Taking Down Goliath

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CONTENTS

List of Figures

ix

Foreword Michael Learmonth

xi

Introduction

1

Chapter 1

The Digital Advertising Big Bang

9

Chapter 2

Setting and Measuring Digital Campaign Goals

31

Chapter 3

Defining Online Audiences

49

Chapter 4

Creating the Perfect Online Marketing Message

67

Chapter 5

Digital Display Advertising

85

Chapter 6

Tactics and Strategies for Creating Effective E-mail Marketing Campaigns

101

Chapter 7

Search Engine Advertising

127

Chapter 8

Understanding Search Engine Optimization

145

Chapter 9

The Social Media Universe

155

Chapter 10

The Mobile Marketing Conundrum

171

Chapter 11 The Level Playing Field

187

Appendix: What’s a David Profile?

197

Index

233 Copyrighted material – 9781137444202

Copyrighted material – 9781137444202

CONTENTS

List of Figures

ix

Foreword Michael Learmonth

xi

Introduction

1

Chapter 1

The Digital Advertising Big Bang

9

Chapter 2

Setting and Measuring Digital Campaign Goals

31

Chapter 3

Defining Online Audiences

49

Chapter 4

Creating the Perfect Online Marketing Message

67

Chapter 5

Digital Display Advertising

85

Chapter 6

Tactics and Strategies for Creating Effective E-mail Marketing Campaigns

101

Chapter 7

Search Engine Advertising

127

Chapter 8

Understanding Search Engine Optimization

145

Chapter 9

The Social Media Universe

155

Chapter 10

The Mobile Marketing Conundrum

171

Chapter 11 The Level Playing Field

187

Appendix: What’s a David Profile?

197

Index

233 Copyrighted material – 9781137444202

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TAKING DOWN GOLIATH

Copyright © Kevin M. Ryan and Rob “Spider” Graham, 2014.

All rights reserved.

First published in 2014 by PALGRAVE MACMILLAN® in the United States—a division of St. Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010.

Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world.

Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries.

ISBN: 978–1–137–44420–2 Library of Congress Cataloging-in-Publication Data is available from the Library of Congress.

A catalogue record of the book is available from the British Library.

Design by Newgen Knowledge Works (P) Ltd., Chennai, India.

First edition: November 2014 10 9 8 7 6 5 4 3 2 1 Printed in the United States of America.

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INTRODUCTION

Welcome to the digital advertising revolution. We saved you a seat.

One of the interesting things about being in the middle of a major paradigm shift is that major changes seem to happen so gradually that it sometimes feels like the world we live in today has always been this way.

When we look back just a few years, we see a world without many of the tools and technologies we now depend on every day: smartphones, search engines, tablets, video on demand, social media channels like Facebook, LinkedIn, Twitter, YouTube, and the Internet in general! These tools and channels have forever changed our lives and have also changed how we look at the world as both consumers and marketers.

Advancements in software, auction-based media, analytics, and big data have made it possible for the average marketer to compete with marketers with 100 times the spending power. Success in marketing is no longer the domain of companies who have deep pockets and extra marketing muscle. Instead, any marketer who understands how to navigate the challenges of this realm is able to make an impact that will draw the attention of the right people. In fact, today many of these Goliath marketers are at a disadvantage because the marketing models they’ve employed for many years no longer work.

In the past, big brands got all the attention and the highest priced agency talent, and the marketing middle-class masses got left out in the cold without the big budgets for media and agency talent. Today, marketers in this no man’s land have a better chance than ever for success. The

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playing field has been leveled. The cost of admission has been dropped dramatically, and success goes to those advertisers who understand how to leverage what they have. Advertising success is no longer about having the biggest budget, and it’s certainly no longer about reaching the greatest number of people as often as possible.

The digital universe has dramatically changed how marketers communicate with their prospects and customers. However, despite the advantages that automated digital media planning, buying, and distribution systems bring, the underlying strategies are what make them work. In short, effective digital advertising goes far beyond just placing an ad banner on a web page.

David has never had a better chance at beating Goliath, but digital marketing remains a mystery to the vast majority of would-be marketers.

In other words, marketing automation and supposed turnkey systems will only get you so far, you still need a solid strategy.

Whether you run a big company or are a one-person marketing department, the digital marketing universe offers an incredible opportunity for marketers and advertisers of all types to finally create and execute campaigns that can be perfectly targeted, executed, and measured for success.

