Slides from my class on "Business Model and Strategy" in the Strategy MBA course at Aarhus BSS, Aarhus University (Sep 2014).
Key takeaways:
- business model describes the essence of business in simple terms;
- business model is different from and complementary to strategy;
- business model affects firm’s performance.
This slideshow is for the business entrepreneur considering how to create a business model. It is an overview of business strategy, industry analysis and creating value in your business model.
At its essence, creating a product strategy is building a sound hypothesis of how you’ll win in the market. In this presentation, I examine the core areas of product strategy (target customers, meeting their needs, unit economics and competition) and look at how to build a winning product strategy.
Slides from my class on "Business Model and Strategy" in the Strategy MBA course at Aarhus BSS, Aarhus University (Sep 2014).
Key takeaways:
- business model describes the essence of business in simple terms;
- business model is different from and complementary to strategy;
- business model affects firm’s performance.
This slideshow is for the business entrepreneur considering how to create a business model. It is an overview of business strategy, industry analysis and creating value in your business model.
At its essence, creating a product strategy is building a sound hypothesis of how you’ll win in the market. In this presentation, I examine the core areas of product strategy (target customers, meeting their needs, unit economics and competition) and look at how to build a winning product strategy.
In this part, we define and classify marketing research and set out a six-step marketing research process. We discuss the nature and scope of marketing research and explain its role in decision support system.
A marketing plan should be a formal written document, not recalled from memory or something scribbled on a napkin. To take your business to the next level requires preparing a written marketing action plan.
I. Define product management.
II. Discuss the constituents of a product.
i.Examine the significance product elements.
III. Evaluate the role of product packaging in consumers’ buying decisions.
IV. Evaluate four product-growth decisions.
V. Use techniques for product management.
This Brainmates presentation seeks to answer the question "What is product management?"
This presentation investigates this important strategic role and illustrates its responsibilities and functional applications.
A useful reference for people working in product management or who are interested in a career in this field.
** About Brainmates:
Brainmates is an Australian based business that has is championing the important role that Product Managers perform in delivering a product's that are loved by their customers and deliver a return on investment to the businesses that provide them.
Brainmates trains coaches and supported Product Management Professionals in all kinds of industries and business sizes. Contact the team on +61 1800 272 466 to see if we can help your products and business.
** Connect with Brainmates online:
Visit the Brainmates WEBSITE: http://bit.ly/1lQ51mE
Like Brainmates on FACEBOOK: http://bit.ly/2c0RVaO
Follow Brainmates on TWITTER: http://bit.ly/2bNhKft
Brainmates - Product Management Training and Expertise
Basic Concept of Strategy & Strategic Management Djadja Sardjana
“If you don’t know where you are going, any road will take you there.”~The Qur’an
“Management’s job is not to see the company as it is . . . but as it can become.”~John W. Teets
Focused differentiation strategy - strategic management - Manu Melwin Joymanumelwin
A focused differentiation strategy requires offering unique features that fulfill the demands of a narrow market.
Some firms using a focused differentiation strategy concentrate their efforts on a particular sales channel, such as selling over the Internet only.
Measure Your Way to Success by Sephora's former Dir. of ProductProduct School
Product management is about creating change. Metrics are the guideposts that help us ensure that the changes we make are leading to the results we want. They let us forecast, provide early warning signals, and create incentives for action.
In this talk Meghan Cochran talked about designing good metrics, gaining alignment among a broad range of stakeholders, and communicating progress effectively. She discussed the trade-offs of looking at rates & ratios vs absolute numbers, and talked about funnels, cohorts, and other fascinating and exciting measures of success.
Collaboration is not an option. Everything is available to everyone. Your business needs strategies for competitive advantage. This presentation helps you to start thinking in the direction.
The gap between subscriber response and engagement
The gap between mobile and desktop click and CTO rates
The gap between smartphone, desktop and tablet purchases
In this part, we define and classify marketing research and set out a six-step marketing research process. We discuss the nature and scope of marketing research and explain its role in decision support system.
A marketing plan should be a formal written document, not recalled from memory or something scribbled on a napkin. To take your business to the next level requires preparing a written marketing action plan.
