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Can You Tell Us About Your Current Job?I’m the Senior Search Strategist at Team Detroit. We’re a full service agency owned by WPP. I spend the majority of my time working on Ford, Lincoln and Ford’s other online properties. Our team deals with everything from high level strategy down to creating META data. In addition to working on Ford, I spend a great deal of time evangelizing SEO within the agency as well as looking for ways to better integrate SEO into other departments – like paid search, social media, etc.
Can You Give Some Tips on Getting a Job at a Big Agency/Brand?It all comes down to experience and passion. I’ve always believe that if you do what’s best for your client you’ll succeed no matter where you are. When I look around at the people in the SEO industry who are doing things I notice they all have a passion for search. SEO (and marketing in general) isn’t something you can turn off at 5pm when you go to the gym or the bar. Some of my greatest ideas have come up in random 11pm cross country calls with friends where we just talk about search, the auto industry, and random stuff.
I think the mark of a good SEO is somebody who not only does it for a living, but runs their own sites as well. Having a personal stake in the game is key to developing that passion. The first question I like to ask job applicants is “tell me about your biggest SEO success?” Not a lot of people have ready answers for that.
What Mistakes Do You See Big Brands Making in SEO and/or Social Media? What is the Best Part of Working With a Big Brand?I hesitate to say this because people might take it the wrong way, but what I like best about big brands is that I don’t have to do any link building. I take it for granted sometimes, but with a big brand, we don’t have to do much to get links. As long as we produce good content and make it easy to share the links usually take care of themselves. I know I sound like a Google blog post here, but it’s true. It’s also probably why I think a lot of SEOs hate link building. It’s just not as easy as it was a few years ago. I think that’s why link building is always a popular conference topic too – we’re all looking for quick fixes that just don’t exist.
Speaking of Conferences, Which Upcoming Conferences Will You Be Attending or Speaking At?In Feb. I’ll be speaking on a panel about meaningful SEO metrics at SES Accelerator in San Diego. It’ll be my first time speaking at a conference and I have to admit I’m feeling kind of nervous. It should be an awesome session. I’ve also been told I need to try Phil’s BBQ while in town, so if anybody wants to meet up and get some ribs let me know.
I’m also going to be speaking at SMX West in San Jose. I’ll be giving a case study about moving domains on the domain migration panel, and I’ll also be moderating the Q&A for the “ask the search engines” panel doing the SEO site reviews panel. I’m not sure how submissions work for either of those, but if you’re going and want us to review your site or have a question for the search engine reps let me know and I’ll try to work something out.
I’d also love to attend SMX Advanced and Pubcon this year but we’ll see what happens.
Any Suggestions For New Conference Attendees to Make the Most of Their Experience? Which Industry News Items Have Irritated You the Most Lately & Please Tell us Why.Oh boy…. A complete list of things that irritate me is usually readily available on my Twitter or Facebook – and updated by the minute. Right now mobile is a fun topic. There seems to be genuine disagreement in our industry on whether mobile and desktop search will converge or diverge and what strategies should be employed. I also just read a Webmaster World thread where SEOs were questioning whether on-page factors actually mattered in ranking. Don’t even get me started on that…
What Knowledge Do You Feel is Crucial if You Want to Do Well in the SEO industry?The second biggest thing would have to be the ability to think like Google. It’s easy to get stuck in the webmaster mindset and forget that Google’s priority is to make search more useful to their customers. If more people designed their sites with that goal in mind the web would be a much better place. Think less about about “how can my site rank for this term?” and more about “what would a searcher want to find when they type in this term?” – then go make that site.
You Have a Feisty Social Media Reputation. How Important Is It to be Truly Yourself in Social Media? Personal Questions
Mac or PC? Both. I use a PC for work because that’s what I was given. At home I have a macbook and an iMac for normal use, and a PC that I use when I code. (Coda on the Mac is nice, but I prefer editplus and SQLyog on my PC.)
Tweetdeck or Hootsuite? Tweetdeck – although lately it’s been kind of sluggish for me and I wish it handled conversations better.I have to give the Twitter iPhone app an honorable mention too.
iPhone or Droid? I love my iPhone. I wouldn’t ever go urban camping to get one, but I’ll continue buying iPhones for the foreseeable future.
Favorite drink/beer? Drink? Bourbon. Preferably Makers Mark or Basil Hayden’s. Beer? It’s got to be Shiner Bock – which is quite hard to get here in Detroit.
