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Fuor Digital Blog: Mastering the Digital Media Mix
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Using the Last Click to Determine Online Media Budget Allocation
Monday, September 08, 2008 (41 reads)
This article on the Wall Street Journal is the most recent that discusses the disparity of spending between search and display advertising. According to the November 2007 online advertising spending report by eMarketer, 42% of all online ad spending will go to search engine marketing while only 21% of all spending will go to online display ads. This balance of spending is due to the fact that many advertisers are only seeing “last-click” data and the last-click tends to be the click coming from paid or organic search traffic. The fact is that at some point, even for the largest search engine marketers, the volume of available inventory caps out for any advertiser because they are dependent upon users searching for their terms. For very niche markets, there is typically little to no inventory available. Meanwhile, online display inventory is growing exponentially. Each day, millions (billions) of new pages, blogs, videos, etc. are generated with available ad space. In addition, the technology and targeting options for display are evolving faster than search engine marketing, so the tools to deliver more relevant and targeted ads is increasing. It is very similar to what we see at Fuor Digital when it comes to traditional media....
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Applying the Philosophy of Mastering the Digital Media Mix to Bob Parsons 16 Rules of Success. Part III
Thursday, July 24, 2008 (57 reads)
4. Accept the worst possible outcome.
When it comes to online media marketing and the current buzzwords of the day (viral marketing, social marketing, user generated video, etc.), we are held to a standard that is unprecedented in media marketing. Prior to every campaign we are asked and we diligently provide, projections on the return on investment of our media spend. The Digital Media Managers at Fuor are constantly working with the Digital Media Technology Team to determine appropriate response and conversion metrics for online display, email marketing, search engine marketing, SEO and mobile phone marketing campaigns.
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Applying the Philosophy of Mastering the Digital Media Mix to Bob Parsons 16 Rules of Success. Part II
Monday, June 23, 2008 (100 reads)
Rule 3: When you are ready to quit, you're closer than you think.
I have great admiration for those companies and individuals that stuck it out through the dot-com implosion in 2001. They have been rewarded for their fortitude and their diligence. Without them, we would not have Amazon.com, Razorfish, Agency.com, Organic, 24/7, or Platform A (AOL). We find that passion today within Fuor Digital. The measurability and immediate understanding of the return on investment of online media encourages our Digital Media Managers and Digital Media Technologists to never give up and continue pushing the throttle of performance.
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Applying the Philosophy of Mastering the Digital Media Mix to Bob Parsons 16 Rules of Success.
Friday, June 13, 2008 (98 reads)
We host Fuor.net at GoDaddy. I have been in Web Development for 15 years and I have never found such a low-cost, reliable, customer-service driven hosting provider as this. So, being the fan of entrepreneurs and enduring great companies that I am, I did a little research into the company's founder, Bob Parsons. Bob has a list on his blog of his 16 rules for success. I thought it would be fun to apply Fuor Digital's philosophy of mastering the online marketing mix to each one of these value statements. I will break this endeavor down into several postings on our "Mastering the Online Marketing Mix" blog.
Rule 1: Get and stay out of your comfort zone.
The online marketing industry changes every single day. It has been doing so since 1994 and the rules and best practices behind digital media will continue to change on an almost weekly basis for the next 15 years. It is imperative that those individuals and companies that are seeking to master the online marketing mix embrace change and develop a culture and a group of talented individuals that are familiar with and comfortable with constant change. As Fuor Digital's Director of Media Technology likes to say, "we are in the top half of the first inning of the online marketing game."
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Viral Marketing – An Art, A Science...Doing it Right Proves to be Not Easy, Not Cheap, and Definitely Not Free
Thursday, June 12, 2008 (95 reads)
As a digital media marketing agency, we at Fuor Digital are often approached to deliver “viral marketing ideas” (also known as “online stealth marketing”, or “online guerrilla marketing) as an “inexpensive”, “cheap” or “free” approach to promoting a brand. Our typical response is that we would first like to engage in online media best-practices as there is tremendous value behind integrating a well executed online media campaign into the overall media mix. We are not opposed to developing viral marketing ideas, in fact with the right brand, the right creative/brand marketing agency behind the brand, and the appropriate investment, the ideation process is not only fulfilling, but has proven to produce incredibly effective media campaign ideas.
Today we profile several viral-marketing-gone-wrong and viral-marketing-done-right techniques to illustrate not only the fact that true viral marketing takes a significant up-front investment, but the costs of a back-fire can be tremendous.
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