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.

January 24 2007

Video Game Ads

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Google announced this week it’s plan to to stretch it’s muscular arm into a new advertising medium. According to a Wall Street Journal article, Google is in talks with AdScape Media, whose specialty is advertising in video games for consoles like Nintendo, Xbox or PlayStation. According to a PaidContent.org article, most new gaming systems offer the option of online game play, which makes this type of advertising possible. Google said “We are always considering new ways to extend Google’s advertising program to benefit our users, advertisers and publishers. In-game advertising offers one such possible extension among many others.” I think that this type of advertising will allow for an interesting edge in putting very targeted advertising in front of a virtually untapped audience, but I’m curious of how success will be tracked. Will this be a CPM project for branding or will players be expected to pause game play to visit a sponsor’s site? I will be very interested to see how this idea unfolds into statistics and conversion rates.

Please check back often for the latest information as it becomes available either at our blog or www.MoreVisibility.com.

January 3 2007

Packaging Turns to Gold Online

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Search Engine Marketing is the Next Frontier for Consumer Package Goods Companies

A recent eMarketer article highlights the emergence of an under-recognized trend in search engine query behavior. Consumers are increasingly using search engines to find and purchase consumer package goods. No trip to the store required, search engines are becoming the most-frequented direct-line to consumer package goods for many Americans. Sixty-seven percent of the participants in the cited survey reported search engines as their number one means of finding consumer package goods online (eMarketer, December 29, 2006). And these survey results don’t just include people who are searching for clothing and other products that are more typically associated with online research and shopping. Instead, the survey results show that food, personal care items, and cleaning products, are high on consumers’ lists of products they find via search engines.

So what does this mean for consumer package goods companies and their advertising dollars? Search Engine Marketing is the key to reaching your customers online. Consumer package goods companies need to start invigorating their advertising strategies and budgets with more search engine marketing. And as these search behaviors increase over time, advertising online via search engine marketing will increase consumer package goods companies’ visibility and ensure they are reaching these consumers right from the start.

As of yet, this trend in consumer behavior isn’t being sufficiently recognized by the consumer package goods industry. While many industry leaders as diverse as Colgate and Gap Corporation are utilizing search engine marketing as a means to drive sales, most others aren’t reacting as quickly. It is estimated that only 1% of the overall 2006 advertising spend of U.S. consumer package goods companies was devoted to search engine marketing (eMarketer, December 29, 2006). For an industry so large and far-reaching, this lack of emphasis on search engine marketing as a heavily used advertising strategy is a hindrance to growth — the consumer package goods industry would be best advised to stay ahead of the consumer-behavior trend and engage in search engine marketing as a way to capture its evolving customer base.

January 3 2007

Love at first site.

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Ever since Search Engine Marketing (SEM) became such a necessity in the e-commerce world, there have been thousands of articles written about the practical aspects of SEM and ways to bring more traffic to your site. Most of these articles touch the dry facts regarding conversions, costs and results.

Now, that the holiday’s hustle and bustles all behind us, it ‘s the best time to rethink your marketing methods and turn to your emotional side. All purchases are made out of emotion, our consumption behavior is emotion driven-it’s a psychological fact. Let’s use those emotions to show your web site how much you love it! When you love it, most likely your customers will too! Treat your site with emotion and make it so easy to fall in love with!

If your web site offers what the customer is looking for, while delivering a positive experience and a user friendly attitude, it will leave a favorable taste in the client’s mouth and they will come back for more.

One strategy is to create a high level of involvement among your regular site visitors by creating direct communication and even personal communication with your visitors. A “blog” where you address your visitors or a forum where your visitors are communicating amongst themselves can be effective.

Try to avoid annoying problems like broken links, offering products that are unavailable, etc. Navigation through your site should be easy and clear. Any negative experience will be remembered by your visitors and inhibit them from returning. Make it a habit to visit your site on a regular basis. Click through all the links and make sure your site is running smoothly. This way, if there are any glitches, you will be the first person to see them.

Work on building trust; make sure your contact information is easy to find. Though you do not have to identify yourself; people do like to buy from a trusted source.

Remember-what usually brings a visitor back to a site is the level of curiosity / interest that you were able to produce with the visitor. Treat your web site with love and watch your customers fall in love with it!

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