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Branding
With A Pay-Per-Click Twist
Pay-per-click (PPC) advertising is an outstanding media to use to Brand your mark
(company or products). Through search engine browsing, your target prospect comes
directly to you, searching for what you’re offering. If you’ re in the top few
positions the prospect will see your mark over and over again – even if they don’t
click on your link. Since you are only charged when someone actually clicks on
your link, you may actually pay a very small amount for advertising but have tremendous
frequency and reach of your campaign.
Negative Creative
There are almost as many direct response marketers against using negative appeals
and copy as there are against using humor. It wasn't always that way. In the 70s
and 80s, you'd see a pretty fair number of headlines/envelope teasers/Johnson
boxes with lines like:
Context
Is Everything
We're working on a media kit and collateral material for an internet company looking
to boost its advertising substantially. The company has done extremely well for
advertisers (mostly dr advertisers) on a cost per click basis. One reason for
its success is that the user/consumer chooses this navigation tool – it isn't
embedded in some other software – and it isn't spyware.
Universal
Truth And B2B Branding
While very few things are certain in the world of B2B marketing, I have heard
the following three statements pretty much universally agreed upon by every sales
and marketing executive:
- There are not enough leads.
- There is not enough brand awareness.
- There is not enough budget to get the first two done.
So how can a marketing executive battle these universal truths?
Is
Branding Dead?
That question raises ire in all but the most sanguine marketer. Branding dead?
That's heresy-just the type of thing to get your attention. Actually branding
will never die-- it's the tools and the means by which we typically use them to
achieve the goal of branding that are, in fact, obsolete. What's worse-- every
tool and technique we've spent our careers learning, useless or not, is under
new scrutiny: a new, mathematical, quantitative, hard-core, squirm-in-front-of-your-CFO,
scrutiny. After the wreckage has been removed even the slowest amongst us will
discover it is disruptive marketing that has died.
Six
Tips for Thriving in Today's Economy
Sure, it's tough out there. Nevertheless, both consumers and businesses are buying.
Here are a few tips to help you acquire and retain more business.
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