Blog Component

The 10 plagues of marketing and how to cure them

December 5, 2016
Theres a war thats raging in the marketing and advertising field. Its a clash of ideologies. There are those practicing deceit, knowingly and unknowingly. Others are so focused on short-term self-interest that they forgo any chance of long-term, mutually beneficial relationships.

Here are the ten plagues afflicting marketing. The Old Testament theme describing them came about when this thesis was initially delivered as a talk at a private conference hosted by an Israeli venture capital firm. Each plague is paired with a commandment that agencies, brands, publishers, and technology vendors can follow to reverse the course of the epidemic.

1) Trust Disintegration: Trust among all parties agencies, brands, publishers, tech vendors seems to be at an all-time low. This lack of trust evokes the plague of blood: it seeps into every dealing and interaction, and it threatens our livelihoods. All the other plagues stem from this and worsen this.

Commandment: Thou shalt put your clients and partners interests first even above your own.

2) Shinynewobjectism: How distracting it must have been to be bombarded by one frog after another. Marketers are constantly trying to juggle distractions of the latest buzzwords rather than focus on what will drive the most business impact. Granted, marketers do need a portfolio approach with calculated bets on what will matter more in the future.

Commandment: Thou shalt prioritize what works while planning for whats next.

3) Federalization: The U.S. federal government, mirroring governments elsewhere, is taking a greater interest in advertising, from influencer marketing to ad blocking. Some may see this as overdue while others see it as overreaching. Regardless, its happening, largely because the government no longer trusts efforts at self-policing. The swarm of regulations will multiply until we do more to show its not needed.

Commandment: Thou shalt stay on the right side of the law and try to do so even before such laws are written.

4) Fraud: The fourth plague is so tough to parse that one cant tell if the biblical text refers to flies or beasts. If the ancient Egyptians werent sure what hit them, neither are billions of internet users, or the marketers who pay for ads that are neither seen nor clicked. Its time for a zero-tolerance policy for fraud.

Commandment: Thou shalt verify the good and disqualify the bad even if your reporting suffers in the short term.

5) Robotization: When the cattle died from disease, so did any kind of livelihood security. A different kind of plague will affect many marketing professionals livelihoods. Robots are rising, and that is great for some kinds of efficiency. But it wont be without consequences, as not as many people will be needed to buy media, analyze it, and report on it. Clients will be able to do more themselves directly without the need for third parties getting involved.

Commandment: Thou shalt make way for robots while honing safer skills like strategy and leadership.

6) Recessionism: Once youre hit with boils, it seems like they stick around forever. Even when theyre gone, theyve left their mark. The same is true for recession-era thinking. Since 2008, unemployment is down and the stock markets up, but the recession mentality lingers with the need for caution and cost savings.

Commandment: Thou shalt plan for growth and reward the partners that deliver it with your trust.

7) Long live the ROI (the ROI is dead): The great news is marketers are thinking more about the return on investment theyre getting from marketing. Yet a rainstorm that seems nourishing can reveal itself to be hail. A focus entirely on direct response starves and underserves brand marketers. Brand marketers still need better ways to determine digital ad effectiveness while keeping creativity flowing.

Commandment: Thou shalt create value for brand advertisers through metrics and ideas that matter.

8) Ad Avoidance: When the crops were devoured by locust swarms, there was nothing left for people to eat. When ad blocker swarms rose up, many publishers started starving. With ad blocking, if theres a way, theres a will it doesnt matter so much why people block ads, but that once people can do so, they embrace it.

Commandment: Thou shalt accept that no one covets advertising, so ensure thine ads are really seen.

9) Banner Blindness: With ads that are delivered as intended, so few people notice them. A lot of the problem is that most online advertising isnt what gets featured at Cannes or in Adweek but rather terrible creative thats poorly targeted. Its then blasted out, with tons served on every page. Weve trained people not to look.

Commandment: Thou shalt accept responsibility for creative not just targeting and viewability.

