View all posts: Advertising

View all posts: Advertising

Conversions and Conversations Online and on the Gridiron

Football season is here (go Eagles!) and while I can’t claim to know the ins and outs of all the rules and calls, I can get by. And yes, unless my team is in it to win it, I just watch the Super Bowl for the commercials. What intrigued me most while watching a game one of these past Sundays was the two-point conversion. A risky, aggressive move because the conversion rate to a point is statistically less likely than the extra point.

Wikipedia defines it as: “In American and Canadian football, a two-point conversion is a play a team attempts instead of kicking a one-point conversion immediately after it scores a touchdown. In a two-point conversion attempt, the team that just scored must run a play from close to the opponent's goal line (5-yard line in Canadian, 3-yard line in amateur American, 2-yard line in professional American) and advance...

The Top Two Strategies for Getting That Signature

I have been selling for nearly 20 years; however, I don’t consider myself a salesperson. I prefer to think of myself as a consultant. I believe that an excellent salesperson helps uncover needs and then shares solutions to those needs and problems. There are a couple of tools that are imperative to a good consultative salesperson’s toolbox: proper preparation and solid fact finding.

Know your subject.

A recent thread on Quora posed the question, “What is the single most illuminating question I can ask someone?” Jodi Kantor, a New York Times reporter and author of a book about the Obamas, chimed in that there is no “single most illuminating question.” According to Kantor, “To ask a really high-yielding question, you need to have done your homework.”

This is especially true when you’re talking to people who are used to being...

Google’s Enhanced Campaigns Go Live

Yesterday marked the cut-off day for manually transitioning your Google AdWords campaigns to the company’s new Enhanced Campaigns; after July 22, all accounts were automatically upgraded – or will be, as the full transition will likely take some time.

There’s been a lot of buzz about the new Enhanced Campaigns since its initial launch in February. The main sticking point for most marketers is that brands can no longer target by device (desktop, tablet or mobile); rather, all campaigns are now distributed across all devices. This change makes the need for brands – and DMOS – to have a responsive-design website, or at the very least a mobile-first strategy, all the more important. (Read more about responsive design...

The Importance of Impressions

Next week will be my first series of meetings presenting our reporting tools to inaugural advertisers on VisitPhilly.com. Our conversions look strong, but this is not my first rodeo selling online advertising. I want to take a step back, prepare. Especially in a world that wants instant gratification.

“How many clicks did I get?” “What’s my click-through rate?” These are important questions to address, but it’s important not to overlook the importance of impressions. Impressions get a bum rap, yet they are the first numbers on our reports. We have forgotten the basics. It’s Advertising 101: whether it is on TV, radio, online or print advertising, the steps are Awareness, Interest, Desire and Action—and you can only get to Action if the message is seen, if the impressions are there. Do not...

Benchmarking Success - Globally

What counts as success for a destination web site ? How does my online marketing results compare to other leading destinations?  The question is the same whether you are in Chicago, Calgary, Christchurch or Canberra. Canada Benchmarking Logo For many Destination Marketing Organizations (DMO) analytics is an increasingly important tool - but the absence of 'hard' industry KPIs or comparative data has made judging success, failure, or in between - difficult.  For the last several...