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Dimano Marketing

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31 May 07

5 Expert Tips to Maximize Google AdWords Results « Dimano Marketing

  • A friend recently sent me an article that summarized the stories of two boutique chocolate companies using AdWords to increase their sales. One was quite successful, selling over 30,000 pounds of chocolates through AdWords in a year (my estimate is their revenue was about $900,000, and I know their AdWords cost was $100,000). The other was not happy, spending $3,000 over 3 months and generating only 5 sales, probably $300 in revenue.

    Based both on the article and also my experience launching and managing AdWords campaigns ranging from $20 per month to $10,000+ per month, here are the 5 most important tips to make sure you maximize your Google AdWords Campaign ROI.     - dimanomktg on 2007-05-31
18 Apr 07

The 6 Myths Of Creativity

  • A new study will change how you generate ideas and decide who’s really creative in your company.
    Originally Posted: FastCompany.com, by Bill Breen

    These days, there’s hardly a mission statement that doesn’t herald it, or a CEO who doesn’t laud it. And yet despite all of the attention that business creativity has won over the past few years, maddeningly little is known about day-to-day innovation in the workplace. Where do breakthrough ideas come from? What kind of work environment allows them to flourish? What can leaders do to sustain the stimulants to creativity — and break through the barriers?     - dimanomktg on 2007-04-18
16 Apr 07

Measuring Marketing: 103 Key Metrics Every Marketer Needs

  • Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They’re being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that addresses the clamor and demand from marketing’s many stakeholders to be accountable for its strategies and activities.
     - dimanomktg on 2007-04-16
13 Apr 07

The SEO Benefits of Blogs

  • Is blog optimization part of search marketing? Absolutely! Blogs are web site content management systems with additional functionality such as comments, trackbacks and RSS. Blogs are really no different than web sites.
    If you can optimize a document and that document gets indexed, categorized and ranked by a search engine, it’s part of search marketing in my book. As such, marketers should be aware of how these kinds of channels can be used within the overall online marketing mix. Blogs are one of many platforms that benefit from optimization.     - dimanomktg on 2007-04-13
11 Apr 07

Effective PR on a Limited Budget

  • For small businesses with limited marketing budgets, conducting public-relations campaigns is a cost-efficient and often effective way to find new customers and boost a quality reputation. But few entrepreneurs know how to approach the press, what kinds of things to highlight about their businesses when they do, and whether they need to hire a PR firm. Georgette Pascale, president of Pascale Communications in Pittsburgh, went over some tricks of the trade recently with Smart Answers columnist Karen E. Klein. Edited excerpts of their conversation follow. - dimanomktg on 2007-04-11
26 Mar 07

Blogging as a Marketing Tool – Is it really worth it?

  • The use of corporate blogging – from niche companies to the Fortune 500 – is skyrocketing in popularity. Some businesses view this as merely a means for exposure or to be part of the “in crowd,” but for a growing percentage, many are looking to blogs as a means of raising their brand’s image or to generate sales. However, measuring the value of messaging in the blogosphere – from the impact is has on brand, to the word of mouth marketing and driving actual sales - has been nearly impossible. - dimanomktg on 2007-03-26
22 Mar 07

How to Waste Money on Search Engine Marketing « Dimano Marketing

  • Spending on search engine marketing is growing exponentially – and so is waste. While purchasing highly desirable (and therefore expensive) key words is the glamour part of search engine marketing, the back end is where marketers can make – or lose – their money. In fact, there is so much money being lost on bad follow-through that marketers must be making a concerted effort to do so.

    I don’t know why marketers want to lose money on search, but for those who insist on doing so, I offer five helpful hints. For the rest of us, each hint is followed with suggestions on how to market more efficiently to prospects who have come to your Web site via search.     - dimanomktg on 2007-03-22
20 Mar 07

Direct Mail - the Deadly Sin Of Not Testing

  • If there’s one thing that makes direct mail a reliable method of drumming up new business, then that would have to be the ability to test if different version of a pack achieve a better return on investment. Having processed many mailings over the years, I can attest that clients rarely take full advantage of this feature. In fact, more often than not, clients don’t test at all.

    Not testing is commercial suicide. In today’s competitive climate, if there is anything that can be done to reduce the cost of acquiring a customer, then it must be done. It’s a no brainer. Research shows that in times of depression, those that continue to advertise are those that do well. It also shows that those that continue to advertise also make efforts to stretch their budget even further.     - dimanomktg on 2007-03-20
08 Mar 07

The Credibility of Celebrity Endorsers

  • Each year leading consumer companies give millions of dollars to celebrities to endorse their products. Nike alone is estimated to pay nearly $500 million per year for athlete endorsements. Many marketers are eager to spend their promotional money on celebrities because they believe a strong celebrity can quickly heighten awareness for a brand. However, such promotional techniques also pose risks if something negative happens to the celebrity. - dimanomktg on 2007-03-08
06 Mar 07

Should You Bring Search In-House?

