This session for the WACVB Tech Summit 2014 event focussed on effective email marketing strategies and tactics for CVBs, DMOs, and the larger travel vertical. It includes information related to email trends, research, strategy, planning, execution, integration (content, social, offline). It also dives into specific examples of email branding, acquisition, loyalty, and retention strategies, covering best practices as well as advanced tactics.
SEO is beyond keywords and links. Here are future trends for the role of SEO that focuses on a customer centric, integrated marketing approach, Presented by Lee Odden, CEO of TopRank Online Marketing at OMWeek in Madrid, Spain.
Event: SEJ Summit London Hosted by Searchmetrics
The content landscape is shifting dramatically, especially with the upcoming Google update which includes mobile-friendliness as a ranking factor. Marcus shows us examples and data from a comprehensive content factor analysis that shows how important the searcher's context and intention have become.
Skyword Forward 2016 Preview: How to Build Your Content Marketing Strategy by...Skyword Inc.
When you spend so much time investing in your content creation process, it can be easy to lose sight of the end goal. A successful content strategy must be able to measure it’s worth by tracking the new leads coming in, as well as audience engagement. In order to own your audience, you have to first figure out how they interact with your content. During the webinar, he will discuss key factors to content marketing success including how to:
-Define your mission statement
-Track your buyer's journey
-Identify key KPIs
Don’t just hear him speak during the webinar. Secure your seat to see him at Forward by registering for our conference from June 22nd-23rd (http://www.skyword.com/forward/).
Use the promo code 100_off to get 20% off your ticket.
SEO is beyond keywords and links. Here are future trends for the role of SEO that focuses on a customer centric, integrated marketing approach, Presented by Lee Odden, CEO of TopRank Online Marketing at OMWeek in Madrid, Spain.
Event: SEJ Summit London Hosted by Searchmetrics
The content landscape is shifting dramatically, especially with the upcoming Google update which includes mobile-friendliness as a ranking factor. Marcus shows us examples and data from a comprehensive content factor analysis that shows how important the searcher's context and intention have become.
Skyword Forward 2016 Preview: How to Build Your Content Marketing Strategy by...Skyword Inc.
When you spend so much time investing in your content creation process, it can be easy to lose sight of the end goal. A successful content strategy must be able to measure it’s worth by tracking the new leads coming in, as well as audience engagement. In order to own your audience, you have to first figure out how they interact with your content. During the webinar, he will discuss key factors to content marketing success including how to:
-Define your mission statement
-Track your buyer's journey
-Identify key KPIs
Don’t just hear him speak during the webinar. Secure your seat to see him at Forward by registering for our conference from June 22nd-23rd (http://www.skyword.com/forward/).
Use the promo code 100_off to get 20% off your ticket.
Improve Lead Quality with AI powered call trackingSmart Insights
Discover how top brands have incorporated Artificial Intelligence into their online lead generation strategy to generate a greater return on investment from Google Ads.
Google's data confirms that over 70% of sales leads are generated through inbound phone calls - find out how they used AI to discover whether the call was a sale or not in real time, enabling faster optimisation.
5 Key Takeaways:
- For offline sales, bridging the gap after they click hasn't always been possible, until now using Artificial Intelligence
- Call Tracking has its limitations without AI - you know you've had a call, but was it a new sale or a returning customer?
- Trying to match data from multiple systems won't always be accurate - create your own data with AI
- Using AI can speed up your call analytics, enabling you to understand in real-time what's happening with your lead generation strategy to implement real-time optimisation of your Google Ads.
- Generate more sales through better customer insight, not only from new customers, but returning customers and what keywords they are using to find you.
If you are looking at new ways to generate inbound telephone leads, improve the quality of leads or improve conversion then you should tune in for this webinar.
The Journey from Search to Social: Marrying Paid Search with Social AdvertisingAdStage
New tactics to always stay relevant in digital advertising are revealed in this presentation. Learn how to take your paid search expertise and spin it into social advertising for more syndication.
Is Web Traffic Decreasing? Make More of What You Get. Everyone’s investing heavily in content marketing, while industry pundits are chattering about the content overload problem. Marketing apps can solve this by leveraging trends around Youtility to make static content useful and valuable. Find out how to put your content to work in interactive marketing apps that engage visitors, collect valuable user data and ultimately increase conversion rates.
Poor experiences, low ratings, and missed opportunities to engage and monetize customers are unfortunately the norm, not the exception, for most companies in today’s mobile world. How ironic, given that most consumers are spending the vast majority of their screen time in apps on their phones, which are now viewed as life enhancement devices that provide critical utilitarian function or on-demand entertainment. No other engagement point is as intimate as a mobile app on a phone, and companies that can digitally enhance their customers contextual experiences will have a significant competitive advantage in a world where many organizations aren’t updating or even measuring their apps to provide additional value to their customers. In this session, Nate Smith will share how to organize your app analysis for customer success, around the unique and fundamental combination of high engagement intent, context and recency dimensions that only mobile app data provides.
Alex Cheeseman, Global Head of Strategy at NewsCred, discusses the elusive 'holy grail' of content and how you can define it and find it for your business.
How many businesses are truly customer-centric? In this webinar we take a closer look at how Amazon creates such a strong culture of customer-centric innovation. This session led by Lara O’Shea, Global Consulting Partner for OgilvyRED, covers the Amazon ecosystem, growth pillars, and future outlook.
The buyer's journey today is largely a digital one, and marketers collect a rich and detailed set of data from the many "touchpoints" marketing deploys for prospects on their journey. Scott Brinker, president, CTO and co-founder of ion interactive and Jerry Rackley, Demand Metric's chief analyst and research report author, share insights from recent research on Digital Body Language, sharing perspective and research results on the problems and pathways to better sharing and utilizing this valuable data.
If you're looking to understand the fundamentals of digital marketing, this is the 101 presentation for you. This is part of the digital marketing Webinar series that are run for business owners, digital marketing practitioners and marketing managers to enable them to get an overview of what constitutes digital marketing and how online marketing works.
