Digital Marketing Online advertising

Online advertising, also called online marketing or Internet advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser..

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Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.

– Steuart Henderson Britt, US author


How to enhance Pay-Per-Click Advertising?

PPCUse the following tips given by pay per click management to help with making sure your own AdWords pay-per-click work produces a good ROI.
Track Everything
Pay-per-click advertising enables you to see where every penny is certainly going, and it enables you to see how much you're spending and just how much revenue is usually coming in (through the use of conversion tracking), right down to what advertisements and keywords are usually producing the very best results.
It is very important monitor everything from the start. The biggest mistake companies make is bouncing in blind rather than diving into their information to find methods to improve the overall performance of the campaign. To become effective with PPC you have to analyze and change constantly.
Little changes as time passes make huge general improvements so when you start to work at lower CPCs by increasing your click on through rates and high quality scores right from the start it offers you with a good foundation to scale your PPC attempts.
Combine PPC With Natural Search Marketing
To make your web advertising more effective it is a good notion to combine ppc marketing with organic search engine marketing. When PPC and SEO is combined it can create a continuing business dominating the very best of Google serp's, both in the natural results along with the paid ads.
Whenever a consumer sees a brand includes a presence within both areas they're more probably to click through, as that brand is seen by them as influential and the leader. This also enables you to cover all areas, as some consumers would rather trust organic results even more (knowing that the positioning wasn't purchased) plus some tend to go through the paid serp's more. Cover just as much of the Google serp's real estate as you possibly can.
Check out the example below associated with a search performed with regard to "american show" and you may see that they will have a paid advertisement on top along, the very best listing, and the proper sidebar information - they totally dominate the serp's for their brand.
Optimize Your SQUEEZE PAGE
We assist several businesses, from small local companies to large corporations making use of their PPC marketing. Whenever we take on a fresh client under our expert pay-per-click management system we perform a total PPC audit and after optimizing the strategy we're able to fall the CPCs considerably by just improving the product quality scores.
Google's quality rating is a numeric worth between 1 and 10 that's assigned to each keyword inside the campaign. The product quality score rewards marketers that run top quality ad campaigns and immediate their traffic to related landing pages.
A basic breakdown of the product quality score could be explained as:
·Numeric value between 1 and 10 that shows the relevancy of one's keywords, ad duplicate, and the destination squeeze page. The bigger the score, the even more relevant the keyword (in accordance with Google)
You have to put a complete lot of focus on improving your quality rating for several reasons. A top quality score can lead to your advertisements being shown more often and having a lesser CPC. The following tops will help you enhance your quality score:
·It all starts together with your ad duplicate and you must make sure that it describes the merchandise or service you're advertising. This is a good practice to utilize your keyword in the advertisement copy and headline. Creating several advertisements and customizing each to utilize your focus on keywords can certainly help to improve the product quality score.
·Next you have to appearance at your squeeze page and ensure that the content relates to your ad duplicate and the merchandise or service being promoted. Write content that may engage an individual and maintain them on your own page and in addition gel well together with your ad duplicate to make a high quality score.
·Run a Search engines PageSpeed test to ensure that your squeeze page load period is suitable and there is not anything slowing your load period. A slow loading web page supplies the user with a negative experience and will bring about them leaving your squeeze page quickly.
·Dive into your Search engines Analytics and check out the bounce price. If your site includes a high bounce price then your guest isn't sticking around, and that means you will would like to improve the user experience to keep them on your squeeze page longer. The more time they stick to your page, the higher opportunity you have of transforming that guest. (see below for a good example of an awful bounce rate - this is a customer we simply did a whole PPC audit for - we discovered that their customers were landing on the website and instantly leaving)
Utilize Site Ad and Links Extensions
Using site links enable you to include many additional calls to actions in your ad duplicate. This really offers you a sensible way to test various calls to action to be able to attract an individual and obtain that click through.
As you level your PPC campaign every little improvement you help to make includes a greater impact on your current spend. Check out the example advertisements below to observe two really good types of site links used to appeal to clicks. Imagine the advertisements without those site hyperlinks and you may really observe how those additional phone calls to action supply the user with therefore many additional options to entice them. Just adding site links might help improve your click on through rate dramatically.

