Re: Branding online ... what's the point (Overture editorial guidelines)

From: Rob Lewis <rob_at_marketingphysics.com>
Date: Thu 06 Mar 2003 12:31:33 -0600

Everyone keeps confusing business execution, pricing
strategy, etc. with a good brand. A good brand in itself
does not mean the company will be successful. It's just a
part of the overall business plan. It HELPS to have a strong
brand because if companies are audience centric (as they
should be) then the brand is what audiences 'think of first'
when they think about solving their problem/need, etc. But
it's crucial for the rest of the business to align with
delivering the promise with the right pricing, right
availability, right functionality, etc. ad we all know you
can build a very successful company around a loyal audience
(Amazon,HP)

The brand usually gets all the credit for success (and often
all the blame for failure) because it's the most visible
beacon. But it takes a whole team with synergistic planning
and execution to make a successful company. Unfortunately
too many companies forget this in all their egocentric
political posturing and infighting.

Deliver as promised = associate brand with solving
problem/meeting need = Brand Loyalty.

as Rob said, Branding is ALL about Loyalty.
Awareness, Intent, etc.. Nice things and still an important
part of the branding formula but no longer what defines a
good brand. A brands 'strength' depends on its loyalty
factor (how easily it's substituted).


-Rob
- - - - - - - - - -
Rob Lewis
rob_at_marketingphysics.com
- - - - - - - - - -






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From: "Mary O'Brien" <mary_at_trafficmentorseo.com>
To: <online-ads_at_o-a.com>
Subject: Re: Alternatives to Overture?
Date: Thu 06 Mar 2003 12:33:50 -0600

We have had varying degrees of success with different clients using the
smaller search engines.
 
We currently have clients on:
Overture
Google
Looksmart
ESpotting
EPilot
Search123
7Search
Ah-ha
FindWhat
Mirago
Kanoodle
GoClick
Lycos Insite
Pageseeker
Sprinks
 
We have found huge differences from client to client in click through
and conversions. It seems to be determined by industry, the distribution
network of the engine and obviously, client site design plays a large
part. Try a test buy on several smaller engines, watch it like a hawk to
make sure you're crushing the gaps, and track your charges. Many of the
smaller engines don't have the sophisticated fraud protection of the
larger ones like Overture and Google, so you need to watch your logs
carefully and report any suspicious activity immediately. Just because
one small engine doesn't work for you, don't assume another won't. Keep
trying until you get a good result and keep testing your title and
description copy. What's appealing to searchers on one engine may not be
on another.
 
Mary :-)
 
mary_at_trafficmentorseo.com
www.trafficmentorseo.com <http://www.trafficmentorseo.com/>
 






Received on Thu Mar 06 2003 - 12:31:33 CST