in the Marcom
• Email Marketing
• Instant Messaging
• Social Networks
• Vertical Networks
• Pod Casting
• Online Video
• Desktop Apps
• Mobile Ads
• Online & In-Game
• Buzz Marketing
• Online Display
• Organic Search
• SEO seeks to increase a site’s visibility in search
engines and enhance its value to visitors through
topical page design, consistent HTML tagging,
and focusing content on core keywords.
Who is the largest
online retailer of
• Nike? Footlocker? Payless? Timberland?
•Answer - Zappos.com more than the online sales
In 2006 zappos.com sold
of all these well known brands, combined.
Basics of SEO
• Relevant, well written copy list
• Proper Website structure (table
• In-boundDescriptive Page Titles
design, css, etc...)
• Smart & links (Quality over Quantity)
• Meta-Keywords are Over-ratedvideos,
• Create Link Bait (blogs, online
• Know Google’s WebMaster Guidelines
The Case for PPC
• Indirect mediumadvertising a yearget a as
what can you spend under
$400,000.00 in that advertising and
a result of ROI?
• Pay-Per-Click (PPC)mediuman incredibly
effective advertising can be or it can be
• I’m not even particularly good at bybut I’ve
a huge liability.
decreased our advertising costs
while maintaining our Volume.
Basics of PPC
• WhenPer Click (CPC) (CTR)down up
Click-thru Rate goes goes
• Always, Always, Always split test your
• Never, Never, Never bunch keywords
• Keep looking for keywords that others
together in one huge group
haven’t discovered yet
• 1st fact it rarely is)
(in Position isn’t always the Best Position
• Never from (thisinmeansto build the recipient
ever be doubt where BUY
came Take the time DON’Tyour own
• Don’t even e-mail. sending an
• Use a reputable and proven e-mail
• Subject line is the key that opens the door
• Keep a clear call to stuff above the fold
• Have the important
• how and where can we best reach currnt and potential AIM users? If you are
placing any significant amount of your budget on traditional media you’re
wasting your money and time
• Stop thinking that display advertising (banner ads) is going to do anything for
you. Stop, seriously, stop. Only do those on Time-Warner owned sites where it
might be FREE. ( I don’t care how cool you think it will look, just don’t do it)
• Social Networks are so cool aren’t they? Just look how much of our target they
reach! True, but in order to catch their attention you have to offer something
they can’t resist. Whatever that is has to be free, easy to do/use/setup, different
than anything anyone else is doing, etc... Perhaps your promotion can be used
• We have such an amazing idea! Oh yeah? What will the blogs say? Will they
love the experience you provide?
• UGC - You’re greatest success or your worst nightmare?
• Hey you advertisers we know how smart and creative you are, but those public
relations people can make or break you. Use them, believe them, love them,
• Need something to fill up your creative section that won’t cost you much money?
Try a widget . They’re delicious.
• Go Viral. Everyone else is, think “simpsonizeme.com” that cool Optimus Prime
email voice thing or that over-worked, over-used chicken. It’s good for a laugh
and some positive reinforcement.
• Don’t have a desktop app yet? It’s a bit cheesy, possibly pointless, but done
right it can certainly bump those frequency numbers up. Less is definitely more
here. Think pimped out widget.
• Remember those AOL music sessions? Do they still do those? Is there a
promotion there for chatting with the artists? Maybe that’s a dead horse. Does
that horse have a cousin I wonder? When do questions get excessive?
• If you absolutely have to use traditional media at least make it worth it by
focusing on your promotion. Your target market doesn’t care how cool your ad
looks or how clever you can be. They want to know “What’s in it for me?”. As
David Ogilvy once said “If it doesn’t sell, it isn’t creative.”
• If one Ogilvy quote wasn’t enough how about this one “Our business is infested
with idiots who try to impress by using pretentious jargon.” Say something that’s
worth saying. Seriously, if you wouldn’t want to read your ad then what makes
you think someone else would?
• Okay this is the last one “Advertising people who ignore research are as
dangerous as generals who ignore decodes of enemy signals.” You’re welcome