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marketing strategy Tag

Totally ROI(GHTEOUS): ON24’s Where is Your ROI? Campaign

Guerilla marketing involves high energy, a ton of creativity and strategy. This year, ON24 decided to go the unconventional route for marketing at one of the biggest software conferences. We chose not to sponsor at Dreamforce ‘16 in SF, but do something different… at least different for ON24. ”If we can’t sponsor, that doesn’t mean we will shy away from the biggest conference of the year,” we said. So we put on our thinking caps and got creative. Being shy isn’t our forte, or mine to say the least. So it only seemed right that doing a guerilla marketing campaign at ON24 would be given the green light. Ok, “Where to start??” First, a campaign idea focused on highlighting the high...

Guerilla marketing involves hi...

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Leads, the long and the short of it

Marketers must balance “snackable” content with long, multi-touch campaigns. With social media and mobile’s growth, many marketers are feeling pressured to adopt online campaigns that have extremely short lead cycles. However, many are reluctant to abandon their successful, traditional longer-lead marketing campaigns. As a result, marketers are finding new ways to strike a balance between quick calls to action and long, multi-touch campaigns that cut across multiple media and technology platforms.< It’s understandable that marketers are chasing short campaigns with “snackable” content—many of today’s popular platforms are built around short engagements. From text-based Twitter and Reddit to the visually heavy Instagram and Pinterest, content is consumed at a furiously quick pace by very large audiences. While there...

Marketers must balance “snac...

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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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The key to a successful, long-term marketing strategy: Owning vs. Renting

Buying a house involves a lot of money up front but can potentially lead to bigger gains. Free from property management restrictions, you can make the place yours and customize it to your specific aesthetic. It’s not all that different in marketing – own more of your marketing content and you will derive greater ROI in the long run. If you only engage with customers on third-party properties (essentially renting) via activities such as trade shows, banner ads and social media engagement on Facebook, Twitter and LinkedIn, you don’t own the experience. True, you can engage with your customers there, but you do not really own the interaction. Given this, you often won’t have insight into the necessary analytics to better...

Buying a house involves a lot ...

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