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Tham khảo tài liệu 'winning results with google adwords second edition_3', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 30 Winning Results with Google AdWords 16. Featured as a case study in Emanuel Rosen s The Anatomy of Buzz How to Create Word of Mouth Marketing Currency 2000 . 17. LARABAR like many hip brands annoys me with a plodding flash intro on their website and virtually unnavigable navigation. It is like pulling teeth to even get from the home page to the company blog from what appears to be a link. But the bars look yummy. 18. David Kamp The United States of Arugula How We Became a Gourmet Nation Broadway 2006 . 19. Now that I ve softened you up a bit OK I ll admit it. I m flummoxed by Under Armour s apparent lack of interest in online advertising. Like many large brands they advertise heavily through traditional channels such as television. The company s 10-Q SEC filing for the first calendar quarter of 2008 states dryly As a percentage of net revenues marketing costs increased to 17.8 for the three months ended March 31 2008 from 11.1 for the same period in 2007 primarily due to the film print and in-store brand marketing campaign driving the introduction of our performance training footwear. Like many large brands they are buying AdWords minimally on their main brand keyword terms such as Under Armour HeatGear and ColdGear. But at minimal cost they could be bidding thousands of additional keywords and creating more incremental customer wins online. A quick audit of the company s online presence does bring to light a key point strong brands with strong grassroots word-of-mouth and sponsorship strategies will create strong online presences as a matter of course with relatively little followup and steering. The distinction between online and offline publicity is blurring enough that competence in the offline world coupled with reasonable attention to detail online can be a powerful combination. Powerful but not quite up to potential in my opinion. Under Armour s online presence is by no means weak many athletes events and supporters of the company place a logo on their .
