Stop worrying about yesterday – what does last month look like?

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Far too many times when we start working with clients on their internet marketing campaign are we asked by the client to send daily/weekly reports and give them our insight about each day. This could be one of the biggest problems we are faced with. Companies online have become obsessed with data to the point… Read more »

Far too many times when we start working with clients on their internet marketing campaign are we asked by the client to send daily/weekly reports and give them our insight about each day. This could be one of the biggest problems we are faced with.

Companies online have become obsessed with data to the point that they stopped looking at longer-term benefits of any given campaign. “What did yesterdays Google campaign yield for me yesterday?” “on Tuesday we got 73 orders, today only 52, should we shut the campaign off?”

The fact is, there are fluctuations online that no one can really point to. I call it the Conversion Chaos Theory. Although there is no evidence of what causes cycles in ecommerce, they are there. Sure, there are the obvious holiday/vacation/weekend cycles that most retailers see, but there is evidence of chaotic cycles that could be attributed to complete randomness.

I would say that although we recommend looking at daily spends to make sure something really crazy is not happening, do not knee jerk your campaigns every day (or week for that matter) as to see the whole picture you really need a longer term sampling size. I typically recommend 3-4 weeks minimum before making huge changes. Always remember, data from failing campaigns will teach you just as much or more than data from winning campaigns. So waiting the extra time even on a failing campaign will surely teach you even more about your online business model.

Superbowl Advertising – Dont forget about online

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Every year in the ad industry, there is always buzz around the Super Bowl. Next to the Oscars, it is the most popular commercial spot to purchase because only a fraction (under 2%) of people will record the event to watch later. In general, everyone sees it live and does not skip commercials as they… Read more »

Every year in the ad industry, there is always buzz around the Super Bowl. Next to the Oscars, it is the most popular commercial spot to purchase because only a fraction (under 2%) of people will record the event to watch later. In general, everyone sees it live and does not skip commercials as they actually look forward to seeing them! It is actually the only reason my wife will watch the Super Bowl. One of the major problems we have seen is that most companies want to get really clever with their ad, sometimes to the demise of the actual branding they would normally experience with a traditional, informative commercial.  The thing that I have never understood is the lack of online “support” these advertisers plan for online. They spend $2.5 million on a commercial spot, but have almost zero visibility when it comes to relaying that message online. Let me give you an example:1. John Fan is sitting on his couch. It’s the 4th quarter, 1 minute 30 seconds left, score is tied 21/21. The Pats call a time out.
2. Commercial time!

Toyota has a commercial for the new oxygen-fueled SUV. It shows 4 girls in bikinis, driving down coast highway with a little tag line at the end of stating “you think it looks good. That’s nothing, it is fueled by oxygen.” and ends with a site promo: “Come to www.toyota-oxygen-fueled-SUV.com” too learn more.
3. John Fan thinks “holy $h^t” I have to learn more about this, but I better wait until the game is over.
4. The game comes back on, the patriots miss a 22 yard field goal and the Giants win in overtime on a kick off return.
5. John Fan is devastated. After awaking from drunken nap, he goes to his computer to read more about that cool oxygen-fueled SUV.
6. He forgets the website URL. No problem, he thinks, Google will find it.
7. Types in ‘New

Toyota’
8. Results for Camry’s pop up everywhere.
9. He types in ‘Oxygen Fueled SUV’.
10. Green-themed websites pop up everywhere.
11. He gets bored, turns off his monitor, and takes a nap.
12.

Toyota just lost John Fan.The pathetic part is that if

Toyota would have spent a lousy $10-$20k to backup their $2.5 million dollar Super Bowl ad, it would have made it so much more effective.Super Bowl advertisers! There is still time to optimize your ad dollars…give your local search marketing firm a call.

eVisibility named as 7th largest Advertising Agency in San Diego

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I am very proud today. My company, eVisibility, has made the San Diego Business Journal’s “Book of Lists” and is ranked 7th largest ad agency in San Diego. Companies need to submit their audited financials to be on the lists, and looks like our growth has shot us into the top 10! From the looks of it, I… Read more »

I am very proud today. My company, eVisibility, has made the San Diego Business Journal’s “Book of Lists” and is ranked 7th largest ad agency in San Diego. Companies need to submit their audited financials to be on the lists, and looks like our growth has shot us into the top 10! From the looks of it, I cannot see why we would not be #1 or #2 for 2007 figures…watch out world.