Creativity in online advertising lies in the math
Net Sense: www.marketwatch.com Bambi Francisco: "If you want to be a marketing manager in the Internet world, consider getting a PhD in mathematics. That's because advertising on the Internet involves millions of keywords, billions of Web pages, and millions of irrational and ephemeral surfing patterns conducted by millions of people.Translation: Online advertising isn't just about a clever campaign, it's about mathematical computations. "
Francisco aslo looks ahead: "Wait until we create derivatives markets for keywords to handle futures in words and phrases like "holiday sales," or "Special iPods for Christmas." After all, there is a seasonal and predictable component to such words as they would likely be worth more to a retailer during the holiday shopping season.
In fact, advertising buyers and sellers may just as well be traders, much as my column last week suggested. See Net Sense: The Google exchange.
"Yahoo and Google are like exchanges," Siminoff agreed. Much like stock investing, the marketer is making "an investment in a keyword and trying to get a return on that keyword." "
posted by Jen @ 7:16 AM
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