To know more about the author please connect with me on LinkedIn or at Twitter at @aon_menon
High-performing Doesn't Happen Overnight, It Takes PracticeMatt Badgley
Often we attend a training class (e.g. an agile bootcamp) and we are told to "go forth and be awesome." Well, if you are trying to form high-performing product delivery teams, there's a ton to learn and a ton of things to #suckless at, so it takes practice. This session is all about using Deliberate Practice to improve our skills.
Paid Search, SEO, Video Search, Directories, Content Syndication, Reputation Management… There are few sources of visibility and traffic more valuable than the search engine results page (SERP). In this 2-hour class, we’ll cover the options available to marketers, as well as discuss how specific marketers should maximize the true ROI of every form of search engine marketing. No single strategy works for every marketer, but there are tried and proven ways to dramatically improve your chances of success. We will keep the session interactive for those who have specific challenges they would like to address.
Competitive SEO - Canadian Chamber of Commerce, Hong KongMWI Hong Kong
Presentation given on Wednesday, May 21st, 2014 at the Canadian Chamber of Commerce in Hong Kong on the topic of SEO. This presentation gives an executive overview of SEO.
Asia has traditionally lagged about 10 years behind North America and Europe when it comes to online marketing. But now companies are catching on, and catching up, and they're doing it in a hurry. The businesses that are first to embrace online marketing techniques like search engine optimization (SEO) can build a long lasting competitive advantage, if they do things the right way.
Attendees of this course learned:
How search engines like Google, Baidu, and Yahoo work
How much you can realistically expect to spend on SEO?
How to make the choice to do your SEO in-house or hire a firm?
How to avoid getting ripped off by an unscrupulous SEO firm?
What you can do today, for free, to instantly get better SEO results?
2017 Planning: Using Attention-Based Marketing to Boost ConversionMarketo
For modern marketers, attention is everything. Cat videos and Kim and Kanye are stealing it and, as a marketer, you need to earn it back and retain it. Join this webinar to learn how RES, a Gartner “Cool Vendor” for 2015, is meeting their goal of growing Sales Accepted Leads by making a simple change to how they serve up their content—without spending more on creating or promoting it. RES fights hard for the attention of their prospects, but they wanted to empower buyers to consume as much content as possible to make them more sales-ready faster. Hear how RES upgraded their nurture, content syndication, and welcome programs to deliver all the content an engaged prospect might want in a single session.
Staying Competitive in Today's Digital Workforce: Advanced Social Media Strat...Hootsuite
Today’s widening global skills gap impacts businesses, employees, and customers. It has become more important than ever to empower professionals with social media education to provide value to business. The Advanced Social Media Strategy Certification (ASMS), created by HootSuite and Syracuse University’s S.I. Newhouse School of Public Communications—two global leaders in digital communications—provides strategic social media skills to an evolving digital workforce.
In this case study, discover how ASMS Certification provides value to businesses and professionals through the stories and key takeaways of enrolled professionals.
Improve Lead Quality with AI powered call trackingSmart Insights
Discover how top brands have incorporated Artificial Intelligence into their online lead generation strategy to generate a greater return on investment from Google Ads.
Google's data confirms that over 70% of sales leads are generated through inbound phone calls - find out how they used AI to discover whether the call was a sale or not in real time, enabling faster optimisation.
5 Key Takeaways:
- For offline sales, bridging the gap after they click hasn't always been possible, until now using Artificial Intelligence
- Call Tracking has its limitations without AI - you know you've had a call, but was it a new sale or a returning customer?
- Trying to match data from multiple systems won't always be accurate - create your own data with AI
- Using AI can speed up your call analytics, enabling you to understand in real-time what's happening with your lead generation strategy to implement real-time optimisation of your Google Ads.
- Generate more sales through better customer insight, not only from new customers, but returning customers and what keywords they are using to find you.
If you are looking at new ways to generate inbound telephone leads, improve the quality of leads or improve conversion then you should tune in for this webinar.
The Journey from Search to Social: Marrying Paid Search with Social AdvertisingAdStage
New tactics to always stay relevant in digital advertising are revealed in this presentation. Learn how to take your paid search expertise and spin it into social advertising for more syndication.
Is Web Traffic Decreasing? Make More of What You Get. Everyone’s investing heavily in content marketing, while industry pundits are chattering about the content overload problem. Marketing apps can solve this by leveraging trends around Youtility to make static content useful and valuable. Find out how to put your content to work in interactive marketing apps that engage visitors, collect valuable user data and ultimately increase conversion rates.
Poor experiences, low ratings, and missed opportunities to engage and monetize customers are unfortunately the norm, not the exception, for most companies in today’s mobile world. How ironic, given that most consumers are spending the vast majority of their screen time in apps on their phones, which are now viewed as life enhancement devices that provide critical utilitarian function or on-demand entertainment. No other engagement point is as intimate as a mobile app on a phone, and companies that can digitally enhance their customers contextual experiences will have a significant competitive advantage in a world where many organizations aren’t updating or even measuring their apps to provide additional value to their customers. In this session, Nate Smith will share how to organize your app analysis for customer success, around the unique and fundamental combination of high engagement intent, context and recency dimensions that only mobile app data provides.
Alex Cheeseman, Global Head of Strategy at NewsCred, discusses the elusive 'holy grail' of content and how you can define it and find it for your business.
How many businesses are truly customer-centric? In this webinar we take a closer look at how Amazon creates such a strong culture of customer-centric innovation. This session led by Lara O’Shea, Global Consulting Partner for OgilvyRED, covers the Amazon ecosystem, growth pillars, and future outlook.
The buyer's journey today is largely a digital one, and marketers collect a rich and detailed set of data from the many "touchpoints" marketing deploys for prospects on their journey. Scott Brinker, president, CTO and co-founder of ion interactive and Jerry Rackley, Demand Metric's chief analyst and research report author, share insights from recent research on Digital Body Language, sharing perspective and research results on the problems and pathways to better sharing and utilizing this valuable data.
