SEO.cc - Analysis & Review of the Wall Street Journal (WSJ) article: Best (and Worst) Ads of ‘06

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Analysis & Review of the Wall Street Journal (WSJ) article: Best (and Worst) Ads of ‘06

Major marketing campaign projects kickoff as the Super Bowl kicks off every year. Water cooler talk about your Super Bowl marketing campaign can either make or break your business at the level of corporate America. Corporate America is a great place for small to medium size businesses around the country to learn from because they have the budget to do macro research into the population’s behavior and reaction capability. It is evident that the successful (best) advertising campaigns of ’06 integrated a strong web component to bring users into interactivity with their brand which we will explore below.

As a marketing agency focused on Online Marketing, at SEO.cc, Search Engine Operator Inc. we are always interested to see what trends are taking place in the overall marketing industry. Many of the marketing successes this year integrated traditional media with the means of interactive online marketing. We are always fielding questions by are clients in regards to how they can best integrate their traditional media with interactive online marketing.

Here we are going to identify some of the advertising campaigns the WSJ identifies in their article of best and worst advertising campaigns, and the goal of the organization behind the advertising campaign as to how they wanted the consumers to react.

CareerBuilder.com Example (Media Used: Television and Online)
The CareerBuilder.com monkey campaign which can be seen in video at the commercial YouTube links below:
http://www.youtube.com/watch?v=eBFRBlXyzO4 – CareerBuilder Commercial Spot 1
http://www.youtube.com/watch?v=15XlmfTM0XY – CareerBuilder Commercial Spot 2
http://www.youtube.com/watch?v=BVkRzY9ru7E – CareerBuilder Commercial Spot 3
http://www.youtube.com/watch?v=GSy1EeRzShU – CareerBuilder Commercial Spot 4
These commercials drew people to the CareerBuilder.com website where they have a web banner at the bottom of the page to compliment the advertising campaign (destination URL of banner http://www.careerbuilder.com/monk-e-mail/default.aspx?sc_cmp2=JS_MONK-E-MAIL). At this link consumers could create funny ad campaign themed e-mails to send out to friends and colleagues. As a result of this advertising campaign e-mails from the above link continue to circulate more then 11 months later, site traffic rose 34% over the course of the year, and consumers going to the link to create an e-mail to send to their friends spent anywhere in the range of six to nine minutes on the site.

The CareerBuilder.com advertising campaign created priceless viral marketing. All advertising circulated was sent by friends whom network with one another. If you watch the commercials above on YouTube you will also see they strike humor into a situation that otherwise many people feel upset about (having to look for a new job). By portraying colleagues as monkeys the ad campaign identifies with the audience saying “don’t worry we understand, it’s them…not you.” This advertising campaign across the board shows the capability of cross-medium marketing.

KFC Example (Online, Newspaper, and Video)
KFC (a division of Yum Brands) took a new approach to advertising the product launch of their new Buffalo KFC Snacker by running a campaign across three various media: the newspaper, the television, and then drawing traffic to their website. Their attempt with the advertising campaign was to attract Tivo users to use the technology to rather than skip their commercial to tape it at the times identified in the newspaper and then watch the commercial frame by frame rather than to fast forward through it to get a code for a coupon to place on the website for a free sandwich coupon. Now the way this was strategically planned consumers had to go on a mission to find the free secret code. Once one consumer found the secret code, KFC had many ways to gain from the code including the priceless Word of Mouth endorsement. Once one person had the code to get a “free” sandwich they were bound to tell their friends and post the information to their friends Online.

If we check the Google rankings for “kfc buffalo snacker code” we come back with over 1,400 results, which means the message definitely was dispersed. The offer ended up on multiple message boards with large audiences looking for free items and codes and also received over 800+ mentions in the media. The ad was also broadcasted for free as a portion of various news segments. The company saw an increase of website traffic of 3 million page views, which is 40% higher then the amount of traffic it normally gets over the same period of time.