Taking Down Goliath is about learning how to approach the strategies and tactics needed to successfully navigate digital advertising. While we share insights into ways to design and create effective digital advertising campaigns, this is not a how-to book about specific creative or campaign considerations. Instead, our goal has been to share with you digital advertising business realities that will clear a path in the jungle before you so that you can eventually find your way to your goals.

During our time together we will serve as your guides to show you how to think about online advertising and marketing campaigns, and we will look at each marketing discipline in detail so you will learn what to do, where to look, how to execute, and most of all, what to avoid.

We have spent years working closely with advertisers offering them strategic digital marketing guidance and helping them to effectively start online conversations with the people they most need to talk with. Along

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the way we’ve learned four very important things that stand as pillars of success in digital marketing and advertising: 1. All successful advertising campaigns start by getting the right message to the right person at the right time.

2. All successful advertising campaigns are based on solid campaign planning, goal setting, audience targeting, and meaningful measurement of campaign results.

3. There is absolutely nothing magical about digital advertising channels and technologies. They are just tools and each offers marketers different strengths and weaknesses.

4. Effective online advertising isn’t about how much money you have to spend. It’s about how well you spend the money you have.

Really. It’s that simple.

Yet, for years we’ve seen more advertisers than we can count create one-size-fits-all ad campaigns and place them where they don’t talk to the right people. We’ve seen a multitude of advertisers spend thousands and thousands of dollars running digital ad campaigns without having bothered to spend a cent to measure campaign effectiveness or return on investment. We’ve watched advertisers spend gobs of money on embracing new technologies and marketing channels that don’t even come close to meeting the needs of their prospects and consumers.

In short, we’ve seen plenty of bad advertising practices that do little more than spend the advertiser’s money.

On the other hand, we’ve also seen small businesses with very limited resources create phenomenally successful online advertising campaigns because they first took time to think about what they were trying to accomplish and how they were going to measure whether what they were doing worked or not. We’ve seen small and medium-sized businesses create impactful ways to start meaningful conversations with the people they most want to talk to. We’ve seen marketers who understand that basically the consumers they most want to reach are people just like themselves.

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Taking Down Goliath was written so that we could share with our readers the best digital advertising campaign planning practices known today.

Throughout this book we will explore together the sound digital marketing strategies we’ve learned along the way and ways marketers can work toward effective and actionable campaign results.

We will explore different digital media channels and outline best practices for each and give readers the understanding they can apply toward their own campaigns. We’ll also combine case studies from digital brands that emerged using the tactical outlay and overarching strategies that their Goliath competitors couldn’t see coming.

HOW TO USE THIS BOOK Through this book we have shared our experiences and strategies for how to create effective and actionable digital advertising campaigns. Our goal is to help you to avoid pitfalls that we learned about the hard way and to quickly tame and take advantage of the most incredible marketing channels that have ever been created.

We both believe fervently that every campaign is unique and that it’s very difficult to create any kind of recipe that when followed will lead to campaign success. However, we also believe that there are best practices that should be followed whenever possible.

It may surprise you that the most important aspects of digital advertising have little to do with the digital channels that deliver ads. While we won’t deny their importance, the most important aspects of any campaign are the steps taken before an ad campaign ever gets off the drawing board.

In short, it has been our experience that campaign success is always driven by paying attention to the fundamentals of any good marketing approach including: ●

Knowing what you’re trying to accomplish

●

Knowing what you want to say

●

Knowing who you want to say it to

●

Measuring whether what you wanted to have happen happened

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Once you’ve nailed down these four areas of understanding, the rest of the campaign will often take care of itself.

The bulk of this book explores the different marketing channels that digital advertising is using today. We encourage you to jump to any chapter that you feel will best meet your needs and start there. However, we also encourage you to read the first four chapters of this book so that when you arrive at the channels, you will already have a great understanding of campaign goal setting, message creation for interactive environments, accurately defining target audiences, and understanding how to measure campaign success. You’ll be glad you did.

HOW NOT TO USE THIS BOOK We didn’t write this book because we expect to make a billion dollars.

We’re not here to idealize and therefore encourage more upper-middleclass young people to throw away their higher education in favor of what has become the digital marketing pipe dream—forget the establishment, thumb your nose at the rules, and you’ll make billions.

Let’s not forget the world’s largest social connecting device started because some kid couldn’t figure out how to communicate with the opposite sex in any sort of meaningful way. Sure, really brilliant people struggle with formal education, but what gets a lot less press coverage is what happens to the majority of wannabe billionaires who don’t learn any of the rules before heading out to break them all. Those guys spend an awful lot of time with jobs requiring hair nets and name tags. Let’s face it: if everyone was that good, there would be a lot more ghostwritten feel-good books explaining how leaning in one direction would lead to a better life.

