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Pay Per Call is one of those things that just seems ready to burst on the online marketing scene in a major way.
What I found really interesting in a recent Pay Per Call report summary from the Kelsey Group, was the author’s comment, “[Pay per] calls potentially also help ‘close the loop’ between online shopping and offline buying — the dominant transaction model into the foreseeable future.” We all know that people often shop and research online, but still buy locally. Pay Per Call is a way to convert a company’s national online marketing presence into directly trackable local Cost Per Lead actions. It is a way of harnessing the power of the Web and the power of the local Yellow Pages.
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The other day I was wandering through Marshall Field’s and I had the distinct feeling I was being watched. I looked around, but no one was in sight. No one, that is, except a mannequin who was staring at me obliquely with a cold, vacant look. He was well dressed, polite (in a quiet, Minnesota-nice kinda way) and he had a head. You know it’s really difficult to find a mannequin with a head these days. Look around. Most new mannequins are headless. Must be the current mannequin chic.
“Hey man, how you doin’?” I asked.*
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Michael Kinsley’s experiment using a wiki for the LA Times editorial is over, at least for now. When I first heard of the idea my initial thought was that it wasn’t a very good one. A brave experiment in publishing, definitely. But a wiki seems the polar opposite to an editorial page. Wouldn’t adding a simple comments section or a discussion board work much better? I get the feeling that Kinsley wanted to create some buzz for his paper and latched onto a hot buzzword, mixed it into the editorials and hoped for the best. Others have suggested that the experiment was a success due to the attention it has attracted. It will be interesting to see how this all pans out and how long they’re willing to keep trying.
The Long Tail, a wonderful blog I found over the weekend, has two good entries on the subject.
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Sometimes it takes an outside resource to make you realize you’re heading in the right direction. We’ve been laser-focused for the last year on Web-centric marketing systems, ROI and interactive advertising. Then along comes this article that essentially says, “Hey, you guys are aboard a big locomotive and on the right track.”
According to an article in this month’s B-to-B Magazine, marketing ROI, electronic communications and online advertising are some of the dominant marketing trends. It’s a great read.
The article states that all departments in most successful B-to-B businesses are being asked to justify their budgets. Marketing is no exception. The story quotes Taddy Hall, chief strategy officer for the Advertising Research Foundation, “A driving force of accountability is the fact that measurement and the ability to calculate returns have improved dramatically with the Internet and real-time response measurement capabilities.”
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There were some interesting email statistics the other day from a study done by AOL and Opinion Research Corporation. It shows how pervasively email has integrated itself into our lives. Sometimes email seems like such old technology. I guess that is because everything happens so fast on Internet Time. However, it is still remains a powerful way to reach people as these statistics show.
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