If you're looking to understand the fundamentals of digital marketing, this is the 101 presentation for you. This is part of the digital marketing Webinar series that are run for business owners, digital marketing practitioners and marketing managers to enable them to get an overview of what constitutes digital marketing and how online marketing works.
To know more about the author please connect with me on LinkedIn or at Twitter at @aon_menon
High-performing Doesn't Happen Overnight, It Takes PracticeMatt Badgley
Often we attend a training class (e.g. an agile bootcamp) and we are told to "go forth and be awesome." Well, if you are trying to form high-performing product delivery teams, there's a ton to learn and a ton of things to #suckless at, so it takes practice. This session is all about using Deliberate Practice to improve our skills.
Paid Search, SEO, Video Search, Directories, Content Syndication, Reputation Management… There are few sources of visibility and traffic more valuable than the search engine results page (SERP). In this 2-hour class, we’ll cover the options available to marketers, as well as discuss how specific marketers should maximize the true ROI of every form of search engine marketing. No single strategy works for every marketer, but there are tried and proven ways to dramatically improve your chances of success. We will keep the session interactive for those who have specific challenges they would like to address.
Competitive SEO - Canadian Chamber of Commerce, Hong KongMWI Hong Kong
Presentation given on Wednesday, May 21st, 2014 at the Canadian Chamber of Commerce in Hong Kong on the topic of SEO. This presentation gives an executive overview of SEO.
Asia has traditionally lagged about 10 years behind North America and Europe when it comes to online marketing. But now companies are catching on, and catching up, and they're doing it in a hurry. The businesses that are first to embrace online marketing techniques like search engine optimization (SEO) can build a long lasting competitive advantage, if they do things the right way.
Attendees of this course learned:
How search engines like Google, Baidu, and Yahoo work
How much you can realistically expect to spend on SEO?
How to make the choice to do your SEO in-house or hire a firm?
How to avoid getting ripped off by an unscrupulous SEO firm?
What you can do today, for free, to instantly get better SEO results?
2017 Planning: Using Attention-Based Marketing to Boost ConversionMarketo
For modern marketers, attention is everything. Cat videos and Kim and Kanye are stealing it and, as a marketer, you need to earn it back and retain it. Join this webinar to learn how RES, a Gartner “Cool Vendor” for 2015, is meeting their goal of growing Sales Accepted Leads by making a simple change to how they serve up their content—without spending more on creating or promoting it. RES fights hard for the attention of their prospects, but they wanted to empower buyers to consume as much content as possible to make them more sales-ready faster. Hear how RES upgraded their nurture, content syndication, and welcome programs to deliver all the content an engaged prospect might want in a single session.
Staying Competitive in Today's Digital Workforce: Advanced Social Media Strat...Hootsuite
Today’s widening global skills gap impacts businesses, employees, and customers. It has become more important than ever to empower professionals with social media education to provide value to business. The Advanced Social Media Strategy Certification (ASMS), created by HootSuite and Syracuse University’s S.I. Newhouse School of Public Communications—two global leaders in digital communications—provides strategic social media skills to an evolving digital workforce.
In this case study, discover how ASMS Certification provides value to businesses and professionals through the stories and key takeaways of enrolled professionals.
Web Trainings offer Classroom and Online Digital Marketing Training. Learn SEO, SEM, SMO, Analytics, Email Marketing and Online Reputation Management concepts. Call 9052425444
Digital marketing is marketing that makes use of electronic devices (computers) such as personal computers, smartphones, cellphones, tablets Telivision sets TVand game consoles to engage with stakeholders.
Introduction to Digital Marketing | #IntroToDigital +22 Free Tools insideNicolas J. Chevalier
INTRO TO DIGITAL - In this presentation, you will find an introduction to digital marketing / online marketing. Through SEM, Display, Content Marketing, E-CRM, Digital communication, discover 22 free tools to do your own analysis.
Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.
Digital Marketing PPT(Presentation) - Digital Marketing StrategiesWeb Trainings Academy
In our Digital Marketing Presentation (PPT) we have various methodologies of Digital Marketing. In digital marketing we can generate traffic in both non-paid and paid methods. Based on the budget of the client we can utilize various digital marketing strategies like SEO, PPC, Display Ads, Social Media, Email Marketing etc.
The Good, The Bad & The Staples of Email MarketingRebeccaEddleman
Should your marketing emails be short and sweet or personal and direct? Text or images? The rules for creating the perfect email campaign aren't always black and white—learn how to identify your audience and the best way to reach them in this can't-miss Tech Byte. Two veteran marketers will present tried and tested examples, exploring the conflicting ideas of effective email marketing, how the audience and purpose are often lost or overlooked and the staples of email marketing that continue to work even as technology evolves.
This presentation was presented in 'Go Social: A Digital Marketing Tour Bootcamp' in Iligan City, Cebu City and Baguio City from November -December 2017.
The slide deck from Komal's presentation at TFM 2016, 28th September 2016. Discover what customers really want from email and how you can shape your email marketing to benefit all parties.
[Webcast] How to Get Your Email Marketing Off the GroundSendGrid
Are you seeing a 4,000% return on investment with your email program? If not, your program is achieving below average performance.
Get the tools to:
Create cost effective transactional and marketing email programs
Get your emails delivered to the inbox
Analyze the performance of your programs
Scale your program to meet the needs of your growing business
If you're marketing your business online, you can't escape content marketing. This presentation, originally given at the Apple Store North Michigan Avenue explains how you can use content marketing to drive cost-effective leads and develop a community of devoted customers.
The State of Local Marketing - Midwest Foodservice Expo PresentationBrandmuscle
Brandmuscle local marketing expert and Chief Strategy Officer Clarke Smith helped restaurant owners and managers boost their local marketing efforts with this presentation of practical advice from the company’s 2016 State of Local Marketing Report at the Midwest Foodservice Expo on Tuesday, March 8, 2016 in Milwaukee, Wisconsin.
