Marketing Strategy Posts from the Internet Marketing Blog
Recently, we did our best to put the lie to the myth that PPC is outbound marketing. There’s a persistent idea that cost is the determining factor that separates inbound and outbound marketing. But we believe that all marketing has costs – since no channel is free, what matters is ROI. So inbound marketing isn't free marketing, but rather is defined by context and intention.
Like organic content marketing, PPC ads are driven by context and user intent – in other words, the ads are only triggered when they’re relevant to what people are already searching for. And with increasingly more effective and blinged out ad types, PPC is more and more likely to meet a searcher’s needs just as well, if not better, than an organic result. (We believe that for commercial searches, PPC is better... > Read more
No search marketing campaign can guarantee a 100% purchase rate. Simply put, many visitors just aren't ready to buy... yet. Marketing automation technology and best practices close that gap, turning every website visitor into a lead to be loved and nurtured. As marketing best practices have evolved over the years, so has modern marketing automation.
Today, consumers make decisions on their own terms and expect marketing messages to be relevant both to their interests and where they are in the buying process. Delivering the wrong message at the wrong time is both annoying and a waste of $$.The marketing climate has been moving in this direction for many years. From the dawn of radio and television, consumer choice has increased and marketers have been forced to continually refine their... > Read more
Dear companies that market to women: Stop trying to sell me stuff that has nothing to do with fashion by fashion-washing your ads. I hate this marketing trend! Much in the way that toy companies think little girls will only be interested if it’s pink, brands that sell everything from house paint to yogurt have decided that the only way to market products to women is via association with makeup and clothes.
It’s sexist, it’s cynical, and it just doesn’t make sense.Here are a few of the more egregious examples of this marketing trend I’ve seen in the past year.The Fage Lipstick AdMmm, creamy luxury! What a great ad for lipstick!Wait, what? This is an ad for yogurt?We don’t even need to get into the irrationality of yogurt being marketed solely to women – my husband eats 10 time... > Read more
There aren’t too many benefits to being an English major type – extra zeroes on your paycheck sure ain’t one of them – but we take our kicks where we can get them, and being self-congratulating and superior when someone misinterprets something literary is one of them. So in this post, I’m going to shame some companies that totally missed the point when it came to using a book, poem or song in their advertising campaigns.
And as long as we’re clearing up misconceptions? “Wherefore art thou Romeo?” doesn’t mean “Where are you, Romeo,” it means “Why are you named Romeo?” Now you know.Brooks Brothers & The Great Gatsby: So MoneyWith Baz Luhrmann’s 3-D adaptation of The Great Gatsby opening this weekend, various Gatsby-themed advertising tie-ins are all over the p... > Read more
Back in April 2012 I wrote about how Google Alerts had pretty much stopped working for me. Recently, they clearly tweaked something, because Google Alerts are working better, as Danny Sullivan noted at Search Engine Land recently. However, they’re definitely not back up to the level they were at when I first signed up for a Google Alert years ago.
Why not? Apparently, Google only sends you new alerts under these circumstances:Google Alerts only sends you email if new articles, webpages or blog posts make it into the top ten Google News results, the top twenty Google Web Search results or top ten Google Blog Search results for your query. If the top results remain the same for a while, you won't receive email on your topic.Perhaps this reduces the processing power they have to devote to G... > Read more
I recently spoke with an analyst who had asked me how content marketing is different from traditional PR (public relations). I think this is a question that all marketers and SEOs are having to grapple with as SEO evolves. On the one hand, it’s getting harder and harder to rank in the SERPs with low-quality content and spammy links, making real content marketing much more important; on the other hand, the value of the link as we know it is slowly being devalued relative to social currency and co-citation, which owe a lot to word of mouth and good PR.
So what’s the difference between PR and content marketing? Is there any? The short answer is yes. Here are some thoughts on how these marketing strategies differ.Content Marketing & PR Evolved from Different TacticsI see content m... > Read more
Recently I came across a creative and smart marketing strategy that I thought I'd share with you, the wonderful WordStream community. Preventing newsletter followers from unsubscribing is a goal of many marketers. The Fab marketing team has taken an innovative approach to combating unsubscribers, and today we'll be taking a look at their unique technique.
Fab is a company that specializes in design-oriented retail. The Fab website exists as a marketplace for finding unique art, jewelry, cookware, furniture, etc. They sell some pretty awesome items, and their descriptions are fun as well. Take the product below as an example: "Being human is way overrated. We’re all soft and squishy, we don’t have enough feathers or horns, and we definitely don’t roar as loud as we should. But all... > Read more
The announcement of Google’s new Enhanced Campaigns – coming to an AdWords account near you very soon – made a pretty big splash in the PPC community last week. We think the new campaigns present an exciting opportunity for marketers, especially when it comes to mobile advertising, because the previous system was too time-consuming and complicated.
Enhanced Campaigns should make mobile advertising much easier – but a lot of advertisers voiced concern that the shift will reduce control.Recently, I had the chance to chat with Surojit Chatterjee, the head of global mobile search ads product at Google. Surojit was one of the key product leaders behind the recently released Enhanced Campaigns. In this interview, we discuss the upcoming changes in detail, including what trends and behavi... > Read more
Herpes Simplex is a beautiful thingIt’s flu season, folks! Viral activity is high. And even if you got your flu shot and have Tamiflu stockpiled in your hall closet, I wouldn’t be surprised if you or someone on your marketing team is secretly dreaming of the infographic or Gangnam Style parody vid that’s going to take off faster than H1N1.
Seriously though. I’d like to think that the obsession with viral marketing campaigns is going the way of small pox. It’s not a practical goal for most marketers, and if it happens once, you can go crazy trying to make it happen again.I may not be an advocate of viral content marketing, but I am an advocate of content marketing, the good old-fashioned non-viral kind. And I recently saw a great slide deck from Upworthy about how they ... > Read more