This presentation was delivered to attendees of the VT/NH Marketing Group business marketing seminar held in Lebanon, NH. It's a great package of actionable content for b2b sales and marketing professionals. Enjoy!
eBay's SEM example that proves worthless advertisingTitus Capilnean
This document summarizes research from a large-scale field experiment conducted by eBay on the effectiveness of paid search advertising. The study tested the impact of brand keyword advertising and non-branded keyword advertising. The results show that brand keyword advertising had no short-term benefits and almost all traffic and sales were captured by natural search when these ads were removed. For non-branded keywords, paid search advertising only had a small positive effect on new users and infrequent buyers, but no significant impact on more frequent buyers who account for most sales. On average, the returns from paid search advertising were negative for eBay.
Business Transformation: From a Printer to a Marketing Services ProviderinterlinkONE
This presentation was delivered by interlinkONE and Grow Socially's CEO John Foley, Jr.
During the presentation, John outlined steps that printers can take to transform their business to one that successfully offers marketing services.
John covers items such as:
- How to revamp your business and marketing plans
- How to effectively run self-promotional campaigns
- How to use social networking, SEO, and mobile marketing to increase brand awareness and demand
- How to train your sales staff to sell marketing services
- And More...
1) Facebook advertising spending is predicted to hit $4 billion in 2011, twice the amount spent in 2010. However, brands lack experience to evaluate campaign performance.
2) Webtrends analyzed over 11,000 campaigns and provided benchmarks for click-through rate, cost per click, cost per thousand impressions, and cost per fan.
3) Older users and women click more on ads. Certain industries see higher click-through rates. Friend endorsements increase clicks regardless of education level.
Measuring Marketing ROI: Pipedream or PossibilityBob Boucher
The document discusses measuring marketing return on investment (ROI) and outlines challenges in fully capturing ROI. It provides perspectives from industry experts that ROI should be linked to financial performance and cash flow. New approaches to marketing are also needed that move beyond traditional outbound messaging and focus on constant dialogue and relationships with customers.
The document discusses how the consumer decision journey has changed from a linear funnel process to a more circular one with four phases: initial consideration, active evaluation, closure, and post-purchase. It notes that consumers now have more brands under consideration during active evaluation compared to the traditional funnel model. The number of touchpoints during active evaluation that involve consumer-driven activities like reviews and word-of-mouth has also increased significantly. Finally, it argues that marketers need to align their strategies and spending with the different phases of the consumer decision journey in order to most effectively influence purchase decisions.
Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at Cust...interlinkONE
On June 23rd, 2011, interlinkONE and Grow Socially's CEO John Foley, Jr. presented "Multi-Channel and Cross-Media Marketing for Business" at CustomXM's Lunch and Learn.
This presentation covers best practices and strategies to help companies improve their marketing efforts through integrated, multi-channel efforts.
The document provides an overview of the evolution of web marketing from the early internet days to modern practices. It discusses the rise of banner ads, search engine optimization, search engine marketing, social media optimization, and how results are measured. Emerging areas like virtual worlds, mobile marketing, and geo-targeting are also covered. The document concludes by discussing careers in web marketing and how to get started in the field.
The document provides an agenda for a webinar on leveraging social media data mining. It introduces Jim Schwab from Alterian who will discuss why social media should be of interest to marketers and how to find the right tools to mine social media. It outlines that Schwab will cover listening to, learning from, engaging with, and participating in social media. He will also provide examples of how to leverage social media content.
eBay's SEM example that proves worthless advertisingTitus Capilnean
This document summarizes research from a large-scale field experiment conducted by eBay on the effectiveness of paid search advertising. The study tested the impact of brand keyword advertising and non-branded keyword advertising. The results show that brand keyword advertising had no short-term benefits and almost all traffic and sales were captured by natural search when these ads were removed. For non-branded keywords, paid search advertising only had a small positive effect on new users and infrequent buyers, but no significant impact on more frequent buyers who account for most sales. On average, the returns from paid search advertising were negative for eBay.
Business Transformation: From a Printer to a Marketing Services ProviderinterlinkONE
This presentation was delivered by interlinkONE and Grow Socially's CEO John Foley, Jr.
During the presentation, John outlined steps that printers can take to transform their business to one that successfully offers marketing services.
John covers items such as:
- How to revamp your business and marketing plans
- How to effectively run self-promotional campaigns
- How to use social networking, SEO, and mobile marketing to increase brand awareness and demand
- How to train your sales staff to sell marketing services
- And More...
1) Facebook advertising spending is predicted to hit $4 billion in 2011, twice the amount spent in 2010. However, brands lack experience to evaluate campaign performance.
