Quantifying the offline purchasing impact of search

When an online search becomes an online sale, that conversion can usually be measured. That’s how you calculate the true ROI of sponsored search listings. But is there an additional, hidden value to that investment? Consider these examples:  A j.jill online visitor — who got there through a Google search – decides she really needs to try on the jacket …

In b-to-b marketing, fear and greed are all you’ve got

Years ago a mentor told me that in consumer advertising, there are many motivations for someone to act. But when you’re talking to someone about a product or service for their business, the motivations are less varied. In fact, they boil down to two: Fear Greed Period. That was nearly 20 years ago. A lot …

Ads with prancing cowboys may annoy, but they sure do work

Not all online marketers can make this claim, but if you peered into my soul (or some would say analyze my circuitry), you’d see a direct marketer. I’m proud of it. And I feel vindicated when I read articles like today’s in the Advertising section of the NY Times. It’s about LowerMyBills.com and how they’ve …

The collaboration technology of choice varies by marketing discipline

Today I had lunch with my friend Don Buck of Buck Marketing. He owns a list brokerage. I was explaining why I had not yet installed the program he swears by, Trillian by Cerulean Studios. It’s a way to aggregate all of your instant messaging (IM) identities into one account. That way, regardless of which system …

As long as you’re stuck in traffic, can we talk?

Actor, comic and screenwriter Steve Martin wrote the character of God — or at least an omniscient sage — into his 1991 romantic comedy L.A. Story. This is car-centric Los Angeles he’s talking about, so the voice of God wasn’t in the form of a burning bush or an intervening angel, but was the flashing lettering of a freeway …