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Internet Marketing + Digital Business Strategy

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Why Use the URL Builder?

Wednesday, July 29, 2015 | Posted by to Online Marketing Tips, Tools & Technology for Non-Techies, Underwire Newsletter

Google's URL Builder helps you add attribution parameters to URLs used in campaigns. You can generate campaign links using the URL Builder form at the bottom of this Google support page and then in Google Analytics > Acquisitions > Campaigns you will see visits to that page that are specifically from your marketing efforts related to the campaign.  Photo: US National Archives Here's How It Works Instead of using this link...

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Why Is My WiFi So Slow?

Monday, July 27, 2015 | Posted by to Tech Support for Non-Techies

Frustrated by slow WiFi? It may be AirDrop on your Mac. There's an app you can download as a partial fix, or if you're on a Mac older than mid-2012, you can disable AirDrop. Quick fix details below and longer, background info after that.  Here's my before and after speedtest.  Try it yourself.  Option 1: Download WiFriedX Mario Ciabarra is co-founder and CEO of Quantum Metric, and the creator of...

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The Best Way to Run a Contest

Friday, July 24, 2015 | Posted by to Internet Marketing Strategy, Online Marketing Tips, Social Media Marketing

The purpose of running a contest is to reward existing fans for loyalty and to generate interest (and follows) from new fans. Here are some tips on how publishers can involve fans, get entries and generate buzz.  1. Let your existing fans pick the prize Involving fans in the decision-making process creates a sense of buy-in, contribution and commitment to the contest. They've had a say in it and are more likely to share...

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News in the World of Online Marketing

Monday, July 13, 2015 | Posted by to Internet Marketing Strategy, Underwire Newsletter

It's been a busy Spring and Summer in the world of online marketing. Here is what's new with tools like Facebook, Twitter and Instagram. CC-License: CC BY Photo: Markus Spiske / raumrot.com   Google's Mobile-Friendly Update The upcoming Panda update is a hot topic for SEOs but many publishers are still assessing whether the April 2015 mobile-friendly update is affecting their visibility in search results. https://moz.com/google-algorithm-change The answer is...

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Publishing in Ireland

Tuesday, June 16, 2015 | Posted by to Underwire Newsletter

The publishing industry in Ireland is like Canada's in many ways. There are multinationals, small presses, a dominant market just beyond the border, and Amazon. Like Vancouver, Dublin is a hotbed for technology companies. Google, Amazon, Kobo and Hubspot all have offices here. But unlike Vancouver, there are still independent booksellers throughout the city. My Irish contacts feel that they are 5 years behind North America in terms of cultural shifts and technology but, from...

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Slack Open European Headquarters in Dublin

Thursday, May 14, 2015 | Posted by to Work, News

Wow it's dusty in here. The last post was in February. Part of the reason for that is my family is temporarily in Dublin, Ireland. My business partner and smooching partner James Sherrett is opening the European office for Slack. Never heard of Slack? It's a messaging app for internal team communication. That means no more email, just this handy desktop and mobile app that organizes your messages and files in one place...

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Data Zero to Data Hero: Press-Level Marketing for Book Publishers

Friday, February 27, 2015 | Posted by to Internet Marketing Strategy, Underwire Newsletter

At the recent ACP mid-winter conference in Toronto, I presented to book publishers on the marketing steps they can take to improve their online presence. The slides offer insights on benchmark data for Canadian book publishers. Slide Notes Book publishers have been doing a lot of things right for a long time. In particular building an audience for their authors and promoting themselves to the trade and to consumers. The challenge is that the expectation...

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Using Analytics to Create the Perfect Content Marketing Strategy in 2015

Tuesday, January 6, 2015 | Posted by to Internet Marketing Strategy, Web Content

Content marketing is still on the rise, everything from blogs to sharing on social media and more. As with any strategy, perfecting the avenues for success is vital when reaching out to our online audience. According to Forbes magazine, these are the ten ways in which content will continue to evolve in 2015: Visual materials will continue to dominate. Personalization will increase in importance. Mobile-friendly accessibility is an absolute must. More concise narratives will replace white...

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Universal Analytics for Book Publishers: Knowing a Little Bit About Everything

Wednesday, December 10, 2014 | Posted by to Google Analytics

Universal Analytics (the upgrade to Google Analytics) in a Nutshell. With details on 5 reports for accessing keyword data, enhancing the onsite user experience, tracking conversions and remarketing.  Additional resources: Blog post: Upgrade from Google Analytics to Universal Analytics For Publishers Using External Developers: Example Letter for Requesting the Upgrade 1-Minute Marketing Video on how to get and implement the new code for Universal Analytics  

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Universal Analytics Upgrade Instructions

Tuesday, December 9, 2014 | Posted by to Google Analytics

Instructions for website developers, programmers or IT for upgrading from Google Analytics to Universal Analytics.  Dear <insert name>, We at <publisher name> would like to upgrade to Universal Analytics, which offers an improved way to track website visitors. The upgrade from classic Google Analytics to Universal Analytics requires some changes to the Analytics tracking code on our website, <insert URL>.  The new version of the Analytics tracking...

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We work on a mix of online marketing projects for publishers, educators, cultural and mid-size organizations.
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