One very important but sometimes overlooked aspect of Web sites is their internal search engine, columnist Bryan Eisenberg writes. Too often, internal search engines fail to produce results users want, he notes.
In this profile of Heather Keltz, director of ad operations at New York Times Digital, she discusses what she does to ensure that ad campaigns on NYTimes.com run without a hitch. It requires a wide range of tasks from overseeing ad tag code to streaming video standards.
Analysts believe spam has hurt the effectiveness of e-mail marketing, causing open rates and click-throughs to drop and some companies to halt e-mail marketing campaigns. While there is optimism that e-mail could once again become a worthy marketing tool, companies that still are using the tactic are tweaking it for customer retention, not acquisition.
Web sites geared toward religion and other spiritual matters are increasingly catching the attention of advertisers. One example is spiritual community site Beliefnet.com, which is free to its approximately one million users but makes money from selling ads.
Contextual advertising is great when it works, but behavioral ads can be even more powerful, columnist Bennett Zucker writes. Behavioral targeting, which is all about targeting people's interests, finally has arrived, he says.
Each time a customer visits an advertiser's Web site, he or she is providing some valuable information, even if no purchase is made, writes columnist Bryan Eisenberg. The advertiser can use this information to optimize its site.