How to Generate Sales Leads with Online MarketingAristotle Inc.
In this presentation, CEO of Aristotle, Marla Johnson Norris, explains the best ways to use online marketing to fill a company's sales pipeline including:
Learn how to enhance your online properties and promotions
New technologies and advancements in online marketing
Social media and company sales strategies
The formula for ridiculously effective online lead generation for both domestic and international audiences
Local Digital Marketing - More Than a Pin - Digital Summit 2018 - Kansas City...Mike Corak
Local Digital Marketing session at 2018 Digital Summit, Kansas City. Learn how to create and optimize a local digital marketing program beyond local listings, to capture interest on both the Enterprise and Local level. SEO, Content, SEM, Media, Social, Analytics and more.
TMSA - Modern SEO - DAC - Mike Corak - October 2018 - ChicagoMike Corak
Digital strategist Mike Corak, Vice President / General Manager of DAC Group, provides insights on how to establish goals and benchmark your SEO strategy and improve your website for top SEO performance. You’ll also learn about emerging trends in search engine performance, including local digital marketing and trends not even on your radar.
Local Digital Marketing - More Than A Pin - AMA Cincinnati - October 2017Mike Corak
When marketers talk about Local Digital Marketing, conversations almost always focus on Local Search. Are our location pins visible in the maps channel? Is our information correct? How do our reviews look? These are important questions to answer, and have a huge impact on business, but the truth is, Local Digital Marketing encompasses so much more. As technology, marketing capabilities, and user needs scale, so does our ability to engage with audiences in locally relevant ways across all digital channels.
When it comes to digital markeitng on the local level, most organizations are not reaching their full potential. Why? Well, it’s hard, and often difficult to prioritize against percived larger oportunities. But in sum, making a difference in local markets digitally can impact overall brand marketing success in dramatic fashion. In this highly interactive session we’ll explore locally focussed tactics that progressive organizations are investing in, and provide helpful prioritization tips to help you make the most of your local digital efforts. And we’ll do it all using LASERS!
Takeaways:
· Understand where the current digital bar is set in local marketing to assess your organization’s baseline
· Learn about ways to take these tactics to the next level
· Explore new tactics and integration points
· Prioritze your opportunities
· See what your peers in the room think!
Red Hot Digital Marketing Trends of 2016 - Cincinnati AMA - MarchMike Corak
With digital in full bloom, it’s hard to keep on top of what’s hot and what’s not. Thankfully, as a brand marketers/managers and leaders it’s not your responsibility to be monitoring the rise and fall of the latest trends – it’s ours. As VP and GM of DAC Group, Louisville, Mike Corak wouldn’t be doing his job if he wasn’t up to speed on the real-world staying power of digital trends and tactics. From ‘Why customer experience needs to be a top concern’ to ‘Looking beyond the Googlesphere for unique traffic and sizing up the data hound’s bark vs. its bite’ – this session will expose false predictions and shine a light on performing trends that brands shouldn’t ignore.
At the AMA Cincinnati event, Mike, or Mr. Corak as he is addressed by no one, will share his top eight digital trends that deliver. Together you’ll walk through the best of what’s ahead in digital tactics while gaining insight and tips for real-world application in digital communications, roadmap creation, and opportunity optimization for performance.
And, there may be lasers. For real.
What's that smell? Your Content R.O.T! Ethology Content Marketing WebinarMike Corak
Website visitors and search engines love fresh, relevant content. You know what they hate? The redundant, outdated and trivial (R.O.T.) content that’s sitting on your site right now.
How did we get here? By prioritizing quantity over quality, and focusing on the value of search over the value content brings to customers. More content is not the answer, and many marketers are content marketing their brands and customers to death. Thankfully, there is a solution.
Top 8 Digital Marketing Trends of 2015 - SEMpdx - April 2015 - fMike Corak
An updated presentation on the same topic from February's webinar, this presentation was from SEMpdx's April member meeting in Portland, Oregon. The session reviewed the top digital trends marketers are predicted to focus on this year, providing detail around the topics, and food for thought for future planning.
Modern SEO - It Takes a Village - EthologyMike Corak
Keyword research, content tagging and rankings are still important in search, but as engines become more sophisticated and consideration inputs expand, we’re moving closer than ever to realizing a true user-centric search ecosystem where the best answer for that user wins. Your developer still has a seat on the bus, and it’s an important one. But it’s time to make room for some friends!
The Top 8 Digital Trends for 2015 - Digiday Digital Love 15Mike Corak
With a new year comes new trends and tactics that can help drive your digital marketing efforts. But are they all really worth the hype and, more importantly, your time?
Join Jay Baer, The New York Times best-selling author and President of Convince & Convert, and Mike Corak, Ethology’s Executive Vice President of Strategy, as they break down this year’s latest and greatest digital marketing trends to see if you should love ‘em or leave ‘em.
In this webinar, you’ll learn how to:
Determine which of the top 2015 trends are right for your digital marketing mix
Incorporate user-centered design principles for a better brand experience
Evolve your content strategy and content marketing tactics
Make use of new organic search developments
Enhance internal organizational efforts to make your digital marketing more effective
Gut Checking Your 2015 Integrated Digital Marketing PlanMike Corak
Progressive brands are analyzing and prioritizing digital integration in their 2015 plans. Speakers shared a few key considerations throughout the planning process. They will discuss research and strategy, integrated tactics v. programs, and full-funnel analytics as we move into 2015.
Attendees of the webcast will take away the following:
Planning: What inputs and analysis are used to understand where tactical and integrated opportunities exist?
Execution: Where do “program” opportunities exist to improve cross-channel efficiencies and results?
What tactics will help your team successfully plan and execute winning digital campaigns?
Full-Funnel Analytics: What plans should be made to measure and capitalize upon results throughout the funnel, online and offline?
