Articles in the Digital Marketing 101 – The Basics Category

Once you get the hang of it, digital marketing can seem like old hat. Before then, it’s important to learn the basics. In our Digital Marketing 101 blog posts, we offer an education into the ins and outs of the digital marketing landscape. Read these blog posts to learn digital marketing basics, such as creating campaigns, writing effective ad copy, and more.

March 12 2008

Which tube are you glued to?


Recently I was reading a blog that confirmed a concept I had believed on the subject of marketing, and how the channels of media have been interacting with each other. The article was geared toward teenagers and their behavior in utilizing various media channels.

Teenagers are still watching TV, but that isn’t the only thing they are doing. Approximately 65% of youth aged nine through seventeen are splitting their TV time with the internet. They are actively engaged in online polls, contests and posting opinions on their favorite TV shows in forums. One statistic I found very interesting in the Search Engine Watch blog was, “once a kid is online, the Internet begins to dominate their attention: 47 percent said that the Internet becomes the primary focus, while 42 percent said their attention is split equally between the Internet and TV.”

This conjures up another statistic I found a few months ago that addressed the transition of TV viewers watching their shows on the Internet rather than on the tube. More and more people are watching their shows on You Tube and the like. So, in some cases TV viewers have already made the switch from the old school tube to the new school tube- the internet. While they are there…bring them to your website!

The data is compelling. It is certainly advantageous for advertisers who use TV to reach your audience to further that engagement by driving your audience to your website. The longer you engage them the more likely will recognize your product or service versus someone else’s. So, add creative activities to website, whether it is a contest, or just a fun activity. Give your audience another way to interact with you.

There are other benefits to adding such features to your website. If the activities you create are innovative and fun enough, visitors to your website will talk about it, share it, and in turn drive even more visitors to your site.

The channels of marketing have been in a state of transition since the emergence of the internet and it is very important for advertisers to recognize and utilize the power of this blended media. By incorporating Internet Marketing into your advertising repertoire you’ll create a stronger image and capture an audience you might already be missing. This trend is going to continue as teenagers become adults with greater spending capabilities. No matter who your audience is… it’s time to look at the other tube!

March 11 2008

10 Things You Should Not Purchase Based on Price


Last night I pulled the full plastic trash bag out of my kitchen garbage can and accidentally ripped it. Next thing I knew, I was standing in a pool of ketchup, while coffee grinds dripped out of the hole in the bag. I knew I should have bought the more expensive bags. The store branded bags were cheaper than the ones I usually buy, so I figured, “What difference will it really make?”. Now I am stuck with 50 tall kitchen bags that tear because they are unable to support even a paper cup. Not only that, but now I have to double-up some of the bags, so in essence, I’m just spending more money. There are just certain things that you should not purchase based on price.

Here are 10 things that I would not purchase just because they are inexpensive:

10. Garbage bags
9. Toilet paper
8. Alcohol
7. Business consultant
6. Lasik surgery
5. Defense Attorney
4. Tutor
3. Bluetooth
2. Paper plates

And the last “thing” I would not purchase based on price is:

1. Internet Marketing Firm

Cheap SEO? It doesn’t even sound like a bargain. I speak daily to companies that are looking for optimization services. One of the first things they ask is “how much will it cost? I’m looking for a cheap solution, but I have to be on the first page of Google”. I just shake my head because I know if they find what they are looking for, they are going to wind up calling me next year after they are banned by the search engines.

Cheap PPC? I speak to businesses who claim they can outsource PPC Management Programs for a very inexpensive percentage of their budget. How much human interaction, analysis, A/B testing and campaign adjustments are they going to receive at 7%? With poor campaign management, ROI would be lower and they would probably be spending more in the long run.

Beware of search marketing firms that are “cheap”. You’ll get what you pay for and the ramifications are much greater than just wiping ketchup off the floor.

Feel free to add to the list.

March 7 2008

Google’s New Keyword Matching Causes Quite a Stir!


Go to Google and type in “automatic matching” and you will find hundreds of articles and blog postings. Ever since Google announced they were adding a new type of keyword matching to select clients’ campaigns, the industry has been abuzz with feedback…. Mostly of the negative variety.

An example used in many articles says that automatic matching would allow for a sneaker company’s ad to show up for a somewhat related word, such as ‘slipper.’ Is this quality traffic?

After a rough start to 2008, it’s easy to see why this would be a benefit to Google. This new match type will almost certainly increase revenue from ad spend.

So this leaves one question, why would anyone want to use this type of keyword matching? Well, it actually could be a good thing for some companies that bid on very competitive terms and find it hard to compete. This could be a good opportunity for them to get more exposure or attract a new audience. In the end, only time will tell how this all pans out for Google, marketing agencies, companies and searchers.

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