Can too much data make attribution more complex? Matt Ackley, director of media and platforms at Google, argues that too much data can cloud the outcome and make it too complicated -- especially for execs of business units within an organization who don't understand online marketing.
Brands spend more than one-quarter of their marketing budgets on content marketing, according to the Content Marketing Institute. It turns out that article posts and social media are the most popular tactics -- used by 79% and 74% of business-to-business marketers, respectively.
Brands need to treat social optimization like real content and put it in the editorial calendar -- an insight from Kenn Gold, director of content development at PCH Online, during the MediaPost Search Insider Summit in Captiva, Fla. The discussion of how a good social program can impact search, led by aimClear CEO Marty Weintraub, covered tactical tips for optimizing social content on Facebook, Google+ and other social sites.
The rate of fraudulent online transactions originating in Europe rose 1.3% from January to March 2011 compared with 2.1% between January and March 2012, and crept upward each quarter between, according to a study released Wednesday by iovation, which protects online businesses from fraud and abuse.
In five years, what search engine will become your default, and what industry vertical will eventually benefit most from ads integrated with voice search? These and other questions for execs at platform providers, agencies, and brands during the search feud game at the MediaPost Search Insider Summit on Monday, led by Kenshoo CMO Aaron Goldman, provide insight into the mindset of search engine marketers.
Google produces more than a quarter of a million kilograms of CO2 annually to power searches -- enough to run a freezer for 5,400 years. That's according to WordStream, which put together an infograph to tell us how much technology pollutes the planet.
Search engines, if human, would passively watch technology zoom by. That's what motivated Israeli-based Slikk CEO Feivi Arnstein to build a browser-based search engine. Slikk allows users to click on links and open Web pages, rather than preview them. The engine, two years in the making, also enables users to open multiple views of a search query simultaneously, such as Images, News, Videos, and Blogs.
Bazaarvoice has released a platform allowing brands to integrate review comments in display ads, similar to the way search engines Google and Microsoft pulled in live Twitter tweets to google.com and bing.com, respectively. It's part of a continued push to capitalize on word-of-mouth marketing (WOM) in digital media.
Smaller businesses with fewer executive levels tend to innovate more quickly. That appears to be one strategy behind the recent layoffs at Yahoo. The company's CEO Scott Thompson said Tuesday during the company's Q1 2012 earnings call that he would shutter about 50 properties. The sites were not identified, but the focus on research and development will turn to Yahoo owned-and-operated properties.
ABI Research this morning released data that suggests smartphones will drive the semiconductor market to $170 billion in revenue within five years. That's huge, by the way. More mobile phones mean more purchases, which mean growth in the mobile ad industry. Mix that with Google's data, and marketers gain greater insight into trends.