[Ebook] Get Your Marketing Ready for the Summer

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Author: Vyoma Kapur

Summer may be a slow season for some marketers, but it doesn’t have to be. Let’s take a look at some prime summer marketing opportunities and how you can make the most of them.

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4 Ways to Make Your Video Content More Measurable

Media marketing concept. Flat design stylish.

Author: Sarah Quinn

Video marketing is a strategy that's dominating the internet right now, with 61% of businesses currently using video as a marketing tool. And yet, marketers are still struggling to quantify and measure the ROI of it. In this blog, I'll break down how marketers can make their video more measurable in each stage of the customer lifecycle (which I define as: Attract, Engage, Convert, and Delight).

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Why Marketing Automation is the Key to Sharing Strategic Insights with Sales

Why Marketing Automation is the Key to Sharing Strategic Insights with Sales

Author: Patrick Groover

As marketers, it's no longer enough to be building the best communication; it's vital that we deliver the highest quality prospects to the sales team and reduce the amount of time spent on unqualified inquiries. In this blog, I'll cover two trends that are driving this demand and how a strong marketing automation platform can help you meet it.

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3 Key Takeaways from Social Media Marketing World

3 Key Takeaways from Social Media Marketing World

Author: Lisa Marcyes

Last week, I was in sunny San Diego for Social Media Marketing World, where I had the opportunity to attend several amazing breakout sessions, hear from industry thought leaders, and meet incredible visionaries from the social media field. While all the sessions were packed with knowledge, here are three insightful takeaways that were echoed all throughout the conference.

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4 Ways to Make Your Mobile Marketing Stand Out

4 Ways to Make Your Mobile Marketing Stand Out

Author: Koustubha Deshpande

Getting users to continuously use your app is an ongoing battle. But, these engagements are crucial to the lifecycle of your app. In this blog, I’ll walk you through four different ways you can make your mobile app stand out and build lasting relationship with your users.

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10 Ways to Engage Your Audience with Interactive Content

10 Ways to Engage Your Audience with Interactive Content

Author: Katherine McAdoo

Not only does interactive content look better aesthetically, but it also reduces the amount of information your audience has to process at one time and feeds valuable data into your marketing automation platform. Here are 10 ways you can use to transform your content into an interactive experience.

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3 Things You Need to Know About SEO This Year

3 Things You Need to Know About SEO This Year

Author: Nate Dame

SEO is in a constant state of change. This year, the evolution is continuing on the path it took in 2015, with a focus on mobile and increasing attention to the way search itself is changing. There may not be a total SEO-altering shakeup in the near future, but these are three big things to take into account as you develop your SEO strategy.

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Financial Advisors Need to Get Personal or It’ll Cost Them

Financial Advisors Need to Get Personal or It'll Cost Them

Author: Joe Paone

Independent financial advisors, as well as large institutions, are moving away from commissioned accounts to a fee-based approach. This not only has implications to their business models, but to their marketing models as well. This shift in focus applies to marketers across all verticals, as buyers have higher expectations and are harder to win over without having personalized conversations with them. Here are three key ways marketing automation can help you acquire and retain customers, in financial services and beyond.

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4 Ways to Win the Hearts of Consumers

4 Ways to Win the Hearts of Consumers

Author: Alexandra Nation

Companies that understand how people make decisions win business. Their purpose drives their results and not the other way around. In this blog, I'll shine a spotlight on how brands can make their story and purpose crystal clear by answering the "Why?"

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5 Steps to Amplify Your Paid Social Campaigns

5 Steps to Amplify Your Paid Social Campaigns

Author: Divya Dutt

Nowadays, you need to supplement your organic posts with paid promotion to get your posts seen by your audience. Here are six steps to amplify your paid social campaigns to get the most bang for your buck.

