Topics, Trends and Techniques from Brooks Bell Interactive
Month: September, 2009
Where’s the beef? Why the Internet is changing the face of advertising taglines.
Since the early days on Madison Avenue, taglines have been revered as the way to advertise a company’s brand promise. From memorable lines like DeBeer’s “A diamond is forever” in 1948 to Nike’s “Just do it” in 1988, taglines have historically meant the difference between being regarded as the brand to being perceived as just another brand.
But in today’s SEO world, writing effective taglines is more important than ever. Gone are the days when they were reserved only for the A-players – now online marketers and bloggers are bringing taglines to a universal level.
But, while many clients are embracing the SEO mindset, some marketers are looking past taglines as an effective way to drive potential leads to a client’s site. And it’s easy to see why. Not only do taglines need to give a 360 degree view of who a client is, but they also have to incorporate the SEO search terms, stand apart from the competition, and catch the reader’s attention. That’s a lot to ask of just three to seven words.
So, how do we as advertisers incorporate SEO best practices into our taglines? Here are some tips to keep in mind:
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Web Browser Comparison: The "Browser Wars" Rage On
Microsoft’s decision to pre-install Internet Explorer on the Windows operating system won the “browser wars” battle of the late 90′s, but the war rages on. The ghost of Netscape continues to haunt Microsoft as Mozilla’s open-source and infinitely customizable Firefox continues to gain usage share traction. Google’s Chrome was released 9/08 as the slick new kid on the block, Safari is a solid alternative pre-installed on Mac OS X, and Opera continues their little-known history of innovation.
So which browser is the best? Short answer: anything but Internet Explorer. For the more detailed answer, read on…
7 Basic Elements to Try Testing in Your Email Campaigns
If you want to get serious about your email program, then you need to get serious about testing. If you are not testing your email creative how do you know it’s working for your audience? By testing your e-mail creative you will be able to start gathering specific data to use in future campaigns.
First you need to start an A/B testing plan with your email creative. But what do you test first? Where do you begin in this endless pool of opportunity?
Well before you hit the ground running you need to have a plan, and stick to it. Map out your program, start a schedule, and systematically make changes as you go. Remember, the main point of A/B testing is to change one element at a time. That way you know, without a doubt, that each element you test either wins or loses.
Here are 7 great places to start:
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Wednesday, September 23, 2009 AT 9:00 am
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Effective Newsletter Campaigns Part 1: Acquisition Strategy
For many companies, a successful newsletter campaign can increase user engagement within their site. They can drive unique visits, increase page views, and, for e-commerce businesses, increase online sales.
There are many elements that should be factored in to a newsletter campaign. Elements like an acquisition strategy, timing, content, look and feel, tracking, analysis and testing should all be considered prior to development and implementation of this type of marketing strategy.
They don’t work for everyone, but could they work for you?
Acquisition Strategy
How will you compose your list of recipients? You can purchase lists, but this is not the most effective way to get qualified traffic to your site. In a time where consumers are bombarded by unwanted emails on a daily basis, it is more cost efficient to develop a strategically sound acquisition plan for your newsletter so you are speaking to people who will actively engage in both your email communication as well as your site.
But how?
Monday, September 21, 2009 AT 9:58 am
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The better experience you have, the more money you’ll spend.
I was just reviewing my notes from last year’s eMetrics Marketing Optimization Summit in Washington DC, and this statement jumped out at me. “The better experience you have, the more money you spend.” At the time, I suspect that I wrote it down as a mental note as it relates to my own firm’s approach to client service, but I think it also absolutely relates to how our clients run their own organizations.
In thinking about my own spending behavior, I can find dozens of examples where my satisfaction with the actual shopping experience (vs. the product I bought) has been highly correlated with the amount I decided to spend – both online and offline. The best example is an offline example. There is a department store near me that has an incredible selection. They carry some of my favorite brands – Theory, and Kate Spade for example. They are located within 10 minutes of my home. But, I almost never shop there. Why? Read the rest of this post »
