Subject: Why You Must Champion Search Optimization

From: Chief Marketer <[email-masked]>
Date: Tue, 13 Mar 2007 10:22:50 UT

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March 13, 2007 | A Penton Business Media Publication

TABLE OF CONTENTS

Why Chief Marketers Must Champion Natural Search Optimization
Channel Integration: Multiple Languages, Seamless Conversation
Top Three Tests from 2007 Email Awards Winners
The Legalities of Promotions: 10 Points to Keep in Mind
Ten Tips for Online Couponing
Chiger Chooses

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This Week's Stories

Why Chief Marketers Must Champion Natural Search Optimization
When natural search optimization is being championed by no less a marketer than IAC chairman Barry Diller, it's time to take a closer look at the tactic. But unlike Diller, many other CEOs still take a dim view of optimization, preferring to focus on "sexier" tools such as paid search. In his latest column for CHIEF MARKETER, Performics' Cam Balzer details why you need to sell your top execs on search optimization. Click here to read how he makes his case.

Channel Integration: Multiple Languages, Seamless Conversation
Just as the United Nations relies on simultaneous translators, multichannel, cross-platform businesses need solutions that, according to "Precision Marketing" coauthor Jeff Zabin, "can pull customer interaction data from isolated and incompatible legacy databases into a common pool that speaks a common language." In his latest column, Zabin discusses the importance of synchronizing your business across channels and systems to gain a complete view of the customer while presenting a consistent experience to that same customer. For Zabin's insights on becoming "channel-agnostic and customer-dedicated," click here.

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Top Three Tests from 2007 Email Awards Winners
MarketingSherpa president Anne Holland took some time from partying with the winners of her company's Email Awards to share what she learned from the winning campaigns. In particular, she homes in on three areas that every marketer using e-mail should test. Find out what they are at www.ChiefMarketer.com.

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SES NY is a 4 day, multi-track conference that specifically addresses search engine advertising (SEM/SEO). Learn from the industry experts; in-depth sessions; and an exclusive look at the latest search developments. This is our 8th annual conference and remains the only event dedicated to search and its place within the corporate marketing mix.

The Legalities of Promotions: 10 Points to Keep in Mind
Maybe it's not as fun as brainstorming concepts or tweaking creative, but it's definitely as important: ensuring that your promotion is legally sound. Joseph Lewczak, a partner with Davis & Gilbert, offers a 10-point checklist to cut out and tape to your desk--and your staff's desks--to help keep you out of trouble. For your copy, go to www.ChiefMarketer.com.

Ten Tips for Online Couponing
E-commerce has given rise to e-coupons--indeed, entire sites dedicated to providing coupons and other online discounts to Web shoppers. Like comparison shopping engines, such sites can help merchants gain customers and promote their brand--if used correctly. Scott Kluth, the president/founder of one such site, CouponCabin.com, offers his advice on how to make e-couponing work (and no, "advertise on my site" is not one of his tips). Find out what his suggestions are at www.ChiefMarketer.com.

Choice Links of the Week

Chiger Chooses
In August, Hasbro will launch a version of the board game Life that uses a faux Visa card instead of faux money as currency, reports MediaPost's Marketing Daily. As you might expect, some consumer advocates are less than happy: "The credit card companies have already saturated the teen market, so they're going younger." Personally I think Life could benefit from even more product tie-ins: What about some sort of cobranding effort with Trojan so that players don't end up with a car full of pink and blue kids unless they want to?

Are "influencers" -- the 15% of consumers who are said to drive trends by, well, influencing the other 85% -- the marketing version of an urban myth? A professor at Columbia University thinks so, and he explains why to Brandweek. But don't tell the Sci Fi Channel, which last week issued a press release declaring that its viewers are "major influencers according to Experian Simmons research." Presumably those viewers bear no resemblance to the pudgy, plastic-light-saber-wielding and wizard-costumed attendees of the sci-fi and fantasy convention I attended a few years ago.

"Banned in Boston" could take on a new meaning. Sister publication Promo reports that Boston's city council is prepping a series of workshops designed to circumvent future marketing brouhahas such as the Cartoon Network promotion in January that all but shut down the bomb-fearing city and the Dr. Pepper treasure hunt that encouraged participants to dig up a historic graveyard.

Neologism of the Week: "technosexual," courtesy of the folks at Calvin Klein. According to The New York Times, "last year, the company went so far as to trademark 'technosexual,' anticipating it could become a buzzword for marketing to millennials." Given that the same company thinks that CK in2u is a kicky name for its new fragrance, which is aimed squarely at the millennial generation, I doubt that any other great minds are planning to use "technosexual" any time soon.

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