| Technology Marketing Blog with the latest news and happenings at TMC and TMCnet

Google Sees Wisdom of Content-Related Advertising

April 22, 2009

A recent whitepaper published by Google points out that advertisers in their content network "are likely to be as or more cost-effective than ads on the search network."  Slightly more than half of the 25,000 global accounts in a study concluded in November 2008 experienced a lower "Cost Per Acquisition" using Google's Content Network versus their ads in SERPs.

Why do I bring this to your attention?  Because it parallels one of the elements of the success of TMC's global online communities and channels.  Owners of these portals have their marketing messages surrounding relevant content (updated news, feature articles, videos and more).  These marketing messages perform better because they build brand identity and position the portal's owner as an information source.

Compared to pay-per-click advertising, which puts companies at the mercy of Google's amorphous bidding-war pricing structure, GOC and Channel owners on TMCnet pay a fixed rate, regardless of the amount of traffic.  They get clicks from visitors who are genuinely interested in content that's tied into their market segment.

What is Google's reason for publishing this whitepaper?  Probably to persuade their search-only advertisers to move to their higher-priced Content Network ad program.  Hmmm ... more bucks for each bang?

The Station Car of the Future

April 22, 2009

I was watching the Today Show this morning and they unveiled the ultimate green station car. The Peapod is an electronic car that runs 30 miles on a 6 hour charge.

Advertising Price versus Value

April 8, 2009

"Overall, I guess my opinion is quite obvious: spending and messaging product benefits sets your brand up for success."

Excellent Twitter Guide

March 31, 2009

Understand the ins and outs of Twitter

The Hot New Trend in Marketing: Public Service?

March 26, 2009

Reading Ad Age today, two articles struck me. It seems Obama's message of community service has infiltrated corporate consumer marketing strategies. What better way to establish a positive image then to improve quality of life for the consumers they are appealing to.

Keeping Score with Your Marketing

March 12, 2009

So the question of the day is, can you achieve ROI for branding and awareness campaigns? In the current economy it is more critical than ever to measure effectiveness of marketing initiatives. Of course the value of branding campaigns such as print advertising, premiums, sponsorships, etc. goes beyond measurable ROI . Can you put a dollar value on brand recognition?

Providing Upbeat Yet Realistic Marketing Messages

March 5, 2009

Yes, we are being bombarded with news of economic gloom and doom.  I've read about people choosing to avoid some cable news channels because they find them too depressing.

So how can you make your marketing messages focused yet still positive?

According to one blogger, it's essential to "make sure your payoff pays off," perhaps providing solutions that cut costs, not necessarily improve revenues.

Ardath Albee of the Marketing Interactions blog adivses to "focus on hope.... Right now a hopeful tone is 'persuasive and engaging.'"

A confident tone to your messages will be more positively received than playing on your prospects' fears.  But it's important to establish empathy with your potential customers and acknowledge the challenges they face.

By projecting a confident tone and offering valuable information, you come across as an ally who will help your prospects weather this widespread financial chill.

Source: http://www.marketingprofs.com/news/b2b-marketing/index.asp?nlid=871&cd=dmo121&adref=NBBH139

--Lorna Lyle

Who Reads Trade Magazines?

February 23, 2009

When I was starting out in my career in cable television, I told my boss that I wanted to learn the industry. Her response: "read the trades".

Marketing Resource Favorites

February 12, 2009

ITEXPO Follow Up Tips

February 6, 2009

A refresher in trade show follow-up.