Posts in Content

Writing a search marketing brief in a multichannel world

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.

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Does Facebook work for marketers? comScore says yes

Since going public in what may be remembered as one of biggest IPO disasters ever, Facebook has come under fire as industry observers question the efficacy of its ad offerings.

But is all of the criticism of Facebook deserved? No, at least according to comScore.

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Twitter airs its first television commercial

Didn't think Twitter was mainstream?

All doubt about Twitter's position in the media world was laid to rest this weekend as the company aired its first ever television commercial during the Pocono 400 NASCAR race.

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Thomson Reuters acquires Apsmart

Mobile is creating huge opportunities for publishers, but building mobile applications isn't the forte of most publishing organizations.

So a growing number of companies are turning to M&A to acquire the skills they need to make progress with mobile initiatives.

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Bing and Encyclopaedia Britannica partner on search results

Earlier this year, Encyclopaedia Britannica announced that it would discontinue producing its annual 32-volume printed edition.

"By concentrating our efforts on our digital properties, we can continuously update our content and further expand the number of topics and the depth with which they are treated without the space constraints of the print set," Encyclopaedia Britannica's president, Jorge Cauz, explained.

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Twitter has problems but mobile ads might not be one

One of the many reasons Facebook's share price has fallen substantially in the wake of the company's IPO is that investors are questioning whether the world's largest social network will be able to figure out how to make money from the rapidly growing number of users accessing Facebook through mobile devices.

But another future IPO candidate, Twitter, may have problems too but mobile monetization isn't apparently one.

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Airtime: two of Silicon Valley's biggest names discover video chat

Two of Silicon Valley's biggest names. $33m in pre-launch funding. A roster of A-list celebrities ready to unveil a product to the world.

If you're thinking the year is 1999 and you're at a party in San Francisco, you're wrong. It's 2012 and the city is New York.

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Google buys Meebo to bolster Google+ team

Think acquihires are limited to relatively small deals for relatively small, young companies? Think again.

Google, which is aggressively investing in Google+ despite widespread skepticism over its prospects, yesterday confirmed the rumors that it is acquiring toolbar and ad service Meebo.

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Oracle purchases social media monitoring firm Collective Intellect

Another day, another social media marketing acquisition.

Two weeks ago, Oracle announced the purchase of social media marketing platform provider Vitrue. Yesterday, Salesforce announced that it's acquiring Vitrue competitor Buddy Media.

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Donuts raises $100m for 300+ new gTLDs

Google may have produced a few chuckles with its application to run a .lol gTLD, but some companies believe there's serious cash to be made in the so-called .brand domains that ICANN is going to be approving.

One such company, Donuts, is so confident that the new gTLDs are going to be a hit that it's reportedly raised a $100m Series A round of funding to operate a portfolio of them.

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Salesforce buddies up with Buddy Media for $745m

Over the past several years, many of the world's largest brands have increasingly looked to establish better relationships with consumers by investing heavily in social media.

Now, some of the biggest names in software are investing heavily in startups built to help brands manage their social media initiatives.

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How has the Queen used technology over the last 60 years?

Not content with merely heading up the Commonwealth, The Queen apparently maintains active accounts on Twitter, Facebook and Flickr.

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