Posted by John-Scott Dixon on Tuesday, December 22, 2009,
In :
Paid Search
If you do nothing else to improve your PPC Management (meaning increase conversions at a lower cost per conversion), you must always run two Ads per Ad Group. This gives you the ability to compare and replace the poor performing Ad, leading you down a path toward conversion-optimized advertising. That's what I talk about in this episode (under 3 minutes).
Posted by John-Scott Dixon on Wednesday, December 16, 2009,
In :
Paid Search
This is the introductory video for a new series on Pay Per Click Advertising. I discuss the cardinal rule of online advertising success and provide five (5) techniques for creating Ad variations. Keep in mind, this is just one of several methods to increase Web traffic.
Posted by John-Scott Dixon on Monday, August 10, 2009,
In :
Semantic Marketing
In Episode 4 (Part II), I described Semantic Marketing (originally created June 16, 2008). In this
Episode, I thought it might help if I gave you an example, albeit from
a Semanticator perspective. The example is for the Hospitality
industry. If you want to learn more, visit Semanticator or Seconds5.
Posted by John-Scott Dixon on Monday, August 10, 2009,
In :
Semantic Marketing
In Part II, I build upon the Semantic Web foundation created in
Part I (originally created June 13, 2008). Semantic Marketing is a subset of the applications that are
part of Web 3.0, and website owners can begin taking advantage of it
today. You can learn more about it at either Semanticator or Seconds5. You'll also hear me talk about PowerSet as a Semantic Search Engine. They were purchased by Microsoft and became a component of the new Microsoft search engine: Bing.
Posted by John-Scott Dixon on Monday, August 10, 2009,
In :
Semantic Marketing
This is the first of a two-part series introducing Semantic Marketing created June 13th, 2009.
Semantic marketing makes a determination about each visitor upon arrival and immediately displays relevant, meaningful content.
Posted by John-Scott Dixon on Thursday, March 19, 2009,
In :
Semantic Marketing
Behavioral Tracking vs. Semantic Marketing
This post originally published July 24, 2008.
Behavioral Tracking is the all rage, but it is also
being met with rage from privacy advocates and the FTC! Semantic
Marketing also effectively isolates different audiences, but without
tracking cookies. BTW, I forgot to change the Introduction to Episode 7 - so, it says Episode 6 - sorry!
In Episode 4 (Part II), I described Semantic
Marketing. In this Episode, I thought it might help if I gave you an
example, albeit from a Semanticator perspective. The example is for
the Hospitality industry, where I focus on a 'Meeting Planner' persona. These people are licensed professionals that plan corporate meetings and events, and they're responsible for the majority of revenue for any Hotel or Resort that can accommodate large...
Posted by John-Scott Dixon on Thursday, March 19, 2009,
In :
Semantic Marketing
Semantic Marketing Introduction (Part II)
In Part II, I build upon the high-level Semantic Web foundation
created in Part I. Semantic Marketing is a subset of the applications
that are part of Web 3.0, and website owners can begin taking advantage
of it today. This is where we recognize the semantic marketing raw materials currently available on the Web, that can enable the promise to make websites more interesting, relevant, meaningful from the very moment a visitor begins a session.
Posted by John-Scott Dixon on Thursday, March 19, 2009,
In :
Semantic Marketing
Semantic Marketing Introduction (Part I)
This is the first of a two-part series introducing Semantic Marketing.
At the end of the day, the promise of the Semantic Web or Web 3.0 is to make it easier for people to find what they're looking for or see more of what they're interested in when they arrive at a website. A lot of work from high-powered Web architects is being placed on delivering that promise across the Web. While we are waiting for that work to be done (could be 3 years, 7 years or ...
Posted by John-Scott Dixon on Thursday, March 19, 2009,
In :
Semantic Marketing
This post was originally published May 23, 2008.
My long time friend and business associate, Phil Motta, CEO of the Motta Company- a top tier advertising agency out of LA, sent me an interesting article out of the Washington Post, "FTC Wants to Know What Big Brother Knows About You". The article focuses on FTC concerns with Behavioral Targeting Ad Tracking Networks (e.g. aCerno, Advertising.com, AlmondNet, Atlas, Blue Lithium, DoubleClick, Media6degrees, 24/7 Real Media, Yahoo! Ad Network, R... Continue reading ...
What's the promise of the Semantic Web (a.k.a. Web 3.0)? It is to
make it easier for
people to find things that have meaning to them - information, media,
websites, etc. When they arrive at a website - they'll see more of
what's
interesting to them and less of what isn't! The reason I use the word
"promise" is if we look only to the scientific community, there are
debates as to whether the Semantic Web will happen at all - classifying
and making
new relationships out of c...
