• The Sorry State Of Online Publishing
    Dynamic tension can be a good thing. There are plenty of examples of when this is so, but online publishing isn't one of them. Publishing's plunging transaction costs and its increasingly desperate attempts to shore up some sort of sustainable revenue model are creating a tug-of-war that's threatening to tear apart the one person this whole sorry mess is revolving around: the reader. Somebody had better get their act together soon, because I'm one reader that's getting sick of it.
  • Five SEM Lessons From The Top 10 Searches Of 2014
    Google just released its "Year In Search" review that looks at the most popular keyword queries for 2014. As always, the top charts provide good insight into what captured our hearts and minds this past year. Beyond just commentary on the state of our society, these trends can be instructive to search marketers the world over.
  • Why Our Brains Love TV
    Forrester Research analyst Shar VanBoskirk has pegged 2019 as the year when digital ad spend will surpass TV, topping the $100 billion mark. This is momentous in a number of ways, but not really surprising. If you throw all digital marketing in a single bucket, it was a question of when, not if, it would finally surpass TV. What is more surprising to me is how resilient TV has proven to be as an advertising medium. After all, we're only a little more than a decade away from the 100th anniversary of broadcast TV (which started in 1928). TV has ...
  • Increase Visibility, Downloads With App Optimization
    You should use SEO best practices when building your mobile apps, to increase visibility and generate downloads before your brand is left behind in the dust and your competitors are consuming your market share.
  • Facebook At Work: Stroke Of Genius Or Act of Desperation?
    So with the launching of Facebook at Work, Facebook wants to become your professional networking platform of choice, does it? Well, speaking as a sample of one, I don't think so. And it all comes down to one key reason that I've talked about in the past that, for some reason, Facebook doesn't seem to get: social modality.
  • Diversification Or Di-worse-ification?
    There is a school of thought in the SEM world that believes the cure for all evils is simple: Do more! More keywords, more ad text, more landing pages, more targeting! Sometimes doing "more" is necessary and valuable; often, however, the result is "diworsification," where "a business that diversifies too widely, risks destroying their original business, because management time, energy and resources are diverted from the original investment."
  • #AlexfromTarget: An Unexpected Consequence Of Technology
    Yes, I'm belatedly jumping on the #AlexfromTarget bandwagon, but it's in service of a greater truth that I'm trying to illustrate. Last column, I spoke about the "Unintended Consequences of Technology." I think this qualifies.
  • Five Ways Amazon Echo Will Change The Face (Er, Voice) Of Marketing
    A few weeks ago, Amazon announced its latest product, Echo, a smart-speaker that's controlled through voice recognition. Simply say the wake word (not to be confused with safe word) and the device takes your commands -- anything from weather queries to alarm reminders to grocery list additions. This video highlights the range of potential use cases. While the device is available by invitation only and has not yet begun to ship, it's getting good reviews, with some even hailing it as "the computer of the future." So what are the implications for marketers?
  • Search And The Booming World Of Online-To-Offline Conversions
    Marketers everywhere are looking at their 2015 budgets and asking the same collective question: How am I going to get more customers for less money in search? Higher prices are a headwind for the simple reason of supply and demand: Advertisers are increasing their spending on search ($38 billion estimated in 2017) faster than the rate of searches is increasing. So where should marketers turn for a better return on search spend?
  • Who Really Owns Internet Content?
    While we've spent years becoming sophisticated content producers, we've been beaten to the punch by Google. Google appears to own the entire Internet's content. Now the company has dramatically changed the way that content is displayed, as part of the Knowledge Graph (KG) effort. From a user standpoint, there's no doubt that the search experience is improving. There are fewer improperly engineered results, and it takes fewer clicks to find what you need. Searchers are presented with answers, not links. However, what's better for users has come at the expense of content producers and search marketers. Why is that?
« Previous Entries Next Entries »