How Google Search Works (in 5 minutes)

Every time someone searches for content on the internet, there are thousands, sometimes millions, of webpages available. How Google figures out which results to show starts long before a searcher begins to type.

In brief, Google evaluates the search terms a user enters into its search engine and matches them to the content on … Read the rest

Full-Funnel, Multi-Touch Marketing

5-sec Marketing Funnel video

Full-funnel, multi-touch marketing is how to reach customers at all stages of their purchase journey. By using a variety of channels (see below) and touchpoints (see below), businesses can create a more effective customer experience that builds brand loyalty and drives sales.

In the simplest terms, full-funnel, multi-touch marketing represents a … Read the rest

Good Advertising Psychology (True? Or Not?)

Although the above video represents what it considers as “good” advertising, it would be better described as “big budget” advertising and particularly “big brand” advertising.

It breaks down advertising into two camps:

  • Ads that focus on the quality of the product (thinking)
  • Ads intended to arouse an emotional response (feeling)

The above video primarily … Read the rest

Positioning: The Battle for Your Mind

It’s been about thirty years since I read the original text by Al Ries and Jack Trout and I recently got around to reading the 2001 version. It’s a classic marketing book. Here are a few excerpts from Positioning: The Battle for Your Mind.

  • Positioning is not what you do to a product. Positioning
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What is Search Engine Optimization?

Search engine optimization (SEO) is an Internet marketing process and strategy that focuses on making a website more friendly to search engines for the purpose of improving search rankings. Better search rankings can result in not only a higher quantity of traffic, but with good SEO, a better quality of traffic.

SEO facilitates the interaction … Read the rest

What Is Programmatic Advertising?

Many of the ads that you see on your computer, tablet or phone are targeted specifically to you. Here’s a brief outline of how programmatic advertising works.

Certain websites have default locations on their pages for the purpose of displaying digital ads. But the ads that are placed in those locations are changing in … Read the rest

Good and Bad of Modern Marketing

Artificial Intelligence

With the advent of modern advertising, and internet marketing technologies in particular, has generating more sales become easier, more efficient and less costly?

Or in fact, has marketing become more complex, more misunderstood, less efficient and more costly? (And I’m not even talking about integrating artificial intelligence into your marketing and advertising mix).

In brief: … Read the rest

What is Copywriting?

If we said copywriting is presenting written words to best communicate a marketing concept, such as on a website, in an email, in an advertisement or a direct mail letter, or on TV, radio, press releases, catalogs, billboards, brochures, sales letters, and other marketing communications media, that would encapsulate the essence of the term. But … Read the rest

Practical Advertising Goals when Competing in the Current PPC Arena

PPC IN THE PAST

Pay-per-Click (PPC) advertising used to be relatively easy. 15 years ago you didn’t need to know much about the technology, because it was vastly simpler and required a fraction of the choices (and decisions) that are available nowadays. There was also much less PPC competition, so your ads (whether good … Read the rest