Friday, February 27, 2004

Words from top promo Co..
Eye on the ePrize: "how do you get people to move the needle, to actually pay attention? Chance to win promotions or other incentive marketing campaigns seem to be a very effective way to do that... if they don't need to reinvent the wheel completely, there's a cost savings and a time savings. We have an existing promotional infrastructure that is replicable, so the client doesn't have to pay for or wait for the ability to run a promotion. At the same time, the promotion can't be cookie cutter. It has to represent the brand, there has to be creativity, and there are very specific, targeted messages. We have a sort of hybrid model where we leverage the existing underlying infrastructure to build a promotion, but there's complete flexibility to change the creative presentation. "

Google

Friday, February 20, 2004

icrossing Finds Search Intelligence: "According to icrossing CEO Jeffrey Herzog, there's much more to search measurement than which keywords attract the most clicks (how much more may amaze you; find out in the interview below). Yet a WebTrends/iProspect study from June 2003 cited in eMarketer's new Search Engine Marketing report shows that 3 in 10 marketers aren't measuring search campaigns at all, while another 40% are sticking to bare bones stats such as click-throughs."

"If you can't measure it, you can't manage it."

What to measure:It's very important to quantify not just those who went to the checkout lane but to understand:

  • what the visitor did in terms of what aisle they walked down
  • what products they looked at
  • why they didn't purchase
  • where they dropped out
  • did someone return for a visit?
  • How long before they returned?
  • Did they return through another keyword search or did they return through the domain URL?
  • Did they spend 10 minutes or so on the site?
  • Did they have a certain number of page views for a particular search versus another?

    ... all equally important in understanding the big picture.All of the details really will tell you about your prospect. It's more than the keyword -- it's the action that they take after the keyword selection that will really tell you more about your audience and which will of course impact future campaigns.

    If you can see what people are typing in, you can build your business around that opportunity. If we know, for example, that red leather is a hot item in the fall, we would then direct our companies that sell red leather to ensure that they have the content.

    Google
  • Thursday, February 19, 2004

    The competition (RTBs) are disorganised...
    Guest Comment: Regional Tourist Boards' role in delivering EnglandNet - 19-Feb-04.: "Many tourism destinations around England had Destination Management Systems which they had installed because there was a need, and no national solution. With the development of technology these systems are to be linked via EnglandNet to harness the existing investment, and resources, rather than 'reinvent the wheel'. Well that was the philosophy but one wonders whether it is being implemented by all of the Regional Tourist Boards. "

    Google

    Tuesday, February 17, 2004

    eyefortravel.com - Travel Distribution News, Events and Analysis: "Travelocity and Expedia are the most valuable brands in online travel, and their brand equity plays a key role in driving traffic to their sites, "

    Google

    Tuesday, February 10, 2004

    Sabotage...
    Sabotage! Coping With The Joe Job: "You will first become aware that your site is the victim of a Joe Job by receiving a few bounces when you check your email. Those few bounces will be followed by hundreds, or thousands, or millions of additional bounces, which will soon be followed by unsubscribe requests, followed by complaints, followed by threats of reporting your business to the authorities, followed by threats of bodily harm, followed by all out mail bombing (the automated sending of multiple emails, often with large attachments, for the purpose of filling up or flooding your email account). Soon after this, you may begin to receive nasty phone calls if you provide your phone number on your Website, or have your phone number listed with your domain registrar. "

    Google
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