In the News
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Search Shop Outrider Adds Social Media To Its Mix
Online Media Daily, June 24, 2008
Group M's search marketing agency Outrider went public on Monday with its social media marketing practice. The group is made up of four social media and search experts tasked with formulating tailored strategies for clients so they may better engage--and glean insights from--the blogosphere and various online communities. General marketing goals include building site traffic, conversions and sales, increased brand awareness and brand association, talent development and business development through networking...
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When Multiple Personalities Threaten The Common Thread
The Search Insider, June 13, 2008
Last month, I wrote about the apparent lack of a common thread in most
advertising. Suddenly media properties are selling bundled solutions through a
single salesperson. And while this checks the box for economies of scale, it
provides little incremental value unless media efforts are bound together by
something more substantial from the communications plan.
But what happens when the ties that bind are sliced apart by consumers?...» read more
The Common Thread Of Consumer Intent
The Search Insider, May 16, 2008
Search marketers have spent more time on the proverbial island than the cast of
“Lost.” All of the adages about “playing at the kids’ table” to “functioning in a
silo” have been appropriate at various times over the past decade. This practice
of “siloed” work has been perpetuated by marketing departments that have seen
search as an IT function or a “Web” thing...» read more
Bad Ideas in Search Management
DM News, May 12, 2008
During its more than year run, Saturday Night Live has made the parody commercial a staple of its repertoire. One such commercial was the Bad Idea Jeans sketch. The sketch featured Phil Hartman, Mike Myers and David Spade, among others, trading comical suggestions of things they had done, which most would consider being absurd. After each suggestion, the television screen would go black with the words "BAD IDEA" appearing. About once every two weeks, someone shares with me a situation which makes me quote a line from this faux commercial....» read more
What's The Big Idea Anyway?
The Search Insider, April 18, 2008
There are more than 14,000 books on Amazon when you do a search for "Big
Idea." Donny Deutsch turned himself from ad ,an to TV host by focusing on
"The Big Idea." But perhaps it was David Ogilvy who said it best when he
described the importance of the big idea in advertising: "It takes a big idea to
attract the attention of consumers…Unless your advertising contains a big idea, it
will pass like a ship in the night."...» read more