Software companies have a variety of promotional opportunities available to fill the sales pipeline and move prospects along through it. The particular techniques used and their individual priority depends upon a number of factors, including but not limited to market segment, product complexity, price points and length of the sale cycle. One of my favorite […]
Does Pay Per Click (PPC) Advertising Still Work?
Modern PPC advertising was pioneered in 1998 by Overture who was later bought by Yahoo. It really hit it’s stride in 2000 when Google introduced the AdWords platform. I’ve been managing PPC campaigns for myself and my clients since 2003. So while I haven’t been involved since the very beginning, I consider myself an early […]
White Papers in the High Tech and Software Marketing Mix
There are many marketing methods in Software and IT marketing that can be appropriate in some–but not all situations. I’d put White Papers in that category. The term “white paper” is a broadly used term, and can mean different things to different people. There are non-technical and technical white papers. I define a white paper […]
Which Online Advertising Platforms Should You Include in Your Marketing Mix?
I often write about online marketing, as many of my regular readers know. A frequent topic of mine is Pay-Per-Click (PPC) advertising, also known as Cost-Per-Click (CPC). Occasionally, people will refer to this marketing vehicle as Search Engine Advertising. What you’re hearing this called more and more is “Google Adwords”. HAS GOOGLE ADWORDS “BECOME” ONLINE […]
Pay Per Click (PPC) Online Advertising
It’s known by several names: PPC or Pay Per Click advertising, CPC or Cost Per Click advertising, or sometimes by the best known PPC advertising engine, Google Adwords. Pay Per Click advertising is no longer new; as a result, much of the “easy” money has already been made. But I’m struck by how many companies […]
