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Anuncio de los artículos posteados el: 01/01/2001

05 Dic 2016 
Theres a war thats raging in the marketing and advertising field. Its a clash of ideologies. There are those practicing deceit, knowingly and unknowingly. Others are so focused on short-term self-interest that they forgo any chance of long-term, mutually beneficial relationships.

Here are the ten plagues afflicting marketing. The Old Testament theme describing them came about when this thesis was initially delivered as a talk at a private conference hosted by an Israeli venture capital firm. Each plague is paired with a commandment that agencies, brands, publishers, and technology vendors can follow to reverse the course of the epidemic.

1) Trust Disintegration: Trust among all parties agencies, brands, publishers, tech vendors seems to be at an all-time low. This lack of trust evokes the plague of blood: it seeps into every dealing and interaction, and it threatens our livelihoods. All the other plagues stem from this and worsen this.

Commandment: Thou shalt put your clients and partners interests first even above your own.

2) Shinynewobjectism: How distracting it must have been to be bombarded by one frog after another. Marketers are constantly trying to juggle distractions of the latest buzzwords rather than focus on what will drive the most business impact. Granted, marketers do need a portfolio approach with calculated bets on what will matter more in the future.

Commandment: Thou shalt prioritize what works while planning for whats next.

3) Federalization: The U.S. federal government, mirroring governments elsewhere, is taking a greater interest in advertising, from influencer marketing to ad blocking. Some may see this as overdue while others see it as overreaching. Regardless, its happening, largely because the government no longer trusts efforts at self-policing. The swarm of regulations will multiply until we do more to show its not needed.

Commandment: Thou shalt stay on the right side of the law and try to do so even before such laws are written.

4) Fraud: The fourth plague is so tough to parse that one cant tell if the biblical text refers to flies or beasts. If the ancient Egyptians werent sure what hit them, neither are billions of internet users, or the marketers who pay for ads that are neither seen nor clicked. Its time for a zero-tolerance policy for fraud.

Commandment: Thou shalt verify the good and disqualify the bad even if your reporting suffers in the short term.

5) Robotization: When the cattle died from disease, so did any kind of livelihood security. A different kind of plague will affect many marketing professionals livelihoods. Robots are rising, and that is great for some kinds of efficiency. But it wont be without consequences, as not as many people will be needed to buy media, analyze it, and report on it. Clients will be able to do more themselves directly without the need for third parties getting involved.

Commandment: Thou shalt make way for robots while honing safer skills like strategy and leadership.

6) Recessionism: Once youre hit with boils, it seems like they stick around forever. Even when theyre gone, theyve left their mark. The same is true for recession-era thinking. Since 2008, unemployment is down and the stock markets up, but the recession mentality lingers with the need for caution and cost savings.

Commandment: Thou shalt plan for growth and reward the partners that deliver it with your trust.

7) Long live the ROI (the ROI is dead): The great news is marketers are thinking more about the return on investment theyre getting from marketing. Yet a rainstorm that seems nourishing can reveal itself to be hail. A focus entirely on direct response starves and underserves brand marketers. Brand marketers still need better ways to determine digital ad effectiveness while keeping creativity flowing.

Commandment: Thou shalt create value for brand advertisers through metrics and ideas that matter.

8) Ad Avoidance: When the crops were devoured by locust swarms, there was nothing left for people to eat. When ad blocker swarms rose up, many publishers started starving. With ad blocking, if theres a way, theres a will it doesnt matter so much why people block ads, but that once people can do so, they embrace it.

Commandment: Thou shalt accept that no one covets advertising, so ensure thine ads are really seen.

9) Banner Blindness: With ads that are delivered as intended, so few people notice them. A lot of the problem is that most online advertising isnt what gets featured at Cannes or in Adweek but rather terrible creative thats poorly targeted. Its then blasted out, with tons served on every page. Weve trained people not to look.

Commandment: Thou shalt accept responsibility for creative not just targeting and viewability.

10) Death of the first click (and last): Death of the last click would have been more accurate, but first-click attribution is faulty as well. The death of such oversimplified metrics has been a long time coming, but advances in software, analytics methodologies, and marketer sophistication will paint a truer attribution picture.

Commandment: Thou shalt show the impact of your ads & marketing in the online and offline path to purchase.