Star Wars or Star Trek? Star Wars
Favorite Sports Team? Red Wings, Tigers, Lions, and the University of Michigan – and since we get CBC here in Detroit, the sport of curling has really grown on me. It looks like so much fun. Anybody want to go try it with me?
Find Ryan on Twitter @RyanJones and thank you Ryan for taking the time to do the interview!
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Get Over The ‘Next Big Thing’: An Interview On Seo With Duane Forrester
Duane Forrester, a Senior Project Manager at Bing who oversees Webmaster Tools, syndicates to SEJ his well-written, thoughtful blog pieces on SEO. Over late night emails, he answered my questions on SEO, our industry, and why we need to stop waiting for the “next big thing”.
In your first syndicated post for SEJ, you said, “Mostly what it means is that if a business is singularly focused (we’ll focus mainly on SEO this year, and focus on social later), you could be falling behind and not realize it.” That really stuck out to me. What are three strategies marketers can do to stay ahead of the curve to be proactive so they don’t get behind?
Content: Almost goes without saying, yet so many sites try for shortcuts. Searchers are looking for content, not optimized web pages, so why not feed them what they want? When thinking about content, think laterally – do your customers prefer to read or watch videos? Do they respond more to bulleted lists, or long form text? And gathering customers from organic search is the first step. How are you treating them after that? What are you doing to walk them through their research in deeper into your conversion funnel?
Pull. The. Trigger. When you uncover new data and see a way to get involved, give it a try. Don’t be afraid to apportion some of your budget to purely testing new ideas. Win or lose, you learn.
Bonus – invest in customers. Usability testing and in-person discussions will go a long, long way to helping you understand the mindset of your customer. And marketing is the task of using that knowledge to elicit a response. Tough to win when you’re guessing, but easy to win when they tell you, face-to-face, what they want.
You also mention that the department that does more than SEO (such as paid search, social media, customer service, print media, PR, and more) will be in greater demand. I think the responsibility to grow falls somewhat on each person that makes up a department. As individuals, how can we increase our experience to incorporate more of these skills?When most SEOs started, they were often tasked with more than just SEO work. Today’s teams are usually a bit more specialized, but never lose sight of emerging trends (touched on above). Those who seek the trends are better positioned to predict the future. SEOs typically have access to so much data, spotting interesting trends is like a hobby. So a company would do well to exploit that inquisitive nature inherent in SEOs and apply what they can uncover in new directions. I keep calling out SEOs, but this applies equally to those in other discreet disciplines of search and social marketing.
One trend I’ve noticed in our industry is that people are obsessed with predicting the “next big thing” or what’s going to “change the game forever.” Do you like that approach, or is it more effective to keep your head down and focus on the present? (Or, is it a mixture of both?) That being said, obtuse “fortune telling” might be my biggest pet peeve in the SEO world. If you have one, what is yours?It’s got to be that every few months a new “OMG” something pops up, causing people to rethink their plans, reassign resources, and generally it all gets in the way of the main goal: making the business successful. If you’ve build a solid business, on a solid plan and you’re growing, then why be distracted by sideline chatter that is not affecting you? Spending even a week treading down the wrong path means lost time and progress in other areas. Our industry is all about the headline this week (as are most others, I realize), but raising your head every time someone blogs about X means you’re not focused on your goal.
Most Fortune 100 companies (and beyond) now take SEO and paid search seriously. Do you think the adoption process took longer than it should?Gotta give this an “Oh heck yes!”, but then again, I’ve been an SEO for 15 years, so I might be biased. Seriously, though, the adoption timeline is about right. Some businesses have even beaten the curve, as is evidenced by how fast this industry went from a bunch of geeks speaking their own language to a $20B/year space. Large companies, like large ships, take time to reset their course. In the NEXT 10 years, you’ll see this work become ingrained and so intrinsic that no business will skip some form of it. Might not always be SEO as we know it, but the broader spread of marketing efforts: organic, paid, social, etc. will always be part of the marketing toolbox moving forward.
Random Bonus Question: I saw on Twitter that you are a “dog guy,” which makes me extremely happy. Care to share a little about your pups? Here are mine looking angry in Halloween costumes.Diva is a 12-year-old Cavalier King Charles Spaniel. Beautiful and dumb as a stump. Did I mention she’s very, very pretty? Merlot anyone?
Thanks Duane, for answering our questions! See more of Duane’s syndicated posts on his SEJ author page or check him out on Twitter.
