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Display Advertising (Online)

Space on a web page that is purchased by an advertiser that is used to display a static or hyper-linked banner.

Are Marketing’s Contributions Valued By Your Company/Client?

Mon, 05/12/2008 - 01:00 — admin

It’s All About Performance

It’s frustrating to feel that your hard work isn’t appreciated.

But maybe your hard work isn’t valued because there’s no clear link between your work and improved business performance, i.e. revenue growth.

A recent post in Search Engine Watch reminds web analysts that their job is to provide information that helps the company maximize business performance, not simply to create comprehensive, complex databases. It reminded me that every individual in the organization, including marketing, needs to ensure their contributions result in enhanced business performance for the company (or their client.)

Sales and marketing functions have been forced into separate silos in many companies for so long that lots of marketing folks have forgotten that selling is the point of marketing. Too often generating sales is assumed to be the sales department's responsibility alone when it should be viewed as an organizational effort.

Can you explain how the brand strategy you’ve painstakingly created, the results of the focus groups you’re contemplating, increased ‘engagement’ or new creative will ultimately contribute to increased sales?

If not, reexamine marketing strategies and tactics to ensure they meet the business performance objectives of your company or client.

Call to Action (CTA)

'Call to Action' (CTA) describes the action that the advertiser wants the target audience to take upon viewing the advertiser's ad. 

Examples of a call to action might be, "Call 1-800-000-0000 today to get your free sample of XXX and grow a greener lawn instantly."

The most effective calls to action are comprised of the following three elements: 

  1. A description of the action that you want the viewer to take, whether its to call a number, click on a link, fill out a form, etc.
  2. An explanation of the benefit to the target of taking the action
  3. The urgency of responding quickly, i.e., "Call Now," offer expiration, etc.

Every type of ad, whether its an online, TV, radio or outdoor ad should have a call to action.

Google’s 9 Principles of Innovation

Wed, 03/12/2008 - 19:26 — admin

Dreaming up fresh, original, ground breaking ideas is tough. Yet some people create new ideas effortlessly, while others struggle.

Want to exercise your creative muscle? Take a look at this article to learn some of the techniques Google utilizes to encourage innovation within the company.

One example: “Creativity Loves Constraints,” says Google’s VP of Search Products. “People think of creativity as this sort of unbridled thing, but engineers thrive on constraints.”

So true. The most creative and prolific agency folks I’ve known are those that rely on a creative strategy or strategic roadmap to frame their creative efforts.

And briefs aren’t just for agencies, btw; every company needs guidelines to keep ideation on track.

If you have a minute, take a look. The article is a fast read and well worth your time if innovation is important to your business.

BootB

BootB is a global “pitching engine” that brings together marketers and creatives from all over the world.

Firebrand

Firebrand provides viewers with the best commercials on tv, the Web and mobile, as well as selected video programming and clips, along with the ability to sort, judge, share and comment on them.

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