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Social Media: Marketing Darling of the Moment or Just a Shiny New Tool?
I’m back from my West Coast trip spent visiting clients in LA and, of course, attending the DMA 2010 in San Francisco. For me, the biggest take-away from this year’s conference was a big affirmation that ICS is on the right track with our product/service mix and integration of online and offline marketing tools… and [...]
The Marketing Big Bang Theory: Online & Traditional Advertising Collide, Yielding Better ROI
Michigan State University’s Wharton Center for Performing Arts needed to increase event attendance. In addition to traditional advertising, MSU sought ICS’s online marketing guidance. We integrated sponsored search listings and banner ad placements into their existing advertising strategy. Here’s a case study to show you the tactics we used and the great results for MSU. Maybe [...]
All Aboard the SEM Bandwagon!
A recent Forrester study shows what all of us already know. Marketers will continue to shift dollars from traditional media and traditional direct marketing to online direct marketing. I like Target Marketing Magazine’s research summary overviewing the growth factors in SEM, SEO, online advertising (a.k.a., Pay-Per-Click) and Email Marketing which are among the listed 16 [...]
Why digital makes sense in your marketing mix
By: Adam Henige While more and more organizations have at least begun to dip their toes into the world of search marketing, some still fail to see how it will fit into a traditional marketing campaign or precisely how it supplements more traditional methods. I’ve been fortunate enough to have this discussion in-person with a [...]
ROI-based Search
Here’s a DMNews article about setting-up a paid search budget based on profitability. I found it interesting for two reasons. 1) We just broadcasted a webinar on paid search and discussed budget setup and controls and 2) We just happen to be strategizing on how to expand our own marketing success in paid search from [...]
Offline and Online integration — Little things make a big difference!
This week, I came across an article from JupiterResearch talking about online and offline integration efforts that I thought was pretty strong. We have been talking about marketing integration for nearly two decades … but now we have more channels to integrate than ever before. Possibly you have heard the statistic: “An iProspect’s 2007 study ‘Offline [...]
Questions to Get Your Paid Search Campaign Started Right
I’ve run into a number of clients who really don’t understand where to start when it comes to generating targeted leads through paid search. The more I thought about it, I decided it would be helpful to provide some guidelines for clients to gain a basic understanding of things you need to think about to run a successful [...]