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In the traditional offline world, direct marketers have the mnemonic, "list-offer-package." The largest factor in determining the success of your marketing effort is the list, or the population you're reaching.
Why are some websites so good and some so marginal when it comes to usability? After judging this year's finalists for the MultiChannel Merchant Best-Of-The-Web awards, one sees some very large sites dropping the ball, and some tiny sites hitting homeruns. When it comes to web usability, you don't always have to be big to be great.
Google was born from algorithms, Yahoo was born from human editors, and those earliest influences still reverberate.
Dayparting PPC bid algorithms need to differentiate between time-of-click and time-of-order, matching each order back to the click responsible for it.
For the retailer concerned with using online ads driving online sales, when the pundits preach spending more on poorly-performing high-volume terms because they "play an important role on the top of the conversion funnel", we'd respond "maybe, maybe not." Proceed with care, testing and tracking as you move ahead.
We're folks from the Rimm-Kaufman Group, a search marketing agency located in Charlottesville, Virginia. We started this blog to share our ideas about online marketing. We hope this blog helps clients, prospects, and potential employees get a better sense of our perspective and values.