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4 Google Changes That Could Impact Your Holiday ROI

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If you ask retail marketers what has changed the landscape most as it relates to the upcoming holiday season, you might expect their answers to revolve around mobile shopping, omni-channel, content marketing, or social.

More often than not, however, retailers will say that the biggest changes impact their efforts and performance this holiday season compared to previous years will come from their old friend Google. And not even the "sexier" parts of Google like Google+, Android, and Chrome.

Google's core search business has been undergoing some major changes right under our very noses, and these changes will have a profound impact on a retailer's ability to drive sales this holiday.

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Tactics to Measure and Improve Your Facebook Results

Tactics to Measure and Improve Your Facebook Results

There is no question that social media marketing has been hailed as an inexpensive method to engage your audience; however, as a marketer do you know the amount of revenue that you have actually generated from Facebook, or how much has been invested into the efforts?

Check out the following tactics that you can use in order to measure, justify and improve the Facebook marketing efforts you have used.

It is undisputed that Facebook is the top social media platform that is used by marketers. In fact, according to the Social Marketing Benchmark Report of 2011, up to 84 percent of marketers use the Facebook platform in one way or another. With this much emphasis put on Facebook, marketers should be sure that the network is actually worth their investments and that their efforts are working to steadily improve their results. The only way that this can be done is by measuring the results and then analyzing the data.

Tactic: Start with your concrete metrics and goals.

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Don't miss the most important and popular online conference of the year: the Social Media Success Summit – and save 55% as our group discount

Dont miss the most important and popular online conference of the year the Social Media Success Summit and save 55 as our group discount

Now in its fifth consecutive year, the online mega conference Social Media Success Summit is almost here, and over 1,400 of your peers have already once again registered. If you've never attended this premier event, you are missing out on the most productive and entertaining event of the year! Check it out here: http://ow.ly/nsyo3

And if you act by this Friday, you'll save $330 (55%-off) if you're among the next 500 registrants. This is not a sales pitch – there are just a limited number of seats available due to the webcasting technical restrictions because it is a live event. It's designed for the busy marketer who can't afford to stop working yet needs to keep up with the changing world of social media marketing.

Over two weeks, you will have access to 45 world-renowned Social Media Experts who will show you how to to gain more exposure, increase traffic, cultivate loyal fans and grow your business. And because each session is recorded, you will have access whether you can attend the live session in person or not, and you will have access to the entire archive. Here is a quick overview of the agenda: http://ow.ly/nsyo3

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Has LinkedIn Replaced Cold Calling?

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It's 9 am. You've just finished your second cup of coffee, responded to pressing emails, and browsed through Sportscenter for the run down of the day's top stories. Now it's time to break out the prospect list that you built from Lexis Nexus and begin dialing for dollars, right? Well, only if you're stuck in 1996.

Forbes recently shared an article about how LinkedIn has radically changed the way cold calling is done today. In fact, the article suggests that if you have a well-implemented LinkedIn strategy, there may be no need to cold call at all! LinkedIn offers business executives a wealth of information for better lead generation. For example, you can find out where your point of contact went to school, organizations that he has a vested interest in, honors that he has received, connections that you have in common, etc. And all of this can be learned before the two of you even have a conversation!

The intention of LinkedIn is to warm up the sales process, therefore replacing the "dialing for dollars" cold calling mentality and focusing more on building rapport. All of us would prefer a warm referral over speaking with someone that you have absolutely no connection with as we know this is a more effective way to close business.

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TruEffect Stops Honoring Do-Not-Track Signals

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Two years ago, ad-serving company TruEffect became one of the first Web companies to say it wouldn't serve targeted ads, or collect campaign measurement data, from people who sent do-not-track requests through their browsers. But on Tuesday, the company announced that it will no longer honor do-not-track settings.

Chief Marketing Officer Tim Mayer says the company changed course after noticing that the proportion of users sending do-not-track signals reached 20% this June, up from 14% in May. He attributes the increase to Microsoft's decision to activate do-not-track by default in the Internet Explorer 10 browser.

"We were seeing a lot more IE 10 browsers, and that was impacting our customers' measurement," Mayer says. He adds that TruEffect was placing itself at a competitive disadvantage by honoring do-not-track signals, given that most of the industry ignores them.

All of the major browser companies now offer do-not-track headers, which tell publishers and ad networks that users don't want to be tracked. But the header doesn't actually prevent tracking. Instead, ad networks and publishers decide on their own whether to honor the signals.

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