2) Webtrends analyzed over 11,000 campaigns and provided benchmarks for click-through rate, cost per click, cost per thousand impressions, and cost per fan.
3) Older users and women click more on ads. Certain industries see higher click-through rates. Friend endorsements increase clicks regardless of education level.
Measuring Marketing ROI: Pipedream or PossibilityBob Boucher
The document discusses measuring marketing return on investment (ROI) and outlines challenges in fully capturing ROI. It provides perspectives from industry experts that ROI should be linked to financial performance and cash flow. New approaches to marketing are also needed that move beyond traditional outbound messaging and focus on constant dialogue and relationships with customers.
The document discusses how the consumer decision journey has changed from a linear funnel process to a more circular one with four phases: initial consideration, active evaluation, closure, and post-purchase. It notes that consumers now have more brands under consideration during active evaluation compared to the traditional funnel model. The number of touchpoints during active evaluation that involve consumer-driven activities like reviews and word-of-mouth has also increased significantly. Finally, it argues that marketers need to align their strategies and spending with the different phases of the consumer decision journey in order to most effectively influence purchase decisions.
Multi-Channel and Cross-Media Marketing for Business [John Foley, Jr. at Cust...interlinkONE
On June 23rd, 2011, interlinkONE and Grow Socially's CEO John Foley, Jr. presented "Multi-Channel and Cross-Media Marketing for Business" at CustomXM's Lunch and Learn.
This presentation covers best practices and strategies to help companies improve their marketing efforts through integrated, multi-channel efforts.
The document provides an overview of the evolution of web marketing from the early internet days to modern practices. It discusses the rise of banner ads, search engine optimization, search engine marketing, social media optimization, and how results are measured. Emerging areas like virtual worlds, mobile marketing, and geo-targeting are also covered. The document concludes by discussing careers in web marketing and how to get started in the field.
The document provides an agenda for a webinar on leveraging social media data mining. It introduces Jim Schwab from Alterian who will discuss why social media should be of interest to marketers and how to find the right tools to mine social media. It outlines that Schwab will cover listening to, learning from, engaging with, and participating in social media. He will also provide examples of how to leverage social media content.
The document discusses trends in internet usage and provides tips for businesses to effectively utilize their websites and email marketing. Some key points covered include:
- The total active web population worldwide is 452 million, with 174 million users from the US. Over half of users are between ages 25-49.
- Affluent online users, those with incomes over $100,000, represent 22% of total online users. They frequently use the internet for business, news, and travel information.
- Tips for businesses include integrating the website with other marketing, customizing content for different user segments, and using the website to enhance customer service.
- Email marketing is much cheaper than direct mail and expected
Do I really need Iinternet Marketing Budget ?thinkahead.net
The document discusses various internet marketing strategies such as banner ads, video marketing, social media marketing, email marketing, search engine marketing, and press releases. It provides tips for success with each strategy, noting things like using engaging content, ensuring relevance, and tracking effectiveness. Recommendations are given for developing an internet marketing plan that incorporates different strategies to achieve business goals.
IABC Arkansas: Multi-Channel Integrated Marketing - John Foley, Jr. [6/24/11]interlinkONE
The document discusses multi-channel integrated marketing and provides examples. It defines integrated marketing as coordinating all marketing communication tools within a company into a seamless program. It emphasizes building a marketing database and using different channels and media like print, social media, mobile, and more to engage audiences. The document also stresses measuring results to understand what approaches are most effective.
The document outlines John Foley's social media and marketing plans and strategies. It discusses shifting marketing approaches, creating marketing plans, identifying audiences, starting conversations, planning campaigns and measuring effectiveness. It also covers mobile marketing, social media strategies, content sharing, and tools for measuring engagement.
Presentation made at Wazzap? Lithuania by Meelis Ojasild from Altex internet marketing.
More info about Altex and internet marketing services:
http://www.altex.ee
This document provides an overview of a workshop on maximizing digital marketing efforts. The workshop covers topics like search engine optimization, analyzing website traffic, online advertising, and collaborative marketing strategies. Attendees can expect to learn about free SEO tools, best practices for search and website structure, claiming their business on directories, using analytics to understand traffic, the anatomy of search engine results pages, and metrics for evaluating online advertising. The goal is to provide strategies to increase traffic and engage customers across different digital channels in an integrated way.
The document provides an overview of email marketing best practices and list building strategies. It discusses the importance of list quality, email design guidelines, deliverability factors, and metrics for measuring performance. Key recommendations include following legal compliance, diversifying marketing approaches, and analyzing multiple metrics beyond open rates to fully understand list engagement. Speakers from ExactTarget, VerticalResponse and Salesforce provided examples and tips for effective email campaigns and cultivating subscriber lists over time through a variety of online and offline methods.
