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3rd
NOV

Day of the Dead Google Doodle Marks Mexico’s Holiday Honoring Life & Death

Posted by peterzmijewski | Filed under Social Media Marketing

Google is following its Halloween Magic Cat Academy doodle by marking Mexico’s Día de los Muertos, the Day of the Dead holiday honoring, as Google puts it, “… the mysteries of life and death.”

The two-day holiday, which starts the first of November, began in Mexico as a way to celebrate deceased loved ones. The day is now celebrated around the world.

“Every year from November 1–2, both Mexicans and people around the world honor their loved ones with offerings or ofrendas displayed on colorful altars decorated with pictures, bright flowers, candles, and their favorite foods and beverages,” says Google on the Google Doodle Blog.

Google’s Day of the Dead image replicates the tissue-paper cutouts often used as decorations for the day. As Google explains, “… the delicate paper banners indicate that life is fragile and fleeting, but it’s also full of beauty and delight.”

Source:searchengineland

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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13th
OCT

See the Complete Agenda for MarTech Europe

Posted by peterzmijewski | Filed under Social Media Marketing

Large enterprise websites typically have 75 technologies in their martech stacks, according to a recent study. What’s stunning is that when asked, most marketers believe they are only using 2-3 technologies.

Helping you manage the breadth and depth of your martech stack and how it impacts customer experiences is why we created the MarTech Conference series. And in less than a month, we’ll be gathering in London to hold our vendor-agnostic forum for understanding the issues you care about and struggle with daily.

We’ve assembled an agenda packed full of martech experts who will provide real-world insights and strategies you can use to drive digital transformation at your own company.

Source: Searchengineacademy

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry

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12th
OCT

Google Looking at How to Measure Brand Awareness for Search

Posted by peterzmijewski | Filed under Social Media Marketing

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In A conversation with Google’s Gary Illyes (part 1) podcast at Marketing Land, our sister site, Gary Illyes told us that Google is looking at ways to measure brand awareness in search.

Gary Illyes said this when we asked about how Google sources featured snippets with Google Home voice assistant. Gary explained that measuring brand mentions, without links, is hard, but the user experience team at Google is looking at ways to do this.

In context, Danny Sullivan asked Gary what publishers get out of Google Home saying the name of the site. Is there any ranking benefit to it? Does it lead to any traffic to your site? Gary explained that he first discovered Search Engine Land through brand mentions in forums, not through a link. He then goes on to explain that the Google team is looking at ways to measure “brand awareness.”

Source: Searchengineacademy

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry

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7th
OCT

Take Back Control of Your Content

Posted by peterzmijewski | Filed under Social Media Marketing

Live Webcast: Thursday, October 20, 2016 – 01:00 PM EDT (10:00 AM PDT)

Are you losing control of your content? If you’re like the majority of marketers, you’re going to produce more content in 2017 — but feel less than confident about your content marketing operations.

Join experts Arnie Kuenn, CEO at Vertical Measures, and Brian Kavanaugh, US marketing strategist at Bynder, as they explain how branding automation can empower your teams to efficiently create, format, localize and distribute content assets to target audiences in less time.

Register now for “Take Back Control of Your Content,” a MarTech webcast produced by Digital Marketing Depot and sponsored by Bynder.

Source: Searchengineacademy

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry

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6th
OCT

Is Account-Based Marketing Right for Your Business?

Posted by peterzmijewski | Filed under Social Media Marketing

If you’re in B2B marketing today, Account-Based Marketing (ABM) is likely sitting somewhere in your 2016 initiatives. It’s an exciting concept but one that requires a ton of research, planning and grunt work. It also might not be right for your business.

This guide from BrightFunnel reviews the basics of ABM and provides a framework for how to thoroughly measure ABM in real, practical terms that you can use today.

Source: Searchengineacademy

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry

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5th
OCT

Google Seeks to Humanize its Brand With New “Google Assistant” Female Persona

Posted by peterzmijewski | Filed under Social Media Marketing

Siri, Cortana and Alexa are virtual assistants with female personas — though Siri can be a man, too. Until today, Google voice search didn’t have an identity or persona, though it has a female voice.

That is changing with the official rollout of Google Home. For the launch of Home, Google took its voice search capabilities and added a persona. So instead of calling Google’s spoken results Google Now, Ok Google or Google voice search, it/she will now be the “Google Assistant,” which is not quite a human-sounding name, but better and more descriptive than Google Now.

Like Amazon, Google will have devices (e.g., Home, Pixel phones) and products (e.g., Allo) that feature the Assistant the way Amazon has the Echo and Echo Dot, powered by Alexa. All this was previewed at Google I/O this summer. You can interact with the Assistant in more limited form today in Google’s new messaging app, Allo.

This summer, it appeared that Google wasn’t going to use the name “Assistant” for its Google Home voice persona or as a consumer-facing product name. However, it appears the company changed its mind over the past several months. (The assistant will launch as female, but over time, it will offer more voices and potentially, personas.)

According to Ryan Germick, who led the Google Doodles team and helped develop the Assistant’s personality, Google Assistant should be thought of as a kind of friendly companion, “Always there but never in the way; her primary job is to be helpful.”