I. Define product management.
II. Discuss the constituents of a product.
i.Examine the significance product elements.
III. Evaluate the role of product packaging in consumers’ buying decisions.
IV. Evaluate four product-growth decisions.
V. Use techniques for product management.
This Brainmates presentation seeks to answer the question "What is product management?"
This presentation investigates this important strategic role and illustrates its responsibilities and functional applications.
A useful reference for people working in product management or who are interested in a career in this field.
** About Brainmates:
Brainmates is an Australian based business that has is championing the important role that Product Managers perform in delivering a product's that are loved by their customers and deliver a return on investment to the businesses that provide them.
Brainmates trains coaches and supported Product Management Professionals in all kinds of industries and business sizes. Contact the team on +61 1800 272 466 to see if we can help your products and business.
** Connect with Brainmates online:
Visit the Brainmates WEBSITE: http://bit.ly/1lQ51mE
Like Brainmates on FACEBOOK: http://bit.ly/2c0RVaO
Follow Brainmates on TWITTER: http://bit.ly/2bNhKft
Brainmates - Product Management Training and Expertise
Basic Concept of Strategy & Strategic Management Djadja Sardjana
“If you don’t know where you are going, any road will take you there.”~The Qur’an
“Management’s job is not to see the company as it is . . . but as it can become.”~John W. Teets
Focused differentiation strategy - strategic management - Manu Melwin Joymanumelwin
A focused differentiation strategy requires offering unique features that fulfill the demands of a narrow market.
Some firms using a focused differentiation strategy concentrate their efforts on a particular sales channel, such as selling over the Internet only.
Measure Your Way to Success by Sephora's former Dir. of ProductProduct School
Product management is about creating change. Metrics are the guideposts that help us ensure that the changes we make are leading to the results we want. They let us forecast, provide early warning signals, and create incentives for action.
In this talk Meghan Cochran talked about designing good metrics, gaining alignment among a broad range of stakeholders, and communicating progress effectively. She discussed the trade-offs of looking at rates & ratios vs absolute numbers, and talked about funnels, cohorts, and other fascinating and exciting measures of success.
Collaboration is not an option. Everything is available to everyone. Your business needs strategies for competitive advantage. This presentation helps you to start thinking in the direction.
The gap between subscriber response and engagement
The gap between mobile and desktop click and CTO rates
The gap between smartphone, desktop and tablet purchases
75 content marketing examples — new and old.
Companies of various sizes, locations, and industries created these efforts and delivered them in a wide variety of formats. We hope they will give you a feel for the tremendous things brands can accomplish with content marketing — and inspire you to explore some new content marketing ideas of your own.
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4.Mercado Imobiliário na Internet - Exclusividade 2 - Diego Simon - VivaReal ...Guru do Corretor
Palestra realizada para o mercado imobiliário de Fortaleza, no Seminário de Marketing Imobiliário na Internet.
Evento pioneiro no Brasil realizado pelo portal imobiliário VivaReal.
Life cycle marketing for the automotive services industryCatalyst
Whether your goal is to increase ticket size, boost cross-sell, get customers to visit more often, or all the above, an effective life cycle marketing strategy can deliver the competitive difference you want.
Digital Marketing presentation PDF.pdf.pdfsumit941183
In the digital era, where technology and connectivity have become integral parts of our lives, businesses are increasingly turning to digital marketing to engage with their target audience, drive brand awareness, and boost sales. Digital marketing encompasses a wide array of strategies and techniques that leverage digital channels, platforms, and tools to reach and connect with customers in a meaningful way. In this comprehensive article, we will explore the key components of digital marketing, delve into various strategies, discuss emerging trends, and provide best practices to help businesses maximize their digital marketing efforts.
In today's fast-paced and ever-evolving digital world, businesses need to adapt and harness the power of digital marketing to stay competitive and thrive. Whether you're a budding entrepreneur, a seasoned marketing professional, or an aspiring digital marketer, understanding the fundamentals and latest trends in digital marketing is essential. In this blog, we will explore the exciting world of digital marketing and how DICS Institute can empower individuals and businesses to achieve remarkable success in the digital realm.
