Author: Gary Burtka (Page 1 of 2)

December 17, 2024 /

In the ever-evolving digital landscape of 2025, the role of Search Engine Optimization (SEO) continues to be pivotal for any website aiming to thrive online. Despite the advancements in AI, the proliferation of voice search, and shifts in consumer behavior, SEO’s relevance has not diminished; in fact, it has evolved to meet new challenges and opportunities.

AI-Driven Search and User Intent: The integration of AI into search engines has transformed how SEO is approached. Search engines now better understand user intent, meaning that SEO strategies must focus more on providing answers rather than just keywords. In 2025, optimizing for conversational queries and AI-generated search experiences is crucial for maintaining visibility on search engine results pages (SERPs). This shift towards understanding and catering to search intent underscores SEO’s importance in delivering relevant content to users.

Zero-Click Searches and SERP Features: With the rise of zero-click searches, where users get their answers directly from the search results without clicking through to websites, SEO strategies need to adapt to secure visibility in featured snippets, knowledge panels, and other SERP features. Ensuring your content is structured to answer queries directly can help capture this traffic, which is increasingly significant.

Enhanced User Experience (UX): Google’s emphasis on user experience through metrics like Core Web Vitals has made UX a central component of SEO. Fast load times, mobile optimization, and intuitive site navigation are not just good practices but ranking factors. In 2025, providing a seamless user experience is a non-negotiable aspect of SEO, directly impacting engagement and conversion rates.

Local SEO for Hyper-Relevance: As consumers continue to seek hyper-localized information, local SEO becomes more critical than ever. Businesses that optimize for local search will see increased visibility in local packs, Google Maps, and voice search queries like “near me” searches, which can drive foot traffic or local business inquiries.

Brand Authority and Trustworthiness: Google’s focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) principles for content evaluation means that SEO isn’t just about keywords but also about establishing your site as a credible source. In 2025, SEO strategies include not only technical optimization but also content that showcases deep industry knowledge and trustworthy authorship, enhancing your brand’s authority.

Adapting to Algorithm Changes: Search engines like Google are expected to continue updating their algorithms to counter spam, improve relevance, and enhance user experience. SEO in 2025 requires agility; staying informed about these updates and adjusting your SEO practices accordingly is essential to maintain or improve rankings.

The Role of Video and Visual SEO: With visual search becoming more prevalent, optimizing images, videos, and other multimedia content for SEO will be key. This not only aids in user engagement but also taps into new search behaviors like visual queries through tools like Google Lens.

Sustainable Traffic Strategy: SEO offers a sustainable way to attract traffic. Unlike paid advertising, which stops once the budget runs out, SEO can provide long-term benefits. In an era where digital marketing costs are rising, SEO remains a cost-effective tool for businesses looking to grow their online presence in 2025.

As we navigate 2025, SEO isn’t just surviving; it’s thriving by adapting to new technological advancements and user preferences. It remains an essential strategy for any website looking to enhance visibility, build trust, and drive quality traffic. Whether you’re a small local shop or an international corporation, SEO should be at the core of your digital strategy.

Now is the time to assess your website’s SEO health or to start building an SEO strategy that aligns with the trends of 2025. If you need help, consulting with SEO experts or using comprehensive SEO tools Quanthym can guide you in optimizing your site for both current and future search landscapes. Feel free to contact us to receive your free SEO audit.

April 14, 2023 /

Mother’s Day is a prime opportunity for online marketers to boost their sales and engage with their audience. According to the website Ebbo, 74% of Mother’s Day shoppers won’t even begin to start shopping until April (many will start in May). While most Americans are planning to shop for mom this Mother’s Day, 84% of us plan to do so online. As the big day approaches, it’s essential to be well-prepared to make the most of this special occasion. Here are the top 5 tactical strategies that online marketers should implement to ensure a successful Mother’s Day.

Leverage Email Marketing

Email marketing is a powerful tool for online marketers, especially during holidays like Mother’s Day. Segment your email list based on demographics and preferences to send personalized offers and gift suggestions. Create visually appealing and mobile-friendly email templates with compelling subject lines to increase open rates and conversions. Schedule a series of emails leading up to Mother’s Day to keep your brand top of mind for gift-givers. Do not assume everyone knows when mother’s day is… many will forget or it will just not be top of mind.

