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My Quotes in Instapaper: Thursday, Jan. 17

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Instapaper: Thursday, Jan. 17

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Search is a ?bottom of the funnel? channel, Facebook is ?top of the funnel.? When a consumer conducts a search on Google, he is very close to making a purchase decision. As such, social proof ? or lack thereof ? on search results pages is potentially way more important to advertisers than social proof on Facebook, simply because this social proof could very likely be the difference between an immediate sale or lost business to a competitor.
Instapaper: Thursday, Jan. 17 - Instapaper - Your Highlight Location 560-563 | Added on Wednesday, 30 January 13 11:10:50
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of messaging and creative elements to optimize the page. With the strongest version now implemented, Kapitall is able to realize the true power of its online real estate.  View the entire case study as a PDF here.
Instapaper: Thursday, Jan. 17 - Instapaper - Your Highlight Location 525-527 | Added on Saturday, 26 January 13 16:06:51
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Two other companies would be FunMobility, a company that has technologies to help firms use mobile for relationship / loyalty marketing. The other is EngageSciences, which enables companies to apply and amplify positive earned media as part of an integrated digital campaign. In both cases, great technology and wonderful people.
Instapaper: Thursday, Jan. 17 - Instapaper - Your Highlight Location 286-289 | Added on Saturday, 19 January 13 22:35:13
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The key thing about segmentation is you don?t market to a segment. You market to an individual, but you always need to understand the role of the individual within that segment. Is that segment growing? Is it shrinking? Are you taking the right solution to that segment? Are you successfully winning in that market segment? Those are the broader strategic questions.
Instapaper: Thursday, Jan. 17 - Instapaper - Your Highlight Location 281-283 | Added on Saturday, 19 January 13 22:34:15
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The third area is then to be able to measure your performance across various segments. Marketing needs to take an outcome-focused approach rather than report on the performance of specific activities that are really only a proxy for identifying the real value created from marketing investments. 
Instapaper: Thursday, Jan. 17 - Instapaper - Your Highlight Location 262-264 | Added on Saturday, 19 January 13 22:26:42
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this enables a marketer to identify and define an ideal prospect and, through that, identify the audience to be engaged.
Instapaper: Thursday, Jan. 17 - Instapaper - Your Highlight Location 261-262 | Added on Saturday, 19 January 13 22:23:17
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You then need to be able to segment that market based on customer needs and then create a segmentation framework that forms the foundation for all future analysis (i.e., needs-based segmentation).
Instapaper: Thursday, Jan. 17 - Instapaper - Your Highlight Location 259-260 | Added on Saturday, 19 January 13 22:23:04
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As you enter any part of your address or postcode, Capture+ suggests results as you type, eliminating the need for complicated and tedious forms.
Instapaper: Thursday, Jan. 17 - Instapaper - Your Highlight Location 194-196 | Added on Thursday, 17 January 13 10:55:48
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Entities are a huge part of how Google thinks, and talks about, its Knowledge Graph, if you?ve not come across this idea before you should read this article from Google.
Instapaper: Thursday, Jan. 17 - Instapaper - Your Highlight Location 129-130 | Added on Thursday, 17 January 13 10:33:13
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Search Graph works is the way it allows multi-dimensional searches. Danny Sullivan sums it up well:  
Instapaper: Thursday, Jan. 17 - Instapaper - Your Highlight Location 113-115 | Added on Thursday, 17 January 13 10:24:39
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the last couple of years I?ve thrown myself into understanding the Edgerank Algorithm,
Instapaper: Thursday, Jan. 17 - Instapaper - Your Highlight Location 91-92 | Added on Thursday, 17 January 13 10:18:20
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I have poured over all the write ups including this excellent write up of the story behind by Steven Levy, which I think even tops his great piece about the launch of Google Plus. 
Instapaper: Thursday, Jan. 17 - Instapaper - Your Highlight Location 88-91 | Added on Thursday, 17 January 13 10:18:11
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