Subject: SEM Milestones and Global Gotchas

From: Chief Marketer <[email-masked]>
Date: Tue, 21 Nov 2006 16:15:16 UT

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November 21, 2006 | A Prism Business Media Publication

TABLE OF CONTENTS

The Year's Search Engine Marketing Milestones
Global Naming "Gotchas" Trip Up Microsoft and General Motors
TV Blitz Helps Ask.com Grow Market Share
Five Secrets to Successful Game-Day Sampling -- Part 2
Chiger Chooses

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This Week's Stories

The Year's Search Engine Marketing Milestones
The evolution of search engine marketing continued this year, thanks in no small part to the rollout of MSN's Microsoft adCenter, the release of Yahoo!'s "Panama" platform, and improved geo-targeting and behavioral-targeting capabilities. In his latest column for CHIEF MARKETER, Performics vice president Cam Balzer looks at the year's most significant SEM developments and what they'll mean going forward. For his take, head to www.ChiefMarketer.com.

Global Naming "Gotchas" Trip Up Microsoft and General Motors
The name of Microsoft's new media player, Zune, sounds innocuous enough--in English, anyway. But among the French speakers of Quebec, "zune" sounds like "zoune," a rather rude slang term for a part of the human anatomy.

This is just one of several recent linguistic errors made by major companies when launching products globally. Donald A. DePalma, the author of "Business Without Borders: A Strategic Guide to Global Marketing" and a CHIEF MARKETER columnist, discusses what you can learn from these companies' mistakes. Click here for his latest column.

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TV Blitz Helps Ask.com Grow Market Share
When search engine Ask.com wanted to grow its market share, the company decided to advertise heavily on television. The choice of ad medium may have seemed odd at first, given that the broadcast marketing efforts of so many other online companies have failed over the years (Pets.com, anyone?). But as MarketingSherpa president Anne Holland reports in her latest column, the TV campaign did help Ask.com--more than most people originally realized. Get the complete story at www.ChiefMarketer.com.

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Five Secrets to Successful Game-Day Sampling -- Part 2
According to a recent survey, 25% of consumers who attend a marketing event run out shortly thereafter to buy the product that had been promoted. Among the marketing promotions in question are concerts and sporting events where product samples are handed out.

"Hand-to-hand sampling at sports venues in particular provides the opportunity to connect fans (a demographic known for their allegiance) with a new brand experience," writes Laurie Carlson McGrath, director of marketing with PromoWorks.

In her latest column, the second of a three-part series, McGrath demonstrates why a solid understanding of a brand's objectives and constant communication are key to a successful sampling event. Click here to learn more.

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Choice Links of the Week

Chiger Chooses
Some folks seem to think that "Thou shalt not sell Christmas goods before Thanksgiving" is the 11th Commandment, or should be, judging by certain newspaper articles. What do these people think goes on in the rest of the world, where there isn't a major holiday in late November? (When I was in London the week before Halloween, I saw plenty of Christmas crackers and other holiday treats for sale in the major U.K. retail chains such as Marks & Spencer and Boots.)

If you too are railing against "Christmas creep," save some of your spleen for the bloggers that, reports AdAge, are leaking news of retailers' Black Friday sales and discounts.

Never mind Black Friday; what about Cyber Monday? The Monday after Thanksgiving is reputed to be the busiest day for e-commerce, but as one Web commerce provider told The Washington Post, "We think Cyber Monday is an amusing myth." Online holiday shopping apparently peaks much closer to Christmas -- as does offline: The Saturday before Christmas is the single busiest day for retailers, according to the NRF.

And if you think that snazzy TV commercials are the most effective driver of retail traffic, think again. A survey by the Retail Advertising and Marketing Association indicates that coupons and newspaper inserts are far more influential...at least among adults. Among children, as any parent of a Nickelodeon-viewing child can tell you, TV commercials retain their hypnotic power.

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Find out why business is good and how Oneupweb helped.

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