A senior marketing executive at Coca-Cola sent the digital marketing world reeling when he told a conference audience that he sees no link between social media marketing and sales. Well, no, actually, he didn’t. What Eric Schmidt, senior manager of marketing strategy and insights at Coca-Cola, actually said was this: “But when Coca-Cola put buzz […]
Coming seemingly on the heels of AT&T’s directory business acquisition by YP Holdings, DexOne and SuperMedia today announced a company merger expected to be complete by the end of 2012. The newly merged company will become known as DexMedia. It is expected that the media properties that each company owns (i.e. supermedia.com; dexknows.com; switchboard, etc) […]
In a word, leads. Internet Yellow Pages (IYP) is an interesting medium. When implemented correctly (content rich, localized whenever possible, tracked properly with call tracking as well as analytics), IYP can provide tremendous value to advertisers. Many times I am asked: “Well, which one should I be in?” The answer is not as simple as one-and-done […]
…is the headline! In a world of instant gratification, spoiler alerts on news sites, spoiler headlines when you are trying to time-shift the Olympics, headlines can often lead us to believe that’s the end of the story. A good headline can lead us to believe that we know the ‘guts’ of a story, without reading […]
Let’s wax poetic on the value of a phone call for a moment. I often speak with advertisers on what a call is worth to them. Is a six second call valid? Some may say ‘yes’, some would argue ‘no’. Is it really in the eye of the beholder? Let’s take a glimpse into my life […]
Many of you may have seen Chris Silver Smith’ s article this past week ruminating on his prediction from 2007 that the Yellow Pages were ‘toast’. He took some flack back then for his statement, but thought it was prudent to revisit his prediction this past week. With its provocative headline “Are the Yellow Pages Toast”, […]
What is the return on investment of your digital marketing spend? If you can’t answer that, you’re not alone. IBM recently conducted a survey of 1,700 Chief Marketing Officers in 64 countries – one of the largest and most comprehensive studies of its kind. The results of this survey (PDF), which were widely published and […]
If you sell stuff online and you describe the stuff that you sell and you show me pictures of what you’re selling, you as the builder of this content own both the description and the media. But why in the world are you giving it away to others to rank? I understand the theory behind […]
13:55 – Top ad position may not necessarily convert as well as a lower position 13:59 – Segment data to be able to impact actionable results 14:01 – This is some pretty basic stuff, but I expect that it is laying the groundwork for the more advanced stuff – I certainly hope so 14:06 – […]
It’s a question many marketing professionals struggle with – we want to start a social media initiative, but don’t know what resources we should put behind it because we can’t determine the return on investment. The reason why this is a struggle is because social media actions are often regarded as an end to themselves. […]