Category: Marketing
If The Red Rose Turns Orange, Will Lord & Taylor Close Its Doors?
Posted by carly on May 08, 2008 at 10:06 AM
The oldest department store chain in the United States is rebranding its iconic logo. Learn how Lord & Taylor is turning to its shoppers to help recreate its brand.
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Welcome to the Machine, Now It's Time to Step Out of Line
Posted by tim on May 02, 2008 at 11:20 AM
There are a lot of great ways to make a small marketing investment pay huge dividends, and you don't have to follow anybody else's formula. It's time to find what's going to get you up above all the other noise in your corner of the world.
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SEM Agencies to the Recession Rescue!
Posted by drew on May 01, 2008 at 09:44 AM
During an economic downturn, businesses need a survival plan of trimming off excess expenses to increase profits. Our analogy shows how SEO and PPC can become efficient marketing channels for businesses.
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Memo to Hillary and Barack: YouTube Is a Two-Headed Beast
Posted by on March 07, 2008 at 08:47 AM
The true winner in the political online media wars are the social networking communities. The official Barack Obama website includes links to 16 different networks, Hillary Clinton lists six and John McCain has none, unless you count his own McCainSpace community of supporters.
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Super Bowl - Bust Or Buzz?
Posted by anne on January 30, 2008 at 10:32 AM
Are Super Bowl XLI advertisers getting the biggest bang for their buzz? We preview a couple of the upcoming commercials, examine the difficulty of getting millions of viewers to remember a brand, and compare Super Bowl advertising to other, less expensive marketing initiatives.
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Taking TV Advertising Online - The Super Bowl Challenge
Posted by chip on January 25, 2008 at 09:00 AM
More companies are doing a better job of tying offline campaigns into a variety of different online efforts. But will advertisers participating in the largest television advertising event of the year have their Super Bowl ads supported online?
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The Reports of Google's Death Are Greatly Exaggerated
Posted by on January 21, 2008 at 11:30 AM
Bad news from The Googleplex this weekend. Search share is down. Down. Not down by a lot. But down.
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Winning the Social Media Super Bowl: A Showdown of Colts, Cowboys, Packers & Patriots
Posted by amy on January 03, 2008 at 02:30 PM
The countdown to Super Bowl XLII has begun. So, which Super Bowl contender is offering fans the most online? We find out in our Social Media Super Bowl.
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Marketing Consistency Across the Board
Posted by luke on November 28, 2007 at 03:12 PM
It's more than apparent how easily a lack of communication can hurt campaign performance. More often than not, this lack of communication points back toward setting initial campaign goals throughout all marketing channels.
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Black Friday, Cyber Monday & The Holiday Retail Sales Forecast:
Posted by chip on November 23, 2007 at 01:18 PM
Well Black Friday is upon us again, and retailers everywhere are pulling out all the stops in order to ensure a successful holiday shopping season. Whether you prefer to chase the black Friday door buster deals, braving the crazed masses that are bold enough to sacrifice a good night's sleep to fight the crowds for the deal of the year, or you prefer to do your shopping online in the comforts of your home - one thing you can count on is that your buying behavior is being watched with great anticipation. In an attempt to predict the holiday shopping...
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3 Reasons to Love Email Marketing
Posted by carly on November 19, 2007 at 09:40 AM
There are two sides of the fence when it comes to email marketing. In the next six paragraphs I will give a few simple tips that will convert you into an email marketing super-fan.
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The 2008 Presidential Race Online & Personal
Posted by on November 08, 2007 at 01:22 PM
Change of plans. In my last blog post I said Oneupweb will soon release, via our website, our new study about the 2008 Presidential race and how it's being fought online. Instead, I'll be introducing it in updated installments in my regular blog posts.
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The 2008 Presidential Race Online & Personal - A Preface
Posted by on October 17, 2007 at 08:58 AM
Oneupweb will soon put out the first installment of what will be an in-depth, ongoing look at the 2008 Presidential race and how it's being fought online.
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Branding and SEO
Posted by on August 01, 2007 at 09:37 AM
Recently, my lovely and talented coworker, Teal, did a post on SEO and Site Redesign. It offered plenty of useful pointers related to a major identity change that companies commonly go through, and ways to maintain maximum visibility during the makeover. A site redesign, however, is not the only major identity change that companies go through. A company re-branding campaign has the ability to not only change the face of a company online, but in every place where a company interacts with customers. Re-branding can involve new graphic standards, design cues, copy tone, and language usage. It’s that last one...
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YOU want ME!
