Posts Tagged Tom Polanski
The eBrand Media Quantum Marketing Theory: It’s all about the relationships!
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker
I think we can all agree that the internet is like a giant calculator. Our ability to track is unparalleled and still, money is wasted by advertisers. In this new economic reality, we’re discovering a psychology where decision makers are more hesitant to make changes, take chances and, instead, are waiting for the storm to blow over. In my opinion, when times are tough there’s a tension and fear in offices that’s absent when everyone’s feeling flush. The tendency is lay low and fly under the radar. This means that there is a real need to be careful about waste. There’s a fragility today and little tolerance for mistakes.
We conduct billions of dollars of business everyday via e-mail, IM and telephones and it’s easy to forget that we’re dealing, not with numbers only, but with human beings who are bundles of passions, hopes, dreams and fears. And we have relationships with them. We’re connected.
Work in social psychology, cognitive psychology, and anthropology is making it clear that all learning takes place in settings that have particular sets of cultural and social norms resulting in expectations. These settings influence learning and transfer in powerful ways. If this is true in the classroom, and if it’s true that your job is primarily that of a teacher, then you must ask yourself questions that can’t be quantified but affect the ability to actualize success for your client, your company and yourself. These include but aren’t limited to the following:
Posted by Tom Polanski in Advertising, Relationship Marketing, eBrand Media on December 30th, 2008
eBrand Interactive further optimizes its industry-leading suite of SEM services!
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
I’m pleased to announce that eBrand Interactive, a full service agency, along with its longtime SEM technology provider, have added new features to our exceptionally successful SEM suite. Already an industry-leader, the eBrand Interactive co-brand has rolled out improvements that have left our competitors grasping at our coattails.
The former SEM manager at Motorcycle Superstore, who has worked with, and for, many of the “celebrity” SEM companies, said to me after an in-depth review of our service, “your technologies, and the quality of your people, positions your SEM solution three to four years ahead of your competition.”
The eBrand Interactive SEM solution, which includes next generation technology guided by experts, will cut paid search costs and significantly increase revenue while enhancing the return on ad spend.
Typically, eBrand Interactive clients will see about a 35% lift in revenue and an enhanced ROAS, in the first 90 days, with significant incremental lifts and enhancements thereafter with the implementation of our SEM solution.
Although our SEM “secret sauce” includes the use of rules, proprietary technologies, tactics and strategies that can’t be duplicated or beaten; our accounts managers have their hands on the accounts of our client’s everyday. We’re not “black box” “set it and forget” company. However, we’ve discovered over the years that our technologies can scale paid search accounts in ways that humans can’t, so the use of artificial intelligence is an important part of our approach. But even though our system is rules based, it’s infinitely flexible; and is continually optimized to maintain the greatest economic values of our clients. Our account managers will modify or override paid search rules, whenever necessary. The client performance numbers we deliver are never skewed by anomalies. The team and the technologies work together harmoniously for the purpose of ensuring that we meet or beat mandated performance metrics.
We continually work to improve our system and the accounts of our clients with the teams at Google, MSN, Ask and Yahoo. In fact, we were the beta partner for MSN Search, MSN Shopping and Yahoo Panama.
Further on you’ll find a detailed overview of our co-branded SEM solution including the new services I mentioned. You’ll easily see why so many nationwide brands have moved management of their paid search and product data-feeds to us from in-house and from other companies:
Posted by Tom Polanski in Marketing, SEM, Trend Tracker, eBrand Interactive on December 30th, 2008
The eBrand Media Law of Clarity
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
In a down economy, marketing departments are among the first to see lay-offs. If you’re laid off and about to be, I think you have a great opportunity to pursue those passions you’ve always pushed into the background. If you could pursue a dream, and you were guaranteed success, what would it be?
One of my favorite sayings is, “Clarity, clarity, clarity. And when you think you have enough; go get some more”. If you’ve lost your job, I encourage you to grieve deeply for a period of time, and then to move into the solution. The solution for me always begins with a self-inventory. That inventory should result in three columns:
1. Personal assets or strengths. Work to maximize these.
2. Personal weaknesses or challenges. Find way’s to manage these.
3. Contrary actions. What would you do differently, based on your performance at your previous job, to become a better employee?
The inventory work I suggest takes self-honesty and courage. But the rewards are great. Take that list of contrary actions, print it out and tape it to your door so that you see it every day. It will help to make the small business which is you, run more efficiently and effectively. Remember that your future isn’t in a job. Your future is in you.
Posted by Tom Polanski in Personal Growth, Strategy, eBrand Media on December 15th, 2008
Dennis Consorte and David’s Cookies are class acts. They ROCK!
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
I’ve been in business a long time but it still thrills me when I run into a company that treats customers, employees and vendors with class. To be sure there are a number of definitions of class, but for me, class is when somebody, or a company, does everything the right way effortlessly. When that person or company extends itself, with graciousness, for the sake of others, even when it doesn’t have to, it’s classy.
Dennis and David’s Cookies, which includes Ari Margulies, and others, are by application of my definition, class acts. I include Ari in this because it all starts with ownership and management. The people they hire are a reflection of their beliefs and core values. I’ve never spoken or met Ari but think highly of him based on my interactions with Dennis.
I’m extremely confident that David’s Cookies treats it employees well because I am of the belief that a man of Dennis’s merit would’ve left long ago if he didn’t find his work environment engaging and fulfilling. I suspect that he feels that he is part of a team where his opinion is valued and his efforts appreciated.
Posted by Tom Polanski in Growing a Business on December 9th, 2008
Is Google blacklisting and penalizing organic listings to generate more PPC revenue?
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
I hope that everybody had a great Thanksgiving. I’ve spent the weekend broken down with the flu, which is the perfect time to lie around and think. This morning I was thinking about Google. In the last two months we have had 4 companies call us because their “free” listings disappeared. A couple of these companies dominate their category and had excellent listings under countless search queries to go along with rather hefty investments in Google PPC. The other two sites relied on “free” traffic only. These companies wanted us to use our connections at Google to “turn the switch” so that their listings would reappear.
We discovered that each company was out of synch with the Google webmaster rules in some way or another; but not in an egregious manner. In fact, these companies had been bending the rules for years. Why now I wondered? Was it just coincidental that these companies were nabbed right around the same time or was there; is there, a larger but hidden agenda?
Posted by Tom Polanski in Marketing on November 30th, 2008