Experts - Vertical Search

Covering all aspects of specific industries and specialty search tools (multimedia, B2B, travel, real estate, local, etc.), and expert advice on how to maximize search marketing opportunities when targeting vertical markets.

Gregg Stewart
Gregg
Stewart
Elisabeth Osmeloski
Elisabeth
Osmeloski
Michael Boland
Michael
Boland

Offline and Online Conversions Tracking: Increase Your ROI

The accountability of online marketing is only as good as the analytics an advertiser employs. Tracking conversions -- both online and offline -- can be tricky, but it is an important part of any online marketing program, especially for businesses with a local presence. Nov 14, 2008

Travel Brands Walking a Social Media Tight Rope

As if major airlines don't have enough trouble these days, two well-known brands are in the midst of a very public online reputation management crisis. Internal corporate communications must catch up to the new platform -- and fast. We're still seeing effects of internal PR groups attempting to control the conversations, and put forth very specific messaging. It simply doesn't work in this new social environment. Nov 7, 2008

The Future of Online Ads: Location, Location, Location

Location awareness -- the concept that a device knows exactly where it is -- is changing the way mobile search works. Search applications are being developed to tap into this capability and serve more locally relevant content. The next steps will be for national advertisers and ad networks to serve ads that are actually useful and actionable for local users. Oct 24, 2008

Making the Most of Your Local Search Marketing Dollars

Clients often ask where they should spend their marketing dollars: online or offline, search or display? The problem with these questions: they assume there's one or only a few sources for all local sales leads. The question isn't "either/or," it's about how much of each. Oct 17, 2008

The New Era of Travel Affiliate Marketing

As the travel segment gets increasing crowded, and the major online travel agencies continue to build brand identity, the race to leverage new opportunities in search and social media is most definitely on for smaller players. Oct 10, 2008

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