Rebecca Lieb has commented in the past on how e-commerce sites are becoming agencies. They’re also becoming publishers, in the “we sell advertising” sense. The latest example is Home Depot’s announcement today that it will sell advertising on homedepot.com. This offering will consist of banner ads on the site and ads in e-mail newsletters. Both of these will point to advertiser-specific microsites including interactive demos, streaming video, and in-depth product content. Makes sense if, as Home Depot claims, homedepot.com “receives more traffic than any other online destination in the home and garden category”. Moen has already signed up. Talk about reaching customers at the right end of the sales funnel. It’s similar to the way eBay lets sellers buy advertising highlighting their own merchandise. (The last development we covered in this space was Guidester’s expansion of its network.)
The WSJ has a short piece on this today which says only Home Depot vendors can participate in the program.
This year, 154 million consumers shopped over the long holiday weekend, an increase of 3 million from last year
Emotion can be very powerful when trying to reach an audience, and it can be boosted by linking it with the way memory affects human behaviour. How can all of this apply to the demanding mobile audience?
With social media reach and engagement rates having dipped so precipitously over the last year or so, paying to play is the only option for most brands now.
Digital (and in our case search and content) data holds the keys to marketing success.