The Passover story is ultimately one of sacrifices those made by the Israelite slaves, as well as by Egyptians who suffered under Pharaohs tyranny and stubbornness. All of us in the marketing and ad fields will have to make sacrifices as well to fulfill these commandments. That includes sacrificing inventory for value, quick wins for long-term relationships, easily manipulated metrics for true business value, and assumptions for questions. Its the sacrifices that will lead to our newfound freedom, and the salvation of our field.

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27 Sep 2016 
At next week's Dreamforce conference, technology entrepreneur Darian Shirazi plans to stand out among the 170,000 attendees by dressing up in a Formula One racing outfit.

It's gimmicky, to be sure, but there's logic to it.

Shirazi is CEO of a 140-person start-up called Radius and, at's annual customer conference, he's promoting a brand new product designed to wait for it drive revenue.

Radius' software collects and catalogs data on 18 million U.S. businesses to help companies focus their marketing campaigns. On Tuesday, the San Francisco-based company unveiled the Radius Customer Exchange (RCX), which enables corporations to get even more efficient and targeted with their promotions by going after customers of other brands.

For example, as part of the launch, Sam's Club, the wholesale chain owned by Wal-Mart, has teamed with payment systems provider First Data, allowing the two companies to co-market products or create campaigns to reach clients of the other company.

It's easy to imagine other collaborations.

Car rental companies could partner with hotel chains to offer discounts to each other's customers. Insurers looking to expand in a particular region could join with a prominent telephone carrier or bank in the area. American Express is also one of Radius's launch partners.

The accuracy of the data is one big differentiator between Radius and traditional corporate databases like Dun & Bradstreet. Because Radius is sitting on top of Salesforce's customer management systems, it's updated in real time, so doesn't suffer from the deficiencies of static corporate catalogs.

"You're getting very warm leads from another brand," said Shirazi, who started Radius in 2009 and last year raised a $50 million financing round with funding from Salesforce Ventures. "Companies can work together to drive business for each other."

The system works like a social network of sorts. A business can send a friend request to another company and if a match is agreed upon, they get a certain amount of time to analyze customer overlap before deciding if they want to move forward with a deal. Names and contact information of customers aren't shared, just general details about the number and types of matches.

Radius is playing into a broader trend of software-based predictive marketing. Over $200 billion is spent annually on advertising in the U.S., according to eMarketer, often with companies hiring agencies for creative campaigns. But with improved tools available for companies to understand their own data, they can spend some of that money on software and cut down on their marketing and advertising costs.

"These new platforms are really allowing companies to take customer engagement capabilities back in-house," said Ian Kahn, a partner at PwC Consulting and expert on the Salesforce platform. "These are business tools that are highly intuitive for our clients to adopt quickly and don't require huge levels of software development support to implement and maintain."

At Oracle's OpenWorld conference earlier this month, Radius announced a partnership with the software giant to help customers of its marketing suite utilize more predictive outreach tools.

But Dreamforce is a bigger deal for Radius. The company is a platinum sponsor, a distinction that comes with a $1 million price tag. Shirazi said all of his employees are likely to attend part of the event.

Radius will be conducting several tutorials and take part in a session with PwC's Kahn and a Sam's Club representative discussing the new product.

"We go all-in on Dreamforce," Shirazi said.

For Radius, the conference climaxes with an invite-only party next Tuesday night, featuring a live musical performance by Daughtry. The event is being billed as the Radius VIP Grand Prix Party.

Look for Shirazi in his racing gear.

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03 Jul 2016 

Does Google now view search engine optimization as bad, as spam, as something you could get banned for? Almost certainly not, but thats the takeaway you could now get based on a legal fight between Google and a publisher that was banned from its search results.

The case involves e-ventures Worldwide, which had many of its sites banned by Google and is fighting in court for damages as a result. As we covered earlier, Google lost a battle to have the case dismissed, so the fight continues.

This week, an article in Entrepreneur highlighted an interesting part of Googles legal arguments, that search engine manipulation is something the company fights against, might ban anyone for and, importantly, is defined about the way many people might define SEO.

Google: SEO is not spam

So,Is Google Trying To Kill SEO, as the headline of the Entrepreneur article asks? Almost certainly not, as Ill explain. But lets start with Googles official statement that it gave Search Engine Land on this:

While we cant comment on ongoing litigation, in general, Google supports and encourages SEO practices that are within our guidelines and dont consider that spam.

Got it? SEO commonly accepted best practices isnt spam. And anyone encountering the newfangled term of search engine manipulation should view that, in my opinion, as meaning spam, not SEO.

