While it's impossible to see the future, it is possible to prepare for it.
In this guide, we’ll explore some of the biggest marketing trends that you’ll be likely to encounter in the next few years, along with some tips for how you can capitalise on them.
Specifically, we'll help you prepare for a future that's...
personalised
integrated
native
Data-driven
mobile (and beyond)
From smart content, to integrated sales/services/marketing platforms, to internet-enabled refrigerators, this guide will help you prepare for the technology (and corresponding tactics) that lie ahead.
In 2017, native advertising revenues are predicted to reach about $17.5 billion. The number of internet-connected devices in the world, meanwhile, is expected to grow beyond 20 billion.
Are you ready for the future?
The document discusses native advertising trends and pricing strategies. It notes that native ads are growing, especially on social media platforms, and that they are more effective than traditional banner ads. Publishers are pricing native ads using CPM, CPE, sponsorships, and packages. The document recommends that publishers focus on lifetime value of clients, use appropriate pricing metrics for different stages of the customer journey, and ensure native ad campaigns are working effectively through testing and optimization.
This document provides an overview of Facebook advertising options. It describes Facebook's strengths such as its large audience size and strong targeting capabilities. It also outlines weaknesses like non-standard analytics. The document then details the different types of ads Facebook offers, including Marketplace and Premium ads, and how ads would be placed on the site like in the news feed or on profile pages. It also explains how advertisers can target specific audiences by leveraging the detailed profile data users provide.
This document provides an overview of Facebook advertising products and how to optimize campaigns on Facebook and Instagram. It discusses how to choose objectives, set budgets and bids, target audiences, and design creative ads. Specifically, it recommends:
1) Choosing objectives like awareness, consideration, or conversions that align with business goals and allow for measurement.
2) Using tools like the Facebook pixel and custom audiences to target people most likely to engage based on their on-site and app behaviors.
3) Testing placement across Facebook, Instagram and Audience Network to optimize reach, as well as different targeting strategies.
4) Designing creative ads like photos, videos, carousels that tell brand stories in an engaging way
This presentation was delivered at Web Summit 2013 hosted in Dublin, Ireland in affiliation with General Assembly.
Description:
Add "Growth Hacking" to the list of buzz words you are hearing far too often when it relates to start ups.
This presentation is a 101 that hopes to bring strategy, tactics and clarity to what growth hacking is all about.
Shout out to Farzana Nasser, Paul Crowe and John Maden for reviewing and additions.
The document discusses native advertising trends and pricing strategies. It notes that native ads are growing, especially on social media platforms, and that they are more effective than traditional banner ads. Publishers are pricing native ads using CPM, CPE, sponsorships, and packages. The document recommends that publishers focus on lifetime value of clients, use appropriate pricing metrics for different stages of the customer journey, and ensure native ad campaigns are working effectively through testing and optimization.
This document provides an overview of Facebook advertising options. It describes Facebook's strengths such as its large audience size and strong targeting capabilities. It also outlines weaknesses like non-standard analytics. The document then details the different types of ads Facebook offers, including Marketplace and Premium ads, and how ads would be placed on the site like in the news feed or on profile pages. It also explains how advertisers can target specific audiences by leveraging the detailed profile data users provide.
This document provides an overview of Facebook advertising products and how to optimize campaigns on Facebook and Instagram. It discusses how to choose objectives, set budgets and bids, target audiences, and design creative ads. Specifically, it recommends:
1) Choosing objectives like awareness, consideration, or conversions that align with business goals and allow for measurement.
2) Using tools like the Facebook pixel and custom audiences to target people most likely to engage based on their on-site and app behaviors.
3) Testing placement across Facebook, Instagram and Audience Network to optimize reach, as well as different targeting strategies.
4) Designing creative ads like photos, videos, carousels that tell brand stories in an engaging way
This presentation was delivered at Web Summit 2013 hosted in Dublin, Ireland in affiliation with General Assembly.
Description:
Add "Growth Hacking" to the list of buzz words you are hearing far too often when it relates to start ups.
This presentation is a 101 that hopes to bring strategy, tactics and clarity to what growth hacking is all about.
Shout out to Farzana Nasser, Paul Crowe and John Maden for reviewing and additions.
Facebook Advertising Objectives - Best Formats and Placement for Each ObjectiveZach Anderson
If you want to grow your business, you have to reach new customers. Facebook ads put your business in front of those new customers.
You can bet that a large cross-section of your customer base is using Facebook and Instagram every day. But you need to set the right objectives to be effective.
Facebook ad objectives let you set up campaigns that let you reach a highly targeted audience with ads that get the results you want.
Facebook Advertising Objectives PDF:
--> What Facebook ad objectives are
--> The most effective ad formats for each objective
--> The best placement for your ads
Digital display advertising is going through a seismic change. Reaching consumers with relevant advertising is becoming increasingly difficult. New opportunities are increasingly being built around two of the most disruptive elements in advertising today – content marketing and native advertising – yet the level of insight as to how consumers are responding to them is relatively low.
For this reason Yahoo! and Facit Digital examined the way native ads work with respect to visibility, their ability to convey content, user preferences and the impact on the perception of brands.
The study was awarded the Best Practice Award 2015 of the German Society of Online Research.
An Introduction to Native Ads by Acquisio and Yahoo!Acquisio
This webinar covered native advertising opportunities on various online platforms like social media sites, search engines, and publishers' sites.
It began with introductions of the speakers and their backgrounds. It then defined what native ads are and explained how they differ from traditional display ads by blending into the design and content of the platform.
Various examples of native ad formats on social media sites and "biddable media" were shown, including promoted tweets, sponsored updates, and sponsored content. Pros and cons of native ads for advertisers and agencies were discussed. The webinar also covered tracking conversions, scaling management of native campaigns, and an upcoming webinar focused on native ads.
