Posted by Andrew on December 30, 2009 | No Comments
Display advertising continues to evolve as a core Web marketing component. comScore’s massive study holds significant value for online marketers seeking to understand the role and importance of display advertising. In this study, comScore leveraged their panel of 2 million internet users, examining 139 banner ad campaigns. Display advertising-related findings include:
“It’s clear that display advertising, despite a lack of clicks, can have a significant positive impact on:
- Visitation to the advertiser’s Web site (lift of at least 46% over a four week period)
- The likelihood of consumers conducting a search query using the advertiser’s branded terms (a lift of at least 38% over a four week period)
- Consumers’ likelihood of buying the advertised brand online (an average 27% lift in online sales)
- Consumers’ likelihood of buying at the advertiser’s retail store (an average lift of 17%)”
Unlike search/keyword advertising, display advertising does not normally result in an immediate click, rather the display ad creates interest in the product or service which is realized at a later date as a vendor-specific site visit, search query, and/or a purchase.
Source: comScore, Inc.
Link to External Resource: How Online Advertising Works: Whither the Click?
See more Resources like this in the following Web Marketing Guide Section: Web Advertising
Posted by Andrew on December 16, 2009 | No Comments
A look at how Google uses interactivity and instant value-add to improve its corporate advertising effectiveness. From the Resource:
Tools to utilize interactivity for improving ad reach and conversion:
- Calculators: savings, ROI, benefit/impact, etc.
- User test/quiz (e.g., “See how much you really know about [topic]…”)
- Readiness assessment
Source: Northpage Research
Link to Resource: Google Messaging Ad Calculator: State of the Market Advertising Example
See more Resources like this in the following Online Marketing Microguide Section: Web Advertising
Posted by Andrew on December 4, 2009 | No Comments
An important part of the Web Marketing Guide is user interactivity. To accomplish this, we now have an open forum to discuss Web marketing topics including:
- Web Marketing Q&A and How-to
- Web Marketing Component Peer Review
- Web Marketing Tips
- Web Marketing Examples
The forum is available at: http://www.webserviced.com/forum/
Please register and help us to help others advance their Web marketing initiatives and projects. We look forward to meeting and interacting with you through the forum.
Posted by Andrew on November 29, 2009 | No Comments
Version 1 of our Web Marketing Component Strategy is now available at:
http://www.webserviced.com/online-marketing-component-strategy.html
Our first two items include the Web Marketing Component Map:
Also available is our collection of Web Marketing Component Examples. It is from this foundation that we will develop the Web Marketing Guide at webserviced.com
Posted by Andrew on November 29, 2009 | No Comments
Our favorite resource on Nurturing. This is a must-read and includes Nurturing definitions, benefits, data and examples. From the resource:
Nurturing Marketing defined:
- Initiating a conversation with prospects and customers over period of time
- Growing relationships by sending unique and valued messages to prospects and customers on a regular basis
- Leave a positive imprint in their mind until they’re ready to buy
Nurture Marketing is NOT:
- Sending out an e-newsletter periodically
- Randomly calling leads every six weeks to see if they are ready to buy
- Blasting your entire database with a new case study
- Offering content that promotes your company’s products and services and does not take into account your prospects’ interests
Source: Jennifer Culbertson, The Partner Marketing Group
Link to External Resource: Sowing the Seeds to Success – Nurture Marketing for Existing and New Customers | PowerPoint
See more Resources like this in the following Web Marketing Guide Section: Lead Nurturing
