Category Tom Polanski
Sustaining Customer Relationships in a Diminished Economy
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
When it comes to keeping your best customers, what methods do you use? The fact is, in a sluggish economy, cutting back on purchases and spending is what most consumers do first. Companies, on the other hand, figure they can afford to trim back their sales force, customer service staff, and their marketing budget. Those companies assume, without the support of sound statistical evidence, that they can manage search engine marketing, display advertising, and email retention programs in-house. They think they can handle it all themselves. Numerous case studies indicate otherwise while demonstrating that it is more cost effective and profitable to out-source to companies that specialize in a particular service.
Posted by Tom Polanski in Customer Centric, Tom Polanski, eBrand Interactive, eBrand Media on February 25th, 2010
Effective January 1st, 2010, Yahoo! will no longer support the Paid Inclusion (SSP) program!
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
As you’re probably aware, Yahoo! announced a strategic alliance with Microsoft, which is wending its way through the federal regulatory process, and which would position Bing to be the search and monetization engine for both companies. Yahoo! would focus on its strengths as a producer of Web media sites, from finance to sports, as a marketer and a leader in on-line display advertising that accompanies published Web sites.
It appears that Microsoft is pressuring Yahoo! to drop its successful and highly profitable Paid Inclusion program. The Paid Inclusion program has been a compelling and dependable source of revenue for advertisers. It consistently delivers a return on ad spend that surpasses Google, Yahoo Search, and Bing.
I can only guess that Microsoft is adopting Google’s view of ethical internet behavior and is dropping the program because it believes that it is duplicitous to allow companies to buy PPC advertising in an area of the web page that has been traditionally reserved for “free” or “organic” listings. It may fear that an association with a program that has been as controversial as the SSP program may degrade the value of the brand.
Posted by Tom Polanski in Tom Polanski, Trend Tracker on October 16th, 2009
Tom Polanski and eBrand Media thank Zappos for their gesture of genuine partnership!
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
A person can make a series of reasonably sound assumptions by the way a company treats it vendors. Savvy Senior Managers understand that the value they place on their vendors, customers and employees is directly proportionate to the value they place on their brand. Good relationships will always add to the brands equity.
Unfortunately, over the past 5-6 years, many managers, and merchants, have seemingly forgotten the importance of, and the investment needed, to build a brand. Most of the people I’ve met over the years have been driven by a direct return on investment now mentality. Too few were forward thinkers. These people wanted X number of dollars back for every dollar invested and many times, considering the gross margins they made, one could only arrive at the conclusion that they thought of their businesses the same way they’re customers thought of their homes; as ATM’s. I often wondered where the revenue was going. As far as I could tell it wasn’t going into creating a platinum level, end-user experience.
I think the companies that will thrive during this economic transition have been companies that have always had a coherent, cogent vision for the company’s present and future. In addition, management takes care of their employees; they create a positive environment and treat their people like a valuable resource. As a result, the return they see on the the investment they’ve made in their human resources typically exceeds the usual. These employees aren’t just showing up for work to trudge through another day.
Posted by Tom Polanski in Opinions, Tom Polanski, Zappos, eBrand Media on December 31st, 2008
Tom Polanski discusses the importance web site optimization
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
We’ve recently completed an analysis of the website of a nationwide brand. The company was under the impression that it was their media plan needed optimization, when in fact, we proved that it was the web site that was failing them. They’re getting targeted, motivated traffic but the site is not converting. The return on ad spend could be greatly enhanced for many, many companies if there was an internal commitment to test and optimize the website. We’ve learned that there are at least a few reasons why companies don’t:
1. Ego investment – The site was built in-house and leadership within the company is adamant that nobody knows their business like they do.
2. Hubris – Nobody would be foolish enough go into court without expert representation yet many think that they can go into the marketplace on their own. The thinking is that all one has to do is copy what they think is working for their competitors. What we often find here are competitors cannibalizing each others bad ideas. In addition, since we’re marketed to all day long it’s relatively easy to be seduced into thinking we’re experts by osmosis.
3. Lack of in-house resources needed to change and test.
4. Ignorance – An inability to associate website analytics with the causes and conditions that are degrading the sites conversion rate. Moreover many don’t even know that their conversion rate is lower than the industry standard. Ignorance breeds risk-aversion and fear.
Posted by Tom Polanski in Tom Polanski, Website Optimization on September 24th, 2008
Tom Polanski discusses most recent eBrand Interactive client success story
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
I’ve been asked over the years why eBrand Media doesn’t issue press releases regarding our success stories and our new client acquisitions. In addition, more than one has wondered why we don’t attend any the industry shows. The long and short of it is that we’ve always put all of our money into our people and into optimizing our systems so that we can actualize the most positive of results while offering industry-leading customer support. Those who are interested can go to eBrand Interactive to see a sample list of our clients which includes several leading, nation wide, brands.
However, let me make this observation regarding industry conventions including Ad-Tech, Shop.org and SES: I find it ironic that digital marketing companies still use booths, brochures and business cards to promote their companies. As a person who has attended numerous conventions I find them to be highly inefficient. I seldom remember who said what by the end. It is a great excuse for getting drunk with your marketing peers calling it business development.
That said, the purpose of this article is to discuss our most recent client success story so lets get started.
Posted by Tom Polanski in Marketing, Success Stories, Tom Polanski, eBrand Interactive on September 8th, 2008