Overview: The State of B2B Content Marketing IN NORTH AMERI CA
More. If one word could describe content marketing at the end of 2012, that would be it . According to the latest findings from the Content Marketing Institute and MarketingProfs, B2B marketers are spending more, using more tactics, and
distributing their content on more social networks than they have in years past. Unfortunately, there is also more uncertainty. B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
The document is a report on the state of B2B lead generation in 2021. It finds that most companies (66%) plan to increase spending on online lead generation in 2021 as the importance of digital channels has grown during the pandemic. Leaders in online lead generation, defined as those with good or excellent ROI from it, are more likely to be increasing their budgets (87% vs 67% of others). Leaders also generate a higher portion of their sales online (35% vs 28% for others) and are more likely to invest in marketing automation technology.
Consumer journeys are non-linear, affected by a multitude of factors. Are advertisers equipped to keep pace?
This report, based on exclusive new data, takes a deep look at how people shop today, before providing insight into the strategies modern retailers should adopt to take advantage.
Download the full report here for free: https://www.clickz.com/resources/the-era-of-ecommerce-capitalizing-on-the-new-customer-journey/
This document discusses how content marketing has become critical for most organizations' marketing strategies. It outlines how paid, owned, and earned media are blurring together in an evolving digital landscape. Content marketing, especially using online video and social media, can help integrate these different types of media across the customer lifecycle to increase impact and ROI. However, managing content across multiple online channels and platforms poses challenges around cost, time-to-market, and measurement. Cloud-based content services can help address these challenges by enabling efficient video delivery, app development, and cross-platform analytics.
Social media marketing planning guide for 2016Prayukth K V
The document provides guidance for social media marketing planning in 2016. It begins with a look back at trends from 2015, such as the continued growth of video consumption and user-generated content. It also discusses trends that will likely continue in 2016, such as increasing emphasis on real-time content sharing, influencer marketing, and shorter paths to purchase through social platforms. The document then provides tips and considerations for social marketers to focus on in 2016, such as benchmarking competitors' campaigns, investing in social analytics, and prioritizing community engagement over follower counts.
Digital Marketing Trends: 2018 Holiday Season - ClickZ/KenshooClark Boyd
Brand new research by ClickZ, in collaboration with Kenshoo, has identified the key trends among advertisers for this holiday season. With 46% of advertisers set to spend more than they did last year and a further 46% set to spend "at least the same amount", a host of new trends and tactics will play out over this vital ecommerce period.
This report will reveal a host of exclusive findings, including:
- Where - and how much - brands plan to spend this holiday season
- How and why plans have changed since 2017
- How digital marketing strategies differ across industries
- The role of Amazon Advertising over the holidays
- The new tactics advertisers are planning to employ, across search and social
Affiliate marketing has changed. It no longer works the same way today. If you want to know how to succeed with affiliate marketing in today's economy, then go through this presentation.
Overview: The State of B2B Content Marketing IN NORTH AMERI CA
More. If one word could describe content marketing at the end of 2012, that would be it . According to the latest findings from the Content Marketing Institute and MarketingProfs, B2B marketers are spending more, using more tactics, and
distributing their content on more social networks than they have in years past. Unfortunately, there is also more uncertainty. B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
The document is a report on the state of B2B lead generation in 2021. It finds that most companies (66%) plan to increase spending on online lead generation in 2021 as the importance of digital channels has grown during the pandemic. Leaders in online lead generation, defined as those with good or excellent ROI from it, are more likely to be increasing their budgets (87% vs 67% of others). Leaders also generate a higher portion of their sales online (35% vs 28% for others) and are more likely to invest in marketing automation technology.
Consumer journeys are non-linear, affected by a multitude of factors. Are advertisers equipped to keep pace?
This report, based on exclusive new data, takes a deep look at how people shop today, before providing insight into the strategies modern retailers should adopt to take advantage.
Download the full report here for free: https://www.clickz.com/resources/the-era-of-ecommerce-capitalizing-on-the-new-customer-journey/
This document discusses how content marketing has become critical for most organizations' marketing strategies. It outlines how paid, owned, and earned media are blurring together in an evolving digital landscape. Content marketing, especially using online video and social media, can help integrate these different types of media across the customer lifecycle to increase impact and ROI. However, managing content across multiple online channels and platforms poses challenges around cost, time-to-market, and measurement. Cloud-based content services can help address these challenges by enabling efficient video delivery, app development, and cross-platform analytics.
Social media marketing planning guide for 2016Prayukth K V
The document provides guidance for social media marketing planning in 2016. It begins with a look back at trends from 2015, such as the continued growth of video consumption and user-generated content. It also discusses trends that will likely continue in 2016, such as increasing emphasis on real-time content sharing, influencer marketing, and shorter paths to purchase through social platforms. The document then provides tips and considerations for social marketers to focus on in 2016, such as benchmarking competitors' campaigns, investing in social analytics, and prioritizing community engagement over follower counts.
Digital Marketing Trends: 2018 Holiday Season - ClickZ/KenshooClark Boyd
Brand new research by ClickZ, in collaboration with Kenshoo, has identified the key trends among advertisers for this holiday season. With 46% of advertisers set to spend more than they did last year and a further 46% set to spend "at least the same amount", a host of new trends and tactics will play out over this vital ecommerce period.
This report will reveal a host of exclusive findings, including:
- Where - and how much - brands plan to spend this holiday season
- How and why plans have changed since 2017
- How digital marketing strategies differ across industries
- The role of Amazon Advertising over the holidays
- The new tactics advertisers are planning to employ, across search and social
Affiliate marketing has changed. It no longer works the same way today. If you want to know how to succeed with affiliate marketing in today's economy, then go through this presentation.
Digital marketing techniques have evolved significantly since the 1990s with the growth of personal computers and the internet. Early digital marketing involved clickable banner ads (1994) and CRM software to track customer data. By the 2000s, customers began researching products online rather than consulting salespeople, requiring companies to adopt new digital strategies. Non-linear marketing now involves efforts across different platforms like search, social media, and content to maintain brand exposure and reach tailored audiences. Common online methods to build brand awareness include search engine optimization, search engine marketing, social media marketing, and content marketing.
Project on "Study on How digital marketing helps increasing web traffic?"RonshowBensy
This document is a project report submitted by Ronshow Bensy to study how digital marketing helps increase web traffic. It includes an introduction discussing digital marketing and its benefits. The objective is to identify different digital tools that increase web traffic and their economic impact. Both primary and secondary research methods were used, including interviews and collecting data from ecommerce companies. The study aims to analyze how digital marketing is a key element in boosting web traffic and improving visibility for online businesses. Limitations include reliance on industry data and changing consumer online behavior.
This document discusses digital marketing fundamentals. It begins with an introduction to Google and defines digital marketing. The main types of digital marketing are then described as pull marketing, where users seek out content, and push marketing, where marketers distribute messages. Several key digital marketing channels are also outlined, including SEO, social media, SEM, email marketing and mobile marketing. The advantages of digital marketing are noted as reach, measurement, interactivity and lower costs. Real-life examples of successful digital marketing by companies like Uber and Airbnb are provided.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
How covid-19 has influenced the field of marketing.
Businesses of all sizes have been affected by the health crisis, and everyone has had to adjust their thinking and approach, as well as the implementation of their marketing plans.
The digital marketing strategy targets teenage snowboarders through social media and infographics. It will create attractive content about Burton products for Facebook, Twitter and Instagram. This will increase Burton's followers and promote products to influence sales. The $50,000 budget will go towards creating videos, photos and an app, as well as Google AdWords. Tracking analytics will measure the campaign's success in improving winter sales.
This document discusses how digital asset management is key to effective content marketing in today's media landscape. It argues that digital asset management can provide three "tickets" to successful content marketing: integration, optimization, and accessibility. Integration refers to bringing together internal teams and external partners to collaborate on asset production. Optimization means streamlining workflows and facilitating connections between dispersed teams. Accessibility is about making assets easily searchable and usable for all relevant parties. The document advocates for digital asset management systems that provide these three features to help brands keep up with increasing demands for real-time, multi-channel content marketing.
