You need to be aware: Drake Morton
The efficiency of SEO against various marketing objectives including increasing revenue, lead generation, brand or product awareness and more.
See how B2B and B2C organizations differently perceive the efficiency of these SEO objectives.
 
You need to know: Drake Morton
by Stephen DiMarco , Friday, November 6, 2009
The numbers are in. The National Retail Federation (NRF) is, not surprisingly, predicting another dip in holiday spending in 2009, starting with an 1% drop in sales during the eighth-largest U.S. spending holiday, Halloween. It’s a dismal outlook for marketers, but one that doesn’t have to leave us scratching our heads and biting our nails until the actual sales figures are reported.
Even with dour consumer spending and strained marketing budgets, smart marketers can adjust their marketing strategies to divert search traffic from rivals and gain an online competitive advantage. (more…)
Good Information: Drake Morton
by Gord Hotchkiss , Thursday, October 8, 2009
This week, I moderated a session at SMX about real-time search. Personally, I find the convergence of social and search to be perhaps the most significant trend of 2009. Social adds an entirely new dimension to search. Traditionally search has been used to find “what” you wanted to know more about. Social adds the dimension of time. Suddenly, relevance isn’t the only measure. Search now needs a “stale date,” a measure of the freshness of the results.
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Google continues to grab market share in the battle of online search
by Todd Friesen , Friday, April 17, 2009
I’ve been doing SEO for 10 years now. I was there to witness the passing of Infoseek (RIP), Black Monday at AltaVista and the unstoppable rise of Google. In all that time and through all that change there is one thing that has remained constant and generally never ceases to amaze me.
People still have very little idea how to measure success online. There a few recurring scenarios that pop up all the time when I’m talking to potential clients about search marketing:
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Good Information: Drake Morton
The presence of display advertising significantly affects click-through and search style across paid and organic searches and such ads can lift both types of search an average of 155%, according to a study by Specific Media, writes MarketingVox.
The study, which demonstrates a correlation between display advertising and search, finds that consumers exposed to display advertising are more likely than unexposed consumers to search for brand terms (such as “BMW” in the automotive category), and segment terms (such as “635 CSi”). (more…)
Excellent Read: Drake Morton
It’s about the people!!
by Aaron Goldman , Wednesday, December 24, 2008
What We Have Here is a Failure to Communicate
Bid management tools, not SEM agencies, are becoming increasingly undifferentiated. In fact, there are arguments that equate SEM agencies to mere bid management providers that perpetuates the myth that we’re all the same.
Now, before going any further, let’s turn to Wikipedia. After all, if Wikipedia says it, it must be true. Wikipedia defines a commodity as “anything for which there is demand, but which is supplied without qualitative differentiation across a market… Commoditization occurs as a goods or services market loses differentiation across its supply base, often by the diffusion of the intellectual capital necessary to acquire or produce it efficiently.” (more…)
by Phil Leggiere , Wednesday, September 3, 2008
IN THE ERA OF THE long-tail marketers, content providers and, of course, merchandisers, have come to the realization that deep catalogs are critical to consumer engagement, and with it, winning share of time, share of wallet and share of mind. Customizing and optimizing all that deep content, however, requires building new bridges between IT and marketing, as Mark Wachen, Optimost managing director at Interwoven, explains next. (more…)
You need to Understand This: Drake Morton
by Rob Garner , Wednesday, August 27, 2008
ON FRIDAY, FELLOW SEARCH Insider columnist Janel Landis started a discussion around the viability of demographic based search engines. This is in the wake of recent publicity around IAC’s RushmoreDrive, which themes its algorithm as a “search engine for the black community,” and is based on Ask.com search history,  geographic research (also referred to as “geo-biasing”) and focus group research. After a few days of reviewing the results, it appears to me that demographically targeted engines may have a strong shot at developing a user base, and that IAC may have a shot at regaining some lost credibility as a top-tier search provider.
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Need to Read: Drake Morton
by Loren McDonald , Wednesday, July 16, 2008
I WAS ASTOUNDED TO SEE the results of a recent Email Experience Council survey in which marketers ranked search marketing near the bottom of seven marketing channels for its synergy with email.
No great surprise about the top-ranked channel: 38% of respondents rated direct mail and catalogs as being email’s ideal marketing mate.
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