July 20, 2006
B2B people need plenty of facts to make a purchase decision
B2B people buy on behalf of their companies and they need plenty
of facts to make a purchase decision. So business marketers often
feel that their communications should be, well businesslike,
even clinical in tone. But DMers know a personal tone is essential.
Recently, some business copy has verged on the extremely personal
— with successful results. Freelance copywriter Scott Calame recently
created a relationship-building campaign for a large chemical company
designed to seem as if the marketing manager sat down to write one
letter to just one recipient.
July 20, 2006
Corporate blogs need to be aligned with established business objectives
"Although survey respondents reported that the initial goals of
their blogs have been met, findings also suggest that corporates
could benefit from initiatives to ensure that blog efforts are
aligned with established business objectives and practices, which
is one area we will address in the webinar."
July 19, 2006
Yahoo's second-quarter performance spooked investors
Yahoo's second-quarter performance also appeared to dampen
hopes for Google, which is scheduled to release its results
Thursday. After falling $4.84 to close at $403.05 in regular
Nasdaq trading, Google's shares retreated by $10.05, or 2.5
percent, in the after-hours session. Although it boasts the
Internet's largest audience, Yahoo has been losing favor among
investors as Google has widened its lead in the lucrative search
market and News Corp.'s youth-oriented MySpace.com has emerged
as a hip place for the next generation of Web surfers to hang out.
Through June, Google held a 44.7 percent share of the U.S. search
engine market, up from 36.9 percent at the same time last year,
according to comScore Media Metrix. Yahoo ranked second with a 28.5
percent share, down from 30.4 percent a year ago, comScore said.
July 17, 2006
More on the Click Fraud Index
The Click Fraud Index publishes data collected from the Click
Fraud Network (www.ClickFraudNetwork.com), the industry’s first
independent third-party click fraud detection service dedicated
to helping companies more accurately monitor their online
advertising campaigns for Pay Per Click (PPC) fraud. Using
CF Analytics™, a patent-pending click fraud detection technology,
the Click Fraud Network allows advertisers to track their online
campaigns for potential click fraud. The service is unique in that
it monitors online campaigns for click fraud by correlating data
collected from search provider campaigns and the advertisers own
web sites – providing the industry’s most accurate view of click
fraud to date.
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