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Video: The Importance of SEO In Your Performance Marketing Mix

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An Interview featuring Mike Grehan and Collin Colburn, Senior Analyst at Forrester

In our latest episode of Acronym TV, we talked with Collin Colburn, Senior Analyst at Forrester, about the research they’ve been doing on the evolution of the search marketing industry into the performance marketing industry. We also discuss how businesses adapted their search marketing efforts in 2020 to combat the pandemic. Watch the video or read our summary notes below to learn all this and more.

Host: Mike Grehan, Acronym
Guest: Collin Colburn, Senior Analyst at Forrester

Importance of SEO in your Performance Marketing mix with Forrester | AcronymTV from Acronym on Vimeo.

If your business is looking to stay on top of search marketing and performance marketing trends, Acronym can help lead the way. Learn about our search marketing services and how we can help your business.

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Measuring ‘Waves’ & SEO Trends

Forrester is a market research firm; providing research and advisory services to enterprise businesses as it relates to their marketing and their technology strategies. Forrester does a bunch of different research and their research outputs in the form of a report vary from one to another. One of those reports is called a wave, which is an objective independent evaluation of a vendor or agency landscape. Selection is based on a bunch of criteria and are vendors or agencies that are most relevant to the enterprise client base.

For the SEO platforms wave, Forrester has seven different vendors that are part of that evaluation, all of them very relevant to enterprise businesses. All of them were able to provide technology and services that can be used across the SEO process — technical support, content support, workflow support. Forrester evaluated them and the result is a really great piece of research because they really got to see sort of how those platforms have innovated, things that they’ve changed over the past couple of years, and where they’re headed.

The future direction is very interesting because you have a lot of SEO vendors that are very exclusively focused on just good old SEO and then you have some that are really pushing content marketing and are thinking about how all of the best practices and good insights that come from organic search can be applied elsewhere within the marketing organization.

When corporations had to cut paid media budgets in 2020, organic marketing really took center stage.

Colin says, “In 2020, SEO sort of took center stage in a lot of corporations because so many of them had to cut budget for paid media efforts and that really made the markers at those organizations reliant on organic marketing, whether that was digital, physical, traditional organic efforts. Earned and owned media was really the big priority for 2020. So I think we saw a lot of organization start to consider content marketing a part of SEO last year, where basically every piece of content that was going out, whether that was for a paid media campaign, or if it was for the website, a newsletter, whatever, was optimized for that user experience, which SEO is so good at being able to do.”

CMOs are Driving Innovation

We certainly see CMOs at so many organizations really being positioned within the organization to drive innovation. They’ve already been responsible for getting the brand or the product to market, driving awareness, fueling the growth engine and using both customer insights and their knowledge of the product and the service to make change. Now they’re digging into those roles to really come together with other folks in the C-suite to come up with new ideas. I think we saw that so much in the pandemic where major restaurant chains were sort of setting themselves up as both a restaurant and grocery service because so many of them have products getting delivered all the time. You also had hotel chains that were using some of their space as a temporary office space, not just as somewhere you can go and sleep for a night. We saw a lot of innovation driven by the CMO’s and expect to see that continue moving forward.

Enterprise Businesses Can’t Pivot as Quickly as Small Business

One of the things we noticed in Q2 of 2020 is how many of the larger companies weren’t really prepared, not that anybody was prepared for a pandemic, but just not prepared to swiftly shift the business online enough to be able to survive. A lot of smaller companies and even low-tech companies seemed to be able to achieve that a lot easier.

It’s interesting to see that the information we’re seeing is that big companies are looking to put 20% more into SEO this year to help establish a stronger online foothold that isn’t as dependent on paid media. Forrester and our team at Acronym are seeing “SEO” used more broadly to include the technical stuff and conventional SEO that it always has as well as the wider content strategy.

Is SEO Part of Content Marketing Strategy, or is Content Marketing Part of Your SEO Strategy?

Many marketers that we talk to are actually putting SEO either underneath their content strategy team or putting content marketing underneath SEO strategy. The hierarchy really depends on the needs of the organization and you’re seeing this coming together of different channels or tactics within the organization beginning to consolidate around the core use case of the channel for the customer.

When it comes to SEO, it really is all about content. Yes, technical capabilities and making sure you have ongoing scrubbing of the website from a technical perspective is still super important but at the end of the day, it’s akin to: if a tree falls in the forest will anyone hear it? It’s the same for your website; if you put really good content on your website will anyone find it if Google isn’t crawling it?