The search engine manipulation backstory

How did the concern over what search engine manipulation means come about this week? Its from a key document in the lawsuit,a statement by Brandon Falls, the Google search quality analyst who took action against the e-ventures sites. This Wall Street Journal article about the case links to his declaration.

In that, Falls introduces the term search engine manipulation for the first time in my knowledge by anyone within Googles search team. Its not a term thats regularly used by Google when dealing with publishers. Theres not a single help document for publishers that mentions the phrase in Googles webmaster support area.

From Falls declaration, the first reference to search engine manipulation is as follows:

An important part of providing valuable search results to users is Googles protection of the integrity of its search results from those who seek to manipulate them for their own gain.

As noted, efforts to subvert or game the process by which search engines rank therelevance of websites are called webspam in the search industry.

Such search engine manipulation harms what is most valuable to users about search: the quality (i.e., relevance) of our search results for users.

Accordingly, Google considers search engine manipulation to be extremely serious and expends substantial resources to try to identify and eliminate it. These actions are critical to retain users trust in Googles search results.

Ive bolded the key parts. Google opens by saying it tries to protect its search results from those who seek to manipulate them for their own gain. The problem with this is that this statement not only applies to SEO best practices that Google itself encourages, but also to activities that violate Googles guidelines, which it considers spam.

Anyone doing commonly accepted SEO is doing so in hopes of manipulating the search results for their own gain. Googles own guide to SEO acknowledges this in talking about using its advice as a publisher in order to have anoticeable impact on your sites user experience and performance in organic search results.

In short, Google actively encourages and instructs publishers how to manipulate its search results, and publishers are inherently doing this for their own gain. SEO is manipulation, and the Google declaration suggests that anysearch engine manipulation to be a potential cause for action.

Why its obvious that search engine manipulation means spam

Sophisticated SEOs, of course, wouldnt interpret the declarations statement in that way. Knowing that Google does things like publish a guide to SEO, produces videos on it, speaks on the topic and encourages SEO in many ways makes it blindingly obvious that Google doesnt consider SEO within its guidelines to be bad.

Rather, Id say most sophisticated SEOs would interpret this new search engine manipulation term to be synonymous with web spam or spam for short activities that fall outside Googles accepted guidelines for SEO.

Reading through the rest of the declaration, it becomes pretty clear that search engine manipulation is indeed being used as a synonym for spam and does not include accepted SEO. For example:

Googles online Webmaster Guidelines include a discussion of Quality Guidelines. The Quality Guidelines enumerate numerous manipulation techniques that violate Googles Webmaster Guidelines.

In that statement, Google is acknowledging that there are many search engine manipulation techniques, but only some violate its guidelines. In other words, not all manipulation is bad and an actionable offense. SEO manipulation, that which is done within its guidelines, should be okay. Outside the guidelines thats spam and potentially gets you in trouble.

Nevertheless, the opening statement in the declaration can be read as including even best practices SEO in search engine manipulation. Its a pity Google wasnt much clearer and didnt stay with the commonly used industry terms out there. As a result, its possible for anyone to fearmonger or fear that doing accepted SEO might be a bannable offense.

In reality, anyone who stays within Googles guidelines really should have nothing to fear, as Googles own statement today says. In particular, its important to note that this declaration introducing search engine manipulation as a term was made back in November 2014. It was only just noticed now. If this was a first shot in Googles coming war on accepted SEO,then for over two years now, thats not actually had any impact.

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12 Avr 2016 
Professional Diploma in Digital Marketing

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The Professional Diploma in Digital Marketing programme is facilitated by Wild Fusion Digital Centre; the local centre of the Digital Marketing Institute, Ireland. It is a practical programme designed to empower individuals and to help businesses improve their online lead generation and customer engagement.

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Carries the coveted Digital Marketing Institute, Ireland and Scottish Qualifications Authoritys accreditationIts curriculum focuses on current trends and best practices in Digital MarketingThe curriculum also covers creating innovative strategies and how these strategies can be leveraged to gain competitive advantage for businesses.

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The curriculum of the Professional Diploma in Digital Marketing which is specifically structured by the Digital Marketing Institutes panel of practising professionals focuses on current trends and best practices in Digital Marketing, creating innovative strategies and how these strategies can be leveraged to gain competitive advantage for businesses.

