What are the most significant challenges you face in relation to B2B digital marketing?
There were four particular areas into which the vocally expressed challenges fell overall - money, time, ideas that work and organisational structures.
As has been mentioned earlier – a consistent theme among B2B marketers is the challenge to increase and manage resources behind delivery, but a second significant area coalesced around the need to create cut-through, produce quality content or engage with the audience more effectively.
Marketers, it would seem place high importance not just on reaching people but on engaging them effectively when they do. The third area of consistency was around organisational structures – whether the challenge of scaling projects globally or breaking through the internal silo mentality.
Un estudio reciente del Boston Consulting Group (BCG) ha revelado que los editores que aprovechan por completo la oportunidad programática, que crece rápidamente, obtienen unas ganancias económicas medidas y una mejor posición en el mercado a largo plazo.
BCG completó recientemente un estudio global realizado entre 25 editores y aplicado a una serie de segmentos para entender mejor la contribución de la programática a los resultados finales de un editor.
Los resultados indicaron que los mejores editores que utilizan la programática de forma estratégica superan el promedio del mercado, lo que genera un porcentaje elevado de ventas programáticas a la vez que aumenta los CPM generales. Utilizan la tecnología con efectividad para operar de forma más eficaz y aumentar los ingresos y los márgenes.
En el informe se describen las cuatro mejores prácticas que los principales editores aplican para crear su sólido camino hacia los beneficios.
The biggest problems facing marketers today is how to drive business amidst the rapidly changing environment. This presentation details the effects of limitless media on consumers, their changes in their desires, and how to systematically build marketing programs to drive demand in the infinite media landscape.
Online advertising vs brand building (Nielsen)Alfonso Gadea
1. Click-through rate is not the right metric to measure brand impact – virtually no relationship
exists between clicks and brand metrics or offline sales.
2. There is emerging evidence that brand metrics in response to online campaigns are correlated
with offline sales impact.
3. Online ads can succeed in driving brand impact, though success is not guaranteed and
advertisers must embrace new online branding metrics to separate themselves from the
competition.
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
B2B marketers are spending more, using more tactics, and distributing their content on more social networks than they have in years past, according to the latest findings of a study from MarketingProfs and the Content Marketing Institute.
There is also more uncertainty, however, the study found: B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
Marketing mix or attribution journey towards unified marketing analyticsJoy Joseph
Next-generation MMM is an integrated process that
leverages its understanding of overall demand drivers
(marketing and non-marketing) along with other research
external to MMM measurement to present a holistic
marketing strategy to target growth opportunities. Attribution modeling focuses on understanding the
impact of marketing or, more specifically, media
campaigns on each individual consumer decision or
“conversion.” It is a “bottom-up” approach, measuring
total impact by aggregating up from transaction-specific
impacts. Both MMM and attribution modeling are great for the
purpose they are intended for, with MMM guiding
overall marketing strategy and attribution modeling
guiding tactical campaign performance.
What are the most significant challenges you face in relation to B2B digital marketing?
There were four particular areas into which the vocally expressed challenges fell overall - money, time, ideas that work and organisational structures.
As has been mentioned earlier – a consistent theme among B2B marketers is the challenge to increase and manage resources behind delivery, but a second significant area coalesced around the need to create cut-through, produce quality content or engage with the audience more effectively.
Marketers, it would seem place high importance not just on reaching people but on engaging them effectively when they do. The third area of consistency was around organisational structures – whether the challenge of scaling projects globally or breaking through the internal silo mentality.
Un estudio reciente del Boston Consulting Group (BCG) ha revelado que los editores que aprovechan por completo la oportunidad programática, que crece rápidamente, obtienen unas ganancias económicas medidas y una mejor posición en el mercado a largo plazo.
BCG completó recientemente un estudio global realizado entre 25 editores y aplicado a una serie de segmentos para entender mejor la contribución de la programática a los resultados finales de un editor.
Los resultados indicaron que los mejores editores que utilizan la programática de forma estratégica superan el promedio del mercado, lo que genera un porcentaje elevado de ventas programáticas a la vez que aumenta los CPM generales. Utilizan la tecnología con efectividad para operar de forma más eficaz y aumentar los ingresos y los márgenes.
En el informe se describen las cuatro mejores prácticas que los principales editores aplican para crear su sólido camino hacia los beneficios.
The biggest problems facing marketers today is how to drive business amidst the rapidly changing environment. This presentation details the effects of limitless media on consumers, their changes in their desires, and how to systematically build marketing programs to drive demand in the infinite media landscape.