10) Death of the first click (and last): Death of the last click would have been more accurate, but first-click attribution is faulty as well. The death of such oversimplified metrics has been a long time coming, but advances in software, analytics methodologies, and marketer sophistication will paint a truer attribution picture.

Commandment: Thou shalt show the impact of your ads & marketing in the online and offline path to purchase.

The Passover story is ultimately one of sacrifices those made by the Israelite slaves, as well as by Egyptians who suffered under Pharaohs tyranny and stubbornness. All of us in the marketing and ad fields will have to make sacrifices as well to fulfill these commandments. That includes sacrificing inventory for value, quick wins for long-term relationships, easily manipulated metrics for true business value, and assumptions for questions. Its the sacrifices that will lead to our newfound freedom, and the salvation of our field.

YouTube's 3H Strategy Can Fuel Your Content Marketing - Practical Ecommerce

September 19, 2016
In a 100-page whitepaper, YouTube has suggested dividing content marketing into three complementary types to help your business attract, engage, and retain an audience of potential customers.

Google released The YouTube Creator Playbook for Brands (PDF)in 2013 to help companies plan and execute video content marketing strategies on YouTube. Many of the suggestions can be applied to other forms of content, even written content.

One of the most adaptable sections in the YouTube paper describes three types of content that can be used together as part of a comprehensive content plan. These types, called Hygiene, Hub, and Hero, are meant to create a steady pull that attracts folks to your content.

Whether your business posts articles or produces videos, you can apply YouTubes content types to your content marketing strategy.

Hygiene Content

YouTube called the first category of content Hygiene. Technically the term, hygiene, describes the practice of maintaining health through cleanliness. So while it does make sense, in a way, to use it to describe content meant to maintain a relationship or maintain your content marketing, other terms might be better.

Perhaps, you could call this content helpful or problem solving, for even how-to. YouTube defines it as content that satisfies what your is audience actively searching for regarding your brand or industry. It is the tutorial that describes how to do something. It is the product video that explains how to use an item. It is the buying guide that helps a shopper find the perfect gift for a loved one.

This helpful content should attract an audience year around, and be useful to the folks who do find it.

A couple of examples might help. First, here is a video that describesbeekeeping basics. The video was shot at a live class that a multichannel retailer held at one of its stores in 2015. It is how-to content that someone might be searching for on YouTube or Google.

[embedded content]

Here is a second video example. The retailer answers a question, How do I turn my hydrangeas blue? This is something that a gardener might search for on YouTube or Google.

[embedded content]

For examples of written content in this category, check out REIs Expert Advice section. There are lists, articles, and other how-tos.

Hub Content

According to YouTube, Hub content is the content you develop on a regular basis to give a fresh perspective on your targets passion points.

Hub content is evergreen. Hub articles or videos will attract readers and viewers for months or years. These sorts of posts might describe an historical event, something about your brand, or even how your products are made.

If Hygiene content is about answering questions, Hub content is about telling stories.

One of the best and most recent video examples of Hub content, may be Wild Turkey Bourbons Matthew McConaughey Short Film.

[embedded content]

This video, which is a six-minute company profile, is again not something that folks would search for on Google the way they might search for a how-to article, but once discovered, it makes astrongimpression. Many viewers will share it.

Mens apparel retailer Mr. Porter has a nice example of Hub content profiling art dealer Hugo Portuondo. While it may not be the case that shoppers will be actively looking for this profile, it is interesting and engaging when they find it.

Articles like this profile from Mr. Porter's The Journal are Hub content. Readers will return each month for the most recent version of The Journal.Articles like this profile from Mr. Porters The Journal are Hub content. Readers will return each month for the most recent version of The Journal.

Mr. Porter regularly publishes this sort of content, which is another earmark of this category. Hub content is often scheduled. Readers and viewers will return to the hub, if you will, to look for a new installment.

Hero Content

Hero content is your Super Bowl, according to YouTube. Hero content is intended for a broad, large audience and you do your best to promote and push it. Hero content may even be a live streaming event like a webinar.