Top 3 Content Marketing Trends For 2017 And BeyondPlan 5 d.o.o.
The document summarizes the opinions of 25 experts on the top content marketing trends for 2017 and beyond. Some of the most common trends predicted include:
- A focus on quality over quantity and more efficient content creation.
- Increased investment in visual content like video and emerging formats such as virtual reality.
- Marketers will need to better measure the impact of content and tie it to business metrics like demand generation.
Mainstay - Managing Digital Place IdentityMainstay
Brands need to manage their digital place identity to harness the power of location-based information and consumer interactions across social media platforms. As mobile device usage grows, consumers increasingly rely on location data and online reviews to find local businesses. However, most brands are missing opportunities to benefit from these social interactions by not tracking local feedback and managing inconsistencies in their listings across directories. Maintaining accurate local profiles can improve search visibility and drive more customers to physical locations.
2018 Holiday Season: Digital Advertising Trends - ClickZ/KenshooClark Boyd
In partnership with Kenshoo, ClickZ presents 'Digital Advertising Trends for the 2018 Holiday Season', a comprehensive
report based on a survey of more than 300 marketers identifying
specifically where brands will be spending, how this
spending differs from last year’s, and what new media formats are being utilized.
Within this report, we will delve beyond the surface
of product announcements to see what advertisers are
really prioritizing in their holiday spending plans.
How the consumer shift to online media channels is changing the marketing mix.
(All research is cited. Special shout out to Hubspot and Aberdeen Group, both great resources on the subject matter).
Third-Party Cookies Under Scrutiny - What Marketers Should Know and Do - Core...Core Audience
Recently, third-party cookies, the technology advertisers use to track consumer behavior across the Internet, have come under scrutiny by consumer advocacy groups, industry influences and government bodies. One of the most notable movements, The Do-Not-Track (DNT) initiative, aims to give consumers the power to control third- party tracking via a new universally accepted technical specification for declaring and managing data relationships between consumers and Web sites.
This document discusses the impact of digital marketing on business. It begins with an introduction to the history and growth of digital marketing. It then discusses 10 important digital marketing trends that will impact business in 2015, including the growing role of big data, mobile, content marketing, social media, multi-channel marketing, personalization, ad retargeting, visual content, data analytics, and collaboration across platforms. It also outlines both the positive and negative impacts of digital media on business, such as faster information, greater reach, new technology, and more options. The conclusion is that digital marketing can minimize costs while increasing product awareness, reach, and sales through more effective targeting.
Transact: eCommerce strategies & tactics to drive salesInsivia
eCommerce is predicted to hit $4.8 trillion by 2021 and continues to be a key strategy for product and service companies alike. Winning at eCommerce requires the combination of a smart go-to-market strategy, powerful platform, integrated demand generation, and constant optimization.
Community Marketing has been a key part of the marketing plans for many industries like auto manufacturers and tech firms. Yet 2020 dramatically changed how we interact with each other. Marketers who rely on building brand loyalty through communities now need a new chapter in their playbook… virtual communities.
In this Marketo User Group we’re lucky enough to have *two* different community leaders join our meeting this month. Mike Rizzo from Mavenlink started The MO Pros as a slack community and has evolved it into a growing audience for marketing. As one of its earliest adopters, Johnny Flannigan has seen its evolution in the way that members experience value from the community. Ashley Ward from LeanData started OpsStars as an annual awards program for B2B Revenue Operations leaders that is evolving into a burgeoning marketing community.
About The MO Pros
In Marketing Operations, one of the largest independent virtual communities is The MO Pros. Over 1,500 digital marketers sign into their website at www.TheMOPros.com to interact with other members on everything from Marketo advice, to career options, to marketing and strategy guidance.
About OpsStars
OpsStars is the only Community dedicated to the field of B2B Revenue Operations. We bring together Ops professionals to share ideas and successes on topics around implementing complex go-to-market strategies, aligning revenue teams, driving organizational growth, and career development.
Subjects include:
- The Value in Community Marketing: The rise of Marketing through Virtual Communities and what it means for your brand
- Branded Community Guides: Ways that you and your business can contribute to great communities
- Customer Experiences: How to create valuable experiences to attract and maintain relationships with your customers when they’re in your community
This Direct/Interactive Marketing Proposal was developed for IMC 616 - Direct Marketing at West Virginia University.
This proposal was designed with the objectives to increase carryout business without decreasing delivery business, and to increase the amount of orders being placed through the Domino's mobile app. The proposal focuses on the following target audiences: (1) 18-24 population (2) Households with children (3) Young Professionals and (4) Groupon members.
BrightonSEO 2014: SEO In the Bigger Picture Richard Kirk
The document discusses how owned media will become increasingly important for brands over the next two years. It argues that brand experiences and communication are converging, so owned channels that companies control directly, like websites and social media, will be prioritized over paid and earned media. The key to success will be using owned media's three pillars: content marketing and strategy, technology optimization, and data and reporting. This "owned first" approach places owned media at the heart of multichannel marketing.
Digital Marketing Megatrends - Breaking Taboos and NormsGeorgiana Ghiciuc
It’s that time of the year again when we look back at 2017, gaze at the things that impacted the digital marketing scenario, and look ahead into what the future holds. We predict that 2018 will bring bigger, bolder changes to the world of digital marketing.
Break taboos and norms with our 10 digital marketing megatrends for 2018. Check them out, and you might have a chance of survival in the digital marketing “sharktank”.
The document provides an overview of digital marketing tactics that are effective for manufacturers, including search engine optimization (SEO), paid search, social media, email marketing, and website optimization. It emphasizes that manufacturers should develop digital resources like websites and use tactics like content marketing and remarketing to engage customers online. Additionally, the document recommends leveraging platforms like LinkedIn, Google Analytics, and marketing automation to strengthen online presence and customer relationships.
Using the Jewelry industry, this deck explores numerous tactics and channels for growth-focused marketing. Read through a detailed marketing plan that dives into owned, earned and paid channels.
Digital marketing techniques have evolved significantly since the 1990s with the growth of personal computers and the internet. Early digital marketing involved clickable banner ads (1994) and CRM software to track customer data. By the 2000s, customers began researching products online rather than consulting salespeople, requiring companies to adopt new digital strategies. Non-linear marketing now involves efforts across different platforms like search, social media, and content to maintain brand exposure and reach tailored audiences. Common online methods to build brand awareness include search engine optimization, search engine marketing, social media marketing, and content marketing.
Project on "Study on How digital marketing helps increasing web traffic?"RonshowBensy
This document is a project report submitted by Ronshow Bensy to study how digital marketing helps increase web traffic. It includes an introduction discussing digital marketing and its benefits. The objective is to identify different digital tools that increase web traffic and their economic impact. Both primary and secondary research methods were used, including interviews and collecting data from ecommerce companies. The study aims to analyze how digital marketing is a key element in boosting web traffic and improving visibility for online businesses. Limitations include reliance on industry data and changing consumer online behavior.
This document discusses digital marketing fundamentals. It begins with an introduction to Google and defines digital marketing. The main types of digital marketing are then described as pull marketing, where users seek out content, and push marketing, where marketers distribute messages. Several key digital marketing channels are also outlined, including SEO, social media, SEM, email marketing and mobile marketing. The advantages of digital marketing are noted as reach, measurement, interactivity and lower costs. Real-life examples of successful digital marketing by companies like Uber and Airbnb are provided.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
How covid-19 has influenced the field of marketing.
Businesses of all sizes have been affected by the health crisis, and everyone has had to adjust their thinking and approach, as well as the implementation of their marketing plans.
The digital marketing strategy targets teenage snowboarders through social media and infographics. It will create attractive content about Burton products for Facebook, Twitter and Instagram. This will increase Burton's followers and promote products to influence sales. The $50,000 budget will go towards creating videos, photos and an app, as well as Google AdWords. Tracking analytics will measure the campaign's success in improving winter sales.
This document discusses how digital asset management is key to effective content marketing in today's media landscape. It argues that digital asset management can provide three "tickets" to successful content marketing: integration, optimization, and accessibility. Integration refers to bringing together internal teams and external partners to collaborate on asset production. Optimization means streamlining workflows and facilitating connections between dispersed teams. Accessibility is about making assets easily searchable and usable for all relevant parties. The document advocates for digital asset management systems that provide these three features to help brands keep up with increasing demands for real-time, multi-channel content marketing.