This document provides an overview of digital advertising. It discusses how search engine usage has increased tremendously, with billions of searches conducted monthly on Google alone. It then covers the history of digital advertising from 1993 to present day. The remainder of the document discusses goals for digital advertising campaigns, different advertising models and payment types, targeting options on Facebook, and metrics for measuring success. It concludes with recommendations for getting started with platforms like Google AdWords, YouTube, Bing, Twitter and Facebook advertising.
All types of advertising is beneficial to online and offline businesses. However choosing the type of advertising that is most suitable would give it the edge the campaign needs to take it to the next level. Banner ads will do that.
Table Of Contents
· Foreword
· Chapter 1: Banner Ads Intro
· Chapter 2: Types Of Banner Ads
· Chapter 3: Finding The Right Audience
· Chapter 4: Finding The Right Sources To Buy Banner Ads
· Chapter 5: The Objective
· Chapter 6: Who Does Banner Ads
· Chapter 7: What To Avoid
· Wrapping Up
Optimizing for conversions means your ads are more likely to be shown to people likely to convert. Learn what advertiser controls and how choosing the right goals influence who sees your ads.
Newspapers are facing challenges adapting to the digital age. This document outlines strategies for newspapers to generate revenue through digital advertising, including embedding ads within content, participation-based ads, branding content experiences for advertisers, packaging events with advertisers, extending content through social media, and providing added value services. It discusses focusing on leveraging social media, addressing depressed advertising rates, engaging younger audiences, and improving mobile advertising. Examples provided include embedding ads respectfully within content at a 4:1 ratio, showing ads after user participation, fully integrating advertiser branding, and using print to promote online events and content.
Dropp were pleased to be invited to talk to a group of new business start-ups about online advertising.
For all you that were kind enough to give your attention, the presentation is available here to download as a Power Point file.
The document discusses various online advertising and marketing models. It describes push advertising as traditional interruptive ads like banners and emails. Pull marketing encourages customers to seek out products through word-of-mouth and viral content. Common online advertising types include display ads, search engine marketing, social media marketing, native ads, pay-per-click ads, remarketing, affiliate marketing, and video ads. The document also outlines guidelines for internet advertising and a six step online marketing process of product, price, place, promotion, and personalization.
This deck covers using different ad formats, targeting and using different types of custom audiences, what metrics to look out for, and how to segment your audiences.
These slides cover integrated marketing communications for traditional and digital media. Beginning with the example of P&G reducing paid media spending online, the topic covers budgets for ad expenses, the mix of media usage, paid media costs and cost per thousand. There are video case studies that show brands that effectively integrate media and a discussion of cross media strategies and effectiveness of advertising. These slides accompany Social Media & Mobile Marketing Strategy from Oxford University Press.
The Rise Of Native Ads: How Native Advertising Became the Standard for the Mo...Tom Thacher
This document summarizes the rise of native advertising, which became the standard format for advertising on mobile devices and social media feeds. It describes how early social media platforms like Facebook had ads that fit into the feed format (native ads). As feeds became the dominant way users consumed content on mobile, native advertising grew rapidly and was adopted by most major publishers and platforms by the mid-2010s. The document outlines how native advertising, especially native video, continues to grow driven by programmatic buying and its effectiveness at engaging users.
Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...Simplilearn
This presentation about Facebook ads will help you understand what are Facebook ads, how to advertise on Facebook, the types of ads that Facebook offers, steps involved in creating a Facebook ad campaign and some do's and dont's of Facebook advertising. This tutorial is designed for beginners who want to get started with Facebook paid marketing. It goes into detail about the various ways Facebook ensures that your advertisement reaches the appropriate audience along with practical examples for the same. You will understand how these marketing features work along with strategizing and managing digital campaigns on Facebook. Now, let us get started and understand each step in the process of Facebook advertising.
Below topics are explained in this Facebook ads presentation:
1. What are Facebook ads
2. Why advertise on Facebook
3. What are the types of Facebook ads
4. What are the steps to creating a Facebook ad
5. The Do's and Don'ts of Facebook Advertising
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training.
This document is a tutorial on creating paid online advertising campaigns for small businesses. It covers key terms related to online advertising costs and metrics. It also outlines different types of contextual advertising units, including search engine marketing (SEM) ads on platforms like Google AdWords and Bing Ads, as well as display ads. The tutorial contains 5 units that teach objectives like identifying ad types, strategic campaign planning, design and copywriting, and measuring ad effectiveness.
eMarketer Webinar: Integrating Search and Display—Tactics for More Effective ...eMarketer
Join eMarketer Principal Analyst David Hallerman and learn how to improve the process of buying, integrating and measuring search and display advertising.
This document introduces paid social media advertising and provides guidance on setting up campaigns. It explains that paid social ads allow targeting specific audiences unlike organic posts. The top platforms for paid social are Facebook, Instagram, Twitter and LinkedIn. Objectives include awareness, engagement, leads and sales. Factors like audience, sector and funnel stage determine the best platform and ad type. Setting up involves defining objectives, targeting the right audience and choosing ad formats. Ongoing management of 1-2 days per platform per month is required for optimization.
Practical Tips for Lead Generation Through Display AdvertisingVivastream
Display advertising can play an important role in lead generation by reaching target audiences at scale throughout the buyer's journey. Some key tips for making display work include:
1) Define the target audience for a broad initial "reach" campaign.
2) Customize ad creative to directly address each audience segment.
3) Use an initial reach campaign followed by retargeting ads to drive serious conversions at lower cost.
4) Measure how display advertising impacts other lead generation tactics like search and email.
Digital Media Briefing & Planning Process Shane Crombie
The document outlines the ideal process for planning and implementing a digital media campaign in 3 sentences or less:
The process involves 5 phases - scoping the project, developing objectives and strategies, creating the media buy plan, executing the campaign, and ongoing optimization - to ensure the campaign delivers on its objectives through careful planning, execution, and measurement of performance.
