There were so many internet marketing news stories today, that rather than give you a lot of commentary on one story, I'll give you a little commentary, but on a wide variety of stories. So here goes:
Ask.com Launches New Marketing Campaign
Starting next week and on the internet this week, Ask.com without Jeeves launches a new marketing campaign. According to an article in today's WSJ (available for 7 days here), Greg Ott VP of Marketing for Ask.com, says "It enables us to show the thrill of finding a shortcut or how simplifying a task makes you feel better, instead of feeling like you're swimming in a sea of blue links."
Huh? Makes me feel better? You know what would have made me feel better, how about putting some advertising dollars behind Jeeves to see what he would have done. If you want a better search try Rollyo or Swicki; the links are provided on the right margin on my site and you can test an Online Marketing Search or one on Bruce Springsteen. Check out my old post on the Butler Gets Fired for more.
DoubleClick Launches Dart Search
And in breaking news, DoubleClick announces that they now have a search engine optimization product proving that their product management division moves at the lightning speed of a glacier moving across Alaska. Nothing like a me too product development group, especially one that keeps its company on the cutting edge of online marketing. Trust me on this one - stick to Did-it (ignore the frog) or Atlas, or better yet, stay tuned to this website and I'll help you along.
Yahoo Stops Letting Bids on Trademarks
Yahoo announced today that they will no longer let advertisers bid on competitive keywords - for example, AT&T couldn't buy Verizon on its search campaign. Not that you could have bid on a competitive word anyway, because the major search companies didn't encourage it. However, there was a loop hole letting you compare services. For example, buy Verizon's keyword and run creative that says "Compare Long Distance Rates with Verizon".
Personally, I tried this multiple times while at different companies and I was never allowed to pull it off the way I wanted to run it. So, what's a veteran of the brokerage and telcom wars supposed to do? Simple, put comparison charts on your landing pages and your website so that when you get a click the competitive data is there.
That's it. Sorry it was all search related, but that was the really big news today. PardonMyFrench,