Google Algorithm Changes Benefit Directory Sites at the Expense of Local Businesses
Back in May, as part of a number of designed experiments related to local search, we observed a big shift in the Google search results for a number of local service and retail queries. I documented some of the observations in May's column: "Was the Penguin Update in Fact the Honey Badger Update?" I hypothesized that the Google Penguin update favored directory sites; both Internet Yellow Pages (IYP) sites and vertical listing aggregator sites at the expense...
Gregg Stewart | Local |      
Irony: Optimizing Marketing Automation Requires Human Intervention
It seems to be a great truth in digital marketing that the more automation you apply to data management, the more you need smart people to manage and optimize it. Contrary to the machine automation benefits of the 20th century, where automation on the assembly line increased productivity and replaced human workers, marketing automation technology increases output efficiency and scale, but still requires marketing expertise and analytics to ensure the ROI. Think...
Stephanie Miller | Marketing Automation |
The Dreaded GRP
The advertising industry has a love/hate relationship with the gross rating point (GRP). On the one hand, it's the currency of traditional media. On the other, it's a thoroughly flawed metric that fails to capture the unique attributes of various media channels. Many in the digital world (myself included) have railed against adopting this dinosaur since the first video was streamed online. We'd all point to the fact that the GRP doesn't account for interactivity;...
Jeremy Lockhorn | Strategies |
EA Shifts TV and Print Budget to Facebook
EA spent $2.75 million on Facebook for a seven-month campaign
Matt Kapko | Social Media | Print version 7 Social Media Tactics Your 2013 Budget Needs to Succeed [Research]
To improve your marketing results from your social media strategies, start by acknowledging that consumers are active on social media venues to socialize.
Heidi Cohen | Actionable Analysis | Print version Cookie Deletion and Upper-Funnel Targeting
What will the impact of cookie decay be on digital marketers?
Nathan Woodman | Display Advertising | Print version Reach More Consumers With a Welcome Series
The key to a successful welcome series is the content of the message and how effective it is at driving readers to the action that you want them to take.
Jeanne Jennings | Email Marketing | Print version Razetti Leaves Grupo Gallegos for Lapiz
A roundup of digital ad and tech industry news from Adap.tv, David&Goliath, NGP VAN, and more.
Daniel Mickens | Agency Spotlight | Print version Obama Outspends Romney on Digital Ads 4:1
Original ClickZ Politics analysis shows the Obama campaign continues widening its lead in digital ad spending over Romney.
Kate Kaye | Politics & Advocacy | Print version Omni-Channel Marketing: Your Next Challenge
Every marketer needs to move beyond guessing at cross-channel digital ROI and start building a holistic understanding of the consumer behavior path.
Andrew Solmssen | Strategies | Print version Is HTML5 the End of Native Mobile Apps?
Businesses seeking comprehensive mobile solutions are finding that HTML5 best meets their needs, as its features are built to support multimedia elements with consistency across devices.
Hernán Gonzalez | Mobile | Print version 6 SES San Francisco Key Takeaways
Big data and business optimization versus campaign optimization and quality content.
Kevin Lee | Paid Search | Print version History Repeating: Mom-and-Pops Are Coming Back
As our society is becoming more "99 percent"-focused, we're looking again for small stores and personalized customer service.
Jack Aaronson | ROI Marketing | Print version | 
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