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Issue 24

Finding and Choosing Professionals on the Web

By Joe Walsh and Sue Stock Allison

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Issue 23

Conceiving and Raising Brands

By Burkey Belser

Lately—well, in the last 20 years or so—we’ve noticed many of the brands we’ve created go astray. All the money, time and effort spent in creating the brand is forgotten, as the brand grows older. Recently—well, in the last year or so—we’ve determined to take a close look at this drift in order to help our clients sustain their brands.

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Issue 22

Marketing Hope Is Alive and Well:
Top Firm Marketers Reveal Their Plans for the Year Ahead

By Burkey Belser and Sue Stock Allison

We surveyed AmLaw 200 marketers and found that there is a planned uptick in some marketing activities on the horizon for the coming months, including some surprises. Read the full article as it first appeared in the ABA's Law Practice magazine.

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Recent Posts

Part 3: The Fifth Dimension - Display Advertising

By Joe Walsh

Posted on 04/10/08 at 4:25 pm

In our first two installments of “The Fifth Dimension,” we documented the shift by advertisers away from print to online advertising. Or perhaps it would be fairer to say that advertisers now include online as a significant portion of their overall budget. We noted how innovations in technology (the Internet, BlackBerries, cell phones, etc.) were driving that shift. We explained organic search engine optimization—what you can do yourself to improve your Google rankings. And we dove into Google’s paid AdWords program to introduce you to that arcane world of media buying.

As for our own experiments with paid AdWords? Last week we received five calls for engagements via Google AdWords. Three were a poor fit for us, but two were right in our wheelhouse! We believe this is because we took the time to understand the medium (We love Google but neither their sales people nor sales literature is very clear) and adjust our online presence to match our goals. If your firm has urged you to focus on sales leads in these troubled times, consider AdWords (and call us to help!).

In this final installment of “The Fifth Dimension,” we want to introduce you to the world of display advertising. Digital displays—the now ubiquitous banners and other rich media (video, sound, etc.) you encounter every day on the Web—account for one-third of all online spending:

Pie Chart

Source: ZenithOptimedia Group, December 2006, Via eMarketer Inc., New York; “2007 Marketing Fact Book“

You just heard about our success with AdWords (cf. chart above: 45% search), but according to Razorfish, “Media purchased on Yahoo! has shifted aggressively from search to display advertising.” In other words, you can expect to see the display segment grow over the coming years in proportion to the overall pie.

Great online display advertising—like all advertising—requires great creative and a smart media buy. In Part I, we reported where C-suite buyers were spending their online time. Those broad statistics, however, reflect the habits of all executives but do not reflect the specific interests of your buyers. Finding niche sites and blogs for your targeted ads will improve your effectiveness and stretch your advertising dollar.

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