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One Size Fits No One – Digital Velocity Conference 2014 #dv14

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Marketing copy1a3 (Photo credit: Wikipedia)

Here is my summary of the “One Size Fits No One” presentation by Jason Burby at Digital Velocity Tealium User Conference 2014, San Diego, CA
Presenter: Jason Burby, Chief Performance Marketing Officer – POSSIBLE
@jasonburby

Tailored messages work better

There are many many things that shape who we are, what matters to us (at a point in time) and what drives passion, focus and priority.

Treating EVERYONE the same (Failures of common sense marketing)

Online banking. If all you ever do is sign in, why are they marketing to you? They’re training you to tune out the rest of the page.

Lulu Lemon – Marketing to women, even if they know you are male.

We often take a good idea, but apply it to everyone.

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Top 8 Reasons Marketers Struggle

  1. Lack of Defined, Documented & Shared Goals
    Ways to Overcome: Alignment, Focus, Champion

StumbleUpon Stops Direct Links

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Česky: Toto je icona pro siciální síť. Je souč...
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Here’s another Internet marketing play I’ve been following recently. A lot of people have started playing in the StumbleUpon playground because of the valuable traffic that can be obtained via the StumbleUpon network. StumbleUpon is changing the game again because instead of direct links to websites, the website links will be contained in the StumbleUpon iframe link.

The SEO implications are obvious. Links from StumbleUpon to target sites that were previously direct, followed (until recently) links from a PR8 site will now disappear, replaced by internal StumbleUpon links that load the target page in an iframe.

Once again, diversification in all online marketing efforts is the recommendation, as all efforts, no matter how successful, can and will change over time. Also, it highlights the fact that online marketing is a never-ending moving target, which means you cannot stop testing and learning to see how all the moving pieces affect your marketing efforts.

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Exploring Standard Ad Unit Sizes: Google AdSense 120×240 Vertical Banner

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AdSense Ad Formatting - Text Ad sizes

The Google AdSense 120×240 – Vertical Banner is a shorter version of the 120 x 600 – Skyscraper. The AdSense version of this ad unit is only available for text ads, due to the small area. Once again, the 120 x 240 – Vertical Banner ad unit size is also used by Microsoft Advertising, while it has been delisted by the IAB (Interactive Advertising Bureau).

This small, vertical banner is ideal when you have a small area under a thin column or you have a small area available in a large header or footer. While the 120 x 240 – Vertical Banner shouldn’t be relied upon as your main income generator for a page, as it doesn’t attract a lot of attention, it can be very effective if placed correctly. If you’re trying to place a skyscraper under a menu or in a sidebar and it is just too long, the 120×240 vertical banner is a good alternative.

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Exploring Standard Ad Unit Sizes: Google AdSense 120×600 Skyscraper

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Examples of standard web advert sizes, from th...

Next up in the series of posts on Google AdSense ad sizes are the ads in the Google Adsense “Other – Vertical” banner category, starting with the 120×600 skyscraper. The reason the ad unit is called a skyscraper is because it is tall and thin and can dominate the space, like an actual, physical skyscraper. This ad unit is not in the AdSense top 4 recommended sizes and is listed in the Delisted Standard Ad Units category of the Interactive Advertising Bureau (IAB) Ad Unit Guidelines. Microsoft Advertising, however, continues to list the 120 x 600 – Skyscraper as part of its standard ad unit sizes, both for marketers and agencies, as well for small and medium businesses.

The original skyscraper was thinner than the current commonly used version of the skyscraper, to accommodate the small side rails in the layouts of many web sites. As site design has changed and elements, including sidebars, of site layouts have gotten larger, the Google AdSense 160×600 Wide Skyscraper has become the more prominently used ad unit.

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Exploring Standard Ad Unit Sizes: Google AdSense 336 x 280 – Large Rectangle

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AdSense 336x280 Large Rectangle Example
AdSense 336x280 Large Rectangle Example

Google’s second recommended ad unit size for AdSense is the 336 x 280 – Large Rectangle. This ad unit size is not listed in the most popular sizes on the Yahoo! Ad Network, but is on the listed in the Microsoft Advertising PubCenter for ad publishers for small businesses, but not in the Standard Ad Creative Acceptance Policy for Marketers & Agencies. On the IAB (Interactive Advertising Bureau) Ad Unit Guidelines, this size is listed in the Delisted Standard Ad Units as of February 28, 2011.

While this size is available in AdSense for both text and image/rich media ads, it seems that this size is used mainly for small publishers and due to it’s size, is commonly used to take up a large area of the content. Google offer examples of the 336×380 Large Rectangle and they are all embedded in or below the content.

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Local + Social: the Future of Promotion

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A giant QR Code linking to a website, to be re...
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Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
Speakers:
Benu Aggarwal, Founder & President, Milestone Internet Marketing
Gregg Stewart, President, 15miles

local + social
Gregg Stewart

importance of local search
Online retail only represents 7% of all spending. Most research is done online, but purchases still occur offline for the most part.

Consumers are increasingly using more sources to find local information. 1/3 of Facebook users use Facebook on a mobile device. Social networkers are frequently finding local business information through recommendations from connections and consumer reviews.

Consumers are looking for businesses in a variety of places and expect the information to be easily available and accurate. 49% of social network searchers are looking for address/location and other basic business data.

Best Practices for local search.

business names do not:

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  • include marketing tag lines in your business name