Martin Beck, From LA Times, Joins Marketing Land As Social Media Correspondent

Martin Beck It's a pleasure to announce that the Third Door Media editorial staff is growing again. Martin Beck will be joining the news team that produces both MarketingLand.com and SearchEngineLand.com as our new Social Media Correspondent. His first day will be Monday, March 3rd. Martin comes to us from the Los Angeles Times, where he served as the paper's social media and reader engagement editor since January, 2010. In that role, he managed the Times' social media team and trained hundreds of journalists to integrate social media into their daily work routines. His career at the Times began in [...]


How Adobe Used Twitter Lead Gen Cards To Drive Enrollments For A Brand New Online College [Case Study]

Twitter logo Anyone involved in marketing online higher education programs knows how competitive the space is. How is a new school with no name recognition supposed to compete with the plethora of institutions vying for attention at a reasonable cost-per-lead? This was the challenge Adobe faced in marketing their client Mount Washington College. Though it's owned by online education behemoth Kaplan, Inc., Mount Washington College (MWC) had changed its name and begun offering online degree programs in mid-2013. Adobe was tasked with increasing brand awareness and online engagement for the school while dr [...]


Get To Know: IBM Social Business Global Marketing Program Director

Michelle Killebrew headshot Michelle Killebrew leads the go-to-market strategy for IBM Social Business. Her team focuses on messaging, solutions, and value content to shape the new definition of what defines a social business, and how organizations can embrace this next information revolution in the workforce. "I am passionate about marketing, especially innovative online marketing strategies that deliver a superior brand experience—from initial acquisition through to loyal customer—and increase growth and profitability," says Killebrew. Previously, Killebrew headed up the World Wide go-to-market and revenue-be [...]


Get To Know: ExactTarget’s Marketing Insights VP

JeffRohrs-250 Jeff Rohrs is a recovering attorney, bacon-lover, and diet Coke addict who heads up ExactTarget’s Marketing Insights Team – a rag-tag bunch of awesome folks specializing in content marketing, social media and thought-leadership. His first book, AUDIENCE: Marketing In the Age of Subscribers, Fans & Followers was published by Wiley in December. He also co-created and produces the award-winning SUBSCRIBERS, FANS & FOLLOWERS Research Series – the world’s first and longest-running examination of consumer relationships with brands through email, mobile and social channels. When n [...]


Get To Know: Trueffect’s Chief Marketing Officer

TimMayer-250 Tim Mayer, Chief Marketing Officer of Trueffect is well-known in the industry having been both a keynote and conference speaker at numerous online shows, including SMX. Tim directs Trueffect marketing with an extensive background as a product manager, product marketer, direct marketer, and general manager. He came to Trueffect from Trada, a crowdsourced paid search marketplace where he was Chief Strategy Officer. Tim has served as Vice President of Marketing at ShopAtHome.com and held executive positions at Internet search pioneers Inktomi and Overture, as well as Thomson Corporation. Tim [...]


The Inside Scoop From An Ad Agency Search Pro: 5 Questions With Lowe Campbell Ewald’s SEO Manager

5-Questions-ML The world of ad agencies has come a long way since Mad Men's Don Draper was running things. To be considered a full service agency today, social and search teams are now integral to an agency's overall offerings. Hillary Glaser serves as Lowe Campbell Ewald's SEO Manager, an ad agency that defines itself as a, "Full service, fully integrated advertising and marketing communications agency." "The SEO department at Lowe Campbell Ewald has been around for a several years, but the title of SEO Manager is still relatively new," says Hillary Glaser. Joining the firm in 2012, Glaser got her [...]


Get To Know: HootSuite’s VP Of Marketing

Dee Anna Profile Picture As the VP of Marketing for HootSuite, Dee Anna McPherson leads marketing strategy for the popular social media management platform. She is responsible for driving growth and building the company’s global brand. Before joining the HootSuite team, McPherson served as VP of Marketing at Yammer, where she established Enterprise Social Networking as a new category of business software and propelled the company to a top market position. Her efforts at Yammer helped deliver 300% annual growth, resulting in its $1.2 billion acquisition by Microsoft. Since graduating from Purdue University with B [...]


