Brand Management
Don Draper Has Everything on Me
by Price Glomski on 10/09/2009 at 4:27 pm in Brand Management, PPC Strategies, Performance Marketing
Let’s clarify, I am not Don Draper. But if I was, I would be on my 3rd bourbon, 6th cigarette and 100th good idea. Can performance marketing be cool? Why is it that most performance marketers get pigeon holed into a specific type of strategy? Heck, it’s understood that we will grow your search programs. There is no question we will knock the pants off last month’s comparison shopping revenue totals. Yes, we expect to see growth in your dynamic remessaging program this holiday due to results in customer formation.
Full StoryPaint or Potato Chips?
by Kevin Freemore on 06/22/2009 at 5:27 pm in Brand Management, PPC, PPC Strategies
Do a search for “eating paint chips” and take a look at how many paid search ads come up. There’s an ad for Healthy All-Natural chips, which you might want to consider if you really are interested in eating Kelly-Moore Latex Sour Cream and Onions. There are also a number of well known paint companies that are advertising and hopefully not intending for their brand of paint to be used as a snack. And who knows–there may come a day when paint is flavored and non-toxic. Glue is ok to eat now, right? Anyway, you get the idea. It took me a whole minute to find an example of this, and believe me, there were plenty more that were way worse. Now, ask yourself a few questions. What does this do to my search performance and what does it do to my brand image?
Full StoryLuxury Digitally Defined
by Andrea Wilson on 06/12/2009 at 2:28 pm in Brand Management, Online Strategies, PPC, Performance Marketing
Luxury retailers/brands should cater their major initiatives to ‘refinement of living, indulgence, enjoyments of comforts and pleasures’. As such, shouldn’t the online experience be as comforting and pleasurable as the product itself? Doesn’t it make sense that a buying a luxury brand’s product should be easier and more enjoyable than a buying a discount product from a mass retailer or discounter? So why is it so difficult to even find the luxury official website?
Full StoryDoes It Make Sense To Run Branded Paid Search?
by Jeff LeVan on 05/20/2009 at 6:14 pm in Brand Management, Nonbrand Strategy, PPC, PPC Strategies
Does it make sense to run branded paid search? If you run branded search are you just taking credit for conversions that would have happened anyway? Is running just non-brand the way to go because it drives purely incremental revenue? Even if it kills your paid search ROI, these are valid questions to consider. It’s important to think about how paid search impacts a client’s business as a whole, not just boast about glitzy 50-to-1 ROI numbers from just running brand. These are the issues that we tried to consider when devising a test to determine whether or not it makes sense for a particular business to run branded paid search.
Full Story$25 Off! If You Read This!
by Danielle Smith on 10/15/2008 at 12:49 pm in Brand Management, Market Research & Data, Online Strategies, Within Range
By now we’ve all been battered and bruised by the economic prospects for Q4. At some point though, my internal filter shuts down, and every subsequent devastating factoid yelling at me from a webpage becomes a blur. To summarize, here are a few key phrases that come to mind when recalling the past few weeks [...]
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