When Big Brands Meet Social Media – Part 2
How will big brands will successfully latch onto social media and use it intelligently as marketing channel going forward? Read on for how we're doing it at Yahoo.
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David Roth's latest articles
When Big Brands Discover Social Media Marketing
“What’s our Social Media Strategy?” Has anyone in your company asked you this lately, or at all? Chances are if you haven’t heard this question from a VP yet, you will soon. It’s what everyone is trying to figure out – not if we should be using social media, but how we should be using […]
Riding The Rail: Plenty Of Time To Ponder Search
I’m going just a bit off topic this month. It may seem a stretch, but bear with me, there is a modicum of relevance to this column. You see, most of my ideas for Industrial Strength columns, as well as the bulk of my SEL column writing, take place on either the Capitol 523 or […]
Plan For The Long Run With Data-Driven SEO
Now that the tide has turned, economically speaking, and with SEM budgets focused more on profitability than volume, it's time to take another long look at SEO and how to use it to your company's advantage.
What Yahoo Buzz Tells Us About Ourselves
I love Yahoo! Buzz. Always have. I loved it in its first incarnation (think Google Zeitgeist) and I love it now, in its current form. And not just because I work inside the big Purple Palace, mind you, but rather because it tells me everything both delightful and horrifying about myself in one concise web […]
Getting The Most Out Of Your SEM Agency
Should we use an SEM agency or take it in-house? The recent trend to pull search marketing in-house has generated more than a few articles on this topic, so I thought I’d put an industrial strength spin on it. Here, I’m not going to contemplate whether you should use an agency or not, but rather […]
How We Manage SEM Budgets (And Expectations) At Yahoo
If you’re like me, you spent most of Q4 last year planning out SEM budgets for 2009. Perhaps you even changed your entire SEM strategy from last year to this year due to the economic downturn, and now you’re optimizing to different metrics. Planning meant accounting for seasonality, negotiating with different groups around the organization […]
25 Random Things About Search Marketing
If you spend any time on Facebook you’ve no doubt been tagged by the ’25 random things’ game that’s been plaguing the social media-sphere. If you don’t know what I’m talking about, you either don’t use Facebook or you live in a cave, or both. By the time you read this you will likely know […]
My New Year’s Search Marketing Resolutions
I was in a meeting this week and someone was talking about her New Year’s resolution to eat healthy this year, and how it was already making her miserable. I think her exact words were “I’m ready to eat my desk.” I don’t know about you, but I don’t do New Year’s resolutions. Never have. […]
Getting The Most From Paid Search In A Difficult Economy, Part 2: Valuation Models
How much revenue does a new customer drive to your business? How long, on average, does a customer last, and how much do they spend as a customer? Do customers acquired through one marketing channel generate more revenue than those from another channel? The answers to these questions collectively make up the foundation of any […]
Getting The Most From Paid Search In A Difficult Economy
Cost consciousness. Budget cuts. Workforce reductions. Hiring freezes. We’re beginning to see signs of the economic Armageddon everywhere. What a great time to be a search marketer! No, really. I’m serious. Because whatever the economic climate or business objective, search marketing is flexible enough to support it. Don’t get me wrong, I feel your pain. […]
SEM Tools: To Build Or Not To Build
To build, or not to build, that is the question (with apologies to Shakespeare): Whether ’tis nobler in the mind to suffer The slings and arrows of outrageous SEM Tools, Or to take arms against a sea of in-house engineers…… I know more than a few in-house SEMers. Many of them insist on building in-house […]
If You Build It SEO-Friendly, They Will Come
“So I audited the website, made all kinds of great SEO recommendations, and nothing. None of them got implemented. Not a single one.” Sound familiar? This story is told all too often, at search industry events, cocktail parties and around water coolers at web-based companies everywhere. It’s a story that starts with a VP hiring […]
Making The Business Case For SEO
So what’s the ROI on this SEO program you’re recommending? How much revenue upside is there? What will it cost? How does this stack up against the fourteen other projects we’re working on right now? Are these questions familiar to you? They are to me. I hear them in my sleep. I have had to […]