Interactive Marketing

Brand Search Campaigns: Should you be buying all your keywords?

xpirens — Thu, 03 Jul 2008 16:18:15 +0000

Spending money on search for your brand could be something that is vaguely justifiable. As a online brand manager, search is definitely one of the most effective medium for you to reach your audience. In fact, its the only tool that everyone on it will read, and click your carefully planned message.

Most of us will find ways to buy most, if not all keywords applicable to your brand/products/services – if you have the budget, that is. However, looking deeper into the value of keywords buying, sometimes you might be wondering why you’re buying some of your keywords in the 1st place. And that’s a valid question.

In an Atlas Insight article, it shares an insight on the value of investing on keywords that are self sustainable. We might be paying for people that are navigating the search engine. Meaning to say, looking at the keywords (mainly Brand or Specific keywords), we know that the user already knows what he or she is looking for, hence these keywords might not be required to be paid at all. Most likely, these people clicking on paid search as navigation. (To support this, there are many research that supports the fact that the performance of a campaign is often better when both paid search and organic search appears at the same time). Having said that, IMHO, the brightest thing to pause and review your campaign and then invest in a SEO expert/service.

Paying for navigation search.

Atlas Institute: Engagement Mapping

xpirens — Thu, 03 Jul 2008 05:50:00 +0000

I read an article by Altas on engagement mapping, found it particularly true as it touches on the very fact that conventional measurement of our online marketing campaign performance is somewhat not the a wholesome assessment of the campaign results (which they call it “Last Ad” model”).

We should not ignore the fact that every initiative/campaign running online should be considered when assessing whether our campaign is successful or not – not just the last ad that user has saw and clicked on. This article explains how it could be done better, and of cos selling their product which could help you do so… It also explains the different fundamental concept of measurement in interactive marketing which could be rather useful for any new interactive marketer.

Engagement Mapping:

http://www.atlassolutions.com/institute_engagementmapping.aspx

Additional read on Digital Marketing Insights:

http://www.atlassolutions.com/institute_marketinginsights.aspx

Flock, if you’re into social network browsing…

xpirens — Wed, 02 Jul 2008 01:55:48 +0000

Immerse yourself into social networking using the right tool before diving into action! Know your foe, win half the battle.

A modified firefox web browser that lets you manage your social network sites under one web browser. No more typing URL, entering credentials, click login individually anymore! Looking at the amount of time saved doing so, will compensate the slight lag in its loading performance.

Flock, The Social Web Browser!

Blogged with the Flock Browser

Tags: tools, social networking

What’s Interactive Marketing?

xpirens — Wed, 02 Jul 2008 01:54:27 +0000

In short – Business activities to help promote a brand/product/service directly or indirectly through a digital medium (i.e. internet, mobile network) – usually resulting in a two directional communication between the target audience and the designed program.

Tips: Type “define:interactive marketing” to look for different results.

Share with me your own definition of “Interactive Marketing”.