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Search Marketing Strategies for the Next DecadeDepending on who's counting, the search engine marketing discipline is either seven, 10 or 12 years old. Let's all agree and say, with the authority of Wikipedia on our side, 2008 will mark the start of the second decade of marketers' concerted efforts to attract, acquire and retain customers through the search channel. While foundational to successful search marketing campaigns, the tactical considerations that have occupied the focus of search marketers for the last ten years are not the key elements that will power us into the next decade... This article, the first of a four-part series, will explore the emergence of the new strategic opportunities that will shape search marketing over the next 10 years. Convergence: It's Back Convergence is, by internet standards, a dinosaur of a buzzword. Like “engagement,” it has meant different things to different people at different times. Everyone has his or her own interpretation, and it likely changes & evolves over time. Convergence roared onto the buzzword scene in the late nineties – as several companies began to push a vision of the web getting hitched with the TV. It manifested itself in things like WebTV and then later TiVo, slingbox, AppleTV, Windows Media Center, and so on. It quickly became clear, however, that convergence didn’t just mean some kind of mash-up between TV and the web. Rather, it foretold the long-projected (but not yet realized) era of ubiquitous computing – a world where computing devices are everywhere and all connected to the same network. That world doesn’t seem quite so far away these days. Email Marketing for the Small Business From insurance and real estate agents to the florist down the street and the local café, small businesses are all around us. Recently I’ve had a lot of inquiries about how, if at all, a small business should utilize email marketing. First, unequivocally, small businesses should utilize email marketing. It’s inexpensive, relatively easy to execute on, and a great way to keep in contact with your customer base. The key for the small business owner/marketer is to create a plan, keep it relevant and don’t overcomplicate things. So where does a small business start with email? |
Cool Sites Intel NextEinstein
In the News For Coors Light, a Night Out That Begins on MySpace Advertisers in Touch with Teens' Cellphones Does Microsoft Have the Retail Touch? A Glimpse Into the Store of the Future
Events
Digital Hollywood: Building Blocks 2008
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The Marketing Funnel Ain't Dead: Back in December we made 10 predictions about how social media would change the way we do business in 2008. We forecasted gloom and doom for the marketing funnel and discussed the rise of a third dimension of marketing, Social Influence Marketing. Now that we’re halfway through 2008, how are our predictions shaping up? We’re taking a critical look in this article. Our conclusions might surprise you. A headline: the marketing funnel, under attack from many pundits (and us), is alive and well after all. Read on for a complete midyear assessment, and let us know what you think we got right and wrong. How to Save Your Corporate Web site through Social Influence Marketing™ Your corporate Web site is dying. Yes, that all-important expression of your brand known as the corporate Web site is becoming irrelevant because consumers prefer to learn about you by going to independent online forums and review sites instead of hearing the slickly-produced messages on your own site. And unless you start making your site a more credible destination for consumers to talk with each other, your corporate Web site (and your digital brand) will fall off the radar screen completely. But there’s good news: tools exist now for you to save your Web site by giving social influencers a voice. 
Avenue A | Razorfish is one of the largest interactive marketing and technology companies in the world. With a demonstrated commitment to innovation, Avenue A | Razorfish counsels its clients on how to leverage digital channels such as the Web, mobile devices, in-store technologies and other emerging media to engage people, build brand loyalty and provide excellent customer service. The company is increasingly advising marketers on Social Influence Marketing™, its approach for employing social media and social influencers to achieve the marketing and business needs of an organization. Its award-winning client teams provide solutions through their strategic counsel, digital advertising and content creation, media buying, analytics, technology and user experience. Avenue A | Razorfish has offices in markets across the United States, and in Australia, China, France, Germany, Japan and the United Kingdom. Clients—many of them served in multiple markets—include Carnival Cruise Lines, Coors Brewing Company, Kraft, Levi’s, McDonald’s and Starwood Hotels. Please visit avenuea-razorfish.com for more information.
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