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Keyword: ‘data’

Marketing Research in Action: 84% of SMBs saw increase in business thanks to mobile marketing

June 8th, 2012 No comments

How can small and medium businesses take advantage of mobile marketing? Aman Devgan, VP of Marketing, Web.com, joined us in the studio for the latest episode of Marketing Research in Action to talk about how you can apply discoveries from recent research by Web.com and MarketingSherpa …

 

If you’d like to jump ahead in the video, here is what Aman and I discussed:

0:32 – 84% of SMBs saw an increase in new business activity due to their mobile marketing efforts

1:12 – Surprisingly, providing better service to existing customers is a bigger motivator to invest in a mobile presence than attracting more local customers

1:54 – Top 2 hurdles in leveraging mobile marketing

  Read more…

The Boston Globe: An inside look at launching a paid content site

The Boston Globe has been in the content business for a long time. The newspaper published its first edition on March 4, 1872. Now in the digital age, it offers a free online version. At the end of last year, the company decided to include a premium, subscription-based digital version as well.

This blog post reveals an early, inside look at the approach The Boston Globe is taking to launch a paywall, complete with an honest look at a few bumps the marketing team hit along the way.

Peter Doucette, executive director of circulation, sales and marketing, The Boston Globe, will present further information about the newspaper’s marketing efforts at the MarketingSherpa and MarketingExperiments Optimization Summit in Denver, June 11-14.

 

THE CHALLENGE

The marketing challenge for The Boston Globe is maintaining two Internet offerings, one free and one paid.

Peter says the issue is to grow digital consumer revenue while at the same time maintain and grow digital advertising revenue.

“In the end, how do you take a prospect and turn them into a customer?” he asks.

  Read more…

Social Media Marketing: 10 minutes with Brian Solis

June 5th, 2012 No comments

Focus on what people value.” That is my main takeaway from my interview with Brian Solis, principal, The Altimeter Group. As he sees it, Facebook is a democracy, and you can’t simply shove marketing messages down your followers’ throats (or in this case, into their Timelines) and expect to be successful.

In our 10 minutes together, he discussed so much more, including why many social media marketers are misinterpreting the movie “Moneyball” …

 

Luke Thorpe, multimedia specialist, MECLABS, and I grabbed Brian Solis after his keynote at MarketingSherpa Email Summit 2012, and he graciously gave us 10 minutes packed with interesting marketing insights.

Here are a few key points in the video, in case you want to jump ahead:

0:09 – Social media marketing metrics and Facebook EdgeRank

1:30 – The unlike button

2:24 – How to find out what your customers want

3:56 – The American Express Link > Like > Love campaign

4:38 – How to talk to business leaders about what really matters in your social media marketing campaign

8:46 – Social media is not just conversations; it is business data

 

Related Resources:

Email Summit 2012 DVD Combo Special (includes the Brian Solis keynote)

In Social Media, Your Return Represents Your Investment

Social Media Marketing: Finding and winning hyper-social consumers

Email Summit: Integrating mobile, social and email marketing channels

Inbound Marketing 2011: The 9 social media, content marketing, and SEO articles your peers shared most

Content Marketing: How scrapers impact your content strategy

May 22nd, 2012 2 comments

Content marketing is an important strategy for both consumer and B2B marketers, and it’s a major component of inbound and email marketing as well.

One issue that probably receives less attention than deserved is content scraping. This is a particular problem with easily digested material such as blog posts, whitepapers and articles.

Less than scrupulous website owners will go to your site, scrape your content and repost your work to their website.

This hurts your content marketing strategy in two major ways: one, it dilutes your brand awareness because some people will find your content on someone else’s website; and two, it essentially confuses search engines with the duplicate content and negatively affects your SEO.

To find out more about content scraping, and learn some tricks to combat the practice, I spoke with Rami Essaid, co-founder and CEO of Distil, a company that protects websites against unauthorized scraping.

As you might guess, this topic is near and dear to Rami’s heart, and he provides insight into how it happens and what you can do proactively to protect your content.

 

MarketingSherpa:  Tell me why content marketers should be aware of, and concerned about, content scraping.

Rami Essaid:  Marketing has shifted toward content marketing as the medium to drive traffic to websites. The reason it’s so powerful is because it provides valuable information to the end user, and allows marketers to brand within the content along with sending out the company’s message.

By having that content diluted and copied around the world, you are not able to capitalize on one hundred percent of the market reading your content.

When you think about any time you put something out there and it gets copied, scraped and duplicated, people are consuming it all around the world, but they are not consuming it from you, and you are losing the effectiveness of all of that hard work that you put into that content marketing.

  Read more…

How to Write a Competitive Analysis (with 3 free templates)

May 18th, 2012 11 comments

“It’s not enough that we win; all others must lose.” – Larry Ellison

Personally, I disagree with Larry, and I think that the focus should be on the customer winning. Hopefully that’s often through your product or service offering, but sometimes your competitors can serve customers looking for a solution better than you can. In those cases, I think all parties (your company, your competitor and your customer) are better served by acknowledging that.

In fairness, Larry Ellison is the fifth richest man in the world, so if that’s how you keep score, he has much more credibility than I. On the other hand, he was paraphrasing Genghis Khan with his quote, so I guess it all depends whom you want to emulate with your marketing.

 

Learning from the competition

But, whether you agree with Larry or me (or even Genghis), I’m sure that we can all see the value in better understanding what competitors are doing.

