If I were a Facebook advertiser, I’d probably still be holding meetings and sending emails about how to strategize around Facebook’s marketing conference late last month. Rightfully so. There’s a lot to digest. What’s interesting here isn’t so much what was announced, which was better mobile experience for advertisers, bigger ads and better targeting. What’s interesting is the direction of the announcements: which is that Facebook is listening to advertisers and beginning to deliver what they want. The cause of this trend is of course the IPO, in a word: earnings. In three words: huge quarterly increases. The trend it has set in motion is great for advertisers. Let’s put them in perspective and then come back to what Facebook will become. Mobile It almost doesn’t matter what the number of mobile users are right now (it’s north of 100 million). It will grow beyond any predictions. The key decision for marketers is how to … [Read more...] about Facebook’s Choice — Make History, Or Be History
Lets make history together
Twitter doesn’t claim to have caused the biggest Super Bowl viewing audience in history, but maybe it helped, says Twitter cofounder Biz Stone. Stone sees Twitter as helping drive live viewing by creating a shared experience. Stone also had a further rebuttal to Malcolm Gladwell’s dissing of the value of social media in political movements. Stone’s comments came during an on stage interview with Julia Boorstin of CNBC at FM’s Signal LA event. My live blogging of the interview is below. Twitter & Marketing Has Twitter changed the marketing conversation? Biz, sure, it’s a two way street, people can complain. Virgin America during big storms was also able to tune into what people were saying, help them get reschedule? Is everything on Twitter content marketing? Biz says early on, noticed how companies were listening, a hybrid between customer service and marketing. They realized companies were getting value out of the basic services Twitter was offering … [Read more...] about Twitter Drives “Let’s Watch It When It’s On” Viewing
At a high level, I believe it is fair to say that it has a lot to do with the ability to bid on the right keywords, serve very specific ads tailored to each geo/language/device, and redirect to the most appropriate landing page for each geo/language/device. It’s all about engineering a consistent conversion chain from search to conversion, which implies high resolution targeting. In an ideal world, search marketers should break down their paid search accounts by user intent, geo, language, device, and more… as long as they see some kind of gain targeting wise. That all makes sense so far, except that you might end up with several thousands of campaigns, duplicate ad copies and keywords across those campaigns, etc., and gradually lose control over your paid search program. More specifically, you might run into a scalability issue, which raises the following question: where is the middle ground between high resolution targeting and manageability of your paid search effort? … [Read more...] about What Makes Paid Search Programs Successful From Search To Conversion?
When helping companies that have experienced a major drop in Google organic traffic, I almost always begin by performing a thorough search history analysis. Sure, it’s not sexy, and you probably can’t execute changes based on the findings, but it sure is darned important. Although it’s really easy to jump directly into an audit or crawl analysis, I find it’s extremely important to thoroughly understand the history of the domain you will be working on. By doing so, you can get a strong feel for the ups and downs the domain has experienced, while matching that volatility with algorithm updates that rolled out during those times. Unfortunately, waiting for the search history analysis can sometimes frustrate new clients, since they want me to dive into the audit. But once I send findings through, the benefit is clear. It provides a powerful focus for SEO detective work. And in my opinion, that’s the quickest way to dig into the most important problems riddling … [Read more...] about The Power & Importance Of A Search History Analysis For SEO Recovery
They say the new game in marketing is all about building relationships and trust. Most companies that dive into digital marketing accomplish just the opposite: they come off like robots. Are you one of them? If you’re making any of these 5 mistakes, you probably are. 1. Posting about yourself Whether it’s on their blog or their social media account, most companies that try to market themselves online make this mistake. Accustomed to the world of push marketing, where the audience is captive, they believe the best way to market themselves is to talk about themselves. So they talk about their history, their latest stunt, and the latest deal or contest. Consider The Sales Lion’s experience with a brand called The Walking Company. Marcus Sheridan suffers from Plantar fasciitis, which makes the arches of his feet hurt…a lot. He’s spent hundreds of dollars on The Walking Company because they’ve built trust with him as a provider of insoles that remedy … [Read more...] about 5 Digital Marketing Tactics that Make You Look Like a Robot