Accompanying webinar deck from Ethology's Mike Corak and Benjamin “Benjie” Pressman detailing how to tie social media across your earned, owned and paid digital media efforts in 2015 to accelerate your impact and deliver results. Both speakers tradeoff sharing their top social media marketing trends for 2015, so that you can hit the New Year running.
Key takeaways:
1. The most important platforms for brands.
2. How to ensure your company is set up to execute social effectively.
3. Ways to amplify social activity beyond organic engagement.
11 Content Marketing Planning Tips for 2015Mike Corak
This presentation, given by Jay Baer and Mike Corak, covers the top 11 +1 bonus content marketing tips for use in company's content marketing planning processes. Entering the new year it is critical to understand Tactically where the discipline is headed, Strategically how to create and what to consider in your plan, and Operationally how to pull of your your planned activity with processes and resources alike.
“Topics, not Keywords: How to Make Content Work for Brands with Google Hummingbird”
The presentation provides valuable insight as search engines move away from keywords and into semantics to find the best answer for a users’ inquiry.
The gist is that search evolution toward the semantic web is good news for content marketers in that the need for keyword-focused content is being replaced by thematic relevance and authority. Google is essentially catching up to what user-focused content should have always been.
The punch line is that future success in content marketing will be more dependent on system building than line-level content production and output. Create a centralized content strategy and integrated delivery systems to guide your content marketing efforts now.
Per the theme of the conference, one way content marketing creates value for customers is when its output is usable for both businesses and users. Unfortunately, what’s sometimes created is not usable content—it’s often a blog post developed to plug a missing SEO ranking for a keyword.
But what does result in something usable is when content is developed around a theme a brand is authentically authoritative on—coming from a true point of understanding user intent—and that the brand is proactively anticipating and creating content to be as useful and evergreen as possible.
All you have to do is ask yourself what kind of content would BEST fulfill users’ needs?
Modern SEO: Integrating Programs for Success - A Farmers Insurance Case StudyMike Corak
How a national insurance company is building its brand, and improving its bottom line, through an integrated, content strategy and user experience driven, SEO program designed to delight its visitors:
Hear from senior level Farmers Insurance marketing executives about their journey, significantly lifting web and local traffic, while improving engagement and conversion, through an integrated digital marketing approach to search centered in strong audience understanding, content strategy and user experience, guiding execution of organic and local search, social and content marketing. Learn how a mix of internal teams and agency partnerships help the Insurance firm innovate to maximize brand awareness and grow the customer base.
Attendees of the session will take way the following:
Why program integration is a must, from the user and search engine point of view
What true integrated program looks like, satisfying user and search engine needs.
A methodology for aligning staff and partners
How to measure the impact, and the potential program improvements that can be achieved
Digital Marketing Program Evaluation, Maturation and Evolution - A Digital Ma...Mike Corak
Is Your Marketing Mature Enough? Ways to Evolve Your Digital Marketing
Today’s digital marketing world is evolving quickly. Keeping up to date with the latest developments in social media, mobile marketing and search is crucial to staying ahead of your competitors.
Join Jeffrey Rohrs, author of the book “Audience: Marketing in the Age of Subscribers, Fans and Followers,” with panelist: Mike Corak a digital agency veteran as they share their experience in the rapidly evolving world of digital marketing. They’ll expose common digital marketing weaknesses and demonstrate how to turn those into game-changing opportunities.
Attendees will learn:
How to identify common mistakes in digital marketing
How to pinpoint opportunities where none seem to exist
What tactics will help your team successfully plan and execute winning digital campaigns
Where to uncover unique opportunities to jump ahead of competitors.
Jeffrey Rohrs is VP of Marketing for Exact Target and author of the book Audience: Marketing in the Age of Subscribers, Fans and Followers. Mike Corak has developed and implemented winning digital and integrated strategies for hundreds of companies over his 17-year career, including Bank of America, Coca-Cola, ConAgra Foods, FedEx, Farmers Insurance, Nike, Office Depot, and Walt Disney.
ethology, a full service digital agency audits over 100 brands' digital marketing programs annually. Their team stays at the forefront of industry trends, conducts website analyses and audits, and reviews site architecture. It's been noted through these audits that Challenger brands - those competing with industry leaders - have a great opportunity to achieve competitive advantage through thoughtful digital expansion.
Visualizing Visual Content - Digital Summit Phoenix 2014Mike Corak
It doesn't take a research study to show that demand for engaging visual content is growing, both from consumers and marketers. Where consumer demand is high, brands are quick to follow as marketers adopt visually reliant communication platforms like YouTube, Instagram, YouTube, Pinterest, Vine and more. Truth be told, for most brands, current libraries unfortunately lack the kinds of assets consumers are responding to, and marketers are challenged to meet quality expectations with quality content. The need to create is strong, but run-of-the-mill visual content and promotion is no longer enough. These higher expectations represent an opportunity for brands that are ready to take the challenge on. Learn in this session why visual content is worth investing in and get tips on how brands can strategically plan for and deploy exceptional experiences specifically designed to maximize value.
Local Ain't Just A Listing Anymore: Local Search EvolutionMike Corak
Local search is seriously changing, evolving from a directory listing exercise to fully localized content marketing, search, social and more. This presentation outlines the evolution of the discipline, highlighting where local search is going and what you need to do to stay ahead of the curve.
How to Get Your Content Marketing Up and Running - SearchFest - SEMPDXMike Corak
Leading businesses know that in addition to standard web pages describing their products and services, one of their best online marketing tools is useful content. So you totally buy in to the fact that content IS the new marketing, but how do you get your organization engaged and started down the content marketing path? In this session you will learn how to get organized, create your plan, generate great ideas for content (even if you think your business is boring), and consistently create content your market will enjoy. Presenters: Mike Corak @mikecorak and Arnie Kuenn @arniek SearchFest SEMPDX
Webinar presentation with Gary Vaynerchuk, NY Times Best Selling Author of Jab Jab Jab, Right Hook , and Mike Corak, EVP of Strategy with ethology for a discussion on the Top 8 social media trends for 2014. #SocialTrends2014
You will hear from Gary who will highlight how it takes more than just planning for the next sale or promotion with a single “right hook” to be successful in today’s marketplace. You’ll learn how to build relationships – the jab, jab, jab – with customers, before that punch to drive them to convert, and knock the competition out of the ring.
