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Last week it was announced that I am going to be blogging for State of Search in a series of guest posts talking about one subject: ‘Integration of Marketing Channels’. The posts will be going live daily over the course of the next two weeks.
My blog first post is titled ‘The Importance of Using Social to Impact Branded Search’ which follows on nicely from what we have been talking about at Koozai over the past year.
As the internet continues to grow, more searchers are becoming aware of counterfeit products, fake companies, credit card capture systems and scams and this is why I think that, moving forward, all brands will need to protect their assets and ensure they are perceived in the best possible light online.
The idea of the guest post series on State of Search is to hear the views on the topic of integrated marketing from different people in the industry. Bas van den Beld has various people from a range of sectors in the industry including conversion optimisation, link building, SEO and email marketing.
To date the following guest bloggers have been announced, but there are more to come:
It is going to be an interesting couple of weeks on State of Search and something that I am very proud to be a part of.
Stay tuned to the series as Bas will be revealing something very special for the readers of the blog at the end!
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.