The document provides information about improving email communications for automotive dealerships. It discusses how email is still an important tool but the telephone is the "killer sales application." It warns that spam filters now more aggressively detect and block promotional emails. The document advises using specific email templates, avoiding trigger words, and maintaining good relationships with major internet service providers. Sample customer emails responding to dealership messages are presented to demonstrate both good and poor email practices and their impact on customers.
How Data, Relevance and Content are transforming B2B marketingMarketing Graham
This presentation is in 3 sections. How will data drive B2B marketing campaigns in the future? What's the impact of relevance based marketing? Why content will be essential in lead nurture and long sales cycles.
The document discusses various strategies for mobile marketing and viral marketing. It provides tips for mobile marketing, including developing useful applications, using shortcodes, and making websites mobile-friendly. It also discusses goals, tactics, and case studies for viral marketing campaigns, including calculating a communication dividend and examples from American Express.
This document provides an overview of search engine optimization (SEO) versus pay-per-click (PPC) advertising. It begins by discussing the growth of internet usage and search engines. It then explains that SEO and PPC are two forms of search engine marketing that aim to increase a website's visibility in search engine results pages. Specifically, SEO targets organic/natural results while PPC targets paid/sponsored results. The document hypothesizes that website profitability depends on traffic, which can be increased through SEO and PPC. It aims to determine which strategy is most effective at generating web traffic by analyzing 30 peer-reviewed articles.
This document contains information from a presentation on internet marketing. It discusses the online customer cycle, how to generate traffic through various online and offline channels, optimizing conversions by reducing friction and adding velocity, and leveraging word of mouth. The key aspects of the online customer cycle are that it has multiple entry and exit points, is multi-channel, and requires an integrated approach. Generating traffic can be done through search, social media, content marketing and more. Conversion is optimized by removing uncertainties from the user experience and adding trust. Data from analytics and user testing should be used to continuously optimize the website.
This document provides an overview of search engine optimization (SEO) best practices for getting started with an SEO campaign. It covers topics like keyword research, on-page optimization of title tags, meta descriptions, content, headings, images and navigation. It also discusses technical SEO factors such as canonical issues, XML sitemaps, and broken links. Additional tactics covered include link building, social signals, and SEO tools.
Your digital marketing strategy: Getting it right first timeGateway Media
Digital marketing strategies can help businesses effectively engage with customers. Some key strategies discussed include:
1. Using content management systems to easily update websites and manage customer information.
2. Implementing email marketing and social media campaigns to build brand awareness and engage with audiences.
3. Leveraging client relationship management systems to track customer interactions and improve business processes.
4. Utilizing paid search advertising and search engine optimization to drive traffic to websites.
The presentation provides an overview of developing a comprehensive digital marketing strategy to best promote a business online.
Search Engine Marketing and The Internet for Distributiontutubitika
Search engine marketing (SEM) involves promoting websites through paid advertising to increase visibility in search engine results pages. SEM incorporates search engine optimization techniques like adjusting website content to achieve higher organic search rankings. In 2012, North American advertisers spent $19.51 billion on SEM, with Google AdWords, Bing Ads, and Baidu being the largest vendors. SEM grew faster than traditional advertising in the 2000s. The document then discusses the history of search engines and paid inclusion, compares SEM and SEO, discusses ethical issues around SEM, and explains how the internet can be used for distribution.
El documento presenta una galería de imágenes del Club Deportivo Villalón de Campos que juega en la Segunda División Provincial Aficionado durante la temporada 2008-2009. Se muestran fotos del equipo durante partidos y entrenamientos en esa temporada.
Fabri-Trak is an acoustical fabric system that can be customized for walls and ceilings. It comes in standard thicknesses of 1/2, 1, and 2 inches but can be made in any thickness. The fabric can be applied to any substrate and is always changeable, allowing it to be redressed to refresh or repair the look. Fabri-Trak offers customization in virtually any shape and size with multiple thickness, profile, and infill options and can be installed with little wall preparation by in-house factory trained crews.
Welkom op de website van de bond van Hervormde Zondagsscholen op gereformeerde grondslag.
Op deze website, bestemd voor de leidinggevenden van de plaatselijke zondagsscholen, is al het materiaal te vinden wat door de bond van Hervormde Zondagsscholen wordt uitgegeven. Daarnaast zijn vanaf deze site diverse materialen, o.a. kerst- en paasprogramma’s en wervingsbrochures te downloaden die u voor plaatselijk gebruik kunt aanpassen. Ook is er aandacht voor de bladen Onze Hervormde Zondagsschool en het blad Kind & Evangelie.