The programme gives a detailed overview of Digital Marketing by incorporating the following modules:

Introduction to Digital MarketingSearch Engine OptimisationEmail MarketingPay Per Click MarketingDigital Display AdvertisingSocial Media Marketing (Module 6 & Module 7)Mobile MarketingWeb AnalyticsDigital Campaign Strategy and Planning

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02 Dic 2015 
seo dallas

When running your business website, you also have to keep in mind SEO tactics. Search engine optimization increases the ranking that search engines such as Google, give your website when users search for words that relate to your site. Read this article to learn more about it!

You have to immerse yourself in the field and really become a student of SEO if you are planning on handling the SEO yourself. Check out various courses around the net, and ask other site owners for little tips of the trade that you may not be able to find by reading articles. SEO is a process, and you should be learning about it every step of the way.

Make sure to have links that allow visitors to favorite your website on social networking sites. Word of mouth can be a significant asset to your website. Every time a person likes your site on

a social network site, it becomes more popular and easier to find on search engines.

When it comes to gaining higher positions in search engine rankings, you have to focus on relevancy. You can only raise your position if the search engines notice that your site is valuable to to visitors. Just solely relying on SEO will not help your ranking, you need to provide great content that will aid your viewers too.

Always include a site map page in your website. A site map page ensures that your site can be crawled by search engine spiders. These spiders then index the pages of your website. Site maps also tell the spider about your site's hierarchy and which pages are the most important.

It's a good idea to make sure that the first block of text on any website can be used as description tag for HTML. Some web crawlers search the first few sentences of an article instead of meta tags to rank your site. If your content is of poor quality, it can hurt your page rank.

Diversify when getting traffic. Seek traffic through a number of methods so that you aren't relying exclusively on search engines to get people to your site. This way, you 'don't put all your eggs in one basket,' and won't be bothered by a momentary slip in search engine rankings.

Visit the websites of your competitors. Do internet searches for the keywords that are related to your personal business to find other sites that are related. It is a great way to get fresh ideas for your site and to learn what it is that your competitors are doing to have a successful site.

Try to integrate keywords and phrases into your title tag to get a higher SEO. When analyzing your site, search engines place heavier emphasis on keywords that are included in title tags. Select your most powerful keyword to see the best drive and results the most traffic straight to your virtual door!

Before turning to the automated programs available to inflate one article into many, the wise article marketer will do as much individual writing as he or she can. Hand-crafted articles always give readers a much better impression than auto-generated content. Search engines prefer original human-written articles, too, and rank them higher than automated articles.

Keep your SEO skills and knowledge up-to-date. Search engine algorithms are constantly changing, so you need to stay on top of the latest developments. SEO techniques that you learned three years ago may no longer be effective, and you could waste valuable money and time trying to optimize a website with outdated SEO methods.

For optimal search engine optimization you should strive to use your keywords in any links that are posted on your page. Search engines give preferences to links over plain text so try to create links that utilize your keywords. Also test surrounding links tend to get higher preferences so use them around your links as well.

Add the keyword phrase into the meta description of your site. The majority of engines use the meta description as the text for the search results. Adding in the keyword phrase gives an additional place for the engines to see what your site is about. Make sure your meta description reads well since it will be visible to the public.

When supplying information in your copy, include phrases like "How do I..." or "Where can I find..." in your keywords. People love to write questions into search engines, and you want to supply the answer. You can even use the question as the title of your post, which will rank it high for those keywords.

If you decide to hire a professional to help you with your site's search engine optimization, it is extremely important that you choose wisely and hire someone who is qualified for the job and will give you the results that you are after. There are rogue SEO firms that will rip you off, so make sure that you conduct appropriate research on SEO firms and seek recommendations.

The best way to get people to visit your website is to give them goodproduct and service, or content. You can spend days and weeks employing every technique you read on the web for SEO. If your blog,site, product, or service is poor people will go elsewhere, at the end of the day, no matter how many tricks you use.

Include links to your site as part of your online signature if you are a respected and well-known presence on online discussion boards or communities. Of course, this technique is only effective if you are viewed favorably in the community, diligently follow all forum rules, and make valuable contributions to the larger discussion.

In order to find the best results for what you are looking for when using a search engine, it is important to not use too many words. The more words that you type into the search bar, the more specific that search has become and will hide many valuable options from you.

Now you know the many ideas that you can leverage off of to build your site. Your patience will give you what you want.

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