Archive for November, 2008

The Internet proved to be an invaluable tool for the Obama campaign. First indications are that the Obama presidency will continue to make unprecedented use of digital communications as both a governing tool and a way to foster better interaction between the people and government.

The Obama campaign posted behind the scenes photos on photo-sharing site Flickr of Obama, his family, and friends as they waited for election results . The pictures generated so much traffic that Flickr became briefly overloaded.

In addition, Obama’s transition team website is soliciting ideas for solving the country’s problems. Check it out at  the Open Government section at change.gov .

Obama’s campaign will be studied for years to come by both political and business marketers. His use of digital marketing for building and maintaining support was exceptional.

One small example.  If you contributed to Obama’s campaign you received an email from  Obama on election night, saying “I’m on my way over to Grant Park in Chicago.  Just want to thank you for your generous support.”  Something like that went out to millions of supporters.

Nice touch.

It was only a matter of time before technology made behavioral targeting bigger and badder. This is evident in the number of companies at Ad Tech offering behavioral targeting service. The analytics you can now access about a person’s browsing behavior are quite astounding. Yes, you can construct a browser’s navigation path using Google Analytics – but it would be pretty laborious and the depth of info you get wouldn’t be as powerful as the paid services I’ve seen here – for example, Webtrends.

Behavioral targeting is fine as long as it is confined to the the website that the browser opted in from. Following the browser beyond the site he opted in from, and using that info should be a no-no.

There is no doubt that formulating and delivering  ad messages according to browsing behavior is a massively effective advertising weapon. The key to making behavioral targeting work, of course, is getting people to opt-in. Once you have that, you have access to a mountain of useful data.

If you want to see a powerful, advanced technique for getting opt-ins, check out my article Squeezing More Juice Out of Your Squeeze Pages. Or check out my services at www.YourMarketingRoadmap.com

One company at Ad-tech NY that I believe can be very useful to entrepreneurs and small businesses is Blogvertise. Their service enables you to leverage the power of blogs for your search marketing efforts.

Blogvertise has a network of blogs. Depending on the package you buy, you can either pick or let them pick the blogs you want to appear on. The blogger is notified about your blog/content and the anchor text links you want. They write about you in a post (or post a link on the nav bar of their home page) using your anchor text link. If you don’t like what they write you can delete it.

It’s a simple way to generate buzz. In addition, the ability to place your anchor text links in their blog network helps raise your search marketing profile for the keywords you want. And it’s quite affordable.  Prices depend on the quality of the blogs that are chosen,  and range as low as $4.00. Check it out at www.blogvertise.com

laltman

Ad:Tech NY Note

Went to Ad Tech Expo in New York. The Hilton is a little crowded for this size event, but so be it. As expected, most of the exhibitors are geared toward companies with fairly large ad budgets, and the agencies that handle them. But a few companies do have something to  offer entrepreneurs and small businesses. I’ll talk about some of these companies in the next few posts.

As the name of the event implies, it focuses on advertising technology – online programs, systems and services that enable advertisers and publishers be more effective. Sounds kind of insular at first, but then you realize that Google is almost totally built on advertising technology (Adwords).