Yum Brands is very good at gaining free exposure in the media by giving away free items, for example their Worlds Series target gimmick from Taco Bell (Article about Taco Bell ad campaign with Major League Baseball http://money.cnn.com/2004/10/25/news/fortune500/tacobell_baseball/index.htmhttp://money.cnn.com/2004/10/25/news/fortune500/tacobell_baseball/index.htm) promising the country free beef tacos if the target gets hit during a major baseball game. This advertisement every year receives free press from many media outlets including but not limited to ESPN because of the sports related theme. If we check the Google rankings for “taco bell target baseball” we get over 200,000 results reflecting the vast expanse and reach of this campaign.

Philips Norelco (Example: Online, Radio/Video – Howard Stern plug)
Philips Norelco took a new approach to advertising their new razor created for shaving “everywhere” on a man’s body at the URL http://www.shaveeverywhere.com/. Their goal with this campaign was to attract young men and those concerned with their personal body parts being “hairless.” So to attract this audience guess who they choose as their targeted plug? Howard Stern your old buddy on Sirius. This campaign has been seen as highly effective and to date has drawn over 1.8 million viewers to the site. The goal of this campaign was to not make a public announcement to the world as to what their product could do, but to create buzz amongst their target audience. The site definitely plays in sexual innuendo humor and once again spreads the viral marketing which is very successful in today’s highly connected world. This campaign is a great example of targeting a segment within your targeted marketing audience effectively.

Conclusion
These are just a few of the examples from the Wall Street Journal article about the “Best (and Worst) Ads of ’06,” check out the article in its entirety at http://www.post-gazette.com/pg/06356/748285-28.stm. The statistics and data used in the above article were also taken from the source article from the Wall Street Journal. We highly recommend this article as a great read. We choose to expand on this article because of the particular campaigns they identify which had a strong web integration aspect involved.

Happy Holidays and Best of Luck in ’07…

Hope you enjoyed this newsletter, and feel free to pass it on to a friend. Also, if you have any questions or comments please write me at Zach@SEO.cc.

To insure you receive our future newsletters be sure to sign up with us at www.SEO.cc our website.

Thank You,

Zach Hoffman
www.SEO.cc - Online Marketing Agency
www.DentistryWebsites.com - Bringing Your Practice Online
www.DentistSeminars.com - Dental Online Marketing Seminars
Zach@SEO.cc
Dial Up: 954-763-1130
Dental Online Marketing Seminar - March 23-24, 2006 - Austin, TX -
ACESthetics.com

Topic: Major Marketing Paradigm Shift of Our Time: Internet Marketing

The Internet has become today’s mass form of communication. By definition every major shift in marketing has occurred by changing the way we communicate. Modern day communications and marketing began with delivered mail, followed by the radio, which progressed into television, and has evolved into the medium that marries all media: The Internet. There has never been a more rapidly adaptable form of communication.

We will discuss different avenues to grow and expand your marketing reach by leveraging the power of the Internet. An Internet presence goes beyond your website, and lives on by your use of it as a channel to communicate with your target audience. Your potential reach into the Internet economy is extremely expansive. Through our course you will learn how to capitalize on your traditional forms of media and turn them into an interactive manipulating force on the Internet.

Zach Hoffman - Bio

Zach Hoffman has lived in the dental industry for 20+ years (through the experiences of his father Dr. Howard J. Hoffman, DDS). He has seen the industry transition from a practice focused on insurance based patients to a practice focused on sedation, boutique style cosmetic treatment. Zach still contemplates becoming his father’s dental apprentice by keeping a keen eye on the dental industry, but has chosen to pursue marketing. His background in Economics and Finance, from the University of Central Florida, gives Zach a broad range of knowledge varying from demographics research to identifying business opportunities. With this skill set he has helped his clients maximize their returns on marketing investment dollars.

