Marketing Product SparkToro Team

SparkToro’s Finally Here

Almost two years ago, Casey Henry and I joined forces on SparkToro in the hopes of solving a thorny, expensive, long-standing problem in the market research world: How to discover the publications & people that influence any group of people online. Though we’re launching at a very scary time in the world, we’re excited to finally share that product with…
Marketing Psychology Startups

Read The Room.

When folks ask me about how best to do marketing right now, my answer is consistently turning into the same three words: Read the room. Imagine you’ve walked into a religious space. This room is sacred to the people inside it. When you speak, whatever you say will be viewed through the context of where you are. That’s exactly what…
Marketing Psychology

Marketing Right Now Is #$%*ing Hard.

Over the last couple weeks, I’ve talked to dozens of startup founders, small business owners, and web marketers of all kinds. Folks are scared, and rightfully so. Staring into the face of an uncertain period of quarantining followed by what most estimate will be the worst economic downturn of the last 50 years, and maybe 100, is sobering. The most…

Extraordinary Times Call For Extraordinary Measures

There can no longer be doubt: the majority of people in advanced economies are living through the most life-altering event of the last forty years. Natural disasters, wars, economic turmoil, political shifts, technological disruption — all of these pale in comparison to COVID-19’s breadth, speed, and the raw quantity of prolonged, global change. That’s in no way meant to minimize…
Data Marketing

Marketers Say Most of Google’s Public Statements Are False or Misleading

In July and August of 2019, 1,589 web marketers completed an online questionnaire as part of SparkToro’s Google Ranking Factors Survey. The survey aggregated marketers’ perceptions of the ranking elements used by Google’s search engine. But… it also asked a set of questions around the level of trust in Google’s public statements. Those results are shared for the first time…
Data Marketing

Less than Half of Google Searches Now Result in a Click

We’ve passed a milestone in Google’s evolution from search engine to walled-garden. In June of 2019, for the first time, a majority of all browser-based searches on Google.com resulted in zero-clicks. Throughout this post, I’ll be using numbers from the clickstream data company, Jumpshot. They are, in my opinion, the best, most reliable source of information on what happens inside…
Data Marketing

How Much of Google’s Search Traffic is Left for Anyone But Themselves?

In December of 2018, Google’s CEO, Sundar Pichai, was asked a set of questions by the United States Congress. His responses left… a lot… to be desired. Source: Google 12/11/2018 Congressional Hearing Notes Thankfully, when I told friends from clickstream data provider Jumpshot about this, they were able to send me numbers that give far better answers to Congress and…
Marketing

An Unpopular List of Marketing Trends for 2019

This morning, after celebrating Geraldine’s James Beard Writing Award nomination, I foolishly Google’d “marketing trends 2019“. I’m working on some presentations, and was hoping to tie back… blah blah blah… doesn’t matter. What matters is that the results are awful. Nachos-with-fake-cheese awful. Freezer-burned-waffles awful. Gas-station-hot-dog awful. Just like you’d expect, there’s a bunch of lists from the usual suspects —…
Data Marketing

Google’s European Monopoly (& Shrinking Click-Through Opportunities)

In Europe, Google dominates the search landscape even more so than in the United States. In spite of the EU’s regulatory and hefty penalties on the search giant, and despite the anecdotally stronger desire I’ve heard from European consumers to have alternatives, Google runs Europe’s web landscape. Thanks to our friends at Jumpshot, whose clickstream panel covers billions of searches…