Key aspects of the process include developing a media brief, estimating costs, gaining client approvals, negotiating with publishers, tracking spending and results, and adjusting tactics based on data to optimize toward goals.
YouTube Ads | YouTube Advertising | How To Run YouTube Ads 2019 | YouTube Ads...Simplilearn
The document discusses the benefits of advertising on YouTube. It notes that YouTube has over 1.9 billion monthly logged-in visitors and is the second largest search engine. It then outlines the different types of YouTube ads, including skippable video ads, non-skippable bumper ads, and masthead ads. Key metrics for measuring YouTube ad performance like views, clicks, watch time, and subscribers are also defined. The document concludes with tips on how to create and optimize YouTube ad campaigns, and provides an example of how clothing brand Superdry successfully increased brand lift and ROI using YouTube video ads.
The document discusses how brands should focus on the customer experience and act as verbs by engaging with customers in real life to have a real impact. It emphasizes that customers buy based on what a brand does for them and the feelings it provides, like a sense of belonging. The most powerful experiences are those that make customers want to advocate for the brand. The document outlines principles for building brand experiences by enticing customers, engaging them in conversations, and extending beliefs. It also discusses how brand starts from company culture and values, not just marketing strategies. The last sections provide a customer journey map and case studies of how brands can redefine the customer path and create planning tools and information to improve the experience.
This document provides an overview of library services available through the Miami-Dade Public Library System (MDPLS). It describes children's events and resources, online tutoring assistance, databases for homework help and job searching, downloadable ebooks, audiobooks, music and movies through services like Hoopla and Freegal. Library cardholders have access to these electronic resources and over 50 physical libraries and bookmobiles across Miami-Dade County. The document promotes Mango Languages courses, museum passes, makerspaces, and 24/7 access to library resources through the MDPLS website.
Facebook Advertising Objectives - Best Formats and Placement for Each ObjectiveZach Anderson
If you want to grow your business, you have to reach new customers. Facebook ads put your business in front of those new customers.
You can bet that a large cross-section of your customer base is using Facebook and Instagram every day. But you need to set the right objectives to be effective.
Facebook ad objectives let you set up campaigns that let you reach a highly targeted audience with ads that get the results you want.
Facebook Advertising Objectives PDF:
--> What Facebook ad objectives are
--> The most effective ad formats for each objective
--> The best placement for your ads
Digital display advertising is going through a seismic change. Reaching consumers with relevant advertising is becoming increasingly difficult. New opportunities are increasingly being built around two of the most disruptive elements in advertising today – content marketing and native advertising – yet the level of insight as to how consumers are responding to them is relatively low.
For this reason Yahoo! and Facit Digital examined the way native ads work with respect to visibility, their ability to convey content, user preferences and the impact on the perception of brands.
The study was awarded the Best Practice Award 2015 of the German Society of Online Research.
An Introduction to Native Ads by Acquisio and Yahoo!Acquisio
This webinar covered native advertising opportunities on various online platforms like social media sites, search engines, and publishers' sites.
It began with introductions of the speakers and their backgrounds. It then defined what native ads are and explained how they differ from traditional display ads by blending into the design and content of the platform.
Various examples of native ad formats on social media sites and "biddable media" were shown, including promoted tweets, sponsored updates, and sponsored content. Pros and cons of native ads for advertisers and agencies were discussed. The webinar also covered tracking conversions, scaling management of native campaigns, and an upcoming webinar focused on native ads.
This document provides an overview of digital advertising. It discusses how search engine usage has increased tremendously, with billions of searches conducted monthly on Google alone. It then covers the history of digital advertising from 1993 to present day. The remainder of the document discusses goals for digital advertising campaigns, different advertising models and payment types, targeting options on Facebook, and metrics for measuring success. It concludes with recommendations for getting started with platforms like Google AdWords, YouTube, Bing, Twitter and Facebook advertising.
All types of advertising is beneficial to online and offline businesses. However choosing the type of advertising that is most suitable would give it the edge the campaign needs to take it to the next level. Banner ads will do that.
Table Of Contents
· Foreword
· Chapter 1: Banner Ads Intro
· Chapter 2: Types Of Banner Ads
· Chapter 3: Finding The Right Audience
· Chapter 4: Finding The Right Sources To Buy Banner Ads
· Chapter 5: The Objective
· Chapter 6: Who Does Banner Ads
· Chapter 7: What To Avoid
· Wrapping Up
Optimizing for conversions means your ads are more likely to be shown to people likely to convert. Learn what advertiser controls and how choosing the right goals influence who sees your ads.
Newspapers are facing challenges adapting to the digital age. This document outlines strategies for newspapers to generate revenue through digital advertising, including embedding ads within content, participation-based ads, branding content experiences for advertisers, packaging events with advertisers, extending content through social media, and providing added value services. It discusses focusing on leveraging social media, addressing depressed advertising rates, engaging younger audiences, and improving mobile advertising. Examples provided include embedding ads respectfully within content at a 4:1 ratio, showing ads after user participation, fully integrating advertiser branding, and using print to promote online events and content.
Dropp were pleased to be invited to talk to a group of new business start-ups about online advertising.
For all you that were kind enough to give your attention, the presentation is available here to download as a Power Point file.
The document discusses various online advertising and marketing models. It describes push advertising as traditional interruptive ads like banners and emails. Pull marketing encourages customers to seek out products through word-of-mouth and viral content. Common online advertising types include display ads, search engine marketing, social media marketing, native ads, pay-per-click ads, remarketing, affiliate marketing, and video ads. The document also outlines guidelines for internet advertising and a six step online marketing process of product, price, place, promotion, and personalization.
This deck covers using different ad formats, targeting and using different types of custom audiences, what metrics to look out for, and how to segment your audiences.