The core differentiation that marketers are looking for in their individual market or individual industry comes down to the content that they’re providing, the information that they’re giving to their user, and how relevant it is to what the customer or the consumer is looking for. We’re seeing a much greater focus around content efforts, much more so than in past years.

 

You got to ask the question: if you didn’t have content what would you be optimizing anyway?

 

The content experience itself has changed so much and the right way to provide that content changes by context. Maybe a web page is a good solution, maybe it’s just an image, maybe it’s a 30-second video, maybe it’s a 150-page PDF document. It depends on what the query is, as it always has, but now also depends on who you are, where you are, what device you’re using, where you are in your purchase path, what time of day it is, and all of these other contextual things that get folded into it.

Are Enterprise Companies Consolidating Agency Services?

Forrester’s search research, the Search Wave, became the Performance Wave about 18 months ago. Collin explains that shift a bit more to us by using this example of a client of theirs who is trying to align the different agencies they work with.

“A CMO that I talked to earlier this morning at a financial services firm was trying to figure out how they can position their agencies better in regards to the way that they are trying to think about their overall marketing engagement. Her view is that the full marketing funnel is supported by their brand marketing efforts; traditional TV ad buys, display advertising, outdoor or out-of-home advertising, all really supports that full-funnel brand marketing objective. But what she was really focused on was that performance marketing piece, which is a little bit more narrow and a little bit more focused on really a couple things; in-market customers or existing customers, that they’re trying to enrich, and the specific consideration and conversion stages of the marketing funnel. So she was trying to position her agencies around those two primary objectives. What has been interesting to note is that while she wants to align all her agencies, she was really looking at shifting to one agency to do all their performance marketing since she felt it could be better streamlined by one agency that was going to manage all their search, social, and programmatic marketing activity.”

How SEO is Evolving

SEO is evolving and moving from being seen as primarily a traffic driver to being more of a full-funnel solution. SEO is now viewed more as a tactic that is going to support driving awareness, driving consideration, and eventually driving purchases. And the reason for this change is rooted in the many changes that we’ve seen going on within search results. SERPs aren’t just 10 blue links anymore, they’re more information-based, more answer-based, and expand beyond just the actual search result page and into smart devices, smart homes, and smart cars. And it makes sense, if you’re able to provide content that is going to get the user the information that they are looking for, you’re more likely to be remembered further down that cycle when the customers actually looking for a product or service, whether it is related to that original search or not.

The Importance of Structured Data

Google’s looked at many ways of trying to make it easier to bring in new content and keep fresh what they already have and it’s a very difficult job. It’s also really, really expensive. Most people don’t realize that even though Google’s a very wealthy company, the most expensive thing they do is crawl this massive amount of data and then try and keep it fresh for Google Search users. To reduce the resources required, they looked at other ways of trying to speed things up and one of those ways is by using structured data to essentially label the different elements of a web page.

With the unstructured data, Google has to come and find the data and then try and make sense of it. Structured data helps to let Google know what’s on the page and how it should be interpreted. Both Acronym & Forrester have seen companies paying more attentioned to structured data this year, specifically with things like images, videos on a site, being able to leverage schema markup, to be able to use that structured data to communicate to Google what is on the web page and how should it be represented within the search result. We’ve also seen it with rich snippets on the search results, things like the star ratings and reviews are left on a location or on a web page. There are so many different elements of structured data that are now being used by marketers because they know two things primarily.

  1. You will have some sort of impact on the way that your content could rank and be presented within the search results.
  2. It’s going to give you a better opportunity to get into the answer box within Google because they’re using lots of different signals, including structured data signals, to be able to determine what’s going to rank within the answer box and what’s not going to.

Marketers are taking into consideration not only how valuable the content is to the consumer but how good the user experience is. And that’s so much of what structured data is about: providing a better experience on-site for the user. So maybe our discussions on Core Web Vitals should be less focused on page speed and more focused on making changes that improve the user experience.

 

Structured data is really about providing a better on-site experience for the user.

 

People have always talked about how paid search is the sprint and SEO is a marathon. Structured data changes this quite a lot given that many people were able have their on-site changes quickly updated in the SERPs using structured data. It creates kind of an opportunity to almost update your organic content in real-time which is essential when your operating hours are changing on a weekly basis.

