Brand building workshop exploring the relationship between search, strategy and branding, including exercises for workshop. Presented to the Texas CEO Magazine Boot Camp Saturday, September 17, 2016.
How to use certifications such as Hubspot Inbound, AdWords, Hootsuite and others to teach digital marketing from the Marketing Management Conference 2016
Components Of Digital Marketing StrategyCraig Feigin
A digital marketing strategy can bring outstanding success if implemented correctly either locally or globally. There are some components Of Digital Marketing Strategy which can make them stronger and effective.
http://craig-feigin.com/
Are you measuring what matters? If you want to improve your student recruitment strategy, data will give you the insights you need to optimize every stage of the admissions funnel.
Our webinar, Critical KPIs to Measure your School’s Digital Marketing Success outlines the key performance indicators (KPIs) that schools should be tracking from the moment a prospective student inquires, to application, and enrollment.
We hope this presentation will help you learn how to measure your digital marketing initiatives for maximum recruitment success
12 Winning Ways to Increase College Admissions GrowthPallab Kakoty
Comprehensive case study on improving conversions totaled with campaign audit, strategy evaluation & optimization schedules to upsurge BTech admissions for various Indian colleges.
How to use certifications such as Hubspot Inbound, AdWords, Hootsuite and others to teach digital marketing from the Marketing Management Conference 2016
Components Of Digital Marketing StrategyCraig Feigin
A digital marketing strategy can bring outstanding success if implemented correctly either locally or globally. There are some components Of Digital Marketing Strategy which can make them stronger and effective.
http://craig-feigin.com/
Are you measuring what matters? If you want to improve your student recruitment strategy, data will give you the insights you need to optimize every stage of the admissions funnel.
Our webinar, Critical KPIs to Measure your School’s Digital Marketing Success outlines the key performance indicators (KPIs) that schools should be tracking from the moment a prospective student inquires, to application, and enrollment.
We hope this presentation will help you learn how to measure your digital marketing initiatives for maximum recruitment success
12 Winning Ways to Increase College Admissions GrowthPallab Kakoty
Comprehensive case study on improving conversions totaled with campaign audit, strategy evaluation & optimization schedules to upsurge BTech admissions for various Indian colleges.
Maximizing the effectiveness of your student recruitment campaigns with Googl...Higher Education Marketing
This webinar demonstrates how, with just a few hours of work a week, online student recruitment professionals can use Google Analytics to drive continuous improvement in their campaigns, increasing lead generation, targeting prospective students more effectively, and seeing more accurate and measurable results.
How to create a Digital Marketing PlanEder Holguin
Step by step process to creating your digital marketing plan. Research, create, distribute, analyze and optimize. For more info or help with your digital marketing projects visit www.ederholguin.com
Your digital marketing plan and presentations are the way to In-depth understanding of E-commerce business, including Vendor Management, Product Management, Sales & Marketing, and Operations.
Email Marketing Strategy for Higher EducationInformz
This webinar is all about how to increase the reach of your messaging with email marketing, why having a multi-channel marketing strategy is important, and how to target the right person, with the right message, at the right time. You'll also learn tips for a successful emarketing program and examples from other schools.
This webinar shows your school how to best use tools such as Google Analytics and Google Search Console, as well as identify Key Performance Indicators (KPIs) that will help you evaluate the success of your recruitment efforts.
Taking you through each stage of the enrollment journey, this webinar demonstrates which metrics schools should be evaluating at every point in the funnel in order to best optimize their digital marketing campaigns.
We define key terms for measurement and optimization, ad placement and device performance, demonstrate optimal landing pages structure and detail the KPI’s you need to track your ad campaigns. Additionally, we outline what measurement tracking is required and show what types of results/ metrics you should be looking for as part of your Google Ads campaigns.
Manager's Guide to Social Media Marketing Growth Hack!Pallab Kakoty
Create write up to define content marketing strategy based on objective of online audience, what site they are visiting currently and what material they are offering to readers on their website. Identify keywords related to business and respective rankings on SERP.
