Niche marketing opportunities on YouTube.com (the world’s second-largest search engine)
August 10, 2016: Much has been written in the past couple of months about “Peak Content,” a crisis reached when too many marketers chase a finite group of prospects with undifferentiated messaging. The result is a collective “yawn” from the marketplace, low site traffic, and wasted effort. We’ve seen this coming for a long time. In […]
Search ads: powerful and never annoying
August 9, 2016: Hubspot recently published a joint study with ad blocking developer Adblock Plus that validates the proposition that search ads work so well because they don’t annoy users who view or click on them. It also explains why Google will largely remain immune from the damaging economic effects of ad blocking, which many have […]
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Facebook to marketers: the age of clickbait is over
August 5, 2016: Clickbait. We all know what it is – headlines like “you won’t believe what happens after this hamster bites this dog.” You probably see so many clickbait headlines each day – in native advertising slots, on social media feeds, and in blog sidebar areas – that you’ve developed your own version of “banner […]
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Sensible Rules for B2B Content Marketing
August 3, 2016: “Content Marketing” is the practice of creating useful, high-value editorial material that meets one or more genuine needs in one’s target audience. This content isn’t promotional, pushy, or one-sided. For it to be accepted by one’s target audience, it must be impartial, well-researched, and authoritative. Every business is different, of course, and […]
Instagram Business Tools move to the mobile device (where they belong)
August 3, 2016: Back in June, Instagram announced that it was rolling out a suite of new Business Tools to encourage businesses to advertise to the service’s 400 million users. This week, it announced that these tools – which formerly required a desktop/notebook to access – will be directly accessible from within the Instagram Mobile App. […]
5 social media marketing trends for Summer 2016
August 1, 2016: The Summer of 2016 has been anything but slow in the world of social media. Instead, we’ve seen announcement after announcement from the big social networks, plus some amazing “Black Swan” events, including Pokemon Go – the AR (Augmented Reality) sensation that seems to have come out of nowhere. Let’s look […]
PPC and SEO: advantages of an integrated approach
July 30, 2016: In many organizations, PPC and SEO projects are carried out by different teams. For example, one business might have an in-house SEO team, while outsourcing PPC to an external agency. Another might bring both tasks in-house, but in different departments with different budgets and supervising personnel. A third might give different agencies […]
Competing against digital marketers with bigger budgets than your own
July 28, 2016: There’s little doubt that large digital marketers with big budgets have a distinct edge in terms of search advertising (and online marketing generally). These advantages accrue because: 1. Large marketers spend more on campaigns, and therefore reap more actionable data that can be used to optimize them, making these campaigns more efficient. […]
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Google revamps Adwords, restores device targeting, adds ETAs (Expanded Text Ads)
July 27, 2016: Yesterday, Google announced major additions and improvements to Adwords that will likely be welcomed by marketers using the popular PPC ad platform. While Google actually pre-announced some of these changes at a developer conference back in May, few expected them to be put them into effect this quickly. Let’s take a look at […]
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Google Maps is the next big marketing platform
July 25, 2016: Is your business “on the map?” Make sure it is, because maps-oriented user interfaces are becoming as important as the traditional hierarchical list-oriented interfaces (such as SERPs) we’ve grown used to in the past 20 years. Maps’ increased importance as a marketing medium have been driven by the growth in mobile usage, […]