Online advertising vs brand building (Nielsen)Alfonso Gadea
1. Click-through rate is not the right metric to measure brand impact – virtually no relationship
exists between clicks and brand metrics or offline sales.
2. There is emerging evidence that brand metrics in response to online campaigns are correlated
with offline sales impact.
3. Online ads can succeed in driving brand impact, though success is not guaranteed and
advertisers must embrace new online branding metrics to separate themselves from the
competition.
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
B2B marketers are spending more, using more tactics, and distributing their content on more social networks than they have in years past, according to the latest findings of a study from MarketingProfs and the Content Marketing Institute.
There is also more uncertainty, however, the study found: B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
Marketing mix or attribution journey towards unified marketing analyticsJoy Joseph
Next-generation MMM is an integrated process that
leverages its understanding of overall demand drivers
(marketing and non-marketing) along with other research
external to MMM measurement to present a holistic
marketing strategy to target growth opportunities. Attribution modeling focuses on understanding the
impact of marketing or, more specifically, media
campaigns on each individual consumer decision or
“conversion.” It is a “bottom-up” approach, measuring
total impact by aggregating up from transaction-specific
impacts. Both MMM and attribution modeling are great for the
purpose they are intended for, with MMM guiding
overall marketing strategy and attribution modeling
guiding tactical campaign performance.
Developing effective value creation in digital advertising. Focuses on how programmatic media buying strategy can identify value which enables brands to build upon customer relationships. By aligning operations and analysis around overall marketing strategies programmatic media industry participants can increase the vale they provide.
Driving Marketing Efficiency In The Consumer Goods Business With Advanced Ana...Gina Shaw
"Information is the oil of the 21st century, and analytics is the combustion engine" – Gartner
A large percentage of marketing efforts in a consumer goods business has little to no impact on sales. One primary reason for low-yield marketing campaigns is the inability to leverage data. Success in the consumer goods industry largely depends on the speed and accuracy of decision-making.
This eBook will help you discover:
1. Challenges marketers face in in the consumer goods business
2. The current state of marketing analytics
3. The overview and importance of advanced analytics
4. Traditional analytics vs advanced analytics
5. Advanced analytics solutions use cases in the areas of
- Measuring marketing effectiveness
- Optimizing marketing and advertising spend
- Sales forecasting
- Product portfolio management
- Marketing mix modelling
6. Driving analytics adoption within your organization with AI
7. Case study: How a global CPG company reduced marketing spend by 5% with advanced analytics
8. How you can get started right away?
The Smart Cube | Marketing Mix Modeling: An Old Remedy for New IllsMelissa Luongo
Authors:
Ankit Abraham Sinha, Senior Analyst
Sidharth Sreekumar, Assistant Manager
What is Marketing Mix Modeling (MMM)?
MMM is the use of statistical analysis to estimate and predict the impact and effectiveness of media channels, price changes, promotions, and external factors on the sales volumes of a company. This helps demystify the relationship between a company’s marketing spend and its bottom line.
Measuring the Effectiveness of Marketing Spend Using MMM
Increasing Marketing Spend
As global ad spending increases, it is imperative for companies to ensure that they get the best bang for their buck. In this scenario, the need to measure the impact of various marketing media on sales and deploy marketing funds efficiently is even greater.
The Need to Measure the Impact of Marketing
According to an April 2014 study by VisionEdge Marketing and ITSMA, 85% of marketers polled were of the opinion that the pressure to measure the value and contribution of marketing is increasing. In addition, a May 2014 study by Ifbyphone states that 60% of marketing executives report marketing metrics to their business leadership teams at least on a monthly basis. This highlights the increasing emphasis being laid by business leaders on the need for regular and more accurate measurement of marketing metrics that highlight the impact of marketing spend on business performance.
Great report by Accenture consolidating research insights and high-level tactics for B2B organizations and leaders to transform their B2B go to market in a post-Covid era.
2nd Annual Killer Content Awards: Honoring The World's Best B2B Content Marke...G3 Communications
Sharing case studies and behind the scenes looks at the design and execution of the cutting edge content marketing programs. The Killer Content Awards features industry leaders in areas such as:
• Social media and targeted content marketing;
• Educational content that informs and inspires buyers;
• Linking content to measurable, revenue-focused results;
• Using video and interactive content in new and creative ways;
• Deploying content that drives successful, cross-channel campaigns.