Create responsive landing page to outline for index prefaces of business brochures. Define how to interact with web visitors & subscribers and what we plan to show with clarity by citing clients expectations from conversions.
Outline conversion strategy to collate leads from centralized digital user interfaces like landing pages, micro sites, social campaigns, hashtag campaigns, email campaigns and strategic advanced SEO techniques like holistic & barnacle SEO all in native contextual format.
How to Build an End-to-End Digital Marketing PlanAuthentia
Are you looking to increase sales? Do you want to implement the lowest-cost, highest-ROI strategies to do so? Then you need an end-to-end digital marketing plan.
In this webinar, you'll learn:
You'll see how we build roadmaps to get you from point A to point B.
You'll also understand the technologies that are required for implementation.
You'll learn how to launch and sustain ongoing digital marketing campaigns.
Understanding Digital Marketing with SEO, SERP, SEM, SMM, Content Marketing, ...Jaya Kumari
Slides cover complete guideline about the website highlightening in SERP and use of tools likeSEO, SEM, SMM. Introduction to SEO, Search Engine Marketing, Social Media channels to promote business or any website is clearly shown in the different slides. Even, the trends of Digital Marketing in 2017-2018 is also shown and the access of mobile phone in this generation which create a boon to Digital field.
Maximizing the effectiveness of your student recruitment campaigns with Googl...Higher Education Marketing
This webinar demonstrates how, with just a few hours of work a week, online student recruitment professionals can use Google Analytics to drive continuous improvement in their campaigns, increasing lead generation, targeting prospective students more effectively, and seeing more accurate and measurable results.
How to create a Digital Marketing PlanEder Holguin
Step by step process to creating your digital marketing plan. Research, create, distribute, analyze and optimize. For more info or help with your digital marketing projects visit www.ederholguin.com
Your digital marketing plan and presentations are the way to In-depth understanding of E-commerce business, including Vendor Management, Product Management, Sales & Marketing, and Operations.
Email Marketing Strategy for Higher EducationInformz
This webinar is all about how to increase the reach of your messaging with email marketing, why having a multi-channel marketing strategy is important, and how to target the right person, with the right message, at the right time. You'll also learn tips for a successful emarketing program and examples from other schools.
This webinar shows your school how to best use tools such as Google Analytics and Google Search Console, as well as identify Key Performance Indicators (KPIs) that will help you evaluate the success of your recruitment efforts.
Taking you through each stage of the enrollment journey, this webinar demonstrates which metrics schools should be evaluating at every point in the funnel in order to best optimize their digital marketing campaigns.
We define key terms for measurement and optimization, ad placement and device performance, demonstrate optimal landing pages structure and detail the KPI’s you need to track your ad campaigns. Additionally, we outline what measurement tracking is required and show what types of results/ metrics you should be looking for as part of your Google Ads campaigns.
Manager's Guide to Social Media Marketing Growth Hack!Pallab Kakoty
Create write up to define content marketing strategy based on objective of online audience, what site they are visiting currently and what material they are offering to readers on their website. Identify keywords related to business and respective rankings on SERP.
Create responsive landing page to outline for index prefaces of business brochures. Define how to interact with web visitors & subscribers and what we plan to show with clarity by citing clients expectations from conversions.
Outline conversion strategy to collate leads from centralized digital user interfaces like landing pages, micro sites, social campaigns, hashtag campaigns, email campaigns and strategic advanced SEO techniques like holistic & barnacle SEO all in native contextual format.
How to Build an End-to-End Digital Marketing PlanAuthentia
Are you looking to increase sales? Do you want to implement the lowest-cost, highest-ROI strategies to do so? Then you need an end-to-end digital marketing plan.
In this webinar, you'll learn:
You'll see how we build roadmaps to get you from point A to point B.
You'll also understand the technologies that are required for implementation.
You'll learn how to launch and sustain ongoing digital marketing campaigns.
