Volume Control
Voices From Everywhere On Online Marketing
By Staff -- Multichannel News, 7/24/2006
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“There are hints that advertiser disenchantment with online advertising may be starting to surface. The recent revelations about Google’s slowing growth forced the company’s usually closemouthed executive team to admit some hard truths.”
Jeffrey Rothfeder, CEO Insight.com
Thought Leadership“Many advertisers buy up media commitments and then order ads to fill them. But the idea should drive the media buy, not the other way around. Inventing new media platforms is crucial to reach today’s bombarded audiences.”
David Kiley, Business Week
Keying In, for a While“I thought I’d seen everything in the world of online marketing, but a search engine nobody’s heard of called Ir8 Search.com has surprised me with a new service whereby they rent keywords to companies for $5 per word, per month. So for your five bills you get exclusive use of the keyword of your choice — but only for a maximum of three months in a row. Then it’s to the back of the line. Yes, they actually imagine companies will be lining up for this.”
Mike Elgan, The Raw Feed http://www.therawfeed.com/2006/07/company-rents-keywords-5-per-month.html
Smarter Shoppers“Fathom Online released a keyword price index update that shows keyword prices fell again quarter over quarter by 8.6%. Prices on average fell from $1.39 on March 31 to $1.27 on June 30 … The reason for this drop? Marketers are bidding smarter.”
Barry Schwartz, SearchEngine Watch Forums http://blog.searchenginewatch.com/blog/060718-122511
A Leveling-Off Effect“The fact that search-engine marketing (SEM) can be tracked to a level well beyond most other marketing techniques has led marketers to use it as a crutch to deal with these changes.”
Matt Naeger, vice president of search marketing firm Impaqt, in B to B
Not As Wonky as You Think“Some companies see [search engine marketing] as a technical service and so, although they want to understand all about it, they don’t fully grasp how the process works and get confused.”
Spencer Gallagher, founder of new media ad agency Bluhalo, in B2B Marketing Magazine
Joined at the Hip“Internet marketing is a definite tool for doing business today and tomorrow. Almost every television commercial, billboard and newspaper advertisement has a Web site attached to it.”
Tekelia Kelly, in Chattanooga (Tenn.) Times Free Press