Speakers:
• Andrew Gaffney, Demand Gen Report
• Alicia Fiorletta, Channel Marketer Report
Shows approach which expands the breadth of what marketing-mix models cMichael Wolfe
Much criticism has been levied towards marketing-mix modeling recently. This article shows innovations and proposes solutions for reinventing this powerful marketing measurement tool
MRM Seattle Digital Immersion Lab: Just Measure It!MRM Seattle
Analytics expert Vipin Mayar of MRM Worldwide discussed how aligning measurement strategies with company objectives can drive business intelligence. Once those strategies are set, marketers can adjust their channel mix—a simple, cost-effective way to boost results. Mayar and panelists from Meteor Solutions, Microsoft, and Forrester Research also addressed measuring social media and mobile marketing campaigns.
Navigating the multi-channel and marketing technology landscape is an ongoing challenge. This presentation provides a unique perspective for considering the issues and navigating the market.
Developing effective value creation in digital advertising. Focuses on how programmatic media buying strategy can identify value which enables brands to build upon customer relationships. By aligning operations and analysis around overall marketing strategies programmatic media industry participants can increase the vale they provide.
Driving Marketing Efficiency In The Consumer Goods Business With Advanced Ana...Gina Shaw
"Information is the oil of the 21st century, and analytics is the combustion engine" – Gartner
A large percentage of marketing efforts in a consumer goods business has little to no impact on sales. One primary reason for low-yield marketing campaigns is the inability to leverage data. Success in the consumer goods industry largely depends on the speed and accuracy of decision-making.
This eBook will help you discover:
1. Challenges marketers face in in the consumer goods business
2. The current state of marketing analytics
3. The overview and importance of advanced analytics
4. Traditional analytics vs advanced analytics
5. Advanced analytics solutions use cases in the areas of
- Measuring marketing effectiveness
- Optimizing marketing and advertising spend
- Sales forecasting
- Product portfolio management
- Marketing mix modelling
6. Driving analytics adoption within your organization with AI
7. Case study: How a global CPG company reduced marketing spend by 5% with advanced analytics
8. How you can get started right away?
The Smart Cube | Marketing Mix Modeling: An Old Remedy for New IllsMelissa Luongo
Authors:
Ankit Abraham Sinha, Senior Analyst
Sidharth Sreekumar, Assistant Manager
What is Marketing Mix Modeling (MMM)?
MMM is the use of statistical analysis to estimate and predict the impact and effectiveness of media channels, price changes, promotions, and external factors on the sales volumes of a company. This helps demystify the relationship between a company’s marketing spend and its bottom line.
Measuring the Effectiveness of Marketing Spend Using MMM
Increasing Marketing Spend
As global ad spending increases, it is imperative for companies to ensure that they get the best bang for their buck. In this scenario, the need to measure the impact of various marketing media on sales and deploy marketing funds efficiently is even greater.
The Need to Measure the Impact of Marketing
According to an April 2014 study by VisionEdge Marketing and ITSMA, 85% of marketers polled were of the opinion that the pressure to measure the value and contribution of marketing is increasing. In addition, a May 2014 study by Ifbyphone states that 60% of marketing executives report marketing metrics to their business leadership teams at least on a monthly basis. This highlights the increasing emphasis being laid by business leaders on the need for regular and more accurate measurement of marketing metrics that highlight the impact of marketing spend on business performance.
Great report by Accenture consolidating research insights and high-level tactics for B2B organizations and leaders to transform their B2B go to market in a post-Covid era.
2nd Annual Killer Content Awards: Honoring The World's Best B2B Content Marke...G3 Communications
Sharing case studies and behind the scenes looks at the design and execution of the cutting edge content marketing programs. The Killer Content Awards features industry leaders in areas such as:
• Social media and targeted content marketing;
• Educational content that informs and inspires buyers;
• Linking content to measurable, revenue-focused results;
• Using video and interactive content in new and creative ways;
• Deploying content that drives successful, cross-channel campaigns.
Speakers:
• Andrew Gaffney, Demand Gen Report
• Alicia Fiorletta, Channel Marketer Report
Shows approach which expands the breadth of what marketing-mix models cMichael Wolfe
Much criticism has been levied towards marketing-mix modeling recently. This article shows innovations and proposes solutions for reinventing this powerful marketing measurement tool
MRM Seattle Digital Immersion Lab: Just Measure It!MRM Seattle
Analytics expert Vipin Mayar of MRM Worldwide discussed how aligning measurement strategies with company objectives can drive business intelligence. Once those strategies are set, marketers can adjust their channel mix—a simple, cost-effective way to boost results. Mayar and panelists from Meteor Solutions, Microsoft, and Forrester Research also addressed measuring social media and mobile marketing campaigns.
