Online marketing

This category contains 9 posts

ROI for Your Online Pay-Per-Click Ad Campaigns

Check out this interesting online-based software application to calculate the ROI of your PPC campaigns.

The only thing you have to do is to enter the amount of clicks purchased, the cost-per-click, conversion rate and average sale per customer and voilà the application will show you the ROI of your pay-per-click advertising campaigns.


Zero Moment of Truth – what is it all about?

I’ve just finished reading ZMOT: Winning the Zero Moment of Truth by Jim Lecinski, managing director, U.S. Sales & Service for Google. And I am grateful to the author for writing this book.

It’s really great somebody put together all these ideas and concepts digital people are reflecting on these days! As a person who worked in digital advertising, I think it should be a “must-read” for those who still think digital marketing is something “below the line”.

So what is the Zero Moment of Truth (or ZMOT)?

Let me cite the author “It’s a new decision-making moment…ZMOT is that moment when you grab your laptop, mobile phone or some other wired device and start learning about about a product or service (or potential boyfriend) you’re thinking about trying or buying”.

I am sure this is something you’ve done hundreds of times but maybe you will be surprised to know that the ZMOT can be absolutely crucial to the decision-making process. And it happens not only with cars, computers or your summer holidays; it can be applied to all or almost all products and services you can imagine. In his book Jim Lecinski provides a lot of survey data that will dispel any doubts about the importance of ZMOT.

Why is it called the Zero Moment of Truth?

As the author explains, in 2005 the Wall Street Journal published a front-page story about “the critical importance of the seven seconds after a shopper first encounters a store shelf full of detergents or toothpaste or anything else”. P&G called that moment the First Moment of Truth, or FMOT. There is also the Second Moment of Truth that occurs when the consumer uses the product and decides whether he or she likes it or not.

So now that you know what the ZMOT is, you would probably like to know how to deal with it and how you can take an advantage of this new consumer behaviour. That’s why I highly recommend reading the book by Jim Lecinski because it is really inspirational and will give you a lot of useful information on how to start winning at ZMOT.

The PDMA Glossary for New Product Development

Interested in product management? If yes, make sure to check this comprehensive glossary for the new product development terms prepared by the PDMA Organization.




Professor Google :)

Google launches an online fun guidebook “20 Things I Learned About Browsers & the Web“. It deals with such topics as HTML5, Cloud Computing, 3D in the Browser, Cookies, Privacy, etc. You may check a complete table of contents below. Smart idea to promote its own browser Chrome.

By the way try background colour change option (from white to dark grey).

Take a test drive…online!

Have just discovered this interesting interactive campaign created by AlmapBBDO Brazil for the new VW Amarok. It is a virtual test drive!

Curious? Have a look at this video to get more details 🙂

Via Digital Buzz Blog.

User participation: 90-9-1 rule

A friend of mine posted a link to this article in Facebook and although it dates back to 2006, I think it provides quite interesting data. In particular, it says user participation follows a 90-9-1 rule:

  • 90% of users are lurkers (i.e., read or observe, but don’t contribute).
  • 9% of users contribute from time to time, but other priorities dominate their time.
  • 1% of users participate a lot and account for most contributions

Jakob Nielsen also presents the downsides of this situation and makes some recommendations on how to better equalize user participation. It is definitely worth reading!

Playing games with customers

Game-based marketing appears to be a really hot trend in digital marketing. But why should marketers invest in it? It’s easy:

+ it encourages brand loyalty – a good game is fun and engages customers with a brand, it also may become viral (especially if using social networks tools like Share or iLike). Here goes one nice example – Battle of the Cheetos using Facebook Connect.

+ in addtion, it is a good way to communicate product benefits. Don’t believe me check this game Google launched to promote its new browser Chrome. The game is called Fastball – guess what Chrome feature should it communicate 🙂

To be continued…

We’re gonna launch a viral campaign

“We’re gonna launch a viral campaign!!” (= “we’re gonna upload one video to You Tube”). If you speak Spanish, you will enjoy this funny initiative from Publicis agency Advertising – Spanish / Spanish – Advertising Dictionary“. It’s just brilliant!

Cause marketing

Check this article on some cause marketing highlights. And here go some interesting facts picked up from this article:

  • 87% of consumers would switch brands based on association with a good cause.
  • 50% of consumers would pay more for products from brands that support causes.


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