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Articles by Arianne Donoghue
Why You Don't Need to Be an Expert in Everything to Be an Effective Strategist
With the rise of automation and the impending impact that it will have on those of us who work in search, one of the things I’ve been focusing on is moving toward a broader, more strategic approach in our work for clients. I strongly believe the industry should follow suit. In my last piece for Search Engine Journal, I talked about how we’re going to need to shift our attitudes in paid and focus more on the human side of things, on some of the less “digital” elements.
Paid Media & Privacy: What's Changing & What It Means for Marketers
Privacy. This is a word that’s likely to elicit different reactions from consumers versus those of us who work in marketing. For marketers who live in Europe, the last eight years or so have been spent trying to wrap our heads around different pieces of privacy-focused legislation and how to best be compliant. Our cousins in America have watched this process with feelings ranging from relief, to bemusement, to mild envy.
Advanced PPC #1: How to target users at different stages of the decision making funnel
Hit, Hit, Sale – Funnel Marketing Strategies with Paid Media Channels By the end of this webinar, you will have insight into 15 different strategies that can be used across the various paid media channels to help encourage potential customers down the purchase funnel. From awareness right the way through to purchase, Samantha will give you the ideas and inspiration to help you build a paid media strategy for your business or your clients. Hosted by Joel Bondorowsky Warning: Advanced Stuff!
7 Ways to Compete Against OTAs
One of the biggest challenges for hotels and established brands in the travel sector in recent years has been the growth of online travel agents (OTAs) and metasearch aggregators. They’ve taken a huge slice of market share and positioned themselves at the forefront of customers’ minds. If you’re an accommodation provider, having more places that offer your product sounds like a good thing. But many companies now have to rely on OTAs to move their inventory, while taking a big slice of margin.
Why Search Is Like The Housing Market - State of Digital
For as long as I’ve been in paid search, there’s always been debate and much banter (argument?!) about whether my chosen discipline is better than it’s sibling, SEO. What I hope to do in this article is give you a way to explain the pros and cons of both channels to your clients while hopefully persuading you that both are important when it comes to deciding your marketing strategy. I’m going to do this, by way of an example.
Top Things You Didn't Know You Could Do In Bing Ads - State of Digital
Being British I love an underdog story. We do really love a “tryer”. It must be baked into our national psyche thanks to years of below-average performance at most sports. There’s also a suggestion that maybe Brits just hate successful people. It’ll then come as no surprise that as a result, I have a surprising affinity for Bing Ads over Google Adwords.
Taking Your Audiences to the Next Level - State of Digital
In my last article we went through how to start gathering the audience data you need to begin using audiences in your campaigns every day. This time we’ll cover off some next-level hacks, some expert tips and tricks to help you do even more. Let’s get stuck in! (If you’ve got no idea what I’m talking about, read the first of this duo). It can begin to get a little overwhelming when you start building out your audiences.
How to Predict the Digital Future - State of Digital
As we reach this time of year, moving from one year into the next, people inevitably do two things (and I’m not talking about making and then breaking resolutions!). The first thing they do is to look back at what’s passed to see what they can learn from it. The second, is to make predictions about what will happen next. We all do it, particularly in our digital industry, with varying degrees of success.
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