Image Credits
Yandex Seo: An Interview With The Yandex Search Team
It’s not common for Google to not be the dominant search engine in a given territory. But in the case of Russia, Yandex holds around 52% of the total market share, with Google holding 46%.
What’s also uncommon is that this data is made publicly available by Yandex, by aggregating data from Yandex Metrika (Yandex’s version of Google Analytics) into the Yandex.Radar Tool.
A lot has happened in the Russian search market over the past couple of years, starting with a FAS (Federal Antimonopoly Service) ruling against Google in 2023.
The ruling meant that Google had to open up the Android operating system more, allowing users to easily change default search engine away from Google.
This has had a significant impact on Yandex’s Android penetration.
Further to my interview with Seznam, I’ve worked with Yandex on getting insight into the changes that have happened in Russia over the past two years, as well as answers to some common Yandex questions.
I’d like to thank Melissa McDonald, Elena Pershina and Anastasia Nazarenko for their time and cooperation in making this interview happen.
Since the 2023 FAS ruling against Google, meaning they had to open up Android to competition, third-party data sources have shown Yandex’s market share continuing to rise against Google. What do Yandex estimate to be the state of play in Russia in terms of market share now in 2023?In August 2023, Google introduced a choice screen on Android that provided over 55 million users in Russia with the option to select their preferred search engine. The choice screen offers an option for users to choose Yandex, Google, or chúng tôi as the default search engine for Chrome mobile.
This change opened up the Android platform, and users have been selecting the option that works best for them. Since this change, we have seen a significant impact on our mobile search market share.
Yandex’s search market share on Android devices has increased by approximately 12% from 40% in August 2023 to 52% in June 2023.
Overall, Yandex’s market share in Russia is 56%, and our mobile search market share in Russia is continuing to grow, most recently reaching 49%, up from 39% in August 2023.
How capable is Yandex in terms of processing JavaScript websites?We started testing with JavaScripts and CSS in 2023 (in Russian), and it has dramatically increased since then.
We, therefore, suggest webmasters open their sites in chúng tôi for the indexing robot. This also helps ensure that there are no problems with the load on the site server when the robot calls for these files.
Does Yandex give any preference to URLs that contain Cyrillic versus Latin characters?Yandex does not give any preferences for URLs containing Cyrillic or Latin. However, we recommend webmasters use a clear structure and human-readable URLs on their sites.
How big of a factor is mobile usability in Yandex’s ranking determinations?Mobile loading speed and user-friendliness are extremely important to Yandex search rankings.
Yandex has been taking significant steps to lead efforts for the growing mobile audience in Russia – recently mobile traffic overtook desktop traffic for the first time.
In February 2023, we launched the Vladivostok algorithm, which takes into account the mobile-friendliness of pages, including the size of webpage content, vertical scrolling, and accessibility on mobile devices.
In November 2023, we opened up our Turbo-pages technology for publishers that allows publishers to create light versions of pages that open quickly on mobile even with a slow connection.
Turbo-pages load about 15 times faster than regular pages and the speed is achieved by optimizing layout, storing page content on Yandex servers, and using our own content delivery network.
From the launch of Turbo-pages to the end of 2023, more than 10,000 websites created Turbo versions and Turbo-pages appeared in more than 45% of the search results for queries from mobile devices.
In 2023, there were over 10 billion visits to Turbo-pages and tens of millions of unique users selected Turbo-pages.
Turbo-pages bring several benefits, namely saving time – we calculated that last year Turbo-pages saved 317 years that would have been spent by website visitors waiting for pages to download.
Does Yandex have any issues in processing websites that utilize CDNs?No, we have no issues processing websites that utilize CDNs or even special recommendations for it.
We always support technologies that help users to more efficiently navigate sites.
How much of an impact have you seen voice search have on the Russian market?Voice search is still in the early stages compared to Western markets but it is continuing to gain wide adoption.
Yandex introduced the Russian market to voice search in October 2023 with the launch of our intelligent assistant, Alice, in our search app.
Today, approximately 20% of queries in the Yandex search application are voice queries to Alice.
Alice has over 35 million monthly active users across multiple platforms that range from our smart speaker, Yandex.Station, to our in-car infotainment system, Yandex.Auto.
Not only have more users started to regularly rely on voice search but more smart products are being developed for the Russian market and other search providers have since launched their own voice search capabilities in Russia.
