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January 2008 Archive
The following posts were made in January 2008. You may subscribe to the RSS feed for this archive if you would like to take your time reading through our posts.
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Posted on January 29, 2008
Why Intrusive Advertising Doesn't Work
BY JENNIFER EUBANKS
I recently came across a blog post by Ed Kohler on Technology Evangelist about his negative experiences with intrusive advertising.
Though the post is short, he makes a good point. How is it helpful to market yourself by forcing your brand on the consumer? In my experience, as in Ed's, the reaction is first to be annoyed, and then to quickly find the close button. Neither reaction is positive, and neither takes the time to find out what the ad is about.
Posted on January 23, 2008
Title Words and Click Through Rate on Craigslist
BY JENNIFER EUBANKS
The other day I came across a blog post written by Jane Copland over at SEOmoz about "title tags" in Craigslist and how they can determine whether or not an ad is clicked. I've already written a post singing the praises of Craigslist, and a year later I am still an avid browser.
I still love to read the strictly platonics, the missed connections, see how outrageous apartment rental prices are, and whether there are any interesting groups I would like to join. Unlike Jane, I am not actively seeking anything specific, so I don't often perform keyword or other parameter searches to narrow down the results. But I will admit that if I am busy or if there are too many new entries, I will not take the time to read them all.
So what gets me to click?
Like Jane, I tend to avoid ad titles that are poorly worded, badly misspelled, too vague, or otherwise boring and uninteresting. If I am looking to be amused or satisfy curiosity, I will often click on entries that I know don't pertain to me, simply because their title caught my eye. Maybe it made me laugh, maybe it was a bit shocking, but whatever the case, it got me to click through.
I will of course click on ads that mention an activity I like, or ones that show the poster is of the same age. The point here is that they have provided enough detail in the title that I already know there is a commonality between me and the ad. For instance "hey what's up" as a title doesn't say what you want, but "Scrabble and other Board Games Group"lets you at least know that this will be an ad about playing board games. Having an idea of what you're going to get when you click improves the chances that an ad will be read by those most likely to be interested in what you have to offer. Taking a slightly different path and coming up with a funny or eye-catching tagline that doesn't say exactly what is inside, but entices the reader to learn more, is also a way to get more clicks to your ad. This in turn can increase your chance of success, be it in renting your apartment, adding members to your group, or getting that hot date. Which method you choose depends on what type of crowd you want to attract and how much you're willing to spend weeding out the non-serious replies.
Craigslist ad headlines can indeed be aptly compared to webpage title tags, and like any good title tag, some thought should go into their creation. Think about the searches one might conduct to reach your ad and then find a way to make it compelling enough to click in what still might be a large sea of similar offerings.
Posted on January 18, 2008
Selling Social Media Programs Requires The Ability to Show ROI
BY JAMES CLARK
Who leads the Social Media Programs in the Enterprise: IT or Business?, this is the question Jeremiah Owang presents at Web-Strategist. It's a great post as it shows how social media and online community based programs still lack a clear position within the corporate structure.
Who's responsible for bringing together all of the active components (PR, Customer Service, Sales, Advertising, IT) to ensure the effort is properly launched and supported?
In our experience, the most well run social media programs have the stamp of approval from the heads of the business units - presidents of division VPs. In addition, these individuals were always active in the initial discussions. It was never a situation where the idea was conjured up by the PR firm, sold to the PR director, who took it to the VP of marketing, who then sold it to president. Too many dissenters along that chain of command, and that did not even include IT, which once they find out that the external PR agency recommended this program they go into bunker mentality.
Yes, social media and community programs are all the rage. New social media sites are popping up every day. But rest assured presidents and VPs are not seduced by being part of the rage. They want accountability and ROI.
Until one can show how these programs can integrate and drive overall business objectives, it's a long hard road. Even if you sell it in, by not backing it with ROI and measurable impact numbers, the effort will die on the vine. The social media guy will look cool, but after time the president just sees that person as line-item expense, and line-items expenses are favorite targets of cost conscious executives.
Posted on January 4, 2008
Public Libraries Still Relevant in the Digital Age
BY JENNIFER EUBANKS
I just came across an article that revealed the surprising fact that "young adults are the heaviest users of public libraries despite the ease with which they can access a wealth of information over the Internet from the comforts of their homes".
As someone who spent summers as a young teen volunteering at the local library for the kids summer reading program, as well as worked at the University library both as a student and as a post-college full-time employee, I obviously have a bit of an affinity for libraries. In fact, I think they are a wonderful institution, and take advantage of their services at least once a month.
I love that I can get a book from dozens of different locations, delivered right to my local branch, for a nominal fee. As a member of a monthly book club, I am able to borrow many of the books, instead of having to rack up costs (and taking up valuable bookshelf space) buying books that I might not enjoy. I also love that many libraries have set up ways to check out digital audio books online. Libraries have come along way from being merely book repositories, to really embracing the digital age. Any librarian in charge of digital services will probably excitedly tell you all about the new ways in which the library is taking advantage of the Internet and other digital formats.
Speaking of Internet, does anyone else love that libraries offer free internet? I can't tell you the number of times I've had issues with my internet or had work done to my apartment and have had to seek out a new source of internet and electrical power in order to continue with my work day. The library provides a wonderful haven for exploring, researching, or working on your laptop.
While it surprises me that the current 18-30 set reported library usage at 62 percent, it also makes me glad. It proves that there is hope for the future of public libraries--that even though those users closer to the 18 year old mark probably can't remember a time without internet, they still understand the value of tangible reference books, newspapers, and magazines. Sure you can read a lot of that stuff online these days, but there is definitely something to getting your information by sifting through those books. I find reading reference materials or magazines to be a much more pleasurable experience when I can actually turn the pages. Libraries are a great example of how you can mix the paper world with the digital, and it seems that, at least for now, the younger generation recognizes this and is appreciative.
Posted on January 2, 2008
Understanding Web Marketing
BY JAMES CLARK
Jeremiah Owyang has a great post on the many forms of Web Marketing. This is a great resource for someone seeking info on where to start or what to look for in online marketing.
Often times, it's difficult for Room 214 to explain what we do, and how we do it and where we play in the web marketing realm. If it's hard for us, heck it's almost impossible for the client decision maker to know where to go to get strategy and services for web marketing.
Jeremiah's post should help take one from unconsciously ignorant to consciously ignorant - a big step. Pay special attention to the Changes in communication require corporations to adapt and evolve paragraph.
Our approach is to understand what success looks like for our clients. Get an idea of what they are visualizing, then get our hands dirty understanding what resources (people and money) they have ready to dedicate to the project.
Sounds simple right?
Believe me, you really have to poke and prod a company to find out what the right strategy is. There are many subtle factors that can determine if an organization should they go out with a blog, podcast, vodcast, teleseminars, email marketing, campaign microsite, etc.
Stealing from the Grail Knight in Indiana Jones and the Last Crusade: "But choose wisely, for while the true Grail will bring you life, the false Grail will take it from you."
