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Marketing Articles: Advertising

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A Business Listing Is Your Online Anchor (Five Rules for Ensuring Stability) by Gib Olander
In today's noisy business listing landscape, it's important that your online anchor be consistent and visible throughout the local search ecosystem. Here are five essential rules to keep in mind when managing your online listing. more
What's Wrong With This Picture? The Stauer Chronographby Barry Densa
We've all seen them--those disastrous ads that make us cringe as marketers. Here is a detailed critique of one ad--gone terribly wrong--that'll help you avoid a host of pitfalls in your ad copy. more
A Case Study in Landing Page Optimization: How to Double the Impact of Your Budgetby Bob Hebeisen
Need help boosting your landing page conversions? Learn six landing page optimization principles that helped one website nearly double its conversion rate... more
How to Sell Ad Space on Your Websiteby David Murton
If you have a website that gets a good deal of traffic but generates no money, placing ads on your site may be the key to success. Learn how ad type, placement, and location can boost your website revenue. more
Go Local: Seven Steps to Running Geotargeted Campaigns Like a Proby Kfir Moyal
This is the decade for geotargeted local advertising and bringing the global presence to the local user. Though it may seem daunting, getting local can be a simple and rewarding process if you follow these seven steps. more
Worst-Practices: Anatomy of an Awful Adby Barry Densa
When I saw this ad, I thought it was a joke. A parody, a satire, a lampoon... anything but what it really is--totally legit and serious. If ever there was a marketing message completely unaware of the modern zeitgeist (and offensive), this ad is it! Here's what not to do ... more
Need a Brilliant Brand Strategy? Go See a Movieby Duke Greenhill
Filmmakers and marketers migrate toward one another because the key to their success is the same: story. Learn how Apple successfully created an emotional bond with its customers that transcends commerce and lives on. more
Mobile Marketing: No Longer a Tradeoff Between Reach and Targetingby Gib Bassett
Communicating with your customers via the mobile platform is an effective way to engage, share offers, and learn about your consumers. Learn how to reach your target audience and boost your mobile marketing ROI. more
Secrets of Case Study Winners: How B2B Marketers Can Create Successful Programsby Paul McKeon
Though social media has brought clients and vendors together, it's still a tough sell to get clients to agree to do case studies. But the B2B marketers who produce dozens of case studies know a few secrets... and this article shares them with you. more
Three Lesser-Known Ways to Enhance AdWords Quality Scoreby Larry Kim
Are you dissatisfied with the results of your Google AdWords ads? A low "Quality Score" could be to blame. If you've tried all else but aren't seeing results, give these three unconventional tips a shot at bumping up your score. more
Boost Digital-Ad Yield by Knowing Your Audiences and the Content They Readby John Shomaker
How does advertising yield improve when targeting digital ads to certain audiences? How much influence does the type of content users are reading when the ad is shown have on yield? This article summarizes the results of an extensive study on the subject. more
Evolving the Customer Experience With Mobile Technologyby Nathan Pettyjohn
Retailers, marketers, and service providers are at an ideal point to capitalize on a massive opportunity to elevate the classic brick-and-mortar shopper experience by embracing emerging mobile technologies. Don't miss the opportunity to use these budding technologies to evolve the customer experience and boost profitability for your company. more
How to Avoid the Great Social Media Crash of 2011by Jamie Turner
Warning: Social media may be heading for a big crash in 2011, and it could happen because businesses don't know how to measure the ROI of their social media campaigns. Find out how the Fortune 500 use social media, learn the three categories of social media measurement, and discover the ... more
Five Reasons Why App-vertising Is Right for Your Businessby Adam Boyden
Simply put, "app-vertising" is the use of applications to deliver branding, messages, content, or functionality to reach target audiences. And if you're looking for a tool that offers affordability, ease of use, and significant return on investment (ROI), then app-vertising may well be right for you. more
DRTV: There's Method in the Madnessby Dave Miller, Miguel Ferry
Some of the funniest comedy skits have been spoof TV spots--and they closely follow proven DRTV principles to make their sketch more believable and more poignant: They grab your attention; they frame a problem that needs to be solved; they state their offer as the solution; they show the product ... more
Seven Reasons Why Leading With Price Will Kill Your Advertising, Your Branded Offers—and Your Companyby Dan Hill
Leading with price in your messaging suggests your brand has nothing else to say or show for itself. And that's not good for a host of reasons. more
How to Avoid Online Advertising's $1 Billion Mistakeby Russell Glass
Although most online campaigns seek to drive conversion-based goals, many still use the click or CTR as the primary metric--mainly because it has been traditionally used to measure success and because it's easy to measure. But that's no excuse for making a mistake that's costing marketers $1 billion a year. more
Bring Your Fans Home: How to Capitalize on Facebook Fatigueby Jessica Shieh
Is the buzz around Facebook fading? That is just what a couple of recent studies suggest, so perhaps it's time to bring your fans home—back to your website. Marketers should give serious thought to supplementing their social-media strategies with a strong content-driven website. more
The '8Ps' of Buying Triggersby Adrian Ott
Time is today's scarcest resource, and everyone is suffering from attention overload. Many marketers have therefore resorted to just getting louder (literally and figuratively). Rather than pushing (and annoying) customers, one way to break through the cacophony is via triggers that redirect customer behavior. more
Why 'Free' Text Messages Will Cement Mobile as a Critical Component of the Marketing Mixby Matt Silk
With short message service (SMS) reaching 5 billion mobile phones around the world, marketers can no longer ignore the significance of texting as a marketing channel. Some consumers, however, are hesitant to take advantage of those mobile marketing programs, in part because of the fees associated with branded messages. Enter ... more
Why Mobile Is Driving a New Approach to Data Managementby Brian Deagan
As the mobile channel continues its rise to prominence among marketers and consumers, the lines between the digital marketing and the physical marketing worlds have become blurred. If mobile is meant to connect the two worlds, a new approach to data management is crucial for marketing to remain effective and ... more
Three Ways to Find Negative Keywordsby Larry Kim
Keyword discovery is a huge component of pay-per-click advertising. You need to find relevant keywords so you can create topical ad groups, text ads, and landing pages. But for truly cost-effective, high-ROI PPC campaigns, it's equally important to find negative keywords--those that aren't relevant to your offerings or customers--so you ... more
Four Social Media Tips for Small Businessesby Peter Bingaman
Social media can be an effective marketing tool for small businesses. However, different businesses have different needs and different reasons for adopting social media. Regardless of the reason, social media can serve as an efficient, low-cost marketing tool for businesses seeking to generate measurable business results. more
Don't Let the Medium Supplant the Message: Two Paths to Optimal Messagingby Niren Sirohi
The right message, even if delivered via a suboptimal media mix, can have significantly more impact on a campaign's returns than the most effective media mix delivering a suboptimal message. more
Creating a Unique Mobile Experience With iPad—Which Industry Will Be First?by Joseph Jaffe
The iPad has the potential to provide an all-in-one tablet that people are going to use everywhere--on their couch, while on vacation, and from all the places in between. No doubt brands are salivating at the chance to use the device to connect with consumers. Since many are hitching their ... more