How do you see the use of voice search developing within Russia in the coming years?We believe that voice search together with smart devices will continue to increase in popularity.
Over the coming years, as the technology improves, the integration into smart devices from home appliances to connected cars will spread the use of voice search.
We envision voice search to become as ubiquitous as the use of Wi-Fi. Anywhere there is connectivity, there will likely be some form of an intelligent assistant to help users with their queries and commands.
How big a role does the Alice virtual assistant have to play in the future of virtual assistants?Yandex has been leading the way for the future of intelligent assistants in Russia.
We have combined our search, machine learning, and speech recognition technologies to build an ecosystem around Alice to the benefit of users and businesses.
We then added Yandex.Dialogues, a skills platform for third-party developers, which led to businesses introducing tens of thousands of new skills such as ordering pizza from Papa John’s, or exercising with Reebok.
At the same time, we also put out our first smart speaker, Yandex.Station, and added Alice to multiple other platforms that expanded its usability from Yandex.Navigator to Yandex Browser.
Alice is also on third-party devices such as the LG XBOOM speaker, which exclusively integrates Alice in Russia.
Most recently, Yandex unveiled Russia’s first smart home ecosystem powered by Alice. Alice can now turn on lights, adjust a thermostat, control a TV, or even make coffee.
Leading manufacturers such as Philips, Xiaomi, Samsung, and Redmond will offer Yandex smart home compatible products, including smart bulbs, plugs, and appliances.
Yandex’s smart home system runs on an open API, enabling third-party manufacturers to integrate their smart devices.
How often does Yandex update its ranking criteria/algorithms?We regularly update our algorithms. We update our algorithms so frequently that we do not make separate announcements for most of them.
We typically announce and provide official names of algorithms that are significant updates and change the general approach to the layout of search results.
For example, Vladivostok, the mobile page ranking algorithm that we mentioned earlier, which was named in honor of the capital of the Russian Far East region because it has the largest share of mobile Internet users in Russia.
Moving away from search for a moment, how popular are Yandex’s other assets (such as Direct, YaBrowser, Maps, Metro, Taxi, etc.)?Yandex is the market leader in almost all of the product segments you mentioned.
After more than two decades of building intelligent products and services powered by machine learning, we have come to offer Russian users an entire ecosystem that helps them better navigate both the online and offline world.
How popular are services such as Maps in comparison to their Google counterparts?Yandex services remain the most popular among Russian users.
Yandex.Maps, for instance, has long helped Russian users get from point A to point B, as the leading mapping service in Russia.
Today, the service helps tens of millions of users also find points of interest, check transport schedules, and get directions, among other features such as checking business hours and directly booking reservations from the search results.
The service, which Yandex built for the local market, is especially well known for having highly relevant and accurate results.
Google provides strong services in Russia that bring competition to the market and help drive innovation.
Our most recently, we added the “Good Place” feature, which awards certificates and distinctive stickers to the best organizations in their categories.
The Yandex ratings and reviews of organizations are an important consideration for users as they choose how they select points of interest in Russia.
More Resources:
Image Credits
Screenshot taken by author, July 2023
Top 6 Social Media Trends
How much has social media usage increased per app?
How much did COVID actually impact our social media consumption? Let’s look at how each social media app grew over the past year:
FacebookFacebook is a tricky one, since most people who were going to make a Facebook account already have one. As such, the platform actually hasn’t seen a notable increase in users over the past year.
Don’t get us wrong – they’ve definitely seen more people join, with a total of 360 million people jumping on over the past year, but this falls into the the company’s normal trend – we don’t foresee a massive increase as the pandemic rages on.
Where they have seen increases is in the amount of time people spend on their site. People used to spend around five minutes looking through their Facebook each day, but that number has doubled as people spend an average of over ten minutes, probably arguing with their relatives about politics.
InstagramMuch like Facebook, Instagram was already a social media titan. However, they did definitely see a jump in users that was a bit more than their projected trend. A total of 19.3 million profiles were added to Instagram in 2023, culminating in a total of 132.8 million accounts.
As far as usage goes, the average ‘grammer spent 30 minutes a day on their platform, which is a 13.8% increase when looking at their figure from 2023 (26 minutes a day).
Keep in mind that, unlike Facebook, not all these accounts are potential customers. Some of these will be brands, blogs, or other accounts that might not be interested in following your brand.
SnapchatJust like the titular snaps themselves, Snapchat is used for short bursts, with 46% of users opening the app multiple times a day. You don’t really browse Snapchat the same way you’d browse Twitter or Instagram, so usage is always brief.