Top 3 Content Marketing Trends For 2017 And BeyondPlan 5 d.o.o.
The document summarizes the opinions of 25 experts on the top content marketing trends for 2017 and beyond. Some of the most common trends predicted include:
- A focus on quality over quantity and more efficient content creation.
- Increased investment in visual content like video and emerging formats such as virtual reality.
- Marketers will need to better measure the impact of content and tie it to business metrics like demand generation.
Mainstay - Managing Digital Place IdentityMainstay
Brands need to manage their digital place identity to harness the power of location-based information and consumer interactions across social media platforms. As mobile device usage grows, consumers increasingly rely on location data and online reviews to find local businesses. However, most brands are missing opportunities to benefit from these social interactions by not tracking local feedback and managing inconsistencies in their listings across directories. Maintaining accurate local profiles can improve search visibility and drive more customers to physical locations.
2018 Holiday Season: Digital Advertising Trends - ClickZ/KenshooClark Boyd
In partnership with Kenshoo, ClickZ presents 'Digital Advertising Trends for the 2018 Holiday Season', a comprehensive
report based on a survey of more than 300 marketers identifying
specifically where brands will be spending, how this
spending differs from last year’s, and what new media formats are being utilized.
Within this report, we will delve beyond the surface
of product announcements to see what advertisers are
really prioritizing in their holiday spending plans.
How the consumer shift to online media channels is changing the marketing mix.
(All research is cited. Special shout out to Hubspot and Aberdeen Group, both great resources on the subject matter).
Third-Party Cookies Under Scrutiny - What Marketers Should Know and Do - Core...Core Audience
Recently, third-party cookies, the technology advertisers use to track consumer behavior across the Internet, have come under scrutiny by consumer advocacy groups, industry influences and government bodies. One of the most notable movements, The Do-Not-Track (DNT) initiative, aims to give consumers the power to control third- party tracking via a new universally accepted technical specification for declaring and managing data relationships between consumers and Web sites.
This document discusses the impact of digital marketing on business. It begins with an introduction to the history and growth of digital marketing. It then discusses 10 important digital marketing trends that will impact business in 2015, including the growing role of big data, mobile, content marketing, social media, multi-channel marketing, personalization, ad retargeting, visual content, data analytics, and collaboration across platforms. It also outlines both the positive and negative impacts of digital media on business, such as faster information, greater reach, new technology, and more options. The conclusion is that digital marketing can minimize costs while increasing product awareness, reach, and sales through more effective targeting.
Transact: eCommerce strategies & tactics to drive salesInsivia
eCommerce is predicted to hit $4.8 trillion by 2021 and continues to be a key strategy for product and service companies alike. Winning at eCommerce requires the combination of a smart go-to-market strategy, powerful platform, integrated demand generation, and constant optimization.
Community Marketing has been a key part of the marketing plans for many industries like auto manufacturers and tech firms. Yet 2020 dramatically changed how we interact with each other. Marketers who rely on building brand loyalty through communities now need a new chapter in their playbook… virtual communities.
In this Marketo User Group we’re lucky enough to have *two* different community leaders join our meeting this month. Mike Rizzo from Mavenlink started The MO Pros as a slack community and has evolved it into a growing audience for marketing. As one of its earliest adopters, Johnny Flannigan has seen its evolution in the way that members experience value from the community. Ashley Ward from LeanData started OpsStars as an annual awards program for B2B Revenue Operations leaders that is evolving into a burgeoning marketing community.
About The MO Pros
In Marketing Operations, one of the largest independent virtual communities is The MO Pros. Over 1,500 digital marketers sign into their website at www.TheMOPros.com to interact with other members on everything from Marketo advice, to career options, to marketing and strategy guidance.
About OpsStars
OpsStars is the only Community dedicated to the field of B2B Revenue Operations. We bring together Ops professionals to share ideas and successes on topics around implementing complex go-to-market strategies, aligning revenue teams, driving organizational growth, and career development.
Subjects include:
- The Value in Community Marketing: The rise of Marketing through Virtual Communities and what it means for your brand
- Branded Community Guides: Ways that you and your business can contribute to great communities
- Customer Experiences: How to create valuable experiences to attract and maintain relationships with your customers when they’re in your community
This Direct/Interactive Marketing Proposal was developed for IMC 616 - Direct Marketing at West Virginia University.
This proposal was designed with the objectives to increase carryout business without decreasing delivery business, and to increase the amount of orders being placed through the Domino's mobile app. The proposal focuses on the following target audiences: (1) 18-24 population (2) Households with children (3) Young Professionals and (4) Groupon members.
BrightonSEO 2014: SEO In the Bigger Picture Richard Kirk
The document discusses how owned media will become increasingly important for brands over the next two years. It argues that brand experiences and communication are converging, so owned channels that companies control directly, like websites and social media, will be prioritized over paid and earned media. The key to success will be using owned media's three pillars: content marketing and strategy, technology optimization, and data and reporting. This "owned first" approach places owned media at the heart of multichannel marketing.
Digital Marketing Megatrends - Breaking Taboos and NormsGeorgiana Ghiciuc
It’s that time of the year again when we look back at 2017, gaze at the things that impacted the digital marketing scenario, and look ahead into what the future holds. We predict that 2018 will bring bigger, bolder changes to the world of digital marketing.
Break taboos and norms with our 10 digital marketing megatrends for 2018. Check them out, and you might have a chance of survival in the digital marketing “sharktank”.
The document provides an overview of digital marketing tactics that are effective for manufacturers, including search engine optimization (SEO), paid search, social media, email marketing, and website optimization. It emphasizes that manufacturers should develop digital resources like websites and use tactics like content marketing and remarketing to engage customers online. Additionally, the document recommends leveraging platforms like LinkedIn, Google Analytics, and marketing automation to strengthen online presence and customer relationships.
Using the Jewelry industry, this deck explores numerous tactics and channels for growth-focused marketing. Read through a detailed marketing plan that dives into owned, earned and paid channels.
This document provides information on using various online marketing techniques to promote a business. It defines internet marketing and discusses popular methods like search engine optimization, online display advertising, email marketing, and social media strategies. For each method, tips and best practices are outlined. The document also covers trends in social media marketing, highlighting how platforms like Pinterest, Instagram, LinkedIn and video are growing in importance. The goal is to help businesses integrate online strategies into their overall marketing plan.
Study of Online Performance Marketing in China 2012: the Year in Review and l...GLG (Gerson Lehrman Group)
In 2012, the biggest buzz word in China’s digital marketing is undoubtedly “RTB” (Real-time Bidding). Since Google launched the DoubleClick Ad Exchange Platform in China in early 2012, it has brought drastic changes to the market in adopting real-time media transaction. In a recent research paper, IDC estimated that total RTB spending in China will increase significantly from USD21 million in 2012 to USD627 million in 2016 at a 145% CAGR.
iClick Interactive has conducted a study on China’s performance marketing landscape by analyzing the growth of the 4 main digital channels: search, display, video and mobile in recent years, and how each channel is evolving to become more performance-driven to suit marketers’ growing demand on ROI. The study has also shed light on how the China’s digital marketing landscape will evolve in 2013.
Ms inspire odr02_digital-marketing-growthChristi Olson
The document discusses how digital experiences and online searches are increasingly important parts of buyers' journeys, with 70% of buyers beginning their purchase process with an online search. It then provides tips and resources for using Microsoft tools like Bing Ads, the Digital Commerce and Campaign Network (DCCN), and LinkedIn Marketing Solutions to reach customers online at different stages of their purchase process and drive sales. Key statistics are presented on the growth of e-commerce and importance of having a comprehensive digital strategy to engage customers across online channels.
The New Marketing Paradigm: Moving from Push to PullBiznet Digital
Detroit, Michigan's Business Improvement Group (BIG) hosted this marketing seminar as part of the series "How to Attract and Retain Customers" on October 6th, 2010 at Automation Alley. Kevin Krason, CEO of Biznet Internet Solutions is the featured presenter.