These slides cover integrated marketing communications for traditional and digital media. Beginning with the example of P&G reducing paid media spending online, the topic covers budgets for ad expenses, the mix of media usage, paid media costs and cost per thousand. There are video case studies that show brands that effectively integrate media and a discussion of cross media strategies and effectiveness of advertising. These slides accompany Social Media & Mobile Marketing Strategy from Oxford University Press.
The Rise Of Native Ads: How Native Advertising Became the Standard for the Mo...Tom Thacher
This document summarizes the rise of native advertising, which became the standard format for advertising on mobile devices and social media feeds. It describes how early social media platforms like Facebook had ads that fit into the feed format (native ads). As feeds became the dominant way users consumed content on mobile, native advertising grew rapidly and was adopted by most major publishers and platforms by the mid-2010s. The document outlines how native advertising, especially native video, continues to grow driven by programmatic buying and its effectiveness at engaging users.
Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...Simplilearn
This presentation about Facebook ads will help you understand what are Facebook ads, how to advertise on Facebook, the types of ads that Facebook offers, steps involved in creating a Facebook ad campaign and some do's and dont's of Facebook advertising. This tutorial is designed for beginners who want to get started with Facebook paid marketing. It goes into detail about the various ways Facebook ensures that your advertisement reaches the appropriate audience along with practical examples for the same. You will understand how these marketing features work along with strategizing and managing digital campaigns on Facebook. Now, let us get started and understand each step in the process of Facebook advertising.
Below topics are explained in this Facebook ads presentation:
1. What are Facebook ads
2. Why advertise on Facebook
3. What are the types of Facebook ads
4. What are the steps to creating a Facebook ad
5. The Do's and Don'ts of Facebook Advertising
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training.
This document is a tutorial on creating paid online advertising campaigns for small businesses. It covers key terms related to online advertising costs and metrics. It also outlines different types of contextual advertising units, including search engine marketing (SEM) ads on platforms like Google AdWords and Bing Ads, as well as display ads. The tutorial contains 5 units that teach objectives like identifying ad types, strategic campaign planning, design and copywriting, and measuring ad effectiveness.
eMarketer Webinar: Integrating Search and Display—Tactics for More Effective ...eMarketer
Join eMarketer Principal Analyst David Hallerman and learn how to improve the process of buying, integrating and measuring search and display advertising.
This document introduces paid social media advertising and provides guidance on setting up campaigns. It explains that paid social ads allow targeting specific audiences unlike organic posts. The top platforms for paid social are Facebook, Instagram, Twitter and LinkedIn. Objectives include awareness, engagement, leads and sales. Factors like audience, sector and funnel stage determine the best platform and ad type. Setting up involves defining objectives, targeting the right audience and choosing ad formats. Ongoing management of 1-2 days per platform per month is required for optimization.
Practical Tips for Lead Generation Through Display AdvertisingVivastream
Display advertising can play an important role in lead generation by reaching target audiences at scale throughout the buyer's journey. Some key tips for making display work include:
1) Define the target audience for a broad initial "reach" campaign.
2) Customize ad creative to directly address each audience segment.
3) Use an initial reach campaign followed by retargeting ads to drive serious conversions at lower cost.
4) Measure how display advertising impacts other lead generation tactics like search and email.
Digital Media Briefing & Planning Process Shane Crombie
The document outlines the ideal process for planning and implementing a digital media campaign in 3 sentences or less:
The process involves 5 phases - scoping the project, developing objectives and strategies, creating the media buy plan, executing the campaign, and ongoing optimization - to ensure the campaign delivers on its objectives through careful planning, execution, and measurement of performance.
Key aspects of the process include developing a media brief, estimating costs, gaining client approvals, negotiating with publishers, tracking spending and results, and adjusting tactics based on data to optimize toward goals.
YouTube Ads | YouTube Advertising | How To Run YouTube Ads 2019 | YouTube Ads...Simplilearn
The document discusses the benefits of advertising on YouTube. It notes that YouTube has over 1.9 billion monthly logged-in visitors and is the second largest search engine. It then outlines the different types of YouTube ads, including skippable video ads, non-skippable bumper ads, and masthead ads. Key metrics for measuring YouTube ad performance like views, clicks, watch time, and subscribers are also defined. The document concludes with tips on how to create and optimize YouTube ad campaigns, and provides an example of how clothing brand Superdry successfully increased brand lift and ROI using YouTube video ads.
The document discusses how brands should focus on the customer experience and act as verbs by engaging with customers in real life to have a real impact. It emphasizes that customers buy based on what a brand does for them and the feelings it provides, like a sense of belonging. The most powerful experiences are those that make customers want to advocate for the brand. The document outlines principles for building brand experiences by enticing customers, engaging them in conversations, and extending beliefs. It also discusses how brand starts from company culture and values, not just marketing strategies. The last sections provide a customer journey map and case studies of how brands can redefine the customer path and create planning tools and information to improve the experience.
This document provides an overview of library services available through the Miami-Dade Public Library System (MDPLS). It describes children's events and resources, online tutoring assistance, databases for homework help and job searching, downloadable ebooks, audiobooks, music and movies through services like Hoopla and Freegal. Library cardholders have access to these electronic resources and over 50 physical libraries and bookmobiles across Miami-Dade County. The document promotes Mango Languages courses, museum passes, makerspaces, and 24/7 access to library resources through the MDPLS website.
This document discusses phase preserving denoising of images using wavelet transforms. It begins with an overview of image noise and motivation for denoising. It then covers the Fourier transform and wavelet transform, explaining how wavelet transforms can localize frequency information in images. The document focuses on using log-Gabor wavelets, which have Gaussian transfer functions on a log frequency scale, to extract local phase and amplitude information from images. This allows denoising of images while preserving structural phase information for higher quality results.
