Models of Information Seeking: The Standard Model vs. The Tetris Model

The standard model of information seeking, developed through observation, is one that outlines the basic actions involved in finding information. Variations of the standard information seeking model has been developed through work by Salton and Ennis, Shneiderman, and Broder, among others. The most developed model from Marchionini and White describes the information seeking process as:

Recognizing a need for information
Accepting the challenge to take action to fulfill the need
Formulating the problem
Expressing the information need in a search system
Examination of the results
Reformulation of the problem and its expression, and
Use of the results

(Marchionini and White in [...]

Key PPC Best Practices (Part 2 of 4)

Last week, I started wrote a post on some of the key PPC best practices (Go to Part 1). This is the second installment of the 4 part series.
 
Plan to Measure; then Measure the Plan
As you move forward with your PPC campaign, ensure you are able to effectively measure your KPIs through your analytics tracking. With several of our clients, we are using keyword-level ROI to ensure we can accurately spend the budget where we are making the highest returns. This measurement includes being able to merge data from several sources in order to accurately measure the effect of each [...]

Key PPC Best Practices (Part 1 of 4)

Stop Thinking PPC, Start Thinking Consumer-Initiated Marketing
Over the past year, several new options (and the list keeps growing) have been made available for online advertisers to create more sophisticated online marketing campaigns. We’ve seen the implementation of display advertising through Pay Per Click (PPC) providers as well as a significant movement towards local and mobile advertising. This movement in the market represents a paradigm shift, from simply a PPC-focused strategy, to thinking about all the channels associated with consumer-initiated marketing conversations.
Several of these options include display advertisements, paid inclusion, local listings and Pay Per Action (PPA). With each of [...]