Optimize Your Website and Landing Pages

Ensure your website and landing pages are optimized for Mother’s Day traffic. Create dedicated Mother’s Day sections or pages on your site that showcase gift ideas, special offers, and promotions. Make it easy for visitors to navigate and find relevant products. Implement SEO best practices to rank higher in search results and drive organic traffic to your site. Don’t be afraid to write a few blog posts about your top selling mother’s day gifts or even drop a countdown clock up so customers know when the last day to shop before mother’s day is. 

Utilize Social Media Advertising

Social media platforms like Facebook, Instagram, TikTok, and Pinterest are ideal for promoting Mother’s Day offers and gift ideas. Create eye-catching visuals and engaging ad copy to target your audience effectively. Use platform-specific features like Facebook’s Lookalike Audiences, Instagram Stories, and Pinterest’s Promoted Pins to reach potential customers. Remember to capitalize on a mix of relevant generic and trending hashtags #mothersday2023. Make sure to monitor ad performance and adjust your targeting and budget accordingly.

Launch a Limited-Time Mother’s Day Influencer Campaign

Partner with influencers who resonate with your target audience to create authentic content promoting your Mother’s Day products and offers. Influencers can help you reach new customers and generate buzz around your brand. Coordinate a limited-time campaign that incentivizes followers to make a purchase within a specific time frame, creating a sense of urgency. Share your hashtag strategy with your influencers to maximize or perhaps even own a holiday hashtag. 

Implement a Remarketing Strategy

Remarketing is a powerful way to re-engage potential customers who have previously interacted with your brand. Use remarketing ads from your advertising partners to target users who purchased this time last year. Display ads showcasing Mother’s Day offers and gift ideas to entice these users to return to your site and shop once again.

Implementing any of these 5 tactical strategies will help online marketers maximize their Mother’s Day campaign success. With careful planning, engaging content, and data-driven decision-making, your brand can create a memorable experience for consumers and increase sales during this special occasion.

March 31, 2023 /

So you have recently stumbled across ChatGPT. After creating your free OpenAI account, you type in a few initial queries. Once you have exhausted your silly questions you move onto the serious ones. You can see the power, the results are so much more detailed than anything you have ever seen on a search engine results page. However, you are really not quite sure what to do with it all. Where do you even start?

ChatGPT , also known as chat-based Generative Pre-trained Transformers, is an advanced technology that can be utilized across a broad range of use cases. It is powered with a deep-learning neural network, making it some of the most sophisticated modern tech.

Some possibilities for you to use ChatGPT to enhance your life include:

  1. Customer support: ChatGPT may be utilized to fabricate chatbots or virtual assistants, which can manage customer inquiries effectively and efficiently, leading to speedy and precise responses and ameliorating customer satisfaction.
  2. Content creation: ChatGPT can lend a hand in generating various types of content such as articles, blog posts, social media updates, and more, which can significantly save time and effort for writers and marketers.
  3. Language translation: ChatGPT can be subjected to training to translate text from one language to another, rendering it a valuable tool for individuals or businesses that require speedy and effective translations.
  4. Conversational agents: ChatGPT can be utilized in developing AI-powered conversational agents for applications such as gaming, virtual reality, or simulations, which necessitate engaging and naturalistic dialogue.
  5. Education and tutoring: ChatGPT can function as a virtual tutor, imparting knowledge and providing explanations, answering questions, and assisting students with their studies in various subjects.
  6. Creative writing: ChatGPT can be of service to authors by assisting them in brainstorming ideas, developing plotlines, or generating character dialogue, which can expedite the creative writing process and stimulate creativity.
  7. Data extraction and summarization: ChatGPT can facilitate in processing and summarizing extensive amounts of text data, extracting critical information and presenting it in a concise and easily comprehensible format.
  8. Personal productivity: ChatGPT can be instrumental in creating AI-powered personal assistants that can aid with tasks like scheduling, reminders, email management, and other similar tasks, thereby boosting personal productivity.
  9. Sentiment analysis: ChatGPT can be trained to scrutinize text and recognize sentiments, which can prove useful for businesses in gauging customer feedback or monitoring brand perception.
  10. Code generation: ChatGPT can be of service to developers in generating code, providing solutions to coding challenges, or identifying and fixing bugs.

These are just a few examples of the potential applications of ChatGPT. As technology continues to evolve, it is highly probable that new use cases will surface. It is crucial to bear in mind the limitations of current AI models, including biases in training data and occasional inaccuracies, when incorporating ChatGPT into any application.

