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Online auctioneer eBay Inc. this week pulled its U.S. search advertisements placed through Google Inc. amid a tiff over a Google marketing effort, a move that highlights the simmering rivalry between the two Internet partners.
eBay said it stopped buying ads from Google that appear next to Web search results in the U.S. late Monday evening. A spokesman for the company, one of the largest buyers of ads from Google, said that the move was part of eBay's "constant experimentation to see what works best" in advertising online.
But people familiar with the matter said it was at least partly a response to a Google marketing event that eBay executives were miffed about. Google's Checkout online payment service had scheduled a recent event in Boston it described as a "Freedom Party" that was timed to coincide with the opening of an eBay conference for its online sellers.
"Nobody is saying it's permanent," said the eBay spokesman, who described the move as "open-ended." He said that eBay was also advertising using graphical display ads and ads purchased through Google rivals, suggesting eBay might be increasing efforts to find alternatives to Google ads for bringing users to its sites.
Google users have been long accustomed to seeing eBay ads accompanying a significant portion of their search results, as eBay for years used the ads to drive consumers to its online auctions. |
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Enterprise Wireless 2007 will be held October 25-26 at the Crowne Plaza Riverfront in San Antonio, TX. Join us for the latest in wireless technologies and best practices. Contact us for information on exhibiting, sponsoring or presenting at Enterprise Wireless 2007.
Meet and network with the enterprise IT and operations managers, operators and system consultants making the decisions on wireless data and voice systems throughout the U.S. This is the only conference in the U.S. where senior executives focus on business wireless in all formats from WiFi, mesh networks, trunking radio and broadband.
Just Added!
Make plans to attend on October 24th for a Motorola Service training open to all dealers. This is being held at the Crowne Plaza Riverwalk in San Antonio, the day before Enterprise Wireless 2007 begins. Detailed agenda and additional information to follow.
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We have helped more dealers successfully promote MOTODRIVEN than any other marketing agency.
“A short note to say “thank you” for your work in promoting our customer appreciation day. We had well over 100 customers – the one’s that count – attend our event. Everyone was very impressed and we received many qualified leads from the event. You and your team did a great job as usual!”
Bob Conrey
Advanced Electronics
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Leading National Advertisers Report: Spending Up 3.1% to $105 Billion Traditional Media Pinched as Largest Marketers Extend Reach Via Internet, Promotions
The top 100 U.S. advertisers last year increased ad spending by a modest 3.1% to a record $104.8 billion. But most of that growth came from "unmeasured" disciplines. In a troubling sign for traditional media, the marketing leaders increased measured media spending by just 0.6%, the smallest gain since the 2001 recession.
Media measured by ad-tracking services -- such as TV, print and some forms of internet advertising -- accounted for 58.2% of these top marketers' U.S.
ad spending, down from 59.6% in 2005, according to Advertising Age's 52nd annual 100 Leading National Advertisers report. The rest of the spending came from unmeasured disciplines, primarily marketing services such as direct marketing, sales promotion and digital communications (including unmeasured forms of internet media such as paid search).
Case in point
Exhibit A: Procter & Gamble Co., the No. 1 advertiser. Ad Age estimates that P&G's unmeasured U.S. spending last year rose 15% vs. a 3.9% increase in measured media. The package-goods giant's shift toward unmeasured disciplines continues. The marketer's first-quarter measured spending fell 8.6%, according to TNS Media Intelligence.
P&G Chairman-CEO A.G. Lafley Jr. last month told analysts: "If you step back and look at our [marketing] mix across most of the major brands, it's clearly shifting, and it's shifting from measured media to in-store, to the internet and to trial activity [i.e., product sampling]." Mr. Lafley said P&G will put a big emphasis on such "nonmeasured media" in the fiscal year beginning July 1. |
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Just focusing on “hits” doesn’t tell you really anything and more importantly can’t help you improve website leads and sales either. When you analyze your website’s traffic reports benchmarks and metrics to focus on are average number of visitors per day and month, unique number of visitors per day and month, top pages, search strings, conversion rates, most active crawlers, keyword conversion,….all above and beyond just “Hits’.
But just for apples for apples comparison….log into your website’s Traffic Report. Be sure to set the parameters for one month (i.e. Start 5/01/2007 and End 5/31/2007). If you see that it’s around 300 to 400 Total Hits for an entire month be aware that we have clients that get that many hits in just one hour!
