Top thoughts from BRITE 2014

brite_logo_2013[1]Last week I was at the two-day BRITE conference, organized by the Columbia Business School “brand leadership” think tank. BRITE is for the most part a series of reflections on the impact of technology, delivered by high-level marketers from large companies.

If there was a common thread, it was the impact of technology on a company’s ability to “tell a story.” That is, craft the brand image. We heard plenty of big-budget successes, and savvy marketers can indeed adapt to truly leverage the technology.

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Fake Google Ads

Today brings an amusing online marketing twist to a New Jersey Congressional election.

In NJ’s Third Congressional District, a candidate has appeared to run under the Tea Party line — only he was recruited by the Democrats to siphon votes away from their Republican opponent. (Welcome to New Jersey politics!)

faketeapartyadThe Asbury Park Press, who broke the original story, now reports that an unknown party is running AdWords pay-per-click ads for the Google search terms “Destefano” and “Peter Destefano” (the name of the candidate). Moreover, clicking them leads to a Tea Party website. It seems a piece with fake-candidate effort, and the Tea Party group denies running the ads.

The Tea Party group did the right thing and immediately updated their website home page with a disclaimer. They may turn the episode to their benefit, if there is anyone not completely fatigued by the shrill tone of the NJ-3 race.

The Lesson for Your Business

What if someone runs ads of a competitive nature against your firm? The likelihood of a situation like this is slim, but brings up a handful of useful points.

  • Updating your home page with a response may not suit you; it could confuse customers and distract other site visitors. But is there a technical workaround, wherein you configure the website to distinguish traffic coming from one site and serve up a special page? Normally, yes you can. Clicks from a website carry along with them some “referrer” data, and a savvy webmaster can show an alternate page to visitors from Site X. Alas, you can’t do that with Adwords ads that someone else controls; the referrer data is unreliable. Of course, if you run your own AdWords ads, you can tag them to track conversions.
  • If a competitor is running ads against you, why not click them repeatedly so their advertising budget is burnt out? Advertisers pay Google per click, after all. This practice, however, is known as “click fraud“ and Google has automated measures in place to detect it. Your competitor won’t be charged for clicks determined to be insincere.
  • This is yet another small reason why your website should be built with a content management system (like Drupal) that permits you to make changes quickly.
  • In some circumstances, you can push back right on Google. Two hours after the story broke, the Republican candidate began placing counterattack ads of their own on searches for “peter destefano” and “destefano”. Good for them, although they should have bid more for the top spot.

Update 10:30am: I could not help joining the circus, and am now running ads for this blog post. Incidentally, the “New Jersey” phrase below my ad indicates that I’m targeting my ads only to people in New Jersey. Although I do my consulting work for companies outside the Garden State.


Droll as it is, this episode is getting rather meta so I’ll stop there. Thank you for reading, and enjoy your weekend.

Nine Marketing Tasks You Shouldn’t Be Doing Anymore

For the marketer at a medium-sized company, the development of web-based apps has made some tasks obsolete. With some effort and startup costs, by 2009 you can stop:

Running your business without an intranet. A simple intranet can help you share files with remote staff, have discussions, host a wiki, and remain very secure. Open source website software Drupal is a perfect tool for this. Its user and group permissioning is particularly easy, and you can easily extend it into an “extranet” where your partners and commissioned sales reps get access to a portion of the site’s content.

Guessing at what your customers are saying in public. A few ideas: 1) Do a Google search for “better than [your-product-name-here]” or “similar to [name] — remember the quotes. There are a number of variations to this for tire-kicking customers; i.e. “also considered [name]” “looked at [name]“. 2) Yahoo Answers, especially if you cast your net to include competitor names. 3) an RSS feed of your keywords from Tweetscan. 4) an RSS feed of a Bloglines search. The signal-to-noise ratio of these channels can range from bad to good depending on your company name and sector, so it will probably require some tuning. And you’ll need someone to draw generalizations from the little data points. (Hello, summer intern!)

Paying to host webinars. For the medium-sized business that only does the occasional webinar and remote presentation, WebEx is a luxury. It’s a great service, but you can get the same effect with Zoho.

Asking someone else to change some text on your website. In 2001, websites were usually made on a PC and uploaded to the webserver. Dreamweaver was the norm, along with tools like FrontPage. Altering a page (e.g. adding news, updating a headshot) meant asking the IT guy or the web developer, who might have been offsite. Thus began the dance of request prioritization and email tag for reviewing the page. Now, there are sophisticated and near-free content management systems (CMS) that live on the webserver. To make a change, you log into the system through a web browser, and make the change yourself. The key is that you (and the other editors) can be permissioned to make only certain low-impact changes, and changes can be rolled back if you screw up. Good CMS’s include my current fave Drupal, Expression Engine, Joomla, and Movable Type.

Relying on a PR firm to monitor the news for you. A PR person still helps interpret news and coaches you through a response, but there’s no reason to lean on them as the source of breaking news about you and your company. For media monitoring, Google Alerts and Factiva ($) will get you 90% covered.

Paying lots for development of embeddable website widgets. Seen all over Facebook, widgets might make sense for your marketing. If your widget audience is in the tenthousands, then it probably makes sense to get professional agency work. But if you’re just running an experiment, DIY widgetmaker Sprout is worth a go.

Wondering which half of your advertising works. I’m looking at you, Ogilvy. There are a bunch of ways to reduce that “wondering” to a third or a quarter. Namely: Landing pages, conversion tools for PPC ads, custom URL’s for print ads and DM campaigns, and the filtering tools in web analytics. Integrating lead management tools like Eloqua and Salesforce helps you track conversions.

Speculating on how people get to your site. Knowing where your web visitors is not a new development, but it’s worth mentioning here for the smaller companies whose website statistics are accessible only through their webmaster or web developer. The point is that you can have online, free access to reports that show you the following: 1) which other sites are linking to you and how many people are coming from them; 2) what locations your visitors are coming from; 3) which ads they clicked; and 3) what search keywords your visitors used. Google Analytics is the best free tool out now, but there is a new free package called Piwik that bears watching. With GA, You can add fiters and goals to track these people through to conversion.

Paying for shopping cart software. I admit that the integration and setup of a cart will cost you much more than the cart itself. The bigger point is that quality of free ecommerce software is a lot better now than it was several years ago, and better-supported by a developer/user community. Old and confusing: OSCommerce, ZenCart. New hotness: Magento. Our pals at Avenue Verve, who are our preferred developers of ecommerce sites, swear by Magento.