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How search analytics can tailor messaging and maximize performance

Martech

Within any brand’s marketing mix, you’ll likely find a focus on ranking in Google. Organic search remains a key touchpoint in many customer journeys. Google’s commanding market share of mobile (82%) and desktop search (95%), speaks to its influence. However, the digital landscape and consumer behavior are evolving.

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How attribution masks what’s actually driving growth

Martech

And I’m not alone 40% of CMOs say improving ROI and proving attribution across the marketing mix is a top priority, according to the CMO Council’s “CMO Intentions 2024” report. Attribution. Oh, attribution. Even typing the word makes me squirm. Maybe the anxiety isn’t so dramatic after all.

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Airbnb’s search marketing shift: Should advertisers follow suit?

Search Engine Land

A recent Wall Street Journal article reported that Airbnb’s “strategy of slashing advertising spending, investing in brand marketing and lessening its reliance on search-engine marketing is continuing to pay off.”. In 2019, Airbnb started to move budget away from search marketing in favor of broader marketing initiatives.

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Why high-consideration industries need AI optimization

Martech

Also known as generative engine optimization or GEO, AI optimization strategies rapidly emerged along with AI search. In the marketing mix, generative engine optimization is at the intersection of SEO, content strategy, customer experience and data science disciplines. Here’s an abbreviated tour of some GEO aspects.

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Amazon Prime Day 2023 sets U.S. sales record: $12.7 billion

Search Engine Land

The two-day event, which took place on July 11 and 12, saw year-on-year spending shoot up by 6.1% Get the daily newsletter search marketers rely on. We saw a huge surge in traffic from this emerging media – making it a critical component of the marketing mix,” said Rob Garf, Salesforce’s VP and GM of retail.

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The Future of B2B Marketing: It's Social

Marketing Insider Group

The first was the Harvard Business Review’s “ Branding in the Digital Age: You’re Spending Your Money in All The Wrong Places &# written by David C. Edelman, who is the co-leader of McKinsey’s Global Digital Marketing Strategy practice. Two timely articles I saw yesterday helped me to crystallize these thoughts.

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6 Content Marketing Tips That Drives Leads

Marketing Insider Group

Research smart placement : And now that you understand your prospects needs and you’ve created compelling content, you need to place that content where the largest majority of your prospects will find you. Related Posts: The 4 Most Common Mistakes in B2B Content Marketing Need to Drive Leads?