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The “illusion” of efficiency in Search Engine Marketing

Posted by: Sean X on: February 13, 2012

In: Advertising | Advertising Strategy | Media Planning & Buying | Paid Search | Search Engines | Web Analytics
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Beware of ”Soft” costs; the cost of employee time and effort is often one of the most overlooked aspects of paid search marketing, and something I consistently bump up against. I have often seen clients chasing the long tail in search, getting better yields, and throwing it all away in employee and agency costs. One client in [...]

Tags: Efficient Frontier, Google, Internet Marketing, Market, Search Engine Marketing, Search engine optimization, Web search engine, Website

Yahoo buys another ad network… and another

Posted by: Sean X on: January 4, 2012

In: Ad Networks | Advertising | Advertising Strategy | Industry Issues | Media Planning & Buying
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And yet they still cannot seem to get the performance out them they expect. That is because they do not understand what they are buying. They are missing what is the value. They think it is a new technology, and it is NOT the technology. Yahoo buys InterClick for $280 Million MAGY (AOL, Yahoo, Microsoft and [...]

iAds will revolutionize online advertising, but are digital agencies up to the task?

Posted by: Sean X on: April 27, 2010

In: Advertising | Advertising Strategy | Best Practices | Emerging Platforms | Industry Issues | Media Planning & Buying
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We have been struggling in online advertising for more than a decade, and although this new medium provided unfettered access to information, the desire was to continue the tradition established by traditional media – essentially making access to information remain relatively free. Unfortunately, while the prospect of more individualized metrics enabled by the internet did come [...]

Dust the cobwebs from your brand’s attic

Posted by: Sean X on: August 5, 2008

Is digital a hopeless medium?

Posted by: Sean X on: July 29, 2008

In: Advertising Strategy | Best Practices | Media Planning & Buying | Societal Impact | Television
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Can online ever pack the same emotional punch as television advertising? Here are six obstacles that stand in the way. McDonalds recently brought back its Big Mac jingle as a MySpace UGC contest, while Klondike and Burger King made similar moves. Is Madison Avenue out of ideas, or is there a deeper, cultural force that [...]