De agenda van alle activiteiten van de bond en de streekbesturen zijn ook opgenomen op deze site. Ook informatie m.b.t. cursussen is direct beschikbaar met o.a. een overzicht waar de komende cursussen worden gehouden.
Daarnaast vindt u natuurlijk allerlei nieuws van de bond van Hervormde Zondagsscholen, de historie, het 75 jarig jubileum, nieuws van plaatselijke zondagsscholen en niet te vergeten informatie over de jaarlijkse actie.
Ook zijn er diverse links naar plaatselijke zondagsscholen opgenomen en kunt u zich persoonlijk inschrijven op de periodieke nieuwsbrief, waarin actueel nieuws zal staan m.b.t. nieuwe uitgaven en adviezen voor gebruik van materialen tijdens het zondagsschooluur.
Dr. K. Sampath Kumar is the principal of Sri Vijay Vidyalaya, a school in Hosur, Tamil Nadu, India. The document contains motivational messages emphasizing a positive approach when facing negative situations, and that with effort, one can overcome challenges and defeat cannot come from others, only from oneself if one does not try. It also stresses that effort is endless and can achieve goals.
The document discusses trends in internet usage and provides tips for businesses to effectively utilize their websites and email marketing. Some key points covered include:
- The total active web population worldwide is 452 million, with 174 million users from the US. Over half of users are between ages 25-49.
- Affluent online users, those with incomes over $100,000, represent 22% of total online users. They frequently use the internet for business, news, and travel information.
- Tips for businesses include integrating the website with other marketing, customizing content for different user segments, and using the website to enhance customer service.
- Email marketing is much cheaper than direct mail and expected
Do I really need Iinternet Marketing Budget ?thinkahead.net
The document discusses various internet marketing strategies such as banner ads, video marketing, social media marketing, email marketing, search engine marketing, and press releases. It provides tips for success with each strategy, noting things like using engaging content, ensuring relevance, and tracking effectiveness. Recommendations are given for developing an internet marketing plan that incorporates different strategies to achieve business goals.
IABC Arkansas: Multi-Channel Integrated Marketing - John Foley, Jr. [6/24/11]interlinkONE
The document discusses multi-channel integrated marketing and provides examples. It defines integrated marketing as coordinating all marketing communication tools within a company into a seamless program. It emphasizes building a marketing database and using different channels and media like print, social media, mobile, and more to engage audiences. The document also stresses measuring results to understand what approaches are most effective.
The document outlines John Foley's social media and marketing plans and strategies. It discusses shifting marketing approaches, creating marketing plans, identifying audiences, starting conversations, planning campaigns and measuring effectiveness. It also covers mobile marketing, social media strategies, content sharing, and tools for measuring engagement.
Presentation made at Wazzap? Lithuania by Meelis Ojasild from Altex internet marketing.
More info about Altex and internet marketing services:
http://www.altex.ee
This document provides an overview of a workshop on maximizing digital marketing efforts. The workshop covers topics like search engine optimization, analyzing website traffic, online advertising, and collaborative marketing strategies. Attendees can expect to learn about free SEO tools, best practices for search and website structure, claiming their business on directories, using analytics to understand traffic, the anatomy of search engine results pages, and metrics for evaluating online advertising. The goal is to provide strategies to increase traffic and engage customers across different digital channels in an integrated way.
The document provides an overview of email marketing best practices and list building strategies. It discusses the importance of list quality, email design guidelines, deliverability factors, and metrics for measuring performance. Key recommendations include following legal compliance, diversifying marketing approaches, and analyzing multiple metrics beyond open rates to fully understand list engagement. Speakers from ExactTarget, VerticalResponse and Salesforce provided examples and tips for effective email campaigns and cultivating subscriber lists over time through a variety of online and offline methods.
The document provides information about improving email communications for automotive dealerships. It discusses how email is still an important tool but the telephone is the "killer sales application." It warns that spam filters now more aggressively detect and block promotional emails. The document advises using specific email templates, avoiding trigger words, and maintaining good relationships with major internet service providers. Sample customer emails responding to dealership messages are presented to demonstrate both good and poor email practices and their impact on customers.
How Data, Relevance and Content are transforming B2B marketingMarketing Graham
This presentation is in 3 sections. How will data drive B2B marketing campaigns in the future? What's the impact of relevance based marketing? Why content will be essential in lead nurture and long sales cycles.
The document discusses various strategies for mobile marketing and viral marketing. It provides tips for mobile marketing, including developing useful applications, using shortcodes, and making websites mobile-friendly. It also discusses goals, tactics, and case studies for viral marketing campaigns, including calculating a communication dividend and examples from American Express.