We’re not here to sell you mystical ideas about how to change the way you measure by building elaborate mathematical glasshouses. We know you’re a good person who needs to get things done, and simply building a good career, making a good living, having a meaningful life balance, and making a contribution to the world is all you’re really looking for.

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Most of the folks using this book don’t get access to the latest stuff because they aren’t spending enough to get attention. Most of the people reading this book aren’t on big corporate boondoggles paid for by ridiculously large advertising budgets worthy of courtship by vendors who can afford such things. You are most likely in the middle tier of marketing— the vast and diverse middle class–left to navigate the world on your own.

In the past, big brands got all the attention and highest priced agency talent, and the marketing middle-class masses got left out in the cold without the big budgets for media and agency talent. Today, marketers in this middle ground have a better chance than ever for success.

We’ve had junkets, enjoyed many a night of fine dining and other stuff not worth discussing. At least one of us is embarrassed to say he expected such things as part of his compensation at one point. More important than the boondoggles and lunches are the access points to new and better technologies and talents being offered only to the top tier. It’s a vicious cycle that rewards only a precious few in spite of the fairy tales about stock options and wealth for all.

We’ve chosen to bring balance to the digital marketing economy by leveling the playing field in some small way. In a lot of ways, the digital marketing playing field has never been more level. Enormous advancements in software, auction-based media, analytics, and big data have made it possible for the average marketer to compete with marketers with 100 times the spending power.

We’re not trying to sell you on things we haven’t already done ourselves. We have worked (and continue to work) in the digital marketing field since it began. We have volunteered our time, spent countless hours working to help build standards so that future generations of marketing professionals could work in our chosen field.

We’re not here to tell you which tools to select. We want you to know that the players on the field change so much that your approach to resource selection has to be a big part of your digital marketing strategy.

You shouldn’t depend on one channel for your success. You have to know how all the pieces of the puzzle work together to be successful. We hope

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with some of the case examples we’ve included you can see how entrepreneurs—through their successes, near misses, and sometimes failures— have built businesses and careers.

A solid business strategy has become a lost art. Technology has enabled us to a fault. And the fault lies in the silo-fication of marketing disciplines.

Technology in the form of marketing automation, media buying management, and optimization only facilitates and enables, it doesn’t create a strategic environment.

David has never had a better chance at beating Goliath, but digital marketing remains a mystery to the vast majority of marketers. In other words, marketing automation will only get you so far, you still need a solid strategy.

This is not a get-rich-quick scheme. The reason digital marketing remains a mystery to many marketers is the decided lack of information from qualified sources, namely, from people who actually do the work, not just self-declared experts.

There is no quick fix or silver bullet, and there is no secret formula.

In order for you to compete with marketers with 100 times your spending power, you’ll need discipline, resource commitment, and the courage to invest in strategy.

This book wasn’t written for the big spenders, although if you happen to be working inside a silo in a big company, it wouldn’t hurt you to learn about something other than what you do every day. Your jobs are not without their pitfalls—and we understand that—so whether you run a big company or a one-person marketing department, the digital marketing universe represents set of challenges unlike any other.

While we won’t repeat overplayed case studies, this book will profile the strategies and tactics needed to successfully navigate digital marketing.

It will explain each marketing discipline in detail: what to do, where to look, how to execute, and most of all, what to avoid.

You won’t see the case studies about how billion dollar powerhouses used their influence to get people to eat more cookies while watching football. You will see examples of entrepreneurs and middle marketers who not

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only survive but create winning environments using the tactical outlay and overarching strategies that their Goliath competitors couldn’t see coming.

Finally, while we appreciate the flood of digital marketing books written by people who have companies funding their writing efforts, we’d like you to know that no one is paying us to fly around the world to look smart at book signings. We work every day to manage our businesses and writing this book came at a price. In other words, we’re not selling you anything we have not done and continue to do in our daily lives. We’re just a couple of guys who were there in the beginning, hope to be there when digital marketing matures, and seek a life beyond that.

Now, let’s move on to the meaningful parts.

