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Year: 2022

Marketing 

Customer segmentation models to improve the performance of loyalty marketing campaigns

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Segmenting your customers is critical to your success. Creating a loyalty marketing strategy is critical to understanding that every customer is unique. Every member has different needs, preferences, communication channels, behavior and emotions. Approaching all these unique members as one via mass communication is a big mistake when trying to scale your business. Segmenting your customers is critical to your success. But what is customer segmentation, why is it important and which segmentation models should be considered? 1. What is customer segmentation? Customer segmentation is the practice in which marketers divide their customer base into specific…

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Bing 

Bing To Shut Down Webmaster Forums

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Bing is shutting down their Bing Webmaster Forums by the end of this month or early June. Duane Forrester of Bing said that the forums were turning into the place Bing expected and they have decided to shut it down to give them the “time and resources to focus energies in other directions.” So what […] Bing is shutting down their Bing Webmaster Forums by the end of this month or early June. Duane Forrester of Bing said that the forums were turning into the place Bing expected and they have decided…

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google 

Google Performance Max self-upgrade tool for Local campaigns is now available

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Earlier this year Google announced another change to Local and Smart Shopping campaigns. Well, that time – and tool – has come. Google has just announced the Performance Max self-upgrade tool for Smart Shopping and Local campaigns. How to self-upgrade. You can self-upgrade your Smart Shopping and Local campaigns by navigating to the notification in your ads dashboard, the Recommendations page, or the Campaign page. Preserving historical data. When your campaigns are self-upgraded, all historical campaign performance from your previous campaigns will carry over, eliminating the need to go back into the…

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Social 

TikTok introduces Attribution Manager with flexible windows

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Advertisers will have the ability to choose longer windows that are more in line with their conversion goals. To provide more flexibility in advertisers’ goals, strategies, and conversion journeys, TikTok is introducing a flexible Attribution Manager. The new feature enables users to set custom attribution windows on the TikTok Ads Manager. Why the change. TikTok realizes that every advertiser is different in regard to the actions their target market takes after clicking an ad. If the goal is brand awareness, a click or like is a sufficient objective. However, if the…

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SEO 

Non-stop updates: SEOs share the impact on their day-to-day, work-life balance and career outlook

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Stakeholder expectations seem more realistic as the industry has matured, but Google’s updates may be influencing career paths. This year, Google rolled out an unusually high number of updates. As a matter of fact, the company released a local search update as we conducted interviews for this article. Google updates can be frustrating for brands and businesses because they might negatively impact their visibility, ceding rankings to competitors and impacting traffic and/or revenue. The heightened frequency of updates this year may intensify that experience, which means that SEOs might also be under…

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SEM 

How to Build a Marketing System of Record

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Learn how a Marketing System of Record can bring greater efficiency and consistency to creative work and marketing campaigns. Marketers ready to lead the comeback in 2021 need to innovate faster, and be able to quickly pivot budget, resources and plans when the company or strategic direction changes. With a Marketing System of Record, all work can be visible, trackable and actionable, allowing you to create end-to-end processes for any contingency. That way, when things change, your organization can change with it. Join our experts for this webinar as they demonstrate…

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SEO 

The enterprise business of SEO: Communicating to the C-suite

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Learn how to effectively engage with your organization’s leaders and help them understand the incremental value of organic search. Change is the only constant in SEO. At the moment, change is the only constant in the economy. Adapting to SEO shifts, reduced paid spending, and the general consensus of having to do more with less have hit marketers hard. As C-suite members look to reduce costs and improve efficiencies, SEO has risen to become an essential boardroom agenda item. SEO is impacting website performance across every type of industry. It provides…

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Marketing 

Google’s Local Services Ads platform has a problem with spam

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Fake business names, virtual offices, multiple rankings… Google has a spam issue with LSAs and getting it fixed is easier said than done. There is (or will soon be) a Google Local Services Ads spam problem coming to a town near you. I primarily run Local Services Ads for personal injury law firms, and most of the problems I’m encountering are in California. Admittedly, I can’t speak for every vertical or geographic region. But what follows are some of the LSA spam issues – and how Google might remedy them. How much spam…

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Bing 

Bing Admits They Need To Do Better With Webmaster Communication

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In a blog post today on the Bing Webmaster Blog, Bing’s Igor Rondel, Principal Development Manager of the Index Quality team, said you can expect Bing to do more proactive communication on the Bing Webmaster Blog in the future. Igor said Bing needs “to do a better job of proactively communicating updates” and they realize […] In a blog post today on the Bing Webmaster Blog, Bing’s Igor Rondel, Principal Development Manager of the Index Quality team, said you can expect Bing to do more proactive communication on the Bing Webmaster Blog in the…

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google 

Google Chrome adds 3 site search shortcuts

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Adding @bookmarks, @history or @tabs into your Chrome address bar should help speed up your searches in these categories. Google Chrome is adding shortcuts to the address bar on desktop that will help you search through your bookmarks, history and tabs. Why we care. Search marketers do a lot of searching – and I’m pretty sure in our profession it’s illegal not to have dozens (hundreds?) of tabs open at a time. These additions to Google Chrome hopefully will make it a bit easier for you to search directly for the…

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