For Immediate Release

Drake Morton
DRAKE MORTON & ASSOC INC
(310) 734-6239
(818) 991-2538
drake@drakemorton.com
http://www.drakemorton.com

Tough Times Call For Immediate Actions

Westlake Village, CA - August, 27 2008 - Number One Rule for Business Owners, “Communicating with your customers should be at the top of your To Do List.” “In order to compete in today’s marketplace, it’s absolutely essential that businesses know their customers.” You must be Smarter, Faster and Sharper then your competitors.
(more…)

You need to Understand This: Drake Morton

Thoughts On Demographic Search Engines

by Rob Garner , Wednesday, August 27, 2008

ON FRIDAY, FELLOW SEARCH Insider columnist Janel Landis started a discussion around the viability of demographic based search engines. This is in the wake of recent publicity around IAC’s  RushmoreDrive, which themes its algorithm as a “search engine for the black community,” and is based on  Ask.com search history,   geographic research (also referred to as “geo-biasing”) and focus group research.  After a few days of reviewing the results, it appears to me that demographically targeted engines may have a strong shot at developing a user base, and that IAC may have a shot at regaining some lost credibility as a top-tier search provider.
(more…)

If you can afford it, Go for IT: Drake Morton

New Clients Embrace DRTV as Sales Soar

Digital platforms, economy and marketer demands for better ROI and pricing spur surge

Aug 25, 2008

by Steve McClellan

NEW YORK When Coca-Cola first introduced its “My Coke Rewards” program in 2006, the global soft drink marketer used relatively little direct response TV advertising to peddle its products. But last year Coke significantly boosted its DRTV advertising to promote the rewards program, which steers consumers to a Web site where they can enter codes collected from purchased Coke products to exchange for free merchandise.
(more…)

Very Interesting Information: Drake Morton – Drake Morton and Associates, Inc.

The Next Target: Addressable TV

by Steve Smith , Friday, August 22, 2008

AT OMMA BEHAVIORAL IN July, former TACODA Chairman Dave Morgan advised the industry he helped proselytize, if not invent, that the next frontier for behavioral tracking was the living room.  Addressable TV promises to bring Internet-like interactivity and marketing accountability to the set top box. (more…)

Very Good Read: Drake Morton – Drake Morton and Associates, Inc.

Insert-Personality-Here.com:

The Pros and Cons of Demographic Search Engines  

By Janel Landis , Friday, August 22, 2008

THERE HAS BEEN MUCH HYPE over the last few years about vertical search engines and how they will change search marketing; however, in addition to the fact that most have failed to attract sizeable user bases, most vertical search engines do not have paid inventory available or are filling the space with Google or Yahoo ads. In light of this, there is an intriguing new trend emerging in niche search engines. A few months ago, Ask.com announced it was focusing on the female searcher, attempting to position itself as a demographic search engine. After all, as search marketers, we love to leverage every level of granularity we can get our hands on, right? (more…)

GREAT: Drake Morton

Advertising Forecasts Are For Suckers

by David Koretz , Thursday, August 21, 2008

The online advertising industry is ground zero for industry analysts who make ridiculous predictions to attract attention.

Worse, it is a vicious cycle.

The bigger the prediction, the more likely it is to be quoted by venture capitalists, reporters, industry pundits, and CEOs of start-ups looking to raise funding. The more you get quoted, the more reports you sell. So analysts are incentivized to produce ambitious, if fictitious, numbers.
(more…)

Great Article: Drake Morton

Emotion And The Formation Of Brand Memories

by Gord Hotchkiss , Thursday, August 21, 2008

How beliefs can affix labels to brands, which forever after form our first brand impression. Beliefs are a heuristic shortcut we use to reduce the amount of sheer thinking we have to do to come to quick and efficient decisions. Today, I’d like to focus on emotions and their part in the forming of memories.
(more…)

It’s more then Clicks: Drake Morton

How can behavior tracking help increase e-mail marketing ROI?

By: Lisa Cramer
Answer: How do you measure e-mail marketing ROI? By the number of opens, number of clicks or number of hits on your Web site? Real ROI is more than that, and there are a few other metrics that you should track that denote success or its lack. E-mail marketing ROI should be measured by the number of qualified leads or the conversion rate of leads generated to deals sold. How much revenue was generated by that e-mail campaign? In order to get to the point where e-mail marketing generates more than clicks—and generates leads that convert to opportunities and sales—one must differentiate clicks from interest and, further, instill a nurturing process.

(more…)

Very Important Read: Drake Morton

A Numbers Game

by Ari Rosenberg , Thursday, August 7, 2008

It’s tough going right now for many publishers. You can feel the stress and anxiety levels rising when you look at revenue numbers not being met. And the numbers are everything — so what can you do to get better, faster, than your competitors?
(more…)