If Google reigns supreme and leads the majority of the world’s markets taking a comfortable first place, why would the company decide to dramatically expand its sales and marketing efforts? This is a question many analysts were asking following Google’s recent first quarter 2011 results announcements – and with good cause, when you start to dig into the figures. Since 2006, I have been tracking Google’s pronouncements on their progress particularly with regard to international performance. In the early days, these announcements were rudimentary and broke out only international revenue versus that in the US. Later, in the first quarter’s results in 2007, Google began to detail sales revenues split out for the UK. For the first of the following year, the headcount figures were included. Marketing Spend Leaps 69% As the graphic below shows, the total amount invested in sales and marketing by Google during this year’s first quarter increased by 69% over … [Read more...] about Where Is Google Investing Its Marketing Spend Internationally?
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Wall Street wasn’t terribly impressed with Google’s figures for the last quarter of 2011 announced after the bell last thursday. To a normal person, you would think that generating $2.71 billion profit and significantly beating your own previous quarters would be a cause for celebration. But these aren’t normal people and this isn’t a normal market and share values immediately dropped by 10%. Nor is Google without blame. I started digging into Google’s figures expecting to find that Google had actually seen a fantastic success at the end of 2011 – but had miscommunicated this with the city. There is some truth in this but it is, by no means, the whole story. Google didn’t and doesn’t communicate fantastically with city slickers – but there are also some surprises in the figures when you look beyond the headlines. A Wall Street Communications Issue Or The Figures? On its webcast, where Google explained its figures, there was some … [Read more...] about Did International Markets Cause Google’s Loss Of Love On Wall Street?
The Content Marketing Institute and MarketingProfs recently released their 2013 benchmarks on B2B content marketing. Reading it, you will be struck by two realizations: Content marketing is huge Content marketing desperately needs conversion optimization The “huge” part you probably already suspected from the deluge of blog posts out there on the subject. However, this report quantifies that scale, and it is impressive. Of the B2B marketers in North America who participated in this benchmark (N = 1,416), 91% of them now use content marketing; 54% of them plan to increase content marketing or significantly increase their spending on it over the next 12 months. On average, 33% of the marketing budget will be spent on B2B content marketing. That is huge. And at that scale, it’s clearly an executive-level priority. The CMO, himself or herself, is making a big bet on content marketing. The Performance Side Of Content Marketing What should be more interesting to the … [Read more...] about Why Your Content Marketing Needs To Be More Active
This week #SEJLive was joined by Brian Harnish and Mindy Weinstein to discuss two important aspects of SEO: local search and how to build a highly targeted audience. Below are their live sessions and the topics they covered. Watch more SEJ Live Sessions by following our schedule or viewing past sessions on our Facebook page. Brian answered questions from the SEJ community on local SEO. He appeared LIVE on our Facebook page: Some of the Local SEO questions Brian answered include: How should a non-SEO expert dive into local SEO? What major factors should be taken into consideration in local search strategy? Do you think local search competition is more challenging than international search? What elements should we take look out for in analyzing local competition? Do you still believe that local SEO directories help in link building? Is social bookmarking dead? What content considerations should we look out for in analyzing our competitors? What content strategies applicable in … [Read more...] about SEJ LIVE: Brian Harnish and Mindy Weinstein on Local SEO & Audience Targeting
You’ve heard it many times before: “Content is king”. It’s also become a valuable vehicle for bridging the consumer-brand gap. As more businesses continue to realize this, over saturation becomes inevitable. So how do you stand out from the competition? We asked 14 entrepreneurs from the Young Entrepreneur Council (YEC) what they think will change in regards to a brand’s approach to content marketing in 2015. Their best answers are below. Letting Their Audiences Define Them Nothing engages customers with a brand like participation, and when it comes to participation (especially online), people prefer to do so on their own terms. For brands, this means trading total ownership of their message for increased customer involvement. While brands have long been hesitant to do so, the few who have tried have been wildly successful. I expect to see more brands follow suit. – Brian Honigman, BrianHonigman.com Integration of Content Marketing Strategies … [Read more...] about 14 Ways to Amp Up Your Content Marketing Strategy
