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iCrossing wins best campaign optimisation award

By Andrew Redfern @ 16th April 2008 4:46 pm

iCrossing, a global digital marketing company, today announced that it received the ad:tech Award for “Best Campaign Optimization” at the 11th Annual ad:tech Awards ceremony in San Francisco on Tuesday evening.

The ad:tech Awards honor companies that help promote ground breaking achievement in the creation, execution and functionality of interactive advertising and marketing.

Judged by a panel of industry observers, iCrossing took top honors in the “Best Campaign Optimization” category for its work for Lincoln Educational Services Corporation, one of the leading providers of career education and training.

The Lincoln site was the result of a comprehensive Web development and search optimization effort to build brand awareness of Lincoln’s brands and training opportunities for prospective students.

iCrossing optimized Lincoln’s Web site “from the ground up” to maximize natural search visibility, and reflect and strengthen Lincoln’s brand throughout a prospective student’s entire decision-making process. Web site design and optimization was driven by in-depth market research.

This research, combined with iCrossing’s search analytics, drove the architecture, creative, and keyword selection for the entire project.

“‘Findability’ is a usability issue,” said Adam Lavelle, chief strategy officer, iCrossing. “Our approach with the Lincoln site was to show how search, when considered at the beginning of the Web development process and based on solid research — can better target users and strengthen brands.”

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