YouTube suggests getting out in front of Hero content and promoting it before the event takes place. One might argue that some product introductions are Hero content. For example, FiberFix used its quirky and, perhaps, insulting product introduction video at trade shows, in ads, and on YouTube.

[embedded content]

Putting the 3Hs Together

The three types of content are meant to be complementary. They collectively help your business acquire, engage, and, ultimately, keep your audience of potential customers.

Consider planning helpful, how-to content (Hygiene) regularly throughout the entire year. Perhaps, it will be your companys goal to answer one or two common questions each week or maybe publish a new how-to article or video each month. This content will attract users looking for helpful information.

Hub content should also be released regularly throughout the year. This content should be published on a schedule, an editorial calendar, if you will. Perhaps, you publish a series of articles on the first Monday of each month, like a monthly magazine. Or you have a weekly video show released every Thursday.

Your aim is to create content that your loyal readers and viewers can return to at scheduled times.

Hero content is something that you only need to produceonce or twice a year at most. It is when you try to bring everything together to get your content to work with your other marketing. Your aim is to engage a large new audience, which can then be introduced to your business and your other content.

Consider using each of these types of content in your content marketing strategy.

Video: Google Penguin Status, Mobile Page Speed Factor, Facebook SEO & More - Search Engine Roundtable

June 22, 2016
This week in search, Google has finally given us an update on the status of the Penguin 4.0 update - it is closer and hopefully not too far away. Google said mobile page speed is coming to the mobile friendly algorithm in months. Google launched a new tool to combine page speed scores and mobile friendly scores in one. Google rich snippets are updated as soon as Google crawls your structured markup. Google doesnt care if you use underscores or hyphens. Google says faceted navigation SEO advice is tricky. Google explained the info command gives you the canonical version of your site in Google. Google is showing promotional schema markup in the snippets? Google Now on Tap gets way cooler with camera and photo integrations. Google Now can show you indoor maps and local inventory when you enter a store. Google is sending free Chromebooks to some businesses? Facebook is looking to hire a top notch SEO. Zineb from Google won a SEMY award at SMX France and also has left the Webmaster Trends Analyst team to work with the conversation search team. That was this past week in search at the Search Engine Roundtable.

Make sure to subscribe to our video feed or subscribe directly on iTunes to be notified of these updates and download the video in the background. Here is the YouTube version of the feed:

[embedded content] For the original iTunes version, click here.

Search Topics of Discussion:

Please do subscribe via iTunes or on your favorite RSS reader. Don't forget to comment below with the right answer and good luck!

Google's Nexus security update for April fixes 8 critical Android bugs - TechCrunch

April 4, 2016

Google is releasing the monthly security update for its Nexus Android devices today and with it, it is also announcing a list of the security vulnerabilities it has patched in this release. This month, the update includes patches for eight critical bugs, including one that affects the infamous libstagefright library, which has already seen its fair share of well-publicized vulnerabilities.

Google notified its partners about all the issues in this new bulletintwo weeks agoand for them (and anybody else who is interested), source code patches will be made available through the Android Open Source Project in the next two days.

Google notes that the most severe of this months issues would have allowedremote code execution on an affected device through multiple methods such as email, web browsing,and MMS when processing media files.

The majority of the issues fixed with this update were first reported between late 2015 and February 2016. In total, this months update fixes just under 30known vulnerabilities.

Nexus users should see an update for their phones pop up pretty soon.Now that at least a few other manufacturers are following Googles lead in releasing monthly updates (or are at least promising theyll do so), chances are they will also soon fix most of these vulnerabilities, too.

Featured Image: Rob Bulmahn/Flickr UNDER A CC BY 2.0 LICENSE

Suggestions For A Dynamic Search Engine Optimization Strategy

December 5, 2015
dallas seo expert

The search engine optimization process is a crucial one for any website owner. Sites need traffic from search engines to thrive, and it takes some real effort to make your site search engine friendly. Thankfully, this article will give you plenty of tips on how to optimize your website for major search engines.

To maximize your search engine optimization impact, consider your off-site networks. Is your website and/or business widely linked? Are you doing everything you can to take advantage of the power of social networking? Consider these ideas an easy way to boost your page views and name if you cannot answer "yes" to either question.

