For effective Search Engine Optimization (SEO), the importance of building quality backlinks from third party sites to your site is well known. Applying online public relations techniques to support backlink creation is now a core part of the service for all competent SEO agencies and PR agencies.
But how do you assess the approach of the SEO company or improve your own internal process? This interview outlines best practice in using online PR to support SEO from the SEO agency perspective.
In this month"€™s interview I talk to Phil Robinson, the founder and Managing Director of Search Engine Marketing agency Clickthrough Marketing about the processes and tools his SEO team apply to take advantage of online PR. My questions and Phil"€™s answers will step you through some of the…
The concept of segmentation, is of course, well-known to marketers but it is a term increasingly applied within web analytics. While analytics specialists may be up-to-speed on online segmentation options, most marketers won't have time to get-to-grips with the options.
So, I'm pleased to be present this interview with analytics specialist Hugh Gage to enlighten us about the online segmentation options.
For example segmentation is now a prominent tool within the latest versions of Google Analytics and Visual Sciences and it has always been easy to create granular segmentations in ClickTracks.
In this interview, I talk to web analytics consultant Hugh Gage of Engage Digital who was previously a senior analyst at Logan Tod & Co and before that Head of Online Planning and Buying at Manning Gottlieb OMD.…
Trends in Marketing interview
[John Ling (Chartered Institute of Marketing Trends Researcher)]:
1) What have been the most significant changes in marketing since 1976?
[Dave Chaffey]: As a digital marketing specialist, I would naturally also say that the role of digital
media and in particular the Internet have significantly changed customer behaviour and the way that marketers can deliver value.
The online customer value proposition
Many have said that the Internet is "€˜just another channel to market"€™, and while this is
true to an extent, successful online startups and traditional companies have
innovated and developed differential propositions and communications approaches
for this channel which target audiences in ways not possible before the
personalization possible through digital media.
Of course, integration between traditional and digital channels is important and with the rise of other direct
channels such as phone and direct mail, communications integration and
multichannel marketing other significant changes since 1976.
I have written extensively about the need for marketers to…