Understanding Digital Marketing with SEO, SERP, SEM, SMM, Content Marketing, ...Jaya Kumari
Slides cover complete guideline about the website highlightening in SERP and use of tools likeSEO, SEM, SMM. Introduction to SEO, Search Engine Marketing, Social Media channels to promote business or any website is clearly shown in the different slides. Even, the trends of Digital Marketing in 2017-2018 is also shown and the access of mobile phone in this generation which create a boon to Digital field.
How to create a personal brand on LinkedIn including creating your profile, blogging, participating in groups, having a professional picture, completely filling out your profile, developing your summary.
Marketing budgets are more focused on digital spending than ever before. Academia lags behind in teaching these skills such as search, social, mobile and email marketing.. This study aims to help discover how academics can be best supported in this endeavor,
How to teach digital marketing from a strategic point of view, particularly focusing on paid and organic search, Google AdWords, Analytics, and the Google Online Marketing Challenge.
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
Carla Johnson of Type A Communications presented “Building the Beast: 5 Steps to Creating an Actionable Content Marketing Strategy” at the Business Marketing Association of Kansas City November meeting.
Marketing has changed significantly in the last few years. As the number and ways we can connect with customers continues to expand, so does our ability to listen, get feedback and respond. But there’s a difference between just pumping out content because technology now makes it easier and having something relevant to say. Today’s B2B marketers needs to know how content marketing feeds the new buyer’s journey and why you need a thoughtful strategy in place to drive the sales and marketing engine.
Smart marketers know they can’t do everything and be everywhere. But how do you determine your priorities? Developing a content strategy that tells a consistent story to a specific audience serves as the first step. But that strategy requires a relevant, contextual approach and sustainable storyline that reflects the social nature of business today.
During this presentation, Carla covered:
- Why a content strategy matters
- How it affects the success of a content marketing program
- Specific steps to create a content strategy
- What two questions to ask as soon as you leave this program
About the Speaker:
Carla Johnson, Principal, Type A Communications, helps companies tell better stories in order to build stronger brand awareness, create employee and customer engagement, align marketing with sales, and, ultimately, generate top-line revenue. She’s a consultant to the Content Marketing Institute, director on the international board of the Business Marketing Association, a frequent speaker, contributing author to the book, Advice from the Top: The Expert Guide to B2B Marketing, an Instructor for the Online Marketing Institute, and writes on the power of storytelling, content marketing, B2B marketing, and innovation for the Content Marketing Institute, Chief Content Officer magazine, CMSwire and other high-tech, industry and business audiences. Follow her on Twitter @carlajohnson.
Information for small business owners and brands looking for digital marketing trends in 2016. This presentation includes information about USA and Thailand statistics.
With the twitch of the internet and explosion of social media, B2B marketing and lead generation has changed intensely in the last few years.
In this case study, we’ve defined what has changed in the recent years and additionally, a few B2B marketing strategies to increase lead generation.
This presentation was delivered to a group taking a continuing education class in Calgary, Alberta on e-marketing at Mount Royal College. It is a holistic view of creating a complete digital marketing program for your organization from Awareness -> Education -> Sales Support -> Client Management.
The main point of the presentation was to develop an effective program, it is important to not forget allocating budget across this spectrum of the prospect/customer lifecycle.
Search And Success: How To Make Your Website, Content And SEO Pay OffMichael Hackmer
You know SEO, content and social media are important to your marketing because everyone keeps telling you they are. But what not enough marketers know is how to make those tactics actually pay off in increased leads, sales and ROI.
This presentation covers how to tie it all together with an information architecture and conversion strategy that will not only bring in more traffic, but help you turn more of that traffic into growth on the bottom line. Including how to:
- Identify your target audience and the messaging you need to reach them
- Build an information architecture that naturally enables SEO and social marketing
- Develop a content marketing library that wins business
- And, converting more visitors into leads, leads into sales, and sales into long-term ROI
Sponsored by LogMyCalls
The Presentation Agenda
1) Background (Terms, B2B And B2C Marketing Trends, SEO, ETC)
2) Consumer Trends Worth Noting
3) Identifying Your Customers
4) What Is Information Architecture And Why Is It Important?