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Facebook #SHOPPER Persona Targeting Part 3 | Psychographic Hot House

Welcome back, marketers! Part THREE of Aimclear’s Facebook Purchase Behavior Buyer Psychographic Profiles explores purchase habits, subscription services, buyer profiles, business purchases and technology within Facebook’s Purchase Behavior targeting category. So, settle in! In this post we’ll explore how Facebook’s subscription services category isn’t what it seems. We’ll narrow in on frugal fashionistas, terrified seniors […]

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Machine Learning Bada** Mother Facts: Zenith Q & A With THE Eric Enge

In the lead-up to Zenith Conference, we’re highlighting speakers from each of our four tracks: TIL (Today I Learned), Hunter Gatherer, BAMF, and Resource-Challenged. Each track is designed to speak to a different type of marketer — from newbies to seasoned digital veterans. Today we’ll focus on the BAMF Track… Badass Mother FACTS: Extremely tactical, […]

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Right Brain, Left Brain Marketing: Appealing To The Sensitive, Gorgeous Humans Behind The Data

Performance marketing is inherently binary and generally defined by specific outputs to inputs. Considering revenue is a stark reality, it’s fairly easy for marketers to get caught up in figures and dissociate from real humans behind the metrics. It’s worth pausing to question: Does a data-only mindset limit the capability of marketers to truly relate to […]

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Zenith 2016! Stay The Weekend: A Getaway Fit For Two

Intro: Editor’s Note: Aimclear’s Lifestyle posts are intended to showcase the cities we love and call home: Duluth and St. Paul. Whether visiting for the legendary Zenith Marketing Conference, a workshop or a trip to one of our storied offices, we hope you’ll #staytheweekend and come to realize why we so proudly call Minnesota home. […]

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The Mobile-Social Web, Redux: How to Leap Frog Local Competition | Zenith 2016 LIVE Blog!

Leap frog! We’re hopping into the mobile, social sweet spot with MobileMoxie’s dynamic duo, CEO Cindy Krum and Mobile Marketing Specialist Emily Grossman. After a stunning morning keynote, Cindy transitioned from the wild world of artificial intelligence into all-things-mobile. From Mobilegeddon to the science behind app results in mobile, Cindy and Emily gave the Zenith […]

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Almost AI: PPC Growth With An Evolving, Learning Keyword Research Machine | Zenith 2016 LIVE Blog!

Fresh off an exhilarating morning keynote by Cindy Krum (@Suzzicks), we now join Purna Virji, Senior Bing Ads Client Development and Training Manager at Microsoft, and John Lee, Managing Partner at Clix Marketing, for their presentation… Almost AI: Achieve PPC Growth with an Evolving, Learning Keyword Research Machine Follow these two! Purna Virji : @purnavirji […]

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SEO is Dead: Long Live Online Marketing | Zenith 2016 LIVE Blog!

The owner of Search Influence (and disputed Locomotive Consultant), Will Scott, is all about helping customers successfully market online and building scalable solutions for local businesses and marketing teams. Having worked in the digital marketing space since ’94, he knows a thing or two about the industry. Today, he told  Zenith goers that SEO is dead. […]

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Multi-Channel Integration and Leveraging Sales Funnel Attribution | Zenith 2016 LIVE Blog!

Breakout session 3 finds Zenith 2016 #hungry! And not for lunch, which is just around the corner. The starved campaign scaling, multi-channel maneuvering-masses are grabbing their seats to join Megan Taggart, SEM Account Manager at Aimclear, and John Lee, Managing Partner at Clix Marketing, for their presentation… Creatively Scaling Campaigns: Multi-Channel Integration and Leveraging Sales […]

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Reputation Monitoring & Protection: DATA EVERYWHERE! (B. S. U. R.) | Zenith 2016 LIVE Blog!