Digital Dynamo: Unveiling the Secrets of Profitable Online Marketingaditya322659
Digital marketing is a multifaceted approach to promoting products, services, or brands through various online channels to reach and engage a target audience. Unlike traditional marketing, which relies on offline methods such as print or TV advertising, digital marketing leverages the power of the internet to connect businesses with their audience. Here's a breakdown of what digital marketing entails and how it works:
At its core, digital marketing encompasses a range of online strategies, including search engine optimization (SEO), social media marketing, content marketing, email marketing, pay-per-click (PPC) advertising, and more. These methods collectively aim to increase brand visibility, attract potential customers, and drive conversions in the digital realm.
Tracking the customer journey is becoming more difficult. Today’s consumers engage brands on multiple platforms, often moving through several digital touchpoints before they are ready to buy.
Therefore, the concept of omnichannel marketing has risen, allowing businesses to embrace the change to address two critical aspects of modern marketing – technological innovation and customer experience.
A Pinpoint Systems Corporation white paper discussing how companies must transform from being about them to being about the customer by:
-Committing to a philosophical and cultural shift
-Centralizing the 360° view of customer information
-Enabling intelligent outreach
-Enabling intelligent dialog
To support organizations in making the transformation from a product- and channel- focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space to create the Marketing System of Record solution, powered by the efficiency of the IBM Enterprise Marketing Management platform.
The tracking features of the solution allow analysts to complete these tasks:
• Attribute customer actions to specific campaigns and target cells.
• Use campaign and response history for audience selection and segmentation.
• Compute standard campaign performance metrics.
• Automatically report those metrics, as well as emerging sales trends, to product managers and other stakeholders.
This is a short presentation on Digital Marketing which gives an overview of Digital Evolution, Traditional Marketing, the advantages and disadvantages of Digital Marketing, Search Engine Optimization SEO, Google Analytics, Social Media Marketing.
Importance of Digital Marketing in Today.docxanjalibhole1
In an increasingly digital and interconnected world, businesses need to adapt their marketing strategies to stay relevant and competitive. Traditional marketing approaches are no longer sufficient to reach and engage with today’s tech-savvy consumers. Enter digital marketing, a powerful and essential tool that has revolutionized the way businesses connect with their target audience. In this blog, we’ll explore the importance of digital marketing and why it has become an integral part of any successful marketing strategy.
Global Reach and Accessibility:
One of the primary advantages of digital marketing is its ability to transcend geographical boundaries and reach a global audience. Unlike traditional marketing methods that are limited to specific locations, digital marketing enables businesses to promote their products or services to anyone with an internet connection. Whether it’s through search engines, social media platforms, or email marketing, businesses can now engage with potential customers from around the world, expanding their reach and maximizing growth opportunities.
Targeted and Cost-Effective:
Digital marketing allows businesses to precisely target their desired audience. Through various tools and techniques, marketers can gather data on consumer preferences, behaviors, and demographics. This valuable information enables them to create personalized campaigns that resonate with specific segments of their target market. By targeting the right audience, businesses can optimize their marketing budgets and achieve a higher return on investment (ROI). Compared to traditional marketing channels such as TV or print advertising, digital marketing is often more cost-effective, making it accessible to businesses of all sizes.
Measurable Results and Analytics:
Digital marketing provides unparalleled insights into campaign performance and allows businesses to measure their marketing efforts accurately. With tools like Google Analytics and social media analytics, marketers can track metrics such as website traffic, conversion rates, engagement levels, and much more. This data empowers businesses to make data-driven decisions, optimize their strategies, and refine their marketing tactics for better results. The ability to analyze real-time data also enables marketers to quickly adapt and respond to changing market trends or customer needs, providing a competitive edge in the fast-paced digital landscape.
