Digital Marketing and Web Strategy by Bob Hazlett | One Half Amazing!

Google content advertisers can now run what is called a network blast or surge campaign. It involves serving display ads from one advertiser on most of Google’s content network pages during a specific block of time, to users in a specific geographic area or age range. Basically they Nagasaki users with a display banner to get the most bang and awareness possible.

How big is a google network blast? On average, blasts can deliver 100 million ad impressions in 24-48 hours.

Michael Bloomberg ran a blast right before election night in NY to remind users to get out and vote. I wonder how they augmented it with search, social, email and traditional advertising?

The Google Adwords Agency blog indicate that blasts require no advance booking and deliver relevant ads at a much lower CPM than portal takeovers. I personally haven’t tried this, but would love the budget to get at it once or twice.

You know that blurb of text, usually at the top of your email message that reads usually like, “If you can’t view this email, click here.” Next time you send out an email blast to your customers, try to change it up and make it a little more enticing. Try something like “Save 25% on your next order, click here to view this email” or “Free shipping on us, click to view this message.”

Doing so helps get your offer in front of people who may have problems viewing your original message.

Inspiration via the Marketing Monster

Next time you’re in Times Square with your iPhone, download the Prius app and graffiti all over their billboard. I’m sure we’ll see more of these richer brand interactions in the future.

SEOMoz did a great Whiteboard Friday video on using SEO to grow and expand your e-mail marketing list.  Here’s the synopsis and corresponding video.

Step 1 – Attract the Right Audience
Target keyword searches in which users are looking to find out more or discover information related to your product or industry.

Step 2 – Deliver Compelling Landing Pages
Build your credibility right off the bat by providing guides, data points, reports and interesting blog posts directly related to the search terms the user found your site with.

Step 3 – Offer Something Awesome (and even Free)
Increase your signup rate by offering an extended report or content relevant to your user’s needs.

Step 4 – Deliver Non-commercial Messages First
Don’t try to sell the user something in their first e-mail message.  Fulfill expectations, grow trust and build great relationships before anything.

Step 5 – Iterate
Repeat your actions.  Keep getting better and improving on your results.  Tweak and test.

The trend for advertisers over the past year has focused on consumers being frugal, saving and budget conscience.  I think you’ll begin to see a new shift towards staying healthy, sanitary and germ-free as colder weather and (swine) flu season begins.

Gimmicks will always be there.  Step outside of traditional thinking and create real value for your users.  They’ll thank you much more in the end.