Focusing on Google Places & Owning Local Properties

That’s one of the reasons we’ve seen so many brick-and-mortar brands place a greater emphasis around SEO because it is more of a real-time update you can make. Different state-by-state laws around when a place can open and what kind of service they can provide have necessitated more agility. So many of these retailers had to take ownership of their Google My Business pages and the location pages on their website to really be able to let consumers know what to expect when you were coming into a location. Local certainly took a big, big priority last year.

Ecommerce Trends for 2021 & Beyond

It will be very interesting to see how e-commerce sales change going over the next six months in particular as we’re starting to see things reopen. We’re starting to see people have greater consumer confidence. We’re starting to see significant proportions of the population get vaccines. So time will certainly tell.

As someone who is an analyst where part of his job is to help foresee the trends that are going to emerge going forward, Collin thinks that we will see a little bit of a dip in the e-commerce sales that have occurred. A couple of reasons for that include:

  1. 46% of U.S. consumers during the pandemic said that they wanted to resume their normal shopping habits. There are many people who miss going to the mall, for example.
  2. There will be consumers that will definitely have greater confidence to go back into stores and who will want to go back to stores. People who have been craving that social human interaction.
  3. Retailers have seen the online revenue opportunities. Originally their mixed sales were about 80/20 — 80% in-store, 20% online. Since the pandemic, it’s almost completely reversed where they’re about 67% online and 33% in-store. What they’re trying to figure out now is how much is that going to change over the next 6 to 12 months. Their hypothesis, and actually their hope, is that it will be more 50/50 for them. So that’s still a pretty significant change from what it was before but still also a little bit of a decrease in terms of the overall mix since the pandemic has begun.
  4. Direct-to-consumer (D2C) companies need to have an offline presence to be really successful. Many D2C companies hit a point of growth where the only real place to keep growing is to be directly in front of a consumer in the form of a physical product. These companies will do very well with the consumer market that wants to go shopping.

We might see an initial little dip in terms of the growth that we’ve seen since last year, but e-commerce is likely going to continue that slow-paced growth that we’ve seen.

Conclusion

It’s hard to recap this episode of Acronym TV into a summary version and we’ve had to make some edits for readability. Be sure to watch the video for more great takeaways!

Does your marketing team need assistance with their search strategy? We can help.

quibi graphic

Quibi’s Here! But Will it Stay?

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By Kate McNee

First, there was Netflix. Then there was TikTok. Now comes a fusion: Quibi.

Short for “quick bites,” Quibi is the newest video-streaming platform to enter the competitive space. Launched on April 6, it offers 175 new high-production movies and TV shows in 10-minute “bites.” It’s an enticing concept. However, the question of adoptability remains. Will binge watchers like consuming engrossing dramas in minutes-long pieces? And moreover, will they pay for it?

Like many things, the answers to these questions, and Quibi’s true potential, are on hold given the current COVID-19 climate. But the unanimous takeaway from Quibi’s first week is the timing is tragically terrible. While Netflix customers binge to whittle away hours of time, watching clips designed for on-the-go seems…counterintuitive. Case in point: the Twittersphere’s biggest complaint is that mobile-only Quibi can’t be projected onto bigger screens. Womp, womp. Luckily, Quibi’s CEO says they will be enabling this in the future.

In response to everything going on, Quibi made the savvy business decision to offer consumers an extended complimentary three-month trial. This probably helped the platform achieve the 1.7 million downloads it reported in the first week. However, this means our final judgments on the platform must wait. Quibi’s true purpose, the need Quibi is meant to fill, won’t be possible until life returns to its fast-paced normal. Then and only then will we know if Quibi is valuable enough to pay for.

Quibi’s leadership portends success. In 2018, the platform’s company was founded by entertainment juggernaut Jeffrey Katzenberg, co-founder of DreamWorks Animation, who was looking for “the next big opportunity in entertainment.” In addition, Meg Whitman, former CEO of eBay and HP, serves as CEO. Branding Quibi as the “the third generation of film narrative,” the dynamic duo amassed close to $2 billion in investment capital before launch.

The platform has a truly differentiated product offering. Turnstyle, a technology that allows you to view content in different portrait and landscape perspectives when you flip the screen, is Quibi’s patent-pending feature. And I must admit, it’s cool. Imagine you’re watching your favorite drama. You’re captivated by a tight character shot but want a glimpse of the background. Turnstyle lets you do this, dynamically flipping between the two perspectives.

