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The goal of advertising is ultimately for a business to make money, right? If a company pays its marketing agency based on percentage of spend, however, they could be doing quite the opposite. The number of marketers who assume that paying a percentage of spend is just “how it is” is shocking. Here’s why: the agency a company pays is also trying to make more money for their own company.
For those of us working in the digital world, the holiday season is one of the most active times of the year. But it’s important to remember that to get the most out of the season, digital marketers should be preparing for a marathon, not a quick sprint. The holiday digital marketing marathon lasts long after Black Friday and Cyber Monday. It even extends beyond December.
This article originally appeared in Apparel Magazine. As members of the apparel industry, I’m sure readers are bombarded with ‘experts’ on both sides of the search engine optimization (SEO) debate: alarmists, proclaiming ‘SEO is Dead!’ who suggest slashing whole chunks of your marketing budget, and stuck-in-the-mud professionals who are still caught in the ‘SEO = keywords’ mindset.
Earlier this month, Google updated the appearance of its search engine results pages (SERPs) and the whole world did a collective pug head-tilt of puzzlement. Something was definitely different, but what exactly? Here’s the lowdown on what Google changed, what you can do about it and our best guesses as to some of the motivations behind it.
Anyone who’s spent five minutes on Facebook during the last few years can see advertising is becoming a much more prevalent part of the Facebook experience. The social networking behemoth is monetizing, and that means it needs to bring in advertising dollars. These days it’s nearly impossible for even the most active businesses to achieve success on Facebook with a purely organic model.