Over the past five years, the client summit has become a popular, annual event among search engine marketing agencies. I have had the privilege to participate at a number of these events; most recently, Range Online Media's Client Summit and Fall Fest, which was held last week in Dallas. While I initially intended to report on a social media panel that I moderated, I felt compelled to relay that almost half of the afternoon was not spent on SEO, PPC, social media or even creative development — rather, it was spent on attribution models that effectively move measurement away from the last click before conversion.
Click Forensics, a pay-per-click traffic quality management and click fraud prevention service provider, has added a new feature to its Click Forensics for Advertisers solution called the Trademark Use report. This technology will identify potential trademark abusers who use well-known brand names to generate PPC traffic.
Search engine Ask.com has launched a new version of its site that includes increased search result relevance, a new user interface and speed enhancements.
Interactive marketing firm Creative Search Media has released four emerging media marketing services: CapTive Digital Media Advertising; PromoTive Viral and Social Media Marketing; AddicTive Email and eCRM; and MoTive Mobile Marketing.
Vail Resorts has partnered with search agency iCrossing to develop and launch Snow.com, which serves as an entry point for all of the Vail Resorts mountain resorts: Vail, Beaver Creek, Breckenridge and Keystone in Colorado; and Heavenly, on the California/Nevada border.
Randy Schwartz, director of search engine marketing, Carat October 06, 2008
For too long, there's been no true planning process for search. The stock line is that search is managed from within, as we optimize performance in real-time. Users identify themselves as your target by the keywords they search and, because the media is sold on a cost-per-click, your traffic is further qualified by the clickthrough.
The DMNews Essential Guide to Search Engine Marketing
No matter which medium is used to touch customers, the likely medium of deeper engagement will be a search engine. Consumer actions have changed dramatically and advertisers need to change their game plans.
No comments:
Post a Comment