With mega-successful executives, high-profile investors, and an impressive array of Gen-Z heavy Hollywood talent – A-list celebrities include Liam Hemsworth, Chrissy Teigen, and Idris Elba – it’s no surprise that advertisers have caught on. The platform’s entire $150 million first-year ad budget sold out prior to launch, spurred undoubtedly by the fear of missing out on the “the next big thing” targeted to young people after TikTok.

Credit: Quibi

What’s pressing is the question of its place within the larger streaming mix. Quibi executives maintain the platform is more in competition with social networks than the ever-multiplying streaming platforms. Quibi’s quick mobile viewing does more closely mirror social media behavior than sit-down-don’t-leave-your-bed-for-hours Netflix consumption. However, this is exactly what confounds me. Miss a moment of a TikTok dance video because of a subway announcement? Not a big deal. Quibi’s high-production content, on the other hand, would require close viewing.

Take Survive, one of Quibi’s most publicized feature films. Starring Game of Thrones’ Sophie Turner and The Walking Dead’s Corey Hawkins, the movie follows their quest to survive after their plane crashes on an icy mountain. With nuanced facial expressions and hushed dialogue, the film requires one’s complete investment. Are people in the mindset to give this while they’re on the go?

Even if you see this as a non-starter, there’s the fact that Quibi will only release one episode (ten minutes or less) of its full-length movies per day. I’m simply not sure ten minutes gives enough time for consumers to get invested in a television show and be drawn to returning. That’s just not a lot of time to learn about the characters.

But it’s not all bad news: what I do see as working for the platform is the five clips of episodic and unscripted TV series Quibi premieres each day. Most of the content is light-hearted and funny: Dishmantled challenges chefs to make dishes while they wear blindfolds (yes, where they come up with this stuff is the mystery). And this is exactly why I see it as perfect for this medium. While people are on-the-go, they’re looking to be quickly entertained and informed, and Dishmantled fits this bill. However, content will need to be high-quality and uniquely suited to this platform. If not, users will return to YouTube for this type of content for free. And “competing against free,” as Katzenberg has stated Quibi will be, is a big obstacle.

Credit: Quibi

In the digital age, it’s impossible to predict the future. Minute-long movie clips could end up peaking user interest, and revolutionize movie viewing for the Millennial/Gen-Z audience. But following the mega-hyped flops of Fyre Festival and Cats, I think it’s important to practice thoughtful skepticism about pre-released, influencer-backed offerings. A resume doesn’t spell success. Only adoption does.

Kate McNee is a Paid Social Media Strategist at Acronym, working across clients in education, hospitality, and construction. With more than three years of experience in social media strategy and execution from both the client and agency side, Kate leverages her background in social media content development, strategic planning, and platform execution to drive client business goals.

Live On 65 – Meet Simon Heseltine

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SIMON_290-x-175ROBLO65-1It’s an all Brit line up for this little chat session. Whooshing up the 65th floor is longtime pal, Simon Heseltine. Yes, many people have noticed that this little video “featurette” known as Live On 65, could in fact be AKA “Mike Grehan chats to his pals before tipping out of the Empire State Building into the bar across the street.” Has a certain ring to it!

Fact remains, my guests to date have all made their own mark in the industry, one way or another. Simon followed his heart (make that his girlfriend from University in the UK) all the way to American shores 24 years ago. And far from being arrested for stalking her, they cozied up in Virginia.

Currently Senior Director of Audience Development with AOL, Simon came into the industry via the technical coding side. During the time he’s been working in search and social he’s been on both the agency and client side. A popular speaker, educator and recognized industry expert, he’s built up a solid following in the community.

So, it’s time to play the theme music, get out the orange Acronym coffee mugs and say “welcome to Live On 65, Simon Heseltine!”

Don’t have time to watch the video? Read the transcript here.

Mobile and Video Will be Front and Center in 2015

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290-x-175MobilevideoVideo content is a growing comodity for brand marketers and investment in such content is continuing to grow, a trend that Acronym managing director and chief marketing officer, Mike Grehan, predicts will continue through out this year.

