Kevin Lee

Kevin Lee
Secrets of the Search Engines

To fully take advantage of search engine marketing, it is useful to know the segmentation potentials of each major search engine. These six tips will help you target high-value customer segments through SEM. Split the landing pages: Search engine optimization pages need to be legible by search engines, while the best-performing pay-per-click pages may use Flash animation or an image with very little copy. Research: Use your inbound organic keywords as a starting point for PPC efforts. Generate content: If a PPC keyword brings high-quality traffic, consider building a portion of your site dedicated to that keyword for organic traffic. Implement microsites: They are

TM0805_Make the Numbers Work

An introduction to Internet metrics tracking By Kevin Lee and David Pasternack No matter what you want your online presence to do for your business, you won't know if it's doing its job unless you look at the numbers. Without numbers, you're dealing in guesswork. In a best-case scenario, guesswork leaves out the information you need to get the most mileage out of your online presence. Worst case, it means pumping money into an inefficient online campaign. Here are some of the methodologies used to create the best tracking system, an explanation of how tracking works in the online world today, and examples

Making the Numbers Work

An introduction to Internet metrics tracking By Kevin Lee and Dave Pasternack No matter what you want your online presence to do for your business, you won't know if it's doing its job unless you look at the numbers. Without numbers, you're dealing in guesswork. In a best-case scenario, guesswork leaves out the information you need to get the most mileage out of your online presence. Worst case, it means pumping money into an inefficient online campaign. Here are some of the methodologies used to create the best tracking system, an explanation of how tracking works in the online world today, and

Viking Reaches the World By Web (1,864 words)

The lion's share of Internet users will live beyond U.S. borders come 2003. As reported by eMarketer's eGlobal Report, the number of active Internet users worldwide will increase 178 percent over the 1999 year-end total by 2003. It is projected there will be 361.9 million Internet users by then, nearly two-thirds of whom will live outside the United States. The growth of the Internet in the rest of the world spells unbridled opportunity for U.S. direct marketers with expertise in doing business globally. While it has taken down borders, the Internet hasn't changed the culture of your target audience. Here's a look at how