SMX Advanced is that conference where you get a pulse on the digital marketing industry. With hundreds of experts under one roof, the conference gives you a still frame of what topics are trending, the challenges that digital marketers are experiencing and little nuggets of gold from testing results, insider knowledge and best practices coming to the fore.
I’m going to share with you a snapshot of the digital marketing landscape and some of today’s top digital mediums where businesses are spending their time and money to connect with their target audience.
Last month, Google introduced the Knowledge Graph with the claim "things, not strings." Google says that the new algorithm "understands the world a bit more like people do." This has a major impact on how you have to optimize your web pages.
We all know that social media has turned the process of marketing on its head. The customer has more power than ever to initiate, drive, and change the entire branding process. However, social media is now impacting the very social frameworks of society, and is giving people the power to start impacting and shaping political process and governments. Traditionally, the political party who has the most media support tends to win elections. There is a correlation between the US presidential candidate who raises the most money for their election campaigns and the one who gets elected.
To my father-in-law, the Internet is a big black box that he doesn’t understand, but inside of which, all is possible. This became clear to me after the following conversation:
Last week I talked about the power of our beliefs to shape our view of the world around us. I also mentioned how our belief constructs impact our view of brands. As luck would have it, two separate pieces crossed my path this week, both of which provide excellent examples of how we may perceive brands, and how marketers often get it wrong when trying to shepherd a brand through the marketplace.
With all the hype about Google's latest algorithm updates, it is easy to forget about the basics that are needed to get high rankings. Before you work on the links to your site, your web page basics must be right.
For example, the title tag has a very big influence on the search engine positions of a web page. In addition, the title tag is very important because it is the first thing that people see in the search results. There are several things that you can do to optimize your web page titles.
There is a lot of information out there emphasizing process and tools that will help your business convert more visitors to qualified leads. Content marketing seems to be an afterthought. I don’t think it can be said enough how important good content is to your entire digital marketing strategy. Specific to lead management optimization, content is at the core.
There’s a chicken and an egg paradox in mobile marketing. Many mobile sites sit moldering in the online wilderness, attracting few to no visitors. The same could be said for many elaborate online customer portals, social media outposts or online communities. Somebody went to the trouble to build them, but no one came. Why?
A common mistake in a Google AdWords campaign is to not make use of the available match types. Using different match types can help in the identification of additional keywords, increase Click Through Rate CTR, increase Quality Score QS and decrease cost.
Last week, in Part 1, we mapped out some changes to landing pages and destination URLs that had an impact on Google AdWords performance metrics. In this post we will review Google’s feedback to the scale of the changes in PPC metrics and also provide some recommendations to minimise the impact on your PPC account performance.