Analyzing sentiment has become second nature for online marketers prior to designing ads and bidding on media. Many consider a slew of triggers like location, keywords, interests, and soon inflections, as voice search grows in popularity. Since search marketers focus intensely on keywords, consider the sentiment and the words from the Google and Facebook earnings calls earlier this week. Tell me what you think.
Sometimes the campaign falters because brands don't have the resources needed to succeed with hyperlocal personalized marketing, although the trend keeps growing. This white paper looks at the challenges and the budget impacting experiential, personalization and hyperlocal marketing.
This year it takes more than athletic abilities to end up in the Super Bowl XLVIII. It requires marketing and creative talent. On Super Bowl Sunday, Doritos will air ads from five finalists of the Doritos Crash the Super Bowl contest. Regardless of the winner, these five ads will become part of Doritos' ad campaign for the year.
Picture a rendition of Johnny Nash's song "I Can See Clearly Now" playing in the background as Google Explorers stand on mountaintops in Yellowstone National Park or overlook the Machu Picchu trail in Peru. The words describe a long, hard climb for Google that just may pay off by the end of this year.
Secure or encrypted search queries may leave some marketers in the dark if they don't change the metrics and methods used to follow clicks and conversions. It will distort attribution, wreak havoc on budgets, and reset search marketing back to the beginning on rankings and algorithms. Marketers need to rethink metrics on each page of the Web site, rather than the complete site.
Some marketers argue that Big Data and the ability to build audience segments that allow brands to target ads on social and search platforms, along with publisher sites, across desktop and mobile devices has little or nothing to do with Edward Snowden's release of 58,000 classified U.S. government documents outlining the National Security Agency's massive information-collection system. As we now know, Prism, a top-secret program, gave the NSA direct access to back-end systems of Google, Yahoo, Facebook, and other U.S. Internet companies.
Data collection tactics by the National Security Agency (NSA) appear to have stepped up actions by at least one major search engine. Yahoo CEO Marissa Mayer said the company will encrypt all information moving between data centers, offer users an option to encrypt all data flowing to and from Yahoo, and work more closely with international Yahoo Mail partners to ensure that its co-branded accounts are https-enabled.
For the first time this past holiday season, brands had an opportunity to bid on paid-search ads running across a network of retail sites using a cost-per-click model. Major participating retail sites used the CPC model allowing brands to bid on the top ad space. HookLogic ran a study sampling more than 500 million impressions. Here's what it found.
"Cocos in Murrieta, California," my future mother-in-law typed into a Google search engine query on her mobile phone while traveling through the area from out of state. During her stay at a local hotel, she turned off her phone for the night. When she turned it back on in the morning, a message popped up on the phone's home screen asking for a restaurant review.
Google has become a huge part of a brand's online marketing strategy, but with the introduction of wireless glucose monitoring contact lenses and other innovations, have you given much thought to how these will influence investments and changes in the way brands and marketers do their job?