If you are going to spend money at all in your SEO efforts, a wise buy would be to open a PPC account. A pay-per-click campaign with Google or any other competitor will help you get your site ranked highly in a hurry. There's nothing these big companies behind search engines love more than money, so it's a "shortcut" for the people who can afford it.

When it comes to gaining higher positions in search engine rankings, you have to focus on relevancy. If the search engines notice that your site is valuable to to visitors, you can only raise your position. Just solely relying on SEO will not help your ranking, you need to provide great content that will aid your viewers too.

As a general rule of thumb, search engine spiders will ignore sites that have duplicate pages. It may also get you ignored, though having duplicate pages may give you more keyword content. This can certainly backfire. Make sure each of your pages are unique and original so that you will be found.

Write for your readers, not for the search engine. Search engines are more intelligent these days than ever thought possible. They can actually judge content based on the reactions of a genuine human emotion. If you repeat keywords too many times, a search engine will realize what you are doing and rank your site lower.

Do not clutter your site with useless items that take up valuable revenue space. While many of these things can add some flare or decoration, they also cost you money. If that space could be generating income through an ad or link, yes they may be free, however, it is just wasted space.

Start from the top. You likely will not be able to tackle your entire website for optimization in a week, let alone a day. Begin by working with your top ranked pages, and move down from there. The most popular pages will be the ones to bring you the most hits from optimization anyway, but optimizing them all will bring your site ranking upwards as a whole.

Consider enabling comments if you are trying to search engine optimize a blog. Some people turn off comments for fear of spam, but by allowing visitors to comment on articles within your blog, you can get free, unique content for your blog. Search engines love unique content, so comments can help your blog rank higher in search engine results pages.

Don't use generic words in your key words list, like "computers" and "books". This will generate too many results and will most likely, not show your site at the top. Instead, using more specific words and phrases like "buy cheap computers online," can be less competitive and be more effective for your site.

Never stop trying to get more inbound links for your site. You will see a momentary boost in your rankings but it won't last if you only make an effort to get inbound links once. Having links coming in over time gives you higher credibility and improves your standing.

You should always monitor the ranking of your page using programs such as the Google Tool Bar or Alexa. You should also always know what websites the people visiting your website are from. This gives you an idea of what other kind of websites they may be visiting. Perhaps you can advertise there as well.

To get an immediate increase in search engine traffic pay attention to the news. If you cover a soon to be searched for topic before other sites do, most search engine algorithms will place your link at the top. To get the latest scoops you can follow people relevant to your site's topic on Twitter.

Use a static URL instead of a dynamic URL to improve your search engine optimization efforts. Dynamic URLs frequently are not indexed by common indexing tools, making it more difficult to gain ranking in search results with a dynamic address. Special characters frequently appear in dynamic addresses as well, which further reduces the likelihood your site will be indexed and ranked.

An introduction to search engine optimization can be found all over the Internet. This is where you would go to learn how to get more traffic onto your web site. This is very common for those who have affiliate sites, blogs to generate income.

Keep your links high quality. A few great links will far outweigh a plethora of low quality links, so make sure you're linking to sites that are worth your reputation. If they would be able to link back to you in return, raising the number of backlinks you have, you can also ask those sites.

A tip to help with your search engine optimization is to make sure you are hosting your site with a good company. You will want to make sure they are stable and will not give you many problems. You also want to make sure that around Dallas TX their customer service is top notch in case you do run into problems.

In order to find the best results for what you are looking for when using a search engine, it is important to not use too many words. The more words that you type into the search bar, the more specific that search has become and will hide many valuable options from you.

Stay relevant in the online world by using these tips in your search optimization campaign. If you build your relevance with the search engines, you will easily see higher search rankings. Get a leg up and use these easy tips today. If you don't use the strategies discussed here, your competition may well leave you far behind.

Oracle Nova

5222 Belmont Ave #209

Dallas, TX 75206

(972) 370-5170