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INDEX

A. E. Fletcher Photography, 197, 199 Abramson, Fara, 197–8, 206–8 addictomatic.com, 165, 170 AdWords, 39, 139–40 see also Google Amazon, 156, 165, 209 Android, 140–1, 152, 176 Apple, 175–6 apps branded, 180 cautions regarding, 181 conversion and, 37, 40 downloads, 37 KPIs and, 37 mobile campaigns and, 141, 176, 180–1, 195, 204 social media and, 170 Aramark Parks & Destinations, 199, 218 AT&T, 10, 176 audience data and, 61–6 defining, 49–50 human experience and, 50–4 human motivation and, 54–7 pleasure and, 57–9 selling through self-perception, 59–61 targeting, 94–6 understanding, 191 bandwidth, 10, 153 benchmarks, 24, 38–9, 47, 150, 151 benefit statements, 91–2 big data, 1, 6, 188 see also data Blackberry, 140 Bloomberg BusinessWeek, 14 bots, 153–4

brand awareness budget and, 202–3, 210 campaign objectives and, 42–3 digital ad campaigns and, 13, 20, 37, 75 e-mail and, 101, 104, 106 importance of, 13, 20 mobile and, 182, 185 rich media and, 97–8 budget, 1–2, 6, 12, 142, 156, 197, 202–4, 208–9, 219–21, 230–1 Bugaboo Mobility, 199, 230 business to business (B2B) being seen as mark et leader, 81 exclusive opportunity for business, 82 existing business problems, 81 increase performance and productivity, 82 obvious value exchange, 82 overview, 79–80 positioning B2B message, 82–3 sense of competitive advantage, 81 business to consumer (B2C) messages convenience and, 76 feeling special/advantaged, 77 overview, 74–5 positive social standing, 77–8 sense of continuity, 77 sense of possibility, 78 sense of productivity/increased significance, 76–7 sense of security and, 76 well-being and, 75 calls to action, 92–3, 97, 114 campaign goals asking the right questions, 44–7

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Copyrighted material – 9781137444202 234 INDEX conversion and, 39–42 identifying core objectives, 42–3 overview, 31–4 planning, 43–4 practical wisdom on, 32–3, 35 setting benchmarks, 38–9 setting realistic goals, 34–8 CAN-SPAM avoiding large graphics, 123 blacklists, 122–3 compliance strategies, 123–4 content compliance, 121–2 overview, 120–1 sending behavior compliance, 122 sending from personal/business accounts, 123–4 unsubscribe compliance, 121 certainty, 55 click-through rate (CTR) banner ads and, 87, 89–90, 94 comparisons, 41 conversion and, 39–42 early websites and, 10 e-mail and, 102–3, 124 landing pages and, 94, 99 measuring, 21–2, 35, 45–6 mobile and, 177–8 optimization and, 138–9 paid search and, 134 rich media and, 97 cognitive filters, 73 comfort filters, 73–4 commonality, 17–18, 49, 59, 106–7 communications models, 68–71 connection, 56 contextual targeting, 62, 85, 88 conversations commonality and, 16–19 data and, 63 digital advertising and, 19–22, 66 effectiveness of, 2–3, 213 e-mail and, 106, 118, 124 KPIs and, 20 landing page and, 86, 93–4, 99 marketing message and, 67, 69, 71–2, 90 mobile and, 171, 179, 185 social media and, 156–8, 161, 163, 165, 168, 195 targeting and, 22, 50, 95 traditional advertising and, 18–19

conversions campaign goals and, 44–7 digital display ads and, 177 e-mail and, 101, 103–4 explained, 40 Google and, 138 importance of, 16, 20, 39–42 landing page and, 93–4, 99 measuring, 89–90, 100 message and, 75 mobile and, 182, 185 multiple ads and, 97 rich media and, 97–8 SEO and, 149 value of, 47 data benchmarks and, 150, 151 collecting, 44, 46, 97 conversations and, 17 conversions and, 41–2 demographics and, 59–61 digital marketing and, 188, 191 e-mail and, 109–10, 117–20, 123, 219 KPIs and, 36–8 mining behavioral data, 62–6 mobile and, 184 rich media advertising and, 97–8 search and, 132–5, 148 social media and, 194, 214 sowing and reaping, 61–2 statistical significance, 138–9 text messaging and, 179–80 defining online audiences audience data, 61–2 behavioral data, 62–6 human experience, 50–4 marketing hierarchy of needs, 52 overview, 49–50 practical wisdom on, 63–4 pursuing pleasure, 57–9 selling through self-perception, 59–61 understanding human motivation, 54–7 demographics, 49, 59, 61, 66, 178–9, 210 digital display advertising best practices, 89–91 calls to action, 92–3 evolution of banner advertising/ad serving, 87–9 landing page design and use, 98–100

