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Is it time to say farewell to the old model of assigning all the value to the last click? Many marketers want the ability to measure customers' paths to purchase and understand the influences of each channel on a sale.
It would be a dream to accurately measure the impact of your TV ad on generating uplift in an outdoor campaign, driving interest in your press ad, which subsequently delivers a sale.
But can this now be achieved online?
One of the biggest challenges in paid search marketing is measuring the impact of generic keywords on your sales.
We all believe generic keywords have a brand-building benefit, but how can you accurately measure this?
Google is reportedly set to add blogs to its Universal Search results, posing another SEO challenge/opportunity for online marketers.
Marissa Mayer, the firm’s search products and user experience VP, told eWeek that its search listings would start to include blog pages from this week or next.
Human-powered search engine Mahalo has launched new social features to encourage users to create a profile and communicate with friends on the site.
Occupying the top of organic and paid search listings can not only pay off in terms of performance marketing – it can also have a big impact on consumers’ perception of brands, a new study has found.
Conducted by eyetracking firm Enquiro Research, the tests discovered “a significant correlation” between search marketing efforts and brand affinity, brand recall and purchase intent.
Wiep Knol has put together a very useful list of the most important factors involved in building links for your website.
In the style of the SEOmoz search engine ranking surveys, Wiep has asked 17 SEO professionals about what makes a link valuable or not, and has listed the factors considered most significant.
With cookie deletion rates leading to significant problems with tracking online campaigns, a solution finally exists.
However, with greater tracking comes responsibility and consumers are becoming more savvy, as the Facebook 'Beacon scandal' has shown.
Calling all social media heroes! Are you fed up seeing the same old chestnuts trotted out as examples of great social media campaigns?
With mobile phone penetration significantly higher than PC ownership, why has mobile internet yet still to take off?
While many predict that mobile internet is set to explode, could its simplicity also be its biggest failing?
The last few months have seen a string of firms brutally punished after failing to react to PR disasters quickly.
Both Northern Rock and Mattel have been hit by huge waves of consumer panic and could have lessened the impact had they communicated more effectively, including via the web.
So is HM Revenue and Customs (HMRC) doing all it can online to help people hit by its Child Benefit data disaster - the scale of which is up there with both those businesses?
Having already raised $20m in funding for his human powered search engine, Jason Calacanis is seeking a further $20m.
The serial entrepreneur is valuing Mahalo at a rather whopping / ambitious / ridiculous $175m, according to Matt Marshall at Venturebeat, meaning that the search engine is worth another $75m more than it was when it launched back in May this year. Astonishing...
A few years ago, managing your search campaign was straightforward. Using a standard bid management solution and buying a few thousand keywords delivered a very effective ROI to meet clients’ objectives.
As the industry grew and CPC prices increased (success grew demand) SEMs had to find new and innovative ways to keep their campaign results buoyant, often by adding a few hundred thousand additional keywords to offset rising costs (often cited as ‘the long tail’).
As the search landscape becomes more opaque and bid management tools in their purest sense have died (since bid to position no longer exists), search campaign management is now experiencing a period of limbo.