Author name: Michael Shearer

B2B Dynamic Website Personalization One area of conversion optimization we really believe in here at Shemash is dynamic website personalization. We’ve been using it for a long time, first in a more rudimentary way with dynamic keyword insertion based on paid search traffic, but now layering that tactic (what we call message mapping) with several …

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Getting to Know Your B2B Fractional VP or Director of Marketing It’s becoming more common for start-ups and small businesses to hire contract marketing help.  One of those roles being sought is a fractional marketing leader. It might be a VP or Director role and there is some difference: a VP would be more strategically …

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Dynamic Search Ad (DSA) Strategy I love DSA (Dynamic Search Ads). I’ll explain how I use them and the value I they drive but first, what are they (for people who don’t know)?  Basically you load up a bunch of “Dynamic ad targets” e.g. content categories, exact urls, url rules (contains “keyword of some type”) …

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How can a marketing technologist help your business? Marketing technologists are experts in both marketing and technology, making them valuable assets to any business. They can help businesses in a variety of ways, including: 10 example marketing technologies they can help support management of: Overall, marketing technologists can help businesses optimize their marketing efforts and …

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8 requirements of a Digital Marketing Engineer (DME) for start-ups and SMBs I’ve been a digital marketing “engineer” for a long time. I use the word engineer loosely because there are many levels to what one can do.  For example, I understand some of the ins and outs of Google Tag Manager with relation to …

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