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Managing a brand's reputation online

June 23, 2008

The rise of blogs, customer reviews, photo- and video-sharing sites, and other online social media have endowed consumers with a new — and welcome — degree of power. With blended search now providing access to this store of collective opinion in any combination of formats, brands face increased challenges in managing their reputation online. They must stand out while also putting their best foot forward.

A week of search announcements

Sara Holoubek June 16, 2008

It was a big week — make that a very big week — for search engine marketing announcements. While most are obsessing over the Yahoo/Google partnership, plenty of other news was released. Dear readers, here are the best bits.

Search Engine Marketing Guide 2008 Editor's Note

Eleanor Trickett June 16, 2008

Thanks to an uncertain economy — in which companies are closely evaluating all areas of their marketing budgets and demanding controllable, accountable and measurable media — search engine marketers are standing firmly on center stage. More than $12 billion was spent on search last year, and that number is expected to more than double in the next three years.

Driving search conversions with display

Michael Hubbard, CEO, Media Two Interactive June 09, 2008

A well-rounded media mix is essential to any marketing campaign, because no channel alone will have the same results as several channels working together and supporting each other.

Putting mobile search trends in context

Anne Baker, VP of marketing, Action Engine Corp. June 09, 2008

We all love the concept of mobile search. For today's busy mobile professional, it is reassuring and convenient to have all the information the Internet can hold just a few mobile-phone clicks away.

Use SEM to attract college crowd

Greg Titus, CEO, CourseAdvisor Inc. June 09, 2008

Rather than quantity, it seems quality has become the driving factor behind lead purchases for post-secondary schools. Traditional direct marketing is giving way to more targeted messaging, with positive results. Forward-thinking marketers are focusing their efforts on smaller campaigns, using demographic targeting of those individuals most likely to respond.

SEO evolved: Digital asset optimization

Lee Odden, CEO, TopRank Online Marketing June 02, 2008

One of the few things to be counted on in search marketing is that there will be change. That change comes in many forms including search engine algorithms (albeit more gradual than large, singular events) and consumer search behavior, as well as the introduction of evolving search channels such as social search and the semantic Web.

Using 'searchandising' to satisfy and keep customers

Shaun Ryan, co-founder/CEO, SLI Systems June 02, 2008

Customers have high expectations in the online world, and retailers are learning that to be successful they need every advantage to differentiate themselves from their competitors.

Five ways to optimize for video search engines

Gary Baker, founder/CEO, ClipBlast May 23, 2008

As the video Web rapidly emerges as the largest video-distribution platform in history, it is imperative that search engines can find your videos as easily as they can find your other Web content.

Paper 1, technology 0?

Sara Holoubek May 23, 2008

Last week, I had a lesson in integrated marketing from a most unlikely source: classical musicians. Humbling moments such as these that remind me just how important it is to heed one's own advice when it comes to delivering on multiple touch points.

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