Rotary club of south miami presentation 2016 04-26Ellen Book
This document promotes the resources available through a library card, including online scholarship searches, career tools, and courses for learning. It highlights several digital resources for ebooks, audiobooks, music, magazines and movies that can be accessed for free through library apps and databases. Library cardholders also have access to business resources, demographics data, and art collections for educational use.
This document summarizes many of the digital resources available through a library card from the Miami-Dade Public Library System. It outlines how cardholders can access ebooks, audiobooks, magazines, music, movies and more through free services like Hoopla, Freegal, and Axis 360. It also advertises summer reading programs for children and teens with prizes, coding clubs, and other learning opportunities available at local library branches.
Hem Singh is seeking a position in material management or stores operations with a reputable organization. He has over 10 years of experience in stores operations, inventory management, and coordination with production planning. Currently he works as an Assistant Manager at Minda Industries, where he is responsible for inventory control, vendor coordination, and ensuring timely store operations and reporting. He has a Bachelor's degree in Business and additional qualifications in mechanical engineering and computer skills.
There are few things more rewarding than seeing your company grow beyond borders. But let’s face it -- global marketing isn’t for the faint of heart. It’s complicated, with many moving parts.
International consulting firms can help along your global marketing efforts, but are out of reach for most budgets. Learning by trial and error is always an option -- but it’s too risky and time-consuming.
What can you do instead? Look no further. We’ve gathered some of the best global marketing advice into a single place. Whether you’re new to global marketing or a veteran who wants some pro tips, the Global Marketing Playbook will set you up for success.
Download "The Global Marketing Playbook" to learn how to develop a global marketing strategy, assemble your global team, prepare for localisation and choose the best technologies.
This document provides an overview of taking a data-driven approach to content marketing. It discusses establishing a content strategy with data at the core, using data to inform content ideation, analyzing distribution channels, optimizing the content experience, and measuring content performance. Specific metrics, tools, and tactics are provided for each stage of content marketing to help understand what is and isn't working and make better decisions based on data. The overall goal is to implement a structured yet agile process informed by analytics at every stage of content creation and distribution.
This document provides an overview of taking a data-driven approach to content marketing. It discusses establishing a content strategy with data at the core, using data to inform content ideation, analyzing distribution channels, optimizing the content experience, and measuring content performance. Specific metrics, tools, and tactics are provided for each stage of content marketing to help understand what is and isn't working and make better decisions based on data. The overall goal is to implement a structured yet agile process informed by analytics at every stage of content creation and distribution.
This document provides an overview of inbound marketing strategies in 4 steps: 1) Know your customer, 2) Craft an SEO strategy using keyword research and on-page optimization, 3) Create compelling content, and 4) Enable social channels like blogging, syndication, and communities. It emphasizes the importance of understanding customers, creating valuable content, and leveraging search and social channels to build relationships and achieve organic distribution through earned impressions.
How to Find Your Ideal Guest with Google Analytics Net Affinity
Supercharging your hotel's conversion rate by analysing large chunks of data can be a tough nut to crack. How do you convert all that data into the kind of numbers you really want—bookings?
Thankfully, there are lots of very powerful and cost-effective tools on the market which can give you far deeper insight into how and why our marketing activities are working. One of the most important ones you can have in your toolkit is a customer persona.
Here, we'll teach you how they can help you, how to build them and how to use them.
How to Find Your Ideal Guest with Google AnalyticsNet Affinity
Supercharging your hotel's conversion rate by analysing large chunks of data can be a tough nut to crack. How do you convert all that data into the kind of numbers you really want—bookings?
Thankfully, there are lots of very powerful and cost-effective tools on the market which can give you far deeper insight into how and why our marketing activities are working. One of the most important ones you can have in your toolkit is a customer persona.
Here, we'll teach you how they can help you, how to build them and how to use them.
The document provides an overview of content marketing fundamentals. It discusses that content marketing involves creating valuable, relevant content to attract and engage an audience in order to boost sales. It should not be confused with traditional marketing or low-quality content like outsourced SEO copywriting. The document outlines steps to develop an effective content marketing strategy, including defining target audiences and markets, creating different types of content, publishing and promoting content, and continuously optimizing efforts based on data and testing.
Are you struggling to create content that engages your audience? Content marketing success relies on your ability to understand and target the customer context. This guide helps you do just that.
How To Grow More Website Traffic With Growth Hacking & Inbound MarketingKennedy Andersson AB
If you want to upgrade your company’s ability to get found, get leads and close sales, then this guide should open up your
mind to consider all the elements of a comprehensive inbound marketing programme.
This document discusses different types of customer data that marketers can use to drive customer action. It features opinions from 13 marketing professionals on which type of data is most effective. They discuss using behavioral data, predictive analytics, site search data, demographic data, and call attribution data to better understand customers, personalize experiences, increase conversions and sales. Most agree that combining multiple types of customer data provides the most complete picture of customers and is most effective for influencing their behaviors.
This document provides an introduction to inbound marketing. It discusses key concepts like buyer personas, the buyer's journey, and using content and SEO to attract potential customers at different stages of their journey. The document is from Doidea, an inbound marketing agency, and it serves as an eBook to teach beginners the basics of inbound marketing. It covers topics like understanding your audience, creating the right content for different stages, and optimizing content to rank higher in search engines. The overall goal of the document is to explain the core components of a successful inbound marketing strategy.
This document discusses content marketing strategies. It covers how traditional tactics like search engine marketing are becoming less effective, while content marketing through content publishing, native advertising, and social media is growing in importance. Content marketing involves telling stories that audiences want to hear in order to engage them, differentiate brands, and improve discoverability online. The document provides statistics on the impact of content and discusses best practices for a content marketing strategy including developing an "editorial perspective" to guide high-quality, consistently published content.
