E-commerce Insights: Take a Page From the 14th Century

What online offers are most effective today? To answer this question, I’ll revisit 14th century Japanese poetry, tap the insights of experts at the three leading search engines and talk return shipping with two leading online retailers.

Today’s Advertising Haiku

Haiku is a Japanese poetic form dating to the 1400s. Haiku poems consist of three lines of five, seven and five syllables. When written well, these poems can pack a powerful emotional punch. Today’s online advertising equivalent of haiku is paid search advertising. Taking Google AdWords as the archetype, a pay-per-click ad consists of a 25-character title, two 35-character lines of ad copy and a 35-character display URL.