Posted by on July 20, 2007 at 02:55 PM
At grave risk of sounding woefully full of myself, I feel it’s incumbent on me to announce to the marketing world that you would do well to target your efforts to me. Why would I make such an unbelievably and uncharacteristically narcissistic comment? Well, over the years it’s occurred to me that I am what’s known as an influencer and brand advocate. Trust me, it wasn’t easy to admit this to myself as I try to be a pretty modest, low-key individual. Still, the fact remains, for me, ownership is a process that starts with research followed by acquisition, (hopefully)...
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Extra! Extra! Generate Sales, Leads, and... Validation?
Posted by on July 18, 2007 at 02:05 PM
It is not without reason that Google has touted the expansion of its Print Ads program which, as of today, is available in 32 of the top 35 market areas, covering a combined circulation of 30 million. Marketers understand that the consumer purchase process is increasingly becoming a multi-channel endeavor, and that exposure across all media – online, offline, audio, television – can be of great benefit to the bottom line. To truly optimize campaigns, businesses benefit from exposure in several ad channels, working in concert. Pay-per-click advertising has been such an unbridled success due to its targeted and dynamic...
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iCrossing Layoffs
Posted by lisa on June 15, 2007 at 06:14 AM
Seems as though there are many hurt feelings from ex-icrossing members regarding the layoffs at the search marketing firm. While it's always difficult to second guess decisions made by management, perhaps something different could have been done to smooth things over a bit more with these employees. Nonetheless, after the punch-in-the-gut feeling dims, it's time to get back on your feet, and set your career path once again. Things happen. For those that did lose their jobs, see it as an opportunity and start knocking on the doors of other SEO / SEM / online marketing firms out there. It...
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Spinning a Chair
Posted by on June 07, 2007 at 12:10 PM
In the “click and they’re gone” world of online marketing, the lesson here has never been more important: No matter how apparent the benefits are, they need to be stated to their best advantage. The features don’t justify themselves. They’re just . . . there.
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iCrossing Layoffs - So Many Questions!
Posted by on June 01, 2007 at 02:34 PM
It's enough to make you cross-eyed. When it's reported that a competitor is laying off 20 percent of their entire staff during a boom-time in your industry, all you have are questions.
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Talking the Talk
Posted by on May 08, 2007 at 09:40 AM
I have a knack for language. For whatever reason, foreign speak has been one of those things — one of very few in my case — that comes somewhat painlessly. Granted, I haven’t tried my tongue at Swahili or Khoisan — too cliquey anyway — but the more “Eur-sual” suspects have been right up my vocal alley. Or so I thought... I may have spoken too soon. My linguistic confidence came to a screeching halt at Oneupweb. I felt as though I’d landed in the Brazilian rainforest and was living amongst an unintelligible tribe communicating via a form of techno-babble...
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Chasing Technology
Posted by on March 15, 2007 at 09:01 AM
I don't know about you, but all the incessant talk about the latest and greatest tools and outlets that are perfect for online marketing seems to be much more lip service than anything else. Call me old school, but it seems everybody with a unique tool will tell you that you, too, need that tool. With technology at a point where it seems to expand almost exponentially, sometimes it seems like you can barely make a decision to implement something, before the newer, better, quicker, more-efficient version is being pushed. This rapid introduction and progression of tools can have a...
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Keys Are for Cars: SEO & SEM Headlines Are for Lemmings
Posted by on February 23, 2007 at 12:05 PM
Okay, it’s been a while since we’ve had a good, cleansing rant on Straight Up Search, so I thought I’d put on the gloves and take a couple swings at the sickening plethora of vapid SEO/M columnists who regularly contrive to mask lazy journalism (or blatant content theft) with flashy & irrelevant headline copy. The chief offenders typically drag out the old, hackneyed bit about “The key to online marketing success is…” Puh-leeeze! Will somebody make this stop? Do you really expect anyone to believe that something as complex and involved as an online marketing strategy or plan can simply...
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Searching for Love in All the Retail Locations
Posted by on February 14, 2007 at 11:11 AM
Office romance just took on a whole new dimension -- online. Apparently, the Valentine’s season -- just exactly when this manufactured event became a “season” escapes me -- has become the time to do your online love-guilt shopping with the office broadband connection.
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Google, Radio and the Great Convergence
Posted by on February 08, 2007 at 11:17 AM
As an old time marketer with a particular affection for the medium of radio, I found myself with a rush of emotions when Google announced last year that they were adding radio advertising into their expanding marketing quiver. At first blush it appeared that they were simply buying and reselling excess radio ad inventory for pre-negotiated rates in select markets. But a look at the fine print showed a much more ambitious agenda. By licensing certain production sources, Google is seeking control of every aspect of radio advertising except (and this one just kills me) copywriting.