If you would like to be removed from our mailing list please contact me at Zach@SEO.cc

© Search Engine Operator, Inc. 2006

Search Engine Optimization Expert: Lines, Lines Everywhere%u2026Fulfillment Becoming Today%u2019s HOT Commodity

Search Engine Optimization Expert: Lines, Lines Everywhere%u2026Fulfillment Becoming Today%u2019s HOT Commodity

Lines, Lines Everywhere…Fulfillment Becoming Today’s HOT Commodity

So after pondering this weekend as to what I would be writing about this coming Monday I reflected on what bothered me most over the past week. More than anything it was the lines and the crowds of the old economy, or reality (sometimes I mix them up)? What does this have to do with Online Marketing you ask? Everything.

For consumers like me who are not fans of long lines and crowded places it is giving us evermore an excuse to join the growing number of online shoppers. Well if I don’t own an online commerce business, how does this affect me? Your consumers of yesteryear who have now made their first purchase online have made a virtual quantum leap into the extent of their comfort with online services and information.

Consumers are increasingly living in a society of what can you do for me. Reminding me of an old famous Kennedy quote:
“And so, my fellow Americans, ask not what your country can do for you; ask what you can do for your country.”
Are fellow Americans today live in a society of asking, ask not what a company can do to get my business, ask what a company will do to get my business?
Will they provide me free information, free services, why do I want to shop with you?

We are moving into an evermore demanding economy where traditional lines and business conditions are being destroyed, and therefore our needs demand and need for fulfillment continue to increase exponentially. Fulfillment in today’s world is reaching critical mass and what was demanded today, people wanted to see fulfilled yesterday (hint hint for you dentist, got to love your CEREC).

Fulfillment in demand? Demand for something intangible, yes the demand for the service of being fulfilled. In a service based economy this fulfillment is a major gap that companies need to learn to close. The best example is holiday consumer demand for gaming systems. We see gaming systems bought last week in the store for $400 going for near $1,000+ on eBay talk about value of fulfilling a “brats” holiday needs. That’s a 150% increase in value only justified by the fulfillment period. On that note, hope you enjoyed this food for thought.

Article with data that inspired these writings http://www.ecommerce-guide.com/news/trends/print.php/3524581
Happy Holidays and Best of Luck in ’07…

Hope you enjoyed this newsletter, and feel free to pass it on to a friend. Also, if you have any questions or comments please write me at Zach@SEO.cc.
To insure you receive our future newsletters be sure to sign up with us at www.SEO.cc our website.

Thank You,Zach Hoffman
www.SEO.cc - Online Marketing Agency
www.DentistryWebsites.com - Bringing Your Practice Online
www.DentistSeminars.com - Dental Online Marketing Seminars
Zach@SEO.cc
Dial Up: 954-763-1130
Dental Online Marketing Seminar - March 23-24, 2006 - Austin, TX -ACESthetics.com

Topic: Major Marketing Paradigm Shift of Our Time: Internet Marketing

The Internet has become today’s mass form of communication. By definition every major shift in marketing has occurred by changing the way we communicate. Modern day communications and marketing began with delivered mail, followed by the radio, which progressed into television, and has evolved into the medium that marries all media: The Internet. There has never been a more rapidly adaptable form of communication.

We will discuss different avenues to grow and expand your marketing reach by leveraging the power of the Internet. An Internet presence goes beyond your website, and lives on by your use of it as a channel to communicate with your target audience. Your potential reach into the Internet economy is extremely expansive. Through our course you will learn how to capitalize on your traditional forms of media and turn them into an interactive manipulating force on the Internet.

Zach Hoffman - Bio

Zach Hoffman has lived in the dental industry for 20+ years (through the experiences of his father Dr. Howard J. Hoffman, DDS). He has seen the industry transition from a practice focused on insurance based patients to a practice focused on sedation, boutique style cosmetic treatment. Zach still contemplates becoming his father’s dental apprentice by keeping a keen eye on the dental industry, but has chosen to pursue marketing. His background in Economics and Finance, from the University of Central Florida, gives Zach a broad range of knowledge varying from demographics research to identifying business opportunities. With this skill set he has helped his clients maximize their returns on marketing investment dollars.
If you would like to be removed from our mailing list please contact me at Zach@SEO.cc