Michelle Stinson Ross is a recognized authority in content marketing and the co-host of #socialchat. Jen Jama is involved in the phenomenally successful #smbmsp, one of the biggest and longest running social media breakfasts in the country. Let’s talk reputation management! It’s “the practice of crafting strategies that shape or influence the public perception of […]

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[Report] Six Stats That Show That Marketing Is on the Verge of Yet Another Major Shift

Six Stats That Show That Marketing Is on the Verge of Yet Another Major Shift

Author: Sanjay Dholakia

A report out today from The Economist Intelligence Unit (EIU), sponsored by Marketo, shows just how much our world is shifting. The findings describe how marketers are taking advantage of the rapid-fire innovations in digital technology to reshape their brand’s relationship with customers. Take a look and find out for yourself what’s on the horizon.

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The Evolution of the B2B Marketer

The Evolution of the B2B Marketer

Author: Dan Lynn

The role of the B2B marketer has shifted from supporting sales to owning a substantial portion of the buyer's journey. To survive and thrive in the wake of this shift, there are four important ideas upon which marketers should focus.

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7 Simple Steps for a Solid SEO Strategy

7 Simple Steps for a Solid SEO Strategy

Author: Janet Dulsky

You don’t have to have to be a SEO wizard to make sure your website is well positioned for organic search engine traffic. Follow these seven simple ways to build a strong SEO strategy.

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Dynamic Duo: Close More Deals with Sales and Marketing Alignment

Dynamic Duo - Closing More Deals with Sales and Marketing Alignment

Author: Stacey Thornberry

I recently spoke on sales and marketing alignment at the InsideSales.com Sales Acceleration Summit in my presentation, “Close More Deals with Effective Lead Scoring.” While staffing the Marketo booth at the event, I stepped away to listen to a session with complementary content. The combination of these two sessions was powerful and created a holistic view of how sales and marketing can partner up to attract, engage, and close customers.

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3 Viral Marketing Campaigns That Are Worth the Catch

3 Viral Marketing Campaigns That Are Worth the Catch

Author: Elaine Ip

If there’s one thing I’ve learned in life, it’s that nothing comes free. The best marketers know how to create engaging campaigns that offer their audience something they want for a price that’s well worth the exchange. Let’s take a look at a few recent marketing campaigns that have gotten this down, offering valuable (or just purely entertaining) content for a small price the audience is happy to pay.

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Heat Things Up: 3 Ways to Re-engage Cold Subscribers

Heat Things Up - 3 Ways to Re-engage Cold Subscribers

Author: Bryan Hernandez

Too often, marketers abandon disengaged subscribers, assuming their inaction means they’re off their brand for good. But this isn’t necessarily true. Together, marketing automation and programmatic advertising can help marketers understand why disengaged subscribers may have churned and reactivate them.

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4 Reasons Why Marketing Automation Fails

Stressed business man at the office. He is casually dressed and looking distraught. He looks very uncomfortable and could also have a headache. He is has his head in his hand and looks very upset. Hi is sitting at a desk with a computer and phone. Copy space.

Author: Jamie Lewis

In my experience working with clients as a Solution Consultant, I see marketing teams do a lot of guesswork when it comes to their campaigns, hoping that their message will be heard. Let’s take a look at 4 pitfalls you need to avoid to ensure your marketing automation efforts are a resounding success.

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3 Important Elements of a Customer Case Study

3 Important Elements of a Customer Case Study

Author: Amy McCarthy

Case studies are a key asset that your organization, partners, prospects, and customers can all benefit from. Below are three key things to keep in mind as you’re developing a case study.

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5 Moneyball Tips for Marketing and Sales to Win Big with Partners

5 Moneyball Tips for Marketing and Sales to Win Big with Partners

Author: Sam Harkness

If you haven’t seen Moneyball, you should. By prioritizing on-base percentage over batting average, the Oakland A’s elevated one of the most unsexy metrics in baseball, the “walk,” and finished the season with 103 wins and 59 losses Walking more in baseball translates to partnering more in business. Follow these five Moneyball tips to win big your partners.