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multiple creatives during campaign, 96–7 offering consumers strong benefit statement, 91–2 overview, 85–7 practical wisdom on, 99 rich media, 97–8 targeted ads, 94–6 targeted/relevant landing pages, 93–4 digital marketing defining campaign message, 23 determining campaign media channels, 23–4 fundamentals, 20–5 measuring results, 24 optimization, 24–5 DiNisco, Kelly, 198, 208–10 direct response campaigns, 13–14, 23, 35, 42–3, 90, 101, 182 Domino’s Pizza, 164–5 Doyle, Patrick, 164 Dumesnil, Marie, 199, 218–21 effectiveness, 3, 14, 20, 24, 31–2, 44, 124, 182, 184, 213 e-mail marketing campaigns avoiding large graphics, 123 building perfect e-mail, 111–17 CAN-SPAM compliance, 120–4 creating impactful messages, 113–14 handling new sign-ups, 109–11 increasing e-mail deliverability rates, 108–9 keeping things simple, 114–15 level playing field, 104–5 list management strategies, 118–20 lists and list brokers, 115–17 meaningful subject lines, 112–13 measuring, 103–4 overview, 101–3 personal or business accounts and, 123–4 planning and development strategies for, 106–8 practical wisdom on, 117–19 recognizable senders, 111–12 third-party service providers, 124–5 emotional triggers, 74–5, 79 engagement, 15–19 see also conversations

235

Facebook conversations and, 168, 213 impact of, 1, 156 influence and, 162 marketing and, 143, 162, 194, 200, 207–8, 214, 217, 220–3 promotion and, 37–8 small business and, 213–14 feedback, 14, 24, 33–4, 37, 47, 70–1, 103, 115, 129, 164, 170, 175 Flash, 140–1 Fletcher, Amy, 198–202 foundation communications model, 10, 25–9 GIGO (garbage in, garbage out), 117 Google ad rotation settings, 138 AdWords, 39, 139–40 alerts, 165, 167 development of, 127 digital marketing strategy and, 204 keywords and, 136–7, 220 mobile devices and, 140, 176 paid search and, 134 Panda update, 148 SEO and, 137–8, 151–4 social media and, 143 see also Android graphic user interface (GUI), 9 graphics avoiding use of large graphics, 123 e-mail marketing and, 103, 113–14, 123 evolution of, 9–10, 87 limitations of using, 193 social ads and, 195 see also rich media homeostasis, 55 Hootsuite, 170 hotwired.com, 10 House of Shakti, 198, 221 HTML-based e-mail, 113–14 Hubspot, 170 human motivation balance, 55 certainty, 55 connection, 56 feeling significant, 56 homeostatis, 55

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Copyrighted material – 9781137444202 236 INDEX human motivation–—Continued making progress, 57 uncertainty, 55–6 human perception filters, 72–4 IAO targeting, 61 impressions, 46, 86, 88, 96, 139 influencers, 162 interactive communications model, 69 interactivity, 5, 14, 35, 37, 68–9, 71, 97, 102–3 Internet service providers (ISPs), 9 iPad, 140, 174 iPhone, 140–1 iTunes, 158 JCPenney, 150 Kee, Tameka, 226–30 key performance indicators (KPIs), 20–2, 36–8, 190 keyword insertion (KWI), 135–7 Klout, 170 landing pages campaign goals and, 33–5, 44 conversations and, 71, 74, 86 conversion and, 40, 46, 93 digital display advertising and, 86, 89–90, 93–4, 96 e-mail and, 103, 116 KPIs and, 22 mobile and, 139–42, 183 print ads and, 14 relevance and, 93–4 rich media and, 97 search and, 139, 141–2 SEO and, 145, 150 social ads and, 142 strategies for design and use, 98–100 targeting and, 90, 93–4, 99–100 leads, 101, 138, 228–9 link equity, 146 LinkedIn, 1, 156, 200–1, 228–9 Macy’s, 108 Marketing Grader, 170 marketing message B2B audiences, 79–83 B2C audiences, 74–8 communications models, 68–71

