How to Play ‘Gotcha!’
November 1, 2007

Last March it was announced that New Century—a giant lender of subprime mortgages—was going out of business, followed in August by the Chapter 11 of American Home Mortgage. Many economists predicted that this subprime debacle had a long fuse. On October 24, 2007 came the announcement that Merrill Lynch was forced to take an $8.4 billion hit in the third quarter caused by a revaluing of the bonds backed by subprime mortgages. Merrill Lynch stock fell 5.8%, its credit rating was downgraded and the overall loss for the quarter was $2.4 billion. Last August 23rd, this e-zine took off on the subprime mortgage crash.

Best Practices for Holiday Social Marketing
November 1, 2007

Recently, Oneupweb completed a study looking at 12 products and brands attracting noticeable online holiday buzz. We wanted to know why these brands were being talked about and how interest was being generated.

Video, Social Networking the Biggest Tends in Social Media Today
October 25, 2007

What are the biggest trends in social media? At the recent DMA07 in Chicago, the Target Marketing Group asked that question of Geoff Ramsey, co-founder and CEO of eMarketer Inc., a market research and trend analysis company focusing on the Internet, e-business, online marketing, media and emerging technologies.

The Incompetence of General Ad Agencies
October 25, 2007

This was a banner week for marketers and their ad agencies crying HELP! The New York Times and The Wall Street Journal ran long stories about the inability of Web advertisers to determine whether their ads were effective or not. I have spent 45 years in the world of direct marketing, a discipline that is able to measure results down to a gnat’s eyebrow—whether it be mail, space. TV, radio, telephone or the Web. Our feedback comes directly from those to whom we advertise. Yet the world of general agencies has somehow conned the dumb little yuppie MBA corporate brand managers into believing that it’s okay

Search Engine Marketing: Search Gets Social
October 1, 2007

Following the trend toward holistic online marketing, more companies are leveraging social networks for better search engine marketing (SEM) performance. Jeannette Kocsis, vice president of digital marketing at San Antonio-based direct and targeted marketing solutions provider Harte-Hanks Inc., says the foundation for getting optimal results from social networking includes integrating paid and natural search, thinking like a consumer and building your networks from the outside in to create a desirable user experience. Here, she goes into further detail on the opportunities and challenges of adding social media networks to your SEM game plan. Target Marketing: How can marketers leverage social media for SEM? Jeannette Kocsis: A major

Nuts & Bolts: Case Study
October 1, 2007

Challenge: Improve Web traffic/sales through SEO Solution: Use buzzworthy anecdotes, video and catchy titles Results: A 14-percent increase in blog-driven sales and spikes of 1,000 sessions per day after each post that contribute to repeat traffic Steve Spangler, famous for creating a 30-foot geyser of Diet Coke by dropping Mentos into a soda bottle, not only has mastered the art of science, but also the art of blogging to optimize natural search results and increase Web sales. Founder and CEO of Steve Spangler Science, a multichannel firm that sells educational toys, Spangler says the overall goal of his blog is to convey information in a fun, thought-provoking

Search Engine Marketing: Special Report
October 1, 2007

With key phrases replacing keywords in search engine marketing (SEM) and driving the long-tail economy, marketers continue to look for tools to maximize paid search conversions and create more efficient organic search. In this report, Alan Rimm-Kaufman zeroes in on three big ideas to: maximize brand search, grow your paid search program and intelligently use “the big four” social media networks to drive rankings. As the buzz about social networking settles to a quieter hum, savvy marketers are finding ways to leverage this medium to help optimize SEM. According to the 2007 iProspect Search Marketer Social Networking Survey, 48 percent of marketers place content on

The Opportunities and Pitfalls of Universal Search
September 13, 2007

In May, Google started a phased roll-out of its much-awaited Universal Search model. Through a new set of algorithms, Google Universal Search results now can include videos, maps, images, blog sites and press releases that the search engine will position by newly defined relevance and popularity. Although other search engines such as already had started down this road, the sheer size and market share enjoyed by Google makes this latest step monumental in logistics and impact.

Three Simple Steps to Improve Your Link Network
August 29, 2007

At the recent eTail conference held in Washington, D.C., Brad Wolansky, director of e-commerce for Manchester, Vt.-based outdoor lifestyle provider The Orvis Co., highlighted three key tips for building your company’s network of links to other Web sites. Using a philosophy of “lead, help, reciprocate,” Orvis created a network of 500 dealers. 1. Leverage current business relationships. Wolansky recommends analyzing current business relationships with affiliates, dealers and social industry partners for untapped linking opportunities. Orvis expanded its link network with existing dealers by “helping dealers help themselves,” Wolansky says. Orvis worked with its SEO vendors to offer its dealers a free Web site analysis