Navigating the multi-channel and marketing technology landscape is an ongoing challenge. This presentation provides a unique perspective for considering the issues and navigating the market.
About East Coast Catalyst (Prepared by Tim Bourgeois)Tim Bourgeois
East Coast Catalyst is a digital consultancy specializing in strategy, marketing audits, and reputation management advisory services. Founded in 2010, the firm is located in Boston.
Web Marketing & Strategy Audit: What, Why & How? Tim Bourgeois
Web strategy-related expenditures at companies can total as much as 20% of all operational costs at companies nowadays -- when factoring spending on web technologies, interactive marketing, and staffing into the mix -- yet few organizations apply a structured approach to regularly analyzing digital strategy performance and ROI. East Coast Catalyst's Digital Strategy & Marketing Audit helps companies understand their digital strategy expenditures, associated ROI, and identify areas for cost savings and performance improvement. This presentation offers background information on this ECC offering and its components.
An Anatomy of a Digital Audit (Digital Marketing Audit)Tim Bourgeois
Digital operations are complex and sprawling ecosystems that have grown disproportionately over the past decade. To ensure digital investments are optimized, companies are increasingly turning to digital audits to assess digital performance. This presentation summarizes key themes and takeaways from the "Anatomy of a Digital Audit" workshop at the Gilbane Conference by Tim Bourgeois, digital strategist at East Coast Catalyst.
Electronics social marketing_digital strategyMarcel Baron
Two-thirds of electronics companies either have a
limited strategy, or no strategy at all, for integrating
digital in their businesses – despite the fact that the
number of social network users around the world is
now rapidly approaching the two billion mark.1
To make the most of the digital opportunity,
marketing organisations urgently need to embrace
new approaches, new processes, new skills, new
technologies and agile organisation structures.
Is your business ready to engage?
2017 Landscape Industry Digital Marketing ReportJeff Korhan
Jeff Korhan and Landscape Management magazine partnered to benchmark the digital marketing practices of the landscaping and lawn care industry. This digital marketing report is the result of that original research and expert analysis.
Embrace this open door of Digital Dnyan, which is presenting everyone with great opportunities. Join Digital Dnyan Academy and receive affordable training from industry experts.
ClickZ has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers make better decisions about vendors. The first of this series is dedicated to bid management platforms, which help brands maximize the returns on their PPC, social media, and display advertising budgets.
The role of a bid management platform has changed significantly over the past decade, in line with the increased sophistication of the digital media industry. With over $90 billion spent on paid search in 2017, these software packages play a vital role in deriving maximum value from a brand’s digital media budget.
The core component of the ClickZ bid management vendor guide is our customer survey, which received over 1,600 responses.
What are the key digital marketing strategies for 2021 that your business needs to consider to engage and retain current customers and generate more traffic, revenue, and revenue? We have identified eight areas where savvy managers should invest their time and resources next year. If you don't know where to start, start here - because these industry trends can prove to be the best for your marketing business.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
10 Videos Any Business Can Make Right Now! - Shelly Nathan
Auditing Digital Marketing Operations: Promotion
1. Auditing Digital Marketing: Promotion (Part II)
Dec 19, 2014
by Tim Bourgeois | Digital Marketing Consultant | East Coast Catalyst
Earlier this month, we began this Auditing Digital Marketing article series by addressing
the "infrastructure and applications" area of a digital audit. This week, we'll look at what we call the
"promotion" component -- which is comprised of any online tactic that's used to drive website traffic
and digital engagement: search, display, social, content, mobile, etc. (The chart below illustrates where
promotional activities fit within our audit methodology.)
Promotion is often the largest line item in a digital marketing budget, and comes in the form of both
media buys and agency contracts. This kind of activity receives a lot of attention from senior managers
because of its growing share of the total advertising budget (online + offline). Accounting for just a few
percentage points of all U.S. ad spending in the early 2000s, digital media chewed up 24% of budgets
2. this year, according to new research from Forrester. And that share is expected to increase steadily for
the foreseeable future, overtaking television soon.
There are non-media costs to consider as well when discussing digital promotion, of course, such as the
talent and technology required to set strategy, manage vendors, and optimize performance. And this
can be significant, as digital advertising typically requires more hands-on involvement from marketing
groups than TV or print. But since the media component is easier to isolate and benchmark, it makes for
a good target during an audit.
