Using PPC ads on search engines to exploit a highly searched-for topic in the news is always going to be a tricky topic for brands.
For example, most brands decided against posting PPC ads to exploit the millions of searches for ‘phone hacking’ during the The News of the World scandal. Actually, when I say most brands, I exclude law firms – they were all over it eg ‘Has your phone been tapped?’
Anyway, now for something completely different.
Today’s Metro (front page):
Today’s / the same edition of Metro (page 27):
Luke Johnson in today’s FT about ‘digital pioneers’:
“I have lost count of the number of business plans I’ve seen from ‘digital pioneers’ who want to buld the next Facebook or suchlike. The are full of extraordinary upward projections of income, mind-boggling growth assumptions, spectacular valuations and heroic demands from backers. I put them all in the shredder. As Samuel Johnson put it: Almost every man wastes part of his life in attempts to display qualities which he does not posses, and to gain applause which he cannot keep.”
This is a nice, if brief, history of digital display advertising – everything from eventual over-complexity right through to their impending death.
Well, a little harsh, but an interesting take on Kawaja’s famous ‘logo vomit’ slide.
Uh-oh. Didn’t take long did it? But would 50 really move the dial for a site’s SERPs?
Nice idea – ask people to donate Air Miles to help get Red Cross teams around the world. Reminds me of the ’round this up’ option you see on some ecommerce sites.
Aside from adding yet another layer of complexity for already stacked web editorial staff, I’ve not been hugely excited by textile. Apparently I should be, I’m told, because it’s one of the most search engine friendly CMS editing formats going. Well.
Forrester’s social media analyst Jeremiah Owyang provides a nice overview of brands which have attempted social media marketing using fan pages, widgets etc.
In a nutshell, activities – like fan pages – need to encourage communication and community building within the social network, not direct them offsite (because, presumably, it interrupts users’ conversations and communication).
One nice example is an Alicia Keys fan page, which revealed exclusive news, events etc. Fans are driven to join, debate, sign up to events, share and so on. I’m assuming this has a lot to do with why and how fans think – such as playing one-upmanship and showing other fans how much of a bigger fan you are.