Effective content marketers follow a three-step audience research, planning, and measurement process to maximize the odds that their content strategy is going to reach and engage the intended target audience.
Before any sort of execution, our marketing and strategy team created a near 30 page creative brief that was fueled by specific goals we wanted our new website to achieve, and backed up with persona-driven market research.
How do you see this impacting, if at all, market share of search with traditional search providers, Google and Bing? Overall, it is a vertical play within the overall definition of search engines as we know them, though there is potential to take...
It’s critical that search marketers differentiate between branded and non-branded traffic to better assess performance and avoid missing new, more valuable customers down the road. Marketers from strong brands are pursuing the 60 to 40 percent...
This concept, called the search funnel, was not mentioned in the research," said Lisa Raehsler, founder of Big Click Co. To really make something like this concrete, Justin Freid, director of search engine marketing at CMI Media, said he would like...
For example, if you are looking for people talking about sandals and styles then look for evangelists talking about it on the brand page, identify market keyword and discover conversational phrases. Psychographic research and variables are any...
GOAL: Market Research, Improve Customer Satisfaction, Reduce Research Costs brand online insights/comments X _____% focus group insight quality X $_____ equivalent focus group cost / _____(#) insights from average focus group...
But really, how can digital disruptive innovations affect search marketers? "Digital disruption is here," Shar VanBoskirk of Forrester Research announced during the day two keynote at Covario’s INFLECTIONPoint 2013 conference.
She set out to teach participants how to effectively use LinkedIn for personal branding, company marketing, market research and lead generation. Use LinkedIn for market research to drive your content strategy.
These results clarify the extent of the localization challenge for search marketers. The Linkdex geo-ranking research also contained some other key findings: It will examine new research published by Linkdex, which finds that rankings change...
For mobile marketers evaluating their ad placement options, remember that smartphones are used more for finding and contacting businesses while tablets are used more for research activities (price comparisons, reviews, etc.
Support between search marketers and PR/communications teams should be a two-way street. Search marketers can directly support public relations efforts by providing relevant keywords trends and ROI-driving insights to the team.
Research tools: You need to research your plan of attack, so make sure you've got all the tools that can help you on the way. Find out what the hot topics are within your market or industry and make sure to cover everything your customers are...
In the Israeli travel market, call centres are still the primary driver for actual sales, even though consumers are still doing their research online. Last week, we learned about the huge opportunity in alternative search engines,often overlooked...
Just as Big Content sites have been forced to start taking the user experience more seriously to remain competitive, local marketers should consider the risks and benefits associated with a local search environment that has begun to weigh user...
ComScore’s Search Evangelist Eli Goodman said in the report that the shifts in consumer search behavior have opened up opportunities for publishers to add value to their inventory, and for marketers (retailers, e-commerce sites, large brand...
Categories can also help with market research. Exercises in market research and social listening are ways to get to know your customers and stay on top of how their interests change over time. Four areas on Pinterest stand out as the best places to...
With a foundation built on solid market research, we can engage consumers at all points in the purchase funnel, and act on a variety of digital marketing objectives. With more detail around your brand, category and marketing objectives, there are...
A number of interesting insights into brand displeasure with the Facebook platform as a direct sales tool surfaced in Pearlfinders interviews with senior marketers. Just how much of that market could Facebook corner, assuming the reality of the...
If you don’t already understand the people in this market, spend some time surfing the websites where they hang out. Basically, an Avatar is a fictional person who represents a customer type, or niche, in your market.