March 29, 2023 /

It seems like each and every day now a new AI announcement is made. Given all of the recent updates I wanted to revisit my predictions for AI in Programmatic Media and follow up with a part 2. Below you will find more areas in Programmatic Advertising that I foresee being effected by AI.

AI-Powered Ad Targeting

One of the most significant benefits of AI in programmatic media is its ability to optimize ad targeting. With the help of AI algorithms, digital marketers can analyze vast amounts of data to identify patterns and trends in user behavior. By using this information, they can create more precise and effective ad campaigns that reach the right people at the right time.

AI can also help to overcome some of the challenges of programmatic media buying. For example, one of the most significant challenges of programmatic media buying is ad fraud. Ad fraud is when fake or bot traffic is used to inflate the number of ad impressions or clicks. AI technology can help to detect and block fraudulent traffic, reducing ad fraud and improving the overall quality of ad impressions.

AI-Generated Creative Assets

Another exciting development in the use of AI in programmatic media is the use of AI-generated creative assets. AI algorithms can analyze user behavior and create personalized ads that are more likely to resonate with the target audience. AI can also generate ad copy, imagery, and even videos. By using AI-generated creative assets, digital marketers can save time and resources while still delivering engaging and effective ad campaigns.

AI and Data Analysis

AI is also useful in programmatic media for analyzing vast amounts of data. Digital marketers can use AI algorithms to analyze data in real-time and make informed decisions about ad targeting and optimization. By using AI to analyze data, digital marketers can identify patterns and trends that humans may miss, enabling them to optimize their ad campaigns for maximum effectiveness.

AI and Privacy Concerns

As AI continues to play a more significant role in programmatic media, concerns around privacy and data protection have become more significant. AI algorithms rely on vast amounts of user data to function correctly, which has raised concerns about data privacy and security. Digital marketers must be mindful of these concerns and take steps to protect user data while still delivering effective ad campaigns. Watch for cookieless to become a trending conversation towards the later part of this year as we prepare for Google to either flip the switch or delay once again.

AI is transforming programmatic media buying by optimizing ad targeting, creating personalized ad campaigns, and analyzing vast amounts of data in real-time. As AI technology continues to evolve, the future of programmatic media buying is expected to become even more efficient and effective. However, digital marketers must also be mindful of privacy and data protection concerns as they leverage the power of AI in their ad campaigns. Overall, AI is an essential tool for digital marketers in programmatic media, and its continued evolution promises to revolutionize the digital marketing landscape.

Author’s Note: The featured image at the top of the page is a visual depiction of a Neural Network.

March 27, 2023 /

While so many people are listing the roles that AI will be replacing over the next few years, I thought it would be fun to identify some of the new opportunities AI will create for us all. Artificial Intelligence (AI) is an industry that is experiencing rapid growth, which is transforming our lives and the way we work. As AI continues to make strides, it is generating novel career opportunities that necessitate a combination of technical and non-technical competencies.

AI is currently a nice-to-have for many organizations; shortly AI will need to be infused in all companies in order for them to remain efficient. The future is not necessarily about going to work at an AI company, but more less going to work for a company where AI is infused. This new AI infusion to help companies become more efficient will soon have roles for people with experience and expertise using AI. In this post, we will explore the premier AI jobs that will be in high demand in the coming years and provide insights on how to equip yourself for them.

Data Scientists

Data scientists are accountable for scrutinizing and construing intricate data to help businesses make informed decisions. With the growth of AI, the clamor for data scientists with AI proficiency is escalating.

To become an AI data scientist you will need to learn the rudiments of data science and statistics. You can acquire expertise in programming languages such as Python, R, and SQL. Concentrate on machine learning algorithms and techniques. Stay abreast of the most recent AI trends and technologies.

AI Software Engineer

AI engineers develop AI models and applications by capitalizing on machine learning algorithms, deep learning models, and neural networks. In addition, they also construct and maintain AI infrastructure and software systems.

To become an AI engineer you will likely need to attain a degree in computer science, software engineering, or a related field. One way to advance in this field is to take on projects and jobs that help you to build your proficiency in programming languages such as Python, Java, and C++. Forge a specialization in machine learning, deep learning, and neural networks. Make sure to stay up to date with the latest AI frameworks and tools such as TensorFlow and PyTorch.

AI Ethicists

AI ethics is becoming an increasingly significant field as AI is being incorporated into more domains of society. AI ethicists are responsible for designing ethical and responsible AI practices and policies.