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How Brands Can Create Lasting Relationships on Social Media

How Brands Can Create Lasting Relationships on Social Media

Author: Lisa Marcyes

When I think about what makes social media so unique, I always come back to one thing: relationships. Through social media and analytics, marketers can understand their audience base in ways we never could before. Read on for four ways to create lasting relationships with your followers on social media.

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NEW Pinterest Targeting Reveals (Major) #Shopping Intent | Psychographic Hot House

You may have heard the rumors, and it turns out they’re true! Pinterest targeting now packs a punch that puts them in the psychographic game! The site has recently released some major news pertaining to new targeting capabilities now (and soon to be) available in its self-serve ad platform. These new targeting features include expanded interest […]

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Passing The #SNARK Test: How To Keep Your Brand From Being An A$$

Today we’re going to pull back the curtain to examine one of our favorite internet pastimes: Snark. No, not the object of pursuit in a Lewis Carroll nonsense poem. We’re talking about internet snark, the snide and often glorious form of sarcasm that works its way into our Twitter feeds. Sometimes it’s for the better, […]

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#Zenith2016 Speakers Exposed! Q&A With Michelle Stinson Ross And Jen Jamar

This month, Duluth, Minn. will host some of the most brilliant marketing minds in the world. And we’re not just saying that. The lineup of speakers for Zenith Conference includes those who frequent the globe’s leading industry conference stages and blaze innovative international marketing trails. They’re all pretty dang smart (and word has it funny, […]

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Bike & Hike Duluth! An Insider’s Guide To Top Trails: From Easy To Oofta

Seclusion in an urban environment it’s a perfect way to describe the superb multi-use trails that Duluth, Minn. has to offer. Not only is this large amount of green space unique within an urban environment, but the variety and volatility of terrain rolling from west to east within city limits is unlike anything in the […]

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Psychographic Geekdom: Targeting The MOST Passionate Audiences | Hot House

Psychographic targeting is about PASSIONS. As our offline obsessions moved online, it created all these traces of our psychographic profile for digital marketers to build and advertise to. Sometimes a little extra digging can unearth a gold mine of digital ad targeting segments; sometimes it requires a more layered approach that mixes several different audience […]

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AC Speaking ROAD TRIP! UK, Down Under, Back In The US

Looking for motivation and marketing insight this quarter? Aimclear is geared up for a jam-packed season of conference speaking events. From England and Australia, Philadelphia to Duluth, Minn., Aimclear speakers will take the stage and deliver marketing nuggets, wisdom, tactics, tips… and (probably) nerdy humor. Yowzah! Read on to learn where you can find Aimclearians […]

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Power to the Publishers: Content Is Going Full Throttle

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Author: Elaine Ip

It seems like a not-too-distant past that content marketing started gaining traction as we started recognizing the need to communicate without selling, to build relationships with our prospects and customers, and to personalize these messages based on each unique buyer. But what changed in recent years that has made content both a marketing and company initiative? Here are a few reasons why content is continuing to gain momentum among publishers and the masses, and you should continue to invest in it as a marketer.

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Get Back on Track: 3 Ways to Identify Your Sales Pipeline Point of Failure

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Author: Chris Gillespie

Sales is like driving a car. As you're driving, you pay attention to the road, speedometer, and mirrors for helpful feedback that keeps you on track. In sales, you also have constant feedback from the people who ignore your emails, the pitches that backfire, and the deals you don't win. And the best place to start looking for feedback is within your sales pipeline, which in many ways is the quantitative accumulation of all of your sales feedback. Check your mirrors for these three common pipeline problems and learn how to address them to get back on track.

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[Slide Deck] Level Up: Take on the Future of Marketing, Challenges and All

Level Up - How to Overcome the Top Challenges Marketers Are Facing

Author: Lizzy Funk

Marketing as we know it is so incredibly different than it was only a few years ago. And it will continue to change as new technologies, channels, competition, and approaches enter the arena. In this blog, I'll walk you through the top three challenges that marketers are facing and give you some guidance on how to tackle them (before the next wave of change hits!).

