search

Will Social Rule the Marketing World?

54 Percent of All Ad Expenditures in 2010 Were Spent on Direct Marketing

No. It won’t.

The truth? Online media — all forms of it — increasingly rules the world, but social is just a piece of that converged puzzle.

When you look at the numbers direct marketing rules the world, at least from an overall marketing spend perspective (see above chart from the Marketing in the Round infographic), money is being invested in direct tactics like email marketing, direct mail, search, and more first. That’s because the direct marketing approach yields the most ROI at a 10:1 ratio, according to the Direct Marketing Association (DMA).
Read More »Will Social Rule the Marketing World?

Content, Search and Social: A Love Triangle

Caitlin Livingston & the Pyramids
My wife Caitlin “holds” a pyramid in her hands…

Experienced online marketers know there is no avoiding integrating content, search and social for a complete Internet strategy. They are irrevocably tied together, and increasingly so with Google, Bing and other search engines focused on adding social context to search.

I was reminded of this reading Top Rank Blogger and CEO Lee Odden‘s Optimize, which tackles the triple crown of online marketing – SEO, social media, and content marketing – with a deft hand. If you haven’t read it yet, Optimize does a great job of taking readers through the process of conducting research, choosing approaches, and encouraging familiar and new tactics alike to optimize just about every imaginable part of your online presence.

The dirty secret about social media was that in the beginning it was completely search driven with content and blogs sourced as primary content. Marketers began using blogs to compliment traditional marketing and trumping traditional web pages with fresh new content. Then social networks like Facebook and Twitter became entrenched in the online space. Search increasingly used social verification to qualify online content.
Read More »Content, Search and Social: A Love Triangle

Why You Should Care About Twitter vs. Google+

Google+ Enters PageRank Algorithm

Perhaps you saw the epic war of words last week between Twitter and Google. The conflict revolves around Google’s inclusion of Plus activity into its search algorithm. Called “Search Plus Your World,” this addition of the Google+ data has far ranging implications for online marketers. It dramatically increases the value of Google+ activity in comparison to its primary competitors Twitter, LinkedIn, Tumblr and, of course, Facebook.

Consider how prominent this change is. In the above screen capture, personalized results are featured right above the top search result for “crux.” Also one of my Google+ posts is featured as the third result.

Search Plus impacts both traditional search marketing and social media. First of all, Google still dominates search with roughly 66 percent of all web based inquiries going through its site.

Read More »Why You Should Care About Twitter vs. Google+