Archive for April, 2008
Tuesday, April 29th, 2008 by Hugo Guzman
I have a colleague at Zeta Interactive who prides himself on finding new and inventive ways to secure inbound links for our clients. His name is Bob Generale, and he is definitely one of the unsung heroes that has led to Zeta’s surge of success with SEO clients.
Recently, he approached me with a novel approach to bartering with webmasters and content owners for the sites he targets:
Bartering an inbound link in exchange for a list of link-building targets.
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Posted in Online Advertising/ePR, SEO | 3 Comments »
Thursday, April 17th, 2008 by Lori Arnold
It seems like the Internet dark ages, but it was just a couple of years ago that there was a fear of blogs. “What are the bloggers going to say that may hurt my brand? “ “How can I stop them from talking negatively about us?” Splashed on the front page of Business Week in 2005 was “Blogs will change your business”. And on Forbes magazines front page read “Attack of the blogs”. Scary stuff, indeed!
Was that fear realistic? Was there reason to panic? Did the blogs really attack and change our business?
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Posted in Social Media | No Comments »
Thursday, April 17th, 2008 by George DiGuido
Companies spend millions of dollars each year in an effort to acquire new customers online. Money well spent? For those marketers who consider a complete marketing strategy, the answer is yes. Online customer acquisition is the most cost effective way to add new people to a company’s in-house file. The problem is that most marketers are missing a key ingredient in their acquisition strategy: Confirmation Emails.
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Posted in Email Marketing | 2 Comments »
Tuesday, April 15th, 2008 by Hugo Guzman
Seriously, who doesn’t know Aaron Wall?
Few people in the SEO industry go about their business unaware of the bounty of knowledge offered up by his portal, seobook.com. And because of his approachability and willingness to mingle with the every-day marketer, Aaron has become a virtual friend to literally thousands of SEOs.
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Posted in Online Marketing, SEO | 2 Comments »
Thursday, April 10th, 2008 by Carlos Alcala
The first time I met Al DiGuido I was giving a presentation on Building Effective Online Experiences and during the presentation he stopped me and asked a simple question, “How has creative changed online versus offline?”
Wow, I thought, what a great question - one that can be answered a few different ways. One answer could have been Interactivity! The ability to interact with content in ways traditional offline communication could not. Or how about Rich Media? Having the creative concept, marketing message and content move from a static format to a dynamic format. In fact, there were several options I could have chosen.
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Posted in Online Marketing, Rich Media/Video | No Comments »
Wednesday, April 9th, 2008 by Al DiGuido
Lately I have been experiencing severe cases of déjà vu.
I remember many years ago, maybe ten, ranting about the threat of commoditization and the internet; the googleization of the content. Fortunes have been made over the years through search engines and ad serving companies. I don’t begrudge any individual or company for leveraging their technology to take advantage of market opportunities.
I read with great amusement a recent article in MediaWeek about ESPN turning off their content with a series of Ad Networks, claiming that they were tired of having the value of their content commoditized and sold to the cheapest buyer. They argued that they had spent millions of dollars over the years in building their brand reputation, loyal customer base, and the relationship between the brand, content and customer; only to realize that all of this “value” was being negated as part of an ad network package.
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Posted in Online Marketing | No Comments »
Wednesday, April 9th, 2008 by Hugo Guzman
If you’re an independent webmaster with total control of your site, salesmanship is most definitely not a part of the SEO process. You simply conjure up your strategy and implement. It’s not real complicated.
However, if you work for a corporation or an agency, SEO success is often measured by your ability to “close the deal” more so than your strategic or tactical ability.
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Posted in Online Marketing, SEO | No Comments »
Monday, April 7th, 2008 by Hugo Guzman
Back in December, on the heels of the PubCon search conference, Google’s resident SEO mouthpiece, Matt Cutts, expounded upon the mega search engine’s improvements in terms of handling and preventing an overabundance of search results from one domain.
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Posted in Brand Strategy/Creative, SEO | 3 Comments »
Friday, April 4th, 2008 by Carla McLeod
Good news for all us online marketers this week. Article after article expounding upon the growth in alternative media, despite an economic downturn, including one from AdAge that stated:
“Spending on alternative media hit $73.4 billion in 2007, a 22% increase over the previous year, and will continue to grow, according to a study from research firm PQ Media, which also predicts that by 2012 alternative media will represent 26.6% of all advertising and marketing dollars.”
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Posted in Online Advertising/ePR, Online Marketing | No Comments »