In 2015, US consumers looking for information, products and services on the Internet will—for the first time—do more of their search queries on mobile devices than on desktop computers. Combined with the fact that YouTube will nudge Google into second place to narrowly become the number one search engine, it’s clear mobile and video will be front and center of every marketer’s activities.[pullquote cite=”Mike Grehan” type=”left, right”]The increasing consumer preference for, and reliance on, mobile devices, along with marketers’ prolific generation of content to leverage that reliance, requires a thorough understanding of consumer intent.[/pullquote]

The focus on mobile is underscored by a survey (The Advertiser Intelligence Reports, Wave 21) of approximately 2,000 marketer and agency decision makers conducted in July and August of 2014 by research firm Advertiser Perceptions. Among all respondents, 48 per cent expected to spend more on mobile advertising over the next 12 months while a mere 5 per cent indicated they would cut such spending. To put this into perspective, 32 per cent anticipated increased cable TV ad spending and just 19 per cent saw additional spending on magazines.

Unfortunately, many companies (not least of which Microsoft, from a product development standpoint) did not anticipate the speed at which mobile devices would become so ubiquitous. Now they are not only playing catch-up from a content optimization standpoint, they need to do it across such diverse devices as smartphones, tablets and “phablets,” all with varying size displays. Add the complexity of search marketing to the mobile mix—and the fact that roughly half of all digital advertising in the States is devoted to search marketing—and the term “catch-up” is better characterized as a never-ending sprint.

With regard to search marketing, the increasing consumer preference for, and reliance on, mobile devices, along with marketers’ prolific generation of content to leverage that reliance, requires a thorough understanding of consumer intent—expressed in subtle ways via search keywords and phrases. Only by understanding the “information need” behind a keyword or phrase are marketers better able to develop content that specifically meets that need. “Intent computing” is a growing area of research, particularly in the field of digital marketing. It is based on predicting the probability of a specific intention held by an end user by applying machine learning and data mining methods.

It’s said that nearly everyone in the modern world is influenced, to some degree, by advertising and other forms of promotion. However, dramatic transformations in the way that we are served marketing media, and the way we consume media generally, is fundamentally changing the art and science of advertising and marketing. A recent survey cited by Inc. Magazine said that 70 per cent of consumers want to learn about products through content as opposed to traditional ad methods. That’s quite a sea change from just a few years ago.

The ascendancy of video is a great example of the need to accurately decipher consumer intent in order to sell something. That’s because user intent can determine whether a video may be a better user experience following a search query than looking at a static page on a website. The key is knowing whether it’s more effective to show somebody how to do something than to tell them how to do it. While it doesn’t sound all that complicated, consider that the typical enterprise-level, global brand like Four Seasons Resorts & Hotels or software/services giant SAP can at any given moment be managing tens of millions of search keywords.

Fortunately, companies like Google, with about 65 per cent of US search marketing share, keeps getting better at understanding the intent behind a query so as to deliver the most relevant type of content. Google rewards companies with higher rankings if it considers their mobile experience “friendly,” based on how easy it is for consumers to interact with the mobile content.

Setting digital aside for a moment, we are frequently reminded that it is but one element of successful branding and sales efforts. A recent case was provided by Phoenix Marketing International, which has surveyed 2,000 consumers each month to gauge their recall and response to various advertising media, including television. The company says that 32 per cent of consumers who were shown a Mercedes TV commercial recalled having seen it, concluding that TV advertising has been particularly effective for the automaker.

The Phoenix study shows that, no matter how cool you think you are in the digital age, the message and the medium still matter. It’s still the luxury, lifestyle broadcast ad that has the most emotional appeal.

Originally published at The Drum

 

mikeGheadshotMike is CMO & Managing Director at Acronym where he is responsible for directing thought leadership programs and cross platform marketing initiatives, as well as developing new, innovative content marketing campaigns. Prior to joining Acronym Mike was Group Publishing Director at Incisive Media, publisher of Search Engine Watch and ClickZ, and producer of the SES international conference series.

Previously, he worked as a search marketing consultant with a number of international agencies handling global clients such as SAP and Motorola. Recognized as a leading search marketing expert, Mike came online in 1995 and is the author of numerous books and white papers and is currently in the process of writing his new book “From Search To Social: Marketing To The Connected Consumer” to be published by Wiley. He is current Chairman of SEMPO, the industry’s professional association for search marketers. @mikegrehan

Live On 65 – Meet Skyword President Rob Murray

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290-x-175ROBLO65One thing is for sure, and that’s the guests who I have dropping by for Live On 65 genuinely are digital marketing pioneers, innovators, movers, shakers, and frequently close friends of mine. As I point out at the very beginning of this chat, there’s a theme that started with me introducing guests as people I’ve known for many years. And that’s because, again as I mention in the intro, this year I’m celebrating 20 years in digital marketing. And over a period of 20 years, you get to meet and know a lot of people in an industry.