Digital marketing involves promoting businesses using various online channels like the internet, mobile devices, television and radio. It focuses on strategies like search engine optimization, social media marketing, content marketing and lead generation. The digital marketing ecosystem consists of integrated channels like search engines, displays, social media and email, as well as integrated services like analytics, content management and digital strategy. Future trends in digital marketing include a focus on identity, entertainment and mobility as people increasingly access information on mobile devices.
Tendências em Marketing Digital no Ensino Superior - Marketing EducacionalRafael Villas B
This document summarizes the key findings of a survey on digital marketing trends in higher education in 2016. The survey found that digital channels are a high priority for most universities. Websites and social media were the most used channels in 2015 and will remain top priorities in 2016. Email also remains very effective. While budgets are constrained, nearly half of respondents expect budget increases in 2016. Student recruitment is the primary goal of digital marketing. Most universities take a hybrid internal/external approach. The document provides details on channel use and priorities, budgets, challenges, and regional recruitment focuses.
See PDF for our Q4 2014 Digital Media and Internet market update - an overview on M&A transactions, relevant public equities, and key investments in the space through the Horizon Partners lens.
We take a long-term approach to building relationships. If you'd like to discuss your business or the industry with our team, please reach us at contact@horizonpartners.com"
The output of a convert stage is the leads . About 60% of leads can be converted as Customers which enhances the field of digital marketing.Inbound Marketing is based on a funnel model.
The document discusses using social networks to leverage networking and drive business. It provides an agenda covering understanding relevancy, creating a social media plan, starting today, tools to use, assessing risks, learning more, and contact information. The document includes slides on various social media metrics and demographics. It emphasizes the importance of having a social networking plan, maximizing profiles and tools on sites like LinkedIn, and starting engagement on social networks today.
2015 MARKETING TRENDS FOR DELIVERING MULTI-CHANNEL CUSTOMER EXPERIENCESIO Integration
Marketing will never be the same again. Technology, integrated channels, real-time analytics, digital rights, and brand experiences now shape the conversations that companies have with their customers and the way they manage their content supply chain. The changes in the way we market, manage and monetize content have been so prolific over the last two years that over 80% of marketers believe it has changed more now than in the previous 6 decades. We’ll look at where content marketing is headed for 2015 and how technologies like DAM and CMS truly enable better brand communications, online and offline. Key topics include omni-channel content marketing, adaptive strategies, digital rights management, brand governance, and the role of inbound user generated content to drive contextual relationships and reinforce brand value. See how top brands are adapting and using multichannel marketing technologies to reach new prospects and win markets.
This document provides an overview of Microsoft's artificial intelligence capabilities and strategies for consumer and business customers. It discusses how AI will power 95% of customer interactions by 2025 and how the world's data will grow to 163 zettabytes annually by then. It also outlines Microsoft's focus on building AI solutions based on principles of trust, open collaboration, and ethical design. The document highlights some of Microsoft's cognitive services like speech, vision, and conversations and how these can be used to understand language, images, and customer interactions. It shares statistics on the large Bing and Microsoft advertising audiences and how AI-driven insights and new channels will drive additional revenue. The document outlines strategies for using Microsoft advertising platforms and AI to target
The Fundamentals of Digital Marketing - PUP Taguig PresentationJomer Gregorio
February 3, 2017. Polytechnic University of the Philippine Taguig City Metro Manila Branch.
I shared my first-hand experience and knowledge to some 40+ 4th year marketing students in the said university in their event named: Big BUZZ! Digital Marketing: Interlink with the Outside World.
I enjoyed sharing my presentation titled: The Fundamentals of Digital Marketing. I hope to see you again next time PUP!
Official pics: https://www.facebook.com/296595453714747/photos/?tab=album&album_id=1533647946676152
George Krautzel discusses driving lead generation through B2B communities. Toolbox.com has over 3 million monthly visitors across IT, HR, and finance communities, providing a platform for professionals to share knowledge. Trends show increasing consumption of user-generated content and acceptance of vendors participating in conversations. Tactics for lead generation include promoting assets to engage audiences, building a presence to listen to customers, nurturing leads within communities, and creating advocacy through customer champions. Social media requires continuous investment but can quickly engage audiences, while traditional campaigns directly tie funding to results but impact ends when campaigns end.
8 B2B Marketing Trends for 2013 from hawkeyeJohn Tedstrom
1) The document summarizes 8 B2B marketing trends for 2013, including getting back to basics in understanding customers, blending digital and physical marketing, focusing on quality over quantity of content, using social CRM effectively, increasing collaboration between marketing and sales, leveraging big data, and others.
2) Key aspects are understanding customer needs and buying journeys, engaging customers across channels with a seamless experience, telling compelling stories through varied visual content, integrating social tools with CRM, and collaborating closely between teams.
3) Many trends involve using customer data to personalize engagement across channels.
The Marriage of Traditional and Digital MarketingHileman Group
Weddings are fun, aren’t they? Especially when it’s for two equally important strategies in your life, like traditional and digital marketing. They are both special to your overall marketing mix, and you’re over the moon when they are happy and work well together.
But, coming from different backgrounds, how can we ensure marital bliss? In the following presentation, we identify common pitfalls and effective approaches to successfully transition current marketing tactics from traditional avenues to digital.
Successful digital marketing ROI measurement considers reach, engagement, and conversion metrics across channels. It also takes industry differences into account. Firms that quantify variables like costs, traffic, conversion rates, and customer lifetime value can make more profitable investment decisions. The study will analyze measurement practices through a survey of global digital marketing managers in different industries. Insights on best practices from platform features and case studies will also be considered to develop a benchmark for cross-industry comparison. Results may show variability in ROI calculation methods between industries but execution quality as the differentiating factor for successful companies.
HUBSPOT MEDIA PARTNER PROGRAM [INBOUND 2014] HubSpot
Do you ever wish the trade journals in your client’s industry knew the value of inbound marketing? Or that local news sites would run meaningful campaigns that combined inbound best practices and native advertising instead of just banner ads and pop ups? You would have a reliable traffic source. Lead quality would go up. Clients would be happier, faster. Attend this session to witness the launch of HubSpot’s Media Partner program. Melanie Collins, Sales Director for HubSpot’s Media Partner Program, and Peter Caputa, VP Sales at HubSpot, will explain how HubSpot’s Media Partners use inbound how HubSpot Agency Partners can leverage these pre-existing relationships with Media Partners to drive client results faster.
Similar to Marketing to the World in the Digital Age (20)
The document discusses building a modern sales engine. It covers defining sales roles like SDRs, account executives, and account management. It emphasizes that SDRs should focus on lead generation and pass qualified leads to account executives. The document also discusses important sales assets, tactics, and tools for SDRs like case studies, videos, LinkedIn, defining an ICP, email drip campaigns, and account-based marketing.
7 Tips to Get the Most Out of Your Outsourced Marketing FirmTribalVision
The document provides 7 tips for clients to get the most out of their relationship with an outsourced marketing firm: 1) Designate a single point person to manage the firm rather than a committee. 2) Prioritize developing a long-term marketing strategy before focusing on tactics. 3) Stay focused on executing the agreed-upon strategy without getting distracted. 4) Have internal staff write content drafts for the firm to refine rather than expecting the firm to write content. 5) Treat the firm with kindness rather than being overly demanding. 6) Provide an appropriate budget and resources for initiatives to succeed. 7) Reserve menial tasks for internal staff and have the firm focus on more sophisticated work.
Overview and excerpts of Chris Ciunci's recently published book, Marketing in the Trenches. Marketing in the Trenches discusses 25 practical and actionable tips for top-line business growth.
SEO Best Practices to Maximize your Google RankingTribalVision
This document summarizes an SEO presentation given by Chris Ciunci and Daniel Zayets-Volshin. The presentation covered topics like the evolving SEO landscape, on-site optimization best practices, link building strategies, Google+ best practices, and 5 tips to implement. It provided details on how meta-data is less important, the importance of video and mobile, on-page elements, competitive analysis, content optimization, and link building methods. The presentation aimed to help businesses maximize their Google rankings through implementing various SEO techniques.