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Have Marketing Budgets Watered-Down Football?
Posted by on February 05, 2007 at 04:19 PM
As I sat down to watch Super Bowl XLI this weekend with friends, I heard the commentators mention the 40 percent chance of showers. It would be the first time in history where it rained at a Super Bowl. Shortly after the announcement, the rain started to fall. One friend asked, "What are they going to do if the game gets rained out?" I thought to myself, "It’s rain, not a meteor shower." I began thinking about how much the game of football has changed. I've watched documentaries about major games in the 70’s and 80’s where you would see...
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Be A Guru By Knowing One — It'll Help Your SEO
Posted by on January 22, 2007 at 02:21 PM
Recently I’ve noted a number of B2B companies successfully aligning themselves with celebrity names--gurus. What I found interesting was the alliance improved that company’s reputation as an expert, a leader, a celebrity. In fact, I’ve seen gurus aligning themselves with other gurus. Here’s how it works with search, someone types in “Tom Peters business tips” and the first natural result is Tom’s site. And listed in the SERP copy is Seth Godin’s name. Why? Because Seth has done a review of Tom’s latest book. One of my favorite gurus, Tom Kelley co-founder of leading design and invention firm IDEO and author of The Art of Innovation http://theartofinnovation.com/ asked Tom Peters to write the forward of his book. The ninth SERP for “Tom Kelley innovation tips” has an Amazon listing where Tom Peters name is part of the copy. And so on and so forth. And so I challenge you. Add “get connected and aligned with B2B celebrities” to your list of New Year’s resolutions. Meet someone great and use that meeting to be greater.
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Do You Lead a Second Life?
Posted by on January 09, 2007 at 10:54 AM
For a tech guy, I can sometimes be a little behind on all the latest and greatest tech news, though it's one of my new year's resolutions to fix that. A couple months ago I was hearing a lot about Second Life, so I checked out their website, and soon forgot about it. My interest was piqued when, just yesterday, the source code to the Second Life client was made open-source. I've always been a big fan of open-source software, and applaud Linden Lab for releasing their client. For those of you not sufficiently familiar with Second Life, it's precisely...
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Schizophrenic Thoughts of Santa as a Halloween Ornament
Posted by on January 08, 2007 at 01:16 PM
I admit it. I’m one of those whining traditionalists who scream when the red and green holiday crape paper starts running its colors atop the orange pumpkins. I cry foul when the animated Dracula guarding the store entrance is sitting astride Rudolf, and the poor deer is showing suspicious puncture wounds. I go screaming from the store if I hear “Jingle Bells Rock” on the supermarket intercom a week before I consider shopping for the Thanksgiving turkey.
That’s the sentimental me. But there’s another me. There’s the marketing guy me, the one that says you fish when the fish are hungry.
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Internet. Radio.
Posted by on November 28, 2006 at 09:43 AM
I recently relocated hundreds of miles for a new job. If you’ve made such a move, you know it carries its own concerns: housing, finding local merchants and doctors, figuring out which channel ESPN is on the new cable service…you know, the usuals. One thing I don’t have to worry about this time, however, is radio station withdrawal. My favorite local station was The Banana 101.5 out of Flint, Michigan. Like many radio stations, The Banana also broadcasts online. Taking it one step further, though, DJs Eric Thomas and Carson Lee use the Internet to really reach out to their...
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Apple Hitmen & Google Bodyguards
Posted by drew on November 10, 2006 at 04:20 PM
In contrast to what Vern mentioned below about Apple replacing radio with digital media via the iPod, essentially killing radio's advertising budget, Google recently took a step toward aiding the crippled print ad industry. Google has announced its purchase of print ad space in 50 newspapers across the country, to begin serving ads from 100 of Google's current advertising customers. Bully Buys You Lunch Google AdWords is cleaning house in the advertising world; there's no doubt about that. Google is effectively making every magazine or newspaper nervously check their wallets every minute, even though the industry has never been extremely...
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Madonna Gives Birth to 3-Headed Alien & Other Tales Not Told
Posted by on November 03, 2006 at 08:56 AM
Online journalists and bloggers are increasingly turning to “tabloid headline journalism” as a means to be noticed. Read some of the commentary feedback under many bloggers and you’ll see that there are a lot of angry readers each day who feel sucked into a story that didn’t deliver.
