Terry Van Horne explains what it means to "SERP out." SERP, of course -- an acronym for search engine result pages -- continues to evolve as video, recommendations, news, images and other elements make their way into results. He takes us through the process to help marketers understand how Google's knowledge graph influences them, and to find the content opportunities for each.
The next generation of smartphones will have some flexibility. Manufacturers like LG and Philips have been developing materials for years that would allow them to manufacture foldable and rollable wearable devices. The shift could have an influence on search engine marketing and digital advertising. Some companies have begun to use parts of the material. For example, to display images Amazon's first Kindle e-reader used a plastic non-rigid screen known as an optical front panel, but the components beneath were rigid.
Measuring the cost of acquisition against the long-term customer value is no longer enough, according to Leonard M. Lodish. The leader of the Wharton global consulting practice and marketing professor explains why and presents an alternative approach, such as analyzing disaggregate data that marries how customers were acquired to how much they plan to purchase over time.
Hayley Wick tells us that search experience marketing, rather than search engine marketing, requires marketers to gather data from CRM platforms and other sources to discover consumer needs, motivations and barriers. She explains how the insights will drive the development of personas that inform paid-search experiences like keywords, copy, bids and landing pages. Trust comes into play too. Once bitten, twice shy.
David Kirkpatrick shares a case study -- a 30-day test run by ModernCoinmart on its ecommerce Web site -- where the company added a trustmark to give visitors who were thinking about making a purchase peace of mind. That's all it took to boost traffic and increase conversions. Kirkpatrick takes us through the changes and the results.
Google has acquired Incentive Targeting, which provides marketing services to manufacturers of grocery and consumer products. A company spokesperson confirmed the deal, saying "we look forward to working with Incentive Targeting in our ongoing efforts to help consumers save time and money and enable retailers to deliver relevant discounts to the right customers."
Erin Bury talks with Eric Rosenblum, who left Google last summer to join Drawbridge as VP of products. The company aims to connect the dots between the desktop and mobile -- something Rosenblum calls the last frontier in digital advertising. While perhaps not the "last" frontier, cross-platform marketing will become more important as consumers use a variety of devices simultaneously to make purchases.
Google has set up a program and site for U.S. veterans transitioning from military to civilian life. The site, VetNet, combines three veteran-focused NGOs with a little help from Google. The support includes everything from writing resumes to support for those who want to start their own business. Universities and organizations have begun tp chime in on the Google+ page to provide support and services.
Ad marketers at MECLABS managed to achieve a 137.4% higher open rate and a 128.9% higher click-through rate by personalizing an email, according to results from a recent email marketing campaign sent to promote a MarketingSherpa webinar about social media, sponsored by Eloqua. Daniel Burstein explains how marketers can read about "email database best practices all day and night, but most marketers have a legacy database with imperfect information." The example provides insight into how sending different versions of an email to different segments can work.
As content quickly becomes the means to attract consumers, artists like Harry Potter actor Daniel Radcliffe have begun to launch social media pages as an outlet for accurate information about their professional life. Keeping the rumor mill at bay, Radcliffe launched a Google+ page, "his first foray into the world of social media," according to the Google+ page. The page aims to provide a "verified" megaphone for fans searching for information on the actor.