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Creating Search Ads On Google
Advertising…By Bob Scott, Partner, French/Blitzer/Scott
Once a marketer decides to create and run search ads on Google, the biggest creative challenge is fitting a message that will resonate with “Googlers” into one headline (25 characters each) and two lines of copy (35 characters each). For digital copywriters, brevity is the new paradigm. Not only must the message “fit the space,” but it must be rife with key words. Throw in the fact that spaces between words count as characters, and you now understand the creative challenge.
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Goldman Sachs & Greg Smith: It Doesn’t Change the Facts
Op-Ed…By: W.T. “Bill” McKibben, Senior Counsel, The Great Lakes Group
Remember last March when a Goldman Sachs executive very publicly resigned with a scathing OP-ED in the New York Times? Well, last week (2012.10.23) Greg Smith released a book fleshing out his description of Goldman’s decay over the twelve years of his impressive career from the heady time when he made the cut and became an intern. Prior to the book’s release, Goldman fired back. They deny that they play any of the games that Smith claims are routine.
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VIDEO & PRESENTATION–Is Your Organization Prepared to Respond to Crisis in the Digital Age?
In the Green Room With Priya Ramesh, Managing Director, Social Media, CRT/tanaka
Welcome to this online conversation about how to “Identify a Social Media Crisis Response Strategy for 2013– Hosted by Priya Ramesh, Managing Director, Social Media, CRT/tanaka @newpr VIDEO & PRESENTATION AVAILABLE HERE. Register to Download the PRESENTATION, “Is Your Organization Prepared to Respond to Crisis in the Digital Age?– Google+ Hangout On Air
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Election Coverage Dwarfed by Sandy
By Dave Armon, President, Critical Mention, for the Critical Now Channel
It’s official: politics have taken a backseat to the weather eight days before the U.S. presidential election.The Mention Meter, which measures the number of times a word or phrase is said on all U.S. local and national TV channels, shows 167,000 references to Hurricane Sandy versus 98,000 mentions of Obama, Romney or the election in the past 24 hours. Two additional stories that would normally get top billing – a serial sniper shooting at motorists in Detroit and an intense Western Canadian earthquake that set off tsunami alarms in Hawaii – were virtually ignored.
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Content Marketing Case Study: It Sure Looks Like PR to Me
By Sarah Skerik, Vice President-Social Media, PR Newswire, for the Agile Engagement Channel
A blog post on search engine authority SEOMoz titled “How I Got a Link from the Wall Street Journal” offers some real instruction for PR pros on linking content – and public relations outputs – with measurable, top-line business results. It’s worth noting that the author of the post – and the content marketing campaign discussed – is Larry Kim, the founder and CTO ofWordstream, a search marketing firm.
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Crisis Management: Election & Sandy Put Pressure on Disaster Chief
Reuters
As Hurricane Sandy bears down on the U.S. East Coast little more than a week before the presidential election, President Barack Obama’s fortunes may in part depend on how well a former volunteer firefighter from Florida does his job. Craig Fugate, a former paramedic and firefighter who rose to become Florida’s top emergency management official, heads the Federal Emergency Management Agency and is the man Obama is counting on to bring relief quickly to millions of people expected to be hit by monster storm Sandy. With the presidential election at hand and closely fought, the stakes are high for Obama to avoid an embarrassment like former President George W. Bush’s botched reaction to Hurricane Katrina in 2005.
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8 Ways Social Media Changes Everything
Business 2 Community
There are at least 8 ways that social media changes marketing and PR and overall business communications. I think this list applies to most industries, to varying degrees. Understanding these changes and adapting your communication strategies sooner rather than later offers many advantages. All events happens in real time. Social media is live media. If a customer service issue happens, it’s tweeted in the moment and people start reacting. This presents both huge challenges and opportunities. Effective rapid response can prevent issues form getting out of control, while lack of timely response can be costly. Learn how to work in real time. Marketing, public relations, branding and client support get all mixed up together.
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ROI from SEO: Misunderstood, Undermined and Inaccurate
econsultancy
Businesses of all shapes and sizes are slowly coming round to online marketing and its benefits. However, since the beginning of the global recession in 2008 the need to justify every penny spent on marketing has become more and more important as businesses try to claw back profit margins and reduce overheads. Search engine optimisation (SEO) has for many businesses become one of the main focuses of their online marketing strategy. Businesses are now investing tens of thousands of pounds into the industry every year, pushing the need for better analytical tools and more insight into ROI. But how much do you really know about your search marketing campaigns? The relationship between online search advertising and online sales can be easily quantified, but how many online searchers convert offline, under the radar of your powerful analytics tools?
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Mobile Marketing – The Elephant in the Room for Marketers
Forbes
“A difficult situation that is very obvious but not discussed or addressed.” That’s just one of I’m sure many definitions of the phrase “elephant in the room.” Frankly I don’t really care which definition you subscribe to. The fact of the matter is that mobile marketing – despite all it’s continued hype and promise has been severely under utilized by marketers of all shapes and sizes. And the word “continued” is absolutely the operative word in the sentence above. Last week in a piece for Digiday, Brian Morrissey wrote of the Ad Industry Lies and at the top of his list was mobile: …
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Consumer Spending in U.S. Increases 0.8% as Incomes Climb
Bloomberg
Consumer spending in the U.S. climbed more than forecast in September, a sign the biggest part of the economy was picking up as the quarter drew to a close. Household purchases, which account for about 70 percent of gross domestic product, rose 0.8 percent, the most since February, after advancing 0.5 percent in August, a Commerce Department report showed today in Washington. The median estimate in a Bloomberg survey of 71 economists called for a 0.6 percent gain. Incomes climbed 0.4 percent, the most since March. The acceleration in spending may help the world’s largest economy overcome a slowdown in exports and business investment as global growth slackens and concern mounts about the so-called fiscal cliff.
