Posts Tagged ‘marketing’
How your startup should be using Google AdWords
If you’re just getting started with your business, figuring out who should manage your AdWords campaigns and what to do first can be a challenge. Columnist Brett Middleton offers tips to get you on the right path. Brett Middleton on December 22, 2016 at 1:03 pm For the founder sitting in coworking spaces like The…
Read MoreUncovering the white spaces of opportunity for local search
The time has come for businesses to frame their search marketing in the context of a broader media landscape that includes all the ways people discover brands. One of the implications of this is a new focus on location. Because “near me” mobile moments are experiencing a dramatic rise, brands must use the context of…
Read More6 questions to help you evaluate an attribution modeling vendor
Full disclosure: I am not a data scientist, yet below I’ll talk about modeling for marketing measurement. Disclosures are tricky. Facebook will be sued over its disclosure of the snafu in its video metrics. Would they be in this legal mess if they had not revealed the mix-up? I think the answer is yes, eventually,…
Read MoreHow to Engage with Customers Using Facebook Live Video
Facebook Live is among one of the remarkable developments in the social media marketing world in 2016. According to Unmetric Discover, the number of brand mentions of Facebook Live to date is close to 40,000. One of the key features of live videos is its flexibility. It can be used for a wide range of…
Read MoreImprove search rankings and increase productivity with local marketing automation software
Managing online citations, claimed and unclaimed listings, reviews and ratings, landing pages and data feeds for hundreds or thousands of locations has become time-consuming and costly for enterprise brands. Automating these processes can improve search rankings, increase productivity and lower CPCs due to better SEO. Marketing Land’s all new “Enterprise Local Marketing Automation Platforms” examines…
Read MoreSmall business owners: 3 steps to creating accurate Google Analytics reports
Raw traffic data in Google Analytics isn’t always accurate. In this helpful how-to, columnist Dianna Huff shows Analytics beginners how to create a filter that excludes spam traffic and traffic from internal sources. “Our traffic is going down,” said a client in a recent email. Attached to the email was a chart showing this year’s…
Read MoreTrust & transparency: Why we need it more than ever in 2017
Can technology help to create transparency and therefore restore trust in brands and agency partners? Columnist Carl Erik Kjærsgaard weighs in. With 2016 coming to a close, it’s time for marketers to think about the past year. Was it the year we pushed our industry toward a better future, or just another year with minimal…
Read More51% of US adults have bought something online via their cellphones [Pew data]
It’s no secret that the cellphone has had a huge impact on commerce — whether online or in-store. More than three years ago, we were writing about “showrooming” — when consumers research products in-store but buy online — and more recently we’ve talked about “webrooming” — the flip side of that. The latest e-commerce report…
Read MoreGoogle studying ways to fix offensive search suggestions & results
As Google has come under fire for search suggestions like “are women evil” or actual results questioning whether The Holocaust happened, those who oversee its search engine aren’t ignoring the issue. They’re just taking time to figure out the best and most comprehensive response. This week, I met with several engineers and executives involved with Google’s search…
Read MoreShould you create device-specific PPC campaigns?
On February 6, 2013, Google announced Enhanced Campaigns, coupling devices together to encourage (nod nod wink wink) the development of mobile-first campaigns. Bing, of course, followed suit soon after. The PPC world at large was not pleased. I think I speak for many of my peers when I say we’re a group that relishes precise control. While…
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