Archive for Leslie Van Zee

Does Online Advertising Work?

Posted by Leslie Van Zee on March 11th, 2013 at 6:19 pm

This is a question that often seems to be lurking in the background of any discussion that compares different marketing tactics. Whenever you read about using “big data” for online marketing, there it is in the background. The implication is that a marketing campaign is like shooting a basketball through a hoop: you set up, take the shot, and then go look to see if you hit the target.

In practice, however, a better metaphor would be a triple-combo shot in a game of pool. You hit one ball, which hits another, which hits another, which tips the final one into the pocket. Much more complicated geometry than the _dunk-swish_ of making a basket. What I mean is that pay per click, display advertising and a firm plan involving social media and quality content will attract considerable traffic to a site if it has been built correctly. But then it is the purpose of the website to turn that traffic into leads, and then it's the business's job to take care of turning those leads into sales.

8 Tips for Great Online Display Campaigns

Posted by Leslie Van Zee on March 4th, 2013 at 6:38 pm

When you have a business, brand or specific product you want to promote online, reaching an intended audience can seem overwhelming regardless of the industry you are working in. With a few tips and tricks, it is possible to make the most out of your online marketing campaigns.

Google Display Ad Builder – The Good, the Bad and the Ugly

Posted by Leslie Van Zee on February 26th, 2013 at 12:43 pm

Tired of text ads? Want to put a little more sparkle into your marketing? When it comes to branding your business online, banner ads have a lot of advantages over search marketing. But good creative is a key ingredient in a successful display ad campaign. Google offers a tool as part of the AdWords platform called the Ad Builder. Here is a look at the good, the bad and the ugly of using the Ad Builder to make a simple banner ad.

Maximize Digital Advertising with the 20% Rule

Posted by Leslie Van Zee on February 19th, 2013 at 7:29 pm

These days, display advertising effectiveness data is accessible online. You can easily research brand data to distinguish between what is effective and what isn't. This isn't rocket science; it is verifiable and tangible knowledge of what consumers respond to. Most digital advertising hosts run simple A/B tests to identify specific elements that are successful. Using both a test group and a control group, advertisers are able to compare small changes to an ad to see which has more impact. The statistical results of testing are used to tweak creative content to generate a better version.

How to Make the World Wide Web More Local

Posted by Leslie Van Zee on February 12th, 2013 at 2:03 pm

For some businesses, being able to market to consumers anywhere on the planet has been a boon. But a much larger segment of the small business community mostly serves customers in their own backyard. Here is a look at how local businesses can use the power of online marketing to reach their local customers.