Marketing

This category contains 177 posts

The Importance of Social Listening

By: Martin Cahill So much of what we do in marketing and Search is geared toward execution. Making campaigns, creating content, developing tags, gauging customers or consumers or visitors, forecasting, and so on, all of it is centered around preparation, implementation, and execution. And while the great part of that execution and reporting can be… Continue reading »

The Evolution of Point-of-Care Marketing

By: Lynnsey Rijos There is no question that the patient journey has evolved over time. There are more steps involved, from the time symptoms occur to the time when you visit a doctor. With numerous health websites, people are more inclined to first research their symptoms and then diagnose themselves, or consult a friend or… Continue reading »

SEO On The Page and Off

By: Martin Cahill But there are some aspects that, no matter the algorithm update or the demands of the user, will not change. Those aspects are On Page SEO and Off Page SEO. And while it may seem better to focus on one or the other, the best practice is grounded in contributing to both… Continue reading »

In Defense of Annual Planning

It’s that time of year – marketers are allocating 2018 dollars to their various marketing efforts and trying to answer the question: “What will the brand do next year?” Whether you work for a brand marketer or support one, the implications are very real. You might be spending late nights at the office, marrying strategies… Continue reading »

The Cannes Humblebrag

By: Kevin Ryan The festival is behind us, the data has been collected, and the digital world has had a few minutes to digest the goings on from Cannes. Coming home from Cannes was an interesting journey this year. Not because it was the first time I was invited to speak at such an event,… Continue reading »

Using Surrogate Metrics – The Advantages and Pitfalls

By: David Ruppel When planning a measurement strategy for a digital campaign, it makes sense to align the goals of the campaign and its measurement methods directly. But what happens when that alignment isn’t immediately feasible? In healthcare campaigns, directly connecting prescriptions (or sales or leads generated) directly to a media tactic is the most… Continue reading »

Protecting Your Brand Through Programmatic

By: Amanda Fiore Programmatic advertising is a growing phenomena, accounting for more and more advertising dollars than ever before. Because of its precise targeting capabilities through demographic, contextual and behavioral targeting, and automated nature allowing for efficiencies, it is no surprise programmatic ad campaigns are on the rise. However, media companies need to be aware… Continue reading »

To Build or To Buy? That Is The Question

By: Martin Cahill Whether you’re an agency hired on to help, a client looking to expand their online footprint, or a creative agency in the middle of the two, when discussing Search, you’ll most likely hear, “Should we build content? Or should we buy it through paid search?” This discussion is a vital one, and leads… Continue reading »

Search Engine Land’s 2017 SEO Periodic Table: What Does It Mean For You?

By: Martin Cahill We’re lucky that every year, the fine folks of Search Engine Land assemble their SEO Periodic Table. It’s a thorough, intelligent breakdown of the most important ranking factors when it comes to SEO each year, and while many of the most important factors remain the same, there have been some major changes… Continue reading »

Back To School, Back To Basics

By: Lynnsey Rijos “When will I ever need to use this in real life?” is a common question among those in grade school or high school. We’ve all had subjects we were forced to take, but knew there was no way any of it would apply outside of the classroom. Believe it or not, we –… Continue reading »

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