kevin lee

  • How Social Media Disasters Can Tarnish Brands

    Gaffes by businesses, celebrities, and politicians on Twitter and Facebook have been with us since the advent of social media, but recent events have highlighted two very serious consequences that may not have been clear to those taking a cavalier attitude towards social media behavior. Social media actions can have legal consequences.

    Street Fightin Social Paid Search Facebook How To's- 15 readers -
  • Amazon advertising: Beyond Prime Day

    Name a big search engine. If you didn’t mention Amazon, you should. It’s a vast commerce search engine whose reach extends far beyond “hard good” products — especially as Amazon moves into digital content delivery and services. Many marketers — especially as the holiday shopping season approaches — are struggling to decide where Amazon fits into their marketing and distribution strategies.

    Marketing Land- 24 readers -
  • Audiences: It’s not just ‘who’ — it’s ‘where’ and ‘when’

    Direct response marketers think that brand marketers have it easy (not really), because most brand marketing plans are centered around discussions of audience demographics, psychographics, personas, or even household-based consumer lifestyle segmentations. These elements — all of which focus on the “who” — combine and become a primary focus of the media plan, and then ad plac ...

    Marketing Landin Display- 19 readers -
  • How to decide ‘Should I bid?’

    One age-old question that often comes up when I chat with new prospects or new clients is, “Should I bid on my brand terms or generic terms where I rank in the top three organically?” This question is hardly trivial. It matters a great deal because PPC search budgets are generally constrained — and now, with other enticing options available from Facebook and other programmat ...

    Marketing Landin Paid Search How To's- 19 readers -
    Earlier about the same topic:
  • How to decide ‘Should I bid?’

    One age-old question that often comes up when I chat with new prospects or new clients is, “Should I bid on my brand terms or generic terms where I rank in the top three organically?” This question is hardly trivial. It matters a great deal because PPC search budgets are generally constrained — and now, with other enticing options available from Facebook and other programmat ...

    Search Engine Landin Paid Search SEO How To's- 19 readers -
  • Whitelists vs. blacklists for programmatic media

    Is your strategy whitelist, blacklist or no-list? Unfortunately, programmatic display can be quite complex regardless of which DSP (demand-side platform) you use to execute your buys. For many years, media buyers and ad operations teams used blacklists when accessing programmatic display inventory.

    Marketing Landin Display- 26 readers -
  • Methbot, fake news and five other reasons SEM/SEO interest will surge

    Based on what I’ve seen across my diverse set of clients, and talking to others in the industry, I’m predicting 2017 will be another great year for paid search. One of the reasons is a bit unusual: a flight to quality online media driven in part by “fake news,” “Methbot” and advertisers’ realization that they prefer not to have their advertising associated with those sites, d ...

    Search Engine Landin Paid Search SEO- 30 readers -
  • How programmatic and header bidding will disrupt all media in 2017

    Header bidding is all the rage in the programmatic ecosystem at the moment, and it signals a significant shift in the way advertising is bought and sold. Surprisingly, I predicted this evolution when I wrote “The Eyes Have It: How to Market in an Age of Divergent Consumers, Media Chaos and Advertising Anarchy” in late 2006 or 2007 (Yikes, 10 years ago).

    Marketing Landin Display How To's- 33 readers -
  • Should advertisers pressure Facebook to be audited?

    If you buy clicks, views or other engagements on Facebook, you’ve probably been paying close attention to recent disclosures about the network’s discovery of analytics “bugs.” The first such disclosure occurred in September, when Facebook admitted overestimating video views for the prior 24 months by up to 80 percent.

    Marketing Landin Social Facebook- 15 readers -
  • Why good SEO is strategic

    From its inception as a marketing discipline nearly a decade ago, SEO has generally had a tactical focus. And that’s fine. After all, the specific tactics used to gain links, mentions, rankings, traffic and other KPIs are amazingly interesting subjects in their own right. (I’ve long been fascinated by the exact position of the demarcation line between White Hat and Black Hat SEO).

    Marketing Landin SEO- 19 readers -
    Earlier about the same topic:
  • Why good SEO is strategic

    From its inception as a marketing discipline nearly a decade ago, SEO has generally had a tactical focus. And that’s fine. After all, the specific tactics used to gain links, mentions, rankings, traffic and other KPIs are amazingly interesting subjects in their own right. (I’ve long been fascinated by the exact position of the demarcation line between White Hat and Black Hat SEO).

    Search Engine Landin SEO- 20 readers -