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Marketing Careers Spotlight: So You Want to Be a Marketing Systems Manager

Marketing Careers Spotlight - So You Want To Be a Marketing Systems Manager

Author: Patrick Groover

It’s an exciting time to be a marketer, particularly because the shift towards technology-driven marketing is opening up the door to new personalities and roles within the marketing department. In this blog, I'll describe one of the key roles that is making an impact in today’s marketplace, the Marketing Systems Manager, and how to get your foot in the door.

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3 Ways to Navigate the MarTech Landscape

3 Ways to Navigate the MarTech Landscape

Author: Heidi Bullock

Earlier this week, the big MarTech conference swept through San Francisco, giving marketers and technologists a sense of new and upcoming solutions, and what technologies are truly standing the test of time. While the ever-evolving sea of MarTech solutions can be overwhelming, follow these three steps to navigate the MarTech landscape.

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Where Your Customers Go, Your Budget Should Follow

Where Your Customers Go, Your Budget Should Follow

Author: Matt Zilli

The marketing organization has been in a renaissance, moving from a model where every type of marketing is handled in a silo to a holistic model structured around the customer lifecycle. Marketing organizations have to be nimble enough to allow for a panoply of customer experiences—sort of like those “make your own ending” storybooks where every choice reveals a new plotline, which is essentially what each buyer experiences with your brand. This involves the right strategy in place and dollars to back it up.

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How to Integrate Your Data and Achieve a Marketing Operations Peace of Mind

How to Integrate Your Data and Achieve a Marketing Operations Peace of Mind

Author: Gareth Goh

There is one critical component to executing a marketer’s tasks–one that can feel unintuitive to marketers: Data. But there’s a great deal of legwork that marketers can undertake by laying the foundation for a successful data integration before looping in IT or an outsourced data integrations specialist. Follow these three steps to integrate your data and achieve a marketing operations peace of mind.

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[Slide Deck] 10 Famous Marketing Quotes to Live By

10 Famous Marketing Quotes to Live By

Author: Ellen Gomes

Marketing isn't just for brands. All the big names—from movie stars to fashion designers, presidents, and singers—have been preaching the value of it for decades. Flip through this slide deck as we shine some light on 10 famous marketing quotes from iconic figures that still ring true for marketers to this day.

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Squeaky Clean: 5 Tips for Writing Spotless Marketing Copy

5 Tips for Writing Spotless Marketing Copy

Author: Marissa Lyman

A degree in journalism, numerous media internships, and nearly two years editing the homepage for America’s most-watched cable news network inadvertently turned me into what I recently told a colleague was “The Grammar Hammer”. The fact of the matter is that typos in collateral undermine a marketer’s credibility with customers and prospects. But if you follow these steps, you can significantly reduce the number of errors in your work, leading to fame, fortune, and marketing glory.

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6 Engagement Marketing Lessons from Successful Video Bloggers

6 Engagement Marketing Lessons from Successful Vloggers

Author: Elaine Ip

If anyone has mastered the art of engaging an audience, it’s successful video bloggers, who stand out from their competition because they know how to engage their audiences. Read on for six things marketers can learn from vloggers about engagement marketing.

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9 Tips For Building Marketing-Friendly Websites

Creating a new website is a big step in the growth of your company. When done right, it can serve as a valuable marketing platform and reliable resource for your customers (current and potential). Unfortunately, all too many organizations fall short of the mark, instead creating what is only an illusion of a marketing-friendly site. […]

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Targeting Instagram Affinity Audiences From Facebook | Psychographic Hot House

When Facebook acquired Instagram, it was a match made in social sharing heaven. Beautifully curated images powered by heavy-hitting data gave marketers all the warm fuzzies. Advertising on Instagram means marketers with a creative edge and story to tell can engage with an expertly inventive and high-resolution audience. They can speak directly to the heart […]

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