overview, 67–8 positioning, 78–9 understanding human perception filters, 72–4 understanding the message, 72–3 measurement benchmarks and, 38 campaign goals and, 34–5, 43–4 campaign results, 24, 31–2 conversions and, 39–40 CTR and, 21–2, 35, 45–6 digital marketing and, 20 failure to use, 31–2 KPIs and, 21–3, 36–8 optimization and, 25 success and, 2–3, 5, 14 traditional media ads and, 14, 19 Microsoft, 176, 210 mobile marketing brand awareness and, 182 branded apps, 180 defining audience and needs, 178–9 engaging consumers, 183–5 finding opportunities in problems, 176–80 growth of mobile, 174–6 overabundance of apps on market, 180–1 overview, 171–4 search and, 182–3 targeting tools, 179 text messaging, 179–80 tracking consumer activity, 184–5 viewing mobile as platform, 181–3 websites and mobile responsiveness, 183 Moloney, Chris, 198, 202–6 Mosaic browser, 9 movies, 37–8, 56, 225 multiple creatives, 96–7 National Center for Supercomputing Applications (NCSA), 9 Office Depot, 165 online marketing messaging B2B message targeting matrix, 79–82 B2C audiences, 74–8 exploring communications models, 68–71 interactive communications model, 69 overview, 67–8

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positioning B2B message, 82–3 positioning messages, 78–9 understanding human perception filters, 72–4 understanding the message, 71–2 opt in, 102, 110–11, 114, 116, 130 opt out, 120–1 optimization, 7, 20, 23–5, 38–9 see also search engine optimization Outercurve foundation, 210 Overstock.com, 152 paid search, mobile buying strategy, 142 different phones and, 140–1 key elements of campaigns, 141–2 overview, 139 search default settings, 139–40 social ads and search, 142–4 Park, Eugene, 199, 230–2 personally identifiable information (PII), 119 Petersen, Erynn, 198, 210–15 Pinterest, 176, 214, 220 planning, 43–4 pleasure, 57–9 print advertising, 11–15, 25, 35, 97–8, 157, 183 progress, 57 prosumers, 157–8 psychographics, 60–1 Rachel Ashwell Shabby Chic Couture, 109, 208 RebelMouse, 214 relevancy, 72–3, 105, 112–13 request for proposals (RFPs), 42, 201 rich media, 85, 97–8, 103 Rockwell, Blake, 198, 215–18 Salah, Lubna, 198, 221–4 Scottrade, 202 search engine advertising avoid keyword insertion, 135 fundamentals of, 128–33 mobile and, 139–43 optimization, 137–9 overview, 127 paid search ad creation, 133–4 perfect search, 134 practical wisdom on, 135–7

237

search engine marketing (SEM), 128–9, 134 search engine optimization (SEO) basic mechanics, 146–7 content and, 147–50 links and, 150–3 overview, 145–6 practical wisdom on, 153–4 search engine results page (SERP), 129 self-perception, 59–61 social media competitive analysis and, 166–7 making own path, 167–70 marketing and, 158–63 marketing without marketing, 163–6 overview, 155–7 practical wisdom on, 163 prosumers, 157–8 targeting and, 162, 167–9 Spanfeller, Jim, 199, 224–6 Special Spectators, 198, 215–16 Sprint, 175 Staples, 165 statistical significance, 138 stickiness, 15 tablets, 1, 141, 171, 174–5, 183, 195 targeting ad creation and, 68 audience and, 94–6 B2B message targeting matrix, 79–82 benchmarks and, 39–40 campaign goals and, 20–1, 43 conversion and, 40 as critical element of ad campaign, 2–3, 75, 90, 94–6 data and, 61–3 early attempts at, 59 e-mail and, 102–4, 106, 112, 115 emotional triggers and, 78–9 identifying audiences for, 5, 20, 22–4 landing pages and, 90, 93–4, 99–100 limitations of, 28, 66, 68 mobile and, 141, 143, 179, 182–3 psychographics and, 60–1 search and, 129–30, 136 social media and, 162, 167–9 Technorati.com, 166 text ads, 85, 129, 139, 146 text messaging, 123, 173, 175, 179–80, 183–4

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Copyrighted material – 9781137444202 238 INDEX text-based e-mails, 103, 113–14 TJK Media, 199, 226–7, 229 T-Mobile, 176 Tweetdeck, 166 Twingly.com, 166 Twitter, 1, 28, 156, 162, 166–8, 200, 213– 14, 217, 220 uncertainty, 55–6 unique clicks, 124 unique selling propositions (USPs), 167, 183 UNIX, 9

unsubscribe compliance, 121 URLs in advertisements, 15 tracking conversions with, 138 Verizon, 175 Wall Street Journal, 14 WAP sites, 140 Wells Fargo Advisors, 198, 202 Windows, 176 YouTube, 1, 27, 156–8

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