Adam Dorfman says, “A year ago, I wrote in Search Engine Land about how Google is making entities smarter. Since that time, entities have become more important to Google — which means they are more important to businesses that want to be found on Google. It’s time for brands to get better acquainted with entities and why they matter. What are entities, and how have they shaped Google search? An entity, as defined by Google in a recent patent, is: [a] thing or concept that is singular, unique, well-defined and distinguishable. For example, an entity may be a person, place, item, idea,... [...]

Aaron Strout says, “Six years ago, when Wiley asked me to write a Dummies book on location-based marketing, I was equal parts thrilled and terrified. For one thing, I have several friends who are authors, and I know how much hard work goes into writing a book. For another, we were in the early days of location-based applications, and while new players were popping up every day, there really wasn’t any critical mass. My co-author and I also were pretty sure that things were going to change a lot over the next few years, so it was hard trying to prescribe best practices while many were still... [...]

AdRoll has released a new book titled “The Retargeting Playbook”. The AdRoll team says, “Over the past few years, retargeting has become as essential as search-engine marketing and email for engaging and converting customers. In this essential guide, co-authors Adam Berke (President of AdRoll) Lauren Vaccarello (VP of Marketing) and Greg Fulton (Head of Product) teach marketers how to drive real revenue with retargeting”. Key topic of the book are: Who should use retargeting—and why What it takes to define optimization strategies that work How to face the opportunities... [...]

The latest ‘Econsultancy’ blog post is titled “How marketers can use iBeacon to add relevance to location-based targeting”. Matthew Kates says, “While location based marketing is not a new strategy, iBeacon, Apple’s recently introduced Bluetooth LE-based technology that extends location-based services in iOS, offers exciting new opportunities to engage consumers in retail stores and other destinations. iBeacon uses Bluetooth 4.0 to pick up signals from Bluetooth-enabled phones. With an advanced API software and transmitter hardware that reaches up to 150 feet,... [...]