Category Archives : Advertising


Turn! Turn! Turn! (Your Adwords) 1

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The Byrds’ words describe how every activity has an appropriate time. The same is true for your advertising.
This isn’t news to traditional advertising; they regularly run special ads for different times of the year. Supermarkets tout their turkeys before Thanksgiving and hams for Christmas. Many stores advertise back to school sales at the end of […]


Ladder of Engagement

Does the Sales Funnel Still Apply Online? 2

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Traditional businesses often refer to sales funnels, the process by which people become customers or repeat customers. No one starts out buying your product. Instead, they start as random people; you need to move them through the sales funnel. Start by making them aware of your company, then get them interested in what you are […]


Interest vs. Intent: Google’s Keyword Tool 5

A Google AdWords introduction by way of the Google Keyword Tool: how to understand the difference between interest and intent in keyword research. Intent and interest are two different aspects of available keyword data that are too often hastily grouped into one pot without adequate distinction. JC Hewitt explains…


How Many Blades Do You Need? 6

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A simple safety razor like the one pictured at left (via Amazon) can teach us much about marketing.
We forget that those of us in the Western world (and increasingly those of us anywhere) live our lives enmeshed in marketing. Virtually every object in our homes has made it there because of some kind of promotion, […]


Attention is Expensive: Part III 1

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In the previous two posts in this series, I discussed the importance of online advertising and explained the importance of developing and harvesting intent.
The two components of advertising that I want to focus on are impact and breadth. Impact is broadly defined as how much of an effect the advertisement has on consumer behavior. Breadth […]


Attention is Expensive – Part II 3

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In my last post, I discussed how merely creating SEO content is insufficient to drive sustainable traffic and build a brand.
Advertising and sustained media output have been the only ways throughout history to build and maintain a positive brand. All of the dynamics that are present with the web were also there in the past. […]


Attention is Expensive – Part I 5

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Blogging for your business is foundational to any online marketing effort.
But it’s not enough to drive the kind of broad-based, continual attention that’s necessary to drive business in a predictable fashion.
The web enables all businesses to run their own media channels. It’s possible for a single blog post to spread farther than a New York […]


Facebook Angst 1

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You knew it would happen. The day all your “cool” friends from back in the day discover Facebook and actually jump on board. Now what?
If you’re smart, you won’t become a different person or go back in time, but keep being true to whatever is right about you now and keep building on what is […]


Branding Refuses to Die 4

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There was once a fad belief among internet enthusiasts that new media would destroy branding.
The argument centered on the belief that advertisers would find it more challenging to saturate the market with a more distributed media environment, and therefore struggle to implant narratives into the general consciousness.
That has failed to occur, and probably never will. […]