DMNews Digital Insider - Digital Insider 7/28/2009

August 4, 2009

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Latest News

EBay to promote top-rated sellers

Carol Krol

EBay announced it will launch a program to promote its top rated sellers this October. The e-commerce giant is planning the launch to coincide with the upcoming holiday shopping season. EBay sellers who deliver the highest level of customer service, as rated by buyers, will be promoted with a special "eBay Top-Rated Seller" badge, receive 20% discounts on their final value fees, and be elevated in search, eBay said. Buyers will be able to more easily identify sellers that consistently deliver the highest level of customer satisfaction.

Network Solutions starts healing process after data breach

Lauren Bell

Network Solutions, a provider of Web-related services for small and medium businesses, has started reaching out to customers about a data breach that was discovered in early June. Credit card information on 573,928 individual consumers may have been compromised in the breach, which Network Solutions publicly reported at the end of the day on July 24.

AOL to rename Platform-A AOL Advertising

Dianna Dilworth

After a number of changes at AOL this year, including the beginnings of being spun off from Time Warner into an independent entity back in May, AOL is renaming its Platform-A business. Platform-A, the company's display advertising group, which was built up over the last couple of years through a host of acquisitions, will now be called AOL Advertising.

Cloud data faces security scrutiny

Lauren Bell

A recent hack of Twitter corporate data off of the Google cloud server, combined with increasing consumer wariness, has made security "in the cloud" a buzz-worthy issue this summer.

FedEx bets on long-form Web video

Carol Krol

FedEx Corp. last week launched an offbeat ad campaign with agency BBDO targeting small businesses, with online video as its centerpiece.

Inside Digital

Digital Insider: Hershey finds sweet spot with segmentation

Cara Wood

Hershey Entertainment & Resorts Company improved its marketing strategy and discovered new ways to target its customer segments by using all of the digital customer data at its fingertips. The travel and leisure company that oversees golf resorts, chocolate spas and the well known Hersheypark amusement park in Pennsylvania, went from mailing a standard, catchall brochure to its guests in early 2007 to segmenting its audience and centralizing all of its data across a variety of sources.

Opinion

How to better personalize your digital marketing

Pete Olson is VP of product management at Amadesa.

As direct marketers navigate this uncertain economy, making ad dollars work harder requires more than just getting visitors to their site. A recent Forbes.com survey identified conversions as the leading gauge of success among 82% of direct marketers.

The DMNews Essential Guide to Search Engine Marketing

DMNews Essential Guide to Search Marketing now online

The 2009 DMNews Essential Guide to Search Marketing is now available online. Click on the image or headline to read.

Take Advantage of pharma SEM: Your Rx for success

Dan Brough, SVP, search director, Draftfcb

Hitwise reports that medical searches made up 45% of total online traffic from all categories last year, and eMarketer says online ad spend by the pharmaceutical industry is expected to reach $2.2 billion in 2011 — up from $1.2 billion in 2008. Search engine marketing (SEM) is growing within the pharma arena.

Caples Community

BBDO EVP Emma Armstrong explains how FedEx used an audio greeting in drop boxes to promote NASCAR's Sprint Cup

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