Archive for February, 2013

10 Ways to Get an Online Business Off the Ground

Posted by Drew Hendricks on February 27th, 2013 at 8:10 pm

Whether a business owner is looking to strengthen their online company or add an online store to their existing business, there are a lot of benefits that can come from focusing on selling online. True, maintaining an online stores (and an online presence) can take a lot of time and energy, but the benefits of an expanded clientele is well worth it. Often times, people are apprehensive about trying an online component to their business because there is so much competition online. With all of the content on the web, how are business owners supposed to get the attention of their customers? Well here are some tips for boosting online sales and outshining the competition:

1. Climb the Ranks Search engines are responsible for a large portion of the traffic that most sites get. When there are many competitors within a market, it’s important that a business’ website appears above the rest in relevant searches. For example, Seattle is known for being at the forefront of the tech industry. Along with many large, mainstream companies, there are many smaller, independently owned tech businesses in the area. Those smaller businesses will use specific Seattle SEO keywords on their site to get locals... Read more

Three Reasons Why Your Ad Campaign Can't Easily Pivot from Awareness to DR

Posted by Tom Hespos on February 27th, 2013 at 11:42 am

I get strange looks when I tell advertisers that switching from an awareness objective to a direct response objective requires a complete replanning of a digital campaign.  While many advertisers understand why this is, there are many more who don’t.
Changes in objectives can happen for a variety of reasons.  Sometimes, advertisers focus on metrics that aren’t compatible with the campaign objective, simply because response metrics are easily obtained.  In other cases, marketing objectives might shift and advertisers erroneously believe they can simply swap creative to efficiently garner clicks.  Whatever the case, there are three solid reasons why, when objectives are moved from DR to awareness (or vice versa), the agency needs to replan and re-quote fees.
Cost Basis
Awareness campaigns are characterized by running in environments that are high-profile or selected due to appropriate context.  In other words, many of the placements will command a premium.  In such cases, CPM is the dominant pricing model.  While other pricing models can play a role on an awareness campaign, generally your first digital ad dollars are going to go toward placements that are priced on a CPM basis.
DR campaigns tend to use a combination of pricing models.  Depending on the advertiser, there may be... Read more

Why Tablet Video Ads Can Work Wonders for Monetization

Posted by Amy Vale on February 27th, 2013 at 9:27 am

If tablet adoption continues at the rate it’s currently at, tablets will overtake PCs by the first quarter of 2013. It’s no wonder eMarketer estimates that by 2015, over half of Internet users will be logging on via their tablet devices. With tablets gaining more and more market share, now is the time to look at your tablet monetization strategy and get the most out of the increasingly popular device.
A key factor in monetizing your tablet ad inventory is understanding (and applying) how it is different from its smartphone counterpart. The Online Publishers Association released a study that tablet owners are more likely to interact positively with ads, and the more a consumer used their tablet, the more likely they were to make a purchase through an ad. To take advantage of tablet users’ greater willingness to interact with mobile ads, publishers need to ask themselves a few critical questions. What device types and platforms are driving the highest traffic and click through rates? Are banner ads or mobile video accounting for the bulk of your mobile clicks? In fact, ComScore found that tablets have quickly reached critical mass in the U.S. The report indicates that tablet users were nearly three times more... Read more

Facebook vs. LinkedIn for B2B Marketing

Posted by James Trumbly on February 27th, 2013 at 8:00 am

LinkedIn is the go-to website for most B2B marketers when it comes to networking and expanding their client base. But is it really the best place to get the job done? According to some studies, Facebook offers just as much if not more opportunity to reach your professional audience. Let’s take a look at how the two sites stack up side by side.
Facebook Pros and Cons
The social media giant clearly leads the field in terms of B2C marketing. But how about that professional audience you’re trying to reach?

Pro: Facebook’s huge user base means that more professionals are on Facebook than on LinkedIn in terms of total numbers. Those professionals don’t turn off their business acumen when they’re on Facebook, so you can still market effectively through the broader platform.
Pro: Facebook allows direct marketing through Facebook ads, meaning you’re no longer dependent on buyer engagement in order to reach potential customers.
Con: Facebook posts may or may not appear on your fans’ walls, depending on their level of engagement with your brand.
Con: Marketing efforts must compete with non-professional posts. Music videos, cute puppies, and pithy quotes are all clamoring for the attention of your potential buyers. Your posts have to be good enough... Read more

9 shocking and hysterical ways these execs got fired

Posted by David Zaleski on February 26th, 2013 at 11:50 pm

You won't believe the ways these company executives got fired.
If you're an executive, you've probably spent a healthy amount of time worrying about losing your job. Here are some people who got the surprise boot for the most ridiculous, offensive, and outrageous reasons you'll ever hear.
Don't be one of them.
9. Fired mistaking Ash Wednesday cross for a smudge
On Wednesday, February 25, Mike Murray came into work as usual at the New York Palace Hotel, sporting this familiar religious symbol on his forehead.

Delightful.
Yep, that particular Wednesday was Ash Wednesday. A day when Catholics wear the symbolic ash cross as a reminder of their own mortality.
But then...
Bum Bum Buuumm!
In walked old man Niklaus Leuenberger.

Leuenberger had apparently recently realized that he was a boring old man, and it seemed the 13-year-old boy inside of him wasn't too happy about it. Leuenberger also just happened to be Murray's boss.
Upon seeing the ash on Murray's youthful forehead, he shouted, "Wipe that f***g s**t off your face!"
Did I mention the New York Palace Hotel leases its land from the Catholic Church?
Yeah.
Eight days later, the CEO himself very publicly fired Leuenberger. Leuenberger uses his now copious free time to get more familiar with the Bible.
8. Fired for slapping a baby
OK,... Read more