While many clients come to attorney Marc P. Misthal after trademark infringement already has taken place, he has plenty of advice on how marketers can avoid needing his services. The partner at the law firm of Gottlieb, Rackman & Reisman, P.C., a New York-based intellectual property law firm, says all they need to do is use common sense.
Many savvy online marketers understand that multivariate testing can affect the success of any online acquisition campaign — and simple changes to landing pages can increase online sales.
The most succinct way an expert on affiliate marketing stated how affiliate marketers can enhance direct marketers' search positions was, "Affiliate marketing IS search." So, basically, marketers can benefit a great deal from partnering with affiliates, says that expert, Jeff Molander, CEO of Chicago-based Molander & Associates.
Term life insurance provider AccuQuote knows what would be bad for its brand: advertising in airline magazines and through online obituary sites. The Wheeling, Ill.-based company also knows what sort of affiliate marketing would be good for its brand: bringing in qualified leads and increasing sales by reaching the right audience.
When you have a niche service for a niche audience, not to mention a niche marketing budget, more traditional marketing vehicles don’t always fit the job. In the case of LimoLiner, a luxury coach service for business executives and consumers traveling between Boston, Hartford, Conn., and New York, participating in online charity auctions not only delivers the right demographics, but also introduces the brand via a positive connection—helping prospects and customers support a worthy cause.
Marketers spend a lot of time today deciding how much to spend on their future online marketing efforts. They also work to determine how their marketing efforts will factor into consumer spending patterns across product categories and demographic segments. One way to come up with a clear-cut plan is to ask yourself crucial questions, suggested Gian Fulgoni, chairman and co-founder of comScore, during a session at the Internet Retailer Conference & Exhibition in Boston this week. He offered attendees seven such questions.
Online affiliate marketing has evolved into a “love it or hate it” strategy, leaving many marketers torn. How can marketers work to grow affiliate-related revenue, new customers and leads in a world that’s already decided “fewer affiliates are better”? A few bold voices are suggesting a Renaissance in this tried-and-true strategy.
Valerie Bertinelli promises slimmer hips and thighs with Jenny Craig. Suzanne Somers used to make the same promise with the ThighMaster, recall? Morgan Fairchild offers love advice for Old Navy website visitors in a live chat. New England Patriot's star Tedy Bruschi touts the benefits of life insurance for Boston area consumers. Genevieve Gorder of "Trading Spaces" gives home improvement advice and endorses 3M Corp.'s building products. Teen idol Vanessa Hudgens shares her back-to-school wardrobe preferences in a Sears magazine aimed at teenage girls.
Search marketing is a double-edged sword; it both gives and takes away in the multichannel environment. As you pour cash into traditional media, a variety of parties leverage search engines to intercept customers en route to your site. They're capitalizing on your offline investments and enticing customers away from the path to purchase online.
As search engine marketing evolves, many online marketers find themselves in the uncomfortable position of competing with their affiliates for prospects on search engines. Last week, eM+C discussed this trend with Jeff Ferguson, director of online marketing for Napster, the Los Angeles-based online music service. Ferguson discussed how his company has created a harmonious relationship between its paid search and affiliate marketing programs.