TweetIt’s not an exercise in vanity. It’s an exercise in learning. I started a Facebook Fan Page for this blog and I have roughly two objectives: to learn more about Facebook in terms of options, best practices and measuring, and to learn more about who is exactly reading this blog (and reading it enough...
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TweetThe last post referred to Greg Sandow’s list of changes in classical music in the last decade. I took that opportunity to look at a somewhat abstract concept of culture change: That is exactly why we need to get rid of the product-driven culture of superiority, elitism and dismissal. The Internet culture, and particularly...
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TweetNow that you know a little bit about how ads show up and the typical account structure, let’s look at three important, interdependent aspects of paid search: key words, creative and landing pages. First, you have to build a key word list for each of the ad groups. The categories make it easier to...
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TweetAfter a couple more classes and a Thanksgiving break, I’m back with renewed energy to write more about search engine marketing and orchestras. This time, I’m covering paid search. As I wrote before, if natural search is public relations, then paid search is advertising. Paid search is instantaneous, direct and controllable, extremely measurable, and...
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TweetThe third class went a little deeper into natural search. I think it’s important to first reiterate some important matters. Search engine optimization (SEO) is not an overnight process; it might take 6 months for your efforts to show any results. The goal of SEO is to be the Web page with the most...
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TweetThis week, I started my second class in the Integrated Marketing certificate program at the University of Chicago’s Graham School. This one’s on search engine marketing, taught by David Gould of Resolution Media. Last night’s class delved a little into natural search and search engine optimization and there were some interesting points that I...
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TweetThe ever-thorough Drew McManus has once again shown that his Web site Adaptistration is the place to be for orchestra managers. This year’s Orchestra Web Site Review has an in-depth analysis of American and Canadian orchestras and their sites. Particularly interesting, I thought, was today’s post on the comparison between American and Canadian sites....
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Dutch native Marc van Bree is a well-rounded marketing communications professional with more than 7 years of experience strategically communicating—on and offline—in a rapidly changing media environment. Visit mcmvanbree.com »