Social media is a powerful tool. It’s completely changed how we communicate and interact with the world. And one of the greatest benefits of Twitter is the ability to follow role models in your desired field. You can learn what they’re reading, who they admire, and how they navigate through their professions. As a marketer, I’m always intrigued by the number of powerful women in the industry. From agency owners to skilled subject-matter experts, women are paving the way to make a difference in business and their communities. So, I scoured multiple profiles and websites to find the unsung heroes in marketing. Some influencers you may recognize, and others will be brand new to your radar. However, all the individuals on this list are making an impact. Here are 100 women marketers to follow: Ericka Pittman (@ErickaMPittman)— Ericka is the Vice President at Combs Enterprises. Recognized for building strong brands, this Baruch College alumna has a proven track … [Read more...] about 100 Amazing Women Marketers to Follow on Twitter
This is a monthly column about changes in the content marketing field. The 2016 Rio Olympics, and the back-to-school themes were pretty much prevalent in content marketing for this month. I’m not much into sports, but I’ll admit that I’ve watched several Olympic trending videos the past month. Sending back the kids to school is also a major thing for moms like me. I usually browse through Pinterest and Facebook for school must-have ideas and I’m just one of the million other moms who lovingly prepare the kids for school. So these two major content marketing themes have dominated our feeds the past month. Here are four recently published articles that will provide key takeaways and actionable marketing points for content marketers. While Olympics committees have regulated the use of their Olympic trademarks in social media and content marketing, marketers can still takeaway bits and pieces of their communications strategy for the Olympics. This article post by … [Read more...] about This Month in Content Marketing: August 2016
Editor note: Want to help us learn more about the trends for next year? Answer our 10-minute 2017 digital marketing survey and win a $100 Amazon gift card! As we near the end of another year, we begin to set our sights on the year ahead. The search marketing industry continues to evolve rapidly, and there will be no shortage of updates and alterations in 2017. In today’s digital era, you should already be invested in a search marketing campaign. With Google’s heavy reliance on relevance in search, you need to be aware of the latest trends in marketing to ensure you stand out in all aspects of search. Google and other search engines are further understanding search intent, delivering new opportunities for your business to rise to the top of results. For SEO and paid SEM campaigns, take advantage of all search marketing avenues to get your brand in front of as many eyes as possible. Like this year, 2017 will see numerous expansions, including new challenges for marketers and … [Read more...] about Search Marketing: What To Expect in 2017
I recently came across an interesting article in the Wall Street Journal that made me want to pack my bags and head for a historical experience, plentiful sunshine, and powdery beaches. The article discussed the city of Vigan, which is regarded as one of the region’s best-preserved Spanish colonial towns. In fact, it’s now a Unesco World Heritage site that was recently selected as one of the “New 7 Wonders Cities.” Thanks to a clever marketing campaign that includes the slogan “It’s More Fun In The Philippines,” there has been an increase on tourism to spectacular locations like Vigan from overseas travelers who may have never heard of the town previously. This got me thinking. There has to be some talented content marketers in Philippines if they’re able to keep attracting a growing number of foreign tourists. So, I decided to do a little digging and I also discovered some rather interesting facts. There’s going to be a lot of … [Read more...] about SEOlympics: Top Marketing Blogs of the Philippines
Podcast: Download Subscribe: iTunes | Android | RSS Visit our Marketing Nerds archive to listen to other Marketing Nerds podcasts! In this episode of Marketing Nerds, author of Global Content Marketing and expert consultant Pam Didner joins Kelsey Jones for a podcast on content marketing for a global audience. They discussed when to write evergreen versus trending content. Pam also shared when repurposing content is a good idea and what tools should be in every content writer or promoter’s toolbox. Globalizing Content The title of my book is Global Content Marketing. Essentially, my book is a how-to book to share with readers on how to scale your content across regions. The title “Global” and “Content Marketing” sounds a little bit daunting if you will, so whenever I give a presentation I try to explain the definition of a global content marketing, I usually break it down into two elements. Obviously, one is global. The other one is content marketing. … [Read more...] about Effective Global Content Marketing Strategies w/ Pam Didner