The document discusses 10 marketing tools that can improve marketing initiatives:
1. Project tracking tools like SmartSheet and Wrike allow managers to organize marketing initiatives and assign work.
2. Cloud storage providers like Google Drive and Dropbox enable teams to build libraries of content.
3. Lead information providers such as D&B and Epsilon allow companies to buy leads based on demographics and append existing customer data.
4. Lead research tools like Email Hunter help identify contact information from online leads.
Traditional marketing isn't working. While digital "pull" marketing continues to produce results, the effectiveness of traditional "push" marketing through traditional channels is dwindling.
10 Marketing Tips To Drive Topline Growth for 2016TribalVision
In advance of your organization’s marketing initiatives and budget being finalized for 2016, our Market Smarter PlayBook will provide you with the practical insights and playbook needed to maximize your marketing ROI for the upcoming year. - See more at: http://tribalvision.com/resources/resources-white-papers/#sthash.CurOe5mh.dpuf
2024 Trend Updates: What Really Works In SEO & Content MarketingSearch Engine Journal
The future of SEO is trending toward a more human-first and user-centric approach, powered by AI intelligence and collaboration. Are you ready?
Watch as we explore which SEO trends to prioritize to achieve sustainable growth and deliver reliable results. We’ll dive into best practices to adapt your strategy around industry-wide disruptions like SGE, how to navigate the top challenges SEO professionals are facing, and proven tactics for prioritizing quality and building trust.
You’ll hear:
- The top SEO trends to prioritize in 2024 to achieve long-term success.
- Predictions for SGE’s impact, and how to adapt.
- What E-E-A-T really means, and how to implement it holistically (hint: it’s never been more important).
With Zack Kadish and Alex Carchietta, we’ll show you which SEO trends to ignore and which to focus on, along with the solution to overcoming rapid, significant and disruptive Google algorithm updates.
If you’re looking to cut through the noise of constant SEO and content trends to drive success, you won’t want to miss this webinar.
How to Generate Add to Calendar Link using Cal.etY
Cal.et is a free tool that helps you create “Add to Calendar” links for your events. It supports popular calendar platforms like Google, Apple, Outlook, Yahoo, and Office365. Users can generate short, shareable URLs, customize event details, and even create QR codes for easy access. It’s ideal for embedding event links in emails, websites, and social media, making it easier for participants to save event information directly to their calendars.
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Digital Marketing Company in India - DIGI BrooksDIGI Brooks
This infographic provides guidance on marketing analytics, helping businesses grow using tools like Google Analytics and AI, measuring ROI, and analysing future trends to track business development.
https://digibrooks.com/digital-marketing-services/
A brief analysis of SHEIN's digital transformation.
SHEIN’s business model:
1. D2C cross-border ecommerce: SHEIN integrate the manufactures from Guanzhou to make clothes and deliver direct to customers.
2. Digital marketing: Data driven online marketing for user acquisition.
3. Digital transforming vendor chain: the most core of the revolution to shorten the innovation and lead time.
4. Outstanding user experience: International delivery in high efficiency
Leverage four parts of the user satisfaction process and integrate related resource and information flow, which making SHEIN an international leading D2C ecommerce company.
• Keeping utilizing data in all process is another core capability. From the page click, sales metrics, fabric sourcing to manufacturing time, all data is integrated for decision making, leading an upward customer preference and much efficient business decision making process.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
3 Best “Add to Calendar” Link Generator Tools (2024)Y
“Add to Calendar” link generator tools allow users to create links that add events directly to digital calendars like Google Calendar, Apple Calendar, and Outlook.
These tools simplify event scheduling by generating short URLs or QR codes that, when clicked or scanned, automatically insert event details into a user’s calendar.
They are ideal for streamlining the promotion of events in emails, websites, and social media, enhancing engagement and ensuring attendees don’t miss important dates.
These tools are designed to cater to diverse needs, from personal event planning to professional event promotion, ensuring your attendees can easily add events to their preferred calendar.
Cal.et is a versatile and user-friendly tool that allows you to create “Add to Calendar” links for seamless event scheduling and promotion.
This document was submitted as part of interview process for Content Strategist position at Viapulsa, an Indonesian tech company which offers service to convert/transfer mobile credits into bank account.
Top 10 AI Trends to Watch in 2024 with Intelisyncnehapardhi711
As we advance further into the digital age, artificial intelligence (AI) continues to evolve, shaping various industries and aspects of our daily lives. The advancements in AI for 2024 promise significant transformations across multiple sectors. From agentic AI and open-source AI to AI-powered cybersecurity and sustainability, these trends highlight the growing influence of AI on our world. By staying informed and embracing these trends, businesses and individuals can harness the power of AI to innovate and thrive.
This article explores the top 10 AI trends to watch in 2024, providing an overview, impact, and examples of each trend.
Top 10 AI Trends to Watch in 2024
Trend 1: Agentic AI
Overview of Agentic AI
Agentic AI represents a fundamental shift in artificial intelligence. These AI systems are designed to comprehend complex workflows and pursue difficult objectives autonomously, with minimal human assistance. Essentially, agentic AI functions similarly to human employees, understanding intricate contexts and instructions in normal language, defining goals, deducing subtasks, and adapting actions to changing circumstances.
Impact of Agentic AI
Agentic AI has the potential to drastically alter organizational roles, procedures, and relationships. AI assistants with advanced thinking and planning capabilities can perform tasks previously managed by humans. This shift enhances productivity by fully automating complex processes, freeing workers from repetitive tasks to focus on more critical activities. The ability to adapt quickly to changing circumstances ensures continuous operational improvements.
Examples and Use Cases of Agentic AI
Autonomous Vehicles: Self-driving cars use agentic AI to navigate roads, interpret traffic signals, and make real-time decisions to ensure passenger safety.
Smart Home Devices: AI-powered home assistants, like smart thermostats and security systems, operate autonomously to optimize energy usage and enhance security.
Customer Service Bots: Advanced chatbots handle complex customer queries, provide solutions, and escalate issues to human agents when necessary.
Trend 2: Open Source AI
Overview of Open Source AI
Open-source AI involves freely available source code, encouraging developers to collaborate, use, adapt, and share AI technology. This openness fosters innovation and speeds up the development of practical AI solutions across various sectors, including healthcare, finance, and education.
Impact of Open Source AI
The collaborative nature of open-source AI promotes transparency and facilitates continuous improvement, leading to feature-rich, reliable, and modular solutions. These platforms enable the creation of applications such as real-time fraud detection, medical image analysis, personalized recommendations, and customized learning experiences.
Examples and Use Cases of Open Source AI
TensorFlow: An open-source machine learning framework by Google, widely used for building and deploying AI models.
2. Tuesday, June 21, 2016 CONFIDENTIAL 2
Agenda
DIGITAL STRATEGY DEVELOPMENT
DIGITAL TOOLS & TACTICS
OVERVIEW
3. Tuesday, June 21, 2016 CONFIDENTIAL 3
Across all industries and verticals, statistics show
that traditional marketing is broken
18%Of TV advertising
campaigns generate
a positive ROI
54¢
Is the average return in
sales for every $1 spent
on outbound marketing
7%Of companies have achieved
leading edge performance with
digital marketing
79%Of marketing leads are never
converted into sales due to poor
lead nurturing
The old ways of marketing just aren’t working anymore, and many are ill prepared to
capitalize on newer, more targeted marketing tactics
Sources: Connected Marketing (Kirby & Marsden), Turbulence for the CMO (Accenture),
MarketingSherpa, MarketingProfs.com
9%Of marketers describe offline direct
marketing as providing an “excellent”
ROI
11%Of emails are optimized for mobile, yet
48% of emails are opened on
mobile devices first
4. Tuesday, June 21, 2016 CONFIDENTIAL 4
Statistics are clearly showing increases in digital
marketing spend
33%Of businesses that are planning on
Introducing a digital transformation
program, 33% already have
78%Of companies now have
dedicated Social Media teams
71%Of companies planed to increase
their digital marketing budgets
In 2015
73%Of B2B marketers are now using
digital video in their content
Marketing strategy
The benefits of digital marketing both domestically and globally are driving this change
Sources: SmartInsights “Digital Marketing Stats: 2015, The Good, The Bad, and The Intriguing”
60%Of a marketer’s time, on average, is
dedicated to Digital Marketing
28%Of marketers have decreased their
advertising budget to spend
more on digital marketing
5. Tuesday, June 21, 2016 CONFIDENTIAL 5
Global connectivity is on the rise, in response
digital marketing is becoming more necessary
Top 5Countries with the highest percentage of
their population purchasing online
(in order):
UK, Germany, South Korea, USA, Australia
46%Of China’s 642 Million internet
users are active on Social media
37%Of 642 Million internet users in
China were using the internet to
purchase products and services
In Jan 2015
#2Social Media is the 2nd most trusted
source of information (behind the press) in
Brazil
Globalization and technological advancements are giving the world access to the
internet
Sources: Eurostat, “Individual Internet Users,” OfCom “The Communications Market 2015,” Sampi “China’s Digital Social Mobile
Trends, 2015,” Folha de S.Paulo
50%Between the age of 16 and 74 in
the EU reported ordering goods
and services over the Internet in 2015
2.2bnPeople are active on social media
accounts globally
6. Tuesday, June 21, 2016 CONFIDENTIAL 6
Companies are increasingly going digital to drive
more top-line growth in a global setting
Marketers are
increasingly
prioritizing
mobile and
social over
traditional ad
channels. There
is also increased
focus on owned
and earned
media over paid.