5) SEO And Content Marketing That Wins Business
6) Measuring Results And Converting To Sales
7) Building Your Social Media Strategy
8) Time And Resource Management
Questions? Please contact Michael Hackmer, Found, Social Web Tactics, at: 703-362-1586. Email: michaelhackmer@socialwebtactics.com
Inbound marketing is a methodology that uses numerous types of pull marketing – content marketing, events, SEO, blogs, social media and that's only the tip of the iceberg – to pull in new business. As opposed to outbound marketing, where marketers endeavor to discover clients, inbound marketing wins the consideration of clients and makes the organization simple to be found.
Trends in B2B Marketing: Customer-Centric Websites: Successful Strategies to ...Hannah Flynn
Chances are, you’re under the gun to convert more leads from your website. To increase conversion, your site needs high-quality content, user-friendly navigation paths, and calls to action that appeal to your target customers. But how do you go about this? And wouldn’t it be great to see some real-world examples from B2B companies that are doing it successfully? Kellie de Leon, VP of marketing and strategy at B2B agency The Mx Group, works with marketers every day to help them create and execute customer-centric strategies and content that increase web engagement and conversion. In this webinar, she'll discuss how to make your website more customer-centric.
In this Slideshare, we explain:
+ Some context about how social media is transforming today’s business landscape
+ What social selling is
+ The social selling journey
+ The importance of content: content with intent
+ The benefits of social platforms and social management tools in engaging and influencing prospects and generating new business
How to Scale B2B Business Through MarketingMalhar Barai
This presentation was done as part of Netsavvies E-Marketing Summit. Here I share tips on how B2B brands can leverage marketing to scale their business
Social Listening in Practice: Social SellingBrandwatch
This paper, one of the Social Listening in Practice use case series, is going to show you how social selling will bring your business into the sights of the 81% of consumers who are undertaking pre-purchase research online right now.
This presentation teaches entrepreneurs and small businesses how to strategically market their company or organization from how to use the basic tools of marketing, to how to identify, create messages for, and deliver messages to target markets. Presented by Ellen Didier of Red Sage Communications, to the FastTrac class at Women's Business Center of North Alabama.
Learn how to teach web design using Adobe Spark and LinkedIn Learning tools. Students learn to work with images, text and video to create compelling websites quickly.
Learn how to use the Tableau industry resources to teach data visualization with Tableau in a course that also integrates an IBM big data badge and agile marketing concepts.
Encouraging students to conduct research beyond Google in an online courseSt. Edward's University
Learn how to integrate library resources into your classroom using point of need learning and problem based learning techniques to create information literacy.
Learn how to use Hootsuite, HubSpot Google Ads and Google Analytics in Teaching Digital Marketing. Understand how to integrate Google Analytics with Blogger for Engaged Learning.
How do we know they can apply anything? Assessing Digital Marketing CompetencySt. Edward's University
How do we know they can apply anything focuses on assessing digital marketing competency in the classroom to prepare students for the post covid workplace with blogging and email and search marketing.
An overview on the use of digital marketing techniques in 2016 including marketing automation, branding online, conversion and data management techniques.
It’s well known that creative communication and campaigns are important when it comes to gaining and maintaining customers. However, making the most of the analytics behind the consumer to truly optimize your digital and social marketing efforts may be a less familiar practice.
With an emphasis on data, “bleeding edge” researcher and thought leader Dr. Debra Zahay helps marketing professionals solidify and elevate their organization’s marketing strategies. In this session, Dr. Zahay will help you approach data from all angles, providing a firm understanding of its influence on your digital marketing strategy and what it means for your customer relationships.