This document provides an overview of search engine optimization (SEO) versus pay-per-click (PPC) advertising. It begins by discussing the growth of internet usage and search engines. It then explains that SEO and PPC are two forms of search engine marketing that aim to increase a website's visibility in search engine results pages. Specifically, SEO targets organic/natural results while PPC targets paid/sponsored results. The document hypothesizes that website profitability depends on traffic, which can be increased through SEO and PPC. It aims to determine which strategy is most effective at generating web traffic by analyzing 30 peer-reviewed articles.
This document contains information from a presentation on internet marketing. It discusses the online customer cycle, how to generate traffic through various online and offline channels, optimizing conversions by reducing friction and adding velocity, and leveraging word of mouth. The key aspects of the online customer cycle are that it has multiple entry and exit points, is multi-channel, and requires an integrated approach. Generating traffic can be done through search, social media, content marketing and more. Conversion is optimized by removing uncertainties from the user experience and adding trust. Data from analytics and user testing should be used to continuously optimize the website.
This document provides an overview of search engine optimization (SEO) best practices for getting started with an SEO campaign. It covers topics like keyword research, on-page optimization of title tags, meta descriptions, content, headings, images and navigation. It also discusses technical SEO factors such as canonical issues, XML sitemaps, and broken links. Additional tactics covered include link building, social signals, and SEO tools.
Your digital marketing strategy: Getting it right first timeGateway Media
Digital marketing strategies can help businesses effectively engage with customers. Some key strategies discussed include:
1. Using content management systems to easily update websites and manage customer information.
2. Implementing email marketing and social media campaigns to build brand awareness and engage with audiences.
3. Leveraging client relationship management systems to track customer interactions and improve business processes.
4. Utilizing paid search advertising and search engine optimization to drive traffic to websites.
The presentation provides an overview of developing a comprehensive digital marketing strategy to best promote a business online.
Search Engine Marketing and The Internet for Distributiontutubitika
Search engine marketing (SEM) involves promoting websites through paid advertising to increase visibility in search engine results pages. SEM incorporates search engine optimization techniques like adjusting website content to achieve higher organic search rankings. In 2012, North American advertisers spent $19.51 billion on SEM, with Google AdWords, Bing Ads, and Baidu being the largest vendors. SEM grew faster than traditional advertising in the 2000s. The document then discusses the history of search engines and paid inclusion, compares SEM and SEO, discusses ethical issues around SEM, and explains how the internet can be used for distribution.
El documento presenta una galería de imágenes del Club Deportivo Villalón de Campos que juega en la Segunda División Provincial Aficionado durante la temporada 2008-2009. Se muestran fotos del equipo durante partidos y entrenamientos en esa temporada.
Fabri-Trak is an acoustical fabric system that can be customized for walls and ceilings. It comes in standard thicknesses of 1/2, 1, and 2 inches but can be made in any thickness. The fabric can be applied to any substrate and is always changeable, allowing it to be redressed to refresh or repair the look. Fabri-Trak offers customization in virtually any shape and size with multiple thickness, profile, and infill options and can be installed with little wall preparation by in-house factory trained crews.
Welkom op de website van de bond van Hervormde Zondagsscholen op gereformeerde grondslag.
Op deze website, bestemd voor de leidinggevenden van de plaatselijke zondagsscholen, is al het materiaal te vinden wat door de bond van Hervormde Zondagsscholen wordt uitgegeven. Daarnaast zijn vanaf deze site diverse materialen, o.a. kerst- en paasprogramma’s en wervingsbrochures te downloaden die u voor plaatselijk gebruik kunt aanpassen. Ook is er aandacht voor de bladen Onze Hervormde Zondagsschool en het blad Kind & Evangelie.
De agenda van alle activiteiten van de bond en de streekbesturen zijn ook opgenomen op deze site. Ook informatie m.b.t. cursussen is direct beschikbaar met o.a. een overzicht waar de komende cursussen worden gehouden.
Daarnaast vindt u natuurlijk allerlei nieuws van de bond van Hervormde Zondagsscholen, de historie, het 75 jarig jubileum, nieuws van plaatselijke zondagsscholen en niet te vergeten informatie over de jaarlijkse actie.
Ook zijn er diverse links naar plaatselijke zondagsscholen opgenomen en kunt u zich persoonlijk inschrijven op de periodieke nieuwsbrief, waarin actueel nieuws zal staan m.b.t. nieuwe uitgaven en adviezen voor gebruik van materialen tijdens het zondagsschooluur.
Dr. K. Sampath Kumar is the principal of Sri Vijay Vidyalaya, a school in Hosur, Tamil Nadu, India. The document contains motivational messages emphasizing a positive approach when facing negative situations, and that with effort, one can overcome challenges and defeat cannot come from others, only from oneself if one does not try. It also stresses that effort is endless and can achieve goals.
