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  1. The Challenge of Enterprise Link-Building in a Content Marketing World

    In an enterprise company, this requires a great deal of collaboration and coordination among the various teams that manage each digital marketing channel. It's been pretty clear to most SEO professionals for a long time, even before we knew what a...

  2. Optimizing Search and Digital Marketing With Multi-Channel Attribution Modeling [#CZLSF]

    Initially, SAP found that they might be buying more exposure than necessary, there was a lot of channel overlap, and that optimizing the volume would net better results. While attending ClickZ Live San Francisco’s session on "Optimizing Search and...

  3. So... You Think SEO Has Changed?

    Digital Marketing Channel Integration If we look at all of the activities listed above, it starts to become clear that while the tactics have evolved a little, the core strategic activities and the goals of those activities remain largely unchanged.

  4. Google AdWords Search Funnels Attribution Modeling: Think Hard Before You Act

    Look at your attribution models in the context of your multi-channel funnels, your paths to conversion, etc. This is a pretty clear and obvious research cycle: skiing holidays" > "skiing holidays in france" > "french ski break in march" > "france...

  5. Click to Call, Cross-Device Conversions Deliver AdWords Revenue Lift for 1-800-Flowers

    Make sure the instrumentation is in place to know how many conversions are happening on the phone channel. Optimization and scaling of any CTC campaigns requires a clear documentation of conversions happening via the phone once the customer acts on...

  6. The 2014 Super Bowl Commercials Just Kicked Off

    Both football fans and digital marketers can check out the Ad Blitz channel to see "DORITOS - Crash The Super Bowl 2014 - Finalists Announced. As Leena El-omar, YouTube Sports and Auto Programs, said in a post on YouTube's Official Blog, "It's...

  7. An Integrated Marketing Blueprint to Grow Sales & ROI in 2014

    While some have always approached the digital space with a marketing perspective – applying marketing fundamentals to drive strategy, implementation, and measurement – many have handed off the strategic implementation of each channel to its...