Feng-Gui’s Predictive Heatmaps Let Graphic Designers See Things Through Others’ Eyes
Nov 13, 2009 at 6:00am ET by Gab Goldenberg
Heatmapping tool Feng-GUI helps graphic design and conversion optimization professionals gain that much-needed distance from their work. The tool lets you upload an image and the software returns an attention heatmap overlaid on the image—even without any people having seen the image!
This is called predictive heatmapping. So how does it work and what good is it to you? The answers to that plus some real case studies, after the jump.
What is an attention heatmap?
An attention heatmap is a combination of two elements: eye-gazing, and predicted attention.
Eye-gazing simulates [...]
Filed in: Just Behave, Search Marketing: Landing Pages
Use Transient PPC Campaigns To Support Branding Efforts
Oct 28, 2009 at 12:30pm ET by Marty Weintraub
In today’s real-time brand management world, separate teams often control strategy and channel tactics for SEO, PPC, public relations, online reputation management and social media. In many cases, however, out-of-box thinking and creative silo-breaking to cross traditional boundaries can yield sweet marketing fruit.
Today I'm going to explore the systematic use of paid channels like AdWords and Facebook ads as channels for intervening in quickly moving public relations incidents. Ads can play an important role as powerful tools for supporting the usual tactics of social media and reputat [...]
Filed in: Brand Aid, Search Marketing: Branding, Search Marketing: Public Relations
WSJ: Advertisers Doing More And Less With Search
Oct 22, 2009 at 6:07pm ET by Greg Sterling
In case you didn't see it there was an article in the Wall Street Journal this morning that seeks to capture a kind of shift or broadening of advertisers' attitudes toward search marketing. Formerly search was something of an island and not well integrated into wider marketing campaigns. Many search + display studies and several years later it appears that marketers have developed a somewhat more nuanced view of search in the context of broader consumer behavior.
Here are some bits from the article:
Sprint is buying the top ads tied to phrases consumers tend to search for when they are clo [...]
Filed in: Google: AdWords, Google: DoubleClick, Search Ads: General, Search Marketing: Branding, Search Marketing: General
Mobile Answer Engines Battle Search Engines
Oct 20, 2009 at 2:39pm ET by Greg Sterling
A class of mobile "help" or "answer engines" has arisen as an alternative to traditional search engines. They hold out the promise more efficient, relevant or direct responses to queries than search engines can provide on the small screen. In several cases they involve the use of live human agents or a community of users to answer questions. Examples include Aardvark, ChaCha and kgb Answers. This "community answers" capability is also nascent within Facebook and Twitter.
Also in this category is the yet to launch "personal assistant" Siri, which taps artificial intelligence rather that rea [...]
Filed in: Google: Mobile, Search Engines: Answer Search Engines, Search Engines: Word Of Mouth & Buzz Search Engines, Search Marketing: Mobile
Landing Page Testing: Choosing Between A/B Or Multivariate Approaches
Oct 14, 2009 at 3:21pm ET by Daniel Waisberg
There are quite a few testing techniques available in the market. In this post I will dwelve into the two commonest testing methods: A/B tests and Multivariate tests. What is the difference between them? How can you choose which one best fits your needs?
Filed in: Google: Website Optimizer, How To: SEM, Search Marketing: Landing Pages
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