Find the latest insights, trends, and topics on B2B and healthcare marketing.

Measuring delayed response to online advertising

Third-party ad serving has tremendous benefits for brand owners by providing better visibility into the effects of their online advertising campaigns. Ad servers allow marketers to identify end users—and the actions they have taken—by storing server-side profiles on each user that lands on their site after clicking on an ad (known as a click-through), or […]

Location. Location. Location.

Almost any business owner you speak with will tell you the key to success is location. However, in the age of the information superhighway what exactly does this mean? Are they referring to their physical location, how it meets the demands of customers, suppliers, transportation, utility access, traffic count, ease of entry… the list of […]

Yahoo! Search Marketing Bowing to Google? or Ducking MSN?

The online edition of The Wall Street Journal reported today that Yahoo is testing outsourcing it’s search advertising to Google.  Several News sources have already picked it up, and everybody seems to think the move by Yahoo to test outsourcing search advertisements to Google is all about snubbing Microsoft. Driving off the aggressive MSFT bid. […]

Are you tracking the right Web metrics?

There is no denying the importance of measuring your Web site’s visitor actions, how else would you know if your site is working for you? But,  are you tracking the right metrics? I can’t tell you the amount of times I have been in meetings and conversations with clients and colleagues where the subject of […]

Mobile Ads Made Easy by Google and Apple

For many B2B companies, that are larger than 5 employees, Google Adwords, and other pay-per-click outlets, are still an emerging media advertising platform. So, mobile pay-per-click advertising lies well within the boundaries of new media. This unfortunately, is counter intuitive, as those who B2B companies are looking to target are the people most likely to […]

Does Patient Satisfaction Matter?

Healthcare Providers Lag on Customer Loyalty Metrics A lot has been written about how the healthcare industry is woefully behind most others in their strategic marketing competence, technology adoption, customer focus, etc. This is not news. Actually hospitals have been conducting patent and stakeholder satisfaction surveys for a long time. But how have they been […]

How Long is Search Data Useful for, and Why is Europe Deciding?

European regulations on privacy, collecting and retaining data are already much more stringent than those here in the US. A recent report published by the European Commission’s Article 29 Data Protection Working Party is recommending six months. Google  has been quoted as saying that they were the first company to make search logs anonymous and […]

Maximizing profits versus maximizing ROI

It is a common question in advertising, how much spend is the right amount of spend?  As any marketer can attest, answering this question is not easy — especially when it’s asked by your CFO.  A straightforward (but overly simplified) response to the question is, “you should spend as much money as it takes to […]

The science of the emotional brand

Scientific Evidence that B2B Customers Want, Need Brands We have been arguing for years that brands matter in the B2B world while showing data to support this assertion. Of course we like the irony of using science and facts and dollars to say that art and emotion and brands are the things […]

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