Consumer Search Behavior You Can Profitably Act on Today

Do you know the benefits of consumer search insights? As a marketer, manager, or marketing executive, you should understand the importance of adjusting your search marketing strategy to the realities of online search behavior. The consumer search behavior insights that you can profitably act on today include investing more time and resources in SEO, focusing SEO efforts on Google search, and creating better content for the keywords that you are targeting. Oh, and don’t forget to target trending phrases such as “best” or “near me.” Continue reading “Consumer Search Behavior You Can Profitably Act on Today”

Powerful Local Search Strategies for Small Businesses

Small businesses with a local physical address are reliant on local SEO to grow their business and help expose their brand to more potential customers. In the last few years, the growth in mobile search has resulted in a big boost in local search volumes. A lot of these search queries include state name or the city and sometimes even specific neighborhoods and area codes. Local SEO has undergone many transformations through all of last year but the fundamental ranking factors remain more or less the same. Local businesses still have a much better chance of ranking higher locally than a nationwide company, with a properly optimized site that feeds Google with all the right information. Here are a few pointers on what inbound marketers and small businesses can do to design an effective local search strategy to help them dominate the rankings. Continue reading “Powerful Local Search Strategies for Small Businesses”

DirectiveGroup 10 Years – What Has Changed

DirectiveGroup 10 Year Anniversary

““The only strategy that is guaranteed to fail is not taking risks.”

— Mark Zuckerberg, founder, Facebook

While it has been a joy and a pleasure to participate in the growth and development of DirectiveGroup over the last ten years, I have experienced it as one of those strange time warps in which time seems to have sped by and at the same time to have crept by very slowly. It is incredible to believe it has been so many years since we launched DirectiveGroup (née LocalDirective). I’ve been asked and lately have been pondering: what has really changed and what has not changed in the last 10 years? And … that question has set me to thinking.

Changes in the Digital Environment

Well, for one thing, digital marketing is almost unrecognizable from the form in which it existed when we started our digital marketing agency. Options have proliferated and … Continue reading

Ad Fraud: Brand War Against Bots

Ad fraud on apps and the web is an endemic problem. Advertisers, publishers and agencies are engaged in a war against digital ad fraud bots. In a reaction to ad frauds, recently P&G cut $140 million and Chase slashed the number of websites carrying their advertisements by almost 99% without experiencing any change in business outcomes.

Ad fraud is the practice of serving digital ads that have zero chance of being seen by a human user or are intentionally misrepresented. Nonhuman, or bot, traffic use tactics like rotating user agents, random proxies to generate fake pageviews and fake clicks, even fake form submissions and, more for paid ad impressions. In 2018, nonhuman fraud traffic in digital advertising is estimated to cause losses of around 19 billion U.S. dollars to advertisers worldwide. There is also intentional misrepresentation in the form of human-based traffic fraud generated by publishers, who hide ads by “ad stacking” or “impression stacking,” For example, impressions can be generated when web sites are loaded as pop-unders on porn and piracy sites, or through domain spoofing. It is a significant problem that affects multiple formats, such as display and video.

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Marketing Definitions 101

Do you experience a certain level of confusion when it comes to the myriad of marketing terms?  How about something as simple as the difference between the term ‘marketing’ and ‘advertising?’

You’re not alone. A good many use various related terms interchangeably. But, although they are similar, they refer to different actions.

It’s a good idea to distinguish the difference in order to communicate effectively with others in your organization and to better comprehend the nuances of your marketing strategies and activities.

While researching, I discovered the perfect analogy for this topic at Free Management Library. There, the writer cited a Reader’s Digest quote, which is the ultimate marketing alchemy and makes this subject very simple. I don’t know about you, but I like simple.

“… if the circus is coming to town and you paint a sign saying ‘Circus Coming to the Fairground Saturday’, that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed, that’s publicity. And if you get the mayor to laugh about it, that’s public relations.” If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales.”    M. Booth and Associates, Inc.
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Google for Success

Google logotype on a keyboard buttonGoogle’s innovative search technologies connect millions of people around the world daily with information. Google features a number of powerful tools that are rich in search engine optimization (SEO), which makes businesses easier to find. Its targeted advertising program provides businesses of all sizes with measurable results, while enhancing the overall web experience. Google is building a unified platform of applications and services that communicate with one another to allow brands to better connect with their customers. Small businesses looking to boost their search rankings are realizing that Google is a powerful visibility platform that can help generate more foot traffic to their stores. With Google+ the company identifies and authenticates users across all its services, including search, Gmail and YouTube to help improve those products and serve better advertisements. There are numerous ways you can take advantage of Google to gain more exposure for both your content and your … Continue reading