Here are two issues I’m having:

1) I made my wife move across the country so that I could accept a new job in California, giving up a job she liked in the process

2) The recession has turned the house I own into a liability instead of an investment, my tax bill is through the roof, and we generally have less disposable income than we would prefer (not to mention to save or invest for our child’s education)

So, as an internet marketing guy, there was really only one thing to do:

Build another website.

Unlike so many websites before, however, this one serves a number of purposes at once. Primarily, it gives my wonderful wife an intelligent and meaningful activity that doesn’t involve our daughter (yes, I really do understand how hard spending 100% of your time with a baby must be). Second, it potentially gives us another source of income (albeit small) that can in a small way offset some of our losses from this bad economy and real estate prices. Finally, the topic of this website and the articles my wife will be writing actually has the opportunity to help other people who are struggling by showing them how to spend less on food without causing them to have to forgo gourmet necessities (I’m a foodie, afterall).

So, I’m proud to introduce Recession-Garden.com.  It is a work in progress, both in terms of build and content.  But, if you want to, you can help by linking to it.  Your link will be appreciated by my wife, me, and the rest of America that is struggling to make it through this horrendous economy.

I have been noticing an increasing amount of chatter on blogs and forums about the current state of internet display advertising. True, companies like Right Media are making so-called “remnant display inventory” widely available like never before. But, what is this inventory? Is it lower quality than “non-remnant display inventory”?

Guess what, in most cases it is the same exact inventory.

Remnant inventory gets its name because it is leftover—- after the primary salesforce associated with the property gets its shot. Think of Forbes.com. Forbes has its own sales team selling insertion orders representing impressions on certain pages. When they sell everything that they can sell, at the highest CPM they can get, the rest gets peddled as “remnant”. Does this make it any worse? No. Does it make it any cheaper. Yes.

So, now we have the situation where remnant display inventory is becoming widely available to SMEs for what is really the first time. Should most small businesses start buying it up?

NO.

Here is the reason why most businesses and agencies are not prepared to effectively purchase display inventory, albeit cheap impressions, as part of their marketing campaigns: most of these marketers are ill-equipped to understand the effect this advertising might have on the other elements of their campaign.

Are display impressions likely to lead to clicks? Sometimes. Are those clicks likely to convert? Almost never. In fact, higher click through rates on display advertising are often not accompanied by corresponding conversion rates. Are they still valuable? Yes, absolutely.

Display impressions are for one thing, and one thing only: building brand affinity. The return for the investment made into establishing brand affinity is almost never recognized on the branding campaign itself, but on other tactics concurrently or subsequentially employed. The effects might take time to be felt. But, at the end of the day a successful display campaign will result in lower CPCs on PPC campaigns, higher conversion rates from SEO pages, and the like.

Understanding this relationship, measuring it, and optimizing to enhance it are difficult and over the heads of most marketers. So, should you dabble in display? Sure. Will it work for you? Probably not. Will you know whether it worked or not? Unfortunately, no.

This is something that, even at this point when the tools are becoming readily available to the masses, is probably best left to the professionals. But, one thing is sure, small to medium sized businesses have a ton to gain by this trend of making their marketing miniature versions of the big dogs’ marketing, using all the same types of tactics.