Making Print & Online Convergence Really Work

Building on your strategy to "refine and explore" this year, we begin discussing plans for making search work for your company, industry and audience. Advertising online is a truly fantastic vehicle for engaging your customers but web search engine advertising is not the final say in search. There are increasingly effective and profitable opportunities for site search, particularly when used as a bridge between offline and online, advertising and information.

We’ll start with the magazine industry. Why would the glossies need search when the information is already in the customer’s hands? There are many reasons, but let’s start with three... Read the article.

The Year to Refine & Explore

The question is no longer, “should we delve into search marketing?” The proposition is now, “How much of our budgets should we spend? And what should we spend on?"

With diverse choices such as SEO, paid search, email, viral marketing, video ads, social media, consumer-generated content and blogs, what strategy should you take for increasing revenue from online advertising in the year ahead? Should you delve into the newer formats or stick with what you know? Our advice is to refine and explore. Read the article.

Go Ahead, Sell Me. I Don't Mind.

It’s no secret that our society has become advertising saturated. With new methods like big brands placing products in TV shows, it just seems we can’t escape from an overt buy-my-brand environment

What about your company’s advertising philosophy: do you push your snazzy ad campaigns out to the masses and hope they notice? With recent reports that TV commercials are becoming less effective and traditional media is seeing major drop in ad dollars, is advertising doomed to poor response rates from a burned out, cynical audience? Interestingly, no – not if you know how to engage your audience on their terms. Get the latest on the new advertising paradigm that puts the consumer in control. Read the article.

The Verticalization of Search

HitWise recently released its findings that searchers begin their online journeys at major search engines, then jettison away to more vertical destination sites when their needs aren’t satisfied by the horizontal, or general search engines. Danny Sullivan, search engine guru, has this to say about the future of vertical search, "I can't say it enough. Vertical search is going to take over."
Read the article.

The Right Market for Your Own Paid Placement Vertical Search Engine

You know what search can your brand and your visitors, you're confident in the longevity of search advertising and are increasingly aware of the shift from general to specific sites. Pull it together and you see that the market is ripe for positioning your site as a vertical search and advertising destination. This article answers the question-of-the-hour, "How can our company implement a search engine that offers a blend of natural and paid listings that we control?"Read the article.

Search's Major Impact on Offline Conversions

While the most obvious means of measuring search return on investment (ROI) is by clickthroughs and purchases, new research shows that it’s only a sliver of the overall picture. If you’re focusing only conversions taking place on your Web site, you may be missing out on the vast majority of behavioral data and revenue benefits resulting from search marketing. This research should help brick-and-mortar companies and e-tailers prepare better messaging to capture attention for the long-haul – all the way to that in-store or on-site sale. Read the article.

Learn the Who - What - Why to Deliver More Relevant Messages

Knowing what compels different audience segments to search and what they're looking for can help you craft a more enticing message at the right moment in time. In this article, you'll learn more about recent search behavior research and how to break out of the ordinary to capture hungry information seekers' attention and win their loyalty. Read the article.

Brand-Building through Listening

When users of a particular brand talk, other users listen. By sharing experiences through blogs, reviews and other user-generated content, the Internet community is making its voice heard. Is your business listening? Do you know where to look to uncover their individual voices? Find out one very straightforward way to improve your business to customer communication and in turn, build your brand. Read the article.

Local Search: Big Opportunity for Small and Medium-Size Businesses

Each month, approximately 200 million Internet users are conducting searches with local keyword modifiers. Even if your business does not sell products or services online, local search advertising can positively impact your sales and brand awareness. Read the article.

Harvest the Low-Hanging Fruit with the Right Tools

In our line of business, we see a lot of promising web sites yielding poor sales harvests because they’re not equipped to pick enough low-hanging fruit: the visitors already at their sites. A case in point: polls shows that retailers seeking to improve conversion ratios are smitten with personalization technology which promises to attract customers with customized web pages. But if site usability is dismal, profitable relationships will stagnate, no matter how much marketing dollars you spend. Expert researchers, such as Jupiter Research, are trying to turn marketers’ attention back to the basics of retaining loyal customers: good site search and navigation. Read the article.

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