Tracking Your Competitors Online, Geographic Performance, Recession Marketing, Special K

September 8, 2008 | By Marc Porcelli | No Comments »

Being that this is an online marketing blog and having a strong interest in competitive intelligence, it only makes sense to focus on competitive intelligence. I came across two articles recently that readers should find interesting. The first, Six Ways to Track Your Competitors Online offers some basic techniques to use. Related is one of the most popular articles on this blog, Competitive Intelligence and Online Marketing.

Google last week announced the Geographic Performance Report. The report helps marketers (Adwords customers) understand the geographic distribution of their impressions, clicks and conversions down to the ad group level. This is great if for example you are bidding on a term, say dating and you see a lot of conversions, say in Hanover, NH. You would then want to target the Hanover, NH area further to, in theory maximize you ROI.

Harvard Business Review published two articles that can be tied into recession marketing. First, In a Downturn, Discounts Can Be Dangerous and secondly, Unleash the Emotional Appeal of Your Product. Both articles provide great perspective and gave me plenty of ideas.

Lastly, an article that I hope we all see the likes of more frequently, Kellogg: Digital ROI Surpasses That of TV. It seems that there are tons of articles and studies that land in my inbox about the benefits of BT, and this online service, and that online service…most just selling a service. As an industry we need more practical case studies with large brand advertisers such as Kellogg. I’m switching to Special K for now on!

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Category: Affiliate Marketing, Competitive Intelligence, Media Buying, Monitization, Online Marketing, Recession Marketing, Search Marketing

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