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In marketing, with few exceptions, there’s no umbrella or blanket model that can be applied. Even if Coca-Cola’s omnipresent branding has worked over the decades because soft drinks are for everybody, most products are intended for select groups of buyers, target markets, with different motivations.

So, when we talk about concepts like “presence,” especially for online campaigns and search marketing, knowing where your presence is requested, even appreciated, is the fundamental first step.

Though that seems obvious, especially to those in the offline marketing biz, squeak about like a mouse at any search marketing discussion forum, and the concept of branding, or presence, is one that, when talked about at all, dissenting voices quaver with dismissal, asking in unison, “where’s the ROI?”

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