ROI numbers like those of Amazon and Netflix have some analysts forecasting widespread adoption of predictive marketing — and technology is making such predictive marketing more accessible to small businesses. Google’s local inventory ads and Facebook’s newly launched competing product, dynamic ads for retail, both accommodate predictive marketing. … [Read more...] about Does finding that micro-moment feel like chasing fireflies? Here are 9 data points that will help you catch them.
What does a chipped bone feel like
I really do think that creating useful content is something that isn’t beyond the grasp of most people. As I said, I’m not saying you shouldn’t hire a professional. I’m simply pointing out that with the right mindset, most business owners really do have the tools to put something out there that’s beneficial to their own branding and community reputation and also to their current and potential audiences. … [Read more...] about What Does It Really Look Like?
Paid listings came back in a big way with the launch of GoTo, on Feb. 21, 1998. All too often, Google gets the credit for “pioneering” the paid search revolution. That credit primarily belongs to Bill Gross, who founded the search engine – later renamed Overture, then even later acquired by Yahoo. Gross gambled that a model of selling placement would work. He and his team, including CEO Jeffrey Brewer, stuck with the core idea and distributing those listings to all the other major search engines except Google. … [Read more...] about Does SEM = SEO + CPC Still Add Up?
Yael Baifus is a dancer turned digital marketer working as a Paid Search Analyst at Horizon Media. In her two years of experience in the field, she has worked on accounts that span a variety of verticals including home improvement, financial services, CPG and pharma. In addition to working on client accounts, she leads her department's knowledge-sharing initiatives, disseminating industry news to the broader search team. When not geeking out about all things search, she is an avid concert goer and art consumer. … [Read more...] about What does it mean to be bold for change?
Content that solves people’s problems as conveniently and thoroughly as possible in language that they speak. Everything you publish (home, about, contact, local landing pages, etc.) should pass the test of consumer usefulness. Equal access to content, regardless of device. Easily accessible contact information, including name, address, phone number, fax, email, text, driving directions, maps and hours of operation. Signals of trustworthiness, such as reviews, licenses, accreditations, affiliations, and basic website security. Signals of benefit, including community involvement, philanthropy, environmental protections, etc. Click-to-call phone numbers. Clear policies that outline the rights of the consumer and the brand. Organic SERPs Good customer service looks like: … [Read more...] about What the Local Customer Service Ecosystem Looks Like in 2019