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Author: Sean Halter

ORGANIC SEARCH IS A PAIN IN THE ASS UNTIL IT’S NOT

I have a love/hate relationship with ORGANIC SEARCH (often more of the latter than the former). My biggest gripe is it shouldn’t feel complicated and I’m learning more each day that it isn’t when you start building fundamentals from the ground up. As I previously did with biddable media/programmatic, I decided what I don’t understand, I should invest in, with money, time and people. Five years ago I knew very little beyond the basics about programmatic and what I did know, I didn’t like. It felt like crappy, unsold inventory repackaged … and that’s because much of it was....

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Attribution Is All That Matters

It used to be that asking about attribution for traditional forms of media was met with a bit of a shrug. Some brands started adding call tracking numbers, QR codes and/or ad tags along with the hopes that google analytics could tell them something. Google was of course more than happy to take credit (many might say more than it deserved) for web traffic with PPC and organic search that landed on a site. That “last touch” attribution has been what’s turned google from a million dollar idea to a billion dollar company. Outside of Facebook, most other media...

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GDPR AND ITS POSITIVE IMPACT ON PROGRAMMATIC

Even if you are not doing business overseas it’s important to understand the impact of the General Data Protection Regulation, or GDPR. The GDPR is a regulation in European Union (EU) law on data protection and privacy for all individuals within the EU. It also addresses the export of personal data outside of the EU. Essentially it puts the emphasis on the media publisher to disclose what data or Personally Identifiable Information (PII) is being shared. You know those privacy policies you never read because they are written in a way to keep you from reading? That’s what really is...

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HOW CONSUMER-FIRST MARKETING IS CHANGING THE ROLE OF CMO

The role of Chief Marketing Officer has dramatically evolved over the last five years. In the past, the job may have primarily focused on helping manage a team in building strong strategy across various channels in an attempt to align with sales. As long as you had a good broad knowledge of the various traditional and non-traditional marketing channels, you may have typically been in a good position to ensure the two strategies aligned. In essence, brands typically helped guide the consumer through a path-to-purchase, often in a very structured proactive way. Then, the consumer took over…. Consumers have...

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One Game Changer I Learned From LinkedIn This Year

Most forms of digital have flattened the cost of entry into “self publishing.” Want to be an author or thought leader? In the past your options included:  Find a manager or publisher (good luck), self finance (better be rich) or find a media company willing to publish your work (needle in a haystack). Today the cost of entry is almost zero! Want to broadcast? Make a podcast! Want to write thought provoking pieces? Click POST! Want to be a public speaker? Hit record and then upload to YouTube. The reality is we are now all “publishers” and “content providers.”...

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