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The number of search queries for the term 'content marketing' has more than doubled in the past two years, reflecting an obvious fact: despite the fact that content marketing isn't new, it's of increasing interest to a growing number of companies.
Just how much interest is there? According to research by the Custom Content Council and ContentWise, marketers are increasing how much of their budgets they devote to content marketing and all told, 79% of marketers report moving into branded content "at a moderate or aggressive pace."
Companies have more opportunities than ever to reach consumers thanks in large part to the proliferation of digital channels, but taking advantage of those opportunities can be difficult.
From display and mobile to social and video, figuring out the best way to use digital channels is no small undertaking.
So it's no surprise that many companies turn to agencies for answers.
It's a seemingly great time to be a brand. Our digital world has created numerous challenges in reaching consumers, but thanks to digital channels like social and mobile, there are arguably more opportunities than ever to create connections.
For agencies, whether the digital revolution is a boon isn't always so clear. Yes, agency services are in great demand as a result, but the complexity of digital advertising is creating some significant pain.
Let’s face it; for the uneducated or inexperienced buyer of SEO services, the market is a minefield.
Conflicting messages, confusing language and a saturated market, where anybody from web designers to PR agencies ‘provide’ SEO, combine to make the journey of researching and recruiting SEO expertise a pretty treacherous one.
One thing that certainly doesn’t help the buyer of SEO services is the massive disparity in what you can pay for a service that, on the face of it, looks the same, along with the myriad of weird and wonderful remuneration models on offer from freelancers, consultants and agencies.
With that in mind, I’m going to take a look at a number of SEO payment models that, for me, don’t come under nearly enough scrutiny and why, in my view, they just don’t work in the context of today’s search landscape.
Pay per click (PPC) marketing is a simple and effective method of advertising - you define the keywords that you would like your ad to display for (or not), you build an advert and you wait for a match against the search query, get a click and hopefully a conversion. It's all based on relevancy.
As a client are you happy with the quality of your PPC?
In New York, two thoroughfares generate huge sums of money each year: Wall Street and Madison Avenue.
For obvious reasons, there's a long-standing relationship between the two, but that relationship could blossom even more under the Jumpstart Our Business Startups Act (JOBS Act), which was signed into law earlier this year.
Alex Moss is Technical Director at digital marketing agency 3 Door Digital, which launched recently after a merger between Matan Media and Pleer.
I've been asking Alex and his colleagues Anna Moss, Marc Levy and Paul Gladstone about the new agency, his thoughts on the changing role of the SEO agency, and future developments in SEO...
It's 2:00 p.m. on Sunday. Your brand is buzzing on Twitter and there may be an opportunity to capitalize. Do you know where the folks at your agency are at?
While anybody who has worked in agency world for any length of time is familiar with long hours and grueling schedules, there's a decent chance that the people you need to reach on that hypothetical Sunday afternoon aren't sitting in front of the office at a computer manning your company's social media dashboard.
In the context of an evolving search landscape and multichannel environment, retailers need to re-evaluate the information they include in a brief when sourcing a search agency.
This article explores firstly why the search marketing brief needs to evolve before providing practical advice on what retailers should include in it.
Search remains a critical component of a retailer’s online and wider multichannel strategy. One might argue that it feels almost ‘old hat’ when pitted against new and exciting mediums, such as social media and mobile.
However, search engines remain the number one route by which ‘qualified’ prospects begin their discovery of a brand or product.
Yet the discipline has evolved significantly.
Econsultancy's Progression of Agency Value report looks at the challenges faced by agencies as they attempt to adapt to a rapidly changing market.
The report, published in association with Adobe, presents a broad-based model for agency maturity incorporating the essential component areas arising from the research (data, technology, skills and culture).
I'll summarise these four 'pillars' of agency maturity after the jump...
Over the past several years, Madison Avenue has made a concerted effort to cozy up to Silicon Valley and young technology startups.
And for good reason: with consumers spending more and more of their time online, the technology industry is increasingly important to brands. As a result, ad agencies have little choice but to keep up with technology and, if they're lucky, spot the next big things before they become big.
Digital technologies are having a transformational impact on the communications environment but whilst much analysis has been conducted into implications for client-side marketers, a relative paucity of research exists into how agencies are adapting their processes, offerings and capabilities.
Econsultancy's The Progression of Agency Value: Developing a Model for Agency Maturity in a Digital World report, conducted in partnership with Adobe, examines how agencies need to evolve across four key pillars of maturity: data, technology, skills and culture.