Booz Allen Hamilton Strategy& 2013, “Reimagining shopper marketing.”
7. Tuesday, June 21, 2016 CONFIDENTIAL 7
In a global marketplace, traditional marketing
techniques are often not practical
Face-To-Face Sales
Traditional Media Outlets
On a global scale, expenditure on flights
and employee time, coupled with the cost
of generating these leads make face-to-
face sales extremely expensive
The cost and regulations of television,
print, and radio ads in markets vary, and
they are difficult to attribute a direct ROI
8. Tuesday, June 21, 2016 CONFIDENTIAL 8
Given this background, what should a company
that wants enter new markets do?
Maintain the status quo Leverage digital tools and channels
Continue to market using a traditional
approach that will seldom work when
breaking into unchartered new markets
Develop a robust digital plan that establishes a
solid and actionable foundation for your
growth objectives. Conduct research, solidify
marketplace positioning, select appropriate
tactics, and chart out a detailed
implementation plan
9. Tuesday, June 21, 2016 CONFIDENTIAL 9
Agenda
OVERVIEW
DIGITAL STRATEGY DEVELOPMENT
DIGITAL TOOLS & TACTICS
10. Tuesday, June 21, 2016 CONFIDENTIAL 10
Website
Search Engine
Marketing
Website Tracking
Social Media
Online Marketplaces
3rd Party Website
Advertising
Content and Design in web development
Affinity, Digital Media Buys, Remarketing &
Affiliate Marketing
Paid Search, and SEO
Marketing Automation and Lead Nurturing
eBay, Amazon & Alibaba
LinkedIn and Facebook
Email
Google Analytics and LeadLander
A large number of digital channels exist to market
your company to the world
11. Tuesday, June 21, 2016 CONFIDENTIAL 11
Your website is your primary asset to market
your company on the global stage
C:UsersRoDesktopTVSE
M.png
Most of your digital advertising channels will
direct customers back to your website to
convert new business
Social Media
Brand Website
Email
3rd Party SitesSEM
12. Tuesday, June 21, 2016 CONFIDENTIAL 12
In a global environment, both language and
content should be adjusted for targeted countries
TribalVision US TribalVision Korea
Besides language, masthead images and video testimonials are different between TribalVision
US and TribalVision Korea
13. Tuesday, June 21, 2016 CONFIDENTIAL 13
Company websites need to address logistical
concerns when selling directly in a new market
1. Will you ship internationally or
domestically within your market?
2. What are the shipping policies/providers
in your market
3. How does a return policy get factored
in?
4. How will taxes effect final sale price?
14. Tuesday, June 21, 2016 CONFIDENTIAL 14
Mobile Website Responsive Website
“70% of mobile searches for products or services will result in a
sale in the near future.”
http://www.forbes.com/sites/jaysondemers/2014/06/04/7-ways-that-seo-is-uniquely-
important-for-entrepreneurs/
Statistics show that mobile design is equally
important in web development
15. Tuesday, June 21, 2016 CONFIDENTIAL 15
Depending on the market, OS market share
should dictate where you focus design
If the market you’re entering is dominated by
Android devices, time and attention needs to
be spent on optimizing design for that OS
Sources:Webenza.com
16. Tuesday, June 21, 2016 CONFIDENTIAL 16
Track visitors on Google Analytics to learn what
part of the world they are coming from
Analyze which pages they visit,
in what order, and for how long.
Analyze sources of
web traffic,
including the
quality of leads
they deliver.
Integrating GA into your website will let you map the customer journey, and fix the
rough spots. Great indicators are return visitors, pages per session, and visit duration.
17. Tuesday, June 21, 2016 CONFIDENTIAL 17
Ensuring your website adheres to best practices
will optimize it for lead generation
5
Make sure contact CTAs are clearly labeled
Leverage video on your site wherever you can
Provide forms for leads to input their information
Update it with new content on a consistent basis
Include customer testimonials to legitimize your
offer
4
3
2
1
18. Tuesday, June 21, 2016 CONFIDENTIAL 18
SEO efforts can help you maintain high visibility
in searches without requiring ad spend
SEO efforts such as content
generation, social media,
optimizing page tags, and
more will help return your
website at the top of organic
search results
Note that SEO is an ongoing
effort and requires extensive
maintenance, as well as a
ramp-up period to generate
credibility in the eyes of
Google
19. Tuesday, June 21, 2016 CONFIDENTIAL 19
A properly managed paid search campaign can
drive global traffic to your brand
Step 1: Target the countries you would like your
Paid Search campaigns to show-up on
Step 2: Set your ads to show up on your
target markets browser
You will need to draft copy and keywords in your target market’s native language
20. Tuesday, June 21, 2016 CONFIDENTIAL 20
Social media channels can also drive sales on a
global stage
Hubspot, The Ultimate List of Marketing Statistics, ContentMarketingInstitute.com
43% of B2B and 77% of
B2C companies have
acquired customers from
Facebook.
43% of all marketers
have found a customer
via LinkedIn in 2013.
83% of marketers indicate that social media is important for their business for lead
generation, but the social media channel of greatest importance varies greatly
depending on the audience.
21. Tuesday, June 21, 2016 CONFIDENTIAL 21
LinkedIn premium accounts increase the tools at
your disposal to create connections across the
world
• 3 InMails per month
• 15 Introductions
• 300 Profiles per search
• Up to 4 advanced search filters for leads
• 10 InMails per month
• 25 Introductions
• 500 profiles per search
• Up to 4 advanced search filters for leads
• 25 InMails per month
• 35 Introductions
• 700 profiles per search
• Up to 8 advanced search filters for leads
Business
$19.95
Business Plus
$49.95
Executive
$99.95
A LinkedIn premium account can help you research and contact more leads, with a
higher count of InMails and access to more advanced search filters and results
22. Tuesday, June 21, 2016 CONFIDENTIAL 22
LinkedIn’s powerful search tools provide
opportunities to find new global contacts
Use LinkedIn’s advanced people search
to research relevant leads for your
business. You can also ask for
introductions from mutual contacts to
improve response rates
Step 1: Contact existing connections from
events, business associations, alumni groups
and more using InMails
Step 2: Identify appropriate criteria to
research new leads, targeting by industry,
company size, job title, location and more
23. Tuesday, June 21, 2016 CONFIDENTIAL 23
LinkedIn provides advanced targeting parameters
to ensure ads are delivered to your audience,
globally
1. Geography
(domestic and
global)
2. Industry
3. Number of
employees
4. Job Titles and
Seniority
24. Tuesday, June 21, 2016 CONFIDENTIAL 24
LinkedIn helps you generate new business
through Sponsored Updates and/or Text Ads
Text Ads: Paid Ads that are static and show
up on the right hand rail of LinkedIn:
(Advantage = Static Placements)
Sponsored Updates: Paid ads that
show up in relevant news feeds
(Advantage = Dynamic Placements;
Large Images)
25. Tuesday, June 21, 2016 CONFIDENTIAL 25
Sponsored updates and text ads should provide
a call to action back to your website
26. Tuesday, June 21, 2016 CONFIDENTIAL 26
Facebook also provides opportunities to advertise
in both B2B and B2C industries, globally
A new Facebook ad option allows advertisers to
collect emails and other information from
interested Facebook users
These ad options direct people to take
actions on your website
27. Tuesday, June 21, 2016 CONFIDENTIAL 27
Advertisements are presented on FB newsfeeds
and right hand rails
Ad Placement: Newsfeed, Right Hand Rail
28. Tuesday, June 21, 2016 CONFIDENTIAL 28
Facebook also allows brands to reach customers
on their mobile app
Ad Placement: Mobile Newsfeed
Ensuring that
you are visible
via Facebook’s
web browser
and mobile
application will
maximize your
reach with your
intended
audience
29. Tuesday, June 21, 2016 CONFIDENTIAL 29
Facebook’s advanced targeting parameters allow
brands to target specific audiences globally
Create & target look-a-like audiences
Facebook will use your page likes or web visitors to build a look-a-
like model brands can target ads to.