So you can conduct a competitive analysis for the obvious reasons — to bludgeon the competition and raze their villages. However, you can also conduct a competitive analysis to help you better communicate with your customers about how you can best serve them (and even tell them what you can’t do) while perhaps honing the fine art of “coopetition.”

Moreover, a competitive analysis is an especially helpful tool to help you craft your value proposition.

 

Free competitive analysis templates

To help you conduct a competitive analysis, we’ve created a few free templates loosely based on the Summary Competitive Analyses we conduct for our own Research Partners here at MECLABS.

  Read more…

Marketing Research in Action: Marketers using lead nurturing average 107% lead gen ROI

May 17th, 2012 No comments

In our most recent episode of Marketing Research in Action, I discussed how lead nurturing could help your B2B marketing efforts with Jen Doyle, Senior Research Manager, MECLABS, based on data from her 2012 B2B Marketing Benchmark Report (free excerpt here).

 

 

Here is a look at some of the research Jen and I discussed with direct links to that part of the video.

0:38 – Organizations that are engaged in lead nurturing realize higher ROIs on their lead generation efforts.

Click to enlarge

 

2:01 – Top tactics for creating engaging lead nurturing content

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5:40 – Frequency of lead nurturing touches

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Related Resources

Email Marketing: The importance of lead nurturing in the complex B2B sale

Lead Nurturing: Pilot campaign increases conversion 32.6% with automated emails

Lead Nurturing: You could be losing as much as 80% of your sales; here’s how you keep them

MarketingSherpa Webinar Replay — 5 Key Components for Establishing and Optimizing Lead Nurturing Campaigns

Online Privacy: Information from the EU and Capitol Hill

Dennis Dayman, Chief Privacy and Security Officer, Eloqua, has been a hands-on participant in the ongoing online privacy debate in Washington, D.C.

After his recent trip to the Capitol, I interviewed him to give MarketingSherpa blog readers an inside look at the current political process involving proposed privacy regulations here in America as well as find out about some conversations he had with officials from the European Union.

Frankly, I was surprised how much behind-the-scenes information he revealed.

 

The White House and the Federal Trade Commission have publicly supported the self-compliance efforts promoted by the Direct Marketing Association, the Council of the Better Business Bureaus, the Digital Advertising Alliance and other groups.

And, for marketers either based in Europe or conducting business on the continent, the EU directive should become much simpler very soon, according to Dennis.

In the U.S., a number of legislative actions will probably reach the floor for a vote, but are not likely to pass.

Dennis has been lobbying the lawmakers on Capitol Hill. His position is that security is an issue worth addressing, but that privacy — right now — is better handled at the enterprise level. The playing field just simply changes far too fast for any effective legislation, Dennis says.

  Read more…

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B2B Social Media: How one marketer is utilizing Pinterest

May 10th, 2012 2 comments

Bluewolf is a professional services company that provides consulting on enterprise agility. A campaign designed to promote its employee knowledge through social media with a gamification element to encourage participation — “B2B Social Media: Gamification effort increases Web traffic 100%, employee collaboration 57%” — was featured in last week’s B2B newsletter.

Bluewolf’s very innovative usage of Pinterest did not fit into the case study, so I wanted to use this blog post to show what you can learn from its efforts.

Pinterest is one of the hottest social channels right now. Here are two data points from a Shareaholic.com study and information that Pinterest is publicly sharing:

  • Pinterest’s user base is only 7% of Twitter’s, but the platform sends more total referral traffic than Twitter
  • With a mere 1% of Facebook’s user count, Pinterest sends 13% of the traffic that Facebook does

At the moment, consumer marketers are making more use of this platform than B2B marketers. However, Bluewolf offers a great blueprint on how B2B marketers can take advantage of Pinterest.

Bluewolf’s main Pinterest page shows the variety of boards the company is sharing on the platform.

Corinne Sklar, VP of Marketing, Bluewolf, says the company found a natural home with Pinterest because the platform is very visual and is also suited to sharing content, two areas where Bluewolf’s marketing is very invested. She adds that Pinterest also encourages viral sharing of that content. Read more…

Email Marketing: New tactics for display ads, segmentation and discount promos

May 8th, 2012 No comments

I interviewed a variety of email marketers at Responsys Interact 2012 last week and learned about more tactics than I could ever fit into a blog post. That said, here are three insights I pulled from some of the best interviews I had last week (Full Disclosure: Responsys sponsored my attendance of this event).

 

Display will rise again

Now that companies can target display ads to individuals across a variety of websites, display is poised to make another comeback, says Scott Jones, General Manager of Display, Responsys.

The reason, Jones says, is that marketers can incorporate display into cross-channel and lifecycle marketing programs and use it to send a targeted message to a single person. He sees display ads improving results for email marketers in the following three ways:

Read more…

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Email Marketing: Dollar Thrifty generates 47-times higher ROI, O’Neil doubles CTR

May 3rd, 2012 No comments

Most email marketers still batch and blast their audiences, sending one email to everyone in the database, said Responsys CEO Dan Springer yesterday at Responsys Interact 2012. Springer spoke during the event’s kickoff session in San Francisco, and noted that not every marketer is guilty of batch-and-blast (Full Disclosure: Responsys sponsored my attendance of this event).

“For all of you that are already innovative, if you want to maintain your innovative status, you are going to need to keep pushing,” he said.

Where you should push is toward integration, Springer said, which he called the future of digital marketing. Yesterday’s sessions were loaded with examples of how companies are integrating email marketing with other channels. Here are two that stood out:

  Read more…