Sponsored Search Tips: Branding vs. Direct Response

When advertising with search engines like Google Adwords, there are many strategies to successfully converting prospects à customers. When it comes to online advertising goals, there are two main strategies that are used: Branding or Direct Response.

Branding:
Branding is when your advertisement and subsequent landing page is used to direct users into an “awareness” of your products or services. Branding is a crucial piece of marketing. Everyone wants Buy Now sales in their business, but utilizing a branding method to provide information on a product or service is sometimes even more useful as people are not always in a buying state when browsing the web.

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CPD Product Review: Color Cop

colorcopHave you been stuck in the situation of trying to determine what the exact RGB or PMS color of an image is? Website designers and graphic designers know the importance of color when it comes to branded images such as logos. It is important to stay consistent. Color Cop is a program that runs from your desktop or laptop and can identify any on screen color.

The tool couldn’t be easier to use. You simply grab the eye dropper icon and drag it across the screen to the exact pixel of color that you are trying to identify. Color Cop then displays the hexadecimal RGB color. You can then use the color chart interface to change the color within the Adobe CS like color wheel.

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Using Text Messaging To Help Haiti

haiti-textMonday, January 18, 2010 – UPDATE – the there has now been over 2.1 million text message donations received and over $21 million raised for Haiti Relief Efforts.

Thursday, January 14, 2010 – The Red Cross has now raised over $3 million dollars through their text message campaign to help Haiti. By sending the text “Haiti” to 90999 you can donate $10 which is backed by the United States State Department. The text charge will be applied directly to your monthly cell phone bill.

The mobile fundraising effort was started on January 12, 2010 shortly after a devastating earthquake struck Haiti killing and injuring thousands.

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Pepsi Focuses On Online Ads

pepsiPepsi will not be running ads during the Super Bowl for the first time in 23 years. Instead, the company plans to focus their marketing efforts in online ads. The company spent $15 million in Super Bowl ads last year on Pepsi alone (they also own Gatorade, Frito-Lay, Cheetos, etc.).

If a company with a marketing budget the size of Pepsi has realized that there is more value in spending with online ads than with Super Bowl ads, then it is clear that online marketing is starting to become the primary source for reaching potential customers.

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Philanthropy Goes A Long Way In Marketing

tomsshoesHere is a great gift idea if you are searching during the holiday season – Toms Shoes. Founded by Blake Mycoskie, Toms Shoes is a for profit company. Their business model is very simple: For every pair of shoes you buy, they give a pair away to a child in need around the world. This business was launched in 2006 and has already turned a profit and demonstrated that their philanthropic business model is a success. The idea of the business is very simple and was started after Mycosckie vacationed in Argentina and recognized the need for kids who did not have shoes.

The marketing strategy for Toms is very different than any other clothing or shoe company. Because of the nature of the business which involves giving, Toms Shoes is marketed very well by word-of-mouth advertising.

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Favorite Places on Google Maps Just Got Smarter

maps-favCrown Point Design was recently recognized by Google as a favorite location on Google Maps. We received a letter from Google that included a 5×7 decal that is meant to be placed in your storefront window. On the decal there is a unique 1×1 inch bar code that can be scanned by a Smartphone by curious shoppers. After scanning the bar code they will be directed to the company local listing on Google that includes things like store description, hours of operation, and customer reviews.

This unique technology is part of what Google Maps is developing as a ‘Favorite Places’ feature.

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Marketers need to start thinking like smartphones

mobil-usersIn a recent study by eMarketer, the most popular and rapidly adopted personal technology in the world is mobile devices. There are an estimated 4.6 billion subscribes worldwide who account for nearly 70 percent of the world’s population.  Of the top countries include the US, Brazil, Russia, India, and China and this industry has seen significant growth in every year of this decade.

Gartner, a leading market research provider, predicts that by 2013 nearly half of all worldwide mobile phones will be smart phones with the ability to access the internet.

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