Professionals with ample cross-discipline expertise are as rare as unicorns with wings. It is more efficient and cost-effective to put a team in place with the skill sets needed to execute the process, in the correct sequence, from the beginning.
Articles by Rebecca Murtagh
A recent campaign from TD Canada Trust demonstrates the power of human-to-human contact in an increasingly social world and provides lessons other brands can emulate.
Some organizations may continue to view mobile as an "add-on" or supplementary effort. However, those who embrace the shift in behavior and deliver what their customers want and need to make a purchase decision will likely be the ultimate winners.
Your initial instinct may be to gloss over the battle of Net Neutrality. However, proposed rules could directly impact the distribution of content, as well as the effectiveness of online advertising by businesses and brands unable to "pay to play."
Data is the lifeblood of a sustainable business. It drives decisions on content, usability, SEO, social, and more. The brand must assert ownership of data from day one, and diligently manage it as if it were worth its weight in gold. Because it is!
Early on, search engine marketing (SEM) was originally defined as the umbrella under which both paid and organic search would fall. Over the years, however, "search engine marketing" has come to mean different things, depending on who you ask.
The rise of keyword "(not provided)", Google's search results page redesign, Google's heavy focus on paid search, and too many people claiming "SEO expertise" have all combined to make search engine optimization more challenging than ever.
The major search engines offer insight into what they look for in a website. These guidelines are useful for determining how search engine-friendly a website is, and should become a vital reference when planning, optimizing, or evaluating a site.
The lines between SEO, website, content, social media, and mobile are forever blurred. To succeed in 2014, businesses and brands must merge every aspect of customer engagement to create, manage, and own a complex multi-channel, integrated strategy.
Use this 5-step approach to ensure action aligns with performance in your 2014 multi-channel marketing plan. Columnist Rebecca Murtagh shares tips to help marketers better allocate earned, paid and owned resources for optimal results.
Hashtags can be extremely powerful. When you optimize conversations, content, and updates with hashtags, they become more visible to others on social media platforms and search engines. Here's how you can make hashtags work for you.
Organic search traffic data is extremely important to businesses to assess website performance and make informed, data-driven decisions. But 14 new products illustrate how Google is increasingly making Analytics a companion tool for advertisers.
For years the website has been defined as a computer term representing pages on the World Wide Web. This outdated perception is holding brands back from embracing the website for what it really is. Here's how a website should be defined.
The CEO is responsible for every aspect of the business they lead. The time has come for CEOs to step up and take responsibility for the most direct connection they have with customers, employees, stakeholders and the media – social media.
Organic search is extremely effective at reaching new audiences, causing many to forgo the integrated approach and focus just on SEO. Resist this urge! Here's how owned, earned, and paid media supports SEO for maximum organic search performance.
Brands must proactively participate in the creation of, and interaction with, data (social, video, photos, etc.). Those who fail to use data to connect with target audiences face an uphill battle. Here's how you can leverage data sources today.
Social media offers unprecedented access to cultivate relationships with customers, one at a time. For those who seek to build sustainable brands, social media should never take the place of the website as the ultimate destination of the brand.
Most seek to build influence; measure influence; and yes, some will even attempt to sell influence. Yet, few will achieve action-inspiring influence without planning and effort. Here are 10 lessons in how to influence and inspire others to action.
Organic search is the indisputable leader in driving traffic that will convert. Yet it remains among of the lowest funding priorities when it comes to the website or marketing budget. Here are several valuable tips on how to win executive buy-in.
There is more speculation than definitive direction on how search engine algorithms are weighing social signals in search. Here's what we can learn search engines value by dissecting and interpreting search results from Google, Bing, and Yahoo.