When it comes to digital marketing and promotion, most of us continue to rely on channel- and volume-
centric strategies, and with good reason. Though imperfect, a strategy organized primarily around
specific tactics and making the most of resources allocated to those tactics is manageable: it can be
readily measured, communicated up and across the organization, and predicted with an acceptable level
of confidence.
Emerging and sophisticated techniques such as attribution modeling or programmatic buying are
appealing and should be worked into long term plans, but can be time-consuming and costly to
implement in the short term. Most importantly, emerging techniques are, by definition, difficult to
forecast. Experimenting in a domain as volatile as digital marketing is a cost of doing business, but
should only cost a few percentage points of budget. In our experience, the best way to make due with
tight budgets and swelling expectations is to focus efforts on refining proven tactics while carefully
choosing which new techniques to work into the mix.
With this background and set of assumptions in mind, we address four hot-button items related to
digital promotion in this piece, and offer recommendations for making improvements in 2015.
TAKE A LONG, HARD LOOK AT SEARCH MARKETING
Background: Paid search marketing (PPC) accounts for 40%+ of all digital advertising. Though a relatively
mature digital tactic, many companies continue to struggle with optimizing search marketing operations
– which include both paid and organic - because of stale management strategies. Given the significant
spending that goes into search marketing, even modest improvements can have a big impact on overall
digital marketing performance.
In a recent article by McKinsey - "Five Ways to Get More From Digital Advertising" - the authors state:
"In our experience, companies may be leaving as much as 20% to 30% of potential [digital advertising]
returns on the table." They cite "uncoordinated external agencies," as one of the reasons for this under-
performance, and go on to say: "the agency handling the paid search budget may be different from the
agency advising on organic search-engine optimization (SEO)".
While it may seem obvious to non-marketers that paid and organic search teams should be
collaborating, that hasn't historically been the case, and this can be easily explained. Paid search
advertising relies heavily on media buying skills while organic search marketing involves editorial and
technical skills. (Both depend on fundamentally sound user experience strategies to be successful and
optimized.) The natural intersection of paid and organic search marketing activities is in keyword
strategies, but the day-to-day mechanics don't necessitate regular cooperation.
3. However, both disciplines are evolving rapidly and that is changing the rules. Google made 13
updates to its algorithm in 2014 alone, and many experts argue that paid search marketing is quietly
overtaking organic's importance. So while managing an integrated search program is tough, it can yield
fast results, if only because of search marketing's impactful role in “bottom-of-the-funnel” buying
behavior, and because it's an area where companies are already allocating significant dollars, so
incremental improvements matter.
Takeaway 1: If you rely on a combination of internal and external resources to manage search
marketing, insert a "search marketing director" (or equivalent) to be responsible for overseeing all of the
activity. This staffer should be allowed to allocate at least 50% of his or her time to the task if search
spend (paid + organic) exceeds $500,000/year. Using the conservative end of McKinsey's estimates -
20% improvement - this means that even a $1 million search budget (paid + organic) can cost justify this
new role (assuming the total annual employee cost is $100,000).
Takeaway 2: If you outsource all search marketing activity to external vendors, reorganize the vendor
portfolio to get all search activity to reside at one vendor. If this isn't possible for whatever reason (e.g.,
contractual obligations), require all of the vendors to operate in a coordinated manner. Assign
coordination duties to one vendor, which will serve as a "general contractor" for all search-related
activities (paid, organic, content marketing, analytics).
Expected Challenges: Lobbying for a new full-time position is always time-consuming, as is taking a
new approach to vendor management.
RESIST MOBILE AT YOUR OWN PERIL
Background: With phone and tablet internet usage officially overtaking PCs this year, a mobile strategy is
a must-have in every digital marketing portfolio.
Mobile had a monster year in 2014, book-ended by Facebook’s acquisition of What’s App for $22 billion
in February and Uber’s second fundraising round of $1.2 billion during the year in December. A steady
flow of venture investment dollars will fuel its continued rapid expansion. These factors contributed to
mobile emerging as a mainstream tactic for marketers.
And while it means marketers have yet another channel/tactic to contend with, it also offers new
opportunities. In a recent white paper, the Mobile Marketing Association advised: “Agile marketers who
see the opportunity, move first to embrace [mobile], and act analytically and rationally to test, learn,
and continually optimize their mobile execution will win. To the winners will come significant financial
spoils at the expense of mobile laggards – and all by using same ad spend budgets, but for better
results.”