RiseFuel's Beginners Guide to Inbound MarketingTony Shannon
By now, we've all heard how valuable—even essential—inbound marketing can be for growing sales and finding new customers. Whether your current sentiment leans more toward enthusiasm or trepidation, there's no way around the fact that inbound marketing is far more complex field than it first seems.
Diving in without a sense for what it's like can be overwhelming, and building a marketing strategy that provides real value takes both savvy and hard work, but fear not—we're here to help!
Tips To Grow Your Business | Jignesh ShahJignesh Shah
1) The document provides 10 practical marketing tips for growing a business, including reconsidering traditional marketing budgets, creating evergreen content, collecting customer contact information, optimizing online listings, using social media, identifying influencers, leveraging social proof, borrowing ideas from others, focusing on visual and short-form content, and analyzing marketing ROI with analytics.
2) Some key tips include creating long-lasting content that retains value, collecting customer details through newsletters and in-store forms, ensuring proper online listings boost visibility, identifying influencers to amplify reach, and using analytics to measure campaign performance.
3) Traditional marketing methods like TV, print and direct mail often have low engagement rates, so the tips suggest
Stephen Wind-Mozley, Digital Director of Virgin Media Business goes through the 7Cs of effective digital marketing: customer, content, conversion, context, community, convenience, cohesion and how they can help SMEs succeed.
This deck was originally presented on an FSB webinar in September 2016
1. Connect your CRM data. Don’t just collect it and keep it in silos.
2. Invest more in mobile. Mobile targeting and ROI are looking better than ever.
3. Personalize. It’s the big pay-off of all that data and analysis.
4. Measure, measure, measure. Know what works and double down.
5. Be up front about privacy. Consider the other side of targeting.
The document provides guidance on using online press releases to promote content and drive traffic. It recommends:
1) Optimizing press releases for search engines by including targeted keywords that match what readers search for at different stages of the buying cycle.
2) Choosing 2-5 target keywords and including them naturally 2-5 times per 500 words to attract search traffic while avoiding "search spam".
3) Including a clear call to action at the end of the press release to encourage readers to engage further with the content, such as clicking a link.
The document provides guidance on using online press releases to promote content and drive traffic. It recommends:
1) Optimizing press releases for search engines by including targeted keywords that match what readers search for at different stages of the buying cycle.
2) Choosing 2-5 target keywords and including them naturally 2-5 times per 500 words to attract search traffic while avoiding "search spam".
3) Including a clear call to action at the end of the press release to encourage readers to engage further with your content or business.
Using Growth Hacking & Inbound Marketing To Grow On A BudgetKennedy Andersson AB
Low cost & high impact inbound marketing can ignite growth on a limited budget, if you a start-up or feel like giving-up there are opportunities with a comprehensive inbound marketing program to grow your leads and business.
This document provides an overview of strategies for perfect preparation in marketing, including increasing new business, pitching to customer personas, creating buyer personas, mapping the buying stages, and using marketing automation and landing pages. It discusses obtaining customer permission, understanding different customer types through personas, conducting research to develop personas, and how automation can be used to have ongoing digital conversations with customers at each stage of the buying process. The document also compares different automation platforms like Mailchimp and Marketo and landing page tools to engage customers.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
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.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
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Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
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6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
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.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
The Future of Marketing
1.
2. HUBSPOT • The Future of Marketing 2
INTRODUCTION
If we could see the future,
marketing would be a heck of a lot easier.
Imagine knowing which online channels your prospective customers would be
hanging out on a year or two from now; or knowing what types of content those prospective
customers would be consuming.
Armed with these future insights, you could spend less time trying to understand your
target audience and more time engaging that audience.
Or imagine knowing ahead of time which emerging technologies would end up having
the biggest impact on your bottom line. You wouldn’t have to worry about figuring out
which tools you should be investing your time and energy into. If you could see the
future, you’d just know.
Unfortunately—and I know this may come as a shock—our engineers here at HubSpot
have yet to master the whole time travel thing.
So for now, we’ll need to continue to analyze past performance in order to inform the
marketing we do in the present.
That doesn’t mean, however, that we can’t make some informed predictions as to the
way things are headed.
3. HUBSPOT • The Future of Marketing 3
INTRODUCTION
Inbound marketing, after all, is “future proof,” in the sense that it sits beneath all of the
changes that can (and do) occur. As new networks and technologies emerge—and
existing networks and technologies evolve—we can incorporate those changes into the
inbound methodology of attracting, converting, closing, and delighting.
In this guide, we’ll explore some of the biggest marketing trends that you’ll be likely to
encounter in the next few years, along with some tips for how you can capitalize on them.
(continued)
ATTRACT CONVERT CLOSE DELIGHT
Strangers Visitors Leads Customers Promoters
? ? ?
4. HUBSPOT • The Future of Marketing 4
TABLE OF CONTENTS
Data-Driven pg. 5
Personalized pg. 9
Integrated pg. 11
Native pg. 14
Mobile (& Beyond) pg. 16
1
2
3
4
5
6
The future of marketing will be ...
5. HUBSPOT • The Future of Marketing 5
According to a study from the Leapfrog Marketing Institute, 93% of CMOs agree that they
are under more pressure to deliver measurable ROI (return on investment) today than
they were just a few years ago.
What’s more, a recent State of Inbound survey shows that “proving the ROI of marketing
activities” is the number one challenge marketers are facing.
Well hardly a novel concept, data-driven marketing is becoming less and less of a “nice-
to-have” and more and more of a necessity. Marketing isn’t something that you can
haphazardly throw money at any more; all investments need to be accounted for and
tied back to the bottom line.
In the past, marketers often relied on gut instincts and personal preferences in order to
make decisions. When faced with questions like, “Which color should we use for this?” or
“Which bit of text should we use for that?,” the answer was usually something along the
lines of, “Whichever one we feel like using.”
In the future, data--not opinion--will inform marketers every step of the way.