You’ll hear from Mike who will discuss how to tie social media across your earned, paid and owned digital media efforts to accelerate your impact and deliver knock-down results.
Both speakers will tradeoff sharing their top social media marketing trend for 2014, so that you can hit the New Year with a powerful punch.
Gut Checking Your 2014 Integrated Digital Marketing PlanMike Corak
How progressive brands are considering and prioritizing digital integration in their 2014 plans. This deck shares key considerations throughout the planning process, discussing research and strategy, digital tactics v. integrated programs, and full-funnel analytics. American Marketing Association event, sponsored by ethology, presented by Mike Corak of ethology and Tina Hodson of Conn's Home Plus.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
1. ETHOLOGY DIGITAL MARKETING PRESENTATION
ADVANCED EMAIL MARKETING!
Prepared by: Kent Schnepp, Vice President of Client & New Business Development
Mike Corak, Executive Vice President of Strategy
!
Date: March 13, 2014
14. ADVANCED EMAIL MARKETING
MYTH BUSTING: EMAIL ISN’T GOING ANYWHERE
• People continue to rely on email to engage with brands, organizations, and each other.
• You can’t transact online, signup for a service, receive personalized content without email.
• People are always in touch with their email on-the-go. Mobile usage rates continuously climb.
• Email and social compliment vs. compete (one to one vs. one to many + engage)
28. WHAT’S THE PURPOSE OF YOUR PROGRAM?
GENERATE INTEREST?
PROMPT VISITATION?
GATHER USER DATA?
TRANSACTIONS?
29. ADVANCED EMAIL MARKETING
CUSTOMER LIFECYCLE THEORY
INNOVATION
SPEED
EFFICIENCY
1.ACQUISITION
3. GROWTH
2.CONVERSION
5. REACTIVATION
4.RETENTION
In order to better communicate with your
subscribers, you need to know where they
are within their relationship with
you. Customers move through various
phases in their relationship.
30. ADVANCED EMAIL MARKETING
ENGAGE CUSTOMERS THROUGHOUT LIFECYCLE
Data Capture
Post Transaction Stream
Acquire/Onboard Retain/ReactivateConvert/Grow
Email+Social
Welcome Series
Real-time Confirmation
Profile Completion
Education & Offers
Real-time Confirmation
Education and Help
Alerts and Notifications
Ratings, Review, Advocacy
Abandonment Retargeting
Browser Retargeting
Winback Series
Reactivation
Opt-down
Opt-out
Loyalty Program
Anniversary
33. PROGRAM OPPORTUNITIES
4 SIMPLE AUTOMATED EMAILS TO CONSIDER
1. SIGN-UP THANK YOU
!
Send a thank you email
immediately upon subscription
setting expectations for follow-
up. Consider decreasing
upfront data collection and
starting a drip campaign to
collect more information over
time. This is also a great place
for offers.
2. WEBSITE
ENGAGEMENT
!
Follow-up website engagement
email (send a response to a
specific user action – average
open rate is around 45-55%).
!
!
3. ANNIVERSARY
!
If visitation history or behavior
is known, send automated
anniversary emails to
subscribers ahead of next visit
to allow time for planning and
booking.
!
!
!
4. POST-EXPERIENCE
!
If visitation timing is collected
or can be estimated through
interest procurement, follow up
with subscribers that have just
arrived home. Opportunities
include gathering user
generated content, visitation
information, and building the
experience to extend the value
of your brand (loyalty strategy).!
35. PROGRAM OPPORTUNITIES
ACQUISITION - ORLANDO NEWSLETTER
Analyzed Email Best Practices
Sender
Reputation 94 /100
Blacklisted No
Welcome Email Yes
Social Links No
Images & Text No
38. PROGRAM OPPORTUNITIES
ACQUISITION - TORONTO NEWSLETTER
Analyzed Email Best Practices
Sender
Reputation 97 /100
Blacklisted No
Welcome Email Yes
Social Links Yes
Images & Text Yes
39. PROGRAM OPPORTUNITIES
OTHER ACQUISITION - TRAVEL PORTLAND
Great Thank You Message
Opportunities:
• Pre-checked interests are
generally not recommended
• No welcome email received
40. PROGRAM OPPORTUNITIES
OTHER ACQUISITION - SCOTTSDALE
Great newsletter preview
and balanced form
!
Opportunities:
• Thank you message
• No welcome email
received
42. SEGMENTATION
SEGMENTATION BASICS
• Practice ‘considerate’ marketing by providing subscribers with content that uniquely appeals
to them. Basic segmentation and content customization opportunities:
• Endemic (declared) data: self-reported demographic and preference data.
• Behavioral data: user actions captured by web analytics & email service provider applications.
Cross populate social knowledge to close the communication loop.
• Conversion data: historical collection of activity including frequency, visit detail, and causal
environment data. Integrate offline information too to build a complete subscriber profile.
43. SEGMENTATION
SEGMENTS NOT TO BE MISSED
• Location: handy for bad weather campaigns
• Non-converters: those we have contact information for, but didn’t take a desired site action
• Interest based matching: match new site content, features, events, etc, with those with related
interest points
• Travel based emails: if travel dates are known, plan a series that sends prior, during, and after
visitation
47. CREATIVE
THE MULTI-USER SCREEN
Opportunity: Prioritize
content based on device
contest. Admin Workhorse Couch Companion Constant Companion
• At home or office
• Task-oriented
• Solitary experience
• Web surfing & shopping
• Entertainment
• Shared experience
• Always with you
• Location-specific
• In person
• Personal
48. CREATIVE
ENSURE YOUR MESSAGE IS CONSUMABLE
• Top-down hierarchy of
information
• Single-column layout
• Large font
• Concise messages
• Contrasts in Color
• Links to deeper dives
50. CREATIVE
OPTIMIZE FOR IMAGES OFF
Optimized Design Non-optimized Design
If an email is
created primarily
with images, it
will not display
effectively when
images are
blocked.
