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On Monday, Mike Essex and I attended the Post Graduate Careers Fair at Southampton University to give a presentation to the students on ‘How to Get a Job in Online Marketing’.Following some great ideas from Dave Naylor, Rand Fishkin and Lee Odden we put together a slide show giving some ideas and pointers on how to get a job in the marketing industry, which went down really well with the students of the university.
After the presentation, we relocated to another part of the University and set up a stand so that the students could come and speak to us and ask any questions they had. We had lots of positive feedback on the presentation and the students took some ideas from us which should hopefully help them in their forthcoming job search quest.All in all a very good day and we are looking forward to attending similar events at other local universities over the next year.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.