Get To Know: The CEO Of MobileMoxie

CindyKrum-250 Cindy Krum, CEO & Founder of MobileMoxie is a highly sought after conference speaker, presenting and training in-house teams throughout the US and around the world. She also serves as faculty at Rutgers University, teaching mobile marketing in a Digital Mini-MBA program, and soon, a dedicated semester-long mobile marketing course. People describe Cindy’s training style as personable, engaging and action oriented. She uses real world examples and engages the audience with their own mobile devices. Cindy’s book, Mobile marketing: Finding your customers no matter where they are, b [...]


Big & Small Businesses Use Most Of The Same Marketing Technologies … With This One Exception

ml-survey-2014 When it comes to the use of marketing technologies, enterprise-level companies and small businesses have a lot more in common than you might think. In our Marketing Land 2014 Marketing Technology Survey, more than 90 percent of SMBs and enterprise companies said they use analytics software. More than 70 percent of both groups use email marketing software. More than 50 percent in each group say they use SEO software. The adoption levels are similar when we asked about the use of social media management software, PPC and even marketing automation technologies. But there was one area where [...]


10 Big Brands That Were Penalized By Google, From Rap Genius To The BBC

google-flyswatter-penalty-600 It's been a busy year already with big brands getting hit by Google penalties. First came Rap Genius, slammed so hard that you couldn't find it for its own name. Then came Expedia's suspected penalty that may have hurt its traffic. But these are also a familiar tune. Big brand violates Google's rules, gets in trouble but ultimately returns to Google's good graces with what may seem a virtual wrist-slap. Below, in reverse chronological order, is a list of major brands that have been hit by Google penalties over the years for various reasons. Some violations weren't even intentional. 10 [...]


Get To Know: The Wizard Of Moz

Rand Fishkin To anyone working in the search marketing field over the past decade, Rand Fishkin needs no introduction. He is the cofounder, and Wizard of Moz. He co-authored the Art of SEO from O'Reilly Media, co-founded Inbound.org, and was named on PSBJ's 40 Under 40 List and BusinessWeek's 30 Best Tech Entrepreneurs Under 30. Rand is an addict of all things content & social on the web, from his blog on entrepreneurship to Twitter, Google+, Facebook, LinkedIn, and FourSquare. In his minuscule spare time, Rand enjoys the company of his amazing wife, Geraldine, whose serendipitous travel blog c [...]


Managing Your Digital Ad Dollars As More Consumers Move Online: 5 Questions With Eyeview’s CEO

5-Questions-ML Eight days later, and most of us have recovered from our Super Bowl ad hangovers, but what's a brand to do now that the biggest night in television advertising has come and gone? According to Eyeview CEO Oren Harnevo, brands that can afford both television and digital advertising should be leveraging their digital ad dollars to drive revenue. "Television is a great tool for reach and awareness, but very un-targeted. The message has to be generic," says Harnevo. "The huge advantage with digital is that you know who's watching. You can speak directly to your consumers." Launched in 2 [...]


Get To Know: The CMO For Tumbleweed Tiny House Company

tumbleweed-tiny-house-gtk-featured Debby Richman serves as Chief Marketing Officer for the Tumbleweed Tiny House Company. Founded in 1999 when it mounted its first tiny home to a trailer, Tumbleweed Tiny House Company designs and builds small, archetypal houses-to-go, ranging from 117 to 172-square feet. Along with delivering houses-to-go, Richman's company also offers workshops, building plans, educational materials and trailers to support customers who want build-it-yourself options. Richman was drawn to Tumbleweed due its reputation and the large demand for well-designed, comfortable living in smaller spaces. Prior to [...]


Au Contraire, Ad Contrarian: In Defense Of Digital Advertising

Ad-Contrarian-Book-Cover-New Bob Hoffman is an advertising legend -- a seasoned ad executive who has gained a reputation as one of the most influential advertising bloggers. His books, The Ad Contrarian and 101 Contrarian Ideas About Advertising, top the Amazon bestseller list for advertising. Most of the time, I find myself whole-heartedly agreeing with his terse tweets and bellicose blog posts. Until now. In his recent blog post, "Product Advertising and The Super Bowl," Hoffman basically blames the collective creative "meh" that was Super Bowl advertising this year on digital advertising. In his view, the adve [...]