Posted by John-Scott Dixon on Thursday, March 19, 2009,
In :
Semantic Marketing
One of the first questions we get asked when talking to clients about Semantic Marketing - in particular our technology, Semanticator™ - is how much work is required to maintain content for each market segment?
There are a couple of ways to look at this question. If we step back and observe the way the Web has mostly been viewed - as another piece of marketing collateral - it makes sense to ask this question. In our experience, most companies aren't getting what they could out of their we...
Posted by John-Scott Dixon on Thursday, March 19, 2009,
In :
Semantic Marketing
As I grow in my understanding of the Semantic Web, it occurs to me that there are two camps aiming at the same goal - an improved, highly-relevant Web experience for us all. One camp, Developers, consists of those who are really going to make it happen - architects. They are participating in the development of standards for Web 3.0. They are determining how Web components (pages, content within pages, images, etc.) will be classified so that content can be quickly assimilated with meaning. Th...
Posted by John-Scott Dixon on Thursday, March 19, 2009,
In :
Semantic Marketing
There's a lot of discussion brewing on the Semantic Web. For example, you might check out the Google Group or a Digg search when you get a chance. When you get there, you will find much techno-speak. Here's an example:
Posted by John-Scott Dixon on Thursday, March 19, 2009,
In :
Semantic Marketing
For the last year, we at ThoughtLava have been working on a patented business process, Semanticator™, within the Semantic Web category. Up until we received patent pending in early November 2007, we had been in stealth mode about our innovation. In the past couple of months, we've begun speaking more openly about what it is we do to grow sales leads via the Web. This will be an ongoing topic for this blog, especially as we increase our experience with client implementations of the technolog...
Posted by John-Scott Dixon on Thursday, March 19, 2009,
In :
Semantic Marketing
I have been catching up on my reading and ran across a chart in Advertising Age, December 31, 2007, entitled "Digital-Marketing Spending" (source: Forrester Research's "U.S. Online Marketing Forecast: 2007 To 2012", October 10, 2007).
The reason this chart is interesting to me is that it shows a sharp increase in the ratio of Search Engine Optimization (SEO) spending in relation to Paid Search spending by 2011. The fate of SEO has been a hot topic within our company as of late. As we cont...
Web 1.0 was about locating information. Web 2.0 is about websites as applications. The emergence of applications like Writely that became Google Docs, Google Spreadsheets, Google Presentations, PrezentIt, Splashup, BackPackIT, TaDaLists, Gmail, Google Calendar, Gliffy, Mind42, etc. Here is a wonderful list of Web 2.0 applications.
Some pundits, like Nova Spivac, believe that the Web 2.0 era corresponds with the first decade of th...
Posted by John-Scott Dixon on Thursday, March 19, 2009,
In :
Semantic Marketing
I am amazed at how many organizations treat their website as nothing more than a means to establish legitimacy. It is put in the same category as traditional business collateral: business cards, brochures, sales presentations, etc. Lot's of attention is given before it receives final approval. However once completed, it is published, the authors check the box and they continue with business as usual. In many cases, the website is mistaken for an extension of advertising. It is important to n...
I have over 16 years of experience managing and leading the Ecommerce efforts of medium and large companies. I have held sales, sales management, marketing, operations, IS/IT, legal and executive management positions in start-up to multi-billion dollar organizations. I have also served as an adjunct professor of Ecommerce for the MBA program of the University of Missouri (where I received an MBA concentrated in Direct Marketing in 1989). I led the Ecommerce initiative for Sprint PCS (PCS) and Sprint (FON) as Vice President of Ecommerce. I led the integrated marketing efforts for Insight (NSIT) as Senior Vice President of Marketing and Ecommerce. Today, I am the President of Aidan Taylor - a Web marketing company.
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I have over 16 years of experience managing and leading the Ecommerce efforts of medium and large companies. I have held sales, sales management, marketing, operations, IS/IT, legal and executive management positions in start-up to multi-billion dollar organizations. I have also served as an adjunct professor of Ecommerce for the MBA program of the University of Missouri (where I received an MBA concentrated in Direct Marketing in 1989). I led the Ecommerce initiative for Sprint PCS (PCS) and Sprint (FON) as Vice President of Ecommerce. I led the integrated marketing efforts for Insight (NSIT) as Senior Vice President of Marketing and Ecommerce. Today, I am the President of Aidan Taylor - a Web marketing company.
