Category Archives: online advertising

Enough already with the advertising, Or, How to really annoy your customers

This would seem like common sense, but common sense is not always so common: Don’t advertise so much that you’re annoying your customers. On Sports Illustrated’s Monday Morning Quarterback section, this six minute, twenty-six second video has seven ads for Microsoft Windows: one at the beginning and six fly-ins of a Windows 8-like layout that […]

Google Week, Day 3: Google dominates mobile even more than desktop

This is the third part of my week-long series on Google. On Monday I talked about Google’s dominant role in search marketing and on Tuesday about Google’s industry-leading display advertising. Tomorrow will be about video, YouTube and social media, and a second post on analytics, and Friday will be about the Google corporate culture and […]

Google Week, Day 2: the opportunity for brands with Google display ads

All this week I’m blogging about Google. Monday’s post was on the central place of search in marketing today. Today’s topic is display: the Google Display Network is the largest network, highly targetable, and has lowest cost of entry. And more. Future posts will be on mobile, video, YouTube, social media, analytics, and the Google […]

When it comes to digital marketing, forget industry benchmarks and focus on ROI

Often when I’m talking to a potential new client they’ll ask about industry benchmarks (“Our CTR is two percent, how does that compare to others?” or “Our CPA is $50, how does that stack up to X competitor?”). And the reality is that, unless you are Google, it may be impossible to know how your […]

How much is your online privacy worth?

Firefox has announced that this summer it will be changing the default privacy settings on the browser so it only accepts cookies from sites that you visited personally. This means that, for the average user who doesn’t change their settings, cookies from third-party ad tracking services won’t be enabled. This is intended to improve the […]

Online marketing begins with listening

Contrary to the Alec Baldwin, TV/movie stereotype of sales people, the number one skill of successful sales people is listening. Only by listening can you find out what the prospect wants (in addition to their needs), shape a solution and overcome their objections. We’ve all experienced clueless sales people who just launch into their pitch […]