If your website is not getting literally thousands of hits per month you are wasting your time and money. We have dealers getting hundreds of thousands of “Hits” a month. Recently we compared one of our client’s websites against another website they have from one of our competitors. The Opt-In Wireless website generated 686 times more “Hits” than our competitor’s website. That’s not a typo – six hundred and eighty six times the number of “Hits”.
Search (organic or paid) is responsible for getting people to the front door. In fact 80% to 90% off all the traffic to your website comes from the search engines. If your website’s traffic report does not show data on which top search engine keywords which lead to sales and which are garbage then how can you plan for effective SEO and PPC keyword targeting and tracking? You simply can’t. Without detailed traffic reports, it’s like flying blind and the success of your website will be very limited at best.
With Opt-In Wireless, once your website is up and running, you'll want to understand how many people are visiting your dealership’s website, how they are finding your site, what pages they are viewing on your site, and more. This information will enable you to make strategic decisions about the content, design and marketing of your site.
All Opt-In Wireless websites, that we host, include a reporting and analysis website traffic reports to enable you to get an in-depth view of your online leads and sales progress.
The sole purpose of marketing is to get more people to buy more of your product or service, more often, for more money. That’s the only reason to spend a single nickel on it. In other words, marketing has got to work harder than ever.
Think of your dealership’s website as a sales rep. How long do you keep paying a DSR that isn’t generating leads and sales on a consistent basis? A few months? Definitely not years and you certainly would not give them a raise for poor performance would you?
Get the website your dealership needs that will provide leads and sales, contact us for more information. |
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Hi
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Welcome to another issue of Marketing News. The e-Newsletter read by
thousands of Land Mobile Dealers all over North America.
Thank you for your continued interest. |
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| IN THIS ISSUE |
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| Turn-key Marketing for MOTOTRBO™Trade In Promotion |
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EBay Pulls Its Ads
from Google
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| Enterprise Wireless 2007
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| Marketing Support for MOTODRIVEN |
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Ad Spending Up
3.1% to $105 Billion |
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| Website Traffic Reports that just show Hits... Will get you knocked out. |
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| MARKETING NEWS |
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| Sponsored by |
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MARKETING SOLUTIONS
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| Quick Links: |
Ad Design
Anti-Spam / Anti-Virus
Consulting
Catalogs
Direct Mail
Domain Name Registration
Ecommerce Solutions
Email Marketing
List Brokerage
List Management
Postal Solutions
Print Advertising
Surveys
Search Engine Marketing
Trade Show Booths
Website Design
Website Hosting |
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RECOMMENDED READING
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| Book of the Month: |
Silo Busting: How to Execute on the Promise of Customer Focus
Author(s): Ranjay Gulati
Harvard Business Review Article
For many senior executives, shifting from selling products to selling solutions--packages of products and services--is a priority in today's increasingly commoditized markets. Companies, however, aren't always structured to make that shift. Knowledge and expertise often reside in silos, and many companies have trouble harnessing their resources across those boundaries in a way that customers value and are willing to pay for. Some companies--like GE Healthcare, Best Buy, and commercial real estate provider Jones Lang LaSalle (JLL)--have restructured themselves around customer needs to deliver true solutions. They did so by engaging in four sets of activities: Coordination. To deliver customer-focused solutions, three things must occur easily across boundaries: information sharing, division of labor, and decision making. Sometimes this involves replacing traditional silos with customer-focused ones, but more often it entails transcending existing boundaries. JLL has experimented with both approaches. Cooperation. Customer-centric companies, such as Cisco Systems, develop metrics for customer satisfaction and incentives that reward customer-focused cooperation. Most also shake up the power structure so that people who are closest to customers have the authority to act on their behalf. Capability. Delivering customer-focused solutions requires some employees to be generalists instead of specialists. They need experience with more than one product or service, a deep knowledge of customer needs, and the ability to traverse internal boundaries. Connection. By combining their offerings with those of a partner, companies can cut costs even as they create higher-value solutions, as Starbucks has found through its diverse partnerships. To stand out in a commoditized market, companies must understand what customers value. Ultimately, some customers may be better off purchasing products and services piecemeal.
The HBR Spotlight on Customer Focus acknowledges that customers are the real employer. Because the customer's power is undeniable, the dynamics of business drive everything toward commoditization. As surely as spring melts snow, markets erode profits. A company can respond to melting margins in a variety of ways, but customer focus may be the most promising in the long run because it puts the customer on your side, helping you to define and create value together. It is also one of the most difficult management challenges there is, as you will learn from the two articles in this Spotlight.
Order the full PDF of this article for $6 from Harvard Business Online. |
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