campaign hard to argue against.
It used to be that people only saw trailers on television or at the theatre. For some people, a movie preview can actually be better than the film they bought tickets to see. With that in mind, bringing movie trailers online through display and banner ads simplifies the user engagement process. For movie trailers, successful engagement means that upon viewing the online trailer, the user is more likely to go to the theatre to watch the film. How are display advertisers able to obtain this information?
Having the right technology in place is important. In a recent comScore study, it was reported that Flash and Rich Media Ads make up 40% of display impressions. It is unclear if online video display was included in the study. Regardless, QuickTime and other dynamic technologies enable display advertisers to accurately gauge engagement. When users view the trailer, interest in the film can be measured through changes in volume, the number of times it is played and the format it is in.
To further illustrate the significance of video display advertising on engagement, the aforementioned study showed that over 90% of those users served entertainment ads and trailers converted on the ad rather than through a dedicated website. Leveraging this type of technology has an initial cost, but the eventual benefit – increased conversions and enhanced engagement – make incorporating it into a display campaign hard to argue against.
martes, 29 de junio de 2010
Themes of Legal Tech
Recurring themes of Legal Tech West, held last week in Los Angeles, were privacy, risk management and demands for cost efficiency. Sound familiar? It turns out that online marketing trends are mirroring the needs of the legal sector, perhaps more than initially thought.
Privacy, Security Breaches and Accountability was the title of the Opening Day Keynote Address delivered by David Lazarus, Business Columnist with the Los Angeles Times. I was not in attendance to hear the speech though I can surmise it at least touched on the rise of social media and its impact on promoting and protecting the reputations of law firms both domestically and abroad. The speech preview posted on the Legal Tech website stated his intention to discuss whether or not traditional business best practices are enough in dealing with these issues. I’m sure Mr. Lazarus gave an informative, thought-provoking speech. However, I believe the message might have resonated even more had it been delivered by an expert in Online Reputation Management (ORM).
Legal Tech New York will not commence until late January 2011. It is widely and rightfully regarded as the most important law-based technology event of the year. As the digital landscape continually changes and improves across all genres, Legal Tech should leverage the knowledge and experience of ORM marketers for its East Coast Convention. Obviously, the overriding focus of Legal Tech should remain law-specific but increasing the number of panel discussions centering on social media, search and ORM would stress to law firms the importance of implementing digital strategies into their marketing plan.
Privacy, Security Breaches and Accountability was the title of the Opening Day Keynote Address delivered by David Lazarus, Business Columnist with the Los Angeles Times. I was not in attendance to hear the speech though I can surmise it at least touched on the rise of social media and its impact on promoting and protecting the reputations of law firms both domestically and abroad. The speech preview posted on the Legal Tech website stated his intention to discuss whether or not traditional business best practices are enough in dealing with these issues. I’m sure Mr. Lazarus gave an informative, thought-provoking speech. However, I believe the message might have resonated even more had it been delivered by an expert in Online Reputation Management (ORM).
Legal Tech New York will not commence until late January 2011. It is widely and rightfully regarded as the most important law-based technology event of the year. As the digital landscape continually changes and improves across all genres, Legal Tech should leverage the knowledge and experience of ORM marketers for its East Coast Convention. Obviously, the overriding focus of Legal Tech should remain law-specific but increasing the number of panel discussions centering on social media, search and ORM would stress to law firms the importance of implementing digital strategies into their marketing plan.
lunes, 21 de junio de 2010
Legal Goes Social
An increasing number of plaintiff law firms are leveraging social networking to cultivate their client base with highly targeted campaigns and profitable results. Firms are creating websites, blogs and news sites highlighting a practice specialty, marketing initiatives that are attracting visitors and prospective clients. For example, Parker Waichman Alonso LLP has created three websites, bigspills.com, oilspillclaims.com and oil-rig-explosions.com, to attract potential clients to the firm. The strategy is driving results. More than 1000 people have filled out contact forms and close to a dozen law suits have been filed. The firm’s approach is intriguing; a balancing act between utilizing social reach and exploiting a catastrophe. The latter of the two speaks to the need of law firms to invest in Search and Online Reputation Management (ORM).
Law firms like Parker Waichman Alonso may be tempted to implement Search and ORM within their internal marketing structure citing the success of Parker’s website launches. Regardless of their size or ranking, law firms must not take their reach or reputation for granted. Outsourcing Search and ORM to knowledgeable performance marketers can provide firms with a cost-efficient, fully optimized keyword research program designed to maximize marketing spend and drive relevant traffic to their site. Implementing a robust ORM system will provide firms with continuously improved monitoring of and protection from negative user posts. It will also enhance positioning of positive and negative results on the first page of major search engines, generate online buzz through blogs and reviews and offer better communications management of social media sites.
Performance marketers attending LegalTech West on June 23rd and 24th should take this opportunity to promote their valuable services to law firms. By outlining the value proposition of Search and ORM and their clear results-driving benefits, the legal community should have little objection.