Takeaway: Mobile marketing at even the most aggressive big company will remain a small percentage
(1% - 10%) of digital advertising spend. So making dollars available for mobile efforts won’t be a big
challenge. But, as a new tactic in the mix, learning curves will be steep, and characterized by iterative
test/measure/repeat cycles.
Expected Challenges: Every senior executive -- marketing or non-marketing or otherwise -- has a high-
performance smartphone or tablet these days, so mobile efforts are high profile and ripe for scrutiny.
4. PREPARE TO ACTIVATE A 'MULTICHANNEL MARKETING' INITIATIVE
Background: Multichannel marketing is one of the most frequently discussed topics among digital
marketing executives these days. But given its relative newness, you still have time to get out ahead of
the pack if you make a move in early 2015.
At the Gilbane Conference this month in Boston, 40% of the 35 breakout sessions had 'multichannel' in
its title. A friend of mine who heads up a global digital agency told me that 75% of the RFPs he's
reviewed during the second half of this year had 'multichannel' in their title. Though a common
definition of exactly what multichannel is doesn't seem to exist, the concept has most definitely arrived.
In broad terms, multichannel digital marketing strategies define an organization’s plans to communicate
with constituents across myriad online channels (website, search, social, mobile), as well as how to re-
purpose content among those channels. (For example, this article will be posted on LinkedIn in entirety,
summarized on our blog, and Tweeted about several times.)
Multichannel strategies can also extend to offline marketing tactics and interactions – such as in-store
promotions. The inclusion of offline along with online in the multichannel discussion is sometimes
referred to as ‘omnichannel’ marketing. So a company like New Balance or Burger King needs to
consider websites, mobile apps, TV advertisements, retail shops, and stores in their multichannel
strategies, as well as the unique geographies and demographics they serve. It gets complicated fast, and
isn't easy to execute.
Takeaway: Be prepared to be asked about your multichannel marketing strategy by non-marketing
managers, as it’s become that pervasive. If you haven't already, begin familiarizing yourself with the
multichannel landscape by launching a product- or campaign-specific effort, and go from there.
Expected Challenges: Multichannel marketing is near impossible to plan for and execute across an
entire marketing organization at a large company or a sizable business unit ($500M+ in sales).
(Note: for a more detailed discussion on multichannel, including a list of do's and don't's to consider,
check out Multichannel Content Marketing Is Your Next Challenge: Here’s How to Overcome It at
eContent Magazine.)
REVISIT YOUR EMAIL MARKETING STRATEGY
Background: David Carr of the New York Times explained the revival of email newsletters in his recent
article, For Email Newsletters, A Death Greatly Exaggerated. He says: "Newsletters are clicking because
readers have grown tired of the endless stream of information on the Internet." We agree.
Email newsletters lack luster. Compared to high-flying digital marketing categories like social media and
mobile, email seems like a relic in comparison. But they are quietly on the upswing, and can pay big
dividends when done well. To wit: a Gigaom Research study found that U.S. digital marketers named
email the most effective tool for awareness, acquisition, conversion and customer retention. Even
consumer feelings about email are improving, according to a recent survey by Forrester, especially when
communiques are tailored and personalized.
5. Takeaway: A multifaceted digital marketing operation that is already generating a steady flow of
original content can launch or expand email newsletter initiatives without an extraordinary effort. The
approach should rely on two broad tactics: 1) As a community-building and nurturing tool aimed at
current customers, partners, investors, and even friends and family; and 2) As a more stereotypical
direct marketing tactic for acquisition efforts. Assuming that no marketing manager wants to feature an
email newsletter as a shiny new concept during this year's strategy sessions, we recommend a quiet
launches of new efforts (or re-launches).
Expected Challenges: The cornerstone of high performing email newsletters are homegrown, opt-in
mailing lists, which take time to build. However, many companies have dormant lists that can be
revived, but this needs to be pursued carefully, so as not to disrupt other digital marketing efforts,
such as organic search.
ABOUT THE AUTHOR
Tim Bourgeois is a partner at East Coast Catalyst, a Boston-based consulting firm specializing in
delivering digital marketing and media audits to corporate clients. He’s also the founder of
ChiefDigitalOfficer.net, a community of senior professionals whose responsibilities intersect
strategy, marketing, technology and innovation. Contact him at tbourgeois (at)
eastcoastcatalyst.com or 617-341-6400, or follow him on Twitter @ChiefDigOfficer.