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creative briefs |
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BNET's Jon Greer has written a piece about the political PR battle between McCain and Obama.
Greer says McCain has trapped Obama recently into the tactic of "negative repeat."
For instance, when someone says "McCain is not a maverick", people hear McCain and maverick and forget about the "not". |
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Most social networks still are trying to figure out how to make money. Not LinkedIn.
This online network of business professionals is starting its own ad network. Says TechCrunch,
"Most social networks have a hard time selling ads at more than $1 CPMs (cost per thousand impressions), but LinkedIn's rate card shows display ads starting at $30 CPMs and going up to $76.50. Text ads range from $12 to $20 CPMs. Even with the regular discounting from the rate card that many advertisers might receive, LinkedIn is still doing much better than most social networks. That is because it has a more desirable audience that advertisers want to reach."
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Digital colleague Jason Falls has an interesting post on his blog about how the online environment may complicate a brand's interaction with enthusiasts if not handled correctly. |
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Hello. Is the Internet the best thing that has happened to marketers since sliced bread? We'll consider that this time in Think. Let's get going.
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Creatively yours,
Harry Hoover
harry@my-creativeteam.com |
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Search Me |
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By Harry Hoover
Marketers can thank their lucky stars for the best thing that ever happened to them: the Internet. In the past marketers used intuition and research to try to figure out consumer behavior. Today, look at how your customers are searching the web and you'll be able to see consumer behavior almost in real time.
Some recent research indicates that there are four types of consumer groups with different intentions and motivations online: exploration, entertainment, shopping and information.
Your business objectives will affect the type of group you go after and the manner in which you go after them.
Let's take a look at the prospects for My Creative Team. Search engines send about 20 percent of total traffic to our website, and Google is responsible for nearly 90 percent of that traffic.
So, it makes sense to take a look at the Google keywords sending traffic to our site, as well at Google keywords driving traffic to all ad agency sites.
In our business, prospects search for information in a couple of ways. They look for the tactical things that we do and they look from a strategic perspective, as well. People search fairly equally for the tactical term "web design" and the more strategic term "ad agency".
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Cheaper To Keep  |
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By Harry Hoover
Southern grandmothers have often said, "there are only three times a respectable person's name should be in the paper: when you are born, when you are married, and when you die."
This is the one area in which I part company with my grandmothers. Publicity is more critical today for the success of a business than it has ever been.
Why do I believe it's critical? Let's review what publicity - particularly publicity online and in business and trade publications - can do for your business.
Provides Neutral Third-party Endorsement. Even though many think the media are biased, consumers still cling to the belief that people who are quoted by the media have something worthwhile to say.
Boosts Your Competitive Advantage. Positive publicity confirms for your customers that they made the smart choice when they elected to use your products or services.
Enables Referrals. Your "smart" customers become evangelists by handing out articles about you to their business contacts.
Shortens Your Sales Cycle. Media coverage often does a better job of explaining what you do than an ad can. So, readers will have a level of knowledge about you before you meet.
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