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Investors are Too Focused on Executive Pay: BlackRock
Business Spectator
One of the world’s largest institutional investors, BlackRock, has criticised its peers for focusing too much on executive pay and thereby forcing company boards to spend a “disproportionate” amount of time on the subject, according to The Australian. “I think pay takes up a disproportionate amount of boards’ time,” BlackRock’s head of corporate governance and responsible investment for Asia Pacific, Pru Bennett, said, according to The Australian. “The board’s most important role is to appoint the chief executive and then to approve the strategy put forward by management and to monitor that strategy.”
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Research Reveals Transformation in Investor Evaluation of Hedge Funds
Hedge Week
A study by Deutsche Bank has revealed a fundamental shift in the depth and nature of due diligence carried out by hedge fund investors. The poll of senior professionals at leading fund of funds and consultants in Europe, representing over USD411bn in hedge funds assets under management, shows operational due diligence teams are now viewed as a partner and peer to the investment team and actively vetoing investments. The level of sophistication institutional investors apply to operational due diligence has increased significantly as they demand greater transparency from managers. The research reveals a robust infrastructure, established service providers and a culture of compliance and governance are now vital considerations in the investment process.
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Study: Consumers Ever Fussier About CSR
Mediapost
Whether it’s The Body Shop’s “Beauty with heart” positioning, Timberland planting trees, or Starbucks hawking its Fair Trade brew, companies are spending more money than ever convincing customers of their corporate social responsibility. Overall, 84% of those in its survey say companies aren’t just responsible for doing the right things, but also for effectively communicating them to shoppers. And 86% say they are more likely to trust companies that report their CSR efforts. When given a choice between a company that “clearly demonstrates” its CSR values and one that doesn’t, 82% say they will choose the more do-gooder brand. And 40% say that if they can’t find out about a company’s CSR efforts, they won’t buy the brand. For marketers, that means that simply having a CSR program in place won’t cut it. “Purpose is no longer enough, and successful campaigns must demonstrate return for business, brand and society,” Cone Communications EVP Jonathan Yohannan says in its report. “‘Proving purpose’ is the new mantra for effective CSR.”
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Your Employee is an Online Celebrity: Now What Do You Do?
The Wall Street Journal
Meet your newest management headache: the co-branded employee. A growing number of professionals are using social media to build a personal, public identity-a brand of their own-based on their work. Think of an accountant who writes a widely read blog about auditing, or a sales associate who has attracted a big following online by tweeting out his store’s latest deals. Co-branded employees may exist largely below the radar now, but that’s changing fast, and employers need to start preparing for the ever-greater challenges they pose for managers, co-workers and companies. Their activities can either complement a company’s own brand image or clash with it. Companies that fail to make room for co-branded employees-or worse yet, embrace them without thinking through the implications-risk alienating or losing their best employees, or confusing or even burning their corporate brand.
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Online Video: An Unfolding Megatrend
Motley Fool
More than 100 million Americans watch video content online. This number has risen 43% from the previous year and there are no signs it’s letting up. The explosive growth of smartphones and tablets has leaped online video viewership to the next level. You can thank innovation and science later. In the meantime, welcome to the exciting world of megatrend investing. A megatrend should be so easy to understand that a fifth grader can grasp it. If they can’t, chances are you’re overcomplicating things, or what you believe to be a megatrend isn’t one at all. The premise is simple here. As more eyeballs watch online video, advertisers will begin to take notice. As the trend asserts itself, advertisers will chase after those eyeballs.
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Pro-Romney Group Makes Big Ad Buy in Pennsylvania; Obama Campaign Follows
New York Times
The “super-PAC” aiding Mitt Romney, Restore Our Future, is making a push into Pennsylvania, a state that has been considered strong for President Obama. On Monday the group put down about $2 million for a slate of television commercials through next Monday, the day before the presidential election. The move prompted the Obama campaign to shift advertising resources there for the first time since July. It announced on Monday that it too would being airing commercials in the state. The Restore Our Future purchase includes about $1.2 million in the voter-rich Philadelphia media market where Republicans believe they can make inroads with a number of different demographics, including Jewish voters who may be open the arguments put forward by the Romney campaign that Mr. Obama has not been supportive enough of Israel.
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Online Casino Advertising is About to Be America’s Best Growth Industry
Gawker
If you’re a poor desperate person looking for a road to economic salvation, you need to stop dreaming about hitting a jackpot on the internet casino, and start looking for a job at an ad agency that helps convince other suckers to blow their money at internet casinos. Advertising for those fuckers is gonna be big. How big? I would describe the size of the online gambling ad market as “astoundingly fucking big,” if this Ad Age story is to be believed. Alexandra Bruell reports that Nevada casinos will start advertising their (newly legal) online gambling operations in a matter of months, and other states may soon come rushing in behind them. The “big winners” here (gambling joke)? Ad agencies, naturally: …
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