Zig.marketing has
been named the digital agency of record for three Sherwin-Williams brands,
Dutch Boy®, Krylon® and Pratt & Lambert®. Zig is helping Sherwin-Williams
make a commitment in the digital space to stay ahead of a changing media
landscape, and do an even better job of talking to and inspiring new and
current customers.
I must commend
Sherwin-Williams for this move. While I don’t know the work of Zig.marketing, I
applaud Sherwin-Williams for recognizing that standard advertising doesn’t
work, and for understanding the value of reaching and engaging their customers.
This is another major brand that has axed a significant amount of traditional
media to move into a space where purchase decisions are being made.
And yet, so many mid-market
brands, continue to resist the benefits of internet marketing. Of course, the
marketing director who doesn’t understand it is afraid of it – but the advice I
have for you is simple: Adapt or you will become redundant anyway. Its just a
matter of time. Your internet marketing strategy should include micro-sites,
landing pages, banners, organic and paid search, blogging and micro-blogging,
and email.
The truth is mid-market firms are more mobile, should take more risks to compete with larger brands, and should use every advantage they can. What do you think?
- Duncan Alney Facebook | Twitter | Naymz
Interview with Jamie Smith, Engine Ready
Talked with Jamie Smith from Engine Ready recently (sorry about the spotty video. This was recorded on the fly with a flip and not our normal video crew). Anyway, here are the 4 components of a successful paid search strategy
Visibility
Make sure your campaign have visibility with your target audiences.
Ad creative
Ensure that you have the right keywords and that you’ve tested and are measuring the click through rates.
Continuity
You’ll be amazed how many times landing pages have no keyword continuity with the ad creative.
Conversion
Measure the conversions! Look at conversions by campaigns and dig deeper into what is generating the best results.
And make sure you measure these key performance indicators – impressions, click through rate and conversion rate.
So at the end of the day, these are pretty intuitive. Testing is obviously key and measuring by the hour! There are a lot of "haters" when it comes to paid search marketing. I think there is a time and place for a paid strategy especially when your organic strategy isn’t where it needs to be yet.