Law firms like Parker Waichman Alonso may be tempted to implement Search and ORM within their internal marketing structure citing the success of Parker’s website launches. Regardless of their size or ranking, law firms must not take their reach or reputation for granted. Outsourcing Search and ORM to knowledgeable performance marketers can provide firms with a cost-efficient, fully optimized keyword research program designed to maximize marketing spend and drive relevant traffic to their site. Implementing a robust ORM system will provide firms with continuously improved monitoring of and protection from negative user posts. It will also enhance positioning of positive and negative results on the first page of major search engines, generate online buzz through blogs and reviews and offer better communications management of social media sites.
Performance marketers attending LegalTech West on June 23rd and 24th should take this opportunity to promote their valuable services to law firms. By outlining the value proposition of Search and ORM and their clear results-driving benefits, the legal community should have little objection.
viernes, 18 de junio de 2010
Getting On Board With Metrics
Next time you board a plane embarking on your dream vacation, take a moment to consider the metrics that will get you to your desired location; thorough testing, proprietary evaluations and performance analytics before and after takeoff. These metrics along with campaign analysis, optimization and reporting are just as important for marketers looking to keep their campaigns on course for success.
Metrics for campaign effectiveness need to be maintained since they are constantly changing and continuously improving. And there are proven methods that will help you determine whether or not your ads are clear for take-off. A proactive approach is your best approach. Staying on top of sales leads, click-throughs and traffic before and after a campaign takes off will help you track its effectiveness. Offering incentives and creating a sense of urgency sparks consumer interest and prompts action. Perhaps most importantly, tapping into the power of social media outlets enables clients to target a relevant audience and generates buzz. According to Nielson research, social advocacy is responsible for a 4x increase in buyer intent.
So before you prepare your next campaign for takeoff, remember to consider the metrics in order to ensure optimum campaign performance.
Metrics for campaign effectiveness need to be maintained since they are constantly changing and continuously improving. And there are proven methods that will help you determine whether or not your ads are clear for take-off. A proactive approach is your best approach. Staying on top of sales leads, click-throughs and traffic before and after a campaign takes off will help you track its effectiveness. Offering incentives and creating a sense of urgency sparks consumer interest and prompts action. Perhaps most importantly, tapping into the power of social media outlets enables clients to target a relevant audience and generates buzz. According to Nielson research, social advocacy is responsible for a 4x increase in buyer intent.
So before you prepare your next campaign for takeoff, remember to consider the metrics in order to ensure optimum campaign performance.
martes, 15 de junio de 2010
Multichannel Integration: Making it Work, Live at DM Days
Trying to grow a business in an uncertain economy is never easy, especially when the products and services needed to drive growth are luxurious in nature. Steve Strauss, CEO of American Laser Centers (ALC) was faced with this dilemma late in 2009. Marketing tactics that had worked in the past now lacked potency. Marketing spend reflected the financial climate. ALC couldn’t run the risk of creating a campaign that lacked efficiency and a high-level message. Enter MediaWhiz.
ALC accepted MediaWhiz’s proposal to deliver not only growth but to continuously improve performance. ALC provided MediaWhiz with sales data to determine what was working and what wasn’t. Daily contact between ALC and MediaWhiz as well as continuous analysis revealed that user experience and a concise sales process were important to successful campaign execution. The MediaWhiz Program of Continuous Improvement optimized ALC’s multi-media marketing strategies while streamlining the ALC sales process. ALC doubled their online marketing budget and increased profitability. MediaWhiz successfully developed and implemented a Performance Marketing Program of Continuous improvement that drove unprecedented results for ALC including a 20% increase in lead volume, a 22% increase in bookings, a 9% increase in the show rate, and a whopping 58% increase in conversions to sale.
Come to Digital Marketing Days this Wednesday, June 16th for a 2:30 session with ALC CEO Steve Strauss and MediaWhiz CEO Jonathan Shapiro to learn more about this successful online performance program and how to make multichannel integration work.
ALC accepted MediaWhiz’s proposal to deliver not only growth but to continuously improve performance. ALC provided MediaWhiz with sales data to determine what was working and what wasn’t. Daily contact between ALC and MediaWhiz as well as continuous analysis revealed that user experience and a concise sales process were important to successful campaign execution. The MediaWhiz Program of Continuous Improvement optimized ALC’s multi-media marketing strategies while streamlining the ALC sales process. ALC doubled their online marketing budget and increased profitability. MediaWhiz successfully developed and implemented a Performance Marketing Program of Continuous improvement that drove unprecedented results for ALC including a 20% increase in lead volume, a 22% increase in bookings, a 9% increase in the show rate, and a whopping 58% increase in conversions to sale.
Come to Digital Marketing Days this Wednesday, June 16th for a 2:30 session with ALC CEO Steve Strauss and MediaWhiz CEO Jonathan Shapiro to learn more about this successful online performance program and how to make multichannel integration work.
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