Online Strategies
From the Mouths of Moms: There is No Mom Demographic
by Jordan Arnt on 07/23/2010 at 7:42 am in Content Targeting, In the Press, Social Media
Sarah Engel, VP of Marketing & Communications and mother of two, focuses on the changing behaviors and attitudes of mothers on Facebook from a marketers perspective for iMedia Connection. A fabulous read for those interested in how to understand, communicate with and market to the working mothers, stay at home moms and how to develop a successful Mom-focused campaign.
Full StoryGoogle Ratings: Could they Change Your Business?
by Jordan Arnt on 07/21/2010 at 7:41 am in In the Press, Search Marketing
Price Glomski provides his thoughts on Google Ratings from an Account Director’s perspective. Check out his Search Engine Watch article and let us know if you think ratings are a good a bad move. We want to hear from you!
Full Story10 Things I Learned About SEM From the Movies
by Amy Yates on 06/21/2010 at 11:27 am in Performance Marketing
“Yo, Adrian.” I’ll admit it: I’m a total geek and I love to learn new things. So much so, I try to tackle something new every year. The guitar didn’t last long because I didn’t like calluses on my fingers. Golf lessons in July weren’t my best idea either, especially in [...]
Full StoryAffluent Consumer Purchase Path Whitepaper
by Sarah Engel on 06/18/2010 at 7:46 am in Market Research & Data, Performance Marketing
In an 18-month study, ranging from November 2008 to April 2010, The Luxe Groupe of Range Online Media, a specialty group of online marketers and luxury retailing experts, analyzed more than 400 individual luxury and prestige brands. The findings were recently released in a luxury whitepaper detailing key findings during the economic downturn and during [...]
Full StoryAll I Really Need to Know I Learned Marketing Luxury
by Kassie Kemp on 08/24/2009 at 12:59 pm in Brand Ownership, Online Strategies, Within Range
Luxury brands really do have it all. They have prestige, glamour, and style. They’re every girl’s dream, right?
In the world of online, luxury brands often get a reputation as late adopters. Here goes the stereotype: They were cautious to launch ecommerce websites. Then, they were cautious to market them and let everyone know the site [...]
Facebook Updates from the Lofty Lap of Luxury
by Megan Leedy on 07/20/2009 at 1:44 pm in Conferences, Market Research & Data, Online Strategies, Performance Marketing, Social Media
I went to Luxury Interactive in New York last month, and there was one question no one could agree on. Should luxury brands participate in social media? Luxury retailers are hesitant to get involved in the social space because it is a platform for 2-way communication with consumers—the type of marketing luxury brands typically shy away from. Social media is a playground for spreading unfiltered and opinionated information by uneducated consumers across the web, and this lack of control is the top turn-off for luxury marketers. And really, can you blame them?
Full StoryThe Long Tail: Not Just for Paid Search Anymore!
by Herndon Hasty on 06/25/2009 at 3:45 pm in Online Strategies, SEO, SEO Best Practices
I started my life in search engine marketing on the paid side of the search equation. With ROI being at the bottom line of every decision made from keyword selection, match type strategies, campaign organization and, of course, bidding, amassing wins using long tail keywords was one of my favorite approaches. Good paid practitioners are constantly fighting to find ways to get those one or two keywords that drive huge traffic a little more efficient, but there’s really nothing like coming in to see a line like this in the previous day’s results.
Full StoryTraveling Locally
by Blake Suggs on 06/24/2009 at 4:05 pm in Local Search, Online Strategies, Paid Local Search, Performance Marketing
RANGE does quite a bit of work with a variety of hospitality brands, and one of the most common outcries we hear is for help with local search. Now, I know a few years ago, all anyone seemed to talk about was local, but in recent years the buzz seems to have died down considerably [...]
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 StoryNew Age Perspective
by Clint Utley on 06/05/2009 at 2:09 pm in Comparison Shopping Engines, Feeds, Online Strategies
Who is where? Attempting to generalize and classify online user behavior has been a favorite pastime of marketers since day one and why not? You need to know who you are targeting and where to find them. Different demographics provide valuable information and they can be studied and analyzed in order to find the bulk of your client base. One of the most significant factors for determining online behavior is age. Chances are a business’ products won’t provide the same service for a grandmother as they will her grandchild. As such, age stratification is a practical tool to use for finding your audience. Focusing on a consumer’s age when choosing social networks on which to place ads and shopping engines to offer your products is a vital tactic for growing your business.
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