When “Time and Money” Becomes “Content and Ads”
Imagine that you are a marketing vice president living in the early 1950s, when television first became widely popular in the United States. The CEO of your company wants the millions of users of the new medium to know about your product – but he is not interested in...The Hype Cycles of Marketing Mediums and Methods
As technological innovations occur at an ever-increasing rate, marketers often develop unrealistic expectations because they think that each new gadget or medium has made all of the previous communications strategies obsolete. Far from it. For example, social media is...The New SEO Lessons from The Avengers
TEL AVIV – Here in the Silicon Valley of the Middle East, I finally saw the hit movie “The Avengers” only recently since it had finally come to Israeli cable TV. As a fan of director Joss Whedon, I loved watching how a group of heroes with expertise in...Schema Code: Optimizing for Clicks, Not Rankings
One of my first jobs in search marketing some years ago was managing the English website of a forex company based in Tel Aviv that had sites in various languages and targeting various countries. Each week, the CEO wanted us to update and send spreadsheets of keyword...PPC is Dead. Long-Live… Cost-Per-Action Ads
If you want to understand why pay-per-click (PPC) advertising has become a less and less viable option for small businesses and start-up companies, ask Tom Telford. According to a recent article in the New York Times, he had founded a vacation rental-management...
I Speak
“Someday, I’ll get to see Samuel Scott speak live. For now, the transcript and slides will do. Great material as always.”
— Blaise D’Sylva, VP Media at Dr Pepper Snapple Group