HTML text in
web safe fonts
Main call-to-action
in prime placement
Designed with
image-blocking
and preview pane
viewing in mind.
53. CREATIVE
ENGAGING WITH EMAILS ON MOBILE
• Size: buttons should be at least 44px square
• Placement: keep links/buttons to the center or left
• Space: separate links to avoid touching two links
• Avoid: hovers & other interactive features
• Don’t Say: “click here” - 43% of openers are tapping
54. CREATIVE
MOBILE DESIGN - TWO APPROACHES
MOBILE-AWARE
!
• Simple improvement w/o specialization
• Design-only tactics
• (GOOD)
RESPONSIVE
!
• Deliver a customized mobile experience
• Special design + code
• (IDEAL)
57. CREATIVE
EMAIL DESIGN ON MOBILE DEVICES
Desktop-centric Mobile aware Responsive code
Poor experience Good experience Excellent experience
58. CREATIVE
NEWSLETTER EXAMPLE - TUCSON
Analyzed Email Best Practices
Sender
Reputation 96 /100
Blacklisted No
Calls to Action Yes
Social Links Yes
Images & Text Yes
Great: CTAs, Social links, varied
content, mobile friendly, navigation
Opportunities: Responsive (mobile
prioritized content), personalized
59. CREATIVE
TRUE RESPONSIVE DESIGN - EXPEDIA CRUISE SHIP CENTER
What would make the
mobile version even
better?
• 1 column
• Larger buttons
• App link
• Click to Call!
60. CREATIVE
THINK ABOUT FULL EMAIL TO SITE EXPERIENCE
MOBILE SITE MOBILE APP DESTOP RESPONSIVE <5 SECONDS PINCH / ZOOM
Marriott m. apple / droid ✗ ✔ n/a
Hampton Inn 3rd party apple / droid ✗ ✔ n/a
Comfort Inn m. apple / droid ✗ ✔ n/a
Best Western 3rd party apple / droid ✗ ✔ n/a
Radisson m. apple / droid ✗ ✔ n/a
Hyatt m. apple / droid ✗ ✔ n/a
Fairmont 3rd party apple ✗ ✔ n/a
61. CREATIVE
EFFECTIVE EMAIL FOR DESKTOP & MOBILE
1. Content Strategy
2. Wireframe for Desktop
3. Wireframe for Mobile
4. Live Prototype
5. Code
6. Quality Analysis
7. Segment, Deploy & Test
8. Review Email Performance & Analytics
62. CREATIVE
1. CONTENT STRATEGY
• Align content with audience needs and desires
• Label hierarchy 1,2,3,4
• Decide if any content is suppressed/replaced:
• Green means it stays, red means it is hidden
63. CREATIVE
1.5 PLAN FOR THE LONG TERM
• Design a sustainable responsive framework
that can be reused in the long term, aligning
design with projections outlined in your
content calendar.
64. CREATIVE
2. WIREFRAME FOR DESKTOP
• Decide how content should expand on
desktop views
!
• 5 common tactics
• Stack
• Hide
• Show
• Resize
• Restyle
65. CREATIVE
3. WIREFRAME FOR DEVICES (MOBILE)
• Use high level content and low-fi graphics to
communicate content strategy for mobile
screens
!
• Use Photoshop, Illustrator, or wireframing
software like Balsamiq, or just pen and paper
67. CREATIVE
4.5 VISUAL DESIGN GUT-CHECK
• Are both views on brand?
• Is content prioritized and customized to
support audience needs and content
marketing goals?
• Does it align with the content strategy/
wireframe?
• Is this able to be coded in an adaptable way
(avoiding too many areas to hide/show)
• Is this a sustainable format to follow for
future emails?
68. CREATIVE
5. CODE
The above query states that if the viewing screen is less than 480px, then display the email at a
width of 320px. If the viewing screen is equal to or greater than 480px, then display the email at a
width of 640px (the “normal” width).
!
You can also change the device width if you would like to include larger mobile devices like tablets
<style type="text/css"> @media only screen and (max-device-
width: 480px) { /* mobile-specific CSS styles go here */
table[class=contenttable] { width: 320px !important;
} } /* regular CSS styles go here */
table.contenttable { width: 640px; } </style>
69. CREATIVE
6. QUALITY ASSURANCE
• Use software to test email rendering,
like Litmus or Return Path
• Nothing beats first-hand testing, so
borrow a friend’s iPhone or Android
70. CREATIVE
7. SEMENT, DEPLOY & A/B TEST
Dynamic Content
• First Name vs. No Name in Subject Line
• First Name vs. No Name in Email
• Company Name vs. No Company Name in
Subject Line
!
Email Copy
• Familiar vs. Professional Tone
• Including “Free” in Content
• Paragraphs vs. Teaser Copy
• Subject Line Variations
Call-to-Action
• Image CTA vs. Text CTA
• CTA Button Copy & Color
• Link Placement within Text
• Text CTA in Body Copy vs. P.S.
• Social Proof vs. No Social Proof
• Offer Type
71. CREATIVE
8. REVIEW TRACKING & ANALYTICS
• Include Google Analytics or other web analytics tracking code on links within email for
“beyond-the-click” analysis
• Sophisticated ESPs often provide functionality that automates link tagging.
• Use Advanced Segments to isolate visitors referred by email and track behavior throughout
the site.
• Accurately calculate ROI of your email program.
!
73. INTEGRATION
SOCIAL & EMAIL CROSS-CHANNEL CONTENT MARKETING
The debate is not about email or social media. The discussion should be email and social media in
combination.