So, when faced with questions like, “Which color should we use for this?” or “Which bit of
text should we use for that?,” the answer will be something along the lines of, “We’ll use
the one that performed better in the A/B test.”
Today, businesses around the globe are embracing a more scientific, quantifiable
approach to marketing. And this approach requires collecting and analyzing data. Lots of
data. To quote astrophysicist Neil deGrasse Tyson:
DATA-DRIVEN 1
“Any time scientists disagree, it’s because
we have insufficient data. Then we can
agree on what kind of data to get; we get
the data; and the data solves the problem.”
6. HUBSPOT • The Future of Marketing 6
Or, as Sherlock Holmes author Sir Arthur Conan Doyle once noted:
Historically, marketing has been heavy on the theories and short on the facts. But since the
advent of marketing analytics software, which can measure website visits and CTA clicks
and conversion rates and more, the art of marketing has been gradually transforming into
a science.
In order to maximize engagement and, ultimately, drive more business, marketers need
to scientifically analyze what’s working and what isn’t.
The first step: Make some observations.
Monitor the metrics that are important to your business and report on those metrics
regularly.
(Screenshot: HubSpot’s Reporting Add-On)
DATA-DRIVEN 1(continued)
“It is a capital mistake to theorize before one has
data. Insensibly one begins to twist facts to suit
theories, instead of theories to suit facts.”
7. HUBSPOT • The Future of Marketing 7
Some of the metrics we like to report on at HubSpot include:
• New Marketing Qualified Leads - How many of your leads are ready to be passed off
to your sales team, and where (e.g., organic search, direct traffic, social media, etc.) are
those leads coming from?
• Contact Lifecycle Funnel - How are your contacts distributed throughout your funnel?
(i.e., What percentage are leads? What percentage are marketing qualified leads?
Opportunities? Customers?)
• Blog Leads by Original Source - The people who convert on your blog ... where are
they coming from? (e.g., organic search, direct traffic, social media, etc.)
• Contacts by Conversion - How many contacts are converting on your most popular
pages? What types of conversions are most common for each page? (e.g., contact to
lead, lead to marketing qualified lead, etc.)
• Lead to Customer Conversion Rate - What % of your leads become customers?
• Contacts by Persona - How many of your contacts belong to each of your buyer persona
groups (assuming you have more than one)?
Note for HubSpot customers: You can view all of these metrics (and more) in a single dashboard using
our new Reporting Add-On.
Once you’ve developed some benchmarks, or a baseline of how your marketing machine
is operating, you can start asking questions, such as: “Why is this metric always so low
on this day?” or, “What caused this huge increase in this metric? (And how can we repeat
it?)”.
From there, you can start forming—and testing--some hypotheses.
At HubSpot, for example, our blogging team recently had a hunch about what might
happen to certain metrics if they increased (or decreased) their publishing frequency. So,
they tested it.
DATA-DRIVEN 1(continued)
8. HUBSPOT • The Future of Marketing 8
Ultimately, the more you can learn about who your customers are, and how your
marketing/sales funnel is performing, the better you’ll be at predicting which of your
new leads will have a high likelihood of becoming customers.
The tricky part, of course, is bringing together all of the relevant data and crunching the
numbers.
Predictive lead scoring technology can take a lot of the guesswork out of this process.
With HubSpot’s Predictive Lead Scoring, for example, we sort through all of your contacts,
compare attributes from engaged and unengaged contacts, and then generate a model
that rates your contacts on how likely they are to convert.
By identifying which of your leads have a high probability of converting, you can narrow
the focus of your personalization efforts even further (more on that next) and arm your
sales team with the content and context they need to close deals.
DATA-DRIVEN 1(continued)
9. HUBSPOT • The Future of Marketing 9
According to a study from Janrain, nearly three-fourths (74%) of online consumers get
frustrated with websites when the content they see on the page has nothing to do with
their interests.
This is just one indication that the traditional, one-size-fits-all approach to serving content
is on the decline.
In a world where music streaming services like Spotify and Pandora allow listeners to
create personalized playlists and radio stations, and commerce websites like Etsy and
Amazon provide shoppers with personalized purchase suggestions, it’s becoming more
and more imperative for marketers to incorporate personalization into their strategies.
And no, we’re not just talking about adding first names to the beginnings of emails
(although that can potentially help you increase your click-through rates).
The goal of personalization isn’t to creep people out by showing how much of their
personal information you can spit back at them; the goal is to provide people with an
experience that reflects their past preferences and behaviors, and that anticipates what
they are going to want or need next.
For example, if someone downloads your ebook on “X”, and then downloads your ebook
on “Y”, you can send them a personalized email containing your ebook on “Z”.
PERSONALIZED 2
10. HUBSPOT • The Future of Marketing 10
Of course, personalization isn’t limited to email (or ebooks). Using smart content, you
can personalize your homepage, landing pages, site pages, forms, and calls-to-action
(CTAs). And you can target the content you display based on anything you know about
your contacts and visitors, from their location and referral source to where they are in the
buying process.
Using smart content, you can ensure that customers, leads, and first-time visitors all have
different experiences, which are tailored to their specific circumstances.
So, how do you figure out what content to show each of the different groups you’re
targeting?
It all starts with creating buyer personas: representations of your ideal customers. By
identifying the core characteristics and preferences of your prospects, and understanding
their goals and pain points, you’ll be able to figure out the topics (and formats) that really
resonate with them.
And if you need a little help, we’ve got you covered: you can download our free Buyer
Persona and Content Mapping templates.
PERSONALIZED (continued) 2
11. HUBSPOT • The Future of Marketing 11
In the olden days, your marketing channels and tactics existed in silos. You did your
search engine optimization (SEO) over here, and your social media marketing over there,
and then you did your blogging someplace entirely different.