A great package of actionable content for b2b sales and marketing professionals. This presentation was delivered at the VT/NH Marketing Group seminar titled 'Back to School for B2B Marketing' in Lebanon, NH.
The document summarizes the evolution of list fulfillment systems over four generations from manually intensive processes to more automated online systems. In the first generation, brokers would request counts from managers who would contact service bureaus. Counts were provided on paper and the process was error-prone. The second generation saw the introduction of the List Order Fulfillment System (LOFS) in 1976, which allowed online counts. However, disparities in service bureau technologies remained a challenge. The third generation saw some systems move online but capabilities were still limited. The fourth generation saw widespread adoption of online list fulfillment systems utilizing modern database technologies, allowing counts to be provided more quickly and easily.
This document provides an overview of a diploma course in digital marketing. It includes information about assessments, assignment deadlines, and references. The course covers topics like online and traditional marketing concepts, environmental factors impacting online plans, and digital media evolution. Students are asked to consider questions about various companies and digital marketing strategies.
The document discusses integrating online marketing into local marketing strategies. It provides an overview of digital marketing opportunities for local businesses, including search, display ads, mobile, and social media. It emphasizes the importance of analytics, testing, and optimizing campaigns based on data. Local case studies demonstrate how businesses can build awareness, generate leads, and increase retention through integrated online and offline efforts.
NetCentered Marketing: Leveraging Your Website for ResultsElement Three
Learn how to leverage the investment you have made in your website and how to integrate your offline marketing efforts with your website. Integrated are specific action items for how you can enhance the effectiveness of your website.
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.
Ask an Expert: How to Measure the Effectiveness of Your branding CampaignsTinuiti
This document summarizes a presentation by CPC Strategy experts on measuring the effectiveness of branding campaigns. It discusses setting goals, understanding target audiences, exploring branding channels like search and display ads, audience segmentation, and attribution modeling. Attribution is important for branding campaigns not expected to convert immediately. Brand lift measurement and Google Trends can also help measure branding impact over time relative to categories and competitors. Questions are taken at the end about improving digital brand measurement strategies.
NetCentered Marketing: Leveraging Your Website for ResultsCirrus ABS
Element Three and Cirrus ABS join forces to show businesses how to leverage the investment you have made in your website and how to integrate your offline marketing efforts with your website. Integrated are specific action items for how you can enhance the effectiveness of your website.
Hi Kristen,
I am sending you a presentation for my blog in two formats (PowerPoint, PDF). Use whichever suits you better. Please confirm receipt.
Thanks,
Alan
Digital marketing is the future according to Wolter Tjeenk Willink of Traffic Builders B.V. He discusses how online marketing trends are shifting budgets from offline to online channels like search and social media. He recommends taking a long-term, integrated approach to online marketing across channels rather than focusing only on short-term ROI. Companies should also engage with customers through social media and get other departments involved in online marketing efforts.
It can be an exciting thing, starting your own business. But like many others who have begun their own startup companies, it soon becomes apparent how daunting it can be to make the company a success, or even just to keep it going. For those that do have startup companies, it can be a tricky thing to market the business and make it grow. That can be said of any new business, but particularly of small startup businesses. To help, here are a few top tips in digital marketing to help you to grow your startup.
Multi-Channel Integrated Marketing involves coordinating all marketing communication tools, avenues, functions and sources within a company into a seamless program. The document discusses how to create integrated multi-channel campaigns through defining goals and audiences, choosing appropriate channels and media, and providing response options. It emphasizes building a marketing database and measuring results to improve effectiveness. Integrated marketing maximizes impact on customers by ensuring messages are relevant, timely and sent through preferred channels.
DLSU Manila Technical Digital Marketing GuideJomer Gregorio
March 17, 2017. De La Salle University Manila. I shared my hands-on experience in launching a digital marketing campaign that is compatible for small, medium and large business models.
I offered some technical guide that would allow students to explore the world of digital marketing in a strategic manner.
Thanks to JEMA (Junior Entrepreneurs’ Marketing Association) for inviting me. I hope to see you again soon.
Official pics: https://www.facebook.com/jomerbgregorio/posts/1582066558500957
The document provides an overview of implementing successful digital marketing campaigns. It discusses researching customers and competitors, developing objectives and key performance indicators, and implementing strategies across paid, owned and earned media channels. It also touches on tools for search engine optimization, analytics and testing to optimize campaigns and monitor results.
