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The Best Web Marketing of 2008

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Which types of online advertising provide the highest ROI? Who's really clicking on your PPC ads? Why do PPC costs keep rising? How can you convert more clickers into buyers? Are Web 2.0 technologies now mainstream?

Learn these answers and more from this collection of blog posts and articles, some of the best reporting on online research topics so far this year.


Online Marketers See High ROI from SEO by Marketing Pilgrim

Blogger, SEO expert and PR pro Janet Meiners reports on an MarketingSherpa study detailing the growth in paid search and organic search engine optimization. Read her post to discover which types of online advertising get a thumbs up—and which are losing favor with interactive marketers.


Who's really clicking? by iMedia Connection

Sandeep Krishnamurthy, Professor of Marketing and E-Commerce at the University of Washington, paints a bleak picture of the future of PPC advertising—then gets blasted for it in the Comments by some fairly high-profile sources. My take is that he does miss the distinction between B2B abd B2C here (PPC ads are very productive, especially for software and computer hardware products) but he's absolutely correct that search advertisers often underappreciate the value of branding and PR to enhance PPC results.


The Main Factor Necessary to Convert Visitors to Customers by Marketing Pilgrim

In another enlightening post from Marketing Pilgrim, Internet marketer and online entrepreneur Greg Howlett reports that the average conversion rate for an online retailer is 2.5%—then explains how leaders like Office Depot, QVC and Lands' End are converting at a 16-20% rate.


Direct sales, branding primary SEM objectives: SEMPO survey by DMNews

Ellen Keohane highlights findings from a SEMPO study showing how marketing budgets are shifting, what marketers think of the branding value of search engine marketing, and how they feel about experimenting with new forms of media.

Previous posts in this series:

Best of 2008 (So Far) - SEO Guidance, Part 1
Best of 2008 (So Far) - SEO Guidance, Part 2
Best of 2008 (So Far) - Search Engine Marketing, Part 1
Best of 2008 (So Far) - Cool Web Tools, Part 1
Best of 2008 (So far) - Social Media Optimization, Part 1
Best of 2008 (So Far) - Blogging for Business, Part 1

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Contact Mike Bannan: mike@digitalrdm.com
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All Time Greats

Happy Thanksgiving!

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Happy Thanksgiving, Y'all!
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How to Use SEO: Leverage SEO To Be Found Online and Boost Your Online Marketing

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All businesses that want to attract customers online, no matter the business size or age, have few options other than Search Engine Optimization (SEO).  SEO In The Box™ by Results Driven Marketing®, LLC There are roughly 1.8 billion websites online, and basic SEO allows Google to find and index or catalog your webpages.  After that, Google serves you up to searchers in the organic section.  The question remains: where they list your site, on page one or page 22 or further back? SEO controls your positioning. Do you want to be found online or not? If your business is online or you want your product or service to be found online, then Search Engine Optimization (SEO) is a must, and knowing how to use SEO to leverage the power of the internet is vital. Arguably, an effective SEO strategy gets you on the organic results section of the search engine results pages (SERP). Organic traffic is highly valuable and requires high-quality SEO. But even busines...
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Best of 2007: Articles and Blog Posts on SEM

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Search engine marketing (SEM) is one of the fastest-growing categories in all of advertising, because it is both measurable and logical: present your ads when people are searching for what you're selling. A well-crafted search marketing program can provide not only broad brand exposure at a very reasonable cost (with CPMs of $10 or less), but also high-ROI lead generation. As with any other type of advertising, however, a poorly-designed campaign will be a disappointing waste of money. In addition to best practices in search engine marketing , the following articles and blog posts were among the best of 2007 at providing helpful guidance for creating and managing effective search marketing programs. Five Common Paid Search Mistakes That Can Sink Your Campaign by Search Engine Guide Blogger Jennifer Laycock explains how common mistakes such as "ego bidding," writing a single ad for all keywords, and directing all of your traffic to a single landing page can limit the res...
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You Know What Time It Is

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It Is Almost Time To Say
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Getting More Out of Each Click with "Post-Click Marketing"

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With the economy now officially in a recession (as if we didn't know that), marketers are under increasing pressure to do more with less. On the interactive marketing side, few marketers will get budget increases enabling them to drive more clicks. The challenge, then, is to maximize marketing productivity—to get more leads out of the same number of clicks. This is the first of two posts that will look at how to improve conversion rates to get more value from each click. One answer to this challenge is provided by "post-click marketing," a.k.a. lead automation management vendors. While the specifics of each service vary, all of them essentially: automate the process of extracting visitor IP information from your log files; match the IP address to an organization; filter out ISPs; and map the company name to one or more external databases to provide additional information (company size, industry, key contacts etc.). The better services also use geo-location filte...
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