Yep, Twitter Was A Real-Time Marketing Circus On Super Bowl Sunday

Super_Bowl_XLVIII_logo A really smart guy (cough-ME-cough) recently predicted that Twitter would be a "carnival of brands" trying to newsjack the Super Bowl, hoping to score points with consumers during real-time marketing's biggest stage of the year. While I'm patting myself on the back for what was an obvious prediction to make -- seriously, did anyone expect it not to be?? -- new data from social media agency Mass Relevance shows that it turned out exactly as expected. Mass Relevance kept an eye on Interbrand's Top 100 brands list and compared their Twitter activity this past Sunday with the 2013 Super Bowl [...]


Facebook Maps Super Bowl Fan Engagement From 185 Million Conversations

facebook-hashtags-featured Facebook reported earlier today that 50 million people ("unique people") globally were communicating about the Super Bowl via the site or apps last night. The 50 million people apparently had 185 million "interactions." That's roughly 3.7 interactions per person on average. Facebook has been eager to insert itself into real-time communication about live events and news along the lines of its rival Twitter. As one part of its strategy Facebook reportedly offered celebrities increased exposure and free "amplified distribution" as a kind of quid pro quo incentive for posts about the game. F [...]


Super Bowl 2014 Commercials: How Did Advertisers Perform in Search Engines?

tv-video-featured It's year number six of tracking how Super Bowl ads compelled us to search and just how well advertisers take advantage of all that searching. How did advertisers fare this year? Better than in earlier years, mostly because they are learning to keep it simple. But they're not necessarily doing better in search on purpose. Last year, advertisers started paying attention to social media in a big way, which they extended this year. But it's clear advertisers don't realize we're multi-taskers. Not only can we watch the game and tweet at the same time, but we can search, too. And while I get [...]


Get To Know: HubSpot CMO Mike Volpe

Mike Volpe headshot In early 2007, Mike Volpe joined HubSpot as the company's fifth employee. With Volpe serving as chief marketing officer, HubSpot has since grown from 10 to 10,000 customers, expanded from 5 to 650 employees, and raised $100 million in venture capital. Under Volpe's leadership, HubSpot has won more than 30 marketing awards and has been featured in over 20 marketing and business books. Volpe has guest lectured at Harvard Business School, Babson College, Carnegie Mellon, TCU, Boston University, and MIT Sloan School of Management, and contributed to numerous blogs, as well as the Harvard Busine [...]


It’s True: @JCPenney Might Have Won The Super Bowl Buzz

Bfgs1bjCMAAnfZa Last year, Oreo had its big moment "newsjacking" the Super Bowl, crashing in with a tweet about the event that won the buzz even though Oreo wasn't an sponsor. This year, Oreo literally sat this one out -- and JCPenney's "mitten-garbled" tweets might have won. Twitter measurement company TweetReach says that JPC was the most-discussed non-sponsor of the game. Drunk Or Mittens? First, the backstory. JCP put out two tweets in a row that many assumed were supposed to be as if the company was pretending to be drunk. Well, that the Twitter account was drunk. Well, that the person running it wa [...]


Twitter: More Super Bowl Tweets Than Ever, No Blackout Or Wardrobe Malfunction Required

tpm-five Twitter's shared that this year's Super Bowl generated 24.9 million tweets, more than ever before, edging out last year's record of 24.1 million tweets -- and this without a blackout or any other unexpected events other than the Seattle Seahawks's complete stomping of the Denver Broncos. Twitter is still churning through the data, but the top three peak moments were actual game action, followed by two half-time moments. Here they are (TPM stands for number of tweets per minute): 381,605 TPM: @Percy_Harvin 87 yard kickoff return for a TD to open 3rd quarter (8:32pm EST) 271,775 T [...]


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