Digital Marketing
A Decade in Search
Search engine marketing didn’t exist in the nineties. Over the past ten years, the industry was created and evolved to sophisticated heights. From the rise of Google, to multiple versions of Microsoft Search (MSN Search, Live Search, Bing), to the countless game changers that have come and gone, no other form of digital evolved more than search engine marketing. We looked back at the last decade to fondly remember some of the defining moments of A Decade in Search.
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Mobile Marketing's Quagmire
Someone once told me that "interactive TV has been a year away for 30 years." Mobile seems to be stuck in a similar quagmire -- driven largely by the fact that it's an incredibly complicated and fragmented space. Remember before the dot-com bust when mobile was "the next big thing"? Here we are almost nine years later and suddenly, as pointed out by Brian Morrissey at Adweek, in the wake of Google's $750 million acquisition of AdMob, everyone is running around declaring 2009 "the year of mobile."
Follow Author Jeremy Lockhorn on Twitter (@newmediageek)
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Mobile Search Engine Optimization (Parts 2&3): Requirements and Growth
Like many mobile applications, two key barriers exist for mobile search growth: data penetration, and reluctance of carriers to open software to outside developers and vendors. However, the environment is rapidly changing with smart phone adoption, open source movements, and partnership deals between carriers and search engines. Mobile search is now poised for a substantial shift into mainstream usage, but it is currently in the beginning stages of development and penetration
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Social Influence Marketing
How Analytics Data Helped Fuel Social Sharing
In mid-December, Razorfish launched its holiday greeting which encouraged people to "Dare to Share" New Year resolutions, while giving back to a good cause.
For this campaign, the Razorfish Edge marketing dashboard platform was used to track, aggregate, and show mobile user activity as participants interacted with the various parts of the promotion (from Facebook to Twitter and email).
An external dashboard provided a daily update with the total amount donated, a list of the top 10 users, and a Twitter feed of resolutions sent. The internal dashboard provided a view of user behavior in each of the social spaces, which gave insight into both failures and successes of the campaign.
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Strategy & Planning
POV: Real-Time Search
Mass adoption of the micro-blogging service Twitter, coupled with the growth of Facebook, has drawn industry attention to real-time search: the ability to search content online that was created and published seconds (not minutes) ago. In the fourth quarter of 2009, Microsoft, Google and Yahoo all announced plans to launch real-time search through partnerships with Twitter and Facebook.
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eCRM Solutions
Using Pay-For-Performance Email to Retain Customers
Why is it you only hear about pay-per-performance (PPP) when it comes to online advertising and customer acquisition? This concept grew out of the online advertising world. In the past, you'd just spend and hope your ad units drove customer sales. It was all about the big idea and reach. We've since evolved into a world of performance models in acquisition. We pay for clicks, we pay for impressions, we pay for leads and we pay for conversions. We do it in search, we do it with email, and we do it with media and exchanges, yet that model stops once you get the first purchase.
Follow Author David Baker on Twitter (@Social_C_R_M)
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