  • Should you bring your search marketing efforts in-house? This is a question many companies are wrestling with right now. It’s a very serious question that’s worth the time it’ll take to make the right choice.

    “Bringing search in-house” really means, in many instances, creating a new group inside the company – a new division. Sure, they’ll most likely live within marketing, but they will speak an entirely different language, and they’ll interface with so many other groups within your company that care in building this team is critical.     - dimanomktg on 2007-03-06
27 Feb 07

50 Ways to Go Global

  • A comprehensive list of sites that will assit in the global expansion of your company, product or organization. How do you go global? Let me count the ways. Here are fifty that will help get you started.

    Tags: international marketing, international business, globalization, global marketing, global business     - dimanomktg on 2007-02-27
26 Feb 07

What’s in a Name: Four Key Criteria

  • One reason naming a business or a product is so hard: Everyone thinks it’s easy. Saying everything you need to in a few letters or syllables is, in fact, not easy. But how do you know when you’ve succeeded? What makes a good name?

    The answer: decision criteria based upon a set of defined objectives. Holding a name to an established set of criteria will help you make a decision and drive that decision through the organization. We generally look to four areas:     - dimanomktg on 2007-02-26
23 Feb 07

12 Podcasts for the Creative Class

  • The creative class — the nebulous, but much bally-hooed, demographic made up of knowledge workers, intellectuals, and artists — constitutes an increasing portion of the American workforce. Social scientist Richard Florida, who gave the group its moniker, sees the rise of the creative class as a powerful force that is shaping the economies of post-industrial cities. Yet, today many members of the creative class can live and work anywhere, thanks to home-office technology and the Internet. Working as freelancers, researchers, or in Internet-related fields, the creative class is spreading beyond communities, like Austin or Seattle, that are typically associated with the demographic. Whether they live in Ellsworth, Maine, or Peoria, Illinois, creative professionals still look for ways to satisfy their artistic and technological interests. In towns without Universities or symphonies, the creative class can now go online to find intellectual and cultural enrichment. Here are twelve podcasts designed for the eclectic tastes of the creative class: - dimanomktg on 2007-02-23

Five Dashboards for Direct Marketers

  • As direct marketers vie for a more strategic position at the executive table, they have a mighty weapon: numbers. Deep inside marketing databases lie the answers to some of the most important questions being asked in direct marketing departments today: How many customers do we have? Are they the right ones? When can we expect to have more like them? - dimanomktg on 2007-02-23

11 Quick and Dirty Ways to Increase Conversions

  • ncreasing conversion rate can be a daunting task that requires a delicate touch and some expertise, not to mention some trial and error. Don’t be afraid to fail at it - just remember to keep trying until you succeed. If you work hard at optimizing your site, you really can double or triple your conversions. That said, I put together this quick and dirty list to give you a few changes you can make to get started optimizing your e-commerce site for better usability and more conversions. - dimanomktg on 2007-02-23

Wikinomics: How Mass Collaboration Changes Everything (Book Review)

  • Eric Schmidt, CEO Google
    Wikinomics heralds the biggest change in collaboration to date. Thanks to the Internet, masses of people outside the boundaries of traditional hierarchies can innovate to produce content, goods and services. In order to understand the opportunities this presents for companies, read this book.

    Tom Peters
    I am very willing to proclaim that Wikinomics is undoubtedly the best picture so far of the new world of enterprise, collaboration, innovation, and value creation. This is a breathtaking piece of work.     - dimanomktg on 2007-02-23

Marketers Allocate More for New Media

  • Marketers now earmark on average 15% of their media budgets for nontraditional outlets, according to a new survey by the American Advertising Federation. And 73% of those responding said they now allocate up to 20% on emerging or innovative media.

    Just over 10% of those surveyed said they still earmark all of their budgets for traditional media, while 12% said they direct up to 40% of their ad dollars to nontraditional venues.

    The survey polled approximately 1,000 ad industry leaders, the AAF said.

    A majority of those polled (80%) said that the pace of change in media in 2006 was faster than in the previous year. And almost 60% said they anticipate the pace of change to accelerate even more in 2007.     - dimanomktg on 2007-02-23
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