It’s 2010. So Why Are Search Marketers Still Using Unsophisticated Metrics?
It’s hard to believe how quickly time flies. Around this time last year, Omniture released a research report which stated that most online marketers were underutilizing advanced metrics to manage their search campaigns. It was a sobering report, indicating that many marketers choose to optimize their portfolios based on first-order metrics like cost-per-click (CPC) and [...]
Top 10 Resources – Search Engine Marketing
As 2010 is right around the corner, we thought it would be useful to provide our top 10 resources for Search Engine Marketing. In no particular order, this list’s goal is to provide our readers with sources that will help you develop strategies and tactics for your go-to-market planning. I’ve also listed a couple of [...]
Seven Requirements for any Social Media Initiative (or Seven Reasons You’re Probably Not Ready for Social Media Marketing…Yet)
So your CEO is frustrated that you, savvy marketing director or vice president of a $250 million Corporation, haven’t yet launched the brand’s Facebook Page. After all, Competitor X and Household Brand Y are all over social media and the new “connected” age, and the CEO has given you a generous bump in next year’s [...]
Multichannel Marketing: Analyzing the Impact of PPC & Display on One Another
As indicated in my last post, we analyzed four “conversations” between our client and their customers across several offline and online channels, notably: display ads; television; radio; and organic PR. We applied a multichannel “lens” by looking at these channels via pay-per-click (PPC) conversions. The purpose of our project was to further prove that no [...]
Engagement Optimization 101 – There’s a Light at The End of The Funnel
I’m sure a lot of companies and SEM managers out there have faced these similar situations with their search marketing campaigns: You’ve upped your bids and maxed out your daily budget caps You’re seeing high click through rates for your keywords and ad copy Your analytics dashboard is reporting more than 75% bounce rate Your [...]
