Secrets About Google AdWords

Here are two informative clips about Google AdWords. The first is a short clip on improving your "QS" Quality Score, while the second is quite lengthy and discusses concerns with adwords. You may chose to archive the second video for later.

Google Behaving Badly...

Why do all good things come with bad consequences?

This decision shows a lack of social responsibility. However, as you have just learned, there area few steps that you can take to restore (to some degree) your privacy.

Social Responsibility: To Be, Or Not To Be

Thomas Friedman penned the best selling book, The World Is Flat: A Brief History of the Twenty-First Century. It looks at globalization and its impact on commerce. Advances in technology have leveled the playing field allowing for competition from unlikely sources. With improved technology, corporations and individuals are able to promote themselves and products to the masses. A challenge for some is maintaining their ethics resulting in a lack of social responsibility.

There are a number of actions that would constitute unethical behavior. I found an article that highlights five unethical marketing practices:  (1) promoting a sub-par product as the best in class, (2) contacting people without permission, (3) misrepresenting what a customer will get, (4) refusing to address a complaint and (5) having an incomprehensible privacy policy. If you want to read the article, click on this link http://www.sitepoint.com/unethical-marketing/ . Why would a company willingly embrace such unethical behavior? In one word, greed. Some people are willing to do anything to make a sale and anything to prevent losing the sale revenue. Another highly visible topic is consumer privacy. It is a very sensitive topic that elicits palpable opinions. Companies want to take advantage of the number of customers in their database by selling their information. However, the company rarely explicitly states how it will handle a customer’s private information. Once such an action has been completed, countless consumers are left frustrated, angry and vengeful. The company apologizes and asks for forgiveness, yet adds the revenue to the bottom line. Stealth marketing, another form of unethical tactic, is the practice of hiring professional actors and bloggers to promote your products and/or you to drive profits. This practice is being targeted by the FTC.

Policies have been implemented to safeguard workers and society from corporations. Some argue that there is too much regulation that stunts growth and increases prices. Nike received negative press pertaining to child labor ex-US. Additionally, a lack of social responsibility has been determined to be the cause of two recent accidents in China. In the report, http://www.worldwatch.org/node/3859 , toxins were release into the Songhua river and 171 miners were killed due to a lack of social responsibility.

Inappropriate tactics and outcomes associated with failed social responsibility have been discussed. Has anyone gotten it right? The Disney Corporation comes to mind. When people hear the name Disney, most envision children with bright smiles on their faces with eyes full of excitement as they look at Mickey, Minnie and Cinderella; pure happiness and joy. Unfortunately, there are child predators in this world that will rob children of their innocence. Disney has developed a wonderful website for adults, teens and younger children. They understand the inherent risks associated with online activities and children. That’s why they developed a document discussing Internet safety (http://disney.go.com/guestservices/safety) for youth and a contract for parents and children.

Social responsibility is a choice. Corporations and individuals make the decision to do the right thing. Whether it’s telling the truth on a dating website or reporting failures at plants housing dangerous chemicals, doing the right thing will lead to better outcomes for all parties in the long-run. A lie or cover-up is always worse than the act itself.

http://www.portent.com/blog/internet-marketing/ftc_rules_stealth_marketing_un.htm

Gym Shoe Style

Many of the major athletic shoe manufacturers have added a new wrinkle in this highly competitive space. Customization. You can now stroll along the boulevard in one of a kind Chuck’s, conquer the road in eye popping color, and dunk on your opponent while he reads your name as your feet cross his face.

Athletes and other consumers have clamored for this feature and now it’s here. Customization is no longer restricted to suits, homes and cars. If you can envision it, there is a good chance you can create it through Nike, Converse or Reebok. This feature is available for casual, running, basketball and soccer shoes. If “flare” is your style, check out the links below a video reviewing the process and sites to put your creative juices to work!

These products are another example of how consumer feedback/demand has driven change.

