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Top Strategies, Salaries and Tools Revealed: Industry Survey Results 2014 |
Top Strategies, Salaries and Tools Revealed: Industry Survey Results 2014 Posted: 27 Jan 2014 03:12 PM PST Posted by Cyrus-Shepard Late last year we set out to discover the top tools, tactics, and trends of the online marketing world. With the help of our partners, over 3700 participated in this year's Industry Survey. Today, Moz is proud to present the results. Read the Industry Survey 2014 Results Shifting demographics and salariesThis year's data was analyzed by Dr. Pete Meyers, Moz's Resident Marketing Scientist. One area we've tracked for several years is the demographic makeup of professionals working in the online marketing industry. Among the shifts the survey has revealed is a rise in the number of women working in the field. This year's respondents were 28.3% female, up from 20.7% in 2010, although theses numbers indicate we still have a long way to go. The survey also examines salaries, as indicated by the graphic below showing the median salary by role of respondents around the world. The full data set (see below) contains even more granular information. Median Salary by Role
Tools and strategies in 2014In the age of (not provided), Google's Hummingbird update and changing practices in the world of link building and content marketing, the survey tracts both shifting tactics and tools inbound marketers most use to perform their jobs. This year, we particularly wanted to know how marketers dealt with (not provided) keywords, as we've seen it's prevalence expand to over 75% worldwide. How do marketers deal with (not provided)?
This represents only a small sampling of the data analyzed by Dr. Pete. Check out the complete results for more insight. Bonus: Build your own content with the full data downloadMoz is making all the data collected public under a Creative Commons license. This means you are free to use it for research, creating visual assets, or even producing your own content from the raw data, as long as you follow the requirements of the Creative Commons license. We only published a portion of the data for this year's Industry Survey results, so the possibilities of what you can do with the remaining full data set are endless. Get the full data download here.
Thanks to our partners and contributorsWe firmly believe in collecting this data for the benefit of the entire industry, and this effort wouldn't be possible without the help of our partners. A few of the companies that deserve special recognition:
Also a big thanks to Moz team members Dr. Pete, Derric Wise and Devin Ellis who produced the content, and finally Jackie Immel who worked tirelessly for months to bring the whole project together. Read the Industry Survey 2014 Results Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! |
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Highlights from the Biddable World Conference |
Highlights from the Biddable World Conference Posted: 28 Jan 2014 02:47 AM PST So, Tuesday 21st January was the first Biddable World conference and it was just as successful as anticipated! In this blog post, we (Holly and Tamsin) are going to give you our highlights and the tips that we will certainly be taking advantage of in 2014. We will also give you our Key Takeaway Message (KTM) from every talk! Like Jon Myers said – "it's all about the 3 letter acronyms, PPC, DSP… KTM" Here are the highlights from the morning’s talks – come back tomorrow for the afternoon’s! 1. Jon Myers – Navigating the Biddable LandscapeJon Myers took to the stage first and provided us with an excellent introduction to some present and future paid search trends:
KTM: The biddable world of media is growing, and at a very fast rate, which means more opportunities for us. Therefore, we need to identify these opportunities and exploit them sooner rather than later! 2. Heather Robinson – Tentative Steps into Twitter AdvertisingHeather Robinson dove deep into the Twitter advertising platform:
Some key tactics:
KTM: Track your conversion in GA. Using the tweet activity report, identify the key performing tweets and implement them into a promoted campaign. Then, continue to run new techniques, report, improve and repeat. And remember, if you are reporting an engagement rate of less than 1% something is wrong! Address this and make changes to optimise! 3. Ben Harper – How & Why To Become a Facebook Power Editor Power UserBen Harper highlighted his thoughts on Power Editor – Facebook's Bulk Editing tool – and told us how there are no excuses not to optimise properly using this platform….
KTM: Use the Power Editor! Visit https://www.facebook.com/ads/manage/powereditor in Chrome 4. Nick Christian – Black Hat PPCNick Christian, a self-confessed PPC black hat had a really great point to make, and that was that PPC is different to other marketing channels because we aren't trying to manipulate people who have no interest in our product/service – the people we target in PPC are already showing an interest and are qualified to see our ads. This allows us to be super proactive and reactive!
KTM: Negative keywords shouldn't be neglected but adding new terms should be the focus. A risk-seeking strategy will be the one that gets you those exceptional results. 5. Richard Fergie – Is eBay Wrong About Paid Search?Last March eBay released a report on their own test on their PPC's worth. Richard Fergie has been trying to recreate a similar test.
KTM: It's important to control risk, but it's also important to be correct when valuing PPC. This is also a way of seeing how good your attribution model is. 6. Tara West – Inside AdWords Quality Score: Different Types of Quality Score & How To Optimise For ThemTara gave us a deep valuation of the factors involved in quality score and I think an important point to keep in mind when thinking about your quality score is the fundamental difference between CTR and relevance. CTR is an indication of people voting with their mouse, whereas relevance is an indication of what Google considers relevant. Tara evaluated what quality score is and how it is optimised at different levels of the account:
KTM: Quality score builds its reputation from the first day a campaign runs live, so get your account structured well from the start. Be clever and set brand exact match keywords live first and let them build your quality score up for you, i.e. start by putting all of your eggs in the basket that you know is going perform really well. These terms can then support additional terms that may not immediately generate a high quality score. 7. Sarah Conway – Biddable Media & Online Shopping – Are You Being Left on the Shelf?Sarah illustrated the growing market share that PLAs are taking up in Google's paid search. She also touched upon Bing products ads and the potential that they are showing. She further provided us with some tips on understanding your shopper's habits and how to optimise PLA campaigns:
KTM: PLA's share on Google search is increasing and pushing organic search further down the results page. So, take advantage of this movement and begin or optimise your PLA strategies now. The post Highlights from the Biddable World Conference appeared first on White Noise. |
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When was the last time you surprised or delighted a customer, colleague or boss?
If you did, would it help?
Apple developed a tradition of secrecy largely because Steve saw the extraordinary value in surprising the audience. It creates a rare wave of excitement--remarkable is a byproduct of surprise. Today, they continue to work at the secrecy, as if that's the only element necessary to create surprise.
But of course, it's not.
Surprise comes from defying expectations. Sometimes, we have the negative surprises that come from missing those expectations, but in fact, those negative surprises are part of the process of exceeding them... if you're not prepared to live with a disappointment, you can't be in the business of seeking delight.
Effort matters, sure, but mostly surprise comes from caring enough about your audience that you're willing to fail in your effort to redefine what they expect from you. The vulnerability and intimacy that come from that leap are at the heart of what people talk about.
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