To become an AI ethicist a degree in ethics, philosophy, or a related field would be incredibly helpful. Acquire knowledge in AI and machine learning / deep learning and stay up to date with the latest AI regulations and policies. Be sure to develop critical thinking and problem-solving skills along the way.

Chatbot Designers

Chatbots are becoming more ubiquitous in customer service, marketing, and other fields. Chatbot designers are accountable for designing and training chatbots that can interact with humans in a natural and captivating way.

To become a chatbot designer you will need to acquire knowledge in natural language processing and machine learning or deep learning AI. You will also need to develop expertise in programming languages such as Python and JavaScript. Be sure to stay up to date with the latest chatbot frameworks and tools such as Dialogflow and Botpress. Continue to develop strong communication and interpersonal skills.

Autonomous Vehicle Engineers

Autonomous vehicles are an expanding field that is expected to transform transportation. Autonomous vehicle engineers are responsible for developing and testing software and hardware systems that enable self-driving cars and other autonomous vehicles.

To become an autonomous vehicle engineer obtaining a degree in computer science, electrical engineering, or a related field is critical. Acquired knowledge in robotics, control systems, and artificial intelligence will be essential to be competitive in the job market. Be sure to compliment this by developing an expertise in programming languages such as C++ and Python. Stay up to date with the latest autonomous vehicle technologies and trends.

AI Sales and Marketing Specialists

AI is revolutionizing the sales and marketing industries by enabling more targeted and personalized campaigns than ever before. AI sales and marketing specialists are responsible for developing and implementing AI-powered strategies that optimize customer engagement and conversion.

To become an AI sales and marketing specialist earn a degree in marketing, business administration, or any related field. Your working knowledge in AI, machine learning and deep learning will be critical for such roles. Develop expertise in marketing automation platforms such as HubSpot and Marketo. Understand your competitors and how leaders like Google, TikTok and Facebook are using AI. Stay up to date with the latest AI-powered advertising and analytics tools.

As AI continues to advance, many jobs will be changed; while others will be eliminated all together. This opportunity will also create new novel career opportunities that require a combination of technical and non-technical competencies. From data scientists to AI sales and marketing specialists, the demand for AI-related jobs is on the rise. By acquiring the right skills and staying up to date with the latest trends and technologies; you can prepare for a prosperous career in an AI infused company.

March 22, 2023 /

Artificial Intelligence (AI) has become an integral part of programmatic media buying. Its ability to analyze vast amounts of data and automate complex tasks has made it a valuable tool for digital marketers. With the evolution of AI technology, the future of programmatic media buying is expected to be more efficient and effective.

AI and Programmatic Media

Programmatic media buying involves the use of technology to automate the buying and selling of advertising inventory. It uses algorithms to analyze data and determine the best advertising opportunities in real-time. AI technology has been used to enhance programmatic media buying by automating the process of ad optimization and targeting.

The Role of AI in Programmatic Media

AI plays a crucial role in programmatic media buying. It can analyze large volumes of data to identify patterns and trends that humans may miss. By using AI, digital marketers can optimize their ad campaigns in real-time, ensuring that they reach the right audience at the right time. AI can also help to reduce ad fraud by detecting fraudulent traffic and blocking it.

AI and Personalization

One of the most significant benefits of AI in programmatic media is its ability to personalize ad campaigns. With AI technology, marketers can analyze user behavior and create personalized ads that are more likely to resonate with their target audience. By delivering personalized ads, digital marketers can increase the chances of conversion and maximize ROI.

AI and Creativity

Although AI is primarily used for data analysis and optimization, it can also play a role in creativity. AI technology can be used to generate ad copy, imagery, and even videos. By using AI-generated creative assets, digital marketers can save time and resources while still delivering engaging and effective ad campaigns.

AI and the Future of Programmatic Media

As AI technology continues to evolve, the future of programmatic media buying is expected to become even more efficient and effective. The use of AI will enable marketers to optimize their ad campaigns in real-time, personalize ads to specific audiences, and reduce ad fraud. AI technology will also enable marketers to create more engaging and effective creative assets, reducing the time and resources required for ad campaign development.

The Future of AI in Programmatic Media: Key Takeaways

  • AI plays a crucial role in programmatic media buying, automating the process of ad optimization and targeting.
  • AI technology can analyze large volumes of data, identifying patterns and trends that humans may miss.
  • AI enables marketers to personalize ad campaigns and create more engaging creative assets.
  • The future of programmatic media buying is expected to become even more efficient and effective with the evolution of AI technology.

