I recently read a post about the cultural changes a company needs to make before engaging their customers on social media platforms.  The emphasis was on the organization’s readiness to have their dirty laundry exposed and their willingness to implement cleaning strategies to mitigate negative buzz.  I found this to be insightful, because many companies do not recognize how much organizational change management is involved in today’s digital marketing environment.
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Recently, a retailer was seeking to sell very high-end (>$1500) wireless speakers that were highly integrated with Apple’s iPod™. In developing a product’s marketing strategy, we conducted competitive research starting with some basic Google searches. Unsurprisingly, the Paid Search results included the manufacturer, Apple and a number of high-end electronic retailers.

However, the 3rd Paid Search advertisement was a firm specializing in providing speaking engagements involving celebrities (more…)

Working with many of our clients to establish affiliate marketing programs, Anova Group has observed a segment that simply drains your profit margins. These are affiliates offering marketing programs involving paid search. Many of these marketers are simply playing arbitrage with keywords that are easily managed internally. (more…)