One question we have gotten from our retail clients for years at The Search Monitor is: “How does my ad spend on SEM compare to the average for my retail category, and to other retail categories?” Yes, there is a lot of free data out there that has attempted to answer this question. But it’s free for a reason. It just isn’t precise. If a search marketer wanted the good stuff, the top-shelf accurate data that leads to smart business decisions, it usually required a significant amount of work to find and assemble the data. Then, the question was always: “Can I really trust this?” [Read more...]
How do we optimize biddable media where almost no consumers click on ads and even fewer purchase directly from clicking on an ad? [Read more...]
I daresay that realtors were the world’s first social media marketers — well before the Internet ever existed. Social networks predated the Internet and real estate agents have always been exemplary manifestations of shameless self-promoters while still being able to build reputation, trust, and confidence over time. I really think that we social media marketers should be more like realtors — in fact, most of the top online influencers very much do follow in the footsteps of the humble neighborhood real estate agent. [Read more...]
After reading Disruptions: As User Interaction on Facebook Drops, Sharing Comes at a Cost by Nick Bilton in the New York Times (and Facebook‘s detailed fact check), I thought I would spend $21 for your amusement. I would sponsor three Facebook posts. OK, I’ll be honest with you, I came up with that plan after I sponsored one spontaneously and organically to see if anyone might want to join my virtual rowing team, Team Grotto, and join a virtual regatta, the 2013 World Erg Challenge. [Read more...]
My definition of blogger outreach has always been about acquiring earned media coverage from bloggers and online influencers. My definition–and my assumption–has always been that blogger outreach is public relations and not paid media. I may well be mistaken.