A lot of digital marketing is a form of direct marketing. And because of the experience of firms in doing direct mail and other forms of direct marketing we know what are the most important factors in successful direct marketing campaigns. Continue reading
Notice that I didn’t ask, “Does your marketing team HAVE skills gaps?” These days it’s virtually impossible for a team to not have some. Continue reading
Today over half of emails are opened on mobile devices, and over half of Google searches are on mobile, so that means that 100% of companies need to be thinking mobile first.
This isn’t just true for young people and consumers, it is also true for B2B. Close to half of the people who read my marketing tip emails do so on a mobile device. Continue reading
In most companies buying decisions are made by teams of several people. Research by Bob Johnson of IDG Connect and Kim Wallace of Wallace and Washburn shows the critical importance of being a preferred vendor before the team’s very first meeting. Continue reading
Virtually all marketing channels and software programs now provide some data about the results for your campaigns, such as:
- Email opens, clicks and forwards
- Online ad impressions and clicks
- Social media shares, comments, and likes
- Event and session attendees
And that truly is the tip of a very large iceberg. Continue reading
Digital marketing is eating the world. We’ve passed peak TV, and mobile and desktop ads are now over 30% of global advertising spend.
That means, though, that close to 70% of advertising dollars are still spent on traditional media.
The most important question still is: Where is your audience? Continue reading
Marketing is not an island. Truly valuable (to their companies) marketers aren’t focused on marketing metrics such as increased web traffic, low cost per clicks and social shares, they’re focused on contributing to the company’s revenue growth and profitability. And to do that they need to work closely with sales. Continue reading
Remarketing ads are the one that you see after you’ve visited a site. For example, you look at the page for a particular book on Amazon and then you start to see ads for that book on other sites and on Facebook. That’s remarketing.
Kind of creepy? Annoying? Maybe. But very effective. Continue reading
When trying to improve the search ranking of your website pages keep in mind that Google looks at two major types of influences: off-page and on-page factors. While it’s easier and faster to change on-page factors by posting great content, adding appropriate tags, etc., the off-page factors are more powerful. Continue reading
Many people equate marketing with advertising and promotion. But marketing’s most important role is in understanding the customer and their needs, desires and motivations and working with others in the company to help create the products and services that they’ll pay for. As Seth Godin says, “Don’t find customers for your products, find products for your customers.”
Continue reading