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Media Optimization

FutureNow Post
Thursday, Dec. 16, 2010 at 9:07 am

Does Video Have Value for Lead Gen Sites?

December 16th, 2010

For some time now, the online marketing community has prophesied that featuring video online can have a significant positive impact on conversions, so we were thrilled when one of our clients sought out our advice about a video to feature on their site. We helped them with the content of the video, and helped them determine where and how to feature it on their site.

The end result was a video that does a remarkable job of introducing the folks behind…

...continue to read "Does Video Have Value for Lead Gen Sites?"

FutureNow Post
Wednesday, Jan. 27, 2010 at 8:03 am

How To Optimize Pay Per Click Advertising & Control Costs

January 27th, 2010

Every client I talk to who’s using Pay Per Click (PPC) as part of their online marketing mix voices some level of concern about cost and ROI, and for good reason.  With PPC, there seems to be a thousand different ways to spend too much money for not enough return.  Have you ever experienced any of these headaches?

Setting the wrong daily budget, only to have it spent within a few short hours Having all your clicks come from the…

...continue to read "How To Optimize Pay Per Click Advertising & Control Costs"

FutureNow Post
Monday, Aug. 10, 2009 at 1:13 pm

Radio and the Internet Put the Smackdown on Newspapers

August 10th, 2009
Or at least why the assumptions behind the review are off-base

newspaper-association-america-survey-mori-primary-medium-checking-advertising-2009According to the nifty pie-chart to the right and the related study, because  print newspapers reach people who are actively looking for, or “checking,” ads, they are still a solid advertising medium.  How these people can conclude one thing from the other is utterly beyond me.

While newspapers may be a medium that still draws people  who are actively searching out ads, that hardly means newspapers are…

...continue to read "Radio and the Internet Put the Smackdown on Newspapers"

FutureNow Article
Friday, Feb. 27, 2009

Building An Optimization Culture

February 27th, 2009

There has been plenty of hot air blown into the bubble that’s getting ready to burst on Internet marketers again. I watched it happen the first time. With all the financial chaos crashing around us now, the last we need is the blind ignorance of the “new economy” happening again.

Earlier last month some hot air came from Interactive Advertising Bureau CEO Randall Rothenberg, who wants to prevent the Internet advertising economy from becoming “performance based.” This week provided another more…

...continue to read "Building An Optimization Culture"

FutureNow Post
Monday, Feb. 2, 2009 at 7:51 am

Step Right Up and Try the Latest Disruptive Advertising!

February 2nd, 2009

In my tenure here on GrokDotCom, I’ve done a pretty good job avoiding the snarkiness and sarcasm that permeate my whole being.  I open with that so you’ll indulge me on this one :)

Recently, I went to MySpace.com to look up a semi-obscure band.  Why did I go there instead of my usual search engine query?  Because every band is on MySpace.  If you are a band, and live in the Milky Way solar system, you are…

...continue to read "Step Right Up and Try the Latest Disruptive Advertising!"

FutureNow Post
Monday, Nov. 17, 2008 at 2:38 pm

Sword Arms vs. (Semi) Scientific Advertising

November 17th, 2008

While most copywriters have avidly studied Claude Hopkins’ Scientific Advertising, very few have even heard of Theodore MacManus, let alone read his book, The Sword Arm of Business.  And yet MacManus was, in some ways, a more successful ad man, having:

Established his own (very successful) ad agency Launched the Dodge and Chrysler brands Hired and mentored Leo Burnett, creator of the Marlboro Man, Tony the Tiger, Pillsbury Doughboy, and many other advertising icons that made his clients rich Turned positioning…

...continue to read "Sword Arms vs. (Semi) Scientific Advertising"

FutureNow Post
Monday, Nov. 17, 2008 at 7:41 am

7 Signs Your PPC Campaigns Needs Optimization

November 17th, 2008

Are you getting the most from your pay per click (PPC) campaigns? How would you know? Are you as efficient at getting clicks and converting visitors as you would be carrying water with a leaky bucket? Let me give you 7 signs to tell that you are not optimizing your PPC spend:

1. You use the set it and forget it strategy to PPC. If you setup your PPC campaigns months ago and haven’t adjusted a thing in it, I can practically…

...continue to read "7 Signs Your PPC Campaigns Needs Optimization"

FutureNow Post
Friday, Oct. 10, 2008 at 5:18 am

Online Marketers Can Weather the Financial Crisis

October 10th, 2008

The financial crisis is here. It’s not a matter of if it will affect you and your company, only a matter of when and how much. Clients and friends are checking in with varying reports, some are watching their growth plateau, others are watching sales trend downward.

Overall, conversion rates are starting to trend downward.

Almost everyone I speak with is looking for areas to cut expenses in and approaching spending from a more frugal mindset. Some are beginning to make drastic…

...continue to read "Online Marketers Can Weather the Financial Crisis"

FutureNow Post
Tuesday, Jul. 17, 2007 at 7:26 am

Monkeying Around With Web 2.0 Strategy

July 17th, 2007

monkey.jpgSteve Rubel’s post on “Why We’re Like a Miliion Monkeys on Treadmills” made me smile. Bryan and I are also way too often asked questions about how to create a Facebook, blogging or Web 2.0 strategy. Our answer is similar to Rubel’s:

Surely, channels are where the action is at. However, it’s important to remember they are just that – and they change. Circa 1998, perhaps when many of you were 10, The Globe.com, GeoCities and Tripod were all the rage.…

...continue to read "Monkeying Around With Web 2.0 Strategy"

FutureNow Post
Friday, Mar. 9, 2007 at 10:15 am

Hitting the Landing Page Optimization Wall

March 9th, 2007

Brick WallHave you ever found yourself in this situation: you’ve done tons of testing and optimization and you’ve tweaked your website and your landing pages to the point there’s almost nothing else you can do. You’ve made progress, then SPLAT! You’ve hit the optimization wall.

I was speaking with a client about this very point: What do you do when you reach a plateau in the optimization lifecycle? The problem is, you’ve tested everything that’s there, but what you don’t know is…

...continue to read "Hitting the Landing Page Optimization Wall"

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