Online Concern

A new site for a new brand

admin — Tue, 15 Mar 2011 14:17:56 +0000

Big Entertainment recently re-branded but needed a site to reflect the colourful purveyors of inflatable games and party supplies. More of a passion project, I enjoyed using images and themes from a ‘fun’ client. The back end is solid, with a focus on SEO and simplicity.

Mockup of BIG Entertainment's website

Google, Bing and Yahoo

admin — Tue, 05 Oct 2010 14:22:52 +0000

The search engine wars are, once again heating up. eMarketer produced an interesting article recently outlining the share of market in the search world and it seems that Microsoft’s giant media blitz is having effect. Some numbers show it as the second most popular search engine, eating into Yahoo’s search share.

Unfortunately, they were really hoping for more of a gain on Google’s piece of the pie. Regardless, Google has plenty to worry about due to the merging of search traffic between Yahoo and Bing, essentially making one competitor that can finally challenge Google’s search share. It is finally time to start taking them very seriously.

Incidentally, I just identified one feature of Bing that shows me that they stand a chance in this war: Bing video search. Offering a simple feature that allows you to mouseover the video for a preview allows you to quickly find the proper video link. This recently came in handy when trying to identify the proper way to ‘hide my wife‘.

Google Instant is Marketers Loss

admin — Fri, 17 Sep 2010 05:40:49 +0000

As an AdWords advertiser, I have been watching the release of Google Instant very closely. Google indicates that it will be much more effective for both searchers and cost-per-click marketers and most cost-per-click marketers agree. I am a dissenting voice, and the reason for that dissent comes directly from a marketing point that Google has actually been drilling into marketers for years: Google is actually a successful branding medium.
To understand why this is important and mostly ignored by the pontificating cost-per-click marketer set, you need to look at their motivation. Most cost-per-click marketers are compensated and measured by click through and traffic driven through the site. Most do not care about your branding, because that isn’t what makes them money.
To that end I am dubious by the positive (or at the very least, indifferent) reception to the change. The overall opinion is that there will be much fewer impressions in upcoming search campaigns, leading to much fewer branding opportunities.
One thing anyone familiar with a broad range of online media: click through is not the barometer for success in any online campaign. As with all mediums, commercial success is not always discovered in a linear advertisement to sale vector.

Clean an oil spill with Google AdWords?

admin — Wed, 08 Sep 2010 04:00:27 +0000

Advertising Age’s Michael Learmonth created a stir today, with his analysis of leaked advertiser spends from June 2010. The majority of the article discusses BP’s spending during the prime days of the Gulf oil spill.

Moving from spending $57,000/month to $3.6 million in the month of June, is a shocking jump, but not surprising, based on what they were facing. One of the common things I cover when presenting search marketing is the branding value of having your message appear, as you define it, to the searcher. Right or wrong, BP had a message/position that they wanted to be heard. Google allowed it one of the most efficient ways of spreading this branded message. Something often overlooked in the cost-per-click world of search is the value of impressions. We count impressions when we run any other kind of marketing campaign, but since cost per click offer a small view into end-to-end marketing it is easy to ignore. Ignoring this lacks foresight. As with all advertising mediums, exposure is often enough to elicit the action we desire over time.

Reports of my death…

admin — Thu, 26 Aug 2010 02:11:47 +0000

On August 24th a concern formed. To address online marketing: it’s increasing role in modern marketing, the overwhelming benefits of the medium and the complexities it creates for marketers. By focusing on strategic placement of marketing messages, contextual search engine marketing, and production of technically specific and effective marketing, this concern hopes to delivering results driven campaigns that introduce products, present messages and move units.

Flash Production

admin — Thu, 26 Aug 2010 01:58:34 +0000

Production of advertising for the web is a skill that is constantly in demand. Unfortunately, there is a considerable difference between re-tasking your print creative for the web and effective animation and production of creative. That difference has measurable and justifiable results

McDonalds
Saturn
General Mills
Canada Post
Maritime Travel
Province of Nova Scotia
Oregans
IWK

Search Engine Marketing

admin — Sat, 10 Oct 2009 22:14:28 +0000

Targeting by search term, geography, context, even time of day, SEM is one of the most sophisticated marketing techniques available. Tie into sales goals, sales and support calls and message testing. As one of the largest Google SEM advertisers in the region and have experience on national brands and international clients.
Continue reading →

Media Strategy

admin — Sat, 10 Oct 2009 01:18:43 +0000

Online Media Strategy is an art and science, directed by experience and a constant focus on testing and improvement. Not only is each company different, but so are its products, consumer targets and sales goals. There are hundreds of online media choices, and proper strategy is the difference between gambling with your marketing dollars and measurable and consistent success.

Bell
Bell Aliant
Workers Compensation Board
Cirque du Soleil
IWK
Global
Salvation Army
Cossette East
Maritime Travel
Cottage Country
Thinkwell Research
Acadia Seaplants
Davies Enterprises