Eyeblaster have released a study that promotes the use of both search and display campaigns working together to provide marketers the biggest return on investment. This is in line with the realisation that simply typing a Web site address into the browser and landing on a page might not make the searcher's intent as apparent as typing a search term into the keyword query box.
The study released Tuesday "confirms" that display ads stimulate search by increasing the speed at which people searching enter the purchase funnel. The act of typing in the keyword "car insurance" for example, tells the search engine to serve up car insurance-related ads. But landing on an automotive Web site doesn't give the ad server much to go on.
The findings suggest that each channel plays a unique role in a campaign. Display increases reach by soliciting as many customers as possible and moving them into the funnel. The role of each is not exclusive onto itself. Conversions make it evident that marketers need a combination of search and display.
Tuesday 2 March 2010
Monday 1 March 2010
Facebook Patents The News Feed
According to a report by AllFacebook, the Facebook patent for its News Feed (submitted in 2006) has been approved. This could hold serious implications for all other social networking sites using this functionality. Twitter however, is not to fear as the patent covers “implicit actions” and not status updates which is what Twitter is based on. The patent covers stories about the actions of a user’s friends and so perhaps not as substantial as first thought, but it may still affect local social networks if the patent is applicable outside the US – watch this space!
Subscribe to:
Posts (Atom)