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Internet Marketing Insights and Analysis
Our Internet marketing blog is dedicated to you, the CMO, Marketing VP and Customer Intelligence (CI) professional with the intention of sharing how the right data and metrics can blow your mind. Okay, not actually, because that would hurt, but this is where we share a regular dose of data analysis, case studies and observations from the field. This is our take on relevant industry news, trends and the latest tips and tricks for web analytics, SEO, paid search and other juicy tid-bits that will impact you, the executive marketing god that you are. So, go ahead, add us to your RSS feed or sign-up for our email subscription or visit us all the time. We won't tell anyone if you stalk us. It'll be our little secret.
We have all received the random email from an executive or shareholder asking the age old question, why don’t we rank number one on Google? It is a fair question. We invest in SEO and want to see the impact of our efforts. The trouble is that rankings have become an almost irrelevant metric in search due to the changes by Google, in particular personalization.
‘Tis the season to take a look back and recognize what you are thankful for. While I am sure this title already looks like a shameless plug, I assure you it isn’t. Here is what I am thankful for this season:
1. My Job – Ok, again before you stop reading understand that without this technology I wouldn’t have a job.
There is nothing more important that a leader can do than listen.
Sadly, I recently failed a team member by not listening to them. Here was the situation – we brought on a new client and were tasked with creating an SEO strategy to increase their organic traffic. As with any new client, there was a high degree of pressure to perform and create growth as soon as possible.
I was recently checking the status of my bank account online and found an ad embedded within the line items on my bank statement; where I had made a monthly payment – the type of payment that makes you grit your teeth in frustration each month at how much you’re paying for a service, like your cell phone bill, utilities, or your internet or cable TV provider, a competitor had dropped in a clickable ad for their services.
As I was listening to the radio yesterday, I heard (yet another) health insurance company commercial. In this particular commercial, Jim’s “couch” is bemoaning the fact that he is lonely because Jim is out doing things like hiking or mountain climbing rather than sitting home with the couch. This commercial sounded almost exactly like commercials that Kaiser Permanente have been running for years, so I was surprised when at the end it was actually a commercial for Aetna.
Marketing has rapidly evolved with the Internet. Many of these changes have occurred in just the last five years. As a consequence, many marketers are left in doubt as to the effectiveness of their strategies. The online marketing space requires a high level of adaptability in order to perform at a high level. It’s our job as digital marketers and as partners to educate clients so that results continue to exceed expectations.
With Halloween just behind us and the Christmas trees already rising in the department stores, we’re stepping into the holiday season once again. This is the greatest time of year to make sure your paid search campaigns are running smoothly, especially as you gear up for heavy traffic to your site. To give you an idea of just how important this time of year is for online retailers, according to the National Retail Federation, “In 2012, holiday sales represented 19.3% of total retail industry sales.” With that in mind, let’s jump in to a few simple audits to ensure your PPC accounts are organized and ready for Black Friday and Cyber Monday.