news

 
In a major policy change affecting brand name bidding, from 5th May Google will permit brand names to be used as triggering keywords.

Google state that ‘Beginning 5 May 2008, keywords that were disabled as a result of a trademark investigation will no longer be restricted in the UK and Ireland’.

Currently if you search in the UK for HSBC - the well-known bank brand trademark, you won't see any paid adverts.

With the new policy, potentially, competitors of HSBC such as Halifax and Barclays could advertise on that pure brand-term keyword to "hijack" a proportion of the brand traffic, although the quality score from higher clickthrough rate on the recognised brand will mean that this is usually top.

Click here to read the official Google post on the change of policy.

Click here to read the excellent article ‘Category 5 Alert for all UK companies using Google Adwords’ by Dave Chaffey.

 

Fat Media have recently launched a website to promote the works of local artist Wyn Abbot.

The main objective of the website was to clearly highlight the pieces of work by Wyn. This is achieved through the advanced gallery tailored by Fat Media. This gallery resizes the image to the frame and fades out the background to give the image maximum impact.

 

Click here to view the gallery.

 

Email marketing can help you achieve a range of online marketing objectives, ranging from tangible revenue increases through new and repeat sales, to ‘softer’ benefits such as improved branding.

 

It is best used in tandem with other forms of online marketing, so how you split your budget is something you’ll need to plan carefully – there is a balance to be found.

 

Five reasons to use email marketing:

 

Email can help you achieve your business goals
Want more customers? More leads? More sales? E-commerce is booming and a well-planned email marketing campaign can generate high response rates, allow you to get the word out about offers and discounts, and create opportunities to cross-sell and up-sell. The measurability of the medium means that those benefits can be demonstrated in tangible terms.

 

Brand awareness and credibility
Creative email campaigns can help you engage your customers in an informative and entertaining way.

 

Cost Effectiveness
Email is much cheaper, more measurable and can be better targeted than traditional direct marketing. Sending out the right messages at the right time can also help you retain customers – retention is much cheaper than acquisition.

 

Customer intelligence
Email marketing is highly measurable and each campaign gives you the chance to analyse customer feedback to see which offers and products individual customers are interested in.

 

Improved overall online marketing
Data gleaned from email campaigns can help you improve the effectiveness of your other online marketing activities. Email marketing is also a good chance to develop and update your in-house customer database.

 

Fat Media have an experienced email marketing team who can help you with the creative, transmission and reporting of campaigns.