Fifteen years ago I joined a red hot start up in Boston. Originally a confusingly named, five-man outfit in a back office trading as Response Direct. By the time I came on board, it was rapidly growing and, fortunately, renamed and rebranded as iProspect – The Original Search Marketing Firm.

The CEO and founder of the company, a true search marketing visionary named Fredrick Marckini, was keen to expand into the UK/Europe and we agreed to back my UK consultancy business into iProspect and set up shop together in London. Steering that little venture through was company president Rob Murray. It was the start of an adventurous expansion and long-term friendship.

Rob went on to steer iProspect though its own, somewhat larger acquisition in 2004, by Isobar for $50 million (quite the sum back then for a search marketing agency). From there, he and his team were instrumental in growing iProspect into the largest performance marketing agency in the world. At the time he left, Rob was Global CEO, iProspect was Google’s largest global customer and what started as a five-man outfit in a back room in Boston was now employing 1,800 people in 55 countries.

Safe to say, Rob can smell business success a mile away. So it’s no surprise, not to me anyway, that when he heard about another startup with the same kind of growth potential iProspect had back in the day, he couldn’t resist the offer to hop aboard. That company is Skyword. Known as experts in scalable, sustainable content marketing, the company has already made great headway. As more and more brands realize they need to learn to act like publishers, Skyword leads the way as vendor to major national and international companies.

Funny, Rob and I talked about “content being King” 15 years ago. And no, it hasn’t become “Kingier.” It’s just that more people seem to realize what that phrase actually means, more than ever before.

Enjoy as Rob and I chat about search, content…and a few bars we found ourselves in along the way!

Don’t have time to watch the video? Read the transcript here.

Live Off 65 – Meet Daniel Wu

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WuWebThere’s definitely an Asia leaning in this edition of TMN. Having sponsored a number of conferences, including at venues in Hong Kong, Bangkok and Singapore this year, Acronym also partnered with China’s leading digital agency, Gridsum.

Daniel Wu is a founding member of the Gridsum team, which launched in Beijing in 2005 with a strong focus on search and analytics (positioned as the leading bid management tool in China). Gridsum is recognized as a Five Star agency by Baidu, which is the leading search engine in China, and recently was appointed to represent Baidu as master agency in the US.

With 600 clients in 18 verticals (including huge brands such as Coca Cola and Nike) Gridsum has grown tremendously and now employs just over 200 people. I sat down with Daniel to find out how Gridusm started, all about their technology platform and the special relationship they have developed with digital marketing giant Baidu.

Live Off 65 -Meet Jim Sterne

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Don’t have time to watch the video? No worries, the transcript can be found by clicking the link below for your convenience.

So, it turns out, not everyone can be in New York city when I need them to be. So I have to leave my eyrie on the 65th floor and go to them. Well, truth be known, on this occasion I was invited to go and speak at the recent eMetrics summit in Boston.

Jim Sterne is founder of the conference series which started way back in 2002 at the elegant Biltmore Hotel in Santa Barbara (which, conveniently, is where Jim also happens to live). The following year, 2003, is when Jim cordially invited me to speak, and I’ve been kind of regular ever since. And it goes without saying, as the theme of LO65 evolves with each intro starting with something like, “we’ve known each other for a very long time,” that yes, Jim is very close friend of mine.

So, we sat down for what is the first Live On off 65 and chatted about how the conference started, what’s changed in the industry, and everything in between. Just want to genuinely add here, that when I refer to Jim as one of the industry’s true pioneers, I mean it sincerely. His “Sterne Measures” newsletter absolutely was one of the first of its kind (maybe Ralph Wilson and Larry Chase around the same time). He’s also the author of ten books on internet marketing and one of the early supporters and members of what is now the Digital Analytics Association.

You have to admit, that’s some track record!

Don’t have time to watch the video? You can read the transcript here.

 

What To Do When Your Client Can’t Make It To Your Joint Conference Presentation?

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footer-ad-1200x120
CrispinMikeYou could panic. You could call it off. Or, you could bundle him up digitally and take him with you. Which is exactly what I did at the recent eMetrics Summit in Boston. And it worked so well so I wanted to share it with you.