The document discusses how local businesses can take advantage of search engines and mobile technology for marketing. It notes that traditional advertising methods are declining while online searches are increasing. Specifically, it recommends that local businesses claim listings on search engines, optimize websites for searches, get customer reviews published online, and develop mobile and text messaging marketing to engage local customers. The company described offers services to help businesses set up these online and mobile presences to boost their visibility and drive more customers.
Blueliner - A Leading Digital Agency - 2010 Capabilities DeckArman Rousta
Blueliner is a reputable digital marketing agency based in New York, with presence in Asia, Latin America and Europe. We have built successful social, mobile and search campaigns for hundreds of clients. Attached is Blueliner's 2010 capabilities and case study deck.
Planning your 2020 Digital Marketing BudgetMilestone Inc
This document provides a summary of a webinar about planning digital marketing budgets for 2020. The webinar included discussions on setting business goals, website strategy, key mobile technologies, search industry trends, and recommendations for SEO, paid marketing, analytics and budgeting. Presenters provided tips on integrating marketing and sales, developing buyer personas, optimizing for voice search and speed on mobile, and taking an omnichannel approach to digital advertising through audience segmentation and personalization.
Matt Dodds of Brandthropology presents his framework for marketing and distinguishing your brand at the June 10 2010 Media Maven Lunch sponsored by Common Good Vermont and CCTV Center for Media & Democracy.
Watch the video presentation here: http://www.cctv.org/watch-tv/programs/find-your-zag-branding-fundamentals-brandthropology
Social Media Dashboarding by Scott Wilder and semphonicEdelman Digital
This document discusses social media dash boarding and measurement. It introduces Gary Angel and Scott K. Wilder as experts in social media analytics. It outlines challenges in measuring social media, including culling relevant data, classifying data by topic and sentiment, and providing business context. Examples of social media dashboards are provided to illustrate tracking metrics, competitors, influencers, and site performance. The key takeaways are applying the three C's of culling data, classifying data, and providing business context.
This document discusses social media dash boarding and measurement. It introduces Gary Angel and Scott K. Wilder as experts in social media analytics. It outlines challenges in measuring social media data and proposes focusing on the three C's: culling relevant data, classifying data by topic, sentiment, source and impact, and providing context by linking metrics to business issues. Examples of social media dashboards are provided to illustrate visualization techniques for competitive analysis, tracking influencers, and measuring site performance and marketing efforts.
Similar to Back to school for b 2-b marketing (20)
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Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
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2. Back to School for B2B Marketing 9:30 A.M. Introductions 9:45 A.M. B-2-B Marketing Defined 10:00 A.M. Where You Want to Be 10:30 A.M. How You Get There 12:15 P.M. Lunch & Networking 1:00 P.M. Performance Management 1:30 P.M. Open Discussion & Networking
6. B2B Marketing Defined Discussion – What Is? Botanical vs. Architectural Emotional vs. Logical Sales Process Full Control |-------------------------------------------------------------| No Control
7. B2B Marketing Defined Define B2B B2B:describes transactions between businesses (manufacturers, wholesalers, retailers, service providers). B2C, B2G, B2I (fine lines) Question: is the volume of transactions higher for B2B or B2C?
8. B2B Marketing Defined Webster’s Dictionary Define Marketing Marketing: 4 P’s Marketing is EVERYTHING!
10. Where You Want to Be Start with Vision Adds purpose and context Helps determine meaningful goals and objectives Keeps you on track Helps you say “No” Moves you closer to a leadership position
11. Where You Want to Be Formalizing Vision Needs to have: Purpose Buy In Simplicity
12. Where You Want to Be Goal Setting for B2B Marketing (Exercise) Sample Vision: to be the leading brand for plasma cutting technology, online, offline, and around the world. Create one sales and marketing goal for this vision. Was it S.M.A.R.T.? Revise or re-create your marketing goal for this vision.
13. Where You Want to Be Account Rating A, B, C, Not in Business Blueprint for Growth
14. Where You Want to Be Account Categorization Acquisition Development Management Blueprint for Growth
15. Where You Want to Be Positioning based on strengths (personal/sales) Resource proclamation: powerful message that identifies you as a potential resource for addressing clients’ current challenges. Global version and situational versions Exercise: write down your top 3 individual strengths that could add value for your clients and prospects.
