How To Break Through the Personalization Filter

This is a live blog post from the Online Marketing Summit (#OMSummit) presented by Katherine Watier Ong (@kwatier) of Ketchum.com

social media and search break through

The Most Important Transition: Google moved from keyword based results to entities and connections based on results.

Google +’s purpose is not to be a social network. It’s not there to compete against Facebook or twitter. It’s there to identify and help Google understand your connections and entity. Think of it like that, not as a social network, but an opportunity to rank more strongly in search.

Search results are now becoming so smart that Google’s figuring out how all your connections work to feed you only the most relevant content specific to you (and your connections, interests, etc). This works especially well when you are logged into google. This is powered by your Google Data (check your dashboard and update your Google account so your search results are most relevant to your personal interests and connections).

There are 40 personalization factors (check out this link for a full list:

Bing Search 2012

Bing is similar to Google, but has interesting integration features with Facebook and Twitter.  You can ask your friends questions dirtily from search. Bing’s results are powered by your Microsoft data. (more…)

Performance Marketing vs Affiliate Marketing Part 2

Affiliate Marketing vs Performance Marketing
A few days ago I posted an article originally titled “Performance Marketing is NOT Affiliate Marketing“, however it caused some confusion as to my position on particular things so I changed it to Performance Marketing vs Affiliate Marketing. The main point of my post was to demonstrate that in affiliate marketing, in this case from a merchant perspective (since most of my readers are advertisers), there needs to be some actual performance and effort attributed to sales. In reality, this goes for any type of affiliate or merchant partner.

From the affiliate side, this is equivalent to signing up and promoting a program that doesn’t convert. In this case, there is no performance from the merchant side.  That was the point of that post. However, upon receiving some good constructive feedback as to how the title and exclusion of some additional points might contribute to an already confusing topic (and I’m always open to positive constructive feedback), I wanted to share a few more points and insights that might shed some light on this subject. (more…)

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