Digital Marketing

Read part 1: The too familiar persona I imagine we’ve all used Cooper’s personas to routinely “engage the empathy of the design and development toward the human target of the design.” Nothing wrong in using goal directed personas, however one user profile model isn’t the best fit for every brand or its users’ motivations and […]

Much has changed since the last edition of The Art of SEO was published back in 2009. There is one thing that hasn’t changed however; the complexity of Search Engine Optimization. In this episode of Here’s Why, Mark asks lead author of the book, Eric Enge, what has changed not only in the world of […]

So many clients ask for a logo, and then think, “Great, I’m done! Here is my brand.” Not to be the bearer of bad news, but actually, no. Your logo isn’t your brand. Of course, it’s one aspect of it, but it’s really not the most important part. The Designer Perspective One of my biggest challenges as […]

Social media has become the primary way most people discover and share content. When a piece of content sends social media shockwaves, it must have an impact on its SEO value? Not necessarily. In this episode of Here’s Why, Mark & Eric will discuss why social signals are not the straightforward ranking signal that many […]

Have you ever seen those URLs that people sometimes include on their pages, but which are not implemented as physical links? It can be frustrating if someone uses some of your content, and then gives you a citation like that, but it does happen. Did you ever wonder if Google treats those “URL Mentions” as […]

Does your company share a single, objective view of your customers? Are teams adept at sharing customer insight across the organization and encouraged to do so? Does your brand present a consistent, unified face in all channels? If you said anything other than “yes,” your silos may be showing. Over the weekend I dug into Gillian Tett’s The […]

When it comes to interpreting and ranking images, search engines need your help. That’s because Google, Bing and others are unable to actually “see” images. To understand what your images actually depict, they rely on a number of factors to accurately determine that your images, such as product photos, really are what you say they are. Follow […]

While almost anyone can call themselves a “content marketer” just by creating content, not everyone should be one. Simply starting and maintaining a blog is a tremendous undertaking. And really, unless you have an area of expertise to cover, your content will probably get lost in the endless glut of the over-saturated world of content […]

Back in 2010, Yahoo and Microsoft came together in a search partnership to essentially team up against their giant competitor Google. By partnering, search results on both websites would be run by the same system, Bing Ads. This was beneficial for PPC managers for many reasons. When the two accounts were separate, PPC managers had […]

Understanding user needs is a fundamental value proposition for user experience work, and personas are a well-known user experience tool. You might be wondering how practical they are, though, particularly if you are building applications for users within your own organization. Besides helping you learn more about those users, personas can be a great communication […]

As we look forward to a new era on Google+, we can now focus on what we need to do to maximize what we get out of it as a social network, and on what we need to do to maximize our engagement there. In order to measure engagement on Google+, we took a look […]

This great article published by CMO.com (an Adobe publication) two days ago, “Digital Disruption In Retail: Marketers’ Work ‘Not Even Close To Done’,” has four great takeaways for retailers facing the concept of digital disruption and transformation. Lesson 1: Marketers and merchants are still trying to work through the growing pains of omnichannel retail Many large […]