In conclusion, AI has become an essential tool for digital marketers in programmatic media buying. Its ability to analyze vast amounts of data and automate complex tasks has made it a valuable asset in optimizing ad campaigns and reducing ad fraud. The future of programmatic media buying is expected to be even more efficient and effective with the continued evolution of AI technology. As AI continues to play a more significant role in digital marketing, it will be essential for marketers to keep up with the latest AI trends and technologies to remain competitive in the digital marketplace.

Author’s Note: The featured image at the top of the page is a visual depiction of a Neural Network.

Brand Safety Presented at IRCE

January 12, 2023 /

Gary Burtka and Leanne Skipper host this Brand Safety Presentation, How to Avoid Jaw Droppingly Bad Adjacencies to Protect the Brand, from IRCE in Chicago in 2019. They discuss brand safety across traditional online display, affiliate, and programmatic display channels.

You can download the entire presentation from Slideshare here.

eTail West 2022 Video Tour

January 11, 2023 /

Check out the 2022 eTail West event with a walk through with Gary Burtka. Take a 3 Minute Virtual Tour of eTail West in Palm Springs, California as we are back in person for conferences. Walk the sprawling halls and see where the Directors Suite’s are located, check out the RTB House private relaxation lounge, visit the badge station as we make our way through the crowds to the main exhibit hall. The annual event is located at the JW Marriott Desert Springs Resort & Spa.

Meet Multi-Layer Personalized Brand Safety: Your Online Marketing Shield

September 27, 2018 /

If you advertise your brand online, there’s a good chance your ads have been placed next to inappropriate content on the internet. 3 out of 4 brands have been exposed to online brand safety issues in the US alone, raising alarms for brand safety controls and policies that protect advertisers from unsafe placement.

Safe digital brand presence plays a crucial role in strengthening a company’s market position and attracting customers, while unsafe brand presence can lead to negative consequences, like online outrage, brand embarrassment, or much worse. As social media and ad presence have led to incredible growth for digital brands, there are also threats and risks associated with running automated campaigns. Keeping your brand safe is a demanding challenge, especially when it comes to how many online spaces are out there.

Brand Safety is an essential part of today’s programmatic media buying and marketers need to know how to protect their brands effectively.

Running Campaigns Online? You Need Brand Safety.

For example, let’s assume that you’re the head of marketing for an automotive brand. You would never want to have advertisements of your cars near online information about road accidents or alcohol consumption. But how can you avoid it when programmatic chooses placement without your knowledge?

It’s not a simple topic, especially today when ads follow users on different websites, often tailored to their preferences based on previously visited pages. Today’s internet is also driven, in large part, by user-generated content that can be difficult to identify. The media landscape is completely different from the one we knew a few years ago.

Real life examples show just how complex the problem can be. A recent The Times investigation revealed that that “some of the world’s biggest brands were advertising on YouTube videos showing scantily clad children that attracted comments from hundreds of pedophiles”. Dozens of global and popular brands with ads appeared on those videos.  YouTube’s brand-safety issues may be one of the main factors, which caused its ad sales to flatten during 2018.

Today, digital marketing brands must absolutely avoid presenting their brands in the contexts which can have negative consequences. Luckily, tools and technologies are on the rise to keep brand safety instact, while making it simple and painless for the marketers running their campaigns.  Continue reading

5 Performance Campaign Stats Every Effective eCommerce Manager Should Monitor 

March 29, 2018 /

When planning an online campaign, we have a number of providers and a million options to choose from. Selecting the right one for your business without proper due diligence is virtually impossible and may lead to suboptimal results. This is the reason why multiple retargeting strategies and different techniques to expand access to selected users have been developed. Today, it is obvious that using a single retargeter is not always optimal. In fact, running 2 to 3 retargeting campaigns with different providers can bring much better results. I was interested to learn from a VP of Marketing for a Top 250 eTailer that found that utilizing as many as 3 retargeters would drive incremental revenue. Having said that, what is the best way to measure performance campaigns and evaluate the effectiveness of an online store’s marketing efforts?

In most cases, evaluation of effectiveness is a limited process, which only involves checking the number of clicks generated by each studied solution. This in turn compromises the reliability of such information and leads to wrong decisions. A solid knowledge of correctly calculated online marketing indicators is something a specialist should rely on.

Continue reading

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