!
Create as many touch points as possible with your subscriber. Encourage subscribers to follow
you on your social media channels, and encourage your social media followers to join your email
program. State the differences and reasons to improve enrollment and satisfaction.
74. INTEGRATION
EMAIL & SOCIAL
EMAIL
!
!
• Cross-promote social networks and benefits
(1 to Many + Community)
• Customize messaging based on known
social network inclusion and activity
• Include ability to share content via email
• Encourage advocacy in social and review
channels
• Align communication calendars
!
SOCIAL
!
!
• Cross-promote email program and benefits (1
to 1)
• Utilize audience intelligence gained through
email behavior to inform social content and
engagement
• Utilize email segmentation to inform social
message targeting and advertising
76. INTEGRATION
SOCIAL MEDIA & EMAIL CROSS-CHANNEL
Share Tools empower subscribers and
encourage brand advocates to spread
your content within the email itself.
78. INTEGRATION
PUBLICIZING CONTENT THROUGH EMAIL
Repurposing content can help stretch your content and maximize your resources.
• Information from your website
• Blog Posts
• Data sheets
• Publicity (for instance, extracting quotes from an executive email with the press)
• Interesting product attributes
When you have good content, determine alternative ways it can best be used.
!
79. INTEGRATION
UTILIZE USER GENERATED CONTENT
User-generated content is a great way to speak directly to other consumers about your product or
service.
• Comments
• Testimonials
• Reviews
• Social media interactions
• Contests
Employees can be a great source of user-generated content because they deal directly with the
subscriber. Consider designing an internal plan so that employees identify compelling stories for
subscriber outreach.
80. INTEGRATION
UGC REQUEST - PRICELINE
What would make this better?
• Responsive survey experience
• An ask to share experience in other
channels (local/social)
• Thank You email with social next steps
81. INTEGRATION
EMAIL & DIRECT / CRM
EMAIL
!
!
• Inform Direct/CRM efforts of subscriber
preferences gained through email interaction
• Include off-email statistics throughout the
funnel (ex. Website results)
• Integrate data to build out the most complete
customer profile possible
• Align communication calendars
DIRECT / CRM
!
!
• Inform email program of subscriber
preferences gained through direct interaction
• Inform email program of scheduled activity
allowing email to support the desired efforts
and outcomes
• Integrate data to build out the most complete
customer profile possible
• Align communication calendars
82. INTEGRATION
ALIGN TEAMS & EDITORIAL CALENDARS
Centralize and align editorial calendars according to your content strategy to produce the best
results
!
Schedule the following meetings:
!
• Email + Social: Start with cross-promotion, social links and sharing capabilities in email, email
signup and promotion in social
• Email + Content Marketing (search, social, content): Start with content calendar alignment, and
content promotion in email. Utilize strengths.
• Email + Direct/CRM: Start with calendar alignment and cross-channel support
• Email + Creative: Responsive design isn’t future forward, it’s now! Adjust all communications to be
device agnostic (email to content hub alignment)
86. MEASUREMENT
ULTIMATE KEY PERFORMANCE INDICATORS
• Generating Interest
• Are emails being opened?
• Is content being consumed and shared?
• Are desired actions being taken?
• Prompting Visitation
• Are email subscribers behaving like potential visitors?
• Are email subscribers actually visiting?
• Learning About Audience
• What content produces response? By segment?
• What creative messaging works best?
• How can this knowledge be applied to other channels?
87. MEASUREMENT
KEY EMAIL PERFORMANCE INDICATORS
VALUE TRAVEL INDUSTRY AVERAGE
SOFT BOUNCE RATE LIST QUALITY 0.84%
HARD BOUNCE RATE LIST QUALITY 0.83%
UNSUBSCRIBE RATE EMAIL SUBSCRIBER RELEVANCE 0.17%
OPEN RATE
QUALITY OF SUBJECT &
BRANDING
34.90%
EMAIL CONVERSION RATE CAMPAIGN EFFECTIVENESS 0.05%
ABUSE COMPLAINT RATE LIST QUALITY 0.08%
89. PRO TIPS
PLAN FOR THE TRENDS NOW!
1. ‘Responsive email design’ will just be ‘email design’
2. Email marketers will send out more emails than 2013
3. Marketing automation will create lots of automated spam (avoid)
4. Custom audiences will make publishers and marketers a bunch of money
90. PRO TIPS
PLAN FOR THE TRENDS NOW!
1. ‘Responsive email design’ will just be ‘email design’
2. Email marketers will send out more emails than 2013
3. Marketing automation will create lots of automated spam (avoid)
4. Custom audiences will make publishers and marketers a bunch of money
92. PRO TIPS
WHAT IS THE #1 IMPEDIMENT TO TACTICAL INTEGRATION?
SILOS: YOU BUILT ‘EM, NOW TAKE ‘EM OUT!
93. PRO TIPS
CULTURAL SHIFTS THAT BREAKDOWN SILOS
• Reimagine your organizational structure, processes, and operations design
• Rally teams around content marketing program
• Assign common success KPIs across teams (incentives)
• Create a senior level content position AND give them real authority
• Include cross-channel teamwork in performance reviews
• Celebrate group successes
• Educate!
94. PRO TIPS
OPERATION FOUNDATION
• Add email to your content strategy, content marketing plan and editorial calendar: think individual
content relevance
• Ensure analytics is in place to measure email performance and activity across channels (email to
content hubs)
• Tag user content preferences in CRM for future data mining (stated and behavioral)
• Create basic segments based on business attributes and content preferences
• Optimize email templates for all devices
95. PRO TIPS
DATA SHARING & CONTENT OPTIMIZATION
• Use email as a means to add visibility and virility to content marketing efforts
• Develop a rich database of content interest per subscriber and segment
• Test content acceptance prior to release through all non-email channels
• Share knowledge across channels to improve content acceptance and inform future topical targeting
and positioning