16. Where You Want to Be Positioning based on differentiation (company) Emphasis on value of uniqueness Commoditization of weaknesses List company strengths List problems you solve Work in reverse by asking questions (S. P. I. N. -- issues based)
22. How You Get There Question: What is the top reason for why a purchasing manager would lose his or her job? First responsibility: keep the business up and running efficiently. Secondary: keep costs down Sales leaders don’t get side-tracked by price
23. How You Get There CNC - CC = PV CNC = Opportunity Costs + Actual Costs + Hidden Costs (Problems and Implications) CC = Financial + Organizational + Emotional Sales leaders don’t get side-tracked by price
34. How You Get There Broadcast – What people do while watching TV Source: Frank N. Magid Associates, 2009
35. How You Get There Email Marketing Which of the of the following do you consider SPAM? Emails of an offensive subject matter Emails from senders who are unknown to me Emails that are filtered into the junk mailbox Emails that intend to trick me into opening them Any email I receive that I did not ask for or subscribe to 71% 76% 45% 83% 73% Source: Epsilon 2009; 2010 Statistical Fact Book, Direct Marketing Association
36. How You Get There Email Marketing Don’t ‘over-personalize’
37. How You Get There @ Email Marketing Trends Top 5 trends to watch (best practices): Simple, uncluttered templates Strong call to action Social media integration Personalized, dynamic content Email preference management Source: http://www.strongmail.com/resources/whitepapers/industry-studies-and-reports.php
39. How You Get There Search Engine Optimization What percentage of marketers have their own web site? What percentage of marketers use organic search engine optimization to improve their rankings on Google, Yahoo! and Bing? 99% 86% Source: Association of National Advertisers (ANA), 2009
40. How You Get There Search Engine Optimization + Patience Focus: PR + RR + TR
41. How You Get There Direct Mail Volumes How many direct mail pieces were sent last year? What percent of total USPS volume did that account for? How many catalogs were mailed last year? Was that more or less than ten years ago? The most catalogs ever mailed in history – what year? 91.3B 52% 13.6B Less (14.4B in 1999) 2007: 19.6B Source: 2010 DMA Statistical Fact Book, Direct Marketing Association; USPS
42. How You Get There Direct Mail Marketing What is the most important DM tool in your prospecting strategy? Discount or price offers Targeted creative copy Targeted prospect lists Offer timing Other 11% 15% 60% 7% 7% Source: Chief Marketer 2010 Prospecting Survey
51. How You Get There Importance of Mobile 6.8 BB World Population 1.3 BB PC Users How many mobile? 4.6 BB Mobile Users Source: eMarketer, 2009; supported by ABI; BITKOM; Informa; ITU; US Census Bureau, December 2009
53. How You Get There Mobile Marketing Breakdown Source:eMarketer, Yankee Group, Strategic Analytics, Nielsen Mobile, Coda, comScore, and JP Morgan Estimates
54. How You Get There Going Mobile ‘not just phones’ Source: comScore Reports March 2010 U.S. Mobile Subscriber Market Share
66. How You Get There Web Site Review Morse Data and Datamann announce webinar demos for Ignored Software. “Our two companies realized that there are users of the PCS software solution that have just had their worlds turned upside down” said Datamann Co-Owner and Chief Operating Officer William Mann. “Both Datamann and Morse Data have been providing our customers with exceptional service for over 30 years and it’s hard to imagine what this must be like to the PCS users”, said Mann.
68. How You Get There Web Site Review – Who’s the photography expert?
69. How You Get There Web Site Review – Who’s the snowboarder? 9/16/2010: Logic Supply was awarded with one of the fastest growing companies within the technology sector for Vermont. Our Sales Manager, Jeremy Hudson (celebrating his 5th year with the company), accepted the award on behalf of Logic Supply.
70. How You Get There Web Site Review – Who’s the publishing guru?
81. How You Get There Now Customer Forgot to turn the torch off Beer CFO Meeting Expense Report Defrag Quota Proposal Customer Complaint Kerf Boss Quota CRM Task Management System Source: overworked and overwhelmed sales representative, 2010.
82. How You Get There CRM Cheat Sheet Campaigns Leads Accounts Contacts Opportunities Forecasts Reports Cases Solutions Products Tasks Documents Contracts Sales & Marketing Integration Source: http://www.salesforce.com
83. How You Get There Campaigns Leads Accounts Contacts Opportunities Forecasts Reports Cases Solutions Products Tasks Documents Contracts Customer mindset -- tools for everything else. Source: http://www.salesforce.com
91. How You Get There Sales Calls What not to do (we… p.u.k.e) …. caution resource proclamation What to do (issues based, asking questions)
92. How You Get There Quantify value #, $ Example: How much time is spent removing dross from the plasma cutting process? Labor cost Opportunity cost Implications
93. How You Get There What’s important to the company stakeholders? Economic Decision-makers (define objectives first) Not all the same (cost focus vs. cash focus, vs. ROI vs. strategic) Don’t stereotype the bean counter! NVP = ________________________
95. How You Get There Efficient closing documents Mail merge content (quantitative) Link account and contact information Link pricing fields and opportunity information Link standard terms and conditions Customized content (qualitative) Client logo Needs Benefits