Online Marketing News You Can Use April 20, 2011

Interview on Social Media and B2B Marketing with TopRank Online Marketing CEO Lee Odden for Web Marketing Today.

eBay Acquires Location-Based Media And Advertising Company WHERE.  Clearly a trend, retail giants are investing heavily in social and mobile technologies. Via TechCrunch.

New report: Marketing to the Mobile Shopper by Arc Worldwide, 50% of U.S. adults are mobile shopping and 51% of consumers are more likely to purchase from retailers that have a mobile-specific website. However, only 4.8 percent of retailers actually have one.  Web retailers who have a mobile-specific website can increase consumer engagement by 85%.   Via Leo Burnett.

The End of Last-Click Attribution? Google and Analytics Multi-Channel Funnels – Some call it multi-touch attribution, others call it engagement mapping. Google calls their limited pilot of this new feature, Multi-Channel Funnels, and it has to be one of the biggest talking points in online marketing measurement circles today. Via Econsultancy.

8-Point Survival Guide for Too Much Business Travel offers sage advice from Ann Handley after her multi-multi-city book tour.  From apps to what airport to avoid. Via MarketingProfs.

70% of Top 200 Brands Failing to Optimize Social Media for SEO. Companies are investing substantial budget into their social media marketing efforts, yet are not incorporating SEO best practices with social content as evidenced by this report.  Consumers can discover social networks via search as well as content created and shared on social platforms. Leaving search discovery out of the equation means those consumers are finding someone else’s social content instead.  Via BrightEdge. (BTW, TopRank specializes on Social SEO)