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SEO, paid search and social media: for obvious reasons, it's difficult, if not downright impossible, for companies to thrive online without them.
Given their importance, one might expect that a growing number of companies would be eager to bring their SEO, PPC and social media activities in house, but according to SEMPO and Econsultancy's State of Search Marketing Report 2011, just the opposite is happening.
Groupon may be one of the fastest-growing consumer internet companies ever, but when it came to introducing itself to consumers on television, it learned a harsh lesson: developing a successful television ad campaign can sometimes be more difficult than building a wildly-successful business.
After its Crispin Porter + Bogusky Super Bowl ads flopped, Groupon faced a consumer backlash and industry criticism from those who wondered how a company that is doing so well could go so wrong on the biggest advertising stage in the universe.
Have you been asked by a local business to develop an ad strategy, manage a company's paid search campaign or create promotional flyers for a nightclub?
If some in the ad industry have their way, you'd need a license to do all of those things.
Econsultancy has this month published an updated version of the Ad Serving Buyer’s Guide, containing detailed information about the trends and issues affecting the online advertising sector as well as useful advice for those seeking a suitable ad serving supplier.
Econsultancy’s Demand-Side Platforms (DSPs) Buyer’s Guide has been published this week, which contains a detailed analysis of how real-time bidding (RTB) and DSPs are revolutionising the online advertising sector.
There is some talk over at NMA about the battle for control of social media. In one corner we have the PR agencies, and in the other there are ad agencies.
Personally I can’t see any value in allowing either of these types of agencies to develop and manage your social media strategy. Or any other agencies for that matter, even those dedicated to social media.
Controversial? I should hope not…
Television has been called many things, and in the past several years, one of those things is 'dead'. But when it comes to advertising, television is still alive and kicking, and according to a new survey from media management software vendor STRATA, it's television advertising, not digital advertising, that will benefit most from economic recovery.
Of the major advertising firms polled as part of STRATA's 4th Quarter Agency Survey, the greatest percentage (44%) said that their clients were focused most on television, a 24% rise over the previous quarter. Digital trailed significantly, with 21.1% reporting the internet to be their clients' medium of choice.
To coincide with the release of Econsultancy’s Paid Search Agencies Buyer’s Guide this week, I’ve been talking to some leading UK search agency experts about what 2011 holds for the sector.
I’ve no doubt that paid search is going to become sexy again – we’ve seen PPC products and technologies emerging such as Google’s location-based ads, Product Listings, Extensions and Sitelinks.
Additionally, Bing and Yahoo! continue to challenge Google, while new opportunities for paid search are becoming apparent, ranging from mobile through to social media.
It looks to be an exciting year ahead for what some marketers regard as a stale channel, despite its effectiveness and accountability. But what do those on the frontline think?
Iʼm reminded of a definition of e-commerce I read years ago when I first considered getting into the business. It goes like this:
"The concept of e-commerce is all about using the internet to do business better and faster. It is about giving customers controlled access to your computer systems and letting people serve themselves. It is about committing your company to a serious online effort and integrating your Web site with the heart of your business. If you do that, you will see results!"*
I remember thinking that the ʻserious online effortʼ sounded important, and quite simple.
For advertisers looking for the holy grail in mobile, the iPhone is one of the most attractive targets. And with iAd, Apple is aiming for nothing less than the perfect mobile ad.
But sometimes perfect is the enemy of good, and if rumors that have been circulating are to be believed, Apple's quest for the perfect mobile ad is driving advertisers crazy. It's also driving them away from the advertising solution that's supposed to help them.
I meet a surprising number of prospective clients who confess to having thoroughly disliked their previous SEO agency.
Many of them have simply run into the charlatans our sector unfortunately attracts, but I have encountered quite a few companies which have had decent optimisation work done on their behalf.
The whole world of digital marketing is maturing but it’s still hugely dynamic, particularly in the world of search marketing.
This makes it an exciting time to be involved in the sector but does mean more and more agencies and practitioners are being left behind, clinging to what used to work and sticking with habits even if they aren’t doing anyone any favours.
But how can you spot one of these search marketing laggards, who have fallen so far behind?