News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Snyder and Hilal / Think with Google / March 2015
The business-to-business marketplace is changing. While this may not come as a surprise, the way things are evolving might serve as a wake-up call for some brands. That’s because over the past two years, there have been some rather interesting shifts, not just in how B2B buying decisions are happening, but also in who’s responsible for them.This was certainly something the folks at Caterpillar recognized when they launched four new videos for their “Built For It” brand campaign last year. According to Caterpillar Global Marketing Services Manager Renee Richardson,Read More
Darren Slaughter / REMODELING / July 1, 2013
The recent events regarding Google’s Panda and Penguin updates should give anyone who uses the Web to generate business a case of heartburn. If you don’t know what I’m talking about, you can, well, Google search “Penguin” or “Panda” and how these algorithm updates relate to your website.
It turns out, that for those of you experiencing great organic traffic with Google Places or the new blended search results, trouble is only an algorithmic enhancement away.
You see, it won’t be long before the search engine optimization guys figure out a way to manipulate theRead More
Tim Peterson / AdWeek / April 26, 2013
Plots channels’ impacts on purchase paths by industry
With marketers all but required to play in multiple digital channels these days, ranging from online display to search to email, they are increasingly likely to have a hard time figuring out which channels to invest in at what point in a consumer’s path to conversion.
But since Google plays in most of those channels, and has a window into conversions (via e-commerce sites that use Google Analytics), it is now opening the shades for marketers to get a peek.
Today Google Analytics unveiled a benchmarking tool called The CustomerRead More
The Full Value of Mobile: New calculator and resources to estimate mobile’s value for your business in the new, multi-screen world
Johanna Werther, Head of Mobile Ads Marketing / Google / March 26, 2013
We live in a world of constant connectivity, where mobility is bridging the digital and physical worlds. With smartphones in hand, people are taking a variety of online and offline actions, like calling a business, downloading an app, looking for directions to a store, or starting research that leads to a purchase on another device. We’re working hard to account for these new paths to purchase in AdWords, like the recent addition of calls as conversions to AdWords reporting. Still, with more work to be done to improve measurement tools, most marketers still account only for sales happeningRead More
Mary E. Morrison / BtoB / March 4, 2013
Less than a year after Amazon.com debuted a dedicated e-commerce site aimed at businesses, in January Google Inc. quietly entered the b2b shopping space with the launch of Google Shopping for Suppliers.
Though the site is still in beta, and currently provides results only for the electrical and electronics industries, its debut is garnering attention based on Google’s dominance in the search world and its transformation into a broader IT company.
“Anytime Google, Amazon—any of the big players—jumps into any space, everybody else should be very circumspect,” said Andy Hoar,Read More