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Ozometer by Play
The campaign was created to celebrate Foster's famous ‘No Worries’ attitude. In creating the campaign, Play searched for some of Britain’s most, and least, ‘No worries’ people, celebrities and places. More on Play's award winning campaign.Introduction to search marketing
Mel Carson, Microsoft adCenter Community Manager - Europe
As marketers attempt to navigate the troubled waters our economy is creating for consumers, a recent report from the Advertising Association indicates that it is not all bad news for those who recognise the value of the internet as an acquisition and branding channel.
The report said that although spend in the advertising sector fell by 3.9%, the internet saw a healthy increase of 17.3% in 2008!
Why?
Well it must be due in large part to the accountability online advertising provides marketing managers. As budgets are continually being squeezed, we all have to justify, measure and report back where, and how successfully we’ve spent that cash.
Like never before, the future of search and online marketing as a whole is all about the data – not just where are my customers searching and what are they searching for? But who are my customers? Where are they coming from? Where are they going to? How can I target them better? Where is the return on investment?
The last 12 months has seen some great developments in the industry, helping marketers realise the web’s potential for targeting their wares to consumers through search in a myriad of ways. Whether it is Microsoft adCenter’s Excel Add-in Keyword Tool, Google Trends or Yahoo! Search Marketing & their new targeting capabilities, these innovative tools are helping provide advertisers with the data to help create better and more meaningful connections with consumers.
This section of the IAB website gathers the thoughts of people in the industry passionate about search who are willing to empower you with information to help you get the most out of your campaigns - and give you some tips about other areas you may not have thought about.
As marketers attempt to navigate the troubled waters our economy is creating for consumers, a recent report from the Advertising Association indicates that it is not all bad news for those who recognise the value of the internet as an acquisition and branding channel.
The report said that although spend in the advertising sector fell by 3.9%, the internet saw a healthy increase of 17.3% in 2008!
Why?
Well it must be due in large part to the accountability online advertising provides marketing managers. As budgets are continually being squeezed, we all have to justify, measure and report back where, and how successfully we’ve spent that cash.
Like never before, the future of search and online marketing as a whole is all about the data – not just where are my customers searching and what are they searching for? But who are my customers? Where are they coming from? Where are they going to? How can I target them better? Where is the return on investment?
The last 12 months has seen some great developments in the industry, helping marketers realise the web’s potential for targeting their wares to consumers through search in a myriad of ways. Whether it is Microsoft adCenter’s Excel Add-in Keyword Tool, Google Trends or Yahoo! Search Marketing & their new targeting capabilities, these innovative tools are helping provide advertisers with the data to help create better and more meaningful connections with consumers.
This section of the IAB website gathers the thoughts of people in the industry passionate about search who are willing to empower you with information to help you get the most out of your campaigns - and give you some tips about other areas you may not have thought about.
