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Marketing Trends

Does Mobile Marketing Work?

How truly effective is mobile marketing? Simply put, it is hard to gauge the effectiveness of mobile marketing efforts. Does that mean mobile marketing is destined to be contained to quick calls to action and nothing more? Not so! Our customers have been seeing some interesting trends in their mobile campaigns. For example, our customer data reveals that mobile users ask 20 percent more questions than people on desktops/laptops. So what are some things you can do to better increase the length and quality of your mobile engagements? 1. Design simply but with purpose: Audiences typically face more distractions while using their mobile devices when compared to using a PC, so having a clean layout will help your audiences navigate the mobile experience and...

How truly effective is mobile ...

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Experiment, Test and Learn – the Idea of a Digital Lab

Earlier this year I attended the Digital Summit arranged by the UK’s Chartered Institute of Marketing (CIM) at Bloomberg’s London Auditorium. Being a CIM member myself, I was interested to find out more about the latest and greatest in digital marketing – the day’s agenda featured many great speakers and companies. As is so often the case, certain key ideas, snippets and ideas catch our imagination, and it was the same for me here. There were two of these ideas that stood out for me: A Digital Lab (as presented by the BBC). The phrase “Experiment, Test and Learn.” Both points go hand in hand, but especially the second point got mentions throughout the day by various speakers. In an age where we see new social,...

Earlier this year I attended t...

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How the Internet Killed ‘Global Marketing’

The term “global marketing” has become outdated. Companies may be global and have marketing departments hoping to reach audiences in various regions and of diverse demographics, but there is no longer a need to differentiate between what is global marketing and what is not. In today’s constantly connected business world, all marketing is global marketing. There is merit to adapting marketing campaigns to different regions, as Oreo adapted its cookie to China, but businesses must recognize they cannot limit marketing messages to certain regions and that people will take their messaging to places they may not have intended. Laptops, mobile phones, tablets and countless other technologies have eliminated geographical barriers, and now nearly everyone has the ability to create and promote...

The term “global marketing...

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Within the last year, the cloud-based marketing space has grown hot, hot, hot!

ExactTarget was bought by Salesforce earlier this year for $2.5 billion. Eloqua was acquired by Oracle for $0.9 billion. Marketo had an IPO this year. Last week, Oracle bought Compendium (the same founder as ExactTarget), strengthening their position in the cloud-based marketing space. I was just reading an article in the Guardian newspaper, “Number of companies increasing marketing budgets hits 13-year high,” that talks about “a swell of optimism being felt across the industry." With approximately 10% of company revenues spent on marketing, it is clear that when marketing is on the march, its impact will not be insignificant. Looked at globally, just the top 500 companies earn $30 trillion in revenue, meaning a potential spend of as much as $3 trillion on...

ExactTarget was bought by Sale...

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The growing need to quantify marketing results

The ongoing priority for today’s marketing leaders is to align budgets with ROI. While it has become easier to measure marketing performance, it’s also getting harder to get budget for initiatives that are important to the overall marketing mix but which do not drive direct ROI. There is continuous pressure to increase performance at a higher rate than budget increases. At some point every incremental lead will cost more than in the past. For example, there is an expectation of marketing departments to increase performance over 50% annually, but budgets are not increasing accordingly....

The ongoing priority for today...

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7 steps to successfully rolling out a digital marketing strategy — part 2 of 2

Continuing my earlier post about investing in a digital marketing strategy, here are some tips on recommended next steps: 1. Become the expert. If you have the vision, you need to be sure you know exactly what you’re dealing with. In investment terms, you wouldn’t just invest $10,000 in a company that a friend told you about in a bar. Read as much about the digital marketing tool set you’re considering as you can, ask to see a demo, try it out for yourself and speak to the experts about it so that they can impart their wisdom on you. It is likely that you will be spending the next 12 months or so on this project – you (and your...

Continuing my earlier post abo...

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7 steps to successfully rolling out a digital marketing strategy — part 1 of 2

ul { list-style-type: decimal; padding: 0px; margin: 20px; } Consumers, by default, are quickest to queue up outside their favourite store and switch to the latest in digital technology in the time it takes to say “smartphone.” There is an app for almost everything, and it is easy to sign up for a new social site and connect with all of our friends. However, try and do that for a company with 10s or even hundreds of thousands of employees, and it can quickly become a task too big to scope by your “online team.” So with consumers well ahead of us B2B folk, let’s focus on where business users need to be.It’s an often overlooked point, but let’s start...

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Marketing 101: Bring your Marketing Webinars into the 21st Century

1. In your webinars, define your offering based on the customer needs they meet, not by features and functions. All too often we see webinar presenters drilling into the details of this feature or that one, without tying it back to what user need is being met by it. Always center your webinar around customer needs, and you’ll have more interested audience members and a more engaging presentation. 2. Develop a cross-channel presence that considers the buyers' entire journey. They need to see your message in social media; in organic and paid online search; in ON24 webinars and virtual events; in real-world events; and in print and broadcast media. Define, measure and tune the mix constantly – what works for one...

1. In your webinars, define yo...

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