Topics covered include:
• Leveraging data-driven digital marketing for your strategy
• Marketing analytics and your CRM
• Maximizing conversion using marketing data
An update for the Roberts and Zahay Internet Marketing textbook that tells of the role of the customer experience in mobile marketing and how to design and measure mobile programs.
Re-imagining Branding for the New B2B Digital Marketplace: Unless your brand, your products and your company can be found digitally through search, your product will not be successfully marketed. Much of the B@B consumers decision is now made before the search process begins. An overview of these changes and a research agenda are included in this presentation.
How to use LinkedIn for networking and career advancement. Educators can learn how to reinforce strategic concepts. LinkedIn is used as the cornerstone of a personal brand.
An update on the status of the Journal of Research in Interactive Marketing. We publish articles on search, social media, website design and usability and all aspects of digital and interactive marketing.
The results of a LinkedIn Exercise in Social Media Marketing at Aurora University in the Fall of 2013. Students maximized their LinkedIn Profiles using Strategic and Digital Marketing Principles and the advice of a LinkedIn Expert with the result that they felt more confident about their abilities in social media. Many of the adult learners received job interviews and offers as a result of optimizing their profiles.
The Journal of Research in Interactive Marketing promotes research in the field of interactive marketing including database technology, social media marketing, search, website design and usability testing. This deck is an update on the status of the Journal.
This presentation was given on October 12, 2013 at the Marketing EDGE Jacobs and Clevenger Casewriter's competition, where it received a Silver Award. The case outlines how to teach descriptive analytics, profiling and clustering for a fictional company.
Based on the concept of the learning organization and that learning may be the only true way companies can distinguish themselves, this presentation describes the capabilities, such as top management vision and data sharing, that the organization must have to mange customer information effectively.
How to get Published in the Journal of Research in Interactive Marketing: In...St. Edward's University
Learn about the Journal of Reseach in Interactive Marketing from Dr. Debra Zahay, Editor-in-Chief, at her recent MMA presentation 9/19/2013. Learn the Journal acceptance rate, major topic areas, how to get published.
How to get startedin multichannel marketing analytics, what is multichannel/omnichannel marketing, difference between multichannel and IMC, explosion in customer interaction touchpoints, measurement, attribution. Case studies from Coca-Cola, Burberry, M&Ms
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
1. Building Your Brand – An Interactive, Hands On
Workshop to Market Your Company
Dr. Debra Zahay Blatz,
Professor of Marketing, Chair, Marketing and Entrepreneurship
St. Edward’s University
Texas CEO Bootcamp
September 2016
2. Outcomes
• Understand the role of search in brand-building
today
• Understand how digital marketing and search
have impacted the B2B sales process
• Evaluate a website and processes to determine
what changes can be made to take advantage of
these developments
5. Teaching Specialties
• Undergraduate Marketing and Digital Marketing Minor
– Internet Marketing
– Social Media Marketing
– Marketing Strategy
• Graduate MBA
– Marketing in a Digital Environment
– Social Media Marketing
9. Starting Question: How has the
internet changed B2B Buying?
One Answer: 94% of purchase
decisions start with search!
10. 94 PERCENT OF B2B BUYERS
USE ONLINE RESEARCH
• 77 percent use Google search
• 84.3 percent check business websites
• 34 percent visit 3rd party websites
• 41 percent read user reviews
2014 State of B2B Procurement, Acquity Group
11. Search is a > 40 Billion Dollar
Industry
• Growth rate has been in double digits
• Job growth follows
14. MOBILE SEARCH OUTPACING
DESKTOP
• 2015: More than half of digital advertising spent on
mobile devices
• Facebook has 12% of the $186.8 billion global
digital-advertising up from 8.6% in 2014, according
to data firm eMarketer
• Google’s share is projected to decline to 31% from
35% two years ago)
• Facebook ad revenue Increased 57% in the first
quarter 2016
• Mobile ads (higher prices) were roughly four-fifths of
that revenue.
http://www.wsj.com/articles/facebook-
revenue-soars-on-ad-growth-1461787856
17. Digital Marketing is the
Responsibility of the Executive
Suite
• Only 8% of CMOs think their firms are digitally ready
• Only 30% of CEOs use social media
21. • Understanding and using context in content
marketing.
