10 Marketing Lessons From The Selfie Seen 'Round the World
By now, you've surely seen the selfie posted by Ellen DeGeneres from the Academy Awards. Here are 10 lessons we can apply to marketing from the selfie that crashed Twitter.» 4 Comments
Addressing Evolution In The Search Marketing Industry
The Search Engine Marketing Professionals Organization (SEMPO) recently announced the list of nominees for its 2014 board of directors. I consider myself very fortunate to be among those nominated.As part of my nomination, I was asked to respond to a few questions regarding the state of the search industry. One question stood out. It's an obvious question to ask, but an interesting one to consider from the perspective of an organization like SEMPO: "The practice of search marketing continues to evolve and incorporates various elements of digital marketing. How do you suggest SEMPO address this evolution?"» 0 Comments
Finding Our Way In The Social Landscape: Does Facebook Still Fit In?
There's a reason why Facebook has been desperately trying to acquire Snapchat for a reported $3 billion. There's also a reason why it picked up Instagram for a billion dollars last year. It's because these simple little apps are leaving the homegrown Facebook alternatives in the dust.» 0 Comments
Beyond Google: The Fragmented World Of Mobile Search Marketing
Google commands the largest share of mobile search volume of any single publisher, but it may surprise you that recent surveys of tablet and mobile users have found that nearly half of consumers use apps for local business searches. So where are all of these mobile searches coming from? Here are three of the largest non-Google, non-Bing sources of mobile search for local business -- and why they're important for search marketers to consider:» 1 Comments
Will Women Make More Empathetic Marketers?
At the risk of sounding sexist, I wonder if women might make better marketers then men? If you'll remember, I proposed a new way of defining the job description of a marketer in last week's column: "to understand the customer's reality, focusing on those areas where we can solve their problems and improve that reality." If we're painting with incredibly broad strokes here - which we are - and we had to attach that description to one gender, which gender would you pick?» 3 Comments
SEOs March Through The Gauntlet
The sudden disappearance of organic keyword data available in Google Analytics is a startling realization that keyword data measurements for SEO success are rapidly changing. The industry's reaction has been widespread, with an outcry from cynics and advocates alike; SEO vendors touting their wares as a critical solution to the problem; and many senior-level marketers resuming charge of SEO initiatives.» 1 Comments
Four Ways Marketers Can Drive Search Performance This Year
New search behaviors are on the rise, and this year marketers are going to see search shift beyond typing a query in a search engine box. From real-time to voice search, here are four new search opportunities that will help marketers drive performance and remain ahead in an increasingly diverse search landscape:» 0 Comments
Meet the Man Four Years Ahead Of AdWords
If you've never heard of Yaron Galai, don't worry, you're not alone. Galai doesn't keynote tech conferences or write a wildly popular blog. Actually, I did discover that he at least has a blog, but he's posted three times since 2011. And unless you're an SEM oldtimer (pre-2007), you've probably never heard of the company Galai co-founded: Quigo. When Quigo launched its "AdSonar" ad network back in 2003, the Google Display Network (then called the Google Content Network) was known for its ability to drive high-volume, low-quality traffic. Quigo flipped this equation on its head with one simple innovation: It ...» 0 Comments
One Helluva Job Description
I couldn't help but notice that last week's column, where I railed against marketers' obsession with tricks, loopholes and pat sound bites, got a fair number of retweets. The irony? At least a third of those retweets twisted my whole point: that six seconds (or any arbitrary length of message) isn't the secret to getting a prospect engaged. The secret is giving him something he wants to engage with.» 2 Comments
The Stage Is Set For Data-Driven Content Marketing
It seems to me there are two distinct, even divergent camps emerging among digital marketing futurists. On the one hand, there are a number of marketers who are now evangelizing the growing importance of content marketing. These are practitioners who have historically been labeled SEOs or social media marketers. As those channels evolved and became more crowded, the elite began to go go by swanky new titles like "content engineer" or "content strategist." This group believes that rich, content-driven experiences are the true path to consumer engagement, building trust and even affinity over time. I think they're right.» 5 Comments
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