The Biggest Mistake Digital Marketers Ever Made: Claiming to Measure Everything

Posted by willcritchlow

Digital marketing is measurable.

It’s probably the single most common claim everyone hears about digital, and I can’t count the number of times I’ve seen conference speakers talk about it (heck, I’ve even done it myself).

I mean, look at those offline dinosaurs, the argument goes. They all know that half their spend is wasted — they just don’t know which half.

Maybe the joke’s on us digital marketers though, who garnered only 41% of global ad spend even in 2017 after years of strong growth.

Unfortunately, while we were geeking out about attribution models and cross-device tracking, we were accidentally triggering a common human cognitive bias that kept us anchored on small amounts, leaving buckets of money on the table and fundamentally reducing our impact and access to the C-suite.

And what’s worse is that we have convinced ourselves that it’s a critical part of what makes digital marketing great. The simplest way to see this is to realize that, for most of us, I very much doubt that if you removed all our measurement ability we’d reduce our digital marketing investment to nothing.

In truth, of course, we’re nowhere close to measuring all … Read the rest

February 19, 2018  Tags: , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Should SEOs & Content Marketers Play to the Social Networks’ "Stay-On-Our-Site" Algorithms? – Whiteboard Friday

Posted by randfish

Increasingly, social networks are tweaking their algorithms to favor content that remains on their site, rather than send users to an outside source. This spells trouble for those trying to drive traffic and visitors to external pages, but what’s an SEO or content marketer to do? Do you swim with the current, putting all your efforts toward placating the social network algos, or do you go against it and continue to promote your own content? This edition of Whiteboard Friday goes into detail on the pros and cons of each approach, then gives Rand’s recommendations on how to balance your efforts going forward.

Should SEOs and content marketers play to the social networks "stay-on-our-site" algorithms?

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about whether SEOs and content marketers, for that matter, should play to what the social networks are developing in their visibility and engagement algorithms, or whether we should say, “No. You know what? Forget about what you guys are doing. We’re going to try and do things on social networks that benefit us.” I’ll show you what I’m … Read the rest

January 19, 2018  Tags: , , , , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Should SEOs and Marketers Continue to Track and Report on Keyword Rankings? – Whiteboard Friday

Posted by randfish

Is the practice of tracking keywords truly dying? There’s been a great deal of industry discussion around the topic of late, and some key points have been made. In today’s Whiteboard Friday, Rand speaks to the biggest challenges keyword rank tracking faces today and how to solve for them.

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about keyword ranking reports. There have been a few articles that have come out recently on a number of big industry sites around whether SEOs should still be tracking their keyword rankings.

I want to be clear: Moz has a little bit of a vested interest here. And so the question is: Can you actually trust me, who obviously I’m a big shareholder in Moz and I’m the founder, and so I care a lot about how Moz does as a software business. We help people track rankings. Does that mean I’m biased? I’m going to do my best not to be. So rather than saying you absolutely should track rankings, I’m instead … Read the rest

July 29, 2016  Tags: , , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Revisiting Digital Marketing Cornerstones: 140-Character Tips from Marketers

Posted by Bill.Sebald

There’s no shortage of advice on the Internet. This holds especially true in digital marketing; after all, we’re the folks who came up with “content is king,” right? If we weren’t the inventors, we clearly co-opted it.

I’ve been wanting to write a piece that takes us back to the roots of digital marketing. A reminder of sorts; one that might serve to snap some marketers out of the mundane daze of their daily grunt work. I wanted to inspire a vacation from hanging out in the weeds, which unfortunately can be common for some digital marketing practitioners. Falling into tactics and routine processes without any deviation certainly feels like grunt work — something that marketing should never be.

In reality, there’s still plenty of life left in classic digital marketing advice. Like music or meals, sometimes the basics still have plenty of flavor left. Maybe you simply have to challenge yourself to hold onto your roots.

So, I decided a great place to collect this general advice is the platform that still hangs onto 140 characters — Twitter. I wasn’t looking for anything too specific or particular, just cornerstone digital marketing advice. I posted a … Read the rest

June 8, 2016  Tags: , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Identity, Affinity, and Personalization: What Marketers Can Learn From Tinder

Posted by bridget.randolph

Everyone has an opinion about Tinder. Whether you’re happily single, actively seeking a partner, or in a committed relationship, something about the concept of “swiping” yes or no on strangers’ pictures seems to guarantee strong opinions. There are endless articles about what Tinder (and similar apps) say aboutmodern dating, love in the 21st century, and, more broadly, millennial shallowness. And, as someone who can’t resist twisting a good dinner party topic into a marketing blog post, I started thinking about how what we know about Tinder and the way people use it can give us insight into how people shop. After all, some of my friends refer to Tinder usage as “shopping for boys.”

[image credit: Read the rest

February 15, 2016  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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