• Creating videos that make an impact on the video
driven web.
• Marketing to a mobile first audience.
• Changing sales tactics for an audience that is already
85 per cent through the sales journey.
• Humanizing marketing messages, ditching the jargon.
• Making the most of micro-moments, as people glance
at the web.
• Using influencers for successful campaigns.
• Reaching people who are opting out of marketing,
thanks to ad-blocking.
• Optimizing email marketing
• Understanding Big Data
http://fox.agency/w
p-
content/themes/fox
/reports/Fox-B2B-
Marketing-
Challenges-
Report.pdf
B2B Marketing Challenges 2016
25. MARKETING IS VALUE
CREATION AND CAPTURE:
CREATING FINANCIAL OR
OTHER VALUE FOR THE
MARKETER AND PERCEIVED
VALUE FOR THE CUSOTMER
26. Digital marketing can be
defined as:
Using any digital technology
to facilitate the marketing
process, with the end goal to
facilitate customer interaction
and engagement
33. The brand story trickles down
to content marketing
Brand Story
Content
Social Media Website Email Video Blog Mobile Search
Communications
Channels
Forthcoming,
Business Experts
Press
34. Brand Image
Brand Story
Brand Awareness
Brand Recognition
Brand Equity
High Search
Rankings
Branding Leads to Search
Rankings
Zahay, Digital Marketing Management
35. Set objectives for cross-
channels
Web
Objectives
Email
Search
Social
Mobile
37. Social Media Marketing Industry
Report
• 56% of B2B Marketers acquire new business
partnerships through social media
• 69% of B2B Marketers gathered industry insight
social media
• 78% of buyers of B2B products begin process
via a search engine
38. Social media platforms can
disseminate brand story
38
Key social
media
platforms
Video
Sharing
Photo
Sharing
Podcasts
Message
Boards
Blogging
Micro
Blogging
RSS Feeds
Widgets
Social
Networking
Chat
Rooms
42. Age of Consumer Empowerment
Much of the buying process takes place before
the first interaction with the vendor
Source: Marketo, Sirius Decisions, Forrester Research
The Purchase Journey Today
43. Age of Consumer Empowerment
Much of the buying process takes place before
the first interaction with the vendor
Source: Marketo, Sirius Decisions, Forrester Research, Fox Agency
The Purchase Journey Today
44. The New B2B Buying Process
Focuses on Search
Zahay, Schultz and Kumar, Journal of Brand
Strategy Vol. 3 Number 4, 2015
45. The Sales Funnel Has Changed
Zahay, Schultz and Kumar, Journal of Brand Strategy Vol. 3 Number 4, 2015
46. Exercise
1. Develop a list of what makes your company unique; what
value do you deliver?
2. How do your customers and prospects search for that
uniqueness? Be as specific as possible and incorporate
INTENT.
3. What is the brand story behind the value you create for
customers?
4. Using Google Trends and the keywordtool.io, develop a
list of keywords that might relate to your company and/or your
brand value.
5. How will you use these words across channels to develop
your brand?
6. What types of content must you create to reinforce your
brand image?
7. What types of sites would you like to link to you?
8. What would be a measurable outcome of these activties?
47. Supplemental Exercise
• Evaluate your company’s web site and mobile
applications. How well do these channels
convey your company’s brand image? What
about search terms? Are they appropriate?
What about content?
48. Questions?
• Dr. Debra Zahay-Blatz
Professor of Marketing, Chair, Marketing and
Entrepreneurship
St. Edward’s University
512 448 8645 (work)
630 300 8838 (cell)
• @zahay
• www.linkedin.com/in/drzahay
49. Thank you
St. Edward’s University
Thank you.
St. Edward’s University
Thank you.
St. Edward’s University
Thank you.
St. Edward’s University
Thank you.
St. Edward’s University