The problem with this setup, of course, is that it’s nearly impossible to get all of the different
technologies being utilized to communicate with one another. When you’re working with
a “Franken-system,” i.e., a system that’s hobbled together from bits and pieces of different
technologies, there’s no easy way to get a holistic view of your marketing.
Since the advent of integrated marketing platforms, the headaches surrounding Franken-
systems have started to disappear. Using an all-in-one system, you can manage your
SEO, social media, blogging, landing pages, CTAs, email, marketing automation, and
analytics all in one place.
Instead of logging into eight different software tools, you can log into one.
What’s more, with an integrated marketing platform, there’s no risk of getting confused
by disparate naming conventions or different ways of calculating certain metrics. Instead,
everything is streamlined.
INTEGRATED 3
12. HUBSPOT • The Future of Marketing 12
INTEGRATED (continued)
One of the pieces that’s been largely missing from the marketing integration puzzle?
Paid advertising. But of course, that’s going to change.
Now, for you inbound marketing purists out there, you might be thinking to yourselves,
“Paid advertising? That’s against the rules!”
The reality, however, is that businesses looking to jumpstart their growth can benefit
from paid advertising ... provided they use it correctly. That means developing a
comprehensive list of keywords you’re trying to target, doing research to figure out
how competitive those keywords are, and—of course—tracking your conversions so
you know what’s working and what isn’t.
Keep in mind, however, that with paid advertising, you’re really only renting your
audience: Once you stop putting money in, the ads disappear and so does the audience.
Note: If you’re a HubSpot customer, you can easily integrate it into your marketing platform with our Ads Add-
on. Using the add-on, you can create ad campaigns, measure conversions and return-on-investment (ROI), and
optimize ads to improve performance …. all from within HubSpot.
3
13. HUBSPOT • The Future of Marketing 13
To be clear, you don’t need to invest in paid advertising. (And as you’ll learn in the next
section, the world of online advertising will be undergoing some serious changes in
the not-too-distant future.)
However, if you do want to supplement your inbound activities with some paid ads,
keeping a tight integration with the rest of your marketing software will make life a heck
of a lot easier.
Of course, this isn’t just true for paid advertising. In the future, your sales and services
technology will also be integrated into an all-in-one solution.
Imagine being able to see billing data alongside website site traffic data, or being
able to trigger email workflows based on help-desk submissions. In the future, tighter
integrations between marketing, sales, and services tech will make this possible.
(Note for HubSpot customers: you can start making this a realty with the HubSpot Connect integration platform.)
INTEGRATED (continued) 3
14. HUBSPOT • The Future of Marketing 14
NATIVE 4
Back in 2013, the total amount spent on native advertising, according to BI Intelligence,
was $4.7 billion.
In 2015, it was estimated that native ad spend reached around $11 billion.
And in 2017, that figure is projected to reach about $17.5 billion.
“Traditional” online advertising, on the other hand, will have several hurdles to contend
with in the next few years.
Google, for example, has already started blocking video ads (made with Adobe Flash) in
its Chrome browser. (Or, more accurately, the updated browser pauses Flash ads from
loading automatically, so users can decide whether or not they want to engage.
Apple, meanwhile, now lets you download apps that block ads in its Safari browser--a
move that’s causing quite a stir.
A $70 billion mobile-marketing industry hangs in the balance, according to The Wall
Street Journal. If fewer and fewer iPhone and iPad users are seeing ads, publishers will
be making less and less money. The stage will be set for a new model to take over.
Native Advertising Revenue (U.S.)
2013
2017
2015
15. HUBSPOT • The Future of Marketing 15
Ever notice one of those “sponsored by” or “brand publisher” or “paid post” tags on an
article you’re reading? That’s an example of native advertising in action.
Instead of interrupting people, native ads are designed to fit naturally into the publications
(or other media) people are enjoying. The ad is the content, and vice versa.
In addition to “sponsored stories” appearing in publications both new (e.g., BuzzFeed)
and old (e.g., The New York Times), examples of native advertising include:
• sponsored videos on popular YouTube channels
• sponsored discussions on Reddit
• sponsored products on Amazon
When used correctly, native advertising offers marketers an opportunity to expand their
reach without interrupting anybody. Thinking of launching your own native ad campaign?
These blog posts can help you get started:
• How to Build a Successful Native Advertising Campaign
• The Science Behind Why Native Ads Work
• Why Your Native Advertising Campaigns Will Fail Without Inbound Marketing
NATIVE 4(continued)
16. HUBSPOT • The Future of Marketing 16
Since the release of its “Mobile Friendly” update in 2015, Google doesn’t just consider
mobile optimization an important factor for user experience, it uses mobile optimization
as a ranking factor.
When it comes to optimizing your website for search, and to providing a consistent
experience to visitors who are accessing your site from a variety of different devices,
Google recommends using responsive design.
With responsive design, content automatically adapts to different screen sizes and
orientations. The technology also employs the same HTML and uses the same URLs
across all devices, which makes it easier for search engines to crawl and index your
website’s pages.
Best of all, responsive design can adapt to new, internet-enabled devices as they appear
on the market.
While once confined to clunky computers, the internet is now available across countless
devices; from phones, tablets, and wearables, to smart TVs, refrigerators, and cars.
According to The Internet of Things report from the MIT Technology Review, in 2017 we
can expect there to be more than 20 billion internet-connected devices in the world.
Are you ready for the future?
MOBILE (& BEYOND) 5
17. HUBSPOT • The Future of Marketing 17
INTRODUCTION
Written & designed by: Erik Devaney | @BardOfBoston | Content Strategist, HubSpot
THANKS FOR READING
The future of marketing can never be known for certain. But by studying and learning
from the past, and by investing in the latest technological innovations, we can prepare
ourselves for the years ahead.
Want to take a closer look at the new marketing and sales tools we’ve been cooking up
at HubSpot? You can check them out here.