Crispin Sheridan heads up search and all things digital at SAP. Long time clients (ten years with Acronym, in fact) and close friend had to head to the UK while I was due to head to Boston. So the night before, we got together (yes, on the 65th floor) and recorded what we would have done live at the event.

So, yes, you’ll hear him (and me) making references to being live on stage in Boston. But you’ll also get an insight into exactly what it takes to set up and manage a search center of excellence inside the world’s third largest software company.

Comes in four short parts.

To get the full context of what the session was about, you can see the title and abstract on the eMetrics site http://www.emetrics.org/boston/2014/emetrics-web/#600


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mikeGheadshotMike is currently CMO & Managing Director at Acronym where he is responsible for directing thought leadership programs and cross platform marketing initiatives, as well as developing new, innovative content marketing campaigns.

Prior to joining Acronym Mike was global VP, Content, at Incisive Media, publisher of Search Engine Watch and ClickZ, and producer of the SES international conference series. Previously, he worked as a search marketing consultant with a number of international agencies handling global clients such as SAP and Motorola. Recognized as a leading search marketing expert, Mike came online in 1995 and is the author of numerous books and white papers on the subject and is currently in the process of writing his new book “From Search To Social: Marketing To The Connected Consumer” to be published by Wiley later in 2014. He is chair of the SES advisory board and in March 2010 was elected to SEMPO’s board of directors.

Welcome to Live On 65!

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Meet Danny Sullivan

Live On 65: Danny Sullivan from Acronym on Vimeo.

 

One of the coolest things about working at Acronym is that we’re smack, bang in the center of town on the 65th floor of the iconic Empire State Building. Apart from the great views, it means we’re just so easy to get to when we have friends and colleagues in town.

And because we do get so many visitors dropping by, we thought why not have a little video feature to introduce our guest to the TMN audience. Kind of like a fireside chat, only without the fireside. It’s a totally informal thing.

And we’re delighted that the first guest to join us and launch this little featurette is probably one of the best known names in the search marketing industry. Yes, it’s Danny Sullivan, founding editor of Search Engine Land, founder of SMX Conference & Expo (and of course, Search Engine Watch and SES Conference & Expo prior to that).

But more importantly, for me anyway. He’s my longtime pal. And it turns out that, almost exactly 14 years ago was when I did my first interview with Danny for the book that I was writing at the time and also a newsletter I had launched (actually, let’s call that a blog!).

So, I thought, why not? Let’s go back 14 years and see what we were talking about then. And then fast forward to see how much of it is still relevant now.

Spoiler alert…. Content… Yes, 14 years later we’re still talking content. And so we should.

 

 Transcript:

Don’t have time to watch the video? No worries, the transcript can be found by clicking the link below for your convenience.

Danny Sullivan is a name long synonymous with the search marketing industry. As the original “search beat” reporter in the industry, Danny has witnessed the change from a type of cottage-industry of back bedroom search engine optimizers to the enterprise level, global agencies and consultants that make up the industry in 2014.

Fourteen years ago, Mike Grehan, another name synonymous with the search industry, was researching and writing what would become a seminal book on the subject of search engine optimization. As part of his research, he did his first interview with Danny Sullivan almost exactly 14 years ago.

So, as Danny was in town for SMX east, Mike invited him to whoosh up to the 65th floor of the Empire State Building (Acronym Global HQ ) to take a trip back in time and discuss the evolution of the search industry from 2000 to where we are now in 2014

Makes for very interesting reading (and watching!) Read the transcript here…

 

 

jim-yu

Whooshing up to the 65th floor of the Empire State Building next edition is Brightedge CEO, Jim Yu.

 

 

 

 

 

 

 

 

 

 

mikeGheadshotMike is currently CMO & Managing Director at Acronym where he is responsible for directing thought leadership programs and cross platform marketing initiatives, as well as developing new, innovative content marketing campaigns.

Prior to joining Acronym Mike was global VP, Content, at Incisive Media, publisher of Search Engine Watch and ClickZ, and producer of the SES international conference series. Previously, he worked as a search marketing consultant with a number of international agencies handling global clients such as SAP and Motorola. Recognized as a leading search marketing expert, Mike came online in 1995 and is the author of numerous books and white papers on the subject and is currently in the process of writing his new book “From Search To Social: Marketing To The Connected Consumer” to be published by Wiley later in 2014. He is chair of the SES advisory board and in March 2010 was elected to SEMPO’s board of directors.