Articles in the Digital Marketing News Category

The digital marketing landscape changes at a breakneck pace. From innovations that bring new ways to target users to new marketing methods and mediums, it’s important for marketers to stay up to date on the latest digital marketing news. Learn about the changes that effect your current online marketing efforts, and the new methods and tools you should be incorporating into your digital marketing strategy.

March 27 2007

Assists Are Not Just a Basketball Statistic

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MoreVisibility Analytics Blog

I would like to talk abut something called an Assist. When I think of the word “assist”, I think of one man: John Stockton. For those of you that don’t know, Stockton is the NBA’s all-time leader in assists, with 15,806 of ‘em over his 19-year career.*

In basketball, an assist is when a player’s pass helps set-up a made shot.

Just the other day, one of my co-workers came up to me and asked me something like: “Hey Joe, I was in the YSM interface, and I saw the column “assists” in one of the reports. What the heck is an assist?”

Well, similar to basketball, an assist in Yahoo! is when a keyword or ad helps set-up a conversion from another keyword or ad.

Would you like a more technically-oriented definition of it? Here it is, from Yahoo! themselves:

“The number of times a keyword or ad contributed to a conversion that was credited to another keyword or marketing activity. Assists must occur within 45 days of the conversion event to be recorded. Within any 45 day period, a conversion event can have a maximum of 30 assists recorded.”

Here’s an example. Let’s say someone types in “brown shoes”, and then clicks on your Ad. The person even goes as far as adding a pair of Brown Shoes to their shopping cart. But then, just for argument’s sake, let’s say that they accidentally close their browser! So, they open it back up, but they forget what search term they used, and possibly what website they were just shopping at. They now type in “men’s dress shoes”, find the Ad for your website, pick up where they left off, and then purchase that same pair of Brown Shoes (that was most likely still in their shopping basket).

While the keyword “men’s dress shoes” will get credited with the conversion, “brown shoes” will get the credit for the assist.

I understand that this is an unlikely example, but it’s merely that, an example. Another possibility for an assist is when someone clicks on your ad, and then comes back later to buy / convert / fill out your form, without clicking on your ad again (I know, I know…I’m basically saying the same thing again). This happens quite frequently with websites that sell tickets, or have special sales on certain days or weeks.

Yes, the NBA Playoffs are fast approaching, but they are not the only ones dishing out assists

*Source — NBA.com.

March 27 2007

Let’s Talk Real Data

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Are you making an “impression” online or are you still waiting for the cell phone to ring based on your last direct mail piece? Let’s talk about the real state of the real estate industry.

There are many variables that pose challenges to the Real Estate Industry and competition is probably one of the strongest ones, so when potential buyers are looking for a home, it is important to be accessible in the search engines.

Direct mail is probably not going to cut it given that most of us take the mail to the trash can before reading it. Murphy’s Law plays a role in decision making. When you finally decide to buy a home, all of the direct mail that had gone to the trash can is no longer in your hands, but the internet exists at the click of a mouse.

Experts in the industry claim that over 44% of sales come from referrals and 11% come from past clients. This highlights the importance of staying in touch with your database.

The other half of sales come from other sources, and last year NAR reported that 7% came from the Internet, but that’s changing and changing rapidly. We can’t ignore the fact that almost 75% of consumers go to the internet to begin their search for a new home. In fact, it was recently quoted that over 5% of all searches performed daily were consumers searching for a new residence.

Understanding this data and following the trend dictated by the market is necessary. Are you making the right “impression”?

March 26 2007

“Voila!” MSN’s “Gatineau” is coming soon

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“Fortunae meae, multorum faber”. The motto refers to the timber industry and the great name of the citizens of Gatineau, Quebec, Canada.

It is also the code-name of MSN’s new Web Analytics project. “Gatineau” is scheduled to be released to United States MSN AdCenter customers sometime in mid 2007.

“…The target audience for this project is broadly similar to the target audience for Google Analytics – though it’s emphatically not our intention simply to replicate the functionality within that product.”, said Ian Thomas, the director of Microsoft’s Gatineau project, on his blog “Lies, Damned Lies…”

According to Thomas, “Gatineau” is based on technology acquired from DeepMatrix Corporation, which MSN acquired in 2006. “The next step for the project is an invitation-only beta program which we expect to start within the next few months.”

When we know more information, we will be sure to post it here and to let you know!

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