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Opportunity for Politicians to Learn Online Marketing
Posted by on November 02, 2006 at 01:28 PM
I’ve been struck by the impact the internet is having on this year’s elections. And how handicapping the digital divide can be. One of my neighbors emailed me an invitation to his election night soiree. And another, at dinner last weekend, bemoaned the lack of information there is on our local proposals — but they don’t have home access to the web. What’s different about this year’s election? And what should the parties learn before the big one in 2008? Here are some thoughts on how today’s technology will change the election. Increased Candidate Accountability — Camera cell phones that...
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Bad Math & B2B Research
Posted by on October 12, 2006 at 09:08 AM
The online marketing business is perpetually starving for original research, especially about the B2B market. The smallest new study is pounced upon by the writers looking to spin the new numbers in some self-serving fashion. This occurred a few months ago when Marketing Sherpa released a study on “Business Technology Marketers.”
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Internet Marketing – Time to Think
Posted by drew on October 03, 2006 at 12:16 PM
Today is my birthday. With another year under my belt (nothing hanging over the belt... yet), I feel like I should reflect back on what has happened during the last year, at least the internet marketing related parts. Podcasting Podcasting certainly has been released from the clutches of the underground and gone mainstream. Any company that knows a trend when they see it has jumped on the bandwagon. Instead of hiding behind a brand or logo, companies are suddenly stepping out to talk to their markets. Why wouldn't you want to do this? Podcasting is direct marketing at its best....
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Get Lost, Web 2.0
Posted by on September 12, 2006 at 01:13 PM
It's been a fun ride the last few years. Watching the web blossom from a markup-centric child to a functionally-heavy adult, I can't help but feel like a proud parent on graduation day. The web has finally proven itself to its worst critics, and anyone who still feels contrary to the idea of the web as a viable stream of content and revenue is out of their mind. That being said, it's time for Web 2.0 to leave. But why usher the departure of such a wonderful paradigm shift? Why hate something so utopian? Why banish the newly-branded web? Why?...
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Google Explores the Outer Limits of Radio
Posted by on September 05, 2006 at 09:01 AM
If Google has its way, you will never log off their world. They already place their Google AdWord ads in your face just about anywhere you go on your computer; you see them on your internet-enabled phone or other handheld device and now in print magazines due to their recent bulk ad space acquisitions. They may manage your next eBay search or be your long distance phone company. And they certainly generate enough public relations to fill your newspapers and cable news networks with stories about their next world conquest. In tightly targeted markets they will even offer “Google-Air”: Googlized “Free” Wi-Fi zones.
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Chatter What?
Posted by on September 01, 2006 at 01:08 PM
It has been referred to as Chatterbacking and supposedly it’s the key to conquering Consumer Generated Media (CGM). Basically it’s advertisers creating blogs and sponsoring user-generated sites and social network communities. According to ClickZ, chatterbacking is mostly concerned with how we buy, place, and integrate paid media. According to the numbers, CGM is now the hot spot. Within the last couple weeks new statistics released from Nielson//NetRatings says CGM sites represent five of the top ten sites. With that kind of success, marketers are nearly peeing their pants trying to figure out how to get their message in front of...
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Victoria’s Secret & Woot - The Benefit of Selling Benefits
Posted by on August 01, 2006 at 09:37 AM
Why is it that some sophisticated marketers suddenly forget the difference between a feature and a benefit as soon as they get online?
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Hitting the Wall
Posted by on July 05, 2006 at 08:13 AM
For a small business, hitting the wall can mean many things, worst of which is stagnation. You have the same products or services and try to sell them to the same list of potential buyers. In a dynamic marketplace that can mean death – slow, ugly death.
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Instant Gratification
Posted by on June 13, 2006 at 08:37 AM
The world of search engines seems to move faster than you can say, “Froogle on Google.” We’ve become accustomed to broadband-enabled search and I fear I may have become a little spoiled. I can’t tell you how many times I’ve been on a call with one of my reps, another colleague or at home on my cell phone with my parents while simultaneously searching for background information, a detailed article or that recipe from dinner the other night. I turn to my trusty search engine to seek instant detailed information on everything. My searches are returned promptly and that’s the...
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Paying Attention to Internet Advertising Opportunities
Posted by on May 08, 2006 at 01:33 PM
Since I graduated from college in 1999, each of the four companies I've worked for has been an online business. At my first job, one of my many duties was working as an assistant to the marketing director. This was still in the relatively early days of the internet, and since neither one of us had much experience with online marketing, I was given free reign to explore search engine optimization while my boss occupied herself with lucrative newspaper ads and glossy promotional folders from NPR. I could see the traffic that was coming in via natural search listings (alas,...
