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David Cohen
Worked at SEER Interactive
Lives in Philadelphia, PA
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David Cohen

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I can't believe it's been over 3 months since my last post - but I promise it was worth the wait.

This post was a long time coming (been thinking about pulling it together for over a year), but needed to sit down and spend the time to gather all the data to paint an accurate picture.

Please take a look and if you found any of this interesting, leave a comment - especially if it relates to any of the data in the post.
Forrester Research projects U.S. consumers will spend $327 Billion online in 2016. With Google seeing over 3.5 Billion searches per day, which means every single query is worth ~$0.26. With SEO accounting for as much as 51% of the traffic being driven to B2B and B2C pages, SEO is far from dead - and continues to offer a long-term, sustainable ROI channel. Regardless of who you need to pitch SEO, your boss, your client, or even your business partn...
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David Cohen

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"I want to know my customers and community better." I've heard that statement from CMOs and digital marketing strategists often the past few years.

In this post, I share a different approach to knowing more about your customer, but in a way that helps you develop care for them as they journey down their path to purchase.

Many thanks to +Nick Eubanks for letting me share these thoughts and ideas. 
This strategic keyword optimization post is for marketers who are measured for success by achieving revenue and growth goals on digital channels.
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David Cohen

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People often ask me what the future of Google search is. As in, how's Google going to evolve their search product in the way they display results. Here's what the future looks like:
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So how do we fit into Google's world and still get traffic?
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In the spiriting of outing bad marketing, here's a post where I outed myself. 
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David Cohen

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This explanation of the origin of the Santa Claus story makes more sense than any other I've ever heard. 
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Story was good, but I like the seasonal content recycling tag line best:

"Editor's Note: This is a repurposing of a story published on Dec. 20, 2012, which can be found here."
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Google+ Just Trumped Facebook and Twitter with +Post Ads

The dilemma (and some would say inevitable crisis) in Facebook’s business model has always been how you monetize social interaction. No problem pre-IPO when the growth of the network was bankrolled by investors with deep pockets; all Zuckerberg had to concentrate on was ‘making something cool’ where people could hang out and build relationships.

But, in my view, how you generate revenue from this interaction without undermining the ‘values’ that sucked users in, was always a pretty big elephant in the corner of the room. It’s like going to a business networking event and butting into people’s conversations to dish out your sales leaflets.

People are resistant to advertising in social media, full stop. It’s not what they are there for. Google+ has possibly found a way out of the dilemma with the piloting of +Post Ads. If you missed the news which was broken here https://plus.google.com/+EranArkin/posts/AL3u1z3A82o on Monday you can read some further commentary over at SearchEngineLand: http://goo.gl/9r4tf4 or Mashable: http://goo.gl/p9U3ZZ.  The concept is straightforward and ingenious; brands will be able to pay to place Google+ posts and conversations throughout the vast Google Display Network. Instead of seeing the usual banner advertisements or text ads, users browsing relevant websites will see the Google+ post and the associated interactions.

How significant is this?

Just think of the potential wins for a brand: a Google+ page free of adverts while being able to capitalise on the vast reach of Google's Ad Network. Add to this the tacit endorsement of people publicly joining the conversation.

The trial performed with +Toyota USA  gives us a glimpse of the potential.  Using Hangout technology they created an interactive environment that allowed consumers and their networks to design their own vehicle. The reach went way beyond Toyota’s own Google+ following, while keeping its social media channels free of promoted posts and adverts.

This is possibly the most fundamental shift we have seen in social media marketing.

Where does this leave Facebook and Twitter?

Now compare this with what’s happening on the other major social media channels (https://plus.google.com/107499215004519214139/posts/UBfgsJoufcC via +Mike Allton ). There are increasing rumblings of discontent from brands using Facebook that seem to be experiencing decreasing numbers of followers who are automatically shown their updates. The only way to get anything like the reach they used to is to pay for promoted posts. And there’s a fear that promoted posts will turn off followers. There’s potentially a deadly spiral of decline emerging that is causing brands some serious concerns.

A smart approach

This is why Google’s approach is so smart. A ‘clean’ social media channel while taking their social marketing to a massive audience. It helps that the Toyota example is so well executed; it’s a strong piece of social marketing in its own right. It does also allow Google to advertise Google+ across its own network of AdSense sites, while earning money in the process.  There isn’t many business models that work quite as well as this!

If +Post Ads take off in the way I think they will, that will be the challenge: strong content that creates positive and enthusiastic interaction. It has to be much more than pushing routine social media updates out through the Google Display network. But I see exciting times ahead for the brands that get it right.

Further GPlus Reading

+martin shervington ‘s “Getting your Google+ Brand Page ready for +Post Ads! “https://plus.google.com/114918475211209783081/posts/6d2TcBiRXS1

+Eli Fennell s “+Post Ads: Social Advertising Done Right” https://plus.google.com/+EliFennell/posts/ezHKYQwbzg5

+Sean Murray ’s “Google Discovers Clever Way to Advertise Google+”  https://plus.google.com/109189137968513076451/posts/KH3uEgFYrTz

#googleplustips #gplustips   #pluspostads  #postads
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David Cohen

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...Unless you read this because it'll make you think. 
…you can finish their sentences. I’m not being cute. I have a point. When writing calls to action, writers tend to use commands: “Submit” “Watch our video” “Sign up for our newsletter” Or we let being clever massacre being clear: Those CTAs fail because nobody wants those things. Joanna from CopyHackers explains this nicely: Your call […]
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Vic Gundotra, Google+ builder and visionary, is leaving Google:

http://recode.net/2014/04/24/exclusive-google-head-vic-gundotra-leaving-company/
The high-profile and powerful exec at the search giant will leave immediately, but has no plans to land elsewhere as yet.
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Got an SEO safe word for Google? 39 other marketers and I share search our marketing fears, which are really just opportunities. And there are strong insights here from names you may not be familiar, well worth the read. 
We asked 40 search marketers their #1 greatest fear that keeps them awake at night. Here's what they had to say.
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Spam email your Google+ posts without asking, get blocked without notice. 
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Grateful for a warm day in December. 
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Humanity, dignity, giving, and empathy- lessons I've learned from my mom that have universal business application.
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Have him in circles
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  • SEER Interactive
    Digital Marketing Strategist // Team Leader, 2012 - 2014
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David M. Cohen
Emmanuelle is the spot to go when you want a handcrafted cocktail and a good conversation with a friend or significant other. It's also a great place to meet new friends. Everything they do at Emmanuelle is topnotch because they care.
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