© Search Engine Operator, Inc. 2006

Multiplying Factor of Search Engine Name Branding

Multiplying Factor of Search Engine Name Branding
By Zach Hoffman

Google being used as a multiplying factor in current (Q4 2006) marketing campaigns is proving to become a popular model. Two major spots where Google has been featured is in Pontiac’s current commercial campaign (YouTube video http://www.youtube.com/watch?v=BtCJvxuIYDk ) and in time square with Google co-branding the fact that you can visit their site on the Palm Pilot wireless device (image below). Associating yourself with search engine positioning in today’s marketplace builds popularity and credibility. 91% of US adults visit search engines to search for information (source: PewInternet.org, Nov. ’04) and 79% of US adults use the search engines to find health/medical related information (source: PewInternet.org, Dec. ‘05)

Once you get a potential consumer to visit the search engine to search for you they now become opt in consumers. They find you as a more credible resource because you are listed at the “top” of their topic of interest. Now if you take the approach Pontiac uses and reinforce your presence on the Internet the consumer who now only had a 5-30 second interaction with you, has now been multiplied to a brand building experience that may last anywhere from 3 minutes to an hour once they visit your site on the Internet. Your MFT (multiplying factor of time) has now improved to somewhere over 600%. This should be a factor in your marketing effects equation. We analyze the life of marketing in newspapers and magazines with shelf time, but now with the Internet we should be measuring the average period of time of interactivity we can create with potential end-users.

Years ago companies were paying exuberant rates to sign up to be an AOL Keyword exclusive and the same value should be placed on a Google keyword in today’s market. The astronomical returns we have seen local businesses achieve by being at the top of a search engine ranking prove its extreme value. Search engine branding will continue to grow in value exponentially as an increased number of consumers continue to seek their information from search engines. With a number like 91% of consumers using the Internet to search for information the only question left in your mind should be,
where am I?

Good Luck in ’07.


Hope you enjoyed this newsletter, and feel free to pass it on to a friend. Also, if you have any questions or comments please write me at Zach@SEO.cc.
To insure you receive our future newsletters be sure to sign up with us at www.SEO.cc our website.

Thank You,Zach Hoffmanwww.SEO.cc - Online Marketing Agencywww.DentistryWebsites.com - Bringing Your Practice Onlinewww.DentistSeminars.com - Dental Online Marketing SeminarsZach@SEO.ccDial Up: 954-763-1130Dental Online Marketing Seminar - March 23-24, 2006 - Austin, TX -ACESthetics.com

Topic: Major Marketing Paradigm Shift of Our Time: Internet Marketing

The Internet has become today’s mass form of communication. By definition every major shift in marketing has occurred by changing the way we communicate. Modern day communications and marketing began with delivered mail, followed by the radio, which progressed into television, and has evolved into the medium that marries all media: The Internet. There has never been a more rapidly adaptable form of communication.

We will discuss different avenues to grow and expand your marketing reach by leveraging the power of the Internet. An Internet presence goes beyond your website, and lives on by your use of it as a channel to communicate with your target audience. Your potential reach into the Internet economy is extremely expansive. Through our course you will learn how to capitalize on your traditional forms of media and turn them into an interactive manipulating force on the Internet.

Zach Hoffman - Bio

Zach Hoffman has lived in the dental industry for 20+ years (through the experiences of his father Dr. Howard J. Hoffman, DDS). He has seen the industry transition from a practice focused on insurance based patients to a practice focused on sedation, boutique style cosmetic treatment. Zach still contemplates becoming his father’s dental apprentice by keeping a keen eye on the dental industry, but has chosen to pursue marketing. His background in Economics and Finance, from the University of Central Florida, gives Zach a broad range of knowledge varying from demographics research to identifying business opportunities. With this skill set he has helped his clients maximize their returns on marketing investment dollars.
If you would like to be removed from our mailing list please contact me at Zach@SEO.cc

