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Archive for the ‘Search Marketing’ Category

Some great stats, facts and predictions in this deck on Business Insider

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THE FUTURE OF DIGITAL: 2013 [SLIDE DECK]

HENRY BLODGET AND TONY DANOVA NOV. 12, 2013, 10:35 AM 2,312,180 17  Daniel Goodman / Business Insider

We’re at Business Insider’s Ignition event to hear from business leaders and notable folks in the tech space, hearing their thoughts on where the future of digital business is heading.

To kick off today’s events, Business Insider CEO Henry Blodget delivered the following presentation put together with the help of the BI Intelligence team.

BI Intelligence is a new research and analysis service focused on mobile computing and the Internet. Subscribers can download the individual charts and datasets in Excel, along with the PowerPoint and PDF versions of this deck. Please sign up for a free trial here.

Click here to see the future of digital »

via THE FUTURE OF DIGITAL: 2013 – Business Insider.

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Demystifying Programmatic Marketing and RTB

There is a lot of buzz in the digital advertising industry about “Programmatic Marketing.” Some people describe it as the intersection of big data and technology. Others primarily think of it in the context of Real-Time Bidding (RTB) on display exchanges. I thought I would take a stab at describing Programmatic Marketing and RTB for people who are interested in these topics, but are not very familiar with them.What exactly is Programmatic Marketing, and how does it improve ROI?At a high level, Programmatic Marketing is the practice of implementing an automated set of business rules to efficiently target your most valuable customers and prospects with personalized ads.Each of the bolded phrases in the statement above speaks to the promise of programmatic marketing from an ROI standpoint.

via Demystifying Programmatic Marketing and RTB — Medium.

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A nice round up of advertising trends and challenges.

Here’s a speed summary of the just-published Financial Times 2013 special report on Digital & Social Media Marketing PDF FT subscribers only.It’s a long report, published in tandem with today’s FT Digital Media conference in London, but we’ve summarised it down to key bullet points for you.  And if that’s too long, here’s the one word summary.Television.From ‘second screen’ TV experiences on tablets that boost TV advertising effectiveness to ‘addressable advertising’ personalised and hyper targeted TV ads delivered digitally and the shrinking of TV ad slots to fit digital attention spans, the FT paints the future of Digital & Social Media Marketing with television, not instead of it.So standing atop the $205bn TV advertising mountain is the smartest place to be in digital and social media marketing right now; this makes sense – the secret to success has always been, and always will be, to stand next to the money.

via Speed Summary: FT 2013 Special Report on Digital and Social Media Marketing | Social Commerce Today.

via Speed Summary: FT 2013 Special Report on Digital and Social Media Marketing | Social Commerce Today.

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How Search Works – The Story – Inside Search – Google.

via How Search Works – The Story – Inside Search – Google.

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The integrity of shopping search engines.

Bing Attacks Google Shopping With “Scroogled” Campaign, Forgets It’s Guilty Of Same Problems

Nov 28, 2012 at 3:55pm ET by Danny Sullivan

Bing is attacking Google over its shift to a pay-for-play shopping search engine through a new “Scroogled” site, pledging that Bing has “honest search.” Great campaign, if it were true. It’s not. Bing itself does the same things it accuses Google of. It’s also another indictment of how little the FTC is doing to protect consumers from “search results” they might not realize are ads.

Google Shopping Goes All-Ads

Earlier this year, Google changed to a “paid inclusion” or pay-to-play model of accepting listings for its Google Shopping site. Phased in over the summer, as of October 17, only merchants who pay appear in the search engine, within the US (the change will expand globally over the coming year).

The change is remarkable for two reasons. First, it was a complete reversal of Google’s long-standing fight against paid inclusion programs, something it once labeled as evil. It also hasn’t resulted in a massively improved shopping search as Google promised. I’ve covered both in detail in my stories below:

Once Deemed Evil, Google Now Embraces “Paid Inclusion”

Google Product Search To Become Google Shopping, Use Pay-To-Play Model

The Mess That Is Google Shopping

via Bing Attacks Google Shopping With “Scroogled” Campaign, Forgets It’s Guilty Of Same Problems.

via Bing Attacks Google Shopping With "Scroogled" Campaign, Forgets It's Guilty Of Same Problems.

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How etailers manage their social media marketing channel has a growing impact on organic search results. Google and Bing have both incorporated social data into their algorithms to signal content freshness and quality. While the datasets each engine has access to differ, the fact remains that search marketing and social media cannot be managed in silos.According to the presentation given by Andrea Fishman, vice president of global strategy at BGT Partners — a marketing and design firm — at Search Engine Strategies Chicago 2011, “57% of digital marketing impact is derived from SEO.” But search engine optimization also has a symbiotic relationship with social media, press relations, paid search, offline advertising, and other marketing channels. Though the focus of this article is on organic search and social, when all the marketing teams work together the combined efforts create an upward spiral of success across all channels.A Search and Social Example

via Managing SEO and Social Media Together | Practical eCommerce.

via Managing SEO and Social Media Together | Practical eCommerce.

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Measuring the value of searchNew McKinsey research estimates the impact of Internet search in the global economy, pinpointing the sources of value and the beneficiaries.AUGUST 2011Source: McKinsey Global Institute In This ArticleComments 4Searching the Internet has become an almost reflexive act. Each day, tens of millions of global citizens fire up their personal computers and handheld devices to troll for information on products or to glean insights that will help guide business decisions. Yet the economic value of this enormous current of search activity remains largely unknown. Current estimates rely mainly on brute measures, such as the number of searches performed or advertising revenues reported by search companies themselves. These estimates fail to take account of how trillions of clicks combine to boost productivity, open new pathways to problem solving, or simply make life easier.

via Measuring the value of search – McKinsey Quarterly – Marketing & Sales – Digital Marketing.

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