Category — Search Marketing

Below-the-line agencies are rising to the top. By Paul Kramer. In the past, when asked what their biggest asset was, marketers would invariably reply, "our brand." In today’s environment, you are just as likely to get the answer, "our customers," defined as both retailers and their shoppers.

Yet surprisingly, in today’s highly visible world of brand building and mass advertising, the reality is that traditional, above-the-line agencies often lose focus on the most important part of the equation — the customer. The better agencies tend to be adept at growing brands while also building customer relationships. Below-the-line agencies, where the focus is on targeted, direct and measurable customer interactions, are well-positioned to meet today’s challenges, and tomorrow’s … read >>

Do what’s right for today’s digital shopper — not just what’s on-trend. By Ken Barnett. Any marketer would be excited about the overarching potential benefits that emerging media provide. We can’t help but be enthusiastic as we contemplate the what-ifs.

On top of that, add the benefits of being both green and cost-efficient. There are, however, some alarm bells reminiscent of the irrational exuberance of the dot-com years when we hear people speak of “the digital path-to-purchase” — implying that this is a strategic foundation … read >>

Capturing consumers while shopping is a moving experience. By Tom Conti. I’m taking my family on a two-week-long trip to Italy this summer, and since it’ll be one of those once-in-a-lifetime vacations, I’m hoping to capture as many of the experiences as possible in photographs. That means I’m in the market for a new digital camera.

Like all technologies, digital cameras are subject to Moore’s Law, which posits that advancements in technology double approximately every two years. In the digital age, however, that window of time has quickly been reduced to something like 18 days instead of 18 months. The exponential speed at which things change and improve can turn the process of finding and buying a product like the right vacation-ready camera into a frustrating pursuit … read>>

Are you ready to engage consumers along the digital path-to-purchase?  By Dr. Rita Wheat. (pdf) or (text)

Seven “simple” questions clear the path to innovation and growth.  By Al Wittemen and Marta LaRock.

(pdf) or (text)

If you’d like to download a PDF of the entire Sep/Oct ’05 issue of The Hub (20 pages) please click here. (Download PDF)