I have always thought that media planners do a reasonably good job of geographically targeting ads. Now, I am not a big fan of 99% of the ads on TV and have two DVRs to ensure my ad viewing is minimal. The two ads I will mention below were not bad—they got my attention, but […]
TV advertising and effective targeting Read More »
I recently had an interesting discussion with a CMO of a personal computer manufacturing company in China about how little they were leveraging search marketing. He told me that their primary objective in this recession was to maximize traditional advertising to generate awareness and therefore increase demand for their products. I told him that was
Leverage Search Marketing for Traditional Media Demand Intersection Read More »
When I look at the common elements of large companies doing well in search marketing, I almost always encounter some Center of Excellence (CoE). While they may not always be called a CoE, some call them Search Council; nonetheless, they are some centralized information repository or governance on how search is deployed around the world
Centers of Excellence are Critical for Success in Search and Social Media Read More »
I was at Wal-Mart a few weeks ago with my wife, who was picking up a few things. I do have to say the price difference at Wal-Mart for household cleaning products is amazing compared to other retail stores that carry them and even supermarkets. Now I understand why there is such a big P&G
Consolidating Multiple Local Brands into Single Global Brand Read More »
I was in a meeting earlier this week that had nothing to do with search marketing. However, once they learned of my background in search marketing, they began asking me search-related questions. They went on to tell me that they have hired a half-dozen agencies and consultants over the years, and nothing has ever really
Your biggest barrier to ranking well may be — your own company Read More »
I recently had an experience with a client where they had enough infighting with various marketing and advertising tactical silos as well as the functional units of the agency, all playing one tactic off the other to gain a sliver of the ever-decreasing marketing budget. They told everyone they are tired of the fighting and
Leveraging Searcher Stimuli Read More »
I have been asked by a number of people about the current state of the market and the key competitive threats and opportunities. There have been many different context put on that question but I wanted to share some of my answers and see if there are any differing thought. While many of these may seem like big vs. small agency that is not the case. The opportunities are real for either agency to win this this current economy.
Current Marketing Threats & Opportunities Read More »