eMarketing Association

A recently released white paper from Forrester Research – in concert with Catalyst and Microsoft – characterizes paid search as “a synergistic amplifier” of other media channels which does not often “receive investment levels commensurate with its potential value.” The study – based on surveys conducted with 300 US-based Business-to-Consumer (B2C) advertisers – acknowledged that search is now the primary...

Acceptance of content marketing among B2B marketers has grown in recent years. According to the Content Marketing Institute, 88 percent of B2Bs now use some kind of content marketing to acquire new business. But content marketing isn’t just a tactic that can bring B2Bs new business. When used intelligently, it can also help them manage, enhance, and deepen relationships with existing...

In the wake of Google's new Hummingbird and Rankbrain algorithms, content marketers are finding it necessary to supplement their traditional, keyword-centric content strategies with additional “conversationally-oriented” words and phrases.  This article will show you where you can begin mining such words and phrases. Before we walk you through the new way of developing words and phrases optimized for Hummingbird and Rankbrain, let’s review...

Email is hardly a new communications channel – in fact, it’s almost 40 years old (the first email message was sent in 1971). But email in 2016 appears to remain a surprisingly strong marketing channel, according to Adobe, whose second annual survey of U.S. based electronic mail usage by white collar professionals was recently published. Here are some report highlights that...

WordStream.com – a popular digital marketing site -- has published results from a large-scale study on SMB (Small to Medium-Sized Business) paid search and its results are instructive for small businesses thinking of buying clicks from Google and the other engines. Here are some highlights: SMBs do not consistently enable Conversion Tracking on their sites. Conversion tracking closes the marketing loop by...

PPC and SEO initiatives are projects often executed by different teams. In some organizations, SEO is handled in-house, with PPC outsourced to an external agency. In others, SEO and PPC might both be handled in-house, but within different departments with different budgets and supervising personnel. Other organizations might give different agencies each task, believing — for better or worse...

Mary Meeker's annual study of macro trends is always of interest. Meeker has been putting together these "30,000-foot" maps of the terrain of internet media and marketing since the mid 1990s, first for Morgan Stanley and now for Kleiner Perkins, a prominent Sand Hill VC firm. Here are the highlights for the 2016 report: 1. Global internet growth flattens Y-O-Y growth...

Roll with the punches. That’s what brands have to do in a world ruled by Facebook, and that’s what’s happening now that the social giant recently announced that its revamped newsfeed would restrict brand (and publisher) exposure in favor of, as Hootsuite put it: “pictures of your uncle’s dog.” Some brands are “rolling with the punches” by shifting budget, splitting it...

The traditional binary distinction between “white hat” (completely legal/approved by Google) and “black hat” (against Google’s guidelines; possibly against the law) SEO is being increasingly muddied by the emergence of “Grey Hat SEO,” a sprawling, heterogeneous, and rapidly evolving body of "below the radar" optimization methods. To get a better grasp of some of the Grey Hat tactics that...

There's no question that an important part of your demographic uses digital media. And if you can precisely identify where your most profitable customers "live" online, what their interests are, and how what your company does fits in with what these people want when they're in the mood to purchase something, you can do very well. But while digital marketing...