I haven’t noticed a banner ad for a really, really long time now, so I was pretty impressed when I came across the newest series of ‘Get a Mac’ banner ads by Apple. It’s a great use of the 728×90 real estate and Flash, and of course the Mac Ad sense of humour draws you in and makes you want to watch it again, and click.

Examples below, which have been reduced from the original 728×90 size to a 468 size, to fit on my blog and website (carbongraffiti.com)

(Ed: I’ve since tried to find a live version with no luck… sorry).

MacAd1

MacAd2

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A great video from an Italian Internet consulting firm, predicting what would happen to copyright, tv, radio, and the internet in the next fifty years.  Online Marketers, take note if you plan to stay in the business for the long haul!

Free Email Marketing templates available now.

Visit http://www.carbongraffiti.com/emailmarketing/emailtemplates.html to preview and download 10 different hand-coded HTML email templates, designed to ensure maximum compatibility with most email clients including Outlook 2007. All designs incorporate industry best practices including CAN-SPAM compliance.

Isn’t it just that simple?

When the internet started, just having a website meant you were likely to be found. But as more people and and more businesses created more websites, the ability to be unique and one-of-a-kind became more difficult. So now, 8 A.G. (after Google) on, the internet is no longer a luxury to those who know how to program, but the norm to anyone and everyone who owns a PC or Mac. And with the ubiquity of the net, websites and blogs, computers and so on, getting seen and heard as a marketer is really difficult; as of 2004, Google was indexing over 8 billion webpages.  Imagine what it is now?

Which is exactly why the concept of ‘1-to-1 marketing’ seems such a no-brainer, but at the same time is a concept that’s lost on many companies, businesses and individuals alike.

Assuming the natural growth of something as never-before-seen as the internet requires ‘growing pains’ and trial and error, we’re all past the first phase (Web 1.0), which can only be described as ‘the blind shotgun‘ or ‘spray and pray‘ marketing.  With email marketing it was obtaining a list, creating one campaign with standard copy, and pressing send.  With SEO it was simply creating page after page with keywords and phrases, hoping to get picked up by Google’s magical algorithms.  The same model still exists in most online advertising – eyeballs matter more than clicks, seeing as banner ads are becoming so ubiquitous and commonplace that I for one no longer even notice them.

But now we’re in the next phase, and as a marketer it’s even harder to get noticed.  With blogs, pre-packaged websites, affordable broadband etc., anyone can act as an authority on any subject, or sell their goods, or do just about anything.  So getting noticed is of the utmost importance.  But spraying and praying won’t work anymore. You can’t just go buy a list, because the recipients won’t respond – they know what’s Spam and what’s not.  Google and other SE’s are smarter, you can’t stuff keywords into a page’s meta info and hope for high rankings.  You’re the needle, the internet is the (massive) haystack.  To get noticed you not only need to be ‘remarkable’ like Seth Godin’s purple cow, but you need to be willing and able to speak to customers as individuals and deliver content, emails, pages, etc that are relevant to them and only them.

Basically everyone needs to stop trying to shout louder than everyone else, and focus on what they’re offering and tailor it to the individual customer. 

ESPs (Email Marketing Service Providers) are waking up to this and starting to offer better list segmentation capabilities and content management.  SEOs are starting to realize that Google is really, really smart, and that simply making a page that’s meant to be read by a human being will work better than a page full of jibberish keywords.  Online advertising is getting smarter too, with better technologies to allow for segmentation and localization, and new waves like socal bookmarking are allowing for relevance to reign supreme.

But as long as everyone understands that shouting loud is not working anymore, we’ll all be better off.

If you’re strapped for time and need to send an email campaign ASAP, don’t have the resources to design a campaign from scratch, or are just plain lazy, visit www.CarbonGraffiti/emailmarketing/emailtemplates.html now to find 10 hand-coded HTML templates ready-to-use. Simply replace the copy with your own, make a few image tweaks (curse you, Outlook 2007), host the images on your server, and send away.

All templates are hand-coded in HTML to ensure maximum compatibility (on most email clients, especially Outlook 2007 in all of its non-CSS-and-Microsoft Word-rendering glory), and images are included in the downloadable ZIP file. Email Marketing Best Practices such as ‘Can’t view this email properly’, Forward and Subscribe buttons, CAN-SPAM compliance and minimal use of background images and/or CSS are adhered to, wrapped in simple and actionable designs.

All templates are free to use, with link-backs and attribution most appreciated.