However, they did see a climb in users throughout 2023 after a plateau/dip in 2023, breaking 240 million users in 2023.
TwitterSome people think that Twitter peaked back in 2023, as it’s never since quite reached the heights of its 336 million users. That is to say, it hadn’t broken those numbers until 2023, when it pulled out of its dip in usage and broke 340 million users.
Since Twitter’s whole appeal is its brief messages, the average user didn’t spend more than around three and a half minutes scrolling down their feed – but that has more than doubled in the past year, with users spending nearly 11 minutes looking at their Twitter feed.
YouTubeYouTube saw a steady climb in users – indeed, they consistently gain 100 million users every year. While they’re not too open about their exact usage information, they tend to average a billion hours of content watched a day. You can guess that this number skyrocketed over the pandemic.
PinterestWhen you’re stuck at home, there are few better hobbies to keep you busy than home improvement. Pinterest is a perfect site for people to find cool home projects, and it very much flourished in 2023.
From a user base of 335 million people in 2023, all the way up to 442 million during 2023, Pinterest has definitely further established itself as a solid social media brand. People only tend to spend around 5 minutes on there, but that’s more than enough time to catch their eye.
TikTokThe freshest face on the social media scene, TikTok has exploded within the past year. Ever since Vine went down the drain, they left a big hole for a short video service, which TikTok swept in to fill.
There’s not much to compare it to before the pandemic, since it was already so new outside of China, but it’s worth noting that TikTok is home to 689 million monthly active users – with a global average of people spending an unbelievable 52 minutes on the app every day.
RedditSelf-proclaimed “front page of the internet,” Reddit is a website that congregates content from across the world wide web. They host a massive amount of content, and the pandemic only helped to strengthen their grip.
Reddit released a mercifully comprehensive rundown on its usage throughout 2023, and it shows how they’ve been raking in the users. Reddit experienced a 44% increase in users throughout the year, reaching 52 million, with over 300 million posts – over double what the site received in 2023.
LinkedInFinally we come to LinkedIn, the most professional social network out there. Rather than receiving any major boost, LinkedIn is steadily climbing – a trend which was healthy all the way through 2023.
Finishing up the year with over 720 million users, LinkedIn is a great way to get a campaign out there, as a million hours of content is watched on LinkedIn every week. It hasn’t exploded throughout the pandemic, but it’s still on a steady climb and definitely worth your attention, especially if your customer base is other businesses.
Social Media Marketing Online Training Course
Social Media Marketing Learning Path Use a strategic, data-driven approach to improve the effectiveness of your social media marketing activities How will this Learning Path help me and my business?
This structured e-learning activity will help you or your team use a more structured approach to managing and optimizing social media as a strategic communications technique. Examples and benchmarks are discussed from the main social networks including Facebook, Instagram, LinkedIn and Twitter.
What is a Learning Path?Smart Insight’s Learning Paths are our unique interactive online training courses which explain concepts, give examples and test understanding.
We appreciate finding time for skills development is a challenge, and so Learning Paths enables training to be bite-sized, engaging and results orientated since they integrate with our templates to plan, manage and optimize your marketing.
Unlike many online e-learning courses, each module is self-contained, so you can rapidly/quickly access guidance to improve the effectiveness of the marketing activities you are working on right now. Common modules are shared between Learning Paths to avoid duplication of learning material. You can also complete the full Learning Path to earn a CPDSO certification.
As you work through each topic, we recommend and explain the most relevant member resources, so you can download templates to plan, manage and optimize improvements to your website.
Accredited learning activities with the Continuing Professional Development Standards Office (CPDSO)Each Smart Insights Learning Path has been independently assessed and accredited by the CPD Standards Office, so you can be confident that the quality of the learning and assessment experience has been audited and recognized for its quality.
Development ObjectiveMembers who successfully complete this Learning Path have the ability to manage and optimize the strategic implementation of social media platforms for marketing communications.
Once you have completed a Learning Path, send an email to [email protected] to request your CPD certificate.
Learning Objectives
Identify the benefits of a more planned approach to social media marketing then design and implement a social media plan.
Review the effectiveness of your social media marketing against benchmarks and other organizations then identify improvements to how your social media marketing is managed.
Structure a social media strategy to improve customer lifecycle communications that translates into practical actions and improves your goals.
