A core pillar of online marketing is measurement: you want to track and validate your investments for their value and ROI. Is “branding budget” an extra-territorial creature in performance-driven online marketing? I will explain why it should not be! And since it should not be, it should not be treated as “branding budget”. It must […]
Goodbye to Ranking-focused SEO – Hello to Conversion-focused SEO SEOs are good at understanding the influence of links, content, keyword targeting and organic search engine rankings, but few are focused on transforming SEO traffic to leads and sales. Building an analytical-driven SEO process focused on growing profitability of organic search is a significant opportunity. There’s […]
With the ultimate queen of PPC, Google, introducing alternative pricing models such as CPM and CPA, one may contemplate: are we drifting away from CPC models? Are inflating click prices, the click fraud phenomenon or other factors going to bring this hugely successful model down? Well, no more so than shoplifting is preventing brick and […]