Not too long ago, measuring return on advertising spending was a fool’s errand. Then came the internet and the rise of digital media and, suddenly, the impracticalities of tracking advertising spending gave way to a wealth of clickthrough and conversion data. Until now, most of that data has been confined to the online world and advertising campaigns which are in some way linked to online channels.

Before we write off the “bricks-and-mortar” channels as hopeless relics of a bygone mass marketing age, consider that technology may soon re-invent the offline advertising world. Take billboards. In the past, measuring the usage of a billboard required having someone stand near the board and record the number and type of people viewing the advertisement. Now, what if the billboard could recognize who was looking at it? The implications for advertisers are profound, but so are the challenges to privacy.

From Marty Neumeier’s Zagbook

Of course, a great brand is a precious asset, but marketing, PR, and the rest have their place and time in the marketing mix as well. Consider advertising. The beauty of Adwords and other PPC advertising is that businesses without a powerful brand can still compete and thrive in the market: “I’m a great lover. I’m a great lover. I’m a great lover. Click.”

What I am reading

URL’s are totally out In Japan, someone has taken the time to study how people really use search. Instead of listing URL addresses, innovative advertisers have started showing images of a search box with recommended search terms. A commenter mentions that this idea is reminiscent of AOL Keywords back in the 90s. Regardless of the origins, the idea is brilliant, assuming you’ve done the SEO footwork to ensure you rank first for your brand keywords.