Attention economy is an interesting concept from information management that helps us to understand some current trends in online business and advertising. The basic idea consists in considering human attention a scarce resource, due to the modern phenomenon of information overload. Getting and keeping the audience’s attention is an increasingly difficult challenge and most of the marketing efforts focus on …
Within the online marketing world, political marketing has become an interesting specialty. Politicians nowadays have and maintain communication channels to promote their campaigns and keep contact with the electorate. Initiatives as the electronic vote and the digital democracy (or e-democracy) promise to get the political and online spheres much closer in the future. Online marketing allows …
Online reputation is a brand’s prestige or perceived value on the Internet. We understand “brand” in its broad sense: it could be a product, service, company, organisation or individual. They all require online reputation management. Online reputation management has become an area of growing interest in marketing since the Internet became one of the preferred …
Eye tracking is a type of analysis that shows the most viewed areas on a page and the path sight made across the page. Of course, some of the most interesting and useful eye tracking studies are those that focus on Google search results. By studying them, we realise why it is so important to be in …
Remarketing or retargeting is an online marketing practice that involves targeting our ads to an audience that have already visited our website. This technique is especially important in e-commerce, since most visitors do not make a purchase in their first visit. There are some online marketing agencies that specialise on remarketing. Types of remarketing Probably the …
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Google Grants is a Google program that gives a monthly credit of $10,000 USD to NGOs and charities to advertise for free on Google AdWords. There are some conditions. The money can only be used for Google Search advertising, not Google Display, which means that it can be spent only on text ads on Google search results. …
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“Kidult”, sometimes referred as the kidult or adultescent generation, is a marketing neologism created to describe a new and growing market. There is an increasing number of products and services targeted to this segment. The kidult generation There have been given many and different explanations for the kidult phenomenon. Some link the kidult culture with …
When we talk about notorious social media crisis cases, we have to mention United Breaks Guitars. it is an episode from 2009 but its virality made it difficult to forget. All began when Canadian musician Dave Carroll made a trip from Chicago to Omaha by United Airlines in 2008. During a stop-off, he heard another passenger …
Knowing how to report impersonation on social media is crucial to protect the online reputation of people and brands. Luckily, the process is quick and straightforward on most of the social networks. Reporting an account only requires completing an online form. Reporting an account for impersonation is useful not only when a stranger is pretending to …