© Search Engine Operator, Inc. 2006

Google Invades The Airwaves

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An iEntry.com Mailing =====================================================================
WebProNews - Google Invades The Airwaves
December 09, 2006
http://www.WebProNews.com
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Google Invades The Airwaves
Joe Lewis Staff Writer
Google announced in a corporate blog that it has officially begun beta testing its Audio Ads marketing platform. Earlier this year, the company acquired dMarc Broadcasting as part of its plans to crossover into radio advertising.
Google has made waves in recent months in its efforts to expand beyond the online marketplace into traditional advertising platforms such as print and radio. The strategy, bold to be sure, has been met with both praise and skepticism from industry analysts and prominent bloggers alike.
At the Inside Adwords Blog, a member of the Audio Ads team gives a little more elaboration on the company's vision for the project:
"Over the last year, we've been partnering with both terrestrial and satellite radio stations across the U.S. so that our advertisers have many options for broadcasting their ads -- whether it's a Country station in Tyler, Texas or an Adult Contemporary station in New York City."
"Currently, there are hundreds of stations to choose from and we hope to grow the list over the coming year. Our broadcast partners are looking forward to making their ad inventories available to thousands of new advertisers, especially since they aren't easily accessible today."
So how will the beta test work? The company offers further insight:
"We're giving a select group of AdWords advertisers early access to Audio Ads, so that we can gather feedback that will influence product features and direction. By testing with a small group, we can see which features are most-used, which are least-used, and which could benefit from redesign. Early testers help Google to create the best possible product before releasing it to a larger group."
Will the venture pay off for Google? Sure, the company has a stranglehold on search marketing, but is it possible that it could be extending its reach a little too far here?
Hugo Guzman at Search Engine News gives his take:
"Google's grand ambition is to take over advertising on all facets of mainstream media, which includes online (which they already dominate), print, television, and radio. However, an undertaking of this magnitude will likely take years to accomplish, and that's assuming that it ever comes to fruition."
"In fact, some pundits believe that Google has bitten off more than it can chew by attempting to transition their AdWords platform to radio, and that their progressive approach to advertising will never catch on because it flies in the face of the establishment over at Madison Avenue. They also point to Google's unmitigated failure (three times over and working on a fourth) in penetrating the print market."
Another blogger questions Google's motives for taking up such a
challenge:
"I absolutely believe that radio is a better fit for them than print (more tech-heavy method of delivery, longer shelf life, stickier than print) but I'm still having a hard time figuring out why Google would even want to expand into traditional media in the first place. Is it a sincere desire to positively affect all forms of media or is it an arrogance that thinks they'll change the face of everything from radio advertising to the way you buy chicken?
"Let's see, you're a white female in her mid thirties, registered Democrat, married with 2 kids, a dog and a minivan. You want white meat only, right?"
CNet's Elinor Mills, however, feels that the proverbial iron is just hot enough for Google to effectively strike into the world of radio:
"If Google radio ads actually catch on, they could have significant implications for the way radio ads are sold. That could be a good thing for an industry that saw April revenues, for example, drop
5 percent from a year ago, according to the Radio Advertising Bureau trade association."
While opinions remain divided about Google Audio Ads, the fact remains that with nearly $11 billion in liquidity (straight cash, homey), the company can afford to take a gamble like this. It's your classic risk/reward scenario, and the potential reward could prove to be quite fruitful for both Google and its advertising partners.
One particular hurdle the company will have to address is measuring traffic. Clicks, page views, and unique visitors all offer a particularly reasonable method of quantification when it comes to tracking advertising metrics.
The question remains, however, what analytical method Google will choose to implement for radio, as the aforementioned measurements are unique to the Internet.
So as Google takes to the airwaves, it seems we are left with more questions than answers about how Audio Ads will take shape.

By Joe Lewis, Staff Writer for WebProNews

Reposted by:
-- Zach Hoffman
www.SEO.cc - Online Marketing Agency
www.DentistryWebsites.com - Bringing Your Practice Online
www.DentistSeminars.com - Dental Online Marketing Seminars
Zach@SEO.cc
Dial Up: 954-763-1130
Dental Online Marketing Seminar - March 23-24, 2006 - Austin, TX - ACESthetics.com