Like Siri, Cortana and Alexa, Google Assistant will tell jokes and have conversational features to “humanize” and make Google “more approachable.” One of the advantages that Google has with the Assistant over its rivals is its search index and knowledge graph. However, Germick said that there may be instances where Google Home will not provide a result, other than reading back a list of search results.

Germick explained that in creating the Assistant’s personality, Google utilized “storytellers” from Pixar and The Onion, among others, to craft scripted answers to a broad range of questions. Presumably, this is where the humor will show up. However, over time, there may also be “AI jokes” (We’ll see).

“Fun in, fun out,” Germick added. That means users will need to prompt the Assistant for jokes or snark, which won’t happen unsolicited. But that’s apparently happening quite a bit in Allo (e.g., “What is the meaning of life?”).

Germick called the Google Assistant a “beautiful marriage of technology and scripting.” The proof will be in the user experience — though what we saw demoed today was impressive to me — and undoubtedly, we’ll see numerous side-by-side comparisons of the Google Assistant with its competitors when Home formally comes.

Source: Searchengineacademy

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry

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4th
OCT

Allstate: Offline Call Data Improved SEM Performance and the Customer Experience

Posted by peterzmijewski | Filed under Social Media Marketing

Call tracking, now generally rebranded as “call intelligence” or “call analytics,” went from being a novelty in the SEM world a few years ago to a perceived commodity today. However, the benefits of using call analytics extend well beyond campaign optimization into operational and customer experience insights for brands and marketers.

Allstate offers a case study, which was presented last week at SMX East. The company worked with Invoca on a paid-search campaign specifically for local insurance agents in multiple provinces in Canada, including French-speaking Quebec.

As a basic matter, call data provides insight into what’s happening “offline.” As I’ve written multiple times before, this is now critical for all digital marketers (whether search or display).

Allstate was also able to improve local agent productivity by using Invoca’s technology to block unwanted telemarketing inbound spam calls to agents — a kind of mirror of the online click fraud problem. It also obtained considerable audience data based on the location of calls.

The company found that most online quote requests came from the PC. The majority of calls were coming from mobile phones, which offered better leads. Allstate reported the following campaign results:

1.a 16-percent increase in calls year over year;
2.a more than 50-percent decrease in abandoned calls; and
3.decreased customer acquisition costs.

Rather than optimizing against clicks and using lead-capture forms to determine efficacy, Allstate was able to optimize against real ROI metrics, using call analytics. Perhaps most interesting, however, was how Allstate moved beyond campaign optimization and was able to use call data to improve the customer experience.

Allstate discovered that its previous IVR (interactive voice response) menu, which ran in excess of 60 seconds, was causing people to drop off calls in impatience or frustration. The company shortened the IVR message for paid-search callers and improved call routing. Accordingly, it was able to capture more high-intent leads.

It was also able to do a better job, using location data, to route calls to local agents and the correct default language. Overall, the call experience, where most sales happened, was improved, and the company was able to close more business.

Source: Searchengineacademy

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry

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3rd
OCT

Up Close at SMX: Using Paid Search and Social Together

Posted by peterzmijewski | Filed under Social Media Marketing

No news flash here. Marketing teams cannot afford to exist in silos.

Paid search and social are no exception. You can amplify the reach of both of these channels by combining your efforts and leveraging data from each together.

In the SMX East session, “Using Paid Search and Social Together,” three speakers, Tara Siegel, Jahil Sain and Maggie Malek, shared their top tips for winning with paid search and social.
Using search techniques to win at paid social by Tara Siegel

Tara Siegel, the Senior Director of Social at Pepperjam, said she is on a mission to make people understand that social must be viewed holistically. Social is an omnichannel optimizer.

It’s very important to be consistent across channels. Deliver the right message to the right people, Siegel explained.

In social, campaign goals will guide ad type and strategy. The same is true for search, with ad extensions, click-to-call, lead generation and so on.

Source: Searchengineacademy

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry

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30th
SEP

Ladislao José Biro Google Doodle Honors the Inventor of the Ballpoint Pen

Posted by peterzmijewski | Filed under Social Media Marketing

Today’s Google doodle marks the 117th birthday of Ladislao José Bíro, the man responsible for the ballpoint pen.

Working with his brother, Google says Bíro introduced the first ballpoint pen at the Budapest International Fair in 1931. Eight years later, he would receive a patent for his invention.

He worked with his brother, György Bíro, a chemist, to develop a new type of pen made up of a ball that turned in a socket. As the ball turned, it picked up ink from a cartridge and rolled to deposit it on paper, much like a newsprint roller transfers an inked image to paper.
Google Doodle Blog

The logo leads to a search for “Ladislao José Bíro” and includes the usual sharing icon. Google also shared the initial sketches of the doodle on the Google Doodle Blog:

Source: Searchengineacademy

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry

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29th
SEP

Forrester Study: How Marketing Analytics Can Boost the Bottom Line

Posted by peterzmijewski | Filed under Social Media Marketing

Google recently asked Forrester Consulting to survey 150 marketing, analytics and IT executives about the measurement challenges they face. The results showed that:

Only 26 percent believed that their marketing analytics tools are well-integrated and work seamlessly together.

On the other hand, marketers are 39 percent more likely to see improvement in their overall marketing performance when they deploy a complete marketing analytics stack of five or more tools. Clearly, the right tools are critical to success.

Source: Searchengineacademy

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry

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