Submitted by: Paul James

http://www.youtube.com/watch?v=OJEqoxurEl8&feature=em-share_video_user

http://www.converse.com/#/products/shoes/converseOne/scratch/all

http://store.nike.com/us/en_us/?l=shop,pwp,c-1+100701/hf-10002+12001+50144+4294966954/t-Men%27s_NIKEiD_Custom_Shoes

http://shop.reebok.com/us/custom/your-reebok

A good reputation is good for business: A look at Nike

The dictionary defines reputation as: (1) the views that are generally held about somebody or something and (2) something that somebody is know for; particular qualities or attributes. Cartier is known for fine jewelry and watches, Marriott - hotels and Ferrari - beautiful sports cars. Nike is recognized as one of the leaders in sports apparel, primarily shoes.

Phil Knight has built Nike into a multibillion dollar company based on the reputation of the product and customer service. What has taken decades to create was recently threatened by two events: child labor in Asia and the infamous Tiger Woods scandal. Why did these events threaten Nike's strangle hold on the market? A damaged reputation! No one questioned the functionality of the shoes or clothing. The issue is choosing to be a supporter of a company that supports child-abuse and a serial adulterer. Phil Knight did the unexpected by taking responsibility for the child labor matter and voiced his commitment to addressing the issue. His accountability was well received, however, there were still questions about manufacturing improvements worldwide as of 2011. Regarding Tiger, he stood by him (when others abandoned him) during a very difficult time despite open criticism from numerous people.

So, what do the previous stories have to do with digital marketing? Because of the information highway, confirmation of the "sweatshops" and poor behavior of a primary spokesman spread faster than a wildfire. Individuals monitor developments pertaining to these issues and post about it. Such activities affect the reputation of the brand which affects the revenue stream.

It is very important for companies to protect their reputation. This can be accomplished with web analytics. Constant monitoring the web for buzz about their brand will allow them to adjust to positives and address negatives.

Submitted by Paul James

http://www.reputationmanagementfor.com/blog/tag/nike/
http://www.brandchannel.com/brand_speak.asp?bs_id=77
http://www1.american.edu/TED/nike.htm
http://www.globalexchange.org/sweatfree/nike/stillwaiting

Top 10 Advantages to Digital Marketing

Here's an article that highlights the benefits of digital marketing. I hope you find it useful.
http://webtotalmarketing.articlealley.com/top-10-advantages-of-digital-marketing-1317428.html

Digital Marketing and Washboard Abs?

Have you heard of P90X? Crossfit? Insanity? If I were a betting man, I would say yes. There has been an explosion of interest in the three aforementioned fitness programs across the world. This trio has taken over the health/fitness market space. Why? Because these programs work! And they have excellent marketing strategies.

Before I discuss some of the strategies employed by these companies, let me introduce you to Beachbody and Crossfit. Beachbody was founded by Carl Daikeler and Jon Congdon in 1998. Their objective was to help people lead healthier lives while achieving their goals.(1) Beachbody has a number of programs and supplements available for people who want to get in shape, http://www.beachbody.com/. They created exercise programs that eliminated the hurdle of leaving the house to go to the gym. This approach has definitely worked.

Crossfit, Inc. was founded by Greg Glassman in 2000. This program is designed to improve ones fitness through constant varied exercises, www.crossfit.com. This approach maximizes muscle confusion which stimulates the most growth. (2) There are over 4,000 affiliated gyms helping people get in shape.

How did these companies garner such support for their products? Digital Marketing. Beachbody's P90X product and developer, Tony Horton, can be seen on Facebook, Twitter, infomercials and in your "Inbox", http://www.bing.com/search?q=p90x&form=MOZSBR&pc=MOZI. If you have been following politics, you also know the Mitt Romney's running mate uses P90X daily and leads a group in DC. Now that's an endorsement! Politicians can't work together to solve major problems, but they will exercise together. Hey, it's a start. Beachbody touches its target population through many different media and often. Crossfit uses the internet to inform its existing customers and potential customers about current events; exercise of the day, upcoming events and certifications to name a few, www.crossfit.com. They have also created an environment of consistency. Certifications generally occur on a set schedule creating "graduation classes" which strengthens the bond between its trainers, aka walking build-boards.

Digital marketing and washboard abs. Who knew?

For more info on digital marketing, review the readings via hyperlinks below:
http://www.forbes.com/sites/louiscolumbus/2012/09/06/lessons-learned-at-stanfords-digital-marketing-program/
http://thefuturebuzz.com/2010/01/04/digital-marketing-strategy/