Biznology

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Having trouble figuring out how to talk your manager about search marketing? Many people do. We search marketers know so much about the subject that we sometimes have trouble breaking it down into the basics for the people above us—who don’t share our fascination with personalized search or latent semantic indexing. If you want the secret in how to break down the numbers that your superiors are truly interested in, check out my latest post on Search Engine Guide, “Which search metrics do you show your boss?”

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It might sound like a provocative question, but it’s a real question I was asked at a recent speaking appearance. The hard part about answering such a question is that it’s a matter of perspective. Digital marketing is certainly on the rise, but it depends on your company whether that means that traditional marketing is dead, merely sick, or A-OK. Like any good consultant, I know it is annoying to answer a question like this as “It depends” but you’re a lot better off knowing how to think about this for your own business than hearing some apocalyptic pronouncement about marketing in general. None of us does marketing in general. Read the remainder of this entry »

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Every time I speak at an event, I try to understand what this particular audience needs, because not every audience has the same level of understanding or even the same digital marketing problems. Earlier this week, I appeared on a panel devoted to mobile marketing for an audience that was interested and excited about mobile marketing–so excited that I wondered if they were missing the basics of how to think about mobile marketing. If you are interested in that too, then check out my latest post on Search Engine Guide, “What’s the most important mobile marketing tactic?”

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Is the car the ultimate mobile device? Toyota thinks so. With Salesforce.com, they’ve launched a social network for Toyota owners and drivers that keeps them connected to Toyota, to its dealers, and to other drivers. Time will tell if this takes hold, but you have to admit that the Internet-connected car is closer to reality than ever before, and even before we reach that state, we all have network-connected phones with is in the car. The question is, what do you do with that auto(mobile) computing power? Read the remainder of this entry »

Some of you know that once a month we do a free Biznology Webinar on a topic we think will interest you. Today I spoke for 30 minutes on social media listening–how your company can find out what people are saying about you online.  Time was that there weren’t any easy ways to find out what your customers were saying about you. But now your customers are talking to each other on blogs, Twitter, message boards and many other social media venues. Do you know how to listen to what they are saying? Can you tell whether they have positive or negative comments? Do you know how computers “listen” to social media? Or what the limitations of computers are? Do you know how the conversation about you compares to what they say about your competitors? Read the remainder of this entry »