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Training with the Perfect Integrated Marketing Machine
Posted by on March 14, 2006 at 12:47 PM
"Da Da Da. Da Da Da." Not to be confused with The Police song "De Do Do Do, De Da Da Da" from 1980's Zenyatta Mondatta album. But rather the most recognizable intro to the most popular sports program to ever hit the airwaves - ESPN's Sports Center. Now, try it again. "Da Da Da. Da Da Da." This pretty little ditty is perhaps the cornerstone to ESPN's evolution into the perfect integrated marketing machine. Let's take a quick look at the various ESPN business units: ESPN, ESPN2, ESPN Classic, ESPNU, ESPN News, ESPN Deportes, ESPN the Magazine, ESPN.go.com, ESPN...
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I’m Wearing Wireless Underwear
Posted by on March 01, 2006 at 09:52 AM
Mobile music and video options for your cell phone and other hand-held devices have been the latest consumer craze and are still hot right now. 2005 has even been called, "The Year of the music phone." A recent Reuter’s article featured in InfoWorld, Wireless to Organize - And Maybe Save Lives, discusses our future and the wireless way of life. Working together, can cell phones, software, computers and sensors ultimately make our daily chores and overall lives easier? With wireless networks becoming more forceful and continually taking great strides to miniaturize electronic chips, researchers feel confident the future will bring...
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Don't Take Our Word for It - Take Google's
Posted by keirsun on February 23, 2006 at 11:01 AM
Maybe you've seen the TV ad. Maybe you haven't. Regardless, every time I see the GM commercial asking viewers to "Google Pontiac" I become more fascinated by its implications. The exact ad wording is, "Don't take our word for it. Google Pontiac and discover for yourself." It's simple. It's direct. It's, dare I say, genius. Why has no one else done this? (Forgive me if another company has; I haven't seen it.) Simply put - I'm betting no other company to date has been willing to make this marketing leap. Why tell an audience to go to Google first, instead...
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One-Stop Shopping
Posted by on February 13, 2006 at 04:08 PM
I’m not much of a shopper. I don’t try on jeans before I buy them. And yes, inevitably I end up returning them because they don’t fit, only to try on the next size to make sure they are the ones. I buy groceries based on when I’m ready to eat and the mood I’m in. I can’t “shop” for groceries because I don’t know if I’m going to feel like Shake ‘N Bake this week. I buy gas when my tank gets low, and I never pay attention to the station I choose and the price they are charging....
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Search Engines, Teens, and the Southern Oracle
Posted by on December 19, 2005 at 11:28 AM
In a study that is both interesting and destined to get more attention than it should, A Couple of Chicks Marketing has published the findings of a 125-student survey on search engine use and online travel brands. That's not a knock on the study itself, but rather an observation of how het up we all tend to get when research about teen online behavior comes out - as 'twere we gazing upon the marketing equivalent of the Southern Oracle. We've built up this archetype of The Online Teen: He was born with a silver mouse in his hand and can...
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It’s Just Another Cyber Monday
Posted by on December 01, 2005 at 03:56 PM
Cyber Monday, I know, it’s all you’ve been hearing about for the last week and a half. It’s like Black Friday for retailers but for online retailers, we get it. It’s been all over the news. But, was it all just a bunch of media hype? According to a recent article on BusinessWeekOnline, Cyber Monday is not nearly the biggest online shopping or spending day of the year. ComScore Networks reported Cyber Monday ranks only as the 12th biggest online shopping day. A majority of online retailers had specified Nov. 22 as their “big” day. Others have noticed a strong...
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Search Marketing and Higher Education: A Report Card
Posted by on October 03, 2005 at 09:07 AM
Oneupweb’s director of client services, Rod Call, came back to the office one day so despondent from a ho-hum marketing class that he was compelled to write the following. I have a feeling he’s not alone in his frustration. Keyword research. Algorithm changes. Paid versus natural. Analytics. Did I really expect to learn about these topics in a place of higher education? No, not really. OK. Maybe I expected a few minutes of online marketing methodology, or, at the very least a passing mention of search engines. But no, it was just the same ol’ marketing speak that has been...
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Where the Girls Are
Posted by on September 22, 2005 at 04:39 PM
The Pew Center finds that women use search engines less often, and are less confident in their abilities to search effectively, than men. What does this mean for search engine marketers?
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"My Kind of Town"
Posted by tim on December 11, 2004 at 11:03 AM
The team from Oneupweb will be off to the Search Engine Strategies show in Chicago next week (Dec. 13-16) *In a bit of shameless self promotion, if you're at SES, stop by to see us in booth 213 In all seriousness, we're looking forward to getting back out to meet, greet, and hear what it is that's foremost on the minds of customers heading into '05....
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