February 2008
Oneupweb is Hiring.
Due to remarkable growth over the past year, we have added a number of positions that we are looking to fill with talented, creative individuals. Open positions include: Senior Web Developer; SEO Project Manager; PPC Project Manager; Graphic Designer; and Software Developer. Please check them out and share with your friends.
Bald Eagles Take Up Residence.
A few bald eagles have recently made their home outside of Oneupweb. Perhaps you’ll catch them on our new webcam overlooking Grand Traverse Bay in Traverse City.
January Blog-of-the-Month Announced.
In January our blog-of-the-month took a political turn with Steve’s thoughts on the Democratic Debate – Capitalizing on Heated Exchanges. You can read this and other frank, lively posts about our industry at StraightUpSearch.com.
Oneupweb Redesigns for Greater Usability.
Our designers have been busy tweaking our home page, enabling greater usability. And they didn’t stop there. Our StraightUpSearch blog has a whole new look, and the Oneupweb White Paper Library has been re-organized with important industry categories in mind.
Subscribe now to receive timely, informative articles designed for the busy online marketing executive. Every month you'll receive a summary page of the latest issues with a short introduction to each article. With one click you can access a complete article and read it then or download it for later. For past issues, visit the
OneUp Low-Down™ archive.
OneUp Low-Down™ archive.
Oneupweb Eye Tracking Services Now Available.
Look at your website through the eyes of a typical visitor – literally – with Oneupweb Eye Tracking. You can see what on the page is attracting them, and what they’re ignoring. And you can make the necessary adjustments to any aspect of online communications – including design, usability and features – to facilitate increased clicking where you want them to click. Because more clicking equals increased sales. Contact us today to learn more. New Social Media Marketing Study Released.
Oneupweb helps you capitalize on the 2007 social strategies and tactics of some of the year’s hottest products and retailers in our new study entitled Social Media Marketing Hits and Misses: How 2007’s Hot Holiday Products Performed Online. Learn what worked, what didn’t and what you should be considering in 2008. Download your free copy today.Oneupweb Adds Two New Survival Guides to
Our Growing Library.
Our Growing Library.
Want to learn more about eye tracking? Well, Oneupweb has all the information you’ve been waiting for in a handy little guide. Best of all, it’s completely free. Download your copy today. And be sure to watch for our upcoming guide on paid search marketing as well.StraightUpSearch™ Podcast Series Returns with a New Format.
StraightUpSearch is back, finally! And with a brand new format. Each week Tim will fearlessly lead a round table discussion on topics relating to our most popular StraightUpSearch blog post. Unscripted, unrehearsed, the new format gives a voice to the blog writers. And they aren’t afraid to use it. Tune in to the discussion, and tell us your thoughts. Oneupweb Makes Headlines as a Leading Industry Resource.
Oneupweb CEO Lisa Wehr’s column, 10 Things Online Marketers Should Consider in 2008, was recently featured in eM+C. And Internet Retailer covered Oneupweb’s report featuring the 10 Top Ideas for a Quarter. Tim Kauffold, our Director of Business Development, also saw his name in print as a resident expert on holiday social media marketing in MediaPost’s Marketing Daily. Look for additional Oneupweb headlines to come this month in iMedia, eM+C, Electronic Retailer and more. 
When the Economy Slumps—Stick to the Basics:
Invest In Search
Market watchers are warning us that an economic downturn is on the way. And they have a little bit of advice for businesses and consumers – stick to the basics. In the investment community, “basics” might include: remain liquid, shop for value, invest for the long-term, look for undervalued opportunities and diversify.
For marketers faced with cutting back during uncertain times, search marketing may be the answer.
For marketers faced with cutting back during uncertain times, search marketing may be the answer.
-
Remain LiquidIn marketing, this equates to “staying flexible” as you avoid tying up your resources in something you cannot get in and out of quickly. Search marketing, especially paid search, is pay and measure as you go. Any adjustments in creative are fast, easy and relatively inexpensive to make. Overall, the search marketing ship turns toward opportunities much more nimbly than other more traditional vessels.
-
Shop for ValueThe key to value shopping is comparative statistics. Traditionally, advertising and marketing have been handed extensive budget reductions in a downturn. This is mainly because they could not offer reliable ROI data. A new tool or machine might catch management’s eye, offering statistical evidence about lowered operating costs or reduced man hours. But producing and placing a new television campaign can’t offer equally compelling statistics. Search marketing can, and because of it, online marketing continues to harness an increasing share of corporate advertising budgets.
-
Invest for the Long-TermWebsites and online social sites have become an increasingly vital part of creating and maintaining brand identity while building stronger, more personal customer relationships. Search marketing increases the visibility of brands among their selected markets. It also offers quantifiable evidence, which is what is missing in traditional offline branding. Through online relationship-building, marketers can personalize search to improve the onsite customer experience–leading to more conversions and more sales.
-
Look for Undervalued OpportunitiesIn a business context, such opportunities are sought to increase market share, decrease risk and improve competitive positioning. It can be argued that all online marketing is undervalued, given its ROI, compared to offline activities. In an economic downturn, where more needs to be done faster, with less, increasing search marketing expenditures relative to overall marketing budgets makes good economic “cents.”
-
DiversifyWith its growing household penetration, changing technology, expanding markets and new social media outlets, search marketing offers an incredibly diverse promotional universe for business. By integrating on- and offline initiatives, every individual marketing investment builds upon and enhances the next, proving there really is “strength in diversity.”
By sticking to the basics and investing in search, the rest will take care of itself. You can find out more about natural search engine optimization, paid search marketing and other topics and services by visiting our library at OneUpWeb.com.
As an internationally recognized thought leader in integrated online marketing, Oneupweb authors and maintains an extensive library of original white papers, articles and research. Visit our newsletter archive to access these and previous issues of OneUp Low-Down. For questions about our services or other resources available at Oneupweb, call us toll free at 877-568-7477 or email info@oneupweb.com. We look forward to hearing from you.