Enhanced Customer Engagement and Interaction:
Digital marketing offers numerous channels for businesses to engage and interact with their customers. Social media platforms, email marketing campaigns, live chat support, and personalized content are just a few examples of how businesses can foster meaningful connections with their target audience. By actively engaging with customers, businesses can build brand loyalty, gather feedback, and gain valuable insights to improve their products or services. This direct line of communication helps busin
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
Traditional Marketing vs Digital Marketing seo company coimbatore EzioSolutions1
Ezio is a leading SEO company in Coimbatore, India.
Rank your website in Google. Ezio Solutions one of the best Search Engine Optimization (SEO , Mobile SEO, ECommerce SEO) Company Coimbatore with proven Methodologies & Techniques.
BEST SEO COMPANY IN COIMBATORE- TURN YOUR WEBSITE TRAFFIC INTO REVENUE
We at Ezio, best SEO Company in india have the track record to prove it and turn your strategies that connect with your brand and toss-up your winning chances.We have verified accomplishment with businesses over industries and niches.
The report offers to marketers 25 open, click-through, list churn and mobile metrics to help you see where you rank, delivering more visuals so you can better understand the data, and sharing more observations to help you improve your marketing programs.
Relatório de Publicidade Digital | 2o Trimestre 2015Alexandre Pallota
Este relatório aborda diversas informações da indústria de publicidade digital com insights focados no universo do Marketing em mecanismos de busca.
Os tópicos incluem:
- Insights sobre os negócios de busca e display do Google
- Efeitos na alteração do algoritmo do Google (também chamado de Mobilegeddon)
- Gastos com mecanismos de busca, taxas de clique (CTR) e custo por clique (CPC) em diferentes regiões, mecanismos de busca e dispositivos
- Quão diferente são os comportamentos e as métricas de busca nos diversos tipos de dispositivo
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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.
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
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
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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
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.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. 11
Digital marketing is fundamental to businesses’ success
in today’s modern era of engagement marketing.
Promoting brands, products, and services online
and through mobile applications is quickly becoming
table stakes. So as a marketer, you must get on board.
But online advertising is just the tip of the iceberg.
Marketers have to dig deep into today’s vast and intricate
cross-channel world to discover the most impactful
strategies required to build a thriving business.
Search engine optimization, pay-per-click advertising,
and conversion rate optimization techniques work
in tandem to demystify consumer behaviors, capture
customers’ attention, and turn people into loyal buyers
over time. No digital marketing campaign should
be without these critical activities.
Let’s dig into the concept of digital marketing
and how to be successful in today’s modern,
complex business landscape.
INTRODUCTION
3. Today’s consumers are multi-device and
multi-channel, doing the majority of their own
research online before they even step foot into
a store or speak to a sales person.
Buyers today are more empowered than ever
before. Within several seconds they can discover
anything they want to know regarding product
quality, availability, and value. Google Think
Insights found that 48% of consumers start their
inquiries on search engines, while 33% look
to brand websites, and 26% search within
mobile applications. Businesses have to be
ready and willing to engage with their customers
on every digital platform and device imaginable.
WHAT IS DIGITAL MARKETING
AND WHY IS IT IMPORTANT?
Digital marketing is the endorsement of goods, services,
and company brands through online media channels.
22
33% of consumers look
to brand websites to
start their inquiries
26% of consumers
inquire within
mobile applications
48% of consumers
start their inquiries
on search engines.
4. Engagement marketing is marketing that engages
people towards a goal, wherever they are. And
it’s marketing that is backed by both creative vision
and hard data. Finally, it’s marketing that allows
you to move quickly, shortening the amount
of time between an idea and its outcome, allowing
you to create more—and better—targeted programs.
Businesses can apply this type of campaign
to every stage in the customer lifecycle,
a term used to describe the various stages
consumers go through when interacting
with brands. In the past, marketers have relied
on the consistent chronology of the customer
lifecycle, from brand awareness, to the first
purchase, and eventual brand loyalty. From
an engagement marketing perspective, digital
marketing techniques go beyond simply keeping
companies connected to consumers based
on past, predictable behaviors. Digital marketing
creates meaningful relationships between
businesses and consumers regardless of where
or when a customer interacts with a brand.
Engagement Marketing Relies
on Understanding:
• The customer as an individual
• The customer’s job, hobbies, and actions
• How to connect with customers seamlessly
across channels and devices
• The ideal outcome of every customer interaction
• Where customers spend their time both
online and offline
APPLYING DIGITAL ELEMENTS
TO ENGAGEMENT MARKETING
Engagement marketing is the art of creating meaningful interactions with
people, based on who they are and what they do, continuously over time.
33
5. APPLYING DIGITAL ELEMENTS
TO ENGAGEMENT MARKETING
Tracking individual behavioral metrics online,
including past purchases, searches, page
views, and more, yields useful information
for businesses to apply to digital marketing
strategies. By eliminating the need to make
sweeping assumptions about sizable demographics,
which would result in much more general and
less effective campaigns, engagement marketing
personalizes brand experiences. As a result,
customers feel more welcome, appreciated,
and valued by businesses, thus improving the
chances these individuals will become brand
loyalists and advocates.
With digital marketing added to the marketing
mix, engagement with consumers becomes
more consistent and continuous throughout
the customer lifecycle because campaigns are
optimized to be omni-channel. This means they
exist in more than one format for customers
to easily view via mobile, desktop, or tablet
throughout the day. An omni-channel approach
increases the likelihood a customer will respond
positively to a campaign’s call-to-action.
Digital and engagement marketing go hand-in-hand,
each one complimenting the other and enhancing
campaign results.
Let’s go through some of the channels and tactics
you can use in your digital marketing campaigns
to get found, engage, and move your buyers
to become customers.
In this ebook, we will go over:
• PPC advertising
• Retargeting
• SEO
• Mobile apps and ads
• Personalization
∞ Ensure we are the chosen vendor
∞ Send updated contract to decision maker
∞ Institute recommended package and walk
through purchase
∞ Review contract & legal languages
∞ What levers are needed to incentivize the buyer
∞ Long term contracts and start dates
∞ Recommend best package
∞ Include additional services
or support
∞ Talk about timing,
stakeholders, and levers
that secure incentives
∞ Narrow the decision down
PRICING &
PACKAGING
CALL OVERVIEW
ENABLEMENT
& SUPPORT
∞ Customer stories from
similar customers
∞ Review launch packs
∞ Additional support or
standard support
∞ Re-visit competition and
the stakeholders involved
BUYING &
NEGOTIATION
09
YOU MADE IT! YOU’VE GOT WHAT IT TAKES TO NAVIGATE, NOW GET OUT AND WIN!
44
6. GETTING STARTED WITH PPC
These targeted ads show up in customers’ search
engine results or on websites visited. Marketers
pay a fee to a website owner or search engine only
when a user clicks an ad. This method, according
to WordStream, accounts for 64.6% of ad clicks.
To create a successful PPC campaign,
businesses need to establish highly focused,
particular keywords and phrases in both their
ad copy and on their company websites
across all channels. Base your keyword
choices on company priorities, products,
brand messaging, and competitive insight.
Destination URLs, or landing pages, need to be
optimized with relevant keywords and phrases
used in the ad copy for PPC to be successful.
In terms of digital marketing, these keywords
and phrases can be determined by using Google’s
Keyword Planner, or similar tools, which provide
the most popular search queries related to your
keyword terms. Shorter terms and phrases are
more mobile-friendly and should be prioritized.
Similar to engagement marketing, pay-per-click (PPC) models rely on data
gleaned from individuals’ online behavior. The PPC model is used in digital
marketing to boost website traffic by delivering highly relevant advertisements
to consumers online.
55
7. GETTING STARTED WITH PPC
Testing in PPC
In order for your PPC ads to be successful, you
need to always be testing. Companies can test
their PPC ads and landing pages using A/B testing,
which involves creating two different versions
of an ad and seeing which one converts.
Items that marketers should test include:
• Tone of voice
• Key words
• Types of offers
• Calls-to-action
• Headlines
• Links
• Mobile versions of content
These tests will let marketers know if their digital
PPC strategy should continue as-is, or if retargeting
may be necessary to increase conversion rates.
66
8. THE POWER OF RETARGETING
By tracking past interests, purchases, level
of buying intent, and overall engagement, even
anonymous prospects who have visited your
website can be retargeted based on their location,
industry, company size, targeted list, or behaviors.
The result is better performing ads, stronger ROI
from your advertising spend, and the ability
to nurture customers with a consistent, cross-
channel experience.
Retargeting works only when businesses are
able to successfully track who visits their sites
and how they got there. With a platform like
Marketo Ad Bridge, marketers integrate a greater
amount of data into retargeting efforts for both
anonymous and known site visitors. For anonymous
visitors, those that the company has no contact
information or concrete names, marketers can
send messages based on IP address location,
industry, product interest, buying intent, and
much more. For known visitors, previous levels
of engagement, current buyer stage in the customer
life cycle, and specific needs based on company
profiles are incorporated into targeted ads.
Your audience expects an increasingly personalized experience online.
By tracking how customers engage with your brand across multiple channels,
using a marketing automation or a personalization tool, you can serve your
audience with personalized ads on multiple channels: such as additional
websites visited and social. This activity is called retargeting.
77
Buyer
visits your
website
Buyer responds to
your ad and returns
to your website
Buyer makes
a purchase
Buyer leaves
your website for
another website
Buyer sees your
ad on another
website
Buyer
9. OPTIMIZE WITH SEO
SEO isn’t a new term, though the concept and
its execution changes regularly as new devices
are introduced to consumers and people become
more adept at researching brands. Optimizing
content to rank high in online searches and
improve organic traffic requires in-depth industry
and keyword knowledge.
Marketers must harness the power of SEO
and apply it to their digital marketing campaigns,
keeping in mind the following concepts:
Look to Google Analytics
for the Best Keywords.
Most businesses base their SEO ranking on
Google, as this search engine holds 67% of
the market share. Google Analytics informs
businesses of the keywords most commonly
searched by consumers from particular industries
and demographics. Google Webmaster Tools
helps marketers identify click-through rates
of popular search terms from the previous
six months.
Title Tags and Meta-Descriptions
Influence Site Traffic.
A title tag defines the title of a website landing
page and tells internet users what information
a page offers. Meta-descriptions are tiny snippets
of content that provide extra insight into what
consumers can expect from a site. Every page
on a business’ site should have strong, relevant
title tags and meta-descriptions. Avoid piling
in too many keywords, which can overwhelm
search enginesand look like spam. Title tags
and meta-descriptions improve SEO rankings
and clickability.
Marketing Automation Software
Enhances SEO.
Platforms like Marketo’s SEO Tool helps companies
swiftly identify keywords that drive the most revenue
and opportunities for inbound marketing. It also
alerts marketers to inbound linking options based
on keywords online users search frequently.
While PPC and retargeting efforts are certainly valuable, the organic
online traffic earned through search engine optimization reigns supreme.
SEO is defined as increasing a website’s rank in online search results, and
thus its organic site traffic, by using popular keywords and phrases. Strong
SEO strategies are hugely influential in digital marketing campaigns,
as visibility is the first step to a lasting customer relationship.
88
67%
of SEO market share
is held by Google
10. SEO AND DIGITAL MARKETING
A Mobile Responsive Website is Crucial
to a Successful SEO Strategy.
In terms of engagement marketing, your content
needs to be accessible to consumers on all
mobile devices. Websites must be responsive,
altering interfaces and content for mobile devices,
as soon as a user visits a landing page. WebDAM
reported 57% of mobile users think poorly
of businesses that don’t have mobile-friendly
websites and Google’s algorithm is now highly
focused on mobile optimization.
Maintain a Level of High Quality Content.
Digital marketers must enhance their SEO
keyword strategy by consistently producing
engaging content and subsequently seeing that
content is distributed by other parties. Increasing
online visibility is important to improving SEO.
Make sure that you are creating quality content
that helps your readers—keyword stuffing will get
you nowhere. Impress site visitors with valuable
information, and marketers are sure to see their
sites pop up in more locations across the web.
