Channel | Digital

Driving for the Green With SEM

|  by Chief Marketer Staff

When Brandon Whildin joined DeKalb, IL-based Diamond Tour Golf as director of marketing about three years ago, the company had almost no Web presence. Diamond had been importing and selling golf club components — heads, shafts and grips — for about seven years by that time. Business was conducted mostly over the phone and dealt…

SEM From A to Z

|  by Chief Marketer Staff

Nowhere in all of marketing is there a more misunderstood word than "optimization" (as in search engine optimization). The term originated from the practice of modifying HTML on Web pages to increase "crawlability." But it largely was replaced by "search egnine marketing" as search became more of a marketing and advertising function than a responsibility…

Patrolling the Clicks

|  by Chief Marketer Staff

The measurement and eradication of click fraud—bogus clicks on pay-per-click ads from anything other than honest potential customers—shot to the top of the hot-topic agenda in se4rach engine marketing when Google chief financial officer George Reyes told an analyst conference in December that such fraud was a threat to his company’s business model.

Golf Wholesaler Drives for Green with SEM

|  by Chief Marketer Staff

How does a business-to-business enterprise retool to increase its appeal to consumers? When Brandon Whildin joined DeKalb, IL-based Diamond Tour Golf as director of marketing about three years ago, the company had almost no Web presence. Diamond had been importing and selling golf club components

This Search Gets Around

|  by Chief Marketer Staff

You can search from your desktop PC for nothing more than the cost of Internet access, but if you want to use your mobile phone to search-- for a restaurant, a movie theater, a florist or a taxi

Landing Pages 101

|  by Chief Marketer Staff

Analysts say that everyone’s contact list decays by about 30% a year, due to the obstacles that separate people. From big events like divorce, death, relocation and job changes down to things as trivial as new cell phone numbers or altered e-mail addresses, life is constantly throwing up roadblocks to keep people from making contact…

The Right Tools for the Job

|  by Chief Marketer Staff

If anyone knows remodeling, it’s a construction equipment site. So it’s not surprising that when NorthernTool.com decided to make substantial alterations in their Web presence, they knew enough to reach for the proper tools: automated data feeds and on-site search optimization.

The Wisdom of Socrates’ Words

|  by Chief Marketer Staff

If you’ve been lucky enough to avoid lawyers in your life, you may have had many occasions to use what Socrates Media LLC has to sell: do-it-yourself forms and kits for everyday legal transactions from leases to divorces. And thanks to an intensive paid-search marketing campaign, the Chicago company is doing its level best to…

Bringing Street Smarts to Search

|  by Chief Marketer Staff

Ellen Siminoff, a member of the execuive team that founded Yahoo!, is bringing Wall Street tactics to paid search. The company of which she is now president and CEO, Efficient Frontier, takes its name from the investment concept that underlies the art and science of investment portfolio management—the notion that in any mapping of investment…

Should I SEM or Should I SEO?

|  by Chief Marketer Staff

How do paid search marketing and search engine optimization interlock? When should marketers opt to pay for placement on a search page, and when should they spend their resources on making their existing Web sites more readable to search engine