Yahoo! Search Marketing

The Dynamic Duo
August 1, 2010

When integrated, search engine marketing (SEM) and online display advertising can deliver far greater results than the same campaigns planned in isolation.

Macy's Takes its Memorial Day Sales Circular Online
June 1, 2010

Macy's tapped Yahoo this week to recreate its offline Memorial Day sales circular into a Smart Ad-powered pullover ad unit in Yahoo Mail, becoming the first retailer to run the advertisement. Yahoo worked with PointRoll to develop the rollover technology integrated into the Smart Ad. Clicking on it takes consumers to the Macy's home page, but hovering over it opens the unit into a full-page circular, taking up the entire page in Yahoo Mail.

SEM - Are You Winning?
June 1, 2010

To those on the fringes, paid search engine marketing (SEM) can appear to be black magic. There are so many variables to get right — keywords, ads, bids, landing pages, offers, etc. — and the competition can be brutal. Before you know it, you're spending more than you can afford just to stay in the game.

LinkedIn's Gamson Details How Web 2.0 Can Work for Your Business
June 23, 2009

With more than 41 million subscribers in its nearly seven-year existence, professional networking site LinkedIn is grabbing the social media headlines these days right along with Facebook and Twitter. In his keynote presentation at last week's DM Days New York Conference & Expo, Mike Gamson, LinkedIn's vice president of corporate solutions, revealed some of the secrets to his company's success, as well as tactics other direct marketers can use to make Web 2.0 more than just a buzzword.

ACCM Post-Mortem: A Last Hurrah?
May 19, 2009

This year’s ACCM, held two weeks ago in New Orleans, was the 23rd consecutive one I’ve attended. And like many of the sad few who showed up to this year’s, it left me longing for the good ole days.

Myriad Ways to Drive ROI via Paid Search
May 19, 2009

In a session at the Annual Conference for Catalog & Multichannel Merchants earlier this month in New Orleans, Kevin Lee, chairman and CEO of the search engine marketing firm Didit, and Amy Wong, e-commerce marketing manager at the women's apparel retailer New York & Co., presented several takeaway tips to help companies optimize their search marketing dollars across all channels.

Consumers Plan to Reel In Their Holiday Spending
October 7, 2008

The nation’s economic struggles will take its toll on retailers this coming holiday season, a recent survey showed. According to the Consumer Intentions & Actions survey from the market research firm BIGresearch, 39 percent of consumers intend to spend less this holiday season than they did last year, an 8 percent increase from last year. The recent survey polled more than 7,500 consumers. Here are some more findings of the survey. * 4.7 percent said they plan to spend more on gifts this year compared to last, down from 6.9 percent who said the same last year; * 31.4 percent said they plan to

Search Beyond Google, Part 1 of 2
December 18, 2007

As the influence of search engine giant Google, and to a lesser extent Yahoo! and MSN, continues to grow, many multichannel marketers have been left to wonder if there are any other avenues to reach an online audience. In a recent whitepaper from search engine marketing and optimization services provider MoreVisibility entitled Marketing Strategies Beyond Traditional Search, author Amber Frensley provides several ways to effectively market to your audience through less-traveled roads. Here are some options she advises trying out. 1. Contextual advertising. This involves advertising your product/service on such digital media as Web sites and mobile phones, primarily on a cost-per-click basis.

What Every Multichannel Merchant Should Know About Paid Search Performance Audits
October 1, 2007

As a cataloger/multichannel marketer, you’ve long understood the importance of double-checking all aspects of your marketing programs to make sure everything is in order. No doubt, you visit your printer when you’re on press to monitor print quality. You do bindery checks to inspect book assembly. You likely use mail decoys to confirm delivery. You also probably “mystery shop” your own company to monitor your call center and shipping teams. You surely double-check your printing and postal invoices for accuracy. The same attention to detail applies to online marketing. As paid search marketing grows in importance and consumes a larger share of catalogers’

E-mail Marketing: Avoid Being Flagged as Spam; Update SPF Authentication
September 11, 2007

An increased reliance on the Sender Policy Framework (SPF) authentication method to determine e-mail legitimacy was the key finding of Lyris’ E-mail Advisor ISP Deliverability Report Card for the 2007 second fiscal quarter. The study, which monitors deliverability rates for permission-based e-mail marketing messages, measured the full-delivery trajectories of more than 436,000 permission-based e-mail marketing messages using ISP domains in the U.S., Canada, Europe and Australia. Here are some of the report’s findings: * Permission-based e-mails make it into U.S. ISP boxes roughly 75 percent of the time; * topped the list with 97 percent inbox delivery, 10 percentage points higher than