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by Kyle Grant
http://www.enquiro.com
Recently I have read a blog posting about the five secrets PPC agencies don't want you to know. The majority of the blog centered on dissatisfaction from business-to-business (B2B) marketers with PPC agencies. For the most part I agree with the arguments made in the blog posting for the majority of PPC vendors, mainly those who don't 'get it.' The core Search Engine Marketing (SEM) has never been about bidding on keywords and optimizing quality scores, true SEM stems from an in depth understanding of the target customer and the purchase decision process.
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by Michael Fleischner
http://www.marketingscoop.com
There are a number of basic marketing fundamentals that everyone needs to know in order to generate attention, interest, desire and action among prospects. But to be successful in today's competitive environment, you need more than a basic understanding of a traditional AIDA model and the 4 P's (product, place, price, promotion).
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by Jody Nimetz
http://www.enquiro.com
B2B marketing can be, and most often is, a complex process. However, a complex process doesn't always require a complex solution. To me, complex means ambiguity and ambiguity means lack of clarity and direction. I find it frustrating when people take a complex process and make it more complex. Why not attempt to simplify the process? In the online world, B2B marketers often try to have elaborate and dynamic websites that feature complex navigation and URL structures with complex messages. Yet one of the most common things that I hear with regards to B2B sites is that there was not enough information or too much of the wrong information to help understand the company's solution offering. Ambiguity anyone?
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by Gord Hotchkiss
http://www.enquiro.com
Why is search engine marketing defined by diametric opposition? It seems like for every question there are two extreme answers. And these polar opposite viewpoints are held with a tremendous amount of passion. The least questioning of our position can unleash a firestorm of retribution. Blogs kick themselves into high gear as aspersions are cast without a second thought. We rise passionately to defend our position, questioning the pedigrees and mental capacities of our opponents. How could someone be so incredibly dense to not see it our way?
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by S. Housley
http://www.feedforall.com
Consider following these simple podcasting tips to get the most from your podcast and make it stand out from other podcasts in the crowd.
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by Kyle Grant
http://www.enquiro.com
Click fraud has been used as a scapegoat for many pay per click (PPC) campaign's shortcomings, but recent press releases cite click fraud as only a very small percentage of the clicks that a pay per click campaign will receive and not the problem as hyped in many of the industry and trade magazines. According to an article by Enquiro's Gord Hotchkiss, citing interviews with top click fraud experts from Yahoo, MSN and Google; click fraud accounts for only 0.02% of clicks. So now that the scapegoat is effectively dead, its time to look to conversion paths and landing pages.
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by Gord Hotchkiss
http://www.enquiro.com
The search engines have a dilemma on their hands when it comes to click fraud. We're all clamoring for more information on the issue. We all want solid numbers to help us define the scope of click fraud. The very fact that we refer to it as click fraud is confusing. A lot of things get thrown in the click fraud 'basket' that are in no way fraudulent. Thanks to sensationalist reporting by publications like BusinessWeek, click fraud is portrayed as the biggest scourge to threaten the Nirvana that is search marketing. A tremendous number of resources have been dedicated towards click fraud by the engines themselves, in response to the advertiser's demand that the problem be stamped out.
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by Jody Nimetz
http://www.enquiro.com
Given the understanding that most B2B organizations offer high end products or services, we know that the time that it takes to qualify a lead, nurture the relationship and convert the lead into a sale can take months or even years. The thing is, there is one more step involved in this marketing process for B2B marketers to consider and that is to make your customer an evangelist for your organization.
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by Gord Hotchkiss
http://www.enquiro.com
Google's announcement a little more than a week ago that they would be showing personalized search results to more people through a change in the sign in/sign out default signaled perhaps the most significant change in search marketing in the past few years. Fellow SearchInsider David Berkowitz dealt with some of the SEO implications in his column on Tuesday. Today I'd like to deal more with the user side part of the story. Although Google's announcement represents a relatively minor change in terms of user experience, at least for the present time, it represents a step down a path from which there is no return, and this path marks a dramatically different direction for search that will have far reaching implications, both for advertisers and users.
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by Jody Nimetz
http://www.enquiro.com
We've been saying it for months, "search is going to get personal". Personalization of search is not a new concept. As far back as November 2005, Google has been looking at ways to incorporate personalized search into the results they provide. Google has established a number of personalized search products including Google Search History where you can access and manage your search history from any computer. Personalized search is offered as an option whenever you sign up for a Google account, which you need to use AdWords, Gmail or other Google services. You can also add personalization using your manage account page. A few years ago, Google Labs saw the release of Google Personalized Search a service that reorders search results based on your history of past searches, giving more weight to topics that interest you. The inevitability of personalized search is upon us.
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