Review the requirements and features of tools for social listening and put in place a reputation management process to respond to complaints or customer service requests.
Identify how to improve your approach to optimizing the effectiveness of your social platforms, both organic and paid, by reviewing your company page to enhance its effectiveness and defining methods to increase follower engagement through optimizing content for each social channel.
Understand different types of insights you can present in a monthly social media report including the business contribution of social media using reports available in Google Analytics including comparing the follower growth and engagement for your company pages on different social networks
How is the Learning Path structured?The Learning Path is separated into these topics and modules:
Topic 1 – Discover social media opportunities
A planned approach to social media marketing
Audit social media marketing activities
Learn the latest social media developments
Set social media goals
Topic 2 – Planning and governance of social media
Create a social media strategy
Social listening
Customer service and success
Influencer marketing
Topic 3 – Practical social media marketing
Optimize your organic TikTok marketing
Optimize your organic Instagram marketing
Optimize your organic Facebook marketing
Optimize your organic LinkedIn marketing
Using social media to support a marketing campaign
Using social media to amplify linkbait
Optimizing paid social media activity
Reporting on social media effectiveness
Roles who will find this Learning Path useful
Company owners and directors working for smaller businesses
Digital marketing managers, marketing executives or specialists responsible for social media marketing
Consultants or agency account managers
Is This The Social Media Backlash?
We ask is social media marketing “Mostly a waste of time”?
Some marketers and PR professionals like Nicola Swankie from Society felt the need to respond to his video on behalf of Social Media Practitioners. She responded in a long post reminding him that
‘Social media has given us the new power that people have is vital to consider for any marketer, because it’s shifted marketing forever — it’s given us the control to personalize and choose the media we see and it’s given us a voice.’
She says that great marketing should engage – it shouldn’t be something people want to ignore. But Social, is the most honest of any media and so it’s where lazy, unengaging marketing is most in evidence. That is not a reason to ignore Social, it should be a challenge to us all to think about how to make our marketing more compelling and relevant.’ Well said!
Are marketers guilty of an infantile fantasy, as Bob Hoffman says?Here’s another case where a respected marketer lays into social media marketing. Bob Hoffman a traditional ad man, you may know as author of the Ad Contrarian, has this withering quote delivered at Advertising Week Europe which featured in AdRants.
‘The theory that people want to engage with brands online and share their enthusiasm with their friends, and that their friends will share their enthusiasm with other friends through social media channels has turned out to be an infantile fantasy’
What do the research and analytics insights tell us ?At Smart Insights we believe that the union of content and social media marketing has created a fantastic platform for creative businesses to engage audiences leading ultimately to increased reach, preference and ultimately sales.
When we look at the analytics you do see a relatively low proportion of visits are driven by social in many sectors, particularly retail where you might expect it would be much higher if you believe the hype. For example benchmarks from SimilarWeb shows traffic sources in different sectors and here it shows that, indeed social is insignificant compared with search, direct and referrals from other sites.
How do active marketers rate social media in comparison with other media?In our Managing Digital Marketing 2023 research in association with TFM&A 2023 event, we wanted to explore the perceptions of marketers at the ‘front line’ of digital engagement.
Gerraint Holliman, Director of Strategy and Head of Content Marketing at DIRECTIONGROUP acknowledges the potential value of social media but questions how social media is being used by companies, he believes that ’most marketers are willfully misusing it’. He puts this down to a misperception of how we use social media explaining:
Kieran Flanagan, HubSpot’s EMEA Marketing Director doesn’t feel there is any backlash against social media and says he sees the return if it’s measured and used properly. He feels it’s a victim of its own hype and expectations were unrealistic:
‘ I do think it was initially over hyped by marketers. Most people on social media are not in buying mode so how you market to them has to be different. It’s also becoming more competitive. When you have a lot more business in the market spending money for the same audiences attention, some of those businesses are not going to be happy with their results’.
‘It’s how the channels work together that’s important in my view, not which one is ‘best’. After all, what use is email without search, content and social media to get you subscribers in the first place? What about the ability of email to bootstrap blog views and social sharing, or to segment audiences for retargeting?’
For him last year, the ’emphasis seems to have been on integrating digital and traditional marketing. And while this is a great start, it’s all still very channel-centric. The focus is on which channel is the most effective.’
Deborah Lee, an international speaker and consultant focusing on social media says from her experiences on social media that many companies are struggling to use it, but are still seeing engagement on the major social platforms. She says:
What do you think?
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