.
Custom targeting
Similar to LinkedIn, Facebook allows provides advanced targeting.
• Geography (Domestic and International)
• Interests
• Income Level
• Age
• Gender
• Spoken Languages
30. Tuesday, June 21, 2016 CONFIDENTIAL 30
An eBay Store allows you to directly sell your
products through eBay’s interface
eBay Stores offer many benefits, including reduced final value fees, marketing tools, and the ability
to create numerous customer offers and coupons to boost sales.
Customers can sign up for your newsletter,
which brands can create and customize in
eBay and send to targeted email
marketing lists.
Sale Event Offers are a visual way to boost
sales. They are displayed anywhere your
listings typically appear.
31. Tuesday, June 21, 2016 CONFIDENTIAL 31
Amazon.com allows you to do the same with the
added benefit of handling logistics worldwide
Vendors on Amazon have the opportunity to further advertise their products within
Amazon’s network through Sponsored Products keyword-targeted advertising (similar to
Paid Search Ads). They will also pack and ship your products to customers for you.
You can provide your products to Amazon, they will store them in their warehouse and ship
them both domestically and globally for you.
32. Tuesday, June 21, 2016 CONFIDENTIAL 32
On a global scale, Alibaba is the largest online
market place in the world
• Sell products to
companies all over
the world
• 407 million active
users
• 4.3 BILLION UPS
shipments
worldwide from
Alibaba
33. Tuesday, June 21, 2016 CONFIDENTIAL 33
Free membership options are available to sellers
with options to upgrade at later dates
Gold Membership
Benefits
1. Higher rankings on
site
2. Direct contact to
buyers
3. Product showcases
(maximize your
product’s visibility
on site)
34. Tuesday, June 21, 2016 CONFIDENTIAL 34
Affinity Targeting methods
Affinity- audience with demonstrated,
qualified interest in your offerings
In-market- people searching for offerings
similar to yours
Look-a-like- Upload your email database and
Google will build a model of your audience
to target
Affinity targeting through Google Display Network
will allow you to reach new audiences globally
On the campaign level, you can target
by specific country, state, or city
35. Tuesday, June 21, 2016 CONFIDENTIAL 35
Leverage your geographic acquisition data from
Google Analytics for more strategic digital buys
Google Analytics will break down site traffic by country and
cities within those countries
36. Tuesday, June 21, 2016 CONFIDENTIAL 36
3rd party website ads appear as banners on popular
websites across the world
Banner ads appear on thousands of websites
in over 100 countries globally. They appear at
either the top/bottom or right/left side of
content on a website
37. Tuesday, June 21, 2016 CONFIDENTIAL 37
Leverage your geographic acquisition data from
Google Analytics for more strategic digital buys
38. Tuesday, June 21, 2016 CONFIDENTIAL 38
Remarketing can help keep your name in front of
buyers across the globe who’ve visited your site
Visit to NYT.com as a non-
subscriber
Remarketing ad served that encourages
subscription
39. Tuesday, June 21, 2016 CONFIDENTIAL 39
Create remarketing campaigns to target past visitors
Within Google Analytics, under
Admin, you have the ability to
create Remarketing lists.
Or you can target these
audiences directly from your
AdWords account.
Either option will slightly change the cookie left on visitors’ computers. Once in place,
this code will allow you to target these past visitors with specific AdWords campaigns.
You won’t pay any extra – it will operate just like any Ad group.
40. Tuesday, June 21, 2016 CONFIDENTIAL 40
Using all three of these methods together builds a
digital funnel designed to prospect and convert
global leads
Utilize Google’s intelligence to find new prospects
to visit your website
Buy ad space wherever your audience consumes
industry news
Affinity Display - GDN
Digital Media Buys – News
Outlets
Remarket your message to website visitors to
increase your customer base
Remarketing – AdRoll or
Criteo
Your Target Audience
Audience members that
come to your website
Potential
Customers
Conversion
PROSPECTS
VISITORS
LEADS
Purchasers
41. Tuesday, June 21, 2016 CONFIDENTIAL 41
Affiliate marketing is a more straight forward
way of advertising on 3rd party websites
A company looking to
place ads online in order to
sell product will look for
the right publisher(s)
based off demographics
and page visits
An organization that owns
ad space on popular retail
websites will explain
demographic and page
visits in order to receive
advertisers
A published ad will be clicked
on by a consumer, and if they
purchase, commissions will
be paid to publisher by
advertiser
42. Tuesday, June 21, 2016 CONFIDENTIAL 42
Commission Junction is a globally operated
network that connects advertisers and publishers
Commission Junction operates globally and serves a variety of sectors in both B2B and B2C
marketplaces
43. Tuesday, June 21, 2016 CONFIDENTIAL 43
Advertisers can select publishers to work with
based on many factors including geography
Rate Publishers On:
1. Geography
2. Total website
sessions
3. Conversion Rates
4. Positioning
5. Branding
6. Ad Placement
7. Forecasted revenue
44. Tuesday, June 21, 2016 CONFIDENTIAL 44
Your Target Audience
Audience members that
come to your website
Potential
Customers
Conversion
PROSPECTS
VISITORS
LEADS
Purchasers
Affiliate marketing coupled with remarketing
tactics is another way to create a global funnel
A straightforward 3rd party web marketing tactic
that is designed to drive prospects all the way
through conversion
Affiliate Marketing - CJA
If you have remarketing enabled, you will continue
to reach people who have visited your site from
Affiliate Marketing 3rd party websites
Remarketing – AdRoll or
Criteo
45. Tuesday, June 21, 2016 CONFIDENTIAL 45
Brands should leverage tools to get them on 3rd
party websites
Easy to use, CPC model, and powerful affinity,
in-market, and look-a-like targeting
CPM model and the largest ad exchange
network. Useful for remarketing on websites
and Facebook
Ad exchange that is located in Boston and offers
superior customer service as well as a CPC
model
One of the worlds largest affiliate marketing
networks serving a variety of industries
46. Tuesday, June 21, 2016 CONFIDENTIAL 46
Using lead gen partners can enhance your email
marketing outreach both domestically and
globally
A B2B lead information provider that operates
on a global scale with over 42 Million contacts
Global database with over 80 Million
companies stored in their directory
Intelligence tool used to gather contact
information from LinkedIn and other internet
sources
The regulations around emailing to a list of acquired leads varies from country to country
47. Tuesday, June 21, 2016 CONFIDENTIAL 47
Coupling Lead Generation Partners with an
automated drip campaign will help nurture your
global leads to conversion
A Drip Campaign is a series of automated emails
that get delivered based off of previous
engagement or some other pre-defined action.
They are designed to nurture leads until they are
ready to purchase. They do this by providing value-
adds and compelling content in each email
delivered to the recipient.