99
of mobile users think poorly
of businesses that don’t have
mobile-friendly websites
57%
11. Mobile ads also have a huge return on investment
for brands, as 59% of mobile users find these
ads helpful. In fact, mobile ad revenue is expected
to reach $24.5 billion in 2016, and mobile
ads accounted for more than 60% of Twitter’s
ad earnings in 2015. In addition, Google reported
on average that 88% of mobile search ads led to
site visits that halted when the ads were removed,
though that percentage varies by industry. However,
every vertical observed in Google’s study, from
the automotive industry to retail, experienced
an incremental click rate of over 80%.
MOBILE APPS AND ADS
86% of a comsumer’s
time on a mobile
device is spent
in applications
45% of mobile
marketing campaigns
in the US offer apps
72% of consumers
with mobile devices
prefer mobile-friendly
websites
85% of smartphone
users prefer native
mobile apps over
mobile websites
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The power of mobile apps can’t be understated. Google found 72% of consumers
with mobile devices prefer mobile-friendly websites. Consumers spend 86%
of their time on mobile devices in applications, and 45% of all mobile marketing
campaigns in the U.S. offer apps for users to download. Native mobile apps
are preferred over mobile sites by 85% of smartphone users.
12. Marketers utilize data stored in their marketing
automation software, figures compiled from
previous purchase records, and predictive
analytics to give customers the most relevant
and unique experience. Because consumers
jump seamlessly between channels, all digital
and non-digital channels should provide
an element of personalization.
When built around specific wants, needs,
personalities, and actions, campaigns affect
consumers in more meaningful ways—delivering
exactly what they need when they need it.
Consider this example; a potential buyer comes
to your website from the healthcare sector.
You know that she is a healthcare provider
because you can look up her IP address.
Using a personalization tool you can serve
her specialized content, such as a video
addressing her needs and some customer
logos to show her that you work with her peers.
From there, she navigates off of your site and
goes to Facebook. Using a tool like Marketo’s
Ad Bridge, you can serve her personalized
healthcare ads based on what you know
about her industry. She then goes to another
website, and she sees the same, relevant
ads. Now she can’t keep you off of her mind
and she goes back to your site to consume
more content.
PERSONALIZATION AND
CUSTOMER ENGAGEMENT
Today, when consumers visit their favorite sites or log into social media profiles,
they can quickly find past purchases, reward points accrued, and receive
suggested products they may like based on likes, clicks, or reviews performed
in the past. Personalization tools allow businesses to provide website visitors
with these targeted, individual experiences, even before users sign
up or provide personal information.
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13. These devices fall within a concept called the
Internet of Things (IoT). Fundamentally, IoT
is the notion that any device that can be powered
on or off can also be connected to the internet.
IoT also refers to the intricate, expansive web
of connectivity between all electronic objects
and their users. To better illustrate IoT, Forbes
used the example of an alarm clock going off
in the morning. Not only could this clock wake
up a person, but it could also alert the coffee
maker in the kitchen to begin brewing a fresh pot.
While this alarm clock-coffee maker connection
may not be right around the corner in every
home, it’s definitely an indicator of where internet
availability is heading. To stay relevant, and one
step ahead of competitors, brands must have
multi-channel, multi-device strategies keeping
them connected to consumers wherever and
whenever consumers decide to go online.
Plus, think about all of the amazing data you
can get from wearables and other IoT devices?
The possibilities are truly endless for digital marketers.
THE FUTURE OF DIGITAL MARKETING:
THE INTERNET OF THINGS
Now that you have a good baseline on today’s digital marketing, what about
the future? One huge contributor to the increase in customer connectivity
is the flurry of new, wearable devices available to consumers today.
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14. 1313
Digital marketing across multiple channels offers
marketers valuable insights into target audience
behaviors, in addition to a myriad of opportunities
for consumer engagement. Customers are a businesses’
most important asset; every step of their journey, from
discovery through conversion and advocacy, should
be monitored and facilitated by the company. The
success of campaign strategies depend on metrics
compiled over time across digital platforms. Engagement
and digital marketing go hand-in-hand, and businesses
can use the tools outlined here to stay one step
ahead of their customers, moving above and beyond
the competition.
CONCLUSION