48. Tuesday, June 21, 2016 CONFIDENTIAL 48
Below is an example drip template that sheds
light on how drip campaigns work
Timeline: 2 hours after
action
Purpose: Introduction
Content: Introduce Brand
Timeline: 2 Days after
open
Purpose: Provide
additional information
Content: Key
Differentiators X, Y & Z
Timeline: 3 Days after
open
Purpose: Provide a more
direct CTA
Content: Opportunity to
contact sales
Action
Email 1 Email 2 Email 3
If
opened
If
opened
How leads
enter the
drip
First
touchpoint
Action
required for
next
touchpoint
Second
touchpoint
Action
required for
next
touchpoint
Third
touchpoint
Lead takes action on your website,
or marketer manually sends leads
to a predefined list
Conditional logic like “If Opened,” will ensure that
only the engaged leads are receiving content
49. Tuesday, June 21, 2016 CONFIDENTIAL 49
Brands can employ tools to help them set-up
drip campaigns for their outreach
A very powerful Marketing Automation
platform with advanced tracking, better for
industries with a large amount of contacts
Also a very powerful Marketing Automation
platform with advanced tracking, pricing is
more flexible
A email marketing platform used for direct
blasts, and can be leveraged for more manual
lead nurturing
An email marketing platform that has some
automation services available. Great for
companies with a smaller amount of contacts
50. Tuesday, June 21, 2016 CONFIDENTIAL 50
Tools like LeadLander can be leveraged to collect
more specific intelligence on your site visitors
Identify businesses and individuals that have been on your website
Understand how specific individuals and companies are getting to your
website to help identify your most successful channels
Track each individuals flow through your website and identify what
pages they visited and links they clicked on
Integrates with many CRMs for an automatic upload to Sales Team
dashboards
51. Tuesday, June 21, 2016 CONFIDENTIAL 51
LeadLander is easy to use and provides
accessible dashboards for your sales teams
52. Tuesday, June 21, 2016 CONFIDENTIAL 52
Agenda
OVERVIEW
DIGITAL TOOLS & TACTICS
DIGITAL STRATEGY DEVELOPMENT
53. Tuesday, June 21, 2016 CONFIDENTIAL 53
Developing a digital plan can be broken down
into six steps
Research1
Messaging & Positioning2
Tactical Deep Dive3
Asset Development4
Metrics Dashboard5
Tactical Implementation6
54. Tuesday, June 21, 2016 CONFIDENTIAL 54
Step 1: Execute in-depth research to direct your
digital strategy
Detailed audit and
discovery
In-depth strategic
market research
Conduct an in-depth discovery of your business. Talk to internal employees, key
stakeholders, current customers and past customers. Deep dive into past and
current marketing campaigns, analyze your existing assets and identify your core
competencies for entering specific global markets.
Audit key players and competitors in your industry and targeted market.
identify opportunities and threats along with key points of differentiation.
Understand your competitors market share within your target market
Competitor
research
Gather and process secondary data from free and paid industry research
reports and online research to develop a clear understanding of market
segments, partnership opportunities and market sizing of various global
markets.
Rigorous research enables you to have a much clearer understanding of your market
positioning and the short and long-term opportunities that you find most attractive to
pursue.
55. Tuesday, June 21, 2016 CONFIDENTIAL 55
Step 2: Define your messaging and positioning
based on your market research
Market Research
Competitive Advantage 1 Competitive Advantage 2 Competitive Advantage 3
Upon the completion of research, arrive at a value proposition that defines the primary
reason(s) why a customer should buy from you.
Value Proposition
56. Tuesday, June 21, 2016 CONFIDENTIAL 56
Segment your message by market or audience
Messaging created for specific audiences can be featured in group-specific assets, such
as websites, emails, and digital marketing campaigns
Segmented messaging will appeal to different types of prospects.
Audience in Market B (US)Audience in Market A (China)
Specific messaging for Market BSpecific messaging for Market A
57. Tuesday, June 21, 2016 CONFIDENTIAL 57
Step 3: Identify and narrow the list of marketing
channels you will pursue upfront
Once you’ve
defined the
message and value
of your product,
you will need to
outline how you
will communicate
this using different
marketing tactics,
and how you will
distribute your
product over
multiple channels
across targeted
markets.
Deep dive into a comprehensive
list of marketing channels you
could implement.
Explore strategic partnerships to
achieve online and global scale.
Don’t forget about exploring
online properties, not just tactics
or partnerships
Google Ads, SEO, Email, Social
Media, Paid Search, Online
Display, Digital Content Marketing
Amazon, eBay,
Alibaba
Omni-brand vs. multi-
brand, affiliate vs.
direct
58. Tuesday, June 21, 2016 CONFIDENTIAL 58
Make sure that you define specific goals for
each of your channels and partnerships
Website
Optimization
Social Media
Marketing
Online Display
Tactics How will Company X increase leads?
- Content production & sharing
- Search Engine Optimization
- Profiles optimization
- Platform advertisements
- Remarketing
- Affinity and in-market targeting
What’s in it for Company X ?
- Higher web traffic
- More relevant web traffic
- Company X brand boost
- Automated lead generation
- Stay top-of-mind with customers
- Increase brand awarness
Paid Search
- Develop targeted campaigns
- Optimize spend for best results
- Increase high-quality traffic to
your website
Amazon,
Alibaba, eBay
- Strategic partnership
- Access to global space
- Increase in sales both in domestic
and global markets
By setting goals per channel, you will be able to track and benchmark your success
while staying on track (as other marketing opportunities will inevitably come up).
59. Tuesday, June 21, 2016 CONFIDENTIAL 59
Step 4: Develop assets with your new message to
support your marketing channels
Website &
Messaging
Improving design and incorporating new messaging to transform your company’s current site into
a dynamic platform for fresh content and a lead generation tool
Videos Leverage client testimonial and overview videos to strengthen relevancy and prospect conversion
Case studies &
white papers
Build out white papers and case studies to position your company as a thought leader
Email Templates
Sales pitch decks
Design and build out modular sales deck within each of your targeted markets and their related
audiences
LinkedIn
Build out custom email templates to strengthen e-newsletter credibility and any client touch point
Build out LinkedIn company page with associated service offerings and company information
60. Tuesday, June 21, 2016 CONFIDENTIAL 60
High quality, specific assets will be needed as a
foundation for each channel
61. Tuesday, June 21, 2016 CONFIDENTIAL 61
You can’t always judge the ROI of your assets, but
that shouldn’t stop you from investing
59% According to Forbes, 59% of executives would rather watch
video than read text
69% According to Cisco, Internet video traffic will comprise 69% of
all global consumer Internet traffic in 2017
1200% Videos are shared 1,200% more times than links and text
combined (Orion 21 Reports)
Videos may be some of your most expensive assets, but they drive engagement and
are quickly becoming one of the most important marketing tools.
62. Tuesday, June 21, 2016 CONFIDENTIAL 62
Step 5: Develop key metrics to track and measure
the impact of your marketing initiatives
# of Marketing Generated Leads from
SEO
Number of conversions by Global
Market
Ecommerce Conversion Rate
# of Generated Leads from Social
Media
Email open rates
Click through rates Percentage of people who clicked links on your emails
Percentage of contacts that opened your email content
Number of leads acquired from your social media profiles
Number of transactions over the number of visitors on your online store
Number of conversions from various global markets
Number of acquired leads generated from organic website traffic
Without KPI’s that are set ahead of time and continuously monitored, marketing
campaigns will fall short.
KPI Description
63. Tuesday, June 21, 2016 CONFIDENTIAL 63
Step 6: Create a detailed implementation plan to
ensure execution takes place
Without setting a detailed timeline for your growth plan, you may have grand ideas
that are never implemented.
64. Tuesday, June 21, 2016 CONFIDENTIAL 64
Creating a unified marketing calendar for your
team will help ensure proper project management
30 1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30 1 2 3 4
EXAMPLE – June 2015
Product
Feature Email
= Email
= Event
= Social Media
Networking Event
Calendars were
developed for all
major marketing
activities to tie
activities to deadlines
and launch dates,
ensure the
organization is on the
same page for